Vision Report

The Emergence Of The B2B Marketing Revenue Platform

The Core B2B Marketing Engagement Platforms Are On A Collision Course

January 19th, 2023
With contributors:
Steven Casey , Amy Hawthorne , Jessie Johnson , Laurynn Bedard , Arianne Burnette

Summary

For nearly a decade, marketing automation platforms (MAPs) and account-based marketing (ABM) platforms have existed in relative symbiosis, providing complementary capabilities that enabled B2B marketing organizations to achieve their goals. Several factors, including the proliferation of data, the shift to buying groups, and capability innovation, combined with constrained budgets, have set these platforms on a collision course, each with the goal of becoming the core B2B engagement platform. This report highlights areas driving the convergence of these platforms and the capabilities that organizations looking to consolidate into a single primary revenue marketing platform should consider.

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