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Top 10 ABM Insights of 2021

As 2021 draws to a close, we take a look at our top 10 most-read ABM Insights at strategicabm. From the power of social selling to ABM metrics - check out our roundup to ensure you start 2022 with a bang!


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Nicky Kemp

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Dec 15 2021 - 9min Read Date published: Date modified: 2021-12-15


Account-based Marketing has been grabbing lots of headlines this year. This is not surprising as B2B Marketers have embraced ABM in their droves to engage, win, and grow their most important accounts. 

As you know, we have written a lot about Account-based Marketing this year. Here, we have pulled together the top 10 most read ABM Insights from startegicabm.com this year.

Sit back, grab a coffee, and check out these must-read ABM insights. 

10) 8 reasons why ABM is not just good B2B Marketing

The numbers are compelling. 91% of B2B Marketers report bigger deal sizes with ABM. 86% report higher win rates with a 70% increase in the number of opportunities created.

But the question remains: Is ABM just good B2B Marketing?

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Our position is clear. It is not.

In this post, strategicabm CMO, Declan Mulkeen, takes a deep dive into the world of ABM vs B2B, and what makes ABM so much more powerful than a strong B2B campaign.

10 - 8 reasons why ABM is not just good B2B Marketing

9) 5 ways personalization unlocks your target accounts

Personalization lies at the heart of Account-based Marketing. 

After all, ABM is all about treating an account as a market of one - which means your standard ‘spray and pray’ approach is no longer going to cut it.

Getting to know your accounts, understanding the markets in which they operate, and ultimately what keeps them up at night is what’s going to drive campaign success.

And that’s where personalization comes in. Learn more in this insightful article

9 -  5 ways personalization unlocks your target accounts

8) 4 ways HubSpot transforms your ABM

We all know that having the right tech stack is key to ABM success. No, it’s not the be-all-and-end-all, but it will certainly make your job a lot easier.

And at the center of a strong ABM tech stack, is a first-class CRM.

From marketing automation and sales sequence management to in-depth reporting and engagement measurement - HubSpot is your key to a smooth and successful ABM program.

In this article, we took a look at the four ways in which HubSpot can directly support your ABM efforts, and how to get the most out of the features on offer. 

8 - 4 Ways HubSpot Transforms Your ABM

7) Let's talk ABM: 25 lessons from 25 ABM leaders

21 months and 35 Let’s talk ABM interviews (to date!). It’s safe to say that we’ve come a long way since our webinar and podcast series first launched in March 2020. 

And we have no intention of stopping anytime soon. 

Declan Mulkeen, CMO at strategicabm, unlocks industry insights and addresses some of the most prevalent challenges in ABM with key industry leaders - from ITSMA’s very own Bev Burgess, to LinkedIn guru Nick Bennett

As we reached the important milestone of 25 episodes, we took a look back at some of the key learnings from our amazing guests - check out the full article for the takeaways. 

7 - Let’s talk ABM 25 lessons from 25 ABM leaders

6) 8 Marketing KPIs every SaaS brand should track

The SaaS (Software as a Service) sector continues to evolve at breakneck speed - to keep up, SaaS brands need to know how to take growth to the next level. 

From Product/Market Fit to Rapid Scale, to Maturity - wherever you are on your SaaS journey, knowing the right metrics for your current maturity level is key to assessing performance and driving growth.

In this ABM article, we looked at 8 KPIs that SaaS brands should be tracking, and how each metric maps to your current maturity level. 

6 - 8 Marketing KPIs every SaaS brand should track


5) Uncovering how LinkedIn powers ABM

With over 94% of B2B marketers using LinkedIn as a content distribution channel, it’s easy to see why it’s become the ‘lingua franca’ of B2B Marketing. 

Whether running sponsored ads, expanding your network, or establishing yourself as a thought leader within your industry - LinkedIn is the place to be.

In this Insight, we take a look at the secret behind LinkedIn’s success, and how you can leverage the social platform to drive growth in your business and support your ABM program.

5 - Uncovering how LinkedIn powers ABM

4) Account-based Marketing Trends 2021

2021 has been a major year for ABM. 

Social channels like LinkedIn have become more important than ever, expectations for personalization have reached an all-time high, and the ways in which we engage and communicate with our most valued accounts have changed forever. 

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Back at the beginning of this year, we spoke with our very own ABM expert and CEO, Alex Embling, to break down some of the predictions from ITSMA and the ABM Leadership Alliance’s ABM benchmark study

From getting your tech stack right to the importance of metrics and account insight - check out the full ABM Insight to see our roundup of insights.

4 - Account-based Marketing Trends 2021 

3) Social Selling: 29 reasons why LinkedIn should form part of your ABM strategy

Over the past few years, social media has quickly grown to be the go-to channel for salespeople to connect with buyers. 

Why? Because 97% of buyers are turning to social media to research brands before buying. This means having an online presence is more important than ever!

In fact, 64% of Sales reps that do invest in social media hit their team quota, as opposed to only 49% of reps who stick to more traditional sales channels, such as cold calling or email outreach alone.

This is why social selling should be front and center of your ABM strategy.

In this article, we took a look at 29 reasons why you should invest in social selling, and key steps you can take now to kickstart your social selling journey. 

3 - Social Selling 29 reasons why LinkedIn should form part of your ABM strategy 

2) The 3 ABM metrics you need to know

We often refer to ABM as a marathon and not a sprint. But while a marathon is measured by crossing the winning line after 26.2 grueling miles (42.19 km), the success of your ABM strategy can be measured much earlier.

Throughout your ABM journey, keeping track of your progress and growth is key to ensuring you’re traveling in the right direction. And that’s where the ‘Three Rs’ come into play.

In this article, we took a deep dive into the 3 key ABM metrics: Reputation, Relationships, and Revenue, and how you can track them throughout your ABM program.

2 - The 3 ABM metrics you need to know

1) Why 2021 is the Year of ABM: 23 Account-based Marketing Stats

ABM is on the way up. 

With channels like LinkedIn helping to spread the word, Account-based Marketing has quickly become one of the hottest B2B trends over the past couple of years - and rightly so!

The 2020 State of ABM Report showed 94.2% of respondents had an active ABM program (up from 77% in 2019) with mature ABM programs accounting for 79% of all sales opportunities (vs. inbound/outbound, etc.)

To kickstart the new year, we took a look at 23 compelling ABM stats to highlight the true power of ABM - and why we think Account-based will continue to flourish in 2022 and beyond!

1 - Why 2021 is the Year of ABM 23 Account-based Marketing Stats

An Account-based New Year

So there you have it! Our top 10 ABM Insights of 2021. 

There’s no denying that the world of Account-based has certainly undergone quite the transformation over the past few years, and the way we see it, this transformation shows no signs of slowing.

As we look to 2022 and beyond, ensure you start the New Year on the right foot.

Check out our Let’s talk ABM podcast and webinar series to hear from leading industry experts and catch the latest insights.

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