A third of B2B marketers who use account-based marketing (ABM) say they have seen a return on investment of more than 50% from the strategy, according to recent research from Demand Spring.
The report was based on data from a survey conducted in 2022 among 100 marketers in North America who work for B2B firms across a wide range of industries.
Among respondents who say their firm uses ABM, 17% say they have seen an return on investment (ROI) of 50%-74% and 4% say they have seen an ROI of 75%-100%. Another 12% say they have seen an ROI of more than 200%.
Some 53% of respondents say their ABM strategy generates more revenue than other marketing efforts.
The top reasons for using an ABM strategy are to generate new business (74% of B2B marketers cite as a goal), increase revenue (54%), and increase engagement (46%).
A quarter of B2B marketers say ABM has significantly improved their firm's relationships with customers and 33% say ABM has moderately improved customer relationships.
About the research: The report was based on data from a survey conducted in 2022 among 100 marketers in North America who work for B2B firms across a wide range of industries.
