At BrightFunnel, we’re constantly monitoring trends in the field of ABM and, today, we’re excited to announce the release of new benchmark data to help guide organizations as they seek to adopt ABM strategies.
We’ll explore our findings in detail in coming weeks but, in the meantime, we thought we’d kick things off by sharing the 5 key takeaways. Based on research from BrightFunnel Data Scientist, Kevin Yip, we hope the following will help guide your company’s account-based marketing initiatives:
Insight #1: Organizations adopting ABM have a 10% higher win-rate
We saw that companies that segment their prospects into target/non-target had a 10% higher win-rate on average than companies who did not segment and prioritize their target accounts.
Specifically, the average win rate for ABM non-practitioners was 15.1% vs. 16.6% for ABM practitioners.
Insight #2: Target account opportunities have 15% higher win rate
We found that target accounts had an average of 15% higher win-rates compared to their non-target account win-rates.
Specifically, ABM target accounts showed an 18.7% win rate vs. 16.3% for non-target accounts.
Insight #3: North American accounts require 100% more touches vs Rest of World
We saw that it took an average of 16 marketing touches to close a deal for new business in North America, whereas opportunities outside of NA required half as much — only 8 touches.
Insight #4: Accounts have 13 influential buyers vs. only 1 attached to the Oppty
Buyers influencing an opportunity end up categorized in 3 buckets in Salesforce: ‘orphan’ Lead, Contact-on-Account and Contact-on-Opportunity (the latter is a subset of the second).
We found that there are 8.1 orphan Leads and 4.5 Contacts-on-Account, of which only 1 is attached to an Opportunity.
- Put another way, for every 1 Contact attached to an Account, there are another 1.8 Orphan Leads that belong to Account but are not associated.
Insight #5: Event touches have 4X prevalence vs. PPC and Display touches
Online PPC and Display advertising are often valued as wide-reaching marketing channels, sometimes causing them to discount other marketing efforts. However, we were surprised to see a 4:1 ratio of Event touches (both trade shows and field marketing) to PPC / display.