Account-Based Marketing: A Constellation of Multivendor Offerings

Presented by

Keith Dawson

About this talk

Join 451 Research to learn how account-based marketing (ABM) is taking on new prominence in the marketing technology stack. In this webinar we’ll examine how ABM has developed into a key methodology for aligning marketing and sales teams in B2B environments. Critical to its evolution have been advances in data science and machine learning, which allow marketers to find and target leads more accurately and with better relevance. Vendors across the martech landscape are developing features that augment ABM practices; in this discussion we will talk about the practicalities of fitting ABM into existing marketing automation frameworks, and how vendors can differentiate their offerings and clarify the landscape for buyers.

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