Summary
B2B organizations must adapt to an evolving revenue marketing platform (RMP) market. Unifying marketing automation platforms (MAPs) and account-based marketing (ABM) platforms into a single, cohesive platform is becoming essential. ABM-oriented RMPs generally outperform MAP-based ones in robust data capabilities and sophisticated buying group engagement tools but often lack native email functionality — a strength of MAP-oriented platforms, which are integrating customer data platforms (CDPs). In this report, we provide insights and guidance on making RMPs the centerpiece of the marketing technology (martech) stack to improve customer engagement and drive revenue growth.
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