TLDR:
Evergage touts its appearance in Gartner’s Guide to Account-Based Marketing Platforms. It can be said that ABM is the default B2B market strategy. For Gartner to have even included Evergage in its guide, it means that it met criteria established by Gartner, including account selection, lead management, engagement, as well as advertising and marketing mixes. As a 1:1 platform, Evergage has access to a variety of benefits in intent, orchestration, and account selection. It’s predicted that more than 70% of B2B marketers in mid-to-large businesses will embrace ABM.
Evergage is a cloud-based software that allows users to gather, mull-over the data collected, and respond to those insights customers in real-time. The company has recently announced that they’ve been included in a Gartner guide.
More specifically, Evergage is referring to the fact that they’re listed as a “Representative Vendor” in Gartner’s Market Guide for ABM Platforms. In the guide, Gartner spells out the criteria for an ABM platform, including:
- The ability to pull data from first- and third-party sources
- Data and AI-fueled account selection models
- Lead-to-account functionality
- Cross-channel measurement capabilities
Evergage’s CMO, Andy Zimmerman, remarked in a statement that since ABM has been so popular, it means that any organization that can personalize ABM efforts will be successful. Because Evergage can point out website visitors and enrich their profiles, when combined with analytics, marketers can stay relevant.
“Evergage provides a comprehensive personalization and customer data platform (CDP) that enables cross-channel personalization to key prospects and customers.” When this same CDP is leveraged for ABM efforts, marketers are able to direct their efforts to key accounts and get a better grasp of visitor intent.
In addition, marketers can also create “unified profiles at the account and individual levels,” step up e-mail personalization efforts, orchestrate buyer journeys more effectively, and increase productivity via triggers.
ABM is on the rise. Gartner predicts that a “total ABM platform revenue of $450 million (a year-over-year increase of 30%)” by the end of 2019, and “by the end of 2020, more than 70% of B2B marketers in midsize to large organizations will pilot or launch full-scale ABM programs to target and engage groups of buyers in selected accounts.”
Original article from MarTech Series on 23 December 2019.
