If you are looking to implement ABM, improve your current ABM practices, or see how your ABM approach compares to those of other B2B practitioners, this new TechTarget-Heinz Marketing research can help provide a useful roadmap and benchmarks. Based on survey responses from 262 B2B sales and marketing professionals employing ABM, this report covers the many facets of an ABM program - from budget to lead scoring - and what has and hasn't worked for a range of organizations. Below are excerpts from the full report on some of the most common elements found throughout successful ABM programs:
Here are a few takeaways from the report:
- Survey responses suggest that ABM programs improve in effectiveness over time, as 46% of successful organizations have been implementing ABM for 3+ years.
- The ability to continuously change is a common element of successful ABM programs surveyed in this study. This includes changes within sales teams.
- Technology decisions also relate to the success of ABM, as 60% of organizations with successful ABM programs have invested in ABM support technology and 76% will continue to improve their tech stack in the next year.
ABM success is an outcome achieved by consciously managing its many associated elements. Where no ABM program is exactly the same, the factors that contribute to its success prove to be very consistent.
As ABM practices continue to evolve, we hope that this research will prove useful as a roadmap. These success factors should help your organization navigate towards achieving your goals more quickly and with less risk. We're confident that you can follow this set of core principles to build a successful program within your own organization.
To learn more about practical ABM, read our guide on Creating an ABM Program that Actually Works.