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What is Account-Based Marketing, really? You can do a google search today on “Account-Based Marketing Definition” and sift through about 632,000,000 results.
You can attend the Rethinking ABM: Benchmarks and Priorities for 2021 webcast on December 3 and learn the one common definition that marketers can rally around.
During the session, ITSMA’s Rob Leavitt and I will go far beyond just defining ABM to explore the data and insight from the fourth annual ITSMA and ABM Leadership Alliance study. Part of what we’ll review includes where ABM leaders are placing their bets for 2021, what strategies and tactics have risen to the forefront, and what the most effective programs do differently.
What I’ve learned is that there are good reasons ABM is so important to B2B marketers. First, for companies that have any sort of active program, ABM represents a substantial share of the total marketing budget. And, the research shows that ABM continues to deliver: most companies see higher ROI with ABM than with other types of marketing.
We’ll also do what I love to do: dive into the details behind the research findings.
2020 marks the fourth year of this joint survey with ABMLA. But this is not a mere repeat of previous surveys; because the research was conducted from August–September 2020, respondents had plenty of time to reflect on the shifts in their marketing programs due to, during, and after the pandemic. Thus, the webcast will focus on how companies modified their ABM business objectives and shifted their ABM programs and tactics.
And while there’s no sure way to predict the future, you can be sure that your B2B marketing peers are planning for it. In 2020 markets have changed dramatically, buyer needs have shifted substantially, and earlier approaches may no longer be effective. Yet there is plenty of opportunity and ABM leaders have to move quickly to respond effectively.