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Introduction

In this report Ovum examines the business value of ABM when properly adopted, the role and ecosystem of supporting technologies, and how ABM must evolve into account-based engagement (ABE) if it is to create enduring and mutually beneficial relationship bonds – the fundamental source of growth.

Highlights

  • ABM turns marketing and sales into a unified team to drive growth.
  • ABM involves a range of integrated technologies, including "big data" analytics and machine learning.
  • ABM will evolve into ABE as enterprises align coherently around customers.

Features and Benefits

  • Assesses ABM and its evolution into ABE, and how they will help B2B enterprises adopt the right approach to generate growth.
  • Analyzes the confusing IT landscape for ABM, bringing clarity to help enterprises in their technology decisions.

Key questions answered

  • What is ABM and how can it contribute to growth in a B2B environment?
  • What technologies support ABM?
  • How will ABM evolve and what recommendations are there to ensure it is adopted wisely?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Recommendations

  • Recommendations for enterprises
  • Recommendations for vendors

ABM turns marketing and sales into a unified team to drive growth

  • Consumer-based marketing approaches are ineffective in B2B environments
  • ABM strategy helps to optimize marketing and sales resources
  • Three levels of ABM: one-to-one, one-to-few, and one-to-many
  • At a minimum, marketing and sales need to act as a team

ABM involves a range of integrated technologies, including "big data" analytics and machine learning

  • The current ABM state involves an ecosystem of technologies
  • The anatomy of a CEP consists of six enabling technology layers, culminating in a seventh orchestration layer

ABM will evolve into ABE as enterprises align coherently around customers

  • The coherent enterprise will need an integrated approach to customer engagement
  • The path from ABM to ABE will only be trodden by leaders

Appendix

  • Methodology
  • Further reading
  • Author