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
With contributors:


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.