Gartner Research

Critical Capabilities for Account-Based Marketing Platforms

Published: 12 November 2024

Summary

Account-based marketing platforms provide a foundation to run ABM programs at scale. Demand generation leaders partnering with sales on account-centric approaches to managing audiences, orchestrating campaigns, activating audiences and measuring engagement can use this research to compare solutions.

Included in Full Research

  • 6sense
  • Demandbase
  • Dun & Bradstreet
  • Expandi Group
  • N.Rich
  • RollWorks
  • Terminus
  • ZoomInfo
  • Audience Management
  • Intent Data
  • Display Advertising
  • Multichannel Journey Orchestration
  • Sales Alerts and Insights
  • Account Measurement and Analytics
  • Integrations With Martech/Salestech
  • New Account Acquisition
  • Account Retention
  • Account Expansion

Analysts:

Jenifer Silverstein,  Ray Pun,  Julian Poulter,  Chris Chandler,  Upasna Chandna

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Critical Capabilities: A deeper look into provider offerings

How does a Critical Capabilities report work?

As a companion to the Magic Quadrant™, a Critical Capabilities report scores competing products and services against a set of meaningful differentiators. It reveals which options are the best fit in various use cases to help you focus on the vendors best suited to your needs.

A Critical Capabilities report is more than just a diagram. You also get:
Sharper focus

Narrow down the product and service criteria most important to you.

Individualized use cases

Use interactive features to customize usage scenarios based on your organization’s unique needs.

Faster decision making

Use data to speed up provider selection and accelerate the procurement process.

A Gartner Critical Capabilities report is just one of our many offerings.

We provide actionable, objective insight to help organizations make smarter, faster technology decisions to stay ahead of disruption and accelerate growth.

Pick the right provider with confidence

We use a Critical Capabilities report, the Magic Quadrant and more to ensure you select the best-fit provider to avoid the costly repercussions of a poor decision.

Align deal structures and optimize spend

We benchmark pricing against the market so you avoid unnecessary charges.

Reduce complexity and risk

We analyze contract terms and conditions to protect you against future price increases and unanticipated costs.

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