Market Has Yet To Realize The True Impact of ABM

With Account-Based Marketing still viewed as a separate strategy that coincides with other marketing approaches, we are yet to really feel the full impact of ABM tools and practice on B2B marketing, according to MRP, the only enterprise-class predictive ABM provider. With 96% of marketers still viewing ABM as a separate strategy according to Forrester, the ABM mindset has created significant confusion for the mainstream B2B marketer. It’s taken a couple of years to separate the hype from the reality, primarily due to the volume of early stage, VC backed vendors and agencies just looking to varnish their existing offerings with the gloss of ABM hype. ABM as both a strategy and a set of enabling technologies has grown beyond its earlier years, but still has a long way to go before reaching full maturity, said Jaime Romero, VP of Global ABM at MRP. When selecting an ABM platform, B2B marketers can avoid the operational and technical void that comes with integrating multiple products and start generating results from ABM programs quickly, he continued.