The key findings indicate that ABM adoption is rapidly accelerating and has gained fast acceptance in B2B: more than 70 percent of B2B companies have staff that are fully or partially dedicated to driving ABM-specific programs. Additionally, 58 percent have a pilot or test program and 41 percent have a full program in place.
Additional findings include:
- Marketers are rapidly building new skills for ABM: Companies are ramping up to support ABM programs. Sixty-two percent said that they have the skills needed to be successful with ABM, compared to 53 percent in 2015.
- Sales alignment remains high with companies that practice ABM: Sixty percent of companies say they are “somewhat” or “tightly” aligned with sales, compared to 34 percent in 2015. When companies are employing ABM strategies, 83 percent of the time sales helps determine target accounts.
- Technology and service investment continues to grow: Marketers are using technology to deliver and scale ABM, with 58 percent of companies planning to invest in services or technology in 2016. The leading planned investment for ABM in 2016 is Account-Based Advertising and re-targeting, with 68 percent of companies earmarking budget for this technology.