Gartner Magic Quadrant For Account-Based Marketing Platforms
Account-based marketing (ABM) is a marketing strategy that targets high-value accounts or customers with personalized campaigns to increase engagement and sales. In recent years, there has been a surge in the number of ABM platforms in the market, and it can be overwhelming for businesses to choose the right platform for their needs. That's where Gartner Magic Quadrant comes in. Gartner is a well-known research and advisory firm that evaluates technology companies and their products. In this article, we will discuss Gartner Magic Quadrant for Account-Based Marketing Platforms and its significance.
What is Gartner Magic Quadrant?
Gartner Magic Quadrant is a research methodology and visualization tool that provides a graphical representation of a market's direction, maturity, and participants. It is a two-dimensional matrix that evaluates technology companies based on their completeness of vision and ability to execute their vision. The matrix is divided into four quadrants: Leaders, Challengers, Visionaries, and Niche Players.
What is Account-Based Marketing Platform?
An Account-Based Marketing Platform is a software tool that enables businesses to identify, target, and engage high-value accounts or customers with personalized campaigns. It helps to increase sales and revenue by delivering the right message to the right person at the right time. ABM platform integrates with Customer Relationship Management (CRM) and Marketing Automation tools to provide a seamless experience to the customers.
Why is Gartner Magic Quadrant important for ABM Platforms?
Gartner Magic Quadrant is important for ABM Platforms because it provides a comprehensive evaluation of the ABM market and its participants. The quadrant helps businesses to understand which vendors are leading the market and which ones are trailing. It also helps to identify the strengths and weaknesses of the vendors and their products. The quadrant is updated every year, and it reflects the changes in the market and the vendors' performance.
What are the criteria for evaluation in Gartner Magic Quadrant for Account-Based Marketing Platforms?
Gartner Magic Quadrant for Account-Based Marketing Platforms evaluates vendors based on two primary criteria: Completeness of vision and Ability to execute the vision.
Completeness of vision includes:
- Market understanding
- Marketing strategy
- Sales strategy
- Product strategy
- Business model
- Innovation
- Geographic strategy
Ability to execute includes:
- Product or service
- Overall viability
- Sales execution
- Market responsiveness and track record
- Marketing execution
- Customer experience
Who are the leaders in Gartner Magic Quadrant for Account-Based Marketing Platforms?
According to Gartner Magic Quadrant for Account-Based Marketing Platforms 2021, the following vendors are recognized as leaders:
- 6sense
- Albacross
- Drift
- HubSpot
- RollWorks
- Terminus
These vendors have a strong ability to execute and completeness of vision, and they are expected to continue leading the market in the future.
Conclusion
Gartner Magic Quadrant for Account-Based Marketing Platforms is a valuable resource for businesses that are looking to implement ABM. It provides a comprehensive evaluation of the vendors and their products, and it helps to identify the leaders in the market. Businesses should consider the quadrant when choosing an ABM platform, but they should also evaluate their specific needs and requirements before making a decision.