Account-Based Advertising (ABA) has become a must-have for B2B marketing strategies. With buyer journeys becoming more complex and digital ad spending on the rise, ABA helps you connect with high-value accounts at just the right time. Forget about casting a wide net and crossing your fingers—today, it’s all about precision and personalized outreach.
In our 2024 report, “B2B Ad-ventures in Advertising: The 2024 Account-Based Success Report,” we explore the strategies, trends, and results shaping the future of ABA. You’ll get the inside scoop on what’s working, the challenges marketers are facing, and the best practices driving real results. We’ve got actionable, data-backed tips to help you fine-tune your ABA strategy.
At RollWorks, we’re here to change the game for how B2B companies tackle account-based advertising. Our platform, fueled by machine learning and detailed account data, helps marketing and sales teams work together, target the right accounts, and see real revenue growth.
Why ABA is taking over B2B marketing
ABA adoption is skyrocketing. According to eMarketer, B2B digital ad spending is projected to reach $18.34 billion in 2024, up from $15.96 billion in 2023, marking a 14.9% year-over-year increase. This surge highlights how essential ABA has become for B2B marketers, as companies increasingly prioritize targeted, personalized ad campaigns to drive engagement.
What’s fueling this rise? B2B marketers are under more pressure than ever to deliver value, and ABA provides a way to break through the noise. With remote work and digital-first interactions becoming the new normal, reaching the right decision-makers at the right time is crucial. ABA allows marketers to focus on high-fit accounts, making every campaign count.
Companies are turning to ABA because it enables them to engage specific accounts through personalized, multi-touch campaigns. No more wasted resources on low-priority prospects. ABA makes sure your message reaches the right people, driving higher engagement rates and faster sales cycles.
Key adoption drivers include the rise of complex buyer journeys, the shift to remote work, and the growing demand for precision targeting. ABA helps marketing teams focus on high-value opportunities, reducing wasted spend and maximizing impact.
How ABA is driving alignment and results
Marketing and sales alignment is key to ABA success—and the numbers prove it. According to our report, 60% of marketers emphasized that strong alignment between marketing and sales is crucial for ABA strategies to deliver results. When both teams focus on shared target accounts, the collaboration becomes seamless, breaking down silos and driving success across the board. ABA acts as the glue, uniting marketing’s lead generation efforts with sales’ outreach, creating a unified, results-driven approach.
Let’s dive into the numbers. 72% of marketers reported a significant increase in customer engagement after implementing ABA strategies, and 60% saw a boost in win rates, with larger deal sizes to match.
Personalized, data-driven campaigns are outperforming traditional approaches, and businesses are seeing the impact on their pipelines. ABA isn’t a short-term trend—it’s a sustainable strategy proving its value year over year.
ABA’s success cuts across industries. Whether it’s tech, finance, manufacturing, or professional services, companies everywhere are adopting ABA and achieving meaningful results. This strategy has become essential for long-term growth, enabling businesses to engage high-value accounts, drive conversions, and accelerate their sales cycles. The data is clear—ABA is shaping the future of B2B marketing, and it’s here to stay.
Breaking through the biggest ABA hurdles
Measuring ROI remains the biggest challenge for ABA marketers. 40% of respondents identified ROI measurement as their top hurdle, highlighting the need for better tools and insights to measure the real impact of ABA strategies.
Marketers require clear, measurable results to justify their campaigns, yet many struggle to link performance directly to pipeline growth and revenue. As ABA becomes more advanced, businesses are turning to improved analytics and reporting to fill this gap.
Targeting the right accounts is another major challenge. 25% of marketers reported difficulties in identifying which accounts to prioritize. Choosing the wrong targets wastes time, resources, and opportunities.
RollWorks addresses this challenge with features like Contact Discovery, which uncovers decision-makers within target accounts that might otherwise be overlooked. Marketers can engage the right people at the right time by expanding the reach within high-fit accounts, ensuring their efforts are on point.
Other challenges include budget constraints (22%) and sales buy-in and coordination (8%). Limited budgets can narrow the scope of ABA campaigns, while sales alignment continues to be a pain point for some organizations. The key to overcoming these obstacles lies in leveraging the right tools, fostering better collaboration, and focusing on high-impact accounts that deliver the best ROI.
How Bombora transformed its ABA strategy
Bombora, a leader in intent data, teamed up with RollWorks to elevate its account-based advertising strategy—and the results were nothing short of transformative. Bombora faced the challenge of moving away from broad, one-size-fits-all targeting. They needed a more precise approach to boost engagement and conversions. With RollWorks, they found the solution.
