Looking to get up to speed on a topic fast? Join us for a full-day, intensive workshop this October 12 in Boston.

The COVID-19 pandemic has led many B2B marketers to shift their account-based marketing (ABM) objectives and tactics, according to recent research from ITSMA and the ABM Leadership Alliance.

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.

Some 42% of the marketers surveyed say their ABM business objectives have changed because of the pandemic, 54% say their objectives have not changed, and 4% are not sure.

ABM Tactics: Covid's Impact

Among marketers 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.

The pandemic has also led some B2B marketers to embrace new ABM tactics. Specifically, a number say they have begun holding virtual events, virtual meetings, and webinars as part of their ABM strategy.

ABM Budgets: Covid's Impact

Some 30% of B2B marketers say their ABM budget decreased because of the pandemic, 26% say it increased, and 44% say there was no change.

About the research: 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.

Sign up for free to read the full article. Enter your email address to keep reading ...


ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji