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ABM Trends: The Convergence of Demand Generation and Account-Based Marketing

TrustRadius Marketing

Research from Demand Gen Report shows that almost 60% of B2B marketers are already blending ABM and demand gen initiatives. The most successful B2B marketers include both as a part of their overall strategy. Data from HubSpot shows that 70% of marketers are using it —15% more than in 2020. ABM is certainly on the rise.

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Enhancing Your B2B Buyers’ Journey 


Buyers now navigate much of their journey solo, with almost half of them taking at least three months to conduct self-guided research into new vendors before reaching out to a sales rep. To be successful in this new normal, B2B vendors must cater to the modern needs of their buyers to facilitate a journey that’s as smooth as possible.