Summary
While account-based marketing (ABM) has proven its value and solidified its place in B2B marketing, not all organizations are going about it the same way or seeing the same results. The Forrester’s 2024 State Of ABM Survey asked B2B marketers with ABM responsibilities a range of questions about their maturity, adoption, technology, personalization, and measurement practices. This data overview highlights the survey findings to illustrate the state of ABM in B2B organizations today, which trends have emerged and evolved in the past couple of years, and what stands out about those who have hit or exceeded their growth goals with an ABM approach.
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