Nov 2017 - IDC TechBrief - Doc # US43222117
IDC TechBrief: Account-Based Marketing
By:
Gerry Murray
Research Director, Marketing and Sales Technology
Abstract
This IDC TechBrief discusses account-based marketing.
"The goal for all marketers today is to deliver more value than competitors can as early in the relationship as possible," stated Gerry Murray, research director of IDC's Sales and Marketing technology research. "Business buyers expect even more personalized value from brands during their decision process than consumers do. It is imperative that B2B marketers go beyond targeting and messaging and product promotions. They have to leverage the collective learning of their customer base to deliver resources that bond prospects to the brand even before they buy."
Coverage
Subscriptions Covered
CIO and Technology Professionals Agenda , Customer Experience: Sales and Marketing Technology
Companies Covered
Marketo, Inc., EVERGAGE, INC., Oracle Corporation, Terminus Software, Inc., Salesboom.com Inc., Engagio, Inc., INFER, INC., Demandbase, Inc.
Regions Covered
Topics Covered
Analytic applications, Marketing automation, Marketing operations, Sales enablement, Sales operations, Technology buyer