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As marketers, we become experts in our target audiences. We know their typical demographic, what they like, the platforms they spend time on, and what they value in a product.

But unlike sales reps — who talk to and learn from their biggest prospects each day — we don't always know tiny, but crucial, details about the brands or people we most want to sell to. So, how do we bridge the gap to better help our sales teams sell to high-priority clients? The answer to this question could be account-based marketing (or ABM).

While is vital for pulling general audiences and demographics to your site, service, or store, account-based marketing can help you to reel in prospects or qualified leads that are most likely to buy your product.

To show you just how beneficial account-based marketing can be, while also informing you of the challenges it comes with, here are 38 stats you should know in 2021.

37 Account-Based Marketing Stats to Know in 2021

General ABM Stats

• In 2021, report using ABM, up 15% from 2020.
• leverage account-based marketing.
• "Researching Accounts" and "Identifying Target Contacts" are the used by marketers within an ABM model.
• In 2019, the were sales development rep outreach, digital advertising, direct mail, marketing email, and events.
• Additionally, that personalized content (56%) and advanced data management (43%) are keys to ABM's success.
• say their companies target 1,000 accounts or under with ABM.

• 90% of companies say the top goal of their ABM efforts is .
• Most organizations intentionally only pursue at one time.
• By 2019, rated their ABM strategy as “established” compared to just 43% in 2018.
• companies are using around ABM include identifying target contacts, creating custom content, researching accounts, and measuring results.
• Companies dedicated in 2019.
• It's estimated that ABM budgets saw an in 2019.
• The most common metric marketers use to track ABM is .

• Two other metrics marketers most commonly track to measure ABM efforts are the .
• In 2019, 7% of marketers reported a for ABM teams, showing that this strategy is going mainstream and being implemented within regular processes.
• In 2019, was dedicated to ABM.
• 43% of companies implementing an ABM strategy are in the .
• 57% of marketers say their organizations have implemented ABM for .

Benefits and Challenges of ABM

• Marketing and sales teams that take an ABM approach together can be up to six percent more likely to than teams less ABM-advanced.
• , 87% of marketers say ABM outperforms other marketing activities.
• say they can measure a positive impact since adopting ABM.
• 80% of marketers say ABM , while 86% say it improves win rates.
• targeted through ABM becomes considered a qualified sales opportunity.
• Organizations with a strong Ideal Customer Profile (ICP) — which is similar to a buyer persona — achieve account win rates.
• (69%) of top-performing account-based organizations now have a dedicated account-based marketing leader.
• that started account-based initiatives in the first six months of 2019 have dedicated ABM leaders.
• Companies with credit 79% of opportunities and 73% of total revenue to ABM efforts.
• 42% of companies that don't have dedicated leadership.
• The most common challenge with ABM is delivering a .
• The of implementing ABM are delivering a personalized customer experience, knowing how to choose target accounts, and knowing what content to use.

ABM Technology

• By 2021, over half of all sales phone calls will be .
• The conversational intelligence market was estimated to in 2019.
• Voice assistants will account for at least by mid-2020.
• An estimated was eliminated by automation by 2020.

Smarketing Benefits and Challenges

• The most common for content marketing programs is Total Sales.
• with an SLA think their marketing strategy is effective.
• Only said the leads they received from marketing were very high quality.
• Only said marketing was their best source of leads.

Create an Effective ABM Strategy

As a marketer, it's important to know what makes ABM techniques successful and how they differ from other target audience marketing tactics.

Additionally, you'll want to learn about the companies you're interested in marketing to, similar to how you learn about a target audience. For example, before creating an ABM campaign, you'll want to learn about the pain points of companies in your industry, company missions, and what their top decision-makers value in a product or service.

Once you discover valuable data about the accounts you'd like to market to and feel ready to create a campaign, check out our account strategy templates below.

Editor's note: This post was originally published in May 2020 and has been updated for comprehensiveness.