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Is ABM the new B2B marketing cloud? Martech faces off between platform and best-of-breed - Diginomica

Is ABM the new B2B marketing cloud? Martech faces off between platform and best-of-breed - Diginomica | The MarTech Alert | Scoop.it
Tim Kopp, CEO of ABM platform Terminus, said he's more convinced than ever that ABM is the new marketing platform of the future and that we need to stop thinking of this idea of a martech stack. "Integration is the new innovation," he said. All-in-one will trump best of breed.

From a web experience perspective, look at Acquia. It has pulled together all the pieces required to build the next generation web experience solution - the digital experience platform, at a time when everyone else is focusing on pieces of the puzzle. Todd Berkowitz, Practice Vice President, Gartner, states, "ABM programs have been shown to result in significant improvements in pipeline growth. If economic uncertainty continues, these programs should remain a core element of marketing strategy."

Kopp takes it further. He believes that we won't use the term ABM in a few years. Instead, ABM will become the new B2B marketing cloud with data as the hub. One thing B2B marketers are doing that is key to their success is creating a new data architecture that brings together all account-level data in one place. When brought together, the data from systems of engagement like email, advertising, chat, and all interactions can create a more informative data model.
CYDigital/marteq.ios insight:

Are we coming full circle on the all-in-one platform? With thousands and thousands of companies on the chiefmartec.com landscape, is enough enough?

 

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The 5 ABM Myths and Their Face-off with the Truth(s) - MarTech Series

The 5 ABM Myths and Their Face-off with the Truth(s) - MarTech Series | The MarTech Alert | Scoop.it
Myth #1: ABM is just for Demand Gen Marketers
Myth #2: ABM is just for the enterprise
Myth #3: ABM is just for your top 50 strategic accounts
Myth #4: ABM doesn’t scale
Myth #5: ABM is an evolution of B2B marketing practices
CYDigital/marteq.ios insight:

Myth: ABM is accomplished solely through software.

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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