Scale
Although most companies understand the benefits of account-based approaches, implementing a repeatable account-based approach remains a struggle. That’s because companies are only able to prove success against a limited number of accounts and they rely on non-scalable approaches to execution, customization and alignment of measurements.

This is because account-based strategies have a scalable, repeatable and technology-enabled method for successfully scaling that can be planned, customized and executed seamlessly.

With ABM scaling as a major challenge, companies are expected to create a coherent and repeatable approach as account-based marketing matures. There are two main reasons for this:

Having an account selection and rotation process - Companies can group accounts that can be treated similarly that will provide more visibility into the content, messages and resources needed for implementation in the coming months and quarters.

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Spreading the list of your target accounts and allocating resources at those levels - organizations can prioritize how resources are applied. Those who do not resource against levels based on expected account quality and instead use a one-size-fits-all approach, give the highest return where resources will be intentionally lost.
Account-based expenses will continue to increase. A 2012 ABM Benmark metric reported that spending was expected to increase by 41%, as companies of all sizes and shapes are seeing positive results. Companies that sell B2B solutions are expected to grow their account-based investments significantly.

As investments are transferred quickly on an account basis, enterprise B2B marketing is expected to eventually turn into an account by definition. As a result, traditional strategic investments in volume-centric marketing activities are expected to fall within this range. Topo's research reveals mixed investment plans for companies with an average target account annual contract value (ACV) below 25K; Account-based investments are also expected to decline in these firms.

Strategy
More small and medium-sized companies are expected to spend 40% on account-based marketing as one of the ABM benchmark surveys when driving a data. This growth comes from the growing importance of account-based marketing benchmarks as it shifts from strategic or enterprise sales divisions to mid-market and commercial sales divisions to enterprise B2B firms.

"As the market-to-market mix evolves, account-based strategies and best practices of application will be adopted as a general best practice for enterprise B2B marketing."

Customer acquisition has remained a top priority rather than expanding existing customers. Larger firms split their account-based focus in half between customers and prospects, while smaller firms (revenue less than M25M) invest 18% of existing customers ’account-based efforts.

Strong ICP stay
An organization’s account-based strategy revolves around a strong ideal customer profile. Without it, businesses will not be able to limit efforts for a shared list of target accounts. Topo’s data reveals how effective ICP is, which evolves from both qualitative and quantitative input. Top companies with strong ICPs accounted for 7% more, while 811% of top performing companies are confident in their ICPs.

Furthermore, companies ’ABM benchmark metrics that combine qualitative input from stakeholders, including potential and customer data, are 611% more confident that their ICP features the best accounts for the organization.

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