43% of ABM practitioners are in the early phase of implementing new technologies and processes

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 02, 2020, 1:40 AM UTC

Account-based Marketing (ABM) has become universal to revenue strategies among B2B professionals.

The 2020 State of ABM report looks at account-based sales and marketing practices among companies amid COVID-19. 8% reported having an ABM program in an experimental pilot phase in 2020, and 43% are currently in the “early” phase of executing ABM technologies and processes.

Of those polled, 61% had an account-based approach to customer marketing, retention or expansion. However, new business generation, customer retention and pipeline acceleration were the top three goals among companies with sophisticated ABM programs.

Lead generation was a top three performance indicator for 42% in the early phase. ABM programs in the pilot and early phases were responsible for 18% and 20% of overall revenues, respectively. Companies with mature programs (80%) said their budgets remained the same or increased.

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