Magic Quadrant for Account-Based Marketing Platforms
Vendors or products added in this year’s report may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
Vendors or products dropped from one year to the next may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
This research is Gartner's fifth ABM platform Magic Quadrant. It reflects the growth of this product category and growing momentum for ABM programs by marketing and sales leaders. This Magic Quadrant focuses exclusively on stand-alone ABM solutions and does not include vendors that offer ABM capabilities as part of a B2B marketing automation or CRM lead management platform. According to Gartner research, 66% of technology marketers in organizations with $100 million or more in annual revenue have allocated a marketing technology budget for ABM platforms.
A: We review and adjust our inclusion criteria for Magic Quadrants as markets change. As a result of these adjustments, the mix of vendors in any Magic Quadrant may change over time. A vendor's appearance in a Magic Quadrant one year and not the next does not necessarily indicate that we have changed our opinion of that vendor. It may be a reflection of a change in the market and, therefore, changed evaluation criteria, or of a change of focus by that vendor.