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Top B2B Account-Based Marketing Facts for 2024

September 19, 2024

WeProspect.co understands how powerful B2B Account-Based Marketing (ABM) can be, especially for demand generation managers looking to deliver impactful results. However, getting the most out of an ABM strategy requires collaboration across multiple teams. To support your case for a larger budget, here are key B2B ABM statistics that highlight its value.

Why Choose B2B Account-Based Marketing?

Companies are increasingly incorporating B2B Account-Based Marketing tactics into their strategies:

67% of businesses already use B2B ABM.
68% of ABM leaders say their strategies are mature and expanding.
74% of ABM programs report revenue growth, while 70% noticed improved brand awareness.
93% of SaaS marketers consider ABM to be highly effective.
In 2022, 71% of companies planned to increase their ABM budgets.

ABM is a growing market. By 2030, it’s expected to be worth $3.1 billion, growing at a rate of 14.2% per year. Companies that use account-based marketing for B2B often see at least a 77% increase in revenue. In fact, 81% of marketers say ABM offers a better ROI than other strategies, although 35% struggle to measure it accurately.

The Impact of B2B Account-Based Marketing

The effectiveness of B2B ABM is clear from these statistics:

84% of businesses with an ABM strategy report pipeline growth.
67% of companies track pipeline growth, while 63% focus on revenue growth.
55% use a variety of B2B account-based marketing tactics, like one-to-one or one-to-many approaches.
91% of marketers rely on intent data to guide their account selections.
Companies using ABM achieve an average 90% engagement rate with targeted accounts.

ABM not only helps attract new clients but also re-engages existing ones. Personalization, a key element of B2B ABM, can re-engage up to 50% of current customers. Moreover, 85% of marketers report higher customer retention, and 65% have successfully grown their existing accounts through ABM.

Tools and Metrics for ABM Success

To maximize ABM’s success, many businesses use specialized tools. 72% of companies use platforms like HubSpot or Marketo to manage their ABM campaigns. Additionally, 79% of companies have increased revenue by integrating AI tools into their B2B ABM strategies.

However, 40% of companies struggle with internal expertise, and 35% say measuring ABM performance is a challenge, despite 53% tracking revenue growth as a key indicator.

Common Challenges in B2B ABM

Despite its success, there are still challenges in implementing B2B Account-Based Marketing tactics:

41% of marketers struggle to find and track the right data.
23% feel pressure to prioritize short-term wins over long-term goals.
47% of businesses rely on a mix of internal teams and external agencies to run their ABM programs, with only 20% feeling confident managing ABM in-house.

Trends in B2B Account-Based Marketing for 2024

Experts anticipate several trends in B2B ABM for 2024, including:

Hyper-personalization of content driven by AI.
A shift back to in-person events like conferences and networking opportunities.
Greater emphasis on aligning sales and marketing teams to create a cohesive strategy.

While new technologies will emerge, the core of B2B ABM—creating personalized, customer-centric campaigns—will remain the same.

Expert Tips for B2B ABM Success

At WeProspect.co, we’ve seen companies face many challenges when implementing B2B ABM strategies. Here are a few tips to ensure success:

Allocate more budget to top accounts: High-value accounts require more investment to maximize returns.
Don’t rely solely on software: While ABM tools are helpful, personalized research and customer insights are essential.
Update your target accounts regularly: Keep adjusting your account list as circumstances change.
Ensure data accuracy: Reliable data is critical for the success of any B2B Account-Based Marketing strategy.
Tailor your message: Customize your campaigns to ensure they resonate with each account.