The report was based on data from a survey conducted in 2022 among 100 marketers in North America who work for B2B firms across a wide range of industries.
Among respondents who say their firm uses ABM, 17% say they have seen an return on investment (ROI) of 50%-74% and 4% say they have seen an ROI of 75%-100%. Another 12% say they have seen an ROI of more than 200%.
Some 53% of respondents say their ABM strategy generates more revenue than other marketing efforts.
The top reasons for using an ABM strategy are to generate new business (74% of B2B marketers cite as a goal), increase revenue (54%), and increase engagement (46%).
A quarter of B2B marketers say ABM has significantly improved their firm's relationships with customers and 33% say ABM has moderately improved customer relationships.
About the research: The report was based on data from a survey conducted in 2022 among 100 marketers in North America who work for B2B firms across a wide range of industries.
You may like these other MarketingProfs articles related to Account-Based Marketing:
- Four Intent Data Mistakes ABM Newbies Make
- Why ABM Should Be Supported—Not Driven—by Tech and Demand Gen
- How to Revolutionize Your ABM Strategy With Chatbots
- Are B2B Firms Dedicating Staff Exclusively to Account-Based Marketing?
- How ABM Automation Can Change Your Sales Process Forever
- How to Drive Key-Account Growth With Omnichannel Account-Based Marketing