How the Pandemic Has Affected Account-Based Marketing

Account-Based Marketing — Wed., Jan. 27, 2021

The COVID-19 pandemic has had a major impact on B2B marketers when it comes to account-based marketing ( ABM) objectives and tactics, according to recent research from ITSMA and the ABM Leadership Alliance. Of those surveyed, 42% say their objectives have changed, while 54% say their objectives have not changed.

Among those who have changed their ABM tactics because of the pandemic, 49% say growing business with existing accounts has become much more important, and 37% say supporting specific major opportunities has become much more important. Additionally, some B2B marketers have begun holding virtual events, virtual meetings, and webinars as part of their ABM strategy.

When it comes to budgets, 30% of B2B marketers say their ABM budget decreased because of the pandemic, 26% say it increased, and 44% say there was no change. The report was based on data from a survey conducted in August through September 2020 among 420 marketers at B2B technology and business services companies.

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