Rethinking ABM for the Next Normal: Assessing Your Program for Long-Term Success

Amid the dramatic disruptions of 2020, Account-Based Marketing has become an even more important B2B strategy than before to reinforce customer relationships, collaborate closely with sales, and personalize campaigns for your most important prospects and sectors. But early 2020 ABM approach may not be sufficient for our new environment of largely virtual engagement, remote work, and tremendous business uncertainty. Optimizing ABM impact for the rest of 2020 and beyond requires a fundamental review of all aspects of your ABM strategy, including account focus, sales alignment, staffing, tools, tactics, and more. ITSMA’s ABM Adoption Model provides a practical framework to assess the seven critical dimensions of ABM program success, evaluate program strengths and gaps, and identify priority investments and initiatives for the new road ahead. Join ITSMA’s Rob Leavitt and Louise Jefferson for a brief introduction to the adoption model and how you can use it to benchmark your program against industry peers, explore recommendations and best practices with an ITSMA expert, and prioritize near- and longer-term initiatives to strengthen your program for the next normal.