R-PPT_ABM Benchmarking_2022_sample slides.pdf
- 1. Account-based marketing and intent data benchmarking study Understanding the workings of ABM and the use, success and challenges of intent data 1
- 2. 2 Source: Foundry ABM Benchmark Study, 2022 46% 57% 61% 63% SEO Social media (organic) Paid digital advertising Content marketing Marketing tactics used: Tech marketers are using account-based marketing (ABM) 96% of marketers have a documented ABM strategy Survey purpose and goal: We conducted this survey to understand the workings of account-based marketing (ABM) and its evolution and adoption compared to traditional marketing approaches. We also looked at the use, success and challenges of intent data.
- 3. 3 ABM is seen in a positive light Source: Foundry ABM &Intent Benchmark Study, 2022 94% rate ABM as extremely or very important to their marketing objectives 84% feel their ABM efforts have been extremely-very successful
- 4. 4 A variety of business objectives are driving ABM investments Question: What business goals drove investments for ABM programs in the last 12 months at your organization (select all that apply) and what do you view as the most important (select one)? Source: Foundry ABM & Intent Benchmark Study, 2022 Business goals driving ABM investments: • Improve new account acquisition (69%) • Better win-rates (69%) • Creating wider engagement within ICP (65%) • Upsell & cross-sell to existing customers (64%) • Accelerate pipeline (60%)
- 5. ABM’s focus on collaboration may be changing the dynamic for sales & marketing teams 5 Source: Foundry ABM & Intent Benchmark Study, 2022 76% of marketers say their alignment is strong with their sales team 63% of marketers have three of more people working together on their ABM programs
- 6. Question: What marketing tactics do you use most often to support your ABM efforts? Thinking about your ABM marketing efforts, please rate your level of agreement with the following statements: 6 Source: Foundry ABM & Intent Benchmark Study, 2022 Marketing support for ABM efforts 46% 57% 61% 63% SEO Social media (organic) Paid digital advertising Content marketing 90% of marketers agree that as their ABM efforts mature, they are adding more tactics to their programs Marketing tactics used:
- 7. 7 Marketers are faced with ABM challenges Question: What are the biggest challenges you face with account-based marketing in the next 12 months? Thinking about your ABM marketing efforts, please rate your level of agreement with the following statements: Source: Foundry ABM & Intent Benchmark Study, 2022 30% 31% 32% 34% 46% Creating a target account list Acquiring opted-in contacts Reach/ engaging target accounts Gaining c-level involvement Prioritizing accounts 81% of marketers agree that ABM program measurement is one of their biggest challenges Top ABM challenges:
- 8. 8 The art of combining ABM efforts and intent data has become mainstream Question: Thinking about your ABM marketing efforts, please rate your level of agreement with the following statements: Source: Foundry ABM Benchmark Study, 2022 91% are using intent data to identify what content should be served within ABM campaigns
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