The ABM Leadership Alliance and Momentum ITSMA Release Sixth Annual ABM Benchmark Report

(SAN FRANCISCO – Dec. 13, 2022) — The ABM Leadership Alliance, the partnership of organizations leading the marketing industry with ABM insights and resources, today announces the release of its sixth annual ABM benchmark report conducted along with Momentum ITSMA. The report uncovered many important takeaways, including that ABM was the top priority for B2B marketers in 2022, with 28% of marketing budget dedicated to it, and that industry-wide sophistication with the approach is still growing. It also identified areas of challenge and opportunity within the industry.

“One thing this research found is that the organizations seeing the most success with ABM are two times more likely to have mature programs,” says Jon Miller, chief marketing officer at Demandbase, one of the companies in the ABM Leadership Alliance. “This speaks to the fact that ABM isn’t an overnight fix, but rather an approach that requires intentionality, strategy, and cross-organizational collaboration over time in order to produce meaningful results. This is actually a really promising finding, because it affirms that B2B organizations can achieve great success if they continue to invest in their ABM teams, tools, and programs.” 

The Momentum ITSMA-ABM Leadership Alliance Study is based on an international survey of almost 300 ABM leaders and practitioners, plus interviews and hands-on experience with hundreds of programs. This year’s report documents the investments that ABM programs are making, the diverse approaches they’re taking, key attributes and maturity levels, team skills, tactics and tools, and business results. Some notable highlights include: 

ABM & Business Impact

Most ABM programs are indeed driving significant business impact, to the tune of:

• 90% are improving active engagement with selected accounts
  
• 84% are improving pipeline growth
• 77% are seeing revenue growth 
• 72% said ABM delivers higher ROI than other types of marketing

ABM Leaders

The organizations that report the most success with their ABM programs report making greater investments into the following areas:

• Account-based strategy
• Data and insight
• Thought leadership and campaigns
• Process excellence
• Team development
• Cross-organizational collaboration 

Priorities for Success in 2023

• Most (71%) of those with ABM programs will increase their budgets next year and 50% will add staff
• Few companies have built out a complete tech stack for ABM, and will need to make investments in this area in 2023 to maximize outcomes

To learn more, register for the webinar on the findings here and/or access the full report here.