Magic Quadrant for Account-Based Marketing Platforms
Gartner defines account-based marketing (ABM) platforms as software that enables B2B marketing and sales teams to run ABM programs at scale, including account selection, planning, engagement and reporting. Platforms enable the creation of target account lists by unifying first- and third-party data. In addition, platforms may engage audiences by activating channels such as display advertising, social advertising, email and sales engagement, using a mix of native capabilities and integrations. ABM platforms help B2B marketers and sellers to create a set of target accounts and engage buying team members with relevant outreach and content to help buyers explore and evaluate their solutions.
No strategic planning assumptions provided.
Vendors must, among other requirements:
A: This Magic Quadrant evaluates nine vendors of account-based marketing (ABM) platforms. It analyzes their ability to execute and completeness of vision in helping B2B marketing and sales teams run ABM programs at scale, including account selection, planning, engagement and reporting. The research covers vendors offering stand-alone ABM platforms with capabilities including audience management, intent data, display advertising orchestration, multichannel orchestration, sales alerts and insights, account measurement and analytics, and integrations with marketing and sales technology.
A: This research should be used by B2B product marketers and marketing leaders responsible for leading ABM initiatives to evaluate ABM platform vendors. It is particularly relevant for those seeking to acquire new business, grow revenue from existing customers, and foster collaboration with sales. Marketers should use this Magic Quadrant in conjunction with the companion Critical Capabilities for Account-Based Marketing Platforms research, other publications related to ABM best practices, and Gartner's analyst inquiry service. Readers should study the evaluation criteria, assess vendors' strengths and cautions, and evaluate vendors in any quadrant that align with their specific requirements and goals.
A: At a minimum, ABM platforms must include: (1) Account-level intent data (proprietary and/or licensed) to understand buyer interest and behavior; (2) Campaign orchestration and activation across multiple channels to drive engagement and progression in the buyer's journey; (3) Account measurement and analytics to quantify lift and performance across channels, campaigns and programs. Additionally, platforms must provide native user experience for orchestrating and managing display advertising campaigns, and support at least five channels through native capability or integrations.
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A: Ability to Execute focuses on the vendor's current operational capabilities, product quality, market presence, and ability to deliver results. It emphasizes execution factors like product/service quality, financial viability, sales effectiveness, customer experience, and market responsiveness. Completeness of Vision evaluates the vendor's strategic direction and future potential. It assesses market understanding, product strategy, innovation, go-to-market approaches (marketing and sales strategies), business model soundness, and strategies for vertical industries and geographic expansion. Essentially, Ability to Execute measures 'what vendors are doing now,' while Completeness of Vision measures 'where vendors are going and how they plan to get there.'