In this webinar, Forrester expert and guest speaker Steve Casey will share insights from his recent report on the ABM solution marketplace, data on the adoption of ABM as a practice and the results early adopters have realized, and analysis of the major trends having an impact on the future of ABM.

1. MAKING SENSE OF THE EVOLVING
ABM SOLUTIONS LANDSCAPE
STEVE CASEY, PRINCIPAL ANALYST | FORRESTER
PHIL HOLLRAH, VP PRODUCT MARKETING AND ANALYST RELATIONS | DEMANDBASE

2. © 2020 DEMANDBASE
MEET THE SPEAKERS
Phil Hollrah
VP Product Marketing and Analyst Relations
Demandbase
Steve Casey
Principal Analyst
Forrester

3. January 29, 2020
Steven Casey
Principal Analyst
Making Sense of the Evolving
ABM Solution Landscape

4. 2© 2020 Forrester. Reproduction Prohibited. 2
Topics
ABM technology research
State of ABM practice
ABM solution landscape
Key trends to watch
Optimizing your ABM investment

5. Forrester ABM Technology Research
Basis for our POV

6. 4
4© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Forrester ABM technology research
New WaveTech Radar Tech Landscape New WaveNew Tech
Q3 2016 Q4 2016 Q2 2018 Q1 2020 Q2 2020

7. State of ABM practice
Early days, but results are promising

8. 6
6© 2019 FORRESTER. REPRODUCTION PROHIBITED.
…of B2B marketers agree:
“The term ABM is used
inconsistently, thereby creating
confusion in the market.”
» Increased from 53% in 2018
71%
Base: 120 global B2B marketers; Source: Forrester’s Q2 2019 International B2B Marketing ABM Panel Online Survey
ABM is still maturing

9. 7
7© 2019 FORRESTER. REPRODUCTION PROHIBITED.
But adoption has passed the tipping point
0%
3%
5%
10%
15%
18%
22%
28%
We don't have any plans to pursue ABM currently.
We have tried ABM and decided to abandon it.
We have optimized ABM processes operating for 3 years or longer that are fully
aligned between marketing and sales.
We plan to pursue an ABM strategy, but the timeline is not set.
We are planning for ABM and will execute in 2019.
We are experimenting with using ABM against a limited set of accounts.
We have had established ABM practices in place for more than a year and can
demonstrate results.
We have completed some initial ABM efforts and are refining our strategy based
on those results.
Base: 120 respondents. Source: Forrester’s Q2 2019 International B2B Marketing ABM Panel Online Survey

10. 8
8© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Results continue to be positive
Base: 120 global B2B marketers; Source: Forrester’s Q2 2019 International B2B Marketing ABM Panel Online Survey
59%
“significant
increase in per-
account pipeline”
57%
“significant
increase in per-
account revenue”
37%
“highest ROI of
any marketing
approach”
69%
“significant
increase in cross-
sell, upsell”

11. 9
9© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Content, discipline, and insights are top 3 challenges
Base: 120 respondents. Source: Forrester’s Q2 2019 International B2B Marketing ABM Panel Online Survey
5%
10%
16%
18%
20%
21%
22%
25%
26%
26%
29%
30%
33%
No challenges at this time.
Measuring ABM results: impact of marketing spend or efficiency.
Measuring ABM results: impact on sales process or efficiency.
Agreeing with sales on the right strategy/approach for marketing to specific accounts.
Deciding when and were to apply ABM approaches across the buyer’s journey/customer lifecycle.
Measuring ABM: impact on pipeline and revenue.
Gathering insight into the key issues accounts face that our solutions can help solve.
Defining a strategy that has buy-in from sales and other stakeholders.
Getting target people/titles to engage with our content, messages, or outreach.
Documenting account plans using tools/methods that benefit both marketing and sales.
Gathering intelligence about the right people/titles to contact at each account.
Discipline: sticking with the program closely or long enough to determine its impact.
Developing personalized content for specific accounts.

12. 10
10© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Established ABM practices are getting integrated into everyday
marketing budgets and skill sets
2017: Base: 78 global B2B marketers; Source: Forrester's Q1 2017 International B2B Marketing Panel Online Survey
2018: Base: 199 global B2B marketers; Source: Forrester's Q1 2018 Global B2B Marketing Benchmark Panel Online Survey
2019: Base: 120 global B2B marketers; Source: Forrester’s Q2 2019 International B2B Marketing ABM Panel Online Survey
64%
36%
41%
61%
43%
55%
Experimenting Established
2017 2018 2019
21% reported decrease in
dedicated ABM budget dollars
7% reported decrease in
dedicated ABM headcount

13. 11
11© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Forrester Prediction:
Five years from now, the term “ABM” will
disappear from the marketing and sales vocabulary
as account-centricity becomes the de facto model
for B2B organizations to identify, manage, and
measure all buying and post-sale motions.

