Martech：2024年营销技术情报：基于企业账户的营销工具：营销人员指南报告（英文版）

B2B marketers have employed ABM for well over a decade, but the approach has gained momentum over the past few years and that growth is expected to continue. Forrester predicts that, by 2025, account-based marketing will become the primary way most B2B companies identify, plan, manage, and measure buying and post-sale activity. Factors influencing this rise include shifts in buyer preferences and pre-purchase behavior, as well as the development of more sophisticated technology and data produ