Published: 28 February 2022
Account-based marketing offers significant promise for B2B organizations, enabling marketing and sales teams to engage high-value customers with high-value experiences. This research helps B2B digital marketing leaders get started with ABM using an approach tailored to their business.
There is no one-size-fits-all approach to account-based marketing (ABM), because the optimal strategy depends on the unique needs of the business.
A deep understanding of the customer’s business and buying context is critical for ABM success.
Successful customer engagement requires proactive and ongoing coordination between marketing and sales.
Successful ABM adoption requires a symbiotic relationship among people, processes and technology. ABM technology vendors can enhance internal capabilities, including account selection, account planning, engagement and reporting.
B2B digital marketing leaders implementing ABM to improve demand generation performance:
Determine the appropriate scope of your ABM program by aligning your approach to the concentration of
Clients can log in to view the entire document.
Analysts:
Gartner research, which includes in-depth proprietary studies, peer and industry best practices, trend analysis and quantitative modeling, enables us to offer innovative approaches that can help you drive stronger, more sustainable business performance.
Our independence as a research firm enables our experts to provide unbiased advice you can trust.
Not only is Gartner research unbiased, it also contains key take-aways and recommendations for impactful next steps.
Our research practices and procedures distill large volumes of data into clear, precise recommendations.
We provide actionable, objective insight to help organizations make smarter, faster decisions to stay ahead of disruption and accelerate growth.
We offer one-on-one guidance tailored to your mission-critical priorities.
We work with you to select the best-fit providers and tools, so you avoid the costly repercussions of a poor decision.
Connect directly with peers to discuss common issues and initiatives and accelerate, validate and solidify your strategy.
Gartner clients can log in to access the full library.
Connect with CMOs and marketing leaders to get the latest insights on marketing technology, trends, innovation and more.
©2022 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.
