We’ve released new research on ABM, to understand the key factors of ABM success, in partnership with The Marketing Practice.
As marketers ramp up their ABM efforts to secure the results so often talked about in the B2B tech marketing community, we thought it was important to learn how to set up an ABM programme so that it’s destined for success.
We found that ABM now has a seat at the board table, with the vast majority of those stating it impacts their ability to run ABM, for reasons such as:
“Top level sponsorship is crucial to success. Otherwise everyone is too busy with their ‘day jobs’.”
The report also reveals the importance of these key elements in an ABM programme:
- Access to educational tools
- Dedicated resources
- Team structures
- Aligned objectives