CHAPTER 2 ROI of ABM What is your current ROI with ABM? When asked to report the ROI of their ABM efforts, the majority I haven’t started 52.71% of respondents (53%) reveal they haven’t started to measure it. to measure I don’t know 18.98% This is not surprising, given the relatively early stage maturity how to measure of those surveyed, but it indicates the state of the broader 0 – 25% 12.95% B2B marketing industry. This is a major gap to overcome. 26 – 50% 6.63% The ITSMA reports that ABM returns the highest ROI of any B2B marketing initiative – but unless that promise 51 – 75% 2.11% can be realized and measured within organizations, it will be difficult to secure the right budget, resources, 76 – 100% 1.81% and executive buy-in for successful ABM programs. 101 – 200% 2.71% 200% + 2.11% 0% 10% 20% 30% 40% 50% 60% 53% of respondents reveal they haven’t started to measure ABM ABM INVESTMENTS AND RESOURCES 14