Summary
Field marketers are often asked to get involved in the delivery of account-based marketing (ABM) because they are typically closest to the local markets in which those accounts reside and the first port of call for local account managers. To be successful, field marketers must be properly equipped —some of their responsibilities must be removed to make time for ABM, and they must have clear goals and centralized support and tools. This report analyzes data from Forrester’s 2023 State Of B2B Field Marketing Survey to understand where ABM fits among field marketers’ other priorities.
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