New research shows continued increase in ABM adoption, identifies new challenges in scaling programs, and shows trend toward technology consolidation
Terminus, the #1 rated account-based marketing (ABM) execution platform and leader of the ABM movement, announces the release of a report on the state of ABM, conducted by FlipMyFunnel and Heinz Marketing. This recent research was initiated in order to better understand how ABM practitioners are using an account-based strategy in B2B businesses, the role technology plays in its execution, the challenges they’re facing and the results they’re experiencing. Participants in the study included sales and marketing professionals from organizations across a range of industries and sizes, from SMB to large enterprise.
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“Our FlipMyFunnel community consists of more than 10,000 B2B marketing and sales professionals looking for ways to activate account-based principles in their go-to-market strategy. They are the backbone of how we operate FlipMyFunnel and the inspiration for what we do at Terminus,” said Sangram Vajre, co-founder & chief evangelist of Terminus and founder of FlipMyFunnel. “For the last three years we have conducted our ABM survey to provide a readout on where ABM is and to help understand where it is headed. Clearly the research shows increased adoption, a significant move to focus on revenue as the primary measurement, and new challenges in technology adoption as companies scale their ABM initiatives. This mirrors much of what we see within our customer base as well at Terminus.”
Following are some of the key takeaways from the research:
- Nearly 60 percent of respondents reported that their ABM budget will increase in the next year, with over 50 percent stating they intend to add additional technology in 2019.
- Revenue generation is still the top priority of ABM practitioners, followed by pipeline acceleration and lead generation. Accordingly, 53.6 percent of respondents identified revenue generated at the most important KPI to track, while 46 percent identified pipeline generated as the most important.
- Over 84 percent of respondents with an advanced ABM program reported that target account selection is a joint effort conducted by both sales and marketing, demonstrating increased unity between the departments.
- Most organizations have seen progress toward their most important KPI within four to six months after ABM implementation.
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“It was not only fun to take on this research with the team at Terminus and FlipMyFunnel, but it was also really enlightening,” says Matt Heinz, president of Heinz Marketing. “The study revealed some really interesting themes around ABM efficacy, technology usage, sales pipelines and practitioner behavior. We now have a much deeper understanding of the industry and where we are today, which will help us continue to move forward and improve in marketing and sales – together.”
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