Before the pandemic hit, enterprises had started to embrace account based marketing (ABM) to enable sales and marketing success in a highly dynamic and challenging environment. Today, enterprise marketing leaders are navigating a new and drastically different landscape, tasked with forging new connections as companies and their products evolve on both ends of the sales cycle.
Over the past decade, the marketing automation industry has undergone massive transformation. Spending in the United States is forecast grow to 25 billion U.S. dollars in 2023 according to Forrester. As B2B buying cycles become increasingly more complex, marketing teams are feeling even more pressure to provide performance at scale across multiple channels and platforms. Originally focused on email, many of today’s marketing automation platforms (MAP’s) include functionalities that support content management, multi-channel orchestration and advanced analytics and data management capabilities.