Trends Report

Q&A: 10 ABM FAQs — And Five More That B2B Marketers Should Ask More Often

March 15th, 2017
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Steven Casey , Caroline Robertson , Allison Snow , Lori Wizdo , Matthew Camuso , Alexander Bullock , Kara Hartig

Summary

Business-to-business (B2B) marketers are aggressively moving to implement account-based marketing (ABM) and drive successful engagement at the account level. But the hype still confuses many, and others feel overwhelmed by anticipated changes. To help, we address — in FAQ format — your inquiries about how to initiate an ABM program, align with sales, measure outcomes, and leverage the right technology. We also answer common questions about ABM's maturity, importance, and role in relation to overall B2B marketing efforts within your company.

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