MRP Named Global ABM Leader 2021 by Independent Analyst Firm

Research in Action recognizes MRP as best solution for global enterprises who want machine-learning marketing programs and programmatic ABM 

MRP has long enjoyed widespread recognition among sales and marketing leaders for being the only enterprise-class predictive ABM platform. Top research firms have also consistently ranked MRP as the best solution for global enterprises. We are honored to add to this acknowledgement by being named a global ABM leader by independent analyst firm Research in Action.

Released this week, Research in Action’s Top Global ABM Vendors 2021 report highlights MRP as an enterprise leader for its size and global footprint. MRP earned high marks for strategic capabilities, thanks to its extensive history and experience in applying predictive analytics to deliver deeply personalized experiences and account-based strategies that drive measurable revenue impact.

MRP Leadership: Global & Enterprise-Grade

As one of the largest ABM vendors in size and revenue, MRP earned top scores for its enterprise-class predictive ABM platform that aligns marketing and sales teams for “always-on orchestration globally and across ALL channels.” 

MRP stands apart among the 5 named leaders in serving the most global customer base. According to the report, 40% of MRP’s clients are based outside of North America, compared to 20% – 30% for other vendors earning Market Leader designation. The report notes that MRP serves over 1,100 customers across 100+ countries and 20+ languages, and has more than 750 employees in 11 global offices dedicated to enterprise ABM success.

Deep Strategy Capabilities

The report notes that the COVID-19 pandemic has increased the strategic role of ABM as enterprise marketers accelerate digital transformation and business buyers increasingly expect communications to be relevant to their current business issues. However, marketers remain challenged by lack of deep account insight, ranking this absence as the #1 issue with ABM today.

With potential to become a new marketing backbone system, MRP was cited for its ability to “leverage its extensive history and experience applying predictive analytics to discover, score, and recommend target accounts, including important contacts, and then even create and deliver the appropriate engagement workflows through any medium.”

Companies can use MRP Prelytix to discover insights at the account level, then align marketing and sales in a coordinated effort to drive revenue growth, the report said.

“MRP is one of the largest ABM vendors (in company size and revenues) and one of the few vendors with a global footprint,” noted report author and analyst Peter O’Neill. “Consuming over 1.5 trillion data signals per month, [MRP Prelytix[ is well suited for enterprise organizations who believe in machine-driven marketing programs and programmatic ABM.”

Unique Survey-Based Methodology

Research in Action interviewed 1,500 marketing and business managers with budget responsibility in global enterprises. The top 15 ABM vendors were evaluated, and results were based on enterprise and SMB buyers’ survey results (62.5%) and analyst opinion (37.5%).

For more information and to download the report, click here.