25 Shocking ABM Stats

Account-based marketing is one of the best frameworks for unifying the entire buyer journey from online research to (re)purchase to advocacy. Why? Account-based marketing (ABM) aligns metrics across different functions. Sales and customer success reps are typically responsible for metrics by a set of assigned accounts. ABM organizes marketing metris by account rather than leads, channel, or product. When multiple groups start working on the same goals and metrics that can be tracked by each group member, performance usually improves. Just look at the incredible account-based marketing stats below to galvanize your team toward ABM.

1. 83% of B2B purchasers use the supplier’s website to conduct research purchases online (Accenture) TWEET IT
2. The first 10 seconds of the page visit are critical for users’ decision to stay or leave (Microsoft Research) TWEET IT
3. 65% [of buyers] will come away from it [the buyer journey] frustrated by inconsistent experiences (McKinsey) TWEET IT
4. Individual customer stakeholders who perceived supplier content to be tailored to their specific needs were 40% more willing to buy from that supplier than stakeholders who didn’t (CEB in Harvard Business Review) TWEET IT
5. 80% of marketers measuring ROI say that ABM outperforms other marketing investments (ITSMA) TWEET IT 
6. 84% of marketers said that ABM had significant benefits to retaining and expanding existing client relationships (Alterra Group) TWEET IT
7. When ABM has been in use for at least a year, 60% of users reported a revenue increase of at least 10% & 19% reported a revenue impact of 30% or greater (Demandbase in eWeek) TWEET IT
8. B2B organizations with tightly aligned sales and marketing operations achieved 24% faster three-year revenue growth, and 27% faster three-year profit growth (SiriusDecisions) TWEET IT
9. 89.5% of B2B sales is still completed by a person (Forrester) TWEET IT
10. 91% of those with an ABM program in place said they were “tightly” or “somewhat or moderately” aligned with sales (Sirius Decisions in eMarketer) TWEET IT
11.  Solutions providers, especially their SMEs, are the most credible source of information [39% of respondents] during the purchase process (ITSMA) TWEET IT
12. More than 90% of marketers believe that ABM is essential to B2B marketing (SiriusDecisions) TWEET IT
13. More than 60% of companies plan to invest in ABM technology (SiriusDecisions in Direct Marketing News) TWEET IT
14. 92% of B2B marketers worldwide say that ABM is “extremely” or “very” important to their overall marketing efforts (SiriusDecisons) TWEET IT
15. 41% of B2B marketers worldwide said they would increase spending on ABM (ITSMA) TWEET IT 
16. On average, a B2B customer will regularly use six different interaction channels throughout the decision journey (McKinsey) TWEET IT
17. On average, 5.4 people now have to formally sign off on each purchase (CEB in HBR) TWEET IT
18. 74% of business buyers conduct more than half of their research online before making an offline purchase (Forrester) TWEET IT
19. [Organizations are] 57% of the way through the [purchase decision] process before they engage with supplier sales reps (CEB in HBR) TWEET IT
20. Large companies are currently the heaviest users of ABM (41%), but small companies are the most aggressive testers (23%) (Demandbase) TWEET IT
21. 70% of ABM users report that their sales and marketing organizations are mostly or completely aligned, compared to 51% of non-ABM users (Demandbase) TWEET IT
22. ABM impacts the sales funnel the most in the mid-part (32%) or the entire funnel equally (29%) (Demandbase) TWEET IT
23. The top reported benefit of ABM by those using it is increased engagement with target accounts (83%) (Demandbase) TWEET IT
24. A vast majority of ABM testers (83%) and users (72%) have plans to increase their usage of ABM over the next year (Demandbase) TWEET IT
25. 60% of those who have employed ABM for at least one year attribute a revenue increase to its use (Demandbase) TWEET IT

Want to learn more about ABM? Check out the #FlipMyFunnel Roadshow.

For sources and additional account-based marketing information see the original post on Triblio