Trends Report

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

June 16th, 2020

Summary

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.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.