7 top questions to ask your Account-Based Marketing technology vendor

The ABM world has never been more exciting. Columnist Peter Isaacson walks through the key questions you should be asking when evaluating solutions in the space. Account-Based Marketing (ABM) technology is hot. Not Roman-candle hot, which tends to burn brightly and quickly. It’s more along the lines of hydrogen-fusion hot: It burns for a long time. When people ask me if ABM is just a passing fad that will never make it fully through the “hype cycle,” I just comment that B2B marketers are not going to wake up tomorrow saying “You know, maybe targeting our most important accounts isn’t such a good idea.” Just last month, independent research firm Forrester released their latest New Wave ABM Platform report, which offered a comprehensive look at all the significant ABM technology vendors in the space. And, while I haven’t always agreed with the findings in some Wave reports, I have to say that they really got this one right. This report is exciting for several reasons. First and foremost, it officially cements ABM as a full-fledged technology category. Second, it opens up a whole new world for B2B marketers looking to invest in ABM. Waves and Magic Quadrants validate the decisions of early adopters, and they also signal to later adopters that it’s safe to start onboarding the technology.