Two titans of Account-based Marketing have joined forces to catalyze the next wave of ABM integrations into established MarTech systems.  ITSMA, the B2B marketing leadership community that pioneered Account-Based Marketing (ABM) in the early 2000s, and Demandbase, the leader in ABM technology, announced a new partnership to advance ABM as a comprehensive strategy for all B2B marketers. The news comes on the heels of Demandbase’s recent $65 Million funding round.

According to this research, 35 per cent of ABM marketers today are implementing more than one type of ABM. Among high performing ABM marketers, 63 per cent are implementing at least two types. Moreover, 71 per cent of all ABM marketers plan to scale their programs in the next 12 months with 67 per cent saying they will adopt a blended approach to do so. The need to understand the requirements of a blended approach underscores the importance of this partnership.