The best of ABM is yet to come

Momentum ITSMA’s survey of over 300 B2B marketers reveals that while ABM is widely adopted, its full potential remains largely untapped. 

By distinguishing between ABM leaders – organizations that achieve significantly higher ROI from their ABM strategies compared to traditional marketing – and laggards who see the same or lower returns, we’ve highlighted key areas for growth and improvement. 

Read the full report here

Research highlights from the 2024 Global Account-Based Marketing Benchmark, sponsored by Demandbase, include:

• ABM delivers significant business value. A remarkable 81% of marketers report higher ROI from ABM compared to other marketing initiatives. The top benefits include growing existing accounts, enhancing customer loyalty, and building brand reputation.
   
• ABM leaders stand out in their approach. They demonstrate stronger alignment across their organizations, embed ABM as a core strategy, and prioritize client-centricity. This approach translates to a deeper understanding of client needs and the ability to deliver personalized content and tailored solutions.
   
• Technology adoption plays a crucial role. Leaders leverage technology effectively, particularly in areas such as customer data platforms and account intelligence. However, marketers must take steps to understand and utilize intent data, with 20% of respondents struggling in this area.
   
• Generative AI is gaining traction. Marketers are exploring and implementing generative AI, primarily to gain insights into account needs and enhance customer experience. While adoption is increasing, there's still room for growth, especially in using AI for content creation.
   
• Account-Based Marketing (ABM) is more than a marketing trend; it's a strategic approach transforming how B2B organizations drive growth by focusing on high-value accounts. 

As well as identifying leaders’ strengths and laggards' weaknesses, the report provides practical steps to help you get the best from your ABM program, utilizing the Momentum ITSMA Account-Based Marketing Adoption Framework, which outlines 21 ABM success factors across seven key competencies. 

Book an insight session with one of our expert consultants to get a bespoke presentation of the data and recommendations. Contact Hannah.Gresty@Momentumitsma.com for more information.