In times of economic uncertainty, account-based strategies are essential. According to several business analysts and practitioners, ABM is a necessity for creating more predictable revenue. Research shows that nearly three-quarters of marketers (74%) already have the resources needed to build successful ABM programs.
This report will examine the main investment areas that marketers are prioritizing to enhance their account-based strategies through a focus on:
- How practitioners are executing and accelerating blended ABM strategies that put self-service buying journeys at the forefront
- The areas in which AI shows the greatest promise
- The continued convergence of ABM and demand generation, with expert testimony that highlights the best ways to synchronize the two