The State of ABM in Cybersecurity and Other Undifferentiated IT Markets
Send us a text Account-based marketing and selling became a must for cybersecurity firms and others looking to drive higher-value deals in an undifferentiated, crowded market. In fact, 92% of B2B marketers have some kind of ABM strategy or program in place as companies dove into ABM tech and other platforms that promised a path to greater growth with more focus and partnership with sales leaders. However, ITSMA, Tech Target and others report that only 17% have a mature program and 69% of ABM ...