Chart of the Day: How much budget is being allocated to ABM?
This week, I thought I'd take a look at the popularity of ABM since we have been getting a lot of interest in our recent series of articles on how to implement ABM by Daley Robinson.
Most studies on the adoption of ABM relate to larger B2B companies who are the early adopters of ABM which they have historically used as an approach to target their larger clients. This is the case with this research from Sirius Decisions which considers the percent of budget spent on ABM.
You can see that in the two previous years, more budget is being allocated to ABM with over one-third of business categorising their spend on ABM in 2017 as either 11-30% of 32-50% of budget. Nearly a fifth are spending more 50% of their budget on ABM. The report doesn't explain the details of spend, but a follow-up question show budget spend on marketing technology to support these activities:
- Predictive analytics (42%)
- Web personalization (39%)
- Account-based advertising (38%)
- Account profiling (37%)
- Intent monitoring (33%)
Separate research by Demandbase looked at agency adoption of ABM for their clients and reported that although all B2B clients are involved in ABM, the understanding of ABM is mixed – 45 percent say their clients don't understand what ABM is, and 32 percent say their clients think they're currently using it, but in fact are not...
- Source: Sirius Decisions: State of ABM research
- Sample: 200+ account-based marketing leaders from the U.S., EMEA, Canada, APAC and LATAM (mix of SiriusDecisions clients and non-clients), 57%
had revenues greater than $250 million
- Recommended resource: Account-based marketing for B2B