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Forrester - Vendor Landscape: Account-Based Marketing

December 1, 2016
Uploaded through Marketing Best Practice for IT Companies - Category: Marketing/Sales 0 1,004 views 0
New technologies are enabling account-based marketing (ABM) at scale, and business-tobusiness (B2B) marketers are increasingly deploying early ABM initiatives. But vendors’ confusing claims hinder most marketers’ attempts to understand if these emerging technologies can help them achieve their ABM goals better or more quickly. To help separate fact from fiction, this report examines the range of solutions that support an ABM strategy today and aligns the relevant offerings to the appropriate parts of Forrester’s ABM framework.