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Account-based marketing (ABM) is becoming the way marketing gets done, with B2B demand generation efforts focusing predominantly on accounts, not leads. In fact, ABM now involves more than just marketing. It encompasses every aspect of creating long-term customer relationships and differentiated customer experiences — and many parts of your company must play their part in reaching this goal. To keep ABM from becoming just another bygone marketing approach, we believe now is the time to replace the "M" in ABM with a new letter, and we nominate "E" for engagement.
With this appropriate focus on engagement, Forrester predicts that by 2025, the term "ABM" will disappear as account-centric becomes the way most B2B organizations identify, plan, manage, and measure buying and post-sale motions. So what does this mean for marketers and sellers in 2020? Join Forrester VP and principal analyst Laura Ramos as she highlights Forrester’s most recent research that shows the connection between ABM experience and better business results — and describes the trends that B2B marketers can (and should) follow in their ABM approaches to capture the distinct value and promise of ABM to the business. This webinar concludes with advice on what B2B marketers need to do differently in 2020 and beyond to drive the most value from their ABM-specific activities.
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Target audience level: beginner and intermediate
Vendors mentioned: 6sense, Adobe/Marketo, Bombora, Demandbase, Discover.org, Dun & Bradstreet, Engagio, HubSpot, InsideView, Jabmo, LinkedIn, MRP, Oracle/Eloqua, PFL, Radius, RollWorks, Sendoso, TechTarget, Terminus, Triblio, True Influence, and ZoomInfo.
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This infographic illustrates our survey results to help B2B marketers better plan and execute their account-based marketing efforts.
Read this report to understand how four practices help B2B marketers improve customer intimacy.
Business-to-business (B2B) marketers are aggressively moving to implement account-based marketing (ABM) and drive successful engagement at the account level. But the hype still confuses many, and others feel overwhelmed by anticipated changes. To help, we
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