This article discusses a Forrester report in partnership with Influ2, highlighting the shift from traditional account-based marketing (ABM) to contact-level ABM. It emphasizes the importance of targeting individual decision-makers within accounts to improve engagement and drive sales.

An analysis of 12 months of successful Account-Based Marketing (ABM) campaigns reveals key factors that drive conversion rates, such as timely engagement, stakeholder involvement, and the importance of personalizing experiences. Misalignment between sales and marketing teams significantly hampers ABM effectiveness, while tailored direct mail remains a valuable strategy. The findings emphasize that ABM should be approached as an integrated go-to-market strategy rather than just a series of campaigns.