Divergent Paths, Converging Strategies:
ABM Realities and Opportunities in North America, the UK and Europe

ABM is evolving—and at pace. Different levels of ABM maturity across North America, the UK and Europe mean marketers across these regions face distinct challenges — yet they’re united over the data conundrum.

As part of a global research project, we surveyed more than 200 marketers and spoke with several senior ABM and marketing leads to explore the state of ABM:

Interesting: 41% of marketers in the UK and Europe run all 3 types of ABM, compared to only 16% in North America 

Rising: 44% of marketers across regions allocate more than half their budget to ABM

Shocking (not shocking): Nearly 70% of North America marketers are looking to AI to help with customer preferences, compared to only 34% in the UK and Europe

AI has everyone talking, for sure: adding to the data question. 

Dara Such, VP Customer Enablement and Data Strategy at TechTarget, says, “More ABM programs are using a power combo of account and contact-level intent data to achieve scale and stronger results. Scale is often associated with automation and AI but how you use those tools and with what data is so important.” 

We don’t believe in gating content, but we’d love to hear from you. Drop us a line to chat with one of our ABM specialists.  

Get in touch with Phoebe Jackson in the UK and Europe 

Say hi to Glenn Landauer in North America