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Presenting: the 2020 State of Account-Based Marketing

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TLDR:

Justin Keller, the VP of Marketing at Terminus, authored the 2020 State of Account-Based Marketing (ABM) report. In it, Keller found 4 trends: (1)the state of the nation inspired widespread adoption of ABM. In fact, the amount of companies that had an ABM report increased nearly 20% in comparison to last year’s report, (2) ABM practitioners are focused on creating new revenue and moving to secure it, (3) because of current events in public health, many businesses tend to guard their existing revenue streams closely, and (4) although budgets were affected due to the onset of a nationwide disruption, a decisive majority—80% of the budget for mature ABM programs remained consistent or even witnessed an uptick. The report includes the input of over 300 Terminus customers representing a wide variety of industries.

The way ABM was practiced this year demonstrates how it was affected by COVID-19 and the lockdown that followed. 

The VP of Marketing at Terminus, Justin Keller, collected data from over 300 Terminus customers from a cornucopia of different industries and organized it to form the 2020 State of Account-Based Marketing report.

There were four major findings of that report:

  1. The state of the nation inspired widespread adoption of ABM. In fact, the amount of companies that had an ABM report increased nearly 20% in comparison to last year’s report
  2. ABM practitioners are focused on creating new revenue and moving to secure it
  3. Because of current events in public health, many businesses tend to guard their existing revenue streams closely
  4. Although budgets were affected due to the onset of a nationwide disruption, a decisive majority—80% of the budget for mature ABM programs remained consistent or even witnessed an uptick

The report underlines a pattern—an increasing number of marketers are realizing ABM is the superior way to generate revenue. The 2020 State of Account-Based Marketing’s results also suggest that ABM will become mainstreamed in due time. 

Original article from MarTechCube on 29 October, 2020. 

The ABM Journal

The ABM Journal was created because we got tired of sifting through all the noise about ABM and wanted to gather only the very best and useful Account-Based Marketing information in one place. In addition to our own research and insight, we aggregate executive level summaries, insights and takeaways—along with some of the top ebooks and other resources available.

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