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
-
KPMG: The blueprint for high-touch, high-impact ABM
In this episode of the Account-Based Marketing podcast, Heather Adkins shares the art and science of scaling ABM through sector-driven teams, AI-powered agents, and a relentless client focus.
-
EY: Scaling ABM for global impact
How can professional services firms scale ABM while maintaining deep client engagement and delivering measurable commercial impact? Oli Hammans and Gabriella Sellers share EY’s approach – smart prioritization, collaboration, and a relentless client-centric focus.
-
The five different types of research
There are many different types of research available to executives looking to support marketing and client-centric growth. But these are often conflated, leading to confusion over what they are meant to achieve and who the audience is.