14. ABM Solution Landscape
Expansion, contraction, and consolidation

15. 13
13© 2019 FORRESTER. REPRODUCTION PROHIBITED.
ABM technology landscape is increasingly confusing…
Base: 120 global B2B marketers; Source: Forrester’s Q2 2019 International B2B Marketing ABE Panel Online Survey
“Which vendors/technology products do you
use to execute your ABM approach today?”
Respondents listed 96 vendors.
» This is almost triple the number
of vendors Forrester listed in the
following question about top
vendors….

16. 14
14© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Or, ABM is evolving into “good B2B marketing”
Base: 120 global B2B marketers; Source: Forrester’s Q2 2019 International B2B Marketing ABE Panel Online Survey
“Which vendors/technology products do you
use to execute your ABM approach today?”
Respondents listed 96 vendors.
» This is almost triple the number
of vendors Forrester listed in the
following question about top
vendors….

17. The “Platform Battle”
Vendor Landscape:
Account-Based Marketing, Q4 2016
“While there is an emerging category of
ABM design and management
solutions, many B2B marketers will
discover that they can leverage their
existing tools to get started in engaging
accounts. Most of the leading marketing
automation vendors have already begun
extending their solutions to support ABM
initiatives, and Forrester expects many
more to follow suit.”

18. The “Platform Battle” hasn’t happened
Vendor Landscape:
Account-Based Marketing, Q4 2016
“While there is an emerging category of
ABM design and management
solutions, many B2B marketers will
discover that they can leverage their
existing tools to get started in engaging
accounts. Most of the leading marketing
automation vendors have already begun
extending their solutions to support ABM
initiatives, and Forrester expects many
more to follow suit.”
Forrester New Wave:
ABM Platforms, Q2 2018

19. The “Platform Battle” hasn’t happened (yet)
Vendor Landscape:
Account-Based Marketing, Q4 2016
“While there is an emerging category of
ABM design and management
solutions, many B2B marketers will
discover that they can leverage their
existing tools to get started in engaging
accounts. Most of the leading marketing
automation vendors have already begun
extending their solutions to support ABM
initiatives, and Forrester expects many
more to follow suit.”
Forrester New Wave:
ABM Platforms, Q2 2018
“As of today, ABM platforms and
marketing automation platforms are still
complementary solutions. The two
groups of vendors may compete for
budget in some areas of overlapping
functionality — such as the orchestration
of marketing and sales motions. But
Forrester believes that they do not yet
compete on a full-solution basis.”

20. 18© 2020 Forrester. Reproduction Prohibited.
New Tech: ABM Solutions, Q1 2020
ABM Platforms Analytics Solutions Data Providers
Account selection by fit/lookalike
modeling H H M
Rank target accounts by propensity to
purchase H H M
Account selection and/or prioritization
with behavioral/intent data H H M
Discover and rank contacts within
target accounts H H M
Lead-to-account matching M H H
Account insights on corporate
parent/child relationships M H H
Provide insights and alerts to sellers H H H
Connect contacts into buying teams or
centers M H M
Identity resolution M H M
Personalization (website, content,
advertising, direct mail, email, other) M N N
Segmentation/audience building for
advertising, email, direct mail, other H M M
Orchestrate marketing and sales
motions across multiple channels H M N
Next-best-action decisions (e.g.,
channel, content, timing) M M N
Reporting to assess engagement by
buying team and/or account M H N
Attribution reporting M H N
Direct Mail Solutions
Personalization
Solutions
L N
L L
L L
N L
N L
N N
M M
N L
N M
M H
L L
L L
L M
L L
L L
• Segments
• Criteria
• Functionality

21. 19
“Investors and users are placing
a clear bet on the appeal of
platform solutions that address
multiple elements of the ABM
process and promise quicker
time-to-value than point-
solutions.”
Forrester New Tech:
Account-Based
Marketing Solutions, Q1
2020

22. Key Trends to Watch
Potential impact across the martech stack

23. 21
Data Management

24. 22
Artificial
Intelligence

25. Optimizing your ABM technology investment
How we advise Forrester clients

26. Start with strategy and goals

27. 25
25© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Match new technology needs to ABM process and existing stack
Data and analytics
Data and
analytics
Advertising,
personalization, email,
direct mail, social
ABM platforms,
MAPs, sales
engagement, CDPs
Measurement
toolsSource: Vendor Landscape: Account-Based Marketing, Q4 2016 Forrester report

28. 26
Thank You.
Steven Casey
Principal Analyst
B2B Marketing and Sales
617-613-5775
scasey@forrester.com
@caseysteve

29. Q&A STARTS NOW

30. THANK YOU