Gartner Research

Critical Capabilities for Account-Based Marketing Platforms

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.

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Key Findings
  • 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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  • 6sense
  • Demandbase
  • Jabmo
  • Madison Logic
  • RollWorks
  • Terminus
  • Triblio
  • Audience Management
  • Intent Data
  • Orchestrate Display Advertising
  • Orchestrate Across Native Channels
  • Activate Non-native Channels
  • Embedded Sales Alerts
  • Integrations With Martech/Salestech
  • Account Measurement and Analytics
  • New Account Acquisition
  • Account Retention
  • Account Expansion

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Critical Capabilities: A deeper look into provider offerings

How does a Critical Capabilities report work?

As a companion to the Magic Quadrant™, a Critical Capabilities report scores competing products and services against a set of meaningful differentiators. It reveals which options are the best fit in various use cases to help you focus on the vendors best suited to your needs.

A Critical Capabilities report is more than just a diagram. You also get:

Sharper focus

Narrow down the product and service criteria most important to you.

Individualized use cases

Use interactive features to customize usage scenarios based on your organization’s unique needs.

Faster decision making

Use data to speed up provider selection and accelerate the procurement process.

A Gartner Critical Capabilities report is just one of our many offerings.

We provide actionable, objective insight to help organizations make smarter, faster technology decisions to stay ahead of disruption and accelerate growth.

Pick the right provider with confidence

We use a Critical Capabilities report, the Magic Quadrant and more to ensure you select the best-fit provider to avoid the costly repercussions of a poor decision.

Align deal structures and optimize spend

We benchmark pricing against the market so you avoid unnecessary charges.

Reduce complexity and risk

We analyze contract terms and conditions to protect you against future price increases and unanticipated costs.

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