Demandbase Launches ABM Leadership Alliance

April 21, 2016
Written by Carol Krol
Published in Industry Insights

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Demandbase announced they have launched the ABM Leadership Alliance, a group of ABM-focused technology and data vendors. The consortium consists of experts from companies including Bizible, Demandbase, Get Smart Content, LookBookHQ, Optimizely, Oracle Marketing Cloud and Radius.

The company stated that the alliance is designed to educate B2B marketers about developing and deploying ABM strategy, including how to create an effective technology stack to scale and automate ABM efforts.

While account-based marketing interest and adoption has continued to soar in the B2B marketing ecosystem, marketers continue to struggle with how to approach an ABM strategy, what technologies to deploy and how to roll out an ABM program.

In a conversation with Demand Gen Report last month, Laura Ramos, VP-Principal Analyst at Forrester Research, said those challenges are present among many marketers.

“What I’m seeing is [that] there’s an interesting dialogue around what really is ABM,” she said. “The argument points are, ‘Is it a replacement for marketing automation or is it an augmentation?’ The other argument point is, ‘When do you use ABM, and when do you use more conventional marketing automation or general digital marketing?’”

The newly formed group was established to answer just such questions. “We wanted to come together to shape the conversation,” said Peter Isaacson, CMO at Demandbase.