Focus: What is the Future of ABM?

As the business landscape continues to evolve rapidly, marketers have embraced new strategies to engage the right buyers at the right time. Account-based marketing (ABM), in particular, has surged in popularity across the globe. In fact, through original research, top B2B marketing agency MOI Global found that at least 70% of marketers around the world activate ABM programmes to engage priority accounts and stakeholders, increase pipeline acceleration, and deliver high ROI.

And while the potential of ABM is undeniable, no two businesses are the same. B2B marketers must develop an ABM strategy that reflects their business’ unique challenges, customer needs and ABM sophistication level. In this live webinar, TechTarget’s Jacqueline Thomas will sit down with Callum Miskell and Julie Wisdom of MOI Global for an in-depth conversation on their latest research and subsequent approaches to ABM across the globe. They’ll explore the regional differences and universal fundamentals that marketers should consider when building and evolving their approach to ABM.

They'll also examine how challenger brands approach ABM to go toe-to-toe with shrinking budgets and the huge incumbent brands in their industries. It's part of a newly released research report on Data Creativity (including how to use your intent platform like NASA).