November 2016, Forrester Research


Everyone likes to say that Account-Based Marketing is “not just a buzzword” but is that really true? According to Forrester, 2017 is the year the tide changes, and ABM goes from a nice-to-have to a critical business need. With that, the traditional funnel model for lead generation will become obsolete, marketing will take a bigger role in the post-sale customer relationship, and customer advocates will become more powerful than marketing campaigns. Is your business really ready for the account-based revolution? And more importantly, are the vendors you are working with ready to handle it?

Download the report and discover:

  • How ABM will come of age in 2017, and what it takes to succeed

  • Why vendors will begin to consolidate, and how your customers will benefit

  • How a focus on customers will steer everything from team structure to hiring

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