Account-based marketing (ABM) generated new revenue opportunities for businesses, as per a study.
With 2020 impacting most brands, ABM has emerged to be a vital component in driving revenue and building client relationships. 94.2% of organisations had some type of ABM program in 2020, compared to 23% in 2019.
82% of companies prioritised getting new business in ABM programs. While 61% of brands reported having either customer marketing or an ABM program, 14% are planning to build an ABM customer marketing strategy.
Moreover, ABM was attributed for bringing in 73% of overall revenue and 79% of the sales opportunity. 78% of go-to-marketers (marketing, sales, and customer success) are focusing their efforts on ABM. Further, marketers (63%) reported that their ABM program has grown in significance or is vital to their business goal.
[2 minute read]