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ITSMA ABM Survey - Fueling the Account-Based Marketing Fire, Abbreviated Summary

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Account-Based Marketing (ABM) is one of the hottest trends in B2B marketing for a very simple reason: It works.

Some 84% of companies engaged in ABM say the ROI is higher than for other types of marketing and about the same number say both that it is already a key aspect of their marketing strategy and that its importance continues to grow. More than two thirds of companies will increase spending on ABM in 2016.

In response to the growing demand for ABM, companies have begun to develop three different approaches to enable faster program expansion and broader coverage of accounts: strategic ABM, ABM lite, and programmatic ABM.

At the same time, however, it is still early days for ABM. Most companies have only begun their ABM programs within the last two years; almost half just within the last year.

ITSMA’s new study, Fueling the Account Based Marketing Fire, documents the rapid growth of ABM, the development of the three approaches, and the challenges of scaling ABM programs beyond the initial pilot phase.

Based on survey data as well as in-depth interviews with leading ABM practitioners, the study provides detailed data on:

The importance of ABM
Types of ABM currently implemented
Impact of ABM on all of marketing
Size of the ABM budget
Technologies used to support ABM
Approaches to scaling ABM
Experience levels and stages of adoption for each type of ABM
Marketing and Sales alignment
Campaign tactics
Key metrics

The study report also provides insight into the key failure points that companies must overcome in scaling ABM programs and strategic recommendations to ensure program growth and success.
Study Methodology

Web-based Survey
Survey invitations were emailed during March 2016 to ITSMA member and select non-member companies
112 primarily marketers at B2B technology and business services companies completed the survey

Qualitative Interviews
12 marketing leaders were interviewed by ITSMA, 8 are members of the ITSMA Account-Based Marketing Council

Published in: Marketing
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ITSMA ABM Survey - Fueling the Account-Based Marketing Fire, Abbreviated Summary

