Every company that took part in our recent ABM benchmarking survey uses ABM to grow their business with existing customers. When asked ‘how would you describe the objectives of your ABM programme?’ — and given the opportunity to choose multiple responses — everyone chose ‘to grow business with existing accounts.’
Here’s how some of our respondents explained their focus:
“2024 is all about driving sustainable growth in our key accounts — building relationships outside our traditional buyers. Also, protecting and defending these accounts.”
“We strengthen relations with global CXOs to lift global spending in the long term.”
“We use ABM to drive growth in business with existing accounts. We track ABM versus non-ABM accounts and look for the ABM accounts to grow faster than the rest.”
Over half (59%) also use ABM to ‘support specific opportunities with pursuit marketing,’ which can be in existing accounts too, of course. One respondent described their focus by saying “our core purpose is to help sales close larger deals, faster.”
Just under half of companies (41%) are using ABM to win business in new accounts, with one respondent clarifying “we are about generating demand — not demand generation.” And only one in five (19%) has a focus on winning business with, through or from partners.
Some of the other objectives for ABM programmes included:
- Improving the customer experience from marketing
- Aligning our marketing content and resources to the needs of our clients
- Increasing client engagement
Are you clear on the objectives of your ABM programme? This clarity is central to being able to demonstrate value back to the business and should drive the metrics you choose to track and report. We’ll be sharing more on the top metrics companies use next week.
