Was Account-Based Marketing a Waste of Time?
Some B2B companies see significant gains from ABM, but a new study suggests they are in the minority — can AI save it?
After years in which one-to-one account-based marketing (ABM) dominated the market, a majority of B2B firms now deploy at least two types of ABM — whether one-to-one, one-to-few, or one-to-many — while almost a third use all three types, according to a recent study. That's a significant bump from 2017, when just 35 percent of marketers used more than one type of ABM. The numbers may indicate that B2B firms are getting back to the basics to refuel their various ABM initiatives.
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