However, the rules of B2B marketing are changing. According to Demand Gen Report's 2020 ABM Benchmark Survey, 98% of respondents are currently using or plan to use account-based marketing (ABM) strategies. Brands are embracing ABM strategies, which revolve around engaging the right buyers, not just generating thousands of unqualified leads. It brings together the right people in your organization to develop coordinated strategies for engaging, converting, and expanding target accounts.