Account-Based Marketing Platforms

B2B marketers use account-based marketing to acquire new accounts, grow revenue from existing customers and collaborate with sales. This research helps demand generation leaders evaluate ABM platforms to enable better decision making, improve engagement across accounts and deliver measurable value.

Market Definition

Gartner defines account-based marketing (ABM) platforms as software that enables B2Bmarketing and sales teams to run ABM programs at scale, including account discovery and selection, planning, engagement and reporting. ABM platforms enable the creation of target account lists by unifying first- and third-party data. In addition, they may engage audiences by activating channels such as display advertising, social advertising, email and sales engagement using a mix of native capabilities and integrations.

ABM platforms help B2B marketers and sellers create a set of target accounts and engage buying team members with relevant outreach and content to help buyers explore and evaluate their solutions. To support this effort, ABM platforms offer capabilities to engage audiences by activating channels such as: Display advertising and retargeting, Social advertising, Email, Personalized webpages, Sales engagement.

Common use cases include:

New account acquisition: This scenario involves coordinating marketing and sales efforts to identify and pursue new accounts by leveraging account data and insights, such as firmographics, technographics, and buying intent or signals. It also entails creating effective, relevant account-based marketing programs designed to engage buying teams across channels to generate demand and revenue.

Account retention: This scenario focuses on harnessing existing customer data (e.g., purchase history, renewal status, product usage, customer health and intent) to identify accounts that require proactive marketing and sales outreach. Specifically, customer marketing campaigns are designed to increase account engagement by reinforcing value statements with the goal of customer retention.

Account expansion: This scenario focuses on harnessing existing customer data (e.g., purchase history, renewal status, product usage, customer health and intent) and predictive analytics to identify customer growth opportunities where marketing and sales can develop outreach campaigns across channels to upsell or cross-sell additional products and services.

Report 2025

Here is a summary of the vendors featured in the Gartner magic quadrant 2025 report.
For the full analysis and detailed insights, you can read the report here and view the magic quadrant graphic here.

Market Status	Market Vendor
Leader	6sense
Leader	Demandbase
Leader	ZoomInfo
Visionary	Madison Logic
Niche Player	N.Rich
Niche Player	NextRoll
Niche Player	Expandi Group
Challenger	Propensity

Report 2024

Here is a summary of the vendors featured in the Gartner magic quadrant 2024 report.
For the full analysis and detailed insights, you can read the report here and view the magic quadrant graphic here.

Market Status	Market Vendor
Leader	6sense
Leader	Demandbase
Leader	ZoomInfo
Visionary	RollWorks
Visionary	Dun & Bradstreet
Niche Player	N.Rich
Niche Player	Terminus
Niche Player	Expandi Group