According to our Raising the Game with ABM: 2018 ABM Benchmark Study, done in conjunction with the ABM Leadership Alliance, 77% of respondents saw a 10% or more return on investment (ROI) from their ABM programs compared to more traditional marketing activity. For some, it had an even bigger impact: 45% replied that ROI had more than doubled. The study finds that implementing ABM produces broader business benefits as well, including greater customer success, more advocates, and a surge in innovation.
November 5, 2018 Read moreWhat will be the potential impact of powerful economic, technological, and social trends on how we operate? We recently brought together a group of senior executives from companies with advanced ABM programs, including Accenture, BT, DXC Technology, Fujitsu, Microsoft, and O2, to brainstorm ABM’s future.
October 11, 2018 Read moreSocial media is now an essential part of nearly every marketer’s tool box. But what’s the role for social specifically in account-based marketing (ABM)? ITSMA’s Rob Leavitt explores how companies are using social media to get closer to top priority customers—and accelerate ABM development and results.
May 11, 2018 Read moreITSMA podcast, Practicing ABM, jointly produced with MomentumABM, digs into the opportunities and challenges of using social media to strengthen account-based marketing, with discussion on issues including account selection, engaging with key accounts, training for social media, metrics, and more.
April 10, 2018 Read moreLatest research publications from ITSMA, including ITSMA’s Marketing Transformation Maturity Model, webcast on customer experience and success, 2018 services marketing budget study, Malcolm Frank viewpoint on AI and marketing, and case study on IBM’s “new work of marketing.”
March 28, 2018 Read moreWith little debate about whether account-based marketing (ABM) is worth the investment, the current discussion among B2B marketers focuses mostly on which type of ABM is right for their organizations and how best to move forward from initial program development. ITSMA’s new eBook with Demandbase, Accelerating ABM Impact, makes the case that ABM practitioners today should focus on moving to a blended strategy.
October 10, 2017 Read moreITSMA’s new benchmark study of account-based marketing, Driving Growth with Three Types of ABM, conducted in partnership with the ABM Leadership Alliance, adds a wealth of data and insight to help companies move from initial experimentation to a more robust program with strategic impact on the business.
September 20, 2017 Read moreITSMA infographic highlights the value of emphasizing the “three R’s” of account-based marketing (ABM) – Reputation, Relationships, and Revenue, the improvements ABM-ers are driving in each area, and key metrics to consider.
September 11, 2017 Read moreLaunching new ABM programs effectively requires support and understanding far beyond the marketing department. ABM leaders from Juniper, Microsoft, and Teradata explain their critical first steps in defining ABM strategy, educating the organization, and building alignment with key stakeholders.
September 7, 2017 Read moreNothing beats account-based marketing (ABM) when it comes to return on investment, but it often takes time to generate substantial returns. Setting appropriate expectations and measuring interim results are essential for sustaining ABM initiatives.
August 14, 2017 Read moreITSMA’s 2nd annual Next Generation ABM Forum brought ABM leaders and practitioners to East London in early July to listen, network, and debate recent progress, emerging best practices, critical trends, and the ongoing challenge of differentiating in increasingly competitive markets.
July 19, 2017 Read moreThe exploding interest in account-based marketing (ABM) is mostly about revenue, but new research from ITSMA and the ABM Leadership Alliance highlights substantial improvements in reputation and relationships with ABM programs, as well. Focusing on the 3 R’s of strategic marketing has always been important for ABM, but it’s even more important today while we’re shifting as fast as possible into the digital, connected economy.
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