Account-Based Marketing Is Adaptive, Dynamic, And Powered By Insights B2B organizations of all stripes recognize that ABM has proven to be the most successful B2B marketing approach. Forrester’s Demand, ABM, And Customer Marketing Survey, 2024 found that 99% of ABM decision-makers reported higher ROI in their ABM programs versus traditional marketing programs.

This report helps marketers decide where to invest, what to cut, and how to align demand and account-based marketing (ABM) budgets to sustain growth in a buying environment disrupted by AI.

Forrester’s Demand, ABM, And Customer Marketing Survey, 2024, reveals differences in demand and account-based marketing (ABM) decision-makers’ perceptions of the effectiveness of delivery mechanisms and content asset types across countries, but according to Forrester’s 2025 State Of B2B Field Marketing Survey, only one-third currently adjust their approaches to account for these differences. All field marketers must conduct a bottom-up review of program spending patterns at the country level.

Delivery Mechanism Effectiveness For Presales Engagement In APAC And Elsewhere A table showing the percentages of demand marketing and ABM decision-makers who say that 18 different presales B2B marketing delivery mechanisms are effective. Data is presented at the country level for Australia, India, and Singapore; at the regional level for Asia Pacific; and for the rest of the world.

Economic uncertainty and market volatility are forcing executives and business leaders to revisit budget planning with much higher expectations. As you tackle 2026 planning, how can you make the biggest impact with lasting benefits rather than one-time reductions? Join Amy Bills for this interactive discussion with fellow demand & account-based marketing leaders on your plans, priorities, and initiatives for the upcoming year, guided by Forrester’s 2026 Budget Planning Guides. Leave the conversation with new ideas for how to meet the growth challenges of 2026 and beyond.Questions for discussion:Where are organizations maintaining, cutting, or increasing current investment?How do I obtain greater enterprise intelligence to connect budgets with specific investments?How do I build an optimization mindset? Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.

B2B marketers in demand and account-based marketing (ABM) have more data and insights available to them than ever before. But many still struggle to put signals to work and bring the insights-driven approach of ABM to everything they do.

Forrester’s biennial State Of ABM Survey results are in. While account-based marketing (ABM) has proven its value and solidified its place in B2B marketing, that doesn’t mean that all organizations are going about it the same way.

This report highlights benchmarks for spending and the key areas in which demand and account-based marketing (ABM) leaders should be investing, divesting, and experimenting to make their roadmap for the future a reality.

As 2025 approaches, it’s time to think about where to focus your resources and investments for maximum impact. Join Naomi Marr and Steven Casey for this interactive discussion with fellow demand and account-based frontline marketing leaders on your plans, priorities, and initiatives for the upcoming year, guided by Forrester’s 2025 Budget Planning Guides. Leave the conversation with new ideas for how to meet the challenges of 2025 and beyond. Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.

This means that, just as non-ABM initiatives gave ABM a bad name, we’ll start seeing poorly defined GTM efforts that emphasize execution over strategy, thus giving GTM a bad name as well. ABM is not always compatible with GTM strategy. The fundamental difference between the two disciplines is one of altitude.