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Account Based Marketing Playbook

Follow this simple step-by-step guide to develop an account-based marketing (ABM) approach and strategy.


Demandbase and Demand Metric recently completed research to illuminate the marketing technology stack challenges B2B firms face as they execute Account-Based Marketing (ABM) strategy.


Join Jerry Rackley, Chief Analyst at Demand Metric, and Daniel Gaugler, CMO at PFL, as they share benchmarks and insights on multichannel campaign effectiveness.


Just over half of this study’s participants include direct mail in their multichannel campaigns and 84 percent of them report that direct mail improves multichannel campaign performance. 

The Enterprise Marketers’ Guide to ABM concludes a series of proprietary, multi-part research reports that delve into the unique principles and best practices of enterprise ABM today. Including findings from over 1,200 study participants across 5 continents, this report is designed to be easily actionable for enterprise marketers with essential insights and data-driven strategies for executing ABM in complex operating environments.

The State of ABM Maturity 2021

After researching the practice of Account-Based Marketing for nearly seven years, Demand Metric and MRP have compiled research into thousands of companies and their marketing teams. The following report shares insights from over 400 B2B marketers across five continents. This year’s report examines the relationship between maturity and revenue impact across ABMs’ four core strategy elements: People, Process, Technology, and Orchestration. Our hypothesis: High maturity responses to these strategy components will result in higher revenue impact.


For the second consecutive year, Demand Metric and PFL partnered to understand how nearly 600 marketers use multichannel marketing and the power of intentional, coordinated marketing efforts.

The Ultimate Guide to ABM

Read this Ultimate Guide to learn how ABM can help you acquire more new customers at target accounts and align sales & marketing around a common goal: revenue growth.

Use this account based marketing (ABM) framework to define the activities required to successfully create, plan and execute an ABM program.

ABM Program Budget Template

Use our ABM Program Budget Template to create an ABM program budget and track your spending.

ABM Team Roles Matrix Template

Use this template to clarify roles and responsibilities for each member of your account-based marketing (ABM) team.

Use our ABM Metrics Dashboard to define, track, and communicate your key ABM program metrics with your team.

ABM Platform Evaluation Matrix Template

Use our ABM Platform Evaluation Matrix to select the best account-based marketing (ABM) platform for your organization.

ABM Buying Committee Diagram Template

Use our ABM Buying Committee Diagram to build an organizational chart of the buying committee at one of your target accounts.

ABM Content Plan Worksheet Template

Use our ABM Content Plan Worksheet to identify the content assets that you will use for different personas.

ABM Account Product Mapping Template

This worksheet will help you conduct a white space analysis to identify new sales opportunities that you can sell into your existing target accounts. 

ABM Key Account Plan Canvas Template

Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.

ABM Account Tiers Worksheet

Use our ABM Account Tiers Worksheet to create tiers for the accounts that are included in your ABM program. 

ABM Campaign Planning Tool

Use our ABM Campaign Planning Tool to plan and execute successful ABM campaigns.

The State of the ABM Tech Stack Infographic

60% of respondents list marketing with personalized content as the strategy area most in need of a technology assist.

Measuring account engagement and developing a target account list rounded out the top three areas in need of a tech assist.


Demand Metric, in partnership with MRP, has completed a study about the current state of the funnel. The “funnel flow” survey measured how well leads flow through the sales and marketing funnel.

Funnel Flow Benchmarking Study

This video infographic provides statistics and best practices for marketing funnels.


Join 5 C-Level execs from around the world as we leverage learning from literally thousands of ABM programs to help define the next stage of Account-Based Marketing.


Join the "C" executives from: Engagio, Demandbase, Vendemore, Azalead, MRP and Freya News to learn the answers to key questions we all face.


During Q4 2017 Demand Metric connected The Account-Based Marketing Consortium and five C-Level executives in a live discussion. These experts from around the world applied their combined experience to explore what the next stage of ABM will look like.