AMB programs grew in importance in 2020

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 05, 2021, 2:55 AM GMT+0

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.

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