Planning Guide Report

Demand And Account-Based Marketing: Planning Assumptions 2021

September 3rd, 2020

Summary

The recent disruptions to the B2B buying process have actually increased the focus on how demand marketing and ABM programs can support the achievement of growth objectives. B2B buyers have accelerated their use of digital interactions and are signaling they want more from sellers. The use of customized content is increasing, and measurement is expanding beyond traditional marketing KPIs. ABM and demand marketing technologies continue to advance rapidly, and ABM and demand marketing teams are being empowered to work together in new ways. In this report, we identify six trends that will affect the priorities of demand and ABM leaders in 2021.

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