Demandbase, MRP and Jabmo are the leading ABM platform providers, according to research.
The Forrester New Wave: ABM Platforms report
evaluated the 14 most significant providers of ABM platforms. The analysis was conducted against 10 criteria: account selection; contact selection; insights; personalisation; programmatic advertising; engagement orchestration; performance assessment; product road map; product vision, and; market approach. The report aims to benchmark ABM providers and guide marketers to the provider that is right for them.
Demandbase was identified as the strongest competitor, receiving the top score in the ‘current offering’ category, and was also highly rated across all categories. The report said: “Demandbase leads the pack with robust complementary capabilities. The company covers most of the critical steps of the ABM process and has strong partnerships with leading marketing cloud vendors, a compelling vision of AI-powered ABM, and an aggressive and comprehensive road map.”
MRP followed close behind Demandbase but its score in contact selection indicated improvement was needed. Jabmo (formerly known as Azalead) was the third and final company to just make it into the leader segment of the report, scoring highly in half the categories and on par in the other.
On the other end of the spectrum, Madison Logic, 6sense, RollWorks, Radius and True Influence were considered to be challenger providers, requiring improvement in a number of areas.
Chris Golec, CEO of Demandbase said: “We’re honoured to be named a leader in ABM Platforms by Forrester. We were really the first technology company to focus on ABM solutions for our customers. This gave us a significant ‘first mover’ advantage in building out our ABM Platform and developing our account and buyer identification data.”
Forrester New Wave ABM platforms
- Lattice Engines
- ZenIQ (acquired by 6Sense in April 2018)
- Madison Logic
- True Influence