Summary
German B2B marketers are the latest to recognize the benefits of account-based marketing (ABM), and Forrester’s 2020 Account-Based Marketing: A Global Audit shows they’re spending significantly to make up for lost time. However, there are some irregularities in how they execute on their ABM strategies, such as their use of insights and technologies and alignment with sales. These must be reconciled for the discipline to become mainstream as it has in other parts of the world. In this report, we highlight key findings from Forrester’s 2020 Account-Based Marketing: A Global Audit about the state of ABM in Germany.
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