Metric Monday: Ten Insights from the 2024 Account-Based Marketing Benchmark

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saraboostani
saraboostani Posts: 318 6senser
in Research Road

Hi all,

Last week we announced the publication of our 2024 Account-Based Marketing Benchmark. This benchmark combines data from two of our recent studies to provide an overview of how 1,332 B2B marketers are approaching a number of critical activities — from identifying and targeting potential buyers to measuring and reporting on performance.

What's the main takeaway from the data? Account-based teams outperform others.

Here are ten insights from the report (click on each to be directed to that section of the report):

  1. There is an increasing recognition of buying groups.
  2. Account-based teams collect more buying signals.
  3. Account-based teams collect signals that indicate buying group activity. 
  4. Account-based and non-account-based teams share a similar approach to contact identification.
  5. Account-based and non-account-based teams share a similar approach to account identification.
  6. Account-based teams measure themselves with more advanced metrics.
  7. Account-based teams exhibit greater tool diversity for tracking marketing performance.
  8. Account-based teams rely on both sourced and influenced attribution.
  9. Account-based teams are more likely to track marketing ROI.
  10. Account-based teams use advanced waterfall models. 

You can find more metrics like these in the report itself, accessible via the link below 🤗

https://6sense.com/resource-library/the-2024-account-based-marketing-benchmark/

@Kerry

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