HomeBlog 2016 State of Account-Based Marketing Survey: How Much Difference Does One Year Make?

2016 State of Account-Based Marketing Survey: How Much Difference Does One Year Make?

March 10, 2016 | By Megan Heuer

  • Last year, we conducted the 2015 State of Account-Based Marketing survey
  • Twenty percent of b-to-b companies indicated they had an ABM program in place for more than one year
  • More than 60 percent of companies were planning to invest in ABM tools or services in 2015

If you ask us, one year makes a big difference. Last year at this time, things were just heating up for account-based marketing (ABM). Now, it’s safe to say that ABM is talked about everywhere – and we’re looking to find out just how far it’s come in terms of execution.

To do that, we’re launching our 2016 State of Account-Based Marketing survey.

Will you help?

ABM

We’re very excited to find out how this market has developed. Last year, your responses to our 2015 State of Account-Based Marketing survey showed just 20 percent of b-to-b companies have had an ABM program in place for more than one year, with many more getting started. We also heard that more than 60 percent of companies were planning to invest in ABM tools or services in 2015. By now, many of those programs and investments have been in place for long enough to deliver results, and we’re hoping you’ll tell us how ABM is working for you. 

If you’re involved in ABM, we hope you’ll spend 10 minutes to take our survey (really, we tested it – it actually takes nine minutes).

If you do, you’ll get a summary of results with valuable information about how ABM is changing and what it takes to keep up. You’ll find out how companies are doing ABM, why, and what results they’re tracking from it. You’ll also find out how much is being spent on ABM programs, and how marketing functions are staffing these efforts. Since technology and services are such a big part of ABM, you’ll also get to find out where companies are investing in critical resources. 

Not a bad return on 10 minutes, right? In addition to a summary of results for every survey participant, you can come see the live reveal of results at this year’s Marketing Innovation Summit for B2B, hosted by Demandbase.

We’ll also have plenty of new content on ABM execution at our 2016 SiriusDecisions Summit in Nashville, including our Account-Based Marketing Program of the Year Winners. Now in their third year, these awards highlight the accomplishments of companies doing great things with ABM.

Thanks for helping with this important effort to track how ABM is changing the way we market in b-to-b. Take the survey now!

Megan Heuer

Megan Heuer is Vice President of Research at SiriusDecisions. With more than 20 years of industry and professional services experience, she has worked both in – and for – organizations to build a wide variety of collaborative sales and marketing deliverables that drive systematic, predictable growth. Follow Megan on Twitter @megheuer.