How ABM Advertising Accelerates B2B Growth
IDC, Thursday, November 13th, 2025
Account-based marketing (ABM) has moved far beyond its roots as a sales-aligned, high-touch strategy. Today, ABM is a dynamic, media-driven engine designed to engage entire buying groups across fragmented, digital-first journeys.
As buyers research anonymously, consult peers, and interact across multiple channels, traditional sales outreach and lower-funnel tactics struggle to keep pace. Advertising now sits at the heart of ABM's value proposition, enabling brands to reach decision-makers early-often before they self-identify or enter the funnel.