Making the right martech choice to enable account-based marketing just got an awful lot easier with the launch of B2B Marketing’s first Martech Vendor Spotlight Report, which focused on the ABM category. This brand new report provides an exclusive overview of 26 key vendors which enables ABM activity, and rates them against four critical assessment criteria: market momentum, customer focus, price versus value and implementation success.
“The report reads like a who’s who of account-based marketing technology,” comments Joel Harrison, Editor-in-Chief, B2B Marketing, “and it aims to provide the key information that marketers need when selecting a partner to underpin the building or enhancement of their ABM programs. This is a critical decision, and one that marketers need to get right.”
The ABM MVS report was written by B2B Marketing’s lead analyst Peter O’Neill, who has over 20 years experience in evaluating the martech sector. “This report lists all those vendors who can help marketers to run an ABM strategy. That includes ABM software platforms and ABM data and analytics providers, as well as those sales enablement and marketing automation vendors that I know understand ABM needs very well.”
Vendor profiles were built on a combination of publicly available information, together with additional data that was requested from companies selected in order to build a more nuanced and detailed picture.
Robert Norum, the resident ABM Expert within B2B Marketing’s Propolis community, said “It was clear from the recent Global ABM Conference that ABM is going from strength to strength, with more and more organisations making it the focus of their go to market strategy. But that means ABMers have to continue to raise their game to ensure their campaigns achieve their potential. Martech is increasingly proving critical to achieve this, and there’s nowhere better to evaluate the vendors than in this report.”
View an on-demand version of the launch webinar for this report, with contributions from both Robert Norum and Peter O’Neill below.
This report is the first in a series focused on key martech categories, with further topics currently in production and due for launch in the first half of 2024. These include marketing operations solutions, customer data solutions and digital customer experience solutions.