Landscape Report

New Tech: Account-Based Marketing, Q1 2022

Forrester’s Landscape Overview Of 31 Providers

March 1st, 2022
Malachi Threadgill, null
Malachi Threadgill
With contributors:
Steven Casey , Emily Wen , Robin Whiting

Summary

Account-based marketing (ABM) has evolved into a strategy comprising a range of people, processes, and technologies. As a result, vendors that support ABM have proliferated, making it difficult for organizations to select technologies that fit their needs. This report examines vendors in five market segments: ABM platforms, data providers, customer data platforms (CDPs), personalization solutions, and sales engagement platforms (SEPs). Demand, ABM, and operations professionals should use this report to understand the capabilities of emerging vendors within major segments of the ABM ecosystem and to inform their technology strategies.

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