  1. 1. Fueling the Account- Based Marketing FireJulie Schwartz SeniorVice President,Research andThoughtLeadership,ITSMA ITSMA Survey | April 2016 A B B R E V I A T E D S U M M A R Y This abbreviated summary highlights some of the most significant findings of ITSMA’s 2017 Account-Based MarketingSM Survey. A more in-depth analysis can be found in the full report https://www.itsma.com/research/fueling-account-based-marketing-fire/
  2. 2. ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 2 86% Account-Based Marketing is one of the hottest trends in B2B marketing for a very simple reason: It works. 78% say that the importance of ABM has increased in the last two years Source: ITSMA Account-Based MarketingSM Survey, March 2016 (N=112) say that ABM is very important or important to their overall marketing strategy ITSMA’s Account-Based MarketingSM Survey | SV4598 © 2016 ITSMA. All rights reserved www.itsma.com 2
  3. 3. ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 3 of companies say ABM delivers higher ROI than for other types of marketing Source: ITSMA Account-Based MarketingSM Survey, March 2016 (N=51) 84% Although some companies have been doing ABM for years,for many, it is still early days Source: ITSMA Account-Based MarketingSM Survey, March 2016 40 46 54 29 31 20 13 12 14 19 12 11 For how long has your company been doing ___? % of respondents Strategic ABM (N=48) ABM Lite (N=52) Programmatic ABM (N=35) Less than 1 Year 1 to 2 Years 3 to 5 Years >5 Years
  4. 4. ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 4 ITSMA’s new study,Fueling the Account-Based Marketing Fire documents, the rapid growth of ABM the development of the three approaches and the challenges of scaling ABM programs beyond the initial pilot phase Expected ABM Budget Change in 2016 What are your spending plans in FY2016 for Account-Based Marketing? % of respondents (N=94) Increase 69%Stay the same 22% Decrease 1% Don't know 7% Source: ITSMA Account-Based MarketingSM Survey, March 2016 Approach to Scaling ABM Programs What approach are you taking to scale your ABM programs? % of respondents (N=65) Note: Multiple responses allowed. 77 69 42 20 Developing tools and templates to facilitate reuse and best practice sharing Adding technology to automate and create more leverage Adding more ABM marketing resources to cover more accounts Having existing ABM marketers cover more accounts The majority of companies are in the Pilot and Build stages Looking at the ITSMA Account- Based MarketingSM Adoption Model, in which stage would you place your organization’s _____ initiative today? % of respondents Stage of ABM Adoption 27 27 27 19 39 39 17 6 49 26 17 9 Pilot Build Standardize Scale Strategic ABM (N=48) ABM Lite (N=52) Programmatic ABM (N=35)
  5. 5. ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 5 Step 4. Scale Step 3. Standardize Moving from Standardize to Scale The study also provides insight into the key failure points that companies must overcome in scaling ABM programs and strategic recommendations to ensure program growth and success. Step 1. Pilot Step 2. Build Moving from Pilot to Build
  6. 6. ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 6 Methodology Source: ITSMA Account-Based MarketingSM Survey, March 2016 Web-Based Survey Survey invitations were emailed during March 2016 to ITSMA member and select non-member companies 112 Primarily marketers at B2B technology and business services companies completed the survey Qualitative Interviews • Avanade Inc.* • Cisco Systems, Inc.* • Cognizant Technology Solutions* • CSC • Dell, Inc.* • Deloitte • Fujitsu • Juniper Networks, Inc.* • KPMG LLP* • Microsoft Corporation* • Oracle • SAP America, Inc.* * Denotes member of the ITSMA Account-Based MarketingSM Council
  7. 7. ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 7 ITSMA Account-Based MarketingSM: A core definition Treating individual accounts as a market in their own right A structured approach to developing and implementing highly-customized marketing campaigns to markets of one,i.e.,accounts,partners,or prospects. This approach involves marketing and sales taking a close look at key business issues facing the target,mapping them to individuals,and tailoring campaigns to address those issues. © 2017 ITSMA. All Rights Reserved.
  8. 8. ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 8 Sell both products and services 44% Primarily sell services (10% or less revenue from products) 42% Primarily sell products (10% or less revenue from services) 14% Marketing 85% Corporate executive team (CEO, President, COO, CFO) 10% Sales 4% Other 2% Respondent Demographics Which of the following best describes your job title or level? % of respondents (N=112) C-level 13% VP/ Senior VP 14% Director 30% Manager 34% Individual contributor 9% Which of the following best describes your job role? % of respondents (N=112) Source: ITSMA Account-Based MarketingSM Survey, March 2016 Which of the following best describes your organization’s industry? % of respondents (N=112) Primarily B2B (business to business/ business to government) 93% Both B2B and B2C 7% Customer Focus: Which of the following best describes your organization? % of respondents (N=112)
  9. 9. ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 9 Respondent Demographics Which of the following best describes your organization’s industry? % of respondents (N=112) 31 16 13 12 11 9 5 5 Other Outsourcing (technology/business process) Telecommunications and network systems/solutions Marketing services/advertising agency Computer systems and solutions Other business services IT professional services/consulting Software solutions Where are you physically located? % of respondents (N=112) North America 60% Europe 29% Asia/Pacific 8% Latin America 2% Africa 2% Source: ITSMA Account-Based MarketingSM Survey, March 2016 39 11 4 16 7 23 Less than $100M $100M up to $499M $500M up to $999M $1B up to $4.9B $5B up to $9.9B $10B or more What was your company's annual revenue in 2015? % of respondents (N=112)
  10. 10. ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 10 Buy the study Member: $295 Non-member: $495 Want to learn more? For more information Here’s what is included in the full study: The report is available for no additional fee to current ITSMA members that responded to this survey and for sale at member and non-member prices to all others. http://www.itsma.com/research/fueling-account-based- marketing-fire/ Slide Executive Summary 3 Methodology and Respondent Demographics 27 Detailed Findings 35 Strategic ABM 48 ABM Lite 60 Programmatic ABM 72

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