As someone who has spent years analyzing and covering the B2B marketing technology landscape – first as a buyer and user and now as a Forrester analyst — I’ve witnessed firsthand the challenges marketing organizations face with maintaining separate engagement platforms. Traditionally, we’ve relied heavily on Marketing Automation Platforms (MAP) for lead-centric strategies and Account-Based Marketing (ABM) platforms for account-based approaches. This dual-platform necessity has not only strained resources but also forced companies to compete for the same marketing budgets. But we’re now witnessing a pivotal shift—one that promises to redefine our approach to B2B marketing.
The Need for Convergence
The proliferation of data and the shift towards buying groups have set MAP and ABM platforms on a collision course. Both have been vying to become the core B2B engagement platform, but this fragmented approach needs to be more robust. This convergence has also paved the way for what we now call Revenue Marketing Platforms—an innovation that merges the best of both MAP and ABM into a single, comprehensive hub. This isn’t just about merging functionalities; it’s about achieving greater efficiency, better integrations, and enhanced data consolidation.
In The Forrester Wave™: B2B Revenue Marketing Platforms, Q3 2024, I evaluated 12 revenue marketing platform providers head-to-head across 23 criteria. These criteria encompass various capabilities, including data management, omni-channel orchestration, buying group support, integration flexibility, and full customer lifecycle support. By rigorously comparing these platforms, I aimed to identify strengths and weaknesses, providing a comprehensive overview to help organizations choose the best solution for their unique needs.
Key Features of Revenue Marketing Platforms
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- Data Management, Unification, and Identity Resolution
One of the most critical aspects of effective engagement today is understanding customer interactions across various touchpoints. Revenue Marketing Platforms excel by integrating and unifying first-, second-, and third-party data sources, giving frontline marketers a comprehensive view of buyers and customers at the contact, account, and buying group levels. This unified data approach isn’t just a nice-to-have; it’s essential. It equips marketers with the insights needed to build and segment target audiences, deliver personalized experiences, anticipate customer needs, and cultivate stronger relationships—all of which drive revenue growth.
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- Omni-Channel Orchestration
What excites me most about Revenue Marketing Platforms is their ability to orchestrate customer interactions seamlessly across multiple channels. Integrating and synchronizing communication across email, social media, chat, advertising, and offline channels is a game-changer. This holistic approach enables frontline marketers to deliver consistent, personalized messages to buying group members at the right time and place through their preferred methods. By leveraging omni-channel orchestration, marketers can create cohesive customer journeys, improve engagement rates, and foster deeper relationships.
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- Buying Group Capabilities
Understanding the collective decision-making process and the roles of individual buying group members is crucial. Revenue Marketing Platforms support and prioritize buying group capabilities by integrating features that identify, assemble, target, and measure these groups. This allows us to deliver targeted, relevant content to each member based on their influence and needs. This strategic approach ensures every interaction is meaningful and personalized, addressing the unique concerns of each stakeholder. The result? More informed decision-making, shorter sales cycles, stronger relationships, higher conversion rates and revenue growth.
The Future of Revenue Marketing Platforms
As these platforms continue to evolve and expand, it is imperative to assess their readiness to serve as a comprehensive, single solution capable of meeting the diverse needs of modern B2B marketing organizations. Adopting these platforms can significantly improve efficiency, data consolidation, and customer engagement. The ability to unify and leverage data across multiple channels and touchpoints, coupled with a deep understanding of buying group dynamics, positions these platforms as the cornerstone of modern B2B marketing strategies.
For an in-depth analysis and evaluation of the leading Revenue Marketing Platforms, I highly recommend reading The Forrester Wave™: B2B Revenue Marketing Platforms, Q3 2024 report. This comprehensive report offers valuable insights and detailed comparisons to help you make informed decisions about the best platforms to meet your organization’s needs. Forrester clients can also schedule a guidance session or inquiry with me to go deeper on this important topic for all B2B marketers.
