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.
- 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
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