Demandbase’s Acquisition Of Engagio Shakes Up The Account-Based Marketing Space And Solidifies Competition With Marketing Automation Platforms

Demandbase’s acquisition of Engagio is a significant event for most B2B organizations, so Forrester has analyzed its near- and long-term impacts to help B2B marketers make sense of it. Existing Demandbase and Engagio customers both get access to significantly more and complementary functionality. The competitive landscape for account-based marketing (ABM) platforms evolves — not explodes — as a longtime category leader fills gaps in its solution and an early pioneer leapfrogs closer to its original vision. B2B marketers considering their first ABM platform or up for renewal with another ABM platform should (re)consider the newly constituted Demandbase. B2B marketers already all-in on ABM should start thinking about if and how an ABM platform could become the center of gravity for their marketing technology (martech) stacks — and request an inquiry with Forrester.