Growth insights, reports, and news for you

A first look at Momentum ITSMA's 2024 Global Account-Based Marketing Benchmark report.

Over the past 20 years, B2B marketing has shifted dramatically towards greater client-centricity.

In a world of global expansion and local nuance, how do you strike the perfect balance in your Account-Based Marketing (ABM) strategies? 

Jodi Lebow, VP Global Demand Center, Hexagon and Robert Hollier, Partner, Momentum ITSMA, advise on ABM budget strategies in light of new buyer research.

In this episode we dive into the complexities of establishing and scaling an effective ABM program – including the challenges, strategies, and keys to success.

Over 100 senior marketers came together at the event of the year to challenge the status quo, unlearn to outperform, and redefine the future of ABM.

The topic of ABM program scaling continues to be front and center for ABM Leaders in 2024. 

In this bonus episode, join Alisha and Momentum ITSMA consultants Robert Hollier and Adam Bennington as they explore recent tectonic shifts in marketing approaches and dissect the latest findings from the 2024 Client Buying Index (CBX), our long-running study of enterprise buying behaviors.

In an era where technological advancements are reshaping the landscape of marketing, using generative AI in ABM is set to be a game-changer.

We've helped IBM enhancing its top account program capabilities, extending it from the global team to the field.

Salesforce had a long-standing ABM program for it’s top accounts and whilst showing success across different regions, the program lacked the consistency and impact required for global expansion.​ 

Oracle appointed us as its prime partner to help establish key account growth plans and build out its ABM practice, leveraging expertise across hundreds of accounts. 

Colt aims to enhance its enterprise value and EBITDA performance through client acquisition and growth.

Our collaboration with Autodesk began with certifying all ABM teams, followed by a comprehensive program covering every step of the learner journey. 

Charles Doyle, a three-time Chief Marketing Officer, shares why client needs are a critical cornerstone to an effective growth strategy.

For 2024, expectations for Account-Based Marketing are riding at an all-time high. But the landscape is evolving, so it’s crucial to know and understand the dynamics to maximize ROI.

When tightly interwoven, ABM and brand initiatives emerge as corporate strategy game-changers for growing accounts.

ABM programs can mistakenly be positioned as demand generation initiatives, with serious consequences on performance.

As organizations embed account-based strategies company-wide, Kyndryl is a rare example of a business that has embraced this approach from the outset.

Kyndryl is a business that was founded and structured around implementing ABM right from the start. In our latest ABM podcast, Andrew Fitzgerald, Vice President of Global Account-Based Marketing explains “The Kyndryl Way” and why it was so important to design a marketing function with strategic clients at its core.

Discover the 2023 Global State of ABM benchmark report from Momentum ITSMA and the ABM Leadership Alliance.

In the world of ABM and partner marketing, there’s a clear mantra: one team, one strategy, one goal. Alignment is critical to capturing the full value of this exciting, and growing, application of ABM.

Despite the unquestionable importance of partner-driven go-to-market strategies and ABM initiatives, they’ve traditionally operated in separate organizational silos. However, a transformative shift is in progress, fueled by client demands for heightened synergy among their suppliers.

In the world of ABM and alliances, there’s a clear mantra: one team, one strategy, one goal. In our latest ABM podcast, Pooja Golechha, Senior Manager Partner Marketing and Account-Based Marketing at Pega, explains why uniting from day one creates a robust foundation for success.