Trends Report

The State Of Account-Based Marketing In 2022: ABM Deployment Types Decoded

July 6th, 2022
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst
With contributors:
Steven Casey , Lisa Nakano , Chantelle Fynn , Ben Salamin , Arianne Burnette

Summary

Account-based marketing (ABM) is far more nuanced than the commonly used deployment names (i.e., one to one, one to few, one to many) suggest, according to Forrester’s 2022 State Of ABM Survey. The survey also revealed that one in four initiatives can scarcely be categorized as ABM. Given the significant differences in maturity, numbers of accounts, budgets, execution hallmarks, and access to technology, there is no single standardized approach that organizations can apply to optimize their respective initiatives. Marketing leaders should read this report to determine which type of ABM they are using in their organization today, and pinpoint what is needed to develop and optimize it.

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