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Inside our ABM 2020 Report: Investments and technology

Our survey continued by asking about the financial aspects of an ABM strategy and the technologies deployed, if any. 

ABM investment is up 

Spending on ABM has definitely increased this year. When asked what percentage of the marketing budget is allocated to ABM, almost half (49%) selected up to 25%, with a further 9% choosing the 26–35% segment. The statistical average of 33% is three percentage points up on the 2019 survey. The question on the marketing team’s time and effort returned a similar trend: the statistical average of 36% is four points up on the 2019 figure.