PART TWO > THE HISTORY AND STATE OF ABM Currently implementing processes and technologies ABM is RECENT TRENDS OF ABM a proven strategy The year 2020 spurred an even that we are optimizing bigger rush to ABM. The 2019 Terminus State of ABM report found that 23% of respondents had no active ABM program. For the 2020 report, that Our number dropped to just 5.8%. An overwhelming majority — 94.2% sales and marketing of respondents- currently say they’ve got an ABM program. Of teams those with an active ABM program, 7.9% were in an experimental are fully integrated pilot phase and 43% rated their experience with ABM as “Early”. into our As a vendor of an account-based platform, this is anecdotally what account- based we saw as well. When COVID struck, we saw a flurry of inbound program activity coming from companies who decided it was finally time to We’re in an experimental get around to ABM. pilot phase Was 2020 the year that ABM went from a component of a marketing program to a commonplace revenue generation strategy? It seems like it. 8% 43% 36% 13% Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 13