TLDR:
Forrester recently released a report called The Forrester New Wave™: Account-Based Marketing (ABM) Platforms, Q1 2022, which pointed out the power players in the ABM game and identified their strengths. The report has four categories: Leaders, Strong Performers, Contenders, and Challengers. Overall, the report suggests that most of the ABM platforms available on the market are up to par to meet the needs of today’s marketers, and even the ones that need improvement have their strengths.
Forrester put together a report that called out ABM platforms of special significance called: The Forrester New Wave: Account-Based Marketing (ABM) Platforms, Q1 2022.
To earn placement in this report, every platform named had to meet three criteria:
“omnichannel engagement, [have] at least $10 million in revenue specific to their ABM system, and [incorporate] solutions capable of selecting, identifying, and evaluating target accounts, contacts, and buying groups.”
Four ABM platforms emerged and distinguished themselves as Leaders in their ways. For example, Terminus is known to charge ahead using a “data-first” approach, while Demandbase blazes the trail in all-in-one solutions.
In the Strong Performers category, three platforms were picked out. For instance, Triblio earned its spot as a strong performer because of its capacity to reach deals. RollWorks, on the other hand, is a “bang-for-your-buck” ABM provider—that is, marketers get many features at an affordable price point.
The Contenders category named two ABM platforms that were good but not perfect. Madison Logic is an example of this. What that platform lacks in self-service capabilities, it makes up for in “robust omnichannel capabilities for driving engagement, tools for identifying high-fit accounts, and a foundation of third-party and proprietary data that customers can leverage via integrations with various engagement partners.”
True Influence’s ABM platform was the only one to be placed in the Challenger category. It was praised for its “pricing strategy, intent solution, and complementary managed service for display and email content syndication campaigns.”
Original article from Solutions Review on 13 April 2022.
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