ABM as the catalyst for client-centricity

Account-Based Marketing (ABM) has evolved significantly over the past 25 years to become a strategic imperative for B2B organizations seeking sustainable, profitable growth. With 87% of firms identifying ABM as a top marketing priority, and 81% reporting higher ROI compared to traditional initiatives, it’s a core component of client-centric business models. 

In this special bonus podcast episode, we delve into findings from Momentum ITSMA’s seventh Global Account-Based Marketing Benchmark – the largest and most comprehensive study of its kind – with Momentum ITSMA’s Chief Consulting Officer, Meta Karagianni, and Principal Advisor and Consultant, Adam Bennington.

We discuss how leading organizations are leveraging ABM to catalyze a shift towards client-centricity, aligning their entire marketing ecosystems to deliver personalized experiences that build trust and drive business impact. By using generative AI to optimize operations and enable predictive engagement, along with crafting seamless buyer journeys that evolve with customer needs, these organizations are setting new standards for client-centric growth.

“There’s opportunity for ABM programs to engage and influence, be ambitious and idealistic, and excite and inspire clients to build trust.”

Adam Bennington, Principal Advisor and Consultant, Momentum ITSMA

Looking ahead, we explore how ABM will be shaped by a deeper integration of generative AI, enabling more targeted, real-time engagements. This shift will transform the buyer journey, enhancing transparency and tackling long-standing B2B marketing challenges. There’s palpable excitement for the future of ABM, and to thrive in this new landscape organizations must fully embrace and embed client-centricity at every level.

“81% of B2B marketers report a higher ROI from ABM – that investment isn’t just revenue; it’s loyalty, retention, and reputation. All the important components that drive growth."

Meta Karagianni, Chief Consulting Officer, Momentum ITSMA

Listen now to hear: 

• How ABM is driving profitable growth and elevating marketing’s strategic value.
• Key strategies of leading ABM programs, including system integration for personalized content, leveraging customer insights, and applying generative AI for efficiency.
• Insights on maintaining a consistent customer experience and enhancing client-centricity across the organization.
• The importance of viewing ABM as a business strategy, not just a marketing tactic, and aligning the broader ecosystem to deliver a client-centric approach.
• Predictions for the future of ABM in 2025 and beyond, including the role of generative AI in transforming the buyer journey.
• Practical advice for scaling ABM programs beyond traditional methods, balancing new acquisition with expanding existing accounts, and aligning demand generation with client needs.

This is a must-listen for ABM leaders looking to optimize their client-centric strategies to drive sustainable growth.