1、Rethinking ABM:Outperforming the Market in the World of AIRethinking ABM:Outperforming the Market in the World of AI 2023 Global State of Account-Based MarketingRob Leavitt,Partner,Momentum ITSMA#RethinkingABM2023 ABM Benchmark Study 2023 Momentum ITSMA&ABM Leadership Alliance.All rights Reserved.Re

2、thinking ABM:Outperforming the Market in the World of AIExecutive Summary03Great Expectations05Promise vs.Reality10Priorities for 202426About the Research43This report is the property of Momentum ITSMA and the ABM Leadership Alliance.With written permission and proper attribution,sections of this pu

3、blication may be shared.Request for permission.2Table of contents2023 ABM Benchmark Study 2023 Momentum ITSMA&ABM Leadership Alliance.All rights Reserved.Rethinking ABM:Outperforming the Market in the World of AIExecutive summary:Rethinking ABMRethinking ABM:Outperforming the Market in the World of

4、AI provides a deep dive into the state of ABM in 2023.Based on the 7th annual Momentum ITSMA-ABM Leadership Alliance benchmark study,the report provides essential data and insight on ABM strategy and objectives,staffing and spending,tools and tactics,and metrics and results.Most important,the report

5、 provides a view of what the highest performing ABM programs do differently,and defines a set of priorities for 2024 to help accelerate growth with your most important accounts as we enter the new world of AI.Account-based marketing(ABM)today stands on the cusp of transformation with the widespread

6、adoption and democratization of artificial intelligence(AI).Twenty years after Momentum ITSMA pioneered the approach with a handful of global tech firms,ABM is now pervasive across B2B marketing.In the early days,ABM focused on growing a small group of top accounts.Today,B2B firms deploy multiple ty