TLDR:
Demandbase held a virtual Account-Based Marketing (ABM) summit this year. Before the summit’s keynote, Demandbase’s CEO, Gabe Rogol, was questioned about ABM market and Demandbase’s new capabilities. He said that ABM is going to continue to grow in popularity, but marketing and sales alignment is still a struggle for many in carrying out an ABM strategy. Rogol also commented that marketers in the second stage of ABM out of three stages, which are defined by platforms, audiences, and data. About Demandbase’s platform, specifically, Rogol said that the new capabilities added by the platform are about controlling marketers’ data.
No ABM summit this year for Demandbase, but Barb Mosher Zinck of diginomica.com caught up with the CEO of Demandbase, Gabe Rogol, to ask a few questions about where he thinks the ABM market is going. In addition, she also asked about Demandbase’s new capabilities.
Rogol told her that ABM will continue to skyrocket in popularity. But even though ABM is gaining popularity, there’s much more that needs to be done, as data from ITSMA shows that many companies are experimenting and expanding with ABM at this point.
Getting buy-in from sales is a major sticking point in the implementation of ABM strategies, as the ITSMA numbers reported. Data from Terminus, Sigstr, and Discover.org shows that this is one of the top concerns, along with scaling ABM programs with the necessary expertise.
In the keynote for Demandbase, Rogol commented that there are three waves of ABM. Currently, companies are in the second wave (no standardized way to do ABM). The first wave focused on just getting the word out about ABM, while the third wave is when standardization is normalized.
Demandbase is preparing for the third wave of ABM by releasing a series of updates geared specifically for marketers to gain control of their data.
Demandbase spoke of their Data Stream solution first, saying that it “makes ABM account activity accessible to everyone in the organization. In the Demandbase platform, marketers create account-based audiences using things like website engagement, account intent, demographics, and CRM data.”
Demandbase also spoke of the two other ABM solutions—Self-Serve Targeting and Site Analytics. Self-Serve Targeting provides marketers a greater degree of control over campaigns while Site Analytics allows marketers to view their data from the perspective of ABM.
Original article from diginomica on 24 March 2020.
