Trends Report

Account-Based Marketing Will Elevate, Not Eclipse, Lead-To-Revenue Management

Account-Based Marketing (ABM) Is The Next Chapter In B2B Marketing Automation

October 18th, 2016
Lori Wizdo, null
Lori Wizdo
With contributors:
Steven Casey , Laura Ramos , Peter O'Neill , Allison Snow , Matthew Camuso , Kara Hartig


The explosion of interest in ABM creates uncertainty for business-to-business (B2B) marketers who have invested in marketing automation to optimize their lead-to-revenue processes. Does ABM replace lead-to-revenue management (L2RM)? In this report, we will rationalize the concepts of ABM and L2RM; show how ABM tactics, techniques, and technologies can improve L2RM outcomes; and provide a framework for evaluating how you should apply ABM to your L2RM program.

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