Alterra Group’s Perspectives on Account-Based Marketing

As a customer-centric focus increasingly proves critical to the success of professional service firms, account-based marketing (ABM)—the dedication
of marketing resources, time and attention to specific accounts and prospects—has become one of the most important elements of firms’ overall marketing plans.
To understand the rise of ABM and the key components of a successful ABM program, Alterra Group recently completed a comprehensive research initiative involving 50 U.S.-based practice leaders, marketers and business development executives across professional services sectors. The following materials describe the findings of this research:

• View a presentation with the high-level results of our survey.
• Read a summary of our overall findings.
• Learn about the top ABM success factors.
• Download our full ABM white paper, also available as a PowerPoint presentation.