Account-Based Marketing For Dummies
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When you compare how much it costs for a lead to become closed revenue for your organization, you can make a compelling case for why your company should switch from traditional lead generation to account-based marketing:
  • Only 0.75 percent of leads generated become closed revenue (Forrester).
  • Generating high-quality leads is the number-one challenge for B2B marketers (IDG Enterprises).
  • More than 90 percent of B2B marketers acknowledge account-based marketing as either important or very important (SiriusDecisions).
  • B2B companies have begun utilizing targeted account strategies, as 86 percent of marketing and sales professionals stated (LeanData).
  • More than 60 percent of B2B marketers surveyed said they plan to implement an ABM program within the next year (Terminus).
  • ABM had higher ROI than other marketing activities, according to 97 percent of marketers in a survey (Alterra Group).
  • Almost 85 percent of marketers who measure ROI describe ABM as delivering higher returns than any other marketing approach; half of those marketers cite significantly higher returns (ITSMA).
  • On average, the number of people involved in a large technology purchase has increased from five to seven (IDC).
  • For more than 90 percent of B2B buyers, the amount of their product research depends on the price of a purchase; as the price increases, the amount of research increases (Salesforce).
  • Nearly 85 percent of marketers said ABM provided significant benefits to retain and expand existing client relationships (Marketo).

About This Article

This article is from the book:

About the book author:

Sangram Vajre has quickly built a reputation as one of the leading minds in B2B marketing. Before co-founding Terminus, a SaaS platform for account-based marketing, Sangram led the marketing team at Salesforce Pardot. He has spoken on the topic of marketing technology around the world and is the mastermind behind #FlipMyFunnel.

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