SAN FRANCISCO, April 21, 2016 — Today at Demandbase’s third annual Marketing Innovation Summit for B2B, SiriusDecisions revealed the results of its 2016 State of Account-Based Marketing (ABM) Study. The key findings indicate that ABM adoption is rapidly accelerating and has gained fast acceptance in B2B: more than 70 percent of B2B companies have staff that are fully or partially dedicated to driving ABM-specific programs. Additionally, 58 percent have a pilot or test program and 41 percent have a full program in place. In comparison, last year only 20 percent of companies had full programs in place. B2B marketers report that ABM helps them achieve three key goals: increased revenue, increased pipeline and higher quality leads.
“B2B marketers have realized the limitations of traditional demand generation programs and measurements and instead are rapidly embracing the power of ABM,” said Peter Isaacson, chief marketing officer at Demandbase. “We have seen first-hand the meteoric rise of ABM through the explosive growth of our customer base. The data from SiriusDecisions confirms what is happening in the market–that ABM is the growth strategy of choice because it drives the outcomes that really matter to businesses: increased pipeline and revenue.”
Additional findings include:
“This year’s data shows ABM continues to gain rapid acceptance for B2B marketers,” said Megan Heuer, vice president of research at SiriusDecisions. “What is most exciting is that marketers are rapidly building ABM skills so they can deliver on its promise. Marketing teams understand there are many ways ABM can deliver business impact and are reporting on a range of metrics focused on both demand creation and relationship improvement objectives. In the coming year we’ll see marketers continue to invest in ABM technologies to deliver on their goals.”
Heuer is scheduled to give a keynote today at Demandbase’s Marketing Innovation Summit for B2B. During the session, Heuer will discuss how ABM is gaining acceptance with B2B marketers as a true growth strategy and share examples of success and highlight data from the survey.
Twice the size of the 2015 report, this year’s study covers more than 200 B2B companies. Forty percent have revenue above $250 million and 16 percent represent more than $2 billion in revenue. Fifty-eight percent sell to companies with more than 1,000 employees. Ninety percent of companies were U.S. based.
Demandbase, the leader in Account-Based Marketing, enables B2B companies to identify and target the accounts they value most, and then market to them across the entire funnel. The Demandbase B2B Data Cloud is the definitive B2B database and technology for targeting accounts and specific segments within those accounts. The B2B Data Cloud supports customers across their existing, full marketing technology stack and powers The Demandbase B2B Marketing Cloud, which is one of the only subscription-based ad targeting and web personalization solutions that lets marketers connect campaigns directly to revenue. The B2B Marketing Cloud is powered by patented technology, which allows companies to identify the accounts they value most and personalize their digital marketing efforts to them. With Demandbase, businesses can target, engage, convert and retain the customers that matter most to their bottom line. Enterprise leaders and high-growth companies such as Adobe, Salesforce.com, Box, CSC, DocuSign, Dell and others use Demandbase to drive Account-Based Marketing and maximize their marketing performance. More information can be found at https://www.demandbase.com or by following the company on Twitter @Demandbase.