The ABM Leadership Alliance and ITSMA Release 2020 ABM Research Study
SAN FRANCISCO, Jan. 14, 2021 /PRNewswire/ -- ABM Leadership Alliance, the partnership of organizations leading the marketing industry with ABM insights and resources, today announces key findings from its 2020 ABM research study. Conducted in partnership with ITSMA, "Rethinking ABM for the Next Opportunity" is the fourth annual ABM benchmark study from the two organizations. This year's report is based on survey data from more than 400 marketers at B2B technology and business services companies such as Adobe, Dell Technologies, Infosys and more, along with in-depth interviews with 24 leading ABM practitioners.
"This year's report shines a light on how the many disruptions of 2020 impacted account-based marketers, as well as how they adjusted and recovered," says Jon Miller, chief marketing and product officer of Demandbase, one of the companies in the ABM Leadership Alliance. "The report findings reveal that despite 56% of respondents' ABM budgets experiencing change in 2020, organizations saw measurable business improvement in relationships (71%), revenue (55%) and reputation/brand (34%) thanks to ABM."
One of the most compelling takeaways in this year's report was the identification of five strategic guidelines for ABM practitioners to adopt in order to accelerate success next year and beyond:
Additional takeaways from the research include:
To learn more, and read the entire report, please visit: https://abmleadershipalliance.com/ebook/rethinking-abm-2020-benchmark-study/
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