In times of economic uncertainty, account-based strategies are essential. According to several business analysts and practitioners, ABM is a necessity for creating more predictable revenue — and research shows that nearly three-quarters of marketers (74%) already have the resources needed to build successful ABM programs.
With that in mind, practitioners are leveraging their existing ABM frameworks for two initiatives: Creating tailored experiences to engage potential customers and developing retention campaigns. This report will examine the main investment areas that marketers are prioritizing to enhance their account-based strategies through a focus on:
- How practitioners are executing and accelerating blended ABM strategies that put self-service buying journeys at the forefront;
- The areas in which AI shows the greatest promise;
- The continued convergence of ABM and demand generation, with expert testimony that highlights the best ways to synchronize the two;
- Why marketers are split between focusing on retention-based plays or prioritizing new business generation; and
- How organizations are working to align all departments from the top-down on key performance indicators (KPIs).
