Vision Report

The Future Of Account-Based Marketing Isn’t Scale — It’s Profitable Growth

ABM Has Pushed B2B Marketing Forward And Continues To Change The Game

May 20th, 2024
Nora Conklin, Principal Analyst
Nora Conklin Principal Analyst
With contributors:
Steven Casey , John Arnold , Nicky Briggs , Kelvin Gee , Conrad Mills , Daryl Wright , Alaina Ladd , Arianne Burnette

Summary

Account-based marketing (ABM) has proven more effective than traditional demand marketing and is changing the game for all revenue-responsible functions. However, these functions still struggle to embed ABM best practices across the organization. Rather than carving out one defined path, ABM’s charge is to understand the customers who matter most. This report explains how ABM is still changing the game in B2B and how revenue-responsible teams must evolve to tap its full potential.

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