Best Practice Report

To Level Up Account-Based Marketing, Focus On The Right Opportunities

October 25th, 2021


Account-based marketing (ABM), once the shiny new object in B2B marketing, has now been around long enough to demonstrate the benefits of aligning with sales and customizing activities for specific target accounts. Today’s ABM practitioners, however, have encountered challenges because they continue to overlook the most important truth in B2B marketing: Accounts don’t buy, buying groups do. In this report, we explain how marketing teams can help ABM reach its full potential as a growth strategy by understanding the limitations of an account-only approach and making six important modifications to their ABM processes and supporting technologies.

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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.