ABM gets better with age — but unfortunately, practitioners don’t have the luxury of pouring it into an oak barrel for a couple decades to let it mature. Demand Gen Report’s “2022 ABM Benchmark Survey” uncovered that 59% of experienced practitioners (those with ABM programs more than a year old) indicated their ABM programs are meeting or greatly exceeding their expectations, while only 45% of novices (those with ABM programs less than one year old) could say the same.
There’s a definite correlation between mature ABM programs and more success. Specifically, experienced practitioners outpaced novices in three key categories:
- Aligned sales and marketing teams (70% versus 44%);
- Faster sales cycles (31% versus 24%); and
- Stronger, more trustworthy relationships with accounts (48% versus 39%).
It’s clear that marketers who are committed to their ABM programs and willing to make strategic investments are the ones who see the most success. Throughout this survey, we’ll get a pulse on the current state of ABM and dissect key findings, such as:
- A deep dive into the strategies and technologies ABM marketers are leveraging;
- The shift toward more targeted, personalized assets;
- How marketers are meeting buyers’ demands for self-service journeys; and
- Primary measurement metrics.
