Frost Radar™: Account-based Marketing Platforms, 2024

Frost Radar™: Account-based Marketing Platforms, 2024

A Benchmarking System to Spark Companies to Action - Innovation that Fuels New Deal Flow and Growth Pipelines

The Frost Radar™ on account-based marketing (ABM) platforms analyzes providers that offer technology platforms, tools, and services created to streamline and optimize the execution of ABM strategies. ABM is a strategic approach in which a business targets its marketing efforts on a specific set of high-value accounts through personalized engagement. Some functionalities of ABM platforms include account identification and management, content personalization, multichannel campaign management, engagement and measurement, and collaboration and integration.

This Radar offers a perspective on key industry trends as well as an assessment of 10 growth and innovation leaders. It plots the selected ABM providers based on 10 growth and innovation criteria, comprising qualitative and quantitative factors.

The vertical axis represents the Growth Index (GI). This index is a measure of a company's growth performance and track record, along with its ability to develop and execute a fully aligned growth strategy and vision, a robust growth pipeline system, and effective sales and marketing strategies. To measure growth performance and track record, Frost & Sullivan considers each company’s ABM-related revenues for the years 2020, 2021, 2022, and 2023.

The horizontal axis represents the Innovation Index (II). This index is a measure of a company's ability to develop offerings/features/services/solutions (with a clear understanding of disruptive megatrends) that are globally applicable, extensible, pertinent to multiple markets, and aligned with customers' changing needs.

The inclusion criteria for ABM providers comprise:
• Strong focus on ABM and business-to-business (B2B) industries
• Key functionalities such as account-based identification and prioritization, personalization capabilities, multi-channel campaign management, automation and workflow management, analytics and reporting, intent data and predictive analytics, lead scoring and grading, dynamic content creation, real-time engagement tracking and measurement, sales and marketing alignment features, account-based advertising, social media integration, lead nurturing capabilities, dynamic segmentation, and email campaign automation
• Cloud-based or software-as-a-service (SaaS) solutions
• Integration with complementary business tools, such as customer relationship management (CRM), marketing automation, and data analysis systems
• Continuous incorporation of features and functionalities, including artificial intelligence (AI) and machine learning (ML)
• Stand-alone ABM solutions that function independently, without strict dependencies on a specific CRM lead management platform
• Minimum revenue threshold of $10 million in CY 2023
• International presence, seen in at least two continents

Frost & Sullivan analyzes numerous companies in an industry. Those selected for further analysis based on their leadership or other distinctions are benchmarked across 10 Growth and Innovation criteria to generate their position on the Frost Radar™. The publication presents competitive profiles of each company on the Frost Radar™, considering their strengths and the opportunities that best fit those strengths.