Predictions Report

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

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

November 3rd, 2016
With contributors:
Steven Casey , Peter O'Neill , Allison Snow , Lori Wizdo , Mary Shea, PhD , Steven Wright , Tim Harmon , Matthew Camuso , Kara Hartig


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.

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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.