Discover what account-based marketing actually entails, and how your business can benefit.

1. ACCOUNT-BASED
MARKETING
10 Things You Need to Know About

2. Despite all of the hype
surrounding
account-based marketing,
only 43% of people polled
have a clear definition of
what ABM is.

3. Definition of ABM:
Account-based marketing, at its most basic, makes an account
(rather than an individual lead) the focus of marketing and
sales efforts. To put it simply, ABM:
• RELIES ON DATA analysis to pinpoint the correct
accounts to target
• LEVERAGES RESEARCH to find the correct cadre
of contacts inside an account
• USES TARGETED, PERSONALIZED, TIMED
COMMUNICATIONs to engage those
contacts

4. There’s an overabundance of
information about
ABM floating around, so
we’ve compiled
10 of the most important
things to know about
account-based marketing...

5. • On average, 5.4 people now have to formally sign
off on each purchase
• Implementing a strong ABM program allows
you to close deals quickly by including all
decision makers from the beginning of the
buyer’s journey
1. ABM Helps to Loop in All
Decision Makers

6. • 80% of marketers who measure ROI say that ABM
initiatives outperform other marketing investment
• 60% of those who have used ABM for at least
a year report a revenue increase of at least
10%,and 19% report a revenue impact of
30% or greater
• Companies using ABM generate 200%
more revenue for their marketing
efforts
2. ABM = Increased ROI

7. ABM helps increase customer lifetime value by not just
focusing on getting customers in the door, but keeping
them there. By identifying ideal customers and going
after them, you’re able to choose customers that
you know will be successful with your product.
• Contract value for ABM-targeted accounts
increases an average of 40% for mid-
market accounts and 35% for enterprise
3. ABM = Increased
Contract Value

8. • 52% of companies say they currently have
ABM pilot programs in place
• 83% of ABM testers have plans to increase
their usage over the next year
4. ABM is Gaining Steam, Quickly

9. In the past account-based marketing was tedious
and time consuming. Today, the basic process
remains much the same, but technology has
changed the labor equation, making ABM
practical for any company that already uses
marketing technology well.
• In fact, while large companies are
currently the heaviest users of ABM,
small companies are the most
aggressive testers at this time
5. ABM is Not Just for
Enterprise Anymore

10. • 83% of those using ABM report that increased
engagement with target accounts is the top
reported benefit
6. ABM = Increased Engagement

11. • 84% of companies believe that ABM provides
significant benefits for retaining and expanding
current client relationships
• 83% of companies using ABM single out
“increased engagement with accounts”
as the most beneficial aspect of
account-based marketing.
7. ABM = Strengthened
Retention + Expansion

12. • On average, a B2B customer will use 6 interaction
channels (e.g. ads, email, phone, etc.), and
65% are frustrated by the inconsistency of the
experience. ABM can help by providing a
consistent experience across all channels
of communication to each person in a
targeted account
8. ABM Improves Consistency

13. • Organizations with tightly aligned sales and
marketing functions experience 36% higher
customer retention rates and 38% higher sales
win rates
• 91% of those with an ABM program in place
said that they were “tightly” or “somewhat
or moderately” aligned with sales
• 70% of ABM users report that their
sales and marketing organizations
are mostly or completely aligned
9. ABM Helps with
Departmental Alignment

14. • Effectively link buyer behaviors and data across
contacts for a unified account view
• Automatically score accounts and trigger
campaigns and workflows inside and outside
of the inbox
• Precisely target all decision makers
within an account and deliver a unified
experience across the organization
10. Leveraging Marketing
Automation for ABM
Allows You To:

15. With the right strategy and the right
technology to carry it out, ABM will support
as you balance your strategy among brand
awareness, demand generation, and
customer retention and expansion initiatives.
To learn more about Account-Based Marketing,
download our full eBook here.

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Act-On Software is a marketing automation company delivering innovation that empowers marketers to do the best work of their careers.
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to retention and loyalty. With Act-On, marketers can drive better business outcomes and see higher customer lifetime value. The Act-On
platform provides marketers with power they can actually use, without the need for a dedicated IT resource.
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