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This report discusses the top 10 account-based marketing (ABM) specialists and explains how major customer engagement platform vendors can extend ABM to account-based engagement (ABE).


  • The market noise around ABM has reached a cacophony over the last two years and attracted up to a hundred vendors as a result. On closer examination the majority of these, although useful, do not address the entire ABM lifecycle from account selection through to sales and measurement.
  • Ovum has identified 10 vendors that add value across the ABM lifecycle. The role of the leading customer relationship management (CRM) vendors that are circling around this high-growth opportunity is also examined, as is how this market opportunity is likely to evolve into full-blown ABE in the coming years.

Features and Benefits

  • Helps those considering adopting an ABM strategy, such as chief revenue and chief marketing officers, evaluate their technology support options.
  • Provides guidance on more advanced ABE strategies.

Key questions answered

  • What is ABM and why is ABE more advanced?
  • Who are the top 10 ABM specialist vendors?
  • How do the top 10 vendors compare with each other?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for ABM specialist vendors
  • Recommendations for major CRM/CEP vendors

The ABM technology landscape is diverse, but ABM orchestration platforms have emerged

  • Definition and characteristics
  • Key capabilities
  • Business value and applications

The market landscape is led by those able to orchestrate activities across the full ABM lifecycle

  • Market origin and dynamics
  • ABM is gaining momentum in B2B enterprises
  • Future market development

Vendors on the Ovum Market Radar in ABM

  • On the radar: 6sense – enabling a complete view of the customer buying journey through AI
  • On the radar: Demandbase – web personalization, display advertising, and account engagement
  • On the radar: Engagio – focused on full-channel engagement of key accounts at scale
  • On the radar: Jabmo – ABM for industry
  • On the radar: Lattice Engines – AI-powered customer data platform for scaling B2B engagement
  • On the radar: Madison Logic – finding and engaging with the most influential individuals throughout the buyer journey
  • On the radar: Mintigo – B2B account-based intelligence platform for marketing and sales
  • On the radar: MRP – enterprise class predictive ABM platform
  • On the radar: Terminus – measurement-centric focus on digital advertising
  • On the radar: Triblio – unified messaging for personalized customer engagement

Four leading CRM/CEP vendors have the potential to lead the charge to ABE

  • On the radar: Adobe Experience Cloud
  • On the radar: Oracle Marketing Cloud's ABM Strategy
  • On the radar: Salesforce Einstein ABM
  • On the radar: SAP C/4HANA


  • On the Radar
  • Further reading
  • Author