Finally, here’s a report from Demandbase and Wakefield Research on agency adoption of ABM. They found 66% of respondents are doing ABM work for their clients today and 70% of the rest plan to do it in the future. They didn’t comment on revenue impact but 91% said ABM improved sales and marketing alignment, one of ABM’s key selling points. More evidence of an immature market: 45% said clients don’t understand ABM and 32% have clients who think they’re using ABM but are not.
Looking for still more on ABM? eMarketer has compiled a study with research from many sources. They found different surveys give wildly different answers to questions about adoption. But you knew that.