Best Practice Report

Not Yet The New Normal: ABM Must Evolve Into Account-Based Engagement

Use Four Best Practices To Advance Your Approach From ABM To ABE

March 26th, 2021
With contributors:
Steven Casey , Caroline Robertson , Meredith Cain , Jennifer Zhang , Kara Hartig


Account-based marketing (ABM) is more than just marketing. From fostering tighter alignment between marketing and sales to engaging customers across their entire lifecycle, it accelerates a firm’s transformation to customer obsession. Read this report to understand how four practices help B2B marketers improve customer intimacy.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.