B2B marketers have employed ABM for well over a decade, but the approach has gained momentum over the past few years and that growth is expected to continue.
Factors influencing this rise include shifts in buyer preferences and pre-purchase behavior, as well as the development of more sophisticated technology such as AI and data products that enable marketers to analyze behavior, identify in-market audiences, and craft experiences for a buying group or its members.
MarTech's latest publication of the "Enterprise Account-Based Marketing Platforms: A Marketer's Guide" will assist you in learning about the latest trends in ABM tools, the various features of these tools, what to expect when implementing an ABM tool and profiles of 11 top ABM tools vendors.
