Published: 06 December 2022
Account-based marketing platforms provide the foundation to run ABM programs at scale. Product marketers seeking to partner with sales on account-centric approaches to manage audiences, orchestrate campaigns, activate audiences and measure engagement can use this research to compare solutions.
According to the 2022 Gartner Technology Marketing Benchmarks Survey, 62% of respondents with over $100 million in revenue indicate that the primary use case for account-based marketing (ABM) centers on prospects, while 38% chose targeting existing customers as their top focus.
To support audience management, ABM platforms ingest and unify first- and third-party datafrom sales force automation (SFA) platforms, B2B marketing automation platforms (MAPs) and data providers for buyer intent, firmographics and technographics. This capability enables marketers to build very precise target account and audience segments that match their ideal customer profile (ICP) and key buyer personas.
Given the complexity
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Analysts:
Ray Pun, Christy Ferguson, Julian Poulter, Jenifer Silverstein
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