How COVID-19 Has Impacted ABM Efforts Articles

MRP COVID Impact ABM Efforts June2021

Marketers – 72.5% of whom report an impact on their account-based marketing (ABM) strategies from COVID-19, detail the ways in which the pandemic has impacted their ABM efforts:

  • “Our account profiles have changed (e.g. identify decision-makers, buying processes and media preferences)”
  • “The channels we use to reach targets are changing”
  • “Targets are not responsive to the same content”
  • “Sales cycles are longer”
  • “Direct mail isn’t reaching targets”

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