PART TWO > THE HISTORY AND STATE OF ABM RECENT TRENDS OF ABM The shift continues to “leads” 90% to “revenue” Since its inception, account-based approaches have been about efficient revenue growth by focusing marketing efforts on only Late 50% the best-fit accounts. While lead generation is a component of an account-based marketing program, it’s only a small part of the equation. The majority of efforts should focus on account 63% engagement and creating opportunities with target account efficiently. Companies early in their ABM journey don’t seem to have reached that conclusion yet, with 42% of respondents looking to ABM as a lead generation strategy. More mature ABM programs eschew lead generation as a goal and align themselves overwhelmingly to new business generation and customer retention respectively, with lead gen only representing 10% of their top 3 KPIs. New business generation Pipeline acceleration Customer retention Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 14