TH SALESFORCE STATE OF MARKETING, 9 EDITION 30 05 B2B Marketers Use ABM to Grow Customers at Every Stage Marketers Focus Efforts On Customers Account-based marketing (ABM) requires close collaboration between marketing Percent of B2B Respondents Who Market to the Following Audiences and sales teams to identify and prioritize key accounts. At its core, ABM unleashes a concentrated marketing effort for more 78% targeted results. In fact, B2B marketers 65% 64% allocated an average of 12% of their budgets on ABM programs, emphasizing the value in directing resources toward accounts Accounts Opportunities Leads with the highest potential for conversion. (e.g., deepening relationships (e.g., personalizing for (e.g., nuturing initial with existing customers) serious potential buyers) interest and engagement) However, B2B marketers aren’t just focused on existing customers: Six in 10 use ABM for customer acquisition. Nearly the same number of marketers (65%) are expanding How B2B Marketers Use Account-Based Marketing scope to pursue potential buyers showing an interest in partnering with sales earlier on in the process. 60% 48% 48% 43% 39% Customer Product-led Upselling Cross-selling Adoption acquisition growth