Demandbase-2020年基于账户的营销（ABM）营销报告（英文）-2020.9-44页_1015kb

2020 ABM Market Research Study Summary

Core Content Overview

This 2020 ABM market research study explores the adoption, performance, and challenges of account-based marketing (ABM) across B2B organizations. It highlights the growing importance of ABM in marketing strategies, particularly as companies seek greater efficiency and revenue scalability. The study also emphasizes the persistent challenges in measurement and data quality, which remain critical for ABM success.

Key Findings

• Early Adoption Yields Better ROI: Companies that adopted ABM earlier are more likely to see a return on investment (ROI), with 75% of those achieving at least a 2x ROI having had a full program in place for at least 6 months.
• Increasing Budget Allocation: ABM budgets increased by 40% year over year, from 20% in 2019 to 28% in 2020. Companies with full ABM programs allocate 39% of their total marketing budget to ABM.
• Large Companies Lead in Adoption: 91% of companies with 1,000+ employees either have a full ABM program, are in a pilot phase, or plan to start one. Computer software, information technology, and marketing/advertising industries lead in ABM adoption.
• Marketing and Sales Alignment is Strong: 62% of companies report "decent" or "solid" alignment between marketing and sales, though only 9% rate it as "awesome."
• Measurement is the Weakest Area: Only 5% of companies report "awesome" measurement of ABM, with most still relying on lead-based metrics. Companies with strong ROI are more likely to use account-specific metrics.
• Data Quality is a Persistent Challenge: 53% of companies with full ABM programs cite data quality as their top challenge, highlighting the need for better data management.
• Tools and Technology are Essential: The top tools for ABM include CRM, marketing automation, and LinkedIn. Newer tools like Drift and Alyce are gaining traction.
• Dedicated ABM Leadership Boosts ROI: Companies with a dedicated head of ABM are 3x more likely to see strong ROI, with 11.4% reporting such leadership versus 2.3% for those with low/no ROI.
• ROI is Still Elusive for Many: 57% of companies haven't started measuring ABM ROI, and 12% don't know how to do so. Revenue generated and MQLs are the most commonly tracked metrics.
• Team Involvement Varies: The average team involvement in ABM is 39%, with mature programs involving 51% and those with strong ROI involving 61%.
• Investment Trends: Content, direct mail, and ABM ads are top priorities for investment in 2020, while syndication, inbound, and events receive less attention.
• Account-Based Metrics Are Gaining Momentum: Metrics like account engagement, meetings set, and target account pipeline are becoming more prevalent, though MQAs and deal velocity remain underutilized.

Future Predictions

• ROI Will Improve: The report predicts an increase in ROI from ABM in future studies as more companies adopt and refine the practice.
• Dedicated ABM Leadership Will Grow: The role of a dedicated head of ABM is expected to become more common and critical as ABM matures.
• Multi-Channel Plays Will Expand: As companies move beyond foundational setup, they will increasingly invest in multi-channel, orchestrated ABM plays.

Challenges and Priorities

• Top Challenges for Full Programs:

  • Data quality (53%)
  • Lack of budget (33%)
  • Lack of ability to execute (34%)
  • Need for the right tools (31%)

• Top Priorities for 2020:

  • Measurement
  • Content creation
  • Account selection
  • Alignment between marketing and sales
  • Web personalization and ads

ABM Adoption Journey

• Most Companies are in Full Programs or Pilots: 61% of companies have a full ABM program or are in a pilot phase.
• Early Stage Challenges:
  • Lack of budget
  • Lack of ability to execute
  • Lack of tools/tech
• Maturity by Company Size:
  • 48% of large companies (1,000+ employees) have a full ABM program.
  • 13% of large companies have had a full program for over 2 years.
  • Only 6% of smaller companies (under 50 employees) have had a full program for over 2 years.

ABM Metrics Tracking

• Most Common Metrics:

  • Revenue generated (67%)
  • Marketing Qualified Leads (MQLs) (64%)
  • Pipeline created (58.61%)
  • Account engagement (50%)
  • Meetings set (47.35%)
  • Target account pipeline (45.20%)
  • Win rate (44.87%)

• Account-Centric Metrics Are Gaining Traction:

  • Marketing Qualified Accounts (MQAs) are tracked by 29% of companies.
  • Deal velocity is tracked by 24% of companies.

ABM Channel Usage

• Most Used Channels for Orchestration:
  • LinkedIn
  • Marketing Automation
  • Sales prospecting platforms like Outreach and SalesLoft

Conclusion

The 2020 ABM study underscores the growing importance of ABM in B2B marketing, with companies increasingly investing in it and recognizing its value in driving revenue. However, challenges in measurement, data quality, and resource allocation persist, especially for newer programs. As ABM matures, the focus is shifting towards more sophisticated execution, multi-channel engagement, and dedicated leadership roles.