2019 ABM Market Research Study: Making Sense of Modern B2B Marketing

It’s an exciting time to be a B2B marketer. We’ve never had access to so much data, we’ve never had such advanced technology at our fingertips, and we’ve never had this strong of a presence at the table.

However, with the increase in responsibility, we face an increase in challenges, from smarter buyers to larger growth goals to more competition.

As expected, 2018 was another big year for Account Based Marketing. We saw more MarTech vendors add ABM functionality. We saw consolidation in the space. And, most telling, 45% of organizations are seeing 2x in ROI over traditional marketing programs according to research by ITSMA and the ABM Leadership Alliance (October 2018).

We also know that this is just the beginning for ABM. From the same report by the ITSMA and ABM Leadership Alliance, of the companies doing ABM, roughly half of the programs are in their first year. Only 17% of companies doing ABM have programs that have been live for more than three years.

Teaming up with Salesforce Pardot, we wanted to get more insights into the future of AMB. That’s why we launched The 2019 ABM Market Research Study survey. With this survey, we seek to understand important questions about ABM that are shaping the future for B2B Marketers, such as:

  • What are the commonalities between organizations that are seeing the greatest success with ABM?
  • How are the most successful organizations investing in ABM in the future?
  • What are the biggest challenges holding organizations back from ABM success?

We’re asking all B2B marketers who know the term “Account Based Marketing” to take the survey, whether they’re currently applying it or not.

We’ll compile the results and present the report in early Q1, so you can get insights into how you can take your ABM to the next level.

By completing the The 2019 ABM Market Research Study survey, you will also be entered to win 1 of 2 $250 Visa gift cards. However, the survey closes on Friday, December 28th at midnight.

Amidst the Account Based Marketing hype, the results are real. But it’s still the Wild West with no signs of slowing down. Let’s see where this takes us.


Brandon Redlinger
Brandon Redlinger
Brandon Redlinger is the Head of Growth at Engagio, the Account-Based Marketing and Sales platform that enables teams to measure account engagement and orchestrate human connections at scale. He is passionate about the intersection between tech and psychology, especially as it applies to growing businesses. You can follow him on twitter @brandon_lee_09 or connect with him on LinkedIn.

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