Trends Report

Vendor Landscape: Account-Based Marketing, Q4 2016

Point Solutions Proliferate Amid Claims Of Platform Leadership

October 18th, 2016
Steven Casey, VP, Research Director
Steven Casey VP, Research Director
Allison Snow, null
Allison Snow
Shanta Samlal-Fadelle, null
Shanta Samlal-Fadelle
With contributors:
Laura Ramos , Peter O'Neill , Matthew Camuso , Kara Hartig

Summary

New technologies are enabling account-based marketing (ABM) at scale, and business-to-business (B2B) marketers are increasingly deploying early ABM initiatives. But vendors' confusing claims hinder most marketers' attempts to understand if these emerging technologies can help them achieve their ABM goals better or more quickly. To help separate fact from fiction, this report examines the range of solutions that support an ABM strategy today and aligns the relevant offerings to the appropriate parts of Forrester's ABM framework.

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