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State Of Account-Based Strategies: Practitioners Bullish On Customer Acquisition Campaigns; Focused On Improving Internal Alignment

May 10, 2023

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 — and research shows that nearly three-quarters of marketers (74%) already have the resources needed to build successful ABM programs.

With that in mind, practitioners are leveraging their existing ABM frameworks for two initiatives: Creating tailored experiences to engage potential customers and developing retention campaigns. 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;

  • Why marketers are split between focusing on retention-based plays or prioritizing new business generation; and

  • How organizations are working to align all departments from the top-down on key performance indicators (KPIs).

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