skip to main content
Close Icon

In order to deliver a personalized, responsive service and to improve the site, we remember and store information about how you use it. This is done using simple text files called cookies which sit on your computer. By continuing to use this site and access its features, you are consenting to our use of cookies. To find out more about the way Informa uses cookies please go to our Cookie Policy page.

Global Search Configuration


This report provides a comparative analysis of three approaches to growth in B2B markets.


  • ABM is a good starting point to forge more meaningful bonds to secure long-term growth.
  • CSM is like a proactive goal keeper and essential for any subscription business.
  • Omnichannel requires a fundamental reorientation of the entire enterprise to work.

Features and Benefits

  • Provides a careful analysis of ABM, CSM, and omnichannel customer engagement approaches for B2B enterprises.
  • Concludes that to generate growth through better customer engagement capabilities, B2B businesses should consider a fusion of the three approaches, starting with ABM and CSM and progressing toward omnichannel customer engagement.

Key questions answered

  • What are the relative merits of ABM, CSM, and omnichannel?
  • How do ABM, CSM, and omnichannel contribute to growth?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors

ABM is a good starting point to forge more meaningful bonds to secure long-term growth

  • What is ABM?
  • High-value purchases are made by decision-making units that involve a variety or people and roles
  • Four principles of ABM
  • Adoption of ABM differs to reflect resources available, ROI, and ability to scale
  • ABM is now scalable with the right platform support

CSM is like a proactive goal keeper and essential for any subscription business

  • What is customer success management?
  • Challenges of scale can be overcome with the use of CSM platform technologies
  • Any subscription-based business can benefit from CSM
  • ABM and CSM will succeed if they uncover the underlying perceptions that drive customers' selection

Omnichannel requires a fundamental reorientation of the enterprise

  • Omnichannel is not just for retailers
  • What is omnichannel?
  • Piecemeal approaches won't work

Develop a coherent customer strategy and roadmap before platform selection

  • Strategic decisions must be made at the top
  • Without a coherent customer strategy to drive digital transformation, B2B enterprises will fail to stay relevant
  • Digital strategy in B2B must be driven by the customer strategy
  • Build toward the customer-adaptive future and start with ABM
  • The CEO and leadership team must take the lead


  • Methodology
  • Further reading
  • Author

Recommended Articles


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

+44 (0) 207 551 9047 - Operational from 09.00 - 17.00 UK time

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 7770704398 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now