The 2023 Foundry Account-Based Marketing (ABM) & Intent Benchmarking Study was conducted in August of 2023 to understand the uses, goals, and challenges of account-based marketing, as well as how intent data is used to fuel ABM programs and the success and challenges tech marketers see with intent. This year’s research, which is the third year of the global study, tells us that the enthusiasm for ABM programs and intent data is not slowing down.
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Key takeaways:
93% feel their ABM efforts have been either extremely or very successful, which is up from 84% last year. Marketers know this through metrics like: Customer satisfaction scores (48%), site visits from target accounts (43%), and revenue generated (40%).
Organizations have many reasons for adopting ABM programs as there are a variety of business objectives driving these ABM investments, such as creating wider engagement within the ideal customer profile (59%), improving win-rates (57%), up-selling and cross-selling to existing customers (56%), and accelerating the pipeline (53%).
ABM investments are growing as 95% of marketers in this year’s survey said they are expecting an increase in their ABM budget over the next 12 months, which is up from 90% in 2022 and 84% in 2021.
Thanks to ABM’s focus on collaboration, the sales and marketing dynamic may be changing. This year’s research found that 87% of marketers believe sales and marketing alignment at their company is strong, which jumped from 76% in 2022.
This year’s survey found that 91% of marketers use intent data to prioritize accounts, identify content to be served, and build target account lists.
View the sample slides below for additional insight and download the full report to better understand how this data can help you build out your strategies for 2024 and beyond. To request a meeting with a Foundry sales executive to walk through the full study, including data cuts customized by company size and geographic region (NA, EMEA, APAC), please contact us.
