Account-based marketing (ABM) is built upon the premise that not all accounts are created equal, meaning that some accounts should be prioritized and targeted based on their revenue-generating potential.
In fact, a Forrester 2022 Total Economic Impact™ Study found that customers adopting ABM and using a platform purpose-built to provide an account-first context for all data and engagement efforts had a return-on-investment of 367 percent in three years and a payback period of less than six months.