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B2B Account-Based Marketing Statistics for 2024

by 

Lauren O'Bryan

Last updated: April 17th, 2024

If you’re a seasoned demand generation manager, you’re more than likely familiar with what account-based marketing can do. However, implementing an ABM strategy that is impactful often requires getting multiple parties on board.

In this article, we’ve compiled a selection of ABM stats to help you pitch for the budget you need and win over your company’s decision-makers with solid data.

Why Choose Account-Based Marketing?

• 67% of brands make use of an account-based marketing strategy.
• 68% of ABM industry leaders say their strategy is mature enough that they are now expanding their plans.
• 74% of ABM programs drive significant or moderate revenue growth.
• 70% see a noticeable improvement in brand awareness and knowledge after implementing an ABM strategy.
• 93% of SaaS marketers rate account-based marketing as an extremely or very successful strategy.
• In 2022, 71% of companies planned to increase their ABM budgets the following financial year.
• On average, in 2022, 28% of the marketing budget was dedicated to ABM.
• The ABM sector is expected to hit a net worth of $3.1 billion by 2030, growing at an impressive CAGR of 14.2%.
• Companies utilizing an account-based marketing strategy see at least a 77% growth in revenue.
• According to 81% of marketers, ABM delivers a higher ROI than other types of marketing strategies. But, at least 35% of marketers admit they aren’t measuring ROI.
• 84% of companies with an ABM strategy have recorded pipeline growth as a result.
• Pipeline growth is the most widely used metric for 67% of companies, closely followed by revenue growth at 63%.
• At least 55% of those using an ABM strategy are using two or more types of ABM approach – one-to-one, one-to-few, or one-to-many.
• The top two tactics used by ABM marketers are account research and identifying target contacts.
• 91% of marketers use intent data to prioritize accounts, identify suitable content, and build target account lists.
• Most organizations (49%) will manage 15-100 accounts per quarter.
• On average, companies running ABM strategies have a 90% engagement rate with their accounts.
• Companies can get up to 50% better customer re-engagement by using an ABM strategy and personalized messaging.
• 34% of marketing professionals intend to move towards an account-based marketing strategy in the future.
• 68% of companies employ a dedicated ABM strategy leader to guide marketing efforts.
• 34% of companies use a blended ABM approach due to the costs of a one-to-one strategy.
• 85% of marketers have found an improved ability to retain customers from having an ABM strategy.
• The 2022 ABM Census found that 65% of survey respondents were able to grow their existing accounts.
• 74% of businesses indicate the main goal of their ABM strategy is to generate new business.
• Studies have shown that where sales and marketing teams align well, they can close up to 38% more deals.
• 47% of companies say they use a combination of in-house staff and agency support to implement their ABM strategies as intended, while 25% manage everything in-house.
• Only 20% of marketers can confidently say they have the in-house expertise to manage their ABM programs.
• 38% of marketing leaders are hopeful about AI and believe it will reduce the costs of ABM marketing, and almost 50% say they expect it will make their job easier.

Essential Tools and Metrics Used By Account-Based Marketers

• 79% of businesses confirm that integrating AI tools into their ABM strategy has led to an increase in revenue.
• 66% of businesses use one or two tools to manage their ABM strategy.
• 72% of companies say they use an ABM platform to manage their accounts, with HubSpot being the most popular (23%) and Marketo coming in a close second (22%).
• 53% of businesses measure revenue as an indicator of their ABM strategy progress.

What Are the Challenges Facing Account-Based Marketing?

• 41% of marketers stated that the difficulty of sourcing and tracking the right data is a major challenge for ABM.
• 35% of marketers surveyed broadly stated that measuring the success of ABM programs was the biggest challenge.
• 23% of those surveyed pointed at the pressure to prioritize quick wins over long-term investment as an issue.
• 40% of B2B companies surveyed in 2022 stated that a lack of internal expertise was the main challenge in executing their strategy.

What Does 2024 Hold for Account-Based Marketing?

Experts predict that 2024 will bring the following for account-based marketing:

• Hyper-personalization of content and communication, fueled by AI tech
• More in-person events, like conferences and networking
• An increased focus on how to make sales and marketing teams even more cohesive

However, overall, the essence of ABM will stay the same, with a customer-centric focus at its core.

ABM Tips and Tricks From the Experts

At Powered by Search, we’ve seen many SaaS companies struggle with their account-based marketing strategies. We’ve got some pointers on common ABM mistakes to avoid based on our clients’ experiences.

In our experience, companies often don’t allocate enough of their budget to top-performing accounts. A business will calculate their target CAC, but they fail to apply that across the board to all accounts. Our tip is to be flexible and allocate more to the high-value accounts that show greater promise.

Another common mistake is trying to take the easy way out, believing that software is the silver bullet solution that will make it all fall into place. And yes, there’s some amazing software designed specifically for B2B SaaS, but spoiler – it isn’t a cut-and-paste solution. You still have to do the work, research your customers, and develop an effective content marketing strategy.

Always develop campaigns on an account-by-account basis so that your message is hyperpersonalized. But don’t forget to refine your target accounts list as you go. Things change, and adaptation is key to success at ABM.

On the same note, good data is accurate data. B2B account-based marketing relies heavily on data capture to inform your approach to each account. Once data is inputted incorrectly, it’s a mess to fix.

Finally, if you don’t accurately research your accounts, you risk providing a mismatched journey-offer fit. This will result in a whole lot of wasted effort.

Wrapping Up

Account-based marketing is the big thing in marketing right now. The personal approach is what customers want, and from the ABM stats we’ve collected in this article, it certainly pays off.

Naturally, challenges remain for marketers implementing an account-based marketing strategy, but the gains in terms of revenue and reputation far outweigh the risks.

If you’re starting your B2B account-based marketing journey and need a little help, we’re happy to help. At Powered by Search, we can help you establish your account-based marketing approach, which includes a comprehensive roadmap of initiatives and business forecasting. We’ll take the reins and be there for guidance and one-on-one consultation as needed.

Get in touch today!