ABM & Intent Benchmarking Study

Tech marketers have taken a particular interest in account-based marketing (ABM), given the complex factors that influence IT purchases. Foundry’s second global survey of 500 B2B technology marketers found that satisfaction with ABM continues to be high. While most organizations are still early in their adoption journey, the results to date indicate that ABM is on track to not only become a mainstream marketing discipline but even displace more traditional methods.

The 2022 Foundry Account-Based Marketing (ABM) & Intent Benchmarking Study was conducted in September of 2022 to understand the workings of ABM, its evolution and adoption compared to traditional marketing approaches, as well as the success and challenges of intent data usage.

Download the full white paper for more information. 

Key Takeaways:

94% rate ABM as extremely or very important to their overall marketing objectives and 84% feel their ABM efforts have been either extremely or very successful. Marketers know this through metrics like: Deal size (60%), content engagement length (59%), deal close rate (56%), and  influenced pipeline (51%).


Organizations have many reasons for adopting ABM programs as there are a variety of business objectives driving these ABM investments, such as improving new account acquisition (69%), improving win-rates (63%), and accelerating the pipeline (59%).


A significant 87% of respondents said their investment in ABM increased over the past 12 months, the majority saying their budget increased by 26-50% (38%) and 90% expect it to increase over the next 12 months.


Thanks to ABM’s focus on collaboration, the sales and marketing dynamic may be changing. This year’s research found that 76% of marketers believe sales and marketing alignment at their company is strong, a figure that was consistent with last year’s research.


The use of intent data was included in this year’s survey and it found that 91% of marketers report to use it to identify what content should be served within ABM campaigns. It was also found that 95% of marketers use more than 1 intent data source and 90% said they are increasing that number.


The top criteria that increase marketers trust in a potential data provider are peer recommendations (61%), the comfort level of workload owners/users (53%), evidence/demonstration of capabilities (52%), the availability of independently verifiable sample data (50%), and evidence of past projects with similar requirements to theirs (49 %).


View the sample slides below for additional insight and download the full report to better understand how this data can help as you build out your strategies for 2023 and beyond. To request a meeting with a Foundry sales executive to walk through the full study, including data cuts customized by company size and geographic region (NA, EMEA, APAC), please complete the form to the right.

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