Rethinking ABM for the Next Opportunity: ABM as a Business Accelerator

Momentum ITSMA Staff

December 2, 2020

Rethinking ABM for the Next Opportunity, highlights ABM’s success during a time of unprecedented challenges and outlines five priorities.

Rethinking ABM for the Next Opportunity: ABM as a Business Accelerator

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Amid the tremendous disruptions of 2020, Account-Based Marketing (ABM) continued to gain traction as a core B2B marketing strategy to not just deliver business results, but to accelerate them.

Rethinking ABM for the Next Opportunity, the fourth annual ABM benchmark study from ITSMA and the ABM Leadership Alliance, highlights ABM’s ongoing success during a time of unprecedented challenges and outlines five priorities that ABM leaders need to emphasize to thrive in 2021 and beyond.

This report, based on both survey data and qualitative interviews with ABM leaders, documents the continued evolution of ABM through the extreme pressures of 2020. We were surprised to see that very few companies scaled back their ABM objectives during the pandemic. While companies did adapt to the new world, the changes they made in their ABM programs focused more on growing existing accounts than on breaking into new accounts or markets.

Today, as B2B firms reset their marketing strategy and are planning for the future, this essential study provides critical insight into the current state of ABM and the best-practice approaches required for continued success in a changed world. It also offers detailed commentary on ABM program objectives, maturity, budgets, tools, tactics, challenges, metrics, and business results.

In addition, the data shows that companies are taking different approaches with the distinct types of ABM that have emerged in recent years—One-to-One ABM, One-to-Few ABM, and One-to-Many ABM. Not surprisingly, the most effective ABM programs are far more likely to use a blended ABM strategy of at least two types of ABM.

As B2B buyers accelerate business transformation in the wake of COVID-19, there are new opportunities for ABM. Thus, the most important results of the survey may well be the distinguishing characteristics of the most effective ABM programs, which point the way for marketers to create greater business impact.

Based upon this research, ITSMA has outlined five priorities for ABM leaders to continue to drive strategic growth in 2021 and beyond:

  1. Accelerate agile
  2. Deepen account insight
  3. Strengthen sales collaboration
  4. Build a blended strategy
  5. Invest in metrics

To find out more about the 2020 ABM Benchmark Study and learn more about the five strategic guidelines that ABM program leaders can leverage to accelerate business success, download the report today.