Wednesday Wisdom: The 2024 Account-Based Marketing Benchmark (New!)

Hi all,

We are thrilled to announce the release of another benchmark report.

A few weeks ago, we launched our B2B Buyer Identification Benchmark, followed by the B2B Marketing Attribution and Contribution Benchmark last week.

The first report answers: How are revenue teams approaching the market? How do they identify potential buyers?

The second report addresses: How are marketers being evaluated? How is their contribution to revenue assessed?

In both of these studies, and through our research over the past two years, we’ve observed that marketing teams with account-based practices consistently achieve better outcomes. These teams report better and more consistent financial results and express greater satisfaction with their teams’ performance.

Today, we are excited to introduce the 2024 Account-Based Marketing Benchmark.

This report combines data from the two aforementioned studies to provide a comprehensive overview of current practices — from identifying and targeting potential buyers to measuring and reporting on performance. It answers the critical question:

What are teams with ABM doing differently (or not) from those without ABM?

1,332 B2B practitioners help us answer this question. Through their responses, we explore:

• Who is doing ABM?
• What outcomes are associated with those practicing ABM?
• Ten things account-based teams are doing differently (or should be)
• Budgeting insights

We hope you enjoy the report and, as always, reach out to us if you have any questions!

@Kerry