Account Based Marketing Benchmarking

Account-based marketing is dramatically changing the operational dynamics between sales and marketing. Early adopters have seen phenomenal success and there is so much hype from technology providers surrounding them. One might wonder what account-based marketing best practices are like. How are you supposed to begin this journey and build a consistent pipeline with your account-based funnel?

To some, adopting ABM may rightly sound easier said than done. Because concepts like AI-infused ABM are also becoming a relevant method. To get the right results for your hard work, it is important that you also identify the best ABM tactics, required budgets, and the right resources for adopting an account-based strategy, and link your internal expectations to the external results.

This article provides an objective overview of ABM benchmark metrics, tactics, budgets, resources, and gathered organizational insights so you can lay the foundations for using, developing, and improving your account-based marketing initiatives. Let's begin.

Creating an account-based go-to-market approach has been a top priority for marketers in recent years. However, the tactics, metrics, and resources used in this approach cannot be transferred directly to the account. An ideal GTM approach is well coordinated to drive engagement and sales progress across a range of target accounts and is a top priority for many growth companies.

ABM is a strategic go-to-market approach that provides key metrics at board level. Following account-based marketing benchmarks improves customer lifetime value (80%), improves win rates (86%), and delivers a higher ROI (76%) than a traditional go-to-market approach.

Since early success, companies have doubled their ABM investments in 2019. Companies increased their ABM spending by 41% in 2019.

More than two-thirds (69%) of the top performing account-based organizations now have a dedicated account-based leader. The market has taken off - 70% of those who started their account-based initiatives in the past six months have dedicated executives.

The ideal customer profile (ICP) of an ABM strategy separates high-performing account-based organizations from their colleagues. More than 80% of the most successful account-based organizations believe they have a strong ICP compared to 42% of the other organizations.

ABM is more than just marketing - it's a bespoke strategy based on the mix of customer facing functions, marketing, sales development and sales.

In a data-driven ABM benchmark survey of what factors contribute to ABM's success, TOPO concluded that orchestration is by far the most effective. Not only did it coordinate sales and marketing efforts, it also enabled organizations to direct those efforts against the ICP.

The definition of the ideal customer profile was found by 15% of those questioned among the three most important success factors. A strong ICP base has been one of the key differentiators for big players and remains one of the reasons for its success.

Most companies are looking for the right technology for their account-based orchestration. However, finding the right technology shouldn't overshadow the need to establish a strong account-based strategy first. The same is reflected in the research, in which only 11% of respondents selected technology as the main factor in the success of account-based marketing.

Report this Page