Account-Based Marketing (ABM) is growing in significance in B2B marketing. The pressures
on revenue growth increasingly require that sales and marketing teams work together with a
common goal. ABM provides a platform to do just that.
This study aims to understand the state of ABM today, the challenges faced by practitioners
and what they see as the road ahead for them. To arrive at our findings, we surveyed senior
executives responsible for ABM operations in mid to large sized corporations across regions.