Rethinking ABM: Outperforming the Market in the World of AI

Account-Based Marketing (ABM) stands on the cusp of transformation. The rapid rise and widespread adoption of generative AI has opened the door to dramatic improvements in almost every aspect of the discipline.

But hindered by longstanding performance challenges, ABM leaders need more than just AI to achieve optimal results. Instead, companies must rethink their approach to ABM entirely if they want to fully capitalize on its benefits and outperform the market.

Rethinking ABM: Outperforming the Market in the World of AI is the 7th annual ABM benchmark report from Momentum ITSMA and the ABM Leadership Alliance. It provides a viewpoint on the state of ABM today and highlights the factors that separate high-performing programs from the rest.

Based on an international survey of more than 200 ABM leaders and practitioners, in-depth interviews, and hands-on experience with hundreds of ABM programs, the report documents ABM strategies, budgets, tactics, tools, challenges, and results. The report also provides strategic recommendations for 2024 and beyond based on the performance of today’s leaders and the transformational impact of generative AI.