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B2B marketers are enjoying more measurable, substantial results from their account-based marketing (ABM) efforts in 2018. More than half now dedicate budget to ABM activities and have amassed practical experience targeting specific accounts. Despite progress, marketers still struggle with account selection, customer insight development, and relevant personalization. Most also face an overabundance of technology offerings touting sure-fire ABM results. It’s confusing, and the path to success is fraught with uncertainty and pitfalls.
It’s all because ABM is more than just marketing. From fostering tighter alignment between marketing and sales to engaging customers across their entire life cycle, it accelerates a firm’s transformation to customer obsession. Join Forrester VP and Principal Analyst Laura Ramos as she explores the four best practices that help marketers convert the promises of ABM into lifetime customer engagement.
Key takeaways:
Vendors mentioned: 6sense, Act-On, Bizible, Bombora, Clearbit, DataFox, Demandbase, Discover.org, Engagio, Evergage, Everstring, Folloze, Hubspot, InsideView, Integrate, Jabmo, Kickfire, Lattice Engines, LeanData, LeadGenius, Leadspace, LinkedIn (Sales Navigator), ListenLoop, Madison Logic, Marketo, MRP, Nudge, Oracle, Outreach.io, PFL, Radius, RainKing, Reachforce, RollWorks, Salesforce, SalesLoft, Seismic, Sendoso, TechTarget, Terminus, Triblio, True Influence, Uberflip, ZenIQ, and ZoomInfo.
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Read this report to understand how four practices help B2B marketers improve customer intimacy.
In Forrester's evaluation of the emerging market for account-based marketing (ABM) platforms, we identified the 14 most significant providers — 6sense, Demandbase, Engagio, Jabmo, Lattice Engines, Madison Logic, MRP, Radius, RollWorks, TechTarget, Terminu
Business-to-business (B2B) marketers are aggressively moving to implement account-based marketing (ABM) and drive successful engagement at the account level. But the hype still confuses many, and others feel overwhelmed by anticipated changes. To help, we
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