05 How B2B Marketers Use Account-Based Marketing Customer acquisition Accounts (e.g., deepening relationships with existing customers) Opportunities (e.g., personalizing for serious potential buyers) Leads (e.g., nuturing initial interest and engagement) Product-led growth Cross-selling Upselling Adoption 60% 78% 48% 43% 65% 48% 39% 64% Percent of B2B Respondents Who Market to the Following Audiences S A L E S F O R C E 30 [ bb   I $  B  W :  b - C % ŧ9 T H E DI T I O N Marketers Focus Efforts On Customers Account-based marketing (ABM) requires close collaboration between marketing and sales teams to identify and prioritize key accounts. At its core, ABM unleashes a concentrated marketing effort for more targeted results. In fact, B2B marketers allocated an average of 12% of their budgets on ABM programs, emphasizing the value in directing resources toward accounts with the highest potential for conversion. 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 scope to pursue potential buyers showing an interest in partnering with sales earlier on in the process. B2B Marketers Use ABM to Grow Customers at Every Stage