The COVID-19 pandemic has caused many B2B marketers to change their goals and tactics for account-based marketing (ABM), according to recent research by ITSMA and the ABM Leadership Alliance.
The report is based on data from a survey conducted among 420 marketers from B2B technology and business services companies from August to September 2020.
Around 42% of marketers surveyed say their ABM business goals have changed due to the pandemic, 54% say their goals haven't changed, and 4% are unsure.
ABM Tactics: Covids Impact
Among marketers who changed their ABM tactics due to the pandemic, 49% say growing their business with existing accounts has become much more important, and 37% say supporting specific important opportunities has become much more important.
The pandemic has also spurred some B2B marketers to adopt new ABM tactics. In particular, some say that as part of their ABM strategy, they have started running virtual events, virtual meetings and webinars.
ABM Budgets: Covids Impact
Around 30% of B2B marketers say their ABM budget has decreased due to the pandemic, 26% say it has increased, and 44% say nothing has changed.
About research: The report is based on data from a survey conducted from August to September 2020 of 420 marketers from B2B technology and business services companies.