Gartner Research

Critical Capabilities for Account-Based Marketing Platforms

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.

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Key Findings
  • 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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  • 6sense
  • Demandbase
  • Dun & Bradstreet
  • Jabmo
  • Madison Logic
  • RollWorks
  • Terminus
  • Triblio
  • ZoomInfo
  • Audience Management
  • Intent Data
  • Orchestrate Display Advertising
  • Orchestrate Across Channels
  • Sales Alerts and Insights
  • Account Measurement and Analytics
  • Integrations With Martech/Salestech
  • 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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