Skip to main content

Save or Share this Report

For B2B Marketing Professionals

Predictions 2017: ABM Boosts B2B Marketing's Customer Obsession IQ

A Lifelong Customer Focus Will Move ABM's Impact Beyond Better Sales Alignment

November 3, 2016

Primary author headshot


Why Read This Report

Account-based marketing (ABM) strategies help business-to-business (B2B) marketers identify prospects with a higher likelihood to buy or better business fit so that they can reallocate budget to engage those firms at scale. More importantly, doing so makes marketing and sales planning as well as execution more customer-obsessed. In this report, Forrester predicts the ways that the skyrocketing interest in ABM will settle into practical execution and measurable success in 2017.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Recommended Research