Account-based marketing (ABM) has gained significant traction in 2016. Demand Gen Report's first-ever ABM Benchmark Survey Report found close to half (47%) of marketers surveyed have an ABM strategy in place, and 33% indicated they are planning to implement ABM within the next 18 months. Just 20% said they had no strategy or plans to implement ABM.
While ABM has been around for some time, the survey underscored that ABM is still a very new initiative for most organizations. A total of 59% of respondents said they've been doing ABM for less than a year, with 29% at it for less than six months.
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