ABM is a structured approach to developing and implementing highly customized marketing campaign to markets of one. Investment in ABM in 2013 was at an all-time high and predicted to grow even more in 2014. Nearly all B2B solution providers that measure Account Based Marketing (ABM) ROI find that ABM delivers higher ROI than other marketing initiatives. So why then is the number one ABM challenge getting adequate budget to support ABM programs and resources? Why isn’t investing in ABM an easy decision? Even more importantly, what can you do to ensure that your ABM program builds momentum and continues to deliver outstanding results? This survey report provides detailed data on the most current status of: ABM adoption stages Primary ABM objectives and achievements Key benefits of ABM for sales and customers Size and growth of the ABM budget Measuring ABM results ABM best practices In addition, you will get ITSMA’s recommendations on how to document and communicate positive ABM outcomes that will help sustain an ABM program and build momentum. Methodology Web-Based Survey Survey invitations were emailed during October 2013 to ITSMA member and select non-member companies 88 primarily marketers at B2B technology and business services companies completed the survey ITSMA Analyzed the Data Three Ways Stage of ABM Adoption Standardizing & Scaling ABM Planning, Piloting, & Building ABM Size of Company (annual revenue) Less than $500M $500M–$9.9B $10B or More Company Type Sells products & services Primarily services

1. ONLINE SURVEY
Account Based Marketing and ROI:
Building the Case for Investment
Julie Schwartz, Senior Vice President
Research and Thought Leadership, ITSMA
Abbreviated Summary | January 2014
©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.

2. Abbreviated Summary
ABM yields higher returns per
The three biggest ABM challenges:
marketing dollar than other
marketing investments. But many
ABM initiatives are abandoned
because ABM is so unlike
conventional marketing initiatives.
How do you make the case for
sustained investment?
Note: This abbreviated summary highlights
a few significant findings from the ITSMA
study Account Based Marketing and ROI:
Building the Case for Investment.
A more in-depth analysis can be found in
the full report.
©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.

3. ABM is big and getting bigger
On average, among B2B IT
services companies, 15% of the
marketing budget is spent on
What are your spending plans in FY2014 for
Account Based Marketing? Will spending:
% of Respondents (N=58)
ABM. And of the companies who
have ABM initiatives, over seven
in ten say that they plan to spend
more (and nobody is planning to
spend less).
Stay the
same
28%
Increase
72%
ABM
spending
is on the
rise
Source: ITSMA Account Based Marketing Survey, October 2013
©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.

4. ABM delivers a high ROI over time
Over
80% of marketers that
And half of those say that the
measure ROI say that ABM
difference is significant.
initiatives outperform other
So investing in ABM should be
marketing investments.
a no-brainer.
Do you measure
ABM return on
investment
(ROI)?
% of
No
Respondents
30%
(N=63)
Don’t
know
10%
Right?
How does ABM return on investment (ROI) compare
to other marketing initiatives?
% of Respondents (N=38)
Yes
60%
Significantly higher
42
Somewhat higher
42
About the same
16
Source: ITSMA Account Based Marketing Survey, October 2013
©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.

5. ABM requires time to take off
Wrong.
ABM isn’t like other
ABM is a marketing example of
marketing initiatives. You may
high operating leverage. You invest.
ultimately get a sizable deal,
You spend time underwater. And
but you also spend
when it pays off, it pays off big.
a long time on the
ROI of an ABM Program
runway before
ROI Over Time
taking flight.
break even
ROI
0
Time
©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.

6. Do the right things upfront
and the returns will follow
There are two keys to sustaining the momentum
of your ABM program.
First, position it correctly at
Second, create broad metrics
the start. Not as a marketing
that can help you show interim
initiative. Not as demand gen.
success, even without
As a company-wide strategic
immediate revenue. Number of
relationship-building initiative.
executive contacts. Invitations
to bid. Meetings obtained.
Correct positioning
of ABM correlates directly with
high ROI on ROI
Gather evidence from early wins
to get the resources to
build, standardize, and scale
your ABM program
©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.

7. Study Methodology
Industry % of Respondents (N=88)
In October 2013 ITSMA
8
8
8
15
surveyed 88 executives,
almost all in marketing,
mostly from B2B IT services
15
companies.
Annual Revenue of Companies Represented
% of Respondents (N=88)
44
19
Other
Other business services
Outsourcing (technology/
business process)
Telecommunications and
network systems/solutions
Software solutions
Computer systems and solutions
28
IT professional services/consulting
*Storage, semiconductor capital equipment, office equipment, test and
measurement, industrial automation
13
9
Less
than
$100M
7
$100M
up to
$499M
$500M
up to
$999M
14
13
$1B
up to
$4.9B
$5B
up to
$9.9B
$10B
or more
Source: ITSMA Account Based Marketing Survey, October 2013
Where are
you
physically
located?
% of
Respondents
(N=88)
Africa
Latin 1%
America
1%
Asia/Pacific
8%
North
America
62%
Europe
28%
©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.

8. Respondent Characteristics
% of Respondents (N=88)
Which of the following best describes
your job title or level?
Individual contributor
11%
Manager
24%
Member of the
functional or LOB
leadership team
Primarily
Services
38%
27%
9%
91%
47%
53%
Products
and Services
88%
Primarily
B2B
Director
Which of the following best describes
your function?
Other
Type of Company
Marketing
Type of Customers
Both B2B
and B2C
12%
Source: ITSMA Account Based Marketing Survey, October 2013
©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.

9. Respondent Characteristics
Which of the following job roles have you held, either currently or in the past?
% of Respondents (N=46)
Account Based Marketing
Marketing communications
Event marketing
Industry marketing (vertical markets)
Sales enablement
Content/thought leadership development
Product/offer management
Business development
Field marketing
Partner/alliance marketing
Direct client experience/Client-facing role (delivery)
Digital content management
Brand management
Sales
Community management
Other
100
72
61
61
59
54
48
46
44
41
33
28
26
26
15
7
Note: Multiple responses allowed. Includes only respondents that have held ABM positions.
Source: ITSMA Account Based Marketing Survey, October 2013
©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.

10. Want to learn more?
Here’s what is included in the
full study
Slide
Executive Summary
2
Methodology and
Respondent Demographics
16
Detailed Findings
26
For More Information
Julie Schwartz
Senior Vice President
Research and Thought Leadership
ITSMA
jschwartz@itsma.com
+1-781-862-8500, Ext. 112
©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.