Not only are the majority of B2B organizations implementing ABM, but many of them feel confident about their strategy — with 69% of practitioners who said that their ABM strategy exceeded their expectations. The COVID-19 health crisis has forced even the savviest ABM practitioners to adapt their ABM strategies to be sensitive to the new realities of people working from home, growing reliance on digital offers to supplement a lack of in-person events, and increasing expectations for value in relevance in all offers. But that hasn’t come with challenges. The DGR research showed that 33% are still in the early stages of their programs and many are looking to overcome ongoing challenges around alignment (46%), ROI measurement (43%), and data enrichment (22%) to improve their practice. This special report with Demand Gen Report and RollWorks will provide perspectives from some of the top analysts and consultants in the account-based category, as well as use case examples from ABM practitioners, covering topics such as:
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