Rethinking ABM: Outperforming the Market in the World of AI
Discover the 2023 Global State of ABM benchmark report from Momentum ITSMA and the ABM Leadership Alliance.
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.
More in
-
The art of alignment: Three pillars of sales and marketing cohesion
Although we’ve made great strides in bridging the gap between sales and marketing, the need for unification has intensified in the last few years.
-
The power of incumbency: Rethinking your marketing resource allocation
Jodi Lebow, VP Global Demand Center, Hexagon and Robert Hollier, Partner, Momentum ITSMA, advise on ABM budget strategies in light of new buyer research.
-
Teradata: ABM is both an art and a science
In this episode we dive into the complexities of establishing and scaling an effective ABM program – including the challenges, strategies, and keys to success.