Throughout 2018, we’ve seen B2B marketers experiment with ABM solutions, fine tune their campaigns and push to prove ROI. As we look ahead to the New Year, industry analysts and practitioners expect ABM to evolve from a mere fad into a crucial component of go-to-market strategies. Pilot programs will develop into full-fledged, cornerstone campaigns, ABM will move into the mainstream B2B marketspace and engagement metrics will become the new measuring stick for success.
Our year-end issue of ABM In Action explores the future of ABM. It includes insights, predictions and more from nearly a dozen B2B marketing practitioners and analysts. Some believe it’s time to redefine ABM and move past account-based spam to account-based engagement. Others stress the need for a stellar content strategy and cross-departmental participation.
We’d love to hear your thoughts on the next phase of ABM and look forward to covering its evolution in 2019. Tweet us at @ABM_In_Action and tell us what you think!