Three Types of ABM: Current Practices and 2018 Plans

This document is available free of charge
  • Author(s) Rob Leavitt, Jessica Fewless
  • Published August 17, 2017
  • 17 Pages
  • Category Content & Communications, Engagement & Advocacy, Hot Topics
  • Type Member Research
  • 17 Pages
  • .PDF Format

As account-based marketing (ABM) has taken off in recent years, three distinct approaches have emerged that companies are using to strengthen near-term results and longer term strategy: One-to-One, One-to-Few, and One-to-Many.

New 2017 benchmark research from ITSMA and the ABM Leadership Alliance digs into the three types, and finds that all three types are generating substantial ROI but that there are important differences in how companies are working with each type. Few companies are implementing all three types today, but a growing number are experimenting with at least two and a majority of practitioners have plans to extend ABM coverage with a blended approach in 2018 and beyond.

This webcast with ITSMA’s Rob Leavitt and Demandbase’s Jessica Fewless provides highlights from the research with data and commentary on similarities and differences across the three types of ABM on such issues as targeting new vs. existing accounts, criteria for account selection, marketing and sales collaboration, top marketing tactics, and levels of investment.

This document is available at no charge.
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