The benefits of ABM Efficiency Close rates ABM focuses time and resources on accounts ABM increases the close rates of your most likely to drive revenue toughest deals It’s a ‘zero waste’ strategy that targets 100% of time, Research shows that the systematic discipline of budget and effort on the named accounts your ABM significantly out-performs the more ad hoc or company decides have the greatest potential. unaligned approaches of the past. The SiriusDecisions 2017 State of Account Based Marketing Study found Big wins that 91% of responders said ABM accounts had a ABM deal sizes are bigger higher close rate, with 2/3 of responders reporting An ABM success can outweigh multiple of smaller more than 20% better close rates. deals sourced through traditional demand generation. And ABM deals can be bigger than normal ‘key Acceleration account’ selling too: they’re more likely to have ABM deals proceed faster buy-in from a wider team; to lock out or constrain Because they actively target all of the buying influencers competitors; and to reach higher into the account. and decision-makers — instead of leaving hidden When ABM wins, it wins big. influencers to chance — ABM deals move faster and get stuck less. In fact, according to TOPO research, the Average Contract Value (ACV) for companies post-ABM Alignment was 171% larger than the pre-ABM ACV ($195,294 ABM tightly integrates your sales and “M arketers doing ABM are 40% more vs. $71,941). marketing teams likely to report alignment with their By definition, it requires sales and marketing to sales team compared to marketers The SiriusDecisions Command Center™ shows focus on the same accounts with clear and agreed- that 91% of respondents say that deal size is upon criteria. Sales highly values any marketing not doing ABM.” larger for ABM accounts and 1 in 4 say it is over team that spends its budget gaining traction in 50% larger. It also found 30% of marketers that named accounts. Bizible’s State of Pipeline Marketing worked in an account-based manner reported Report 2016 increasing engagement by more than 2X with their C-level targets. 13