Key Takeaways — The Forrester New Wave: ABM Platforms, Q2 2020

Technology advisory firm Forrester Research has released its latest Forrester New Wave for ABM Platforms, Q2 2020. This year’s report noted that the ABM platform market is maturing. With increasing consensus on solution-defining features, expanding native and integrated engagement channels, and a competitive push into MAP territory, we can see that ABM has evolved from a trend-setting idea to a mainstream strategy.

In their 10-criteria evaluation of ABM platforms, Forrester researchers Steven Casey, Caroline Robertson, Robert Perdoni, and Kara Hartig identified the 14 providers whom they consider to be unique and emerging technologies: 6sense, Demandbase, Dun & Bradstreet, Engagio, Jabmo, Kwanzoo, Leadspace, Madison Logic, Metadata, MRP, RollWorks, TechTarget, Terminus, Triblio — then researched, analyzed, and scored them.

The New Wave report details their findings and examines how each vendor meets (or falls short of) Forrester’s evaluation criteria and where vendors stand in relation to each other.

6sense, Terminus, Demandbase, MRP, and Jabmo Stand Out as Leaders

6sense offers a comprehensive solution that is matched by an aggressive vision, roadmap, and market approach. It offers strong capabilities in account selection, data management, engagement channels, and more. This vendor is a good fit for companies committed to making ABM the center of their marketing vision. Terminus offers robust engagement and analytics capabilities, and has added new advertising channels and site personalization functionality. This vendor is a good fit for companies who want to make a permanent shift to account-centric engagement.

Demandbase offers a unique approach to advertising with a custom-built DSP and premium inventory. It offers strong capabilities in advertising, personalization, sales insights, and more. This vendor is a good fit for companies building ABM programs to complement lead-centric efforts. MRP offers the most native and integrated engagement channels of any vendor in this year’s report. It offers strong managed services, account selection, and engagement channels, and is a good fit for large enterprises with varied solutions and marketing resource models.

Jabmo offers a comprehensive solution that includes native email for marketing and sales. It offers strong capabilities in account selection, engagement channels, and product vision. This vendor is a good fit for companies, particularly manufacturers, that want to go straight to an ABM platform that complements traditional account-centric sales motions.

Triblio, RollWorks, Engagio, and TechTarget are Strong Performers

Triblio offers a comprehensive ABM solution that offers deep sales insights and strengthened reporting. Its strengths lie in personalities, product roadmap, and product vision. This vendor is a good fit for companies shifting more resources and activities onto their ABM platform. RollWorks offers a comprehensive solution with native email for sales, strengthened reporting and attribution, and an aggressive roadmap to deliver omnichannel orchestration. Its strengths lie in advertising, performance assessment, and market approach. This vendor is a good fit for organizations that need an ad-centered solution that can grow with them.

Engagio’s solution offers strong orchestration and reporting capabilities, and takes a channel-agnostic approach to coordinating engagement. Its strengths lie in design and orchestration, as well as performance assessment. This vendor is a good fit for companies optimizing later-stage engagement and sales alignment. TechTarget offers unique opted-in contact data for account selection and prioritization. Its strengths lie primarily in account selection, and its insights and engagement options focus on the data readers provide to consume its content. This vendor is a good fit for technology providers whose markets match TechTarget’s properties.

Additionally, Forrester named Leadspace, Dun & Bradstreet, and Madison Logic as Contenders in this year’s report. Kwanzoo and Metadata were named Challengers.

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