Demandbase, the leader in Account-Based Marketing (ABM), announced the results of its 2020 ABM Market Research Study. Conducted in collaboration with Outreach, PFL, Uberflip, Metadata.io, Drift, and Bombora, almost 900 employees from companies of all sizes were surveyed about their experiences with ABM. The study took a holistic view of ABM trends to identify the keys to ABM success, as well as the biggest challenges that hinder it. The insights will help B2B revenue teams maximize the impact of their ABM strategies and transform how they manage and invest in programs.
Click-to-Tweet – Research reveals B2B companies with full ABM programs in place demonstrate stronger business growth and sales & marketing alignment https://bit.ly/395HMX0 #ABM #sales&marketingunification #B2Brevenue
“We’re always eager to hear directly from marketers and learn from their experiences,” says Peter Isaacson, Chief Marketing Officer, Demandbase. “This research reveals a lot about how ABM is fueling growth in the B2B world. It reinforced what we’ve believed for a long time now, that the companies that have the proper ABM foundations in place and have been dedicated to the strategy for the long haul enjoy very high levels of success. It also proves the value of such an approach for companies of all sizes.”
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With the understanding that COVID-19 has continued to have a significant impact on businesses and budgets, Demandbase is releasing the original study findings as they were collected prior to the rise of the global pandemic. The results give powerful insight into the state of account-based engagement and the impact on business growth.
As Christy Ferguson, Vice President and Analyst, on Gartner’s Technology and Service Provider Product Marketer Team, said: “ABM programs have been shown to result in significant improvements in pipeline growth. If economic uncertainty continues, these programs should remain a core element of a B2B marketing strategy.”
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