ABM benefits can include:
Effective ABM drives clear results. According to the 2014 ITSMA Account-Based Marketing Survey, ABM delivers the highest ROI of any B2B marketing strategy or tactic.4
Higher Response Rates
A survey from Sirius Decisions shows that ABM produces high response rates and results in substantial online activity and lead generation among buying decision makers:
- Response rates from ABM accounts: 47%5
- Online activity from ABM accounts: 39%5
- Number of new contacts in ABM accounts: 36%5
While it’s difficult to quantify these numbers against traditional marketing strategies, it’s safe to say that the numbers from the Sirius Decisions report are encouraging. A strategy that is proven to produce nearly 50% response rates is worth adding to your portfolio.
Less Waste and Risk
Scalable ABM marketing strategies allow B2B tech marketers to do more with less. Because ABM is highly targeted, it allows marketers to focus their resources more efficiently and run marketing programs that maximize opportunities.