Data Overview Report

The Pulse: The State Of Account-Based Marketing In 2020

October 23rd, 2020

Forrester’s most recent global audit of Account-based marketing (ABM) reveals that the discipline is becoming increasingly pervasive, featuring larger numbers of accounts, increased budgets, and larger team sizes. However, lines are becoming increasingly blurred between ABM deployment types and more traditional demand marketing. Advanced practitioners make greater efforts to gather the insights needed to successfully execute ABM and align with sales, and they achieve stronger results. In this report, we share data on the state of ABM around the world, including where there is evidence of organizations being forced to make tradeoffs between ABM deployment types to support more accounts.

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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.