The State Of Account-Based Marketing In 2020 — Europe

December 22nd, 2020

Demand marketing and account-based marketing (ABM) increasingly overlap at B2B organizations, creating the potential to harmonize their efforts. Without the right safeguards, friction can result as the demand and ABM teams compete for accounts and resources. However, with agreed-upon operating principles, they can optimize resource allocation and minimize technological redundancy, regardless of the type of account targeted. This report shares some key findings from European respondents to the Forrester 2020 Global Audit Of Account-Based Marketing and discusses the implications for future convergence between demand and ABM.

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