What sets ABM leaders apart from the rest?
We surveyed over 300 B2B marketers to discover the benefits, barriers, and best practices of Account-Based Marketing.
What are the core differences between ABM leaders – those who see significantly higher return on investment (ROI) from ABM strategies compared to traditional marketing initiatives – and laggards – those who see the same or lesser results?
The Global Account-Based Marketing Benchmark shows that leaders who embed ABM as a core companywide strategy are having a greater impact, making their organizations more client-led and growth-oriented.
In contrast, laggards seem to champion ABM in a silo or, worse, rely on the prowess of a single ABM ‘rockstar.’ They are held back by restrictive organizational design and poor alignment across other business units.
To unlock the full potential of ABM, you must develop a strategic focus on cross-functional alignment, sophisticated data utilization, and building a culture of continuous improvement.
By doing so, you’ll not only refine your current initiatives but also position your organization for long-term success in a more complex and demanding marketplace. The opportunity to lead and innovate in ABM has never been greater, and with the right approach, the future holds great promise.
ABM is a proven strategy
Marketers must overcome barriers to ABM growth
Top-performing programs show the path to success
Four ways to get more from ABM
Want to dive deeper into the Global Account-Based Marketing Benchmark data? Contact us to book a bespoke insight session with one of our expert consultants.
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FM: Rewriting the ABM playbook
What does it take to build a client-centric growth engine in an industry where marketing has long been seen as a support act? Harsha Chachadi shares how FM is rewriting the rules with ABM – one account at a time.
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FM: Rewriting the ABM playbook
What does it take to build a client-centric growth engine in an industry where marketing has long been seen as a support act? Harsha Chachadi shares how FM is rewriting the rules with Account-Based Marketing – one account at a time.
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NetApp: Turning ABM ambition into impact
How can Account-Based Marketing deliver growth in an era of AI and complex buying journeys? NetApp’s Fabiana Brunetti shares how piloting, personalization, and cross-functional buy-in can turn ABM from aspiration to action.