The document summarizes a presentation by Steve Casey from Forrester Research on account-based marketing (ABM) platforms. It discusses the evolving ABM platform market, how Forrester scored vendors in its ABM platform new wave report, and lessons learned. Some key points include: - ABM is becoming a distinct category as more vendors compete in the space, customers buy solutions, and analysts cover the market. - The ABM platform market is still emerging, with many vendors and some consolidation through mergers and acquisitions. - ABM platforms support the ABM process through capabilities like account selection, contact selection, insights, advertising, and orchestration. - Forrester evaluated vendors based on these capabilities in

1. ACCOUNT-BASED MARKETING
FROM NICE IDEA TO MUST-HAVE
Guest Speaker: Steve Casey, Principal Analyst, Forrester Research
Host: Peter Isaacson, CMO, Demandbase

2. © 2018 DEMANDBASE｜SLIDE 2
TODAY’S PRESENTERS
PETER ISAACSON
CMO
Demandbase
STEVE CASEY
Principal Analyst
Forrester Research

3. AGENDA
§ The Evolving ABM Platform Market
§ How Forrester Scored the New Wave
§ Lessons Learned
§ Q&A

4. © 2018 DEMANDBASE｜SLIDE 4
WHY CREATE A CATEGORY
§ Categories create
context for buyers
§ Categories help buyers
navigate complexity
§ Categories help later
adopters feel safe
§ Buyers allocate budgets to
specific categories
§ Category creators own ~75%
of the total economic value

5. © 2018 DEMANDBASE｜SLIDE 5
WHEN DOES TECHNOLOGY BECOME A CATEGORY?
When analysts
cover it
When the media
writes about it
When vendors
compete over it
When customers
buy it
ACCOUNT-BASED
MARKETING
VENDORS
CUSTOMERSMEDIA
ANALYSTS

6. © 2018 FORRESTER. REPRODUCTION PROHIBITED.
The Evolving ABM Platform Market
Steven Casey, Principal Analyst
June 28, 2018

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Topics
› Coverage History
› Today’s ABM Platform Market
› What is an ABM Platform?
› How We Scored the ABM Platform New Wave
› Lessons Learned

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How did we get here?

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Forrester technology report process
New Wave:
ABM platforms
Tech Tide:
B2B marketing
New Tech:
ABM technology
Source: TechRadar™: B2B Marketing Technologies, Q3 2016 (Updated) Forrester report, Vendor Landscape: Account-Based Marketing, Q4 2016 Forrester report, and
The Forrester New Wave™: ABM Platforms, Q2 2018 Forrester report

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Today’s ABM platform market

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This is still an
emerging market.

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61% are beyond experimenting with ABM
7%
23%
31%
24%
11%
5%
1%
We have optimized ABM processes operating for 3 years or
longer that are fully aligned between marketing and sales.
We have had established ABM practices in place for more
than a year and can demonstrate results.
We have completed one or two ABM campaigns and are
refining our strategy based on those results.
We are experimenting with ABM against a limited set of
accounts.
We are planning for ABM and will execute in 2018.
We plan to pursue an ABM strategy, but the timeline is not
set.
We don't have any plans to pursue ABM currently
Which statement best describes your current experience level with ABM?
Base: 199 respondents. Source: Forrester’s Q1 2018 International B2B Marketing Benchmark Panel Online Survey

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35% are still experimenting or will start ABM in 2018
7%
23%
31%
24%
11%
5%
1%
We have optimized ABM processes operating for 3 years or
longer that are fully aligned between marketing and sales.
We have had established ABM practices in place for more
than a year and can demonstrate results.
We have completed one or two ABM campaigns and are
refining our strategy based on those results.
We are experimenting with ABM against a limited set of
accounts.
We are planning for ABM and will execute in 2018.
We plan to pursue an ABM strategy, but the timeline is not
set.
We don't have any plans to pursue ABM currently
Which statement best describes your current experience level with ABM?
Base: 199 respondents. Source: Forrester’s Q1 2018 International B2B Marketing Benchmark Panel Online Survey

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43% say ABM
delivers highest
ROI of all B2B
marketing
approaches
58% of ABM
adopters see
significant per
account revenue
increases
72% see
significant
increase in cross-
sell, upsell, and
enrichment
Source: Forrester’s Q1 2018 International B2B Marketing Benchmark Panel Online Survey
Vendors are delivering positive results

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Wide variety of solutions and approaches
MOST HAVE EXPANDED FROM AN AREA OF CORE COMPETENCE
Insights Engagement
Orchestration Services

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Numerous
vendors from
adjacent
markets
Source: Vendor Landscape: Account-Based Marketing, Q4 2016 Forrester report

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Lots of
mergers and
acquisitions
Source: Vendor Landscape: Account-Based Marketing, Q4 2016 Forrester report

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What is an ABM platform?

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Supports multiple steps in the ABM process
Source: Vendor Landscape: Account-Based Marketing, Q4 2016 Forrester report

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Offers strong
native
capabilities
Source: The Forrester New Wave™: ABM
Platforms, Q2 2018 Forrester report

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Complements
marketing
automation
Source: The Forrester Wave™: Lead-To-
Revenue Management Platform Vendors, Q4
2016 Forrester report

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How we scored the New Wave

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New Wave criteria
Account Selection
Contact Selection
Insights
Advertising
Personalization
Orchestration
Assessment
Source: Vendor Landscape: Account-Based Marketing, Q4 2016 Forrester report

24. 24© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Forrester New
Wave: ABM
Platforms, Q2
2018
Source: The Forrester New Wave™: ABM
Platforms, Q2 2018 Forrester report

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Lessons Learned

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It’s all about engagement.

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Account selection
should include fit
and intent.

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Buying centers are the new
“accounts.”

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The “hard
handoff”
is dead.

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Trust the machine.

31. FORRESTER.COM
Thank you
© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Steven Casey
scasey@forrester.com
@caseysteve
My Research
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32. Q&A