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. https://terminus.com/roi-research-account-based-marketing/
blog article
NEW ABM RESEARCH: REAL PRACTITIONERS’ EXPERIENCES WITH ACCOUNT-BASED MARKETING
By now, most B2B organizations have been exposed to the promise of account-based marketing (ABM) and have either adopted it, piloted it, or put it on their strategic roadmap. That’s why now is a good time to step back and reevaluate the strategy. Is ABM really working? If so, for whom? What’s not working? Driven by a lack of practitioner research, Lenati, an ABM consultancy, set out to better understand whether ABM lives up to the hype by asking real B2B marketers about their successes and challenges with an account-based approach. Below are some of the key findings from this study. You can also find a link to the full report at the bottom of this post. READ MORE