The Future of Enterprise-Class Account-Based Marketing

Today’s ABM platform is the Swiss-Army knife of marketing software: able to do almost anything, but nothing particularly well.

Today’s ABM platform is the Swiss-Army knife of marketing software: able to do almost anything, but nothing particularly well.

As enterprises rush to accelerate the delivery of effective account-based marketing programs, the platforms which support it have become a critical bottleneck.

Enterprise organizations have a sophisticated go-to-market approach, with specialized teams focused on products or geographies and subject matter experts who compose their ABM program development. This sophisticated go-to-market approach creates a paramount need for ABM to be actionable across all teams, driving the need for a multitenant, collaborative platform.

Beyond siloed capabilities, enterprise organizations require advanced control and real-time triggered connections among the identification of needs within a target account, activation of next best actions and the resulting delivery of high-value sales and marketing outcomes.