ABM in 2017: What Experts Think the Next Stage Looks Like

The ABM story has, so far, gone like this: its general principles are as old as sales and marketing themselves, but in 2013 and 2014, marketers began focusing on turning this methodology into a system that works like a well-oiled machine within their organizations. From then until last year, ABM practitioners took what they learned in order to try to agree on some best practices. It’s now 2017 – where will the discussion lead us?

This presentation covers the discussion from an event during which that question was asked of the Account-Based Marketing Consortium and five C-Level executives. The contributors also discussed where practitioners should place their investments, what mistakes from past years we can learn from, and what successes we should seek to scale