Published: 04 January 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 audience management, campaign orchestration, audience activation and measurement can use this research to find the right solution.
According to the 2021 Gartner Technology Marketing Benchmarks Survey, customer-centric use cases (renewal, upsell or cross-sell) being cited as a top use of account-based marketing (ABM) programs increased 16 percentage points between 2020 and 2021. This supports an increased focus on customer retention and expansion objectives.
ABM platforms provide audience management capabilities by ingesting and unifying first- and third-party data across sales force automation (SFA) platforms, B2B marketing automation platforms (MAPs) and data providers for intent data, firmographics and technographics. This capability enables marketers to build very precise target account and audience segments that match their ideal customer profile
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