Robert Hollier, Partner, Momentum ITSMA, summarizes our findings
While Account-Based Marketing (ABM) is a well-established strategy, it’s clear that there’s still significant untapped potential. With strategic adjustments, the best is yet to come for organizations aiming to drive outsized results and pull ahead of the competition.
We surveyed over 300 B2B marketers to identify the core differences between ABM leaders – those who see significantly higher return on investment (ROI) from Account-Based Marketing strategies compared to traditional marketing initiatives – and laggards – those who see the same or lesser results.
This report confirms the evolving ABM landscape requires a holistic, CMO-level commitment to client-centricity. Leaders are proof that when ABM is a strategic priority that permeates the entire organization, you can thrive. Marketers 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.
Robert HollierPartner, Momentum ITSMA
