Account-based marketing (ABM) is gaining serious traction as more than 90% of B2B organizations consider it a “must-have” tactic, according to SiriusDecisions’ 2015 State of Account-Based Marketing (ABM) Study. Wider adoption is anticipated; nearly two-thirds (60%)of marketers expect to invest in ABM technology in the next 12 months, the study revealed.

While ABM requires a shift in mindset and dedicated resources, the potential payoff is significant. According to research from ITSMA, a marketing trade association, more than 80% of companies say that ABM delivers greater ROI than other marketing initiatives.

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