Demandbase, the leader in Account-Based Marketing (ABM), announced the results from a new report titled State of the ABM Tech Stack, which found that despite strong adoption and widespread awareness of ABM, most marketers believe that their ABM tech stacks are “immature.” Additionally, those companies rating themselves as immature adopters are also the companies that are struggling to find ABM technology to support their needs. The report findings, conducted in collaboration with research firm Demand Metric, shows that an ABM tech stack configuration can generate significant lift or drag for ABM programs, as companies that self identify as having an immature tech stack were almost four times more likely to indicate that their current technology doesn’t support their ABM needs.
To address these challenges, and help account-based marketers choose the right technologies for their stack, Demandbase has launched its ABM Stack Evaluator, a seven-question survey that generates a customized report of recommendations for matching the right ABM technologies to their ABM strategy.