By tapping into RollWorks’ machine learning capabilities and using intent data, Bombora refined its targeting to focus on high-intent accounts that matched its ideal customer profile. This shift streamlined their campaigns and strengthened the alignment between sales and marketing, ensuring both teams were working in sync on account priorities and outreach strategies.
The results? A 17% increase in click-through rates (CTR) and a 67% boost in conversion rates, compared to previous broad-targeting campaigns. But the impact didn’t stop there—Bombora also saw a 10x increase in influenced pipeline growth. With the right tools and data, Bombora made a major leap forward in its ABA success.
Key takeaways
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Intent data drives success: Bombora’s story underscores the value of using intent data to pinpoint high-value accounts. Understanding which accounts are ready to engage makes campaigns more efficient and effective.
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Machine learning fuels precision: RollWorks’ machine learning tools allowed Bombora to personalize its outreach, leading to higher engagement and conversion rates with tailored content and messaging.
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Sales and marketing alignment is essential: Bombora’s success shows that when marketing and sales are aligned on account priorities and goals, the results follow. ABA isn’t just about targeting—it’s about collaboration and focus.
Winning strategies for fast, sustainable ABA growth
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Start small, scale fast
When kicking off ABA campaigns, it’s smart to start with a small, focused set of target accounts. 65% of marketers recommend this approach—testing, refining, and optimizing your strategy before scaling.
Starting small lets you experiment and gather key insights early, so you can refine your approach and make sure your campaigns hit the mark. Once you’ve dialed in the right strategies, scaling becomes a fast and confident move, grounded in data and results that work.
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Patience and persistence
ABA isn’t a quick win—it’s a long game. 50% of marketers in our report emphasized that patience and consistency are essential to seeing meaningful results. The upfront investment of time and resources may seem daunting, but the long-term rewards are worth it.
Regularly optimizing your approach and making data-driven decisions will set you up for sustained success over time. Stay focused on the big picture, and the payoff will follow.
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Deepen customer connections
Personalized ABA doesn’t just attract new accounts—it also helps you build stronger relationships with your existing customers. 55% of respondents reported increased revenue from cross-selling and upselling within their current customer base, thanks to tailored engagement strategies.
When you deliver messages and solutions that speak directly to your customers’ needs, you create opportunities for deeper, more profitable relationships. Personalized engagement makes customers feel valued, driving loyalty and long-term growth for your business.
Where ABA is heading next
AI and personalization
Artificial intelligence (AI) is reshaping the ABA landscape, automating repetitive tasks and enabling highly personalized experiences at scale. With AI-powered insights, marketers can fine-tune campaigns to engage the right accounts at just the right moment in the buyer’s journey.
35% of marketers in the report are actively seeking stronger AI tools to streamline their ABA efforts and achieve greater targeting precision. RollWorks’ advanced AI capabilities allow businesses to automate outreach, identify high-fit accounts, and deliver personalized messaging that drives real results.
Data cleanliness and accuracy
Clean, accurate data is the backbone of any successful ABA strategy. Without it, even the best campaigns fall flat. In our report, 40% of marketers highlighted data cleanliness as a top challenge, emphasizing the need to keep databases up-to-date and accurate.
Investing in data hygiene guarantees your ABA efforts reach the right people and deliver meaningful results. At RollWorks, we prioritize data accuracy, helping businesses boost their targeting precision and campaign performance.
Emerging trends
Looking ahead, AI-driven personalization and advanced reporting tools will continue to shape the future of ABA. As marketers seek deeper insights and more efficient processes, AI’s role in delivering automated, targeted outreach will grow. At the same time, advanced reporting tools will provide more granular data, enabling businesses to measure ABA performance with greater clarity and accuracy. Those who adopt these innovations will be well-positioned for success in now and in the future.
The future of ABA with RollWorks
ABA has evolved from a trend into a proven growth strategy for B2B marketing. As highlighted in our report, ABA continues to gain momentum, delivering stronger engagement, faster sales cycles, and measurable results across industries. From AI-driven personalization to the importance of data cleanliness, the future of ABA is bright for businesses ready to invest in the right tools and strategies.
RollWorks is at the forefront of helping companies succeed with ABA. Our platform, powered by machine learning and precise account data, equips marketing and sales teams with everything they need to target the right accounts, personalize outreach, and see real, tangible results. Whether you’re just starting with ABA or looking to optimize your current efforts, RollWorks is here to help you unlock your full potential.
Ready to take your ABA strategy to the next level? Explore the full report for more insights or reach out to RollWorks to see how we can help you achieve ABA success.
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