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For B2B Marketing Professionals

Vendor Landscape: Account-Based Marketing, Q4 2016

Point Solutions Proliferate Amid Claims Of Platform Leadership

October 18, 2016


  • By Steven Casey,
  • Allison Snow,
  • Shanta Samlal-Fadelle
  • with Peter O'Neill,
  • Laura Ramos,
  • Matthew Camuso,
  • Kara Hartig

Why Read This Report

New technologies are enabling account-based marketing (ABM) at scale, and business-to-business (B2B) marketers are increasingly deploying early ABM initiatives. But vendors' confusing claims hinder most marketers' attempts to understand if these emerging technologies can help them achieve their ABM goals better or more quickly. To help separate fact from fiction, this report examines the range of solutions that support an ABM strategy today and aligns the relevant offerings to the appropriate parts of Forrester's ABM framework.

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Table of Contents

  • ABM Vendors Are Creating A Gold Rush Frenzy
  • Diverse Technologies Enable Forrester's Four Steps To ABM Success
  • Recommendations

  • Don't Let Technology Choices Distract You From Your ABM Goals
  • Supplemental Material
  • Related Research Documents

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