2020 was a transformative year for marketing. With the loss of in person events, the decline of third party cookies, and sudden shifts in buyer behavior, account based marketing underwent a dramatic evolution. What began as uncertainty became a launchpad for innovation. Here’s what we learned.

The Shift to Digital First Everything

Tradeshows, networking events, and in person meetings vanished in an instant. To stay visible, marketers quickly turned to digital solutions webinars, virtual trade shows, and digital experiences.

Statista reported that around 70% of event marketers moved at least part of their strategy online. Website traffic surged, and B2B buyers increasingly turned to digital content for answers.

This shift made one thing clear: understanding online buyer behavior became essential. Marketers who embraced intent data and focused on account level engagement were best equipped to continue identifying in market buyers without relying on face to face events.

The Acceleration of Digital Advertising

With traditional lead generation tactics on pause, digital advertising surged. U.S. B2B ad spend reached $8.14 billion in 2020, a 22.6% year over year increase.

Even with expected moderation, ad budgets were projected to rise another 10.9% in 2021. But with the decline of third party cookies and users working remotely, traditional tracking became unreliable.

For marketers to maintain targeting precision, IP-based strategies emerged as a crucial path forward. By focusing on account level targeting, brands could reduce ad waste and maintain campaign performance even with dispersed buying committees.

Budget Resets and New Priorities

While some budgets tightened, others shifted. Surprisingly, 81% of companies reported that their marketing budgets either increased or stayed the same.

However, expectations rose. Marketers had to justify every dollar spent. Investments increasingly favored tools that could prove ROI, support agility, and power data driven campaigns.

Research from Duke University projected an 8.4% increase in digital marketing budgets for 2021. The message was clear digital isn’t just a temporary fix; it’s the future.

Preparing for What Comes Next

2020 forced a reset. What once worked became obsolete overnight. But for account-based marketers, it also validated strategies built on personalization, precision, and data.

Companies that had already adopted ABM doubled down, while others quickly followed. With in person channels uncertain, digital first marketing powered by intent data and account insights became the standard.

Looking ahead, success belongs to teams that embrace agility, adopt account level targeting, and remain committed to measuring what matters.