A recent study of over 200 B2B marketing and sales professionals revealed that over 90 percent of B2B companies from $10Million to over $1Billion in revenue use account-based marketing & sales as a key method for targeting new businesses and upselling to current customers. • 53 percent of companies stated that they are more focused on account-centric strategies compared to a year ago. • 40 percent consider account-based marketing to be a high priority. About LeanData Inc. We’re passionate about simplifying the B2B sales process. Our lead management software is specifically built for account-based marketing and target account selling strategies. LeanData customers like Marketo, DoubleDutch, and Act-On Software are seeing increased conversion rates to Sales Qualified Leads (SQLs) and greater sales productivity.

1. Executive Summary
Account-Based Marketing
Research
by
LeanData

2. 2
Exec
summary
What
is
account-­‐based
marke3ng
(ABM)?
The
set
of
go-­‐to-­‐market
programs
aligned
with
named
accounts,
target
accounts,
strategic
accounts,
or
customers.
Survey
Objec3ve
To
understand
momentum
for
account-­‐based
markeAng
and
target
account
selling
iniAaAves
for
B2B
industry.
Key
findings
• ABM
is
becoming
very
popular
among
B2B
companies
and
becoming
a
top
focus.
• Nearly
9
out
10
B2B
companies
are
using
ABM
strategies.
• Top
benefit:
Sales
and
markeAng
alignment.
• Top
challenge:
Inconsistent
understanding/definiAon
of
ABM
across
departments.
About
the
Survey
LeanData
received
responses
from
over
200
B2B
companies;
markeAng
and
sales
roles;
companies
ranging
from
under
$10Million
to
greater
than
$1Billion.
About
LeanData,
Inc.
We’re
passionate
about
simplifying
the
B2B
sales
process.
Our
lead
management
soTware
is
specifically
built
for
account-­‐based
markeAng
and
target
account
selling
strategies.
LeanData
customers
like
LiveRamp,
Act-­‐On
SoTware,
and
DoubleDutch
see
twice
as
many
leads
converAng
to
Sales
Qualified
Leads
(SQLs)
and
greater
sales
producAvity.

3. 3
Account-­‐based
markeAng
and
sales
survey
Of
B2B
companies
are
u3lizing
an
account-­‐
based
marke3ng
and
sales
strategy
53%
are
more
focused
than
1
year
ago
on
account-­‐based
marke3ng
and
sales
More
focus
Equal
focus
Less
focus
Consider
account-­‐
based
marke3ng
a
top
priority
for
B2B
marke3ng
and
sales
Source:
LeanData
Survey
October,
2014.
210
B2B
Sales
&
MarkeAng
professionals

4. 4
Many
folks
have
been
uAlizing
account-­‐based
markeAng
and
sales
strategies.
57%
of
B2B
companies
have
leveraging
ABM
for
at
least
a
year.
19%,
GeUng
Started;
Less
than
6
Months
11%,
6
to
12
Months
13%,
1
to
2
Years
44%,
More
than
2
Years
14%,
Not
Using
Source:
LeanData
Survey
October,
2014.
210
B2B
Sales
&
MarkeAng
professionals

5. 0%
5%
10%
15%
20%
25%
Don't
see
much
benefit
for
our
company
Lead
priori3za3on
Upsell
into
customers
and
strategic
accounts
Increase
lead
follow
up
and
conversion
rates
Op3mizing
marke3ng
programs
for
targets
Alignment
of
sales
and
marke3ng
7%
14%
19%
21%
23%
5
When
it
comes
to
top
benefits
for
account-­‐based
markeAng,
markeAng
and
sales
professionals
see
the
biggest
impacts
in
alignment
(23%),
op3mizing
programs
(21%),
and
increased
lead
follow
up
and
conversion
rates
(19%).
Source:
LeanData
Survey
October,
2014.
210
B2B
Sales
&
MarkeAng
professionals
<1%

6. 6
The
top
2
challenges
businesses
encounter
with
account-­‐based
markeAng
are
inconsistent
understanding
of
ABM
(33%)
across
business
units
and
obtaining
the
right
resources
(30%)
to
setup,
market,
and
maintain
ABM
programs.
Source:
LeanData
Survey
October,
2014.
210
B2B
Sales
&
MarkeAng
professionals
0%
5%
10%
15%
20%
25%
30%
35%
Building
target
list
Measuring
and
tracking
success
Right
resources
Inconsistent
understanding
of
ABM
13%
24%
30%
33%

7. 7
Experiences
with
ABM
(based
on
years
implemented)
For
those
doing
ABM
for
least
2
years...
• 76%
of
experiences
were
“generally
good”
or
going
“extremely
well”
Doing
it
more
than
1
year…
• Almost
no
one
is
reporAng
that
it’s
the
wrong
strategy
Doing
it
less
than
1
year…
• Key
challenges:
1)
Inconsistent
understanding
of
what
ABM
means,
(parAcularly
for
companies
under
$100Million)
2)
Building
&
maintaining
the
target
account
list

8. 8
Experiences
with
ABM
(by
company
size)
If
annual
revenue
is
greater
than
$250M…
• Upsell
into
exisAng
accounts
is
the
most
important
benefit
If
annual
revenue
is
greater
than
$100M..
• Highest
emphasis
is
on
opAmizing
their
markeAng
programs
for
their
targeted
accounts
If
annual
revenue
is
less
than
$100M…
• Sales
and
markeAng
alignment
is
a
top
priority
If
annual
revenue
is
less
than
$10M…
• 26%
reported
to
be
“struggling”
with
ABM,
but
believe
it
is
the
right
approach

9. 9
Survey
demographics
Sales,
31%
MarkeAng,
60%
Other
Business
Mgr,
9%
BUSINESS
ROLE
<
$10
Million,
24%
$10
Million
to
$50
Million,
38%
$51
Million
to
$100
Million,
13%
101
Million
to
$250
Million,
10%
$251
Million
to
$1
Billion,
7%
>
$1
Billion,
8%
ANNUAL
REVENUE
Source:
LeanData
Survey
October,
2014.
210
B2B
Sales
&
MarkeAng
professionals