Account-Based Marketing (ABM) is quickly making its way into the world of interactive, digital, marketing and advertising agencies as an essential strategy. We teamed up with Wakefield Research to understand its impact, the role it plays and how agencies and their clients really feel about ABM. Here are a few findings that stood out to our team:
Finding #1: Agencies see the value in ABM.
We surveyed 400 advertising professionals with titles or title equivalents of Vice President or higher at interactive, digital, marketing and advertising agencies and a majority of them (two out of three!) gave ABM a digital thumbs up. What’s even more exciting, is the fact that of those not currently using ABM, 70% plan to integrate it into their client work in the future.
Finding #2: Agencies are looking to invest in ABM professionals.
Agencies are also looking to add ABM as a skill set within their organizations. The need for agencies to have employees who can knowledgeably counsel their clients on ABM is becoming even more important. According the results from our survey, more than 4 in 5 advertising professionals at agencies will not hire applicants that lack ABM experience in the next year. (If you’re a B2B marketer looking to up your ABM game, you might want to check out our ABM certification, which can help you get the skills you need to be an ABM rockstar.)
Finding #3: ABM can help alleviate client’s biggest marketing challenges.
Nearly all (97%) advertising agencies report some challenges in addressing their clients’ marketing needs.However, more agencies are realizing that ABM can be an effective way to help their clients overcome these challenges.
Finding #4: Agency clients cite sales and marketing alignment as one of the best benefits of ABM.
Not only do all the agencies we surveyed have clients using ABM, but an overwhelming amount, 91% to be exact, have seen improved sales and marketing alignment across their clients’ organizations who have adopted ABM strategies.
Finding #5: ABM education matters more than ever.
While agencies understand ABM’s value, they’re struggling to convey the same sense of urgency to their B2B clients. According to our research, 45% of clients don’t understand what ABM is, and what’s more, 32% of clients think they’re using ABM, when they’re actually not.
We’ve created an actionable guide for the B2B agencies getting started with ABM. Inside, you’ll find everything you need to know to add ABM to your roster of services, including how to educate your clients about the strategy, best practices and technology recommendations. Also, if you’d like to learn more about the research above, you can always send our partner team a note here.
The Demandbase Agency & ABM Survey was conducted by Wakefield Research among 400 advertising professionals with titles or title equivalents of Vice President or higher at interactive, digital, marketing and advertising agencies in the U.S., between September 27 and October 10, 2017, using an email invitation and an online survey. 70 percent of respondents worked at agencies of 500+ employees and 47% of respondents work at agencies with revenues exceeding $20 million.
Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. For the interviews conducted in this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 4.9 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.