regalixAugust 2018STATE OF ACCOUNT- BASED MARKETING 2018IntroductionAccount-Based Marketing (ABM) is growing in significance in B2B marketing. The pressures on revenue growth increasingly require that sales and marketing teams work together with a common goal. ABM provides a platform to do just that. This study aims to understand the state of ABM today, the challenges faced by practitioners and what they see as the road ahead for them. To arrive at our findings, we surveyed senior executives responsible for ABM operations in mid to large sized corporations across regions. 0203State of Account-Based Marketing 2018Industry Break upRevenue Break upLevel Break upEmployee Break upDepartment Break upTelecommunicationsInformation Technology while 46% have been practicing it for between 1 and 5 years. Do you have an ABM strategy in place?How would you describe your level of ABM maturity?57% Yes43% No46% We have been using ABM for between 1 and 5 years now54% We have been using ABM for less than a year now05State of Account-Based Marketing 2018Increasing revenue is the primary goal of an ABM strategy74 percent of respondents chose increase revenue as their primary goal for using an ABM strategy. Next to follow were increase pipeline acceleration (62%) and align sales & marketing goals (50%). Given the pressure for revenue growth being felt by both sales and marketing, ABM is perhaps a good platform to get them working together to achieve a common goal. What are your primary goals for using an ABM strategy?06Maximize ROI on marketing spendGenerate more leadsAlign sales & marketing goalsIncrease pipeline accelerationIncrease revenue36%42%50%62%74%A little over half the respondents we surveyed find ABM to be only somewhat effective in achieving their goalsWhen asked how effective has ABM been in achieving their goals, 51% of respondents rated it as being only somewhat effective while as high as 41% found it as being somewhat ineffective in achieving their goals. This perhaps is a reflection of the fact that a majority of them have been practicing ABM for less than a year.How effective has ABM been in achieving the goals?41% Somewhat ineffective: achieved 25-49% of the set goals51% Somewhat effective:achieved 50-99% of the set goals2% Very effective: achieved100% of the set goals6% Very ineffective: achieved 5-25% of the set goals07State of Account-Based Marketing 2018In-house teams mostly run ABM programs 82 percent of respondents said that their ABM programs were run by in-house resources.These initiatives were mostly handled by corporate marketing (48%), or they were co-owned by sales and marketing teams (30%).08Who runs the ABM program for your organization?82% We have in-house resources16% We use a combination of in-house andoutsourced resources2% We have outsourced it to specialistsWhich department/departments owns ABM efforts in your organization?4% Sales14% Digital marketing4% Product marketing48% Corporate marketing30% Co-owned by sales and marketing09State of Account-Based Marketing 2018Firmographic data is the key identifier of target accounts, and email is the most preferred channel for communication A majority (53%) of respondents said that they segregate their target accounts for ABM based on firmographic data obtained from their CRM tool.89 percent of respondents chose email as their primary mode of reaching out to the target audience from their target accounts. Calling each target audience individually (71%), social media (64%) and display ads (51%) also seem to have gained good traction.How do you discover and define your target accounts?1053% Segregate the accounts from CRM based onfirmographic data18% Use intent based predictiveanalytics tools to identify thesurging accounts16% Source company data from adatabase company13% Other