The buzz around account-based marketing at MarTech

Account-based marketing (ABM) was one of the biggest topics at the MarTech conference. Nearly every exhibitor featured a reference to ABM, and many of the presenters touched on the trend as well. Across software categories like predictive analytics, sales & marketing intelligence, and ad serving & retargeting, ABM is impacting vendor positioning, marketing campaigns, and even product roadmaps. The Trust Radius research team checked in with some of the leading vendors to get a pulse on how ABM is shaping their product and business. Here are the major ABM trends that emerged. Vendors that provide contact and account data (sometimes called prospecting tools, data vendors, or sales intelligence solutions are positioning themselves as the foundation for alignment between marketing & sales teams.