Two years ago, we at Kwanzoo had our clarifying moment when we introduced Adaptive ABM. We explained then how we were serving some of the world’s largest, most trusted enterprise B2B brands by: Adapting their current marketing & sales process, data, and programs to ABM.
- Protecting their existing technology investment.
- Adding best-in-class ABM capabilities in key functional “gap” areas.
- Helping them achieve global account scale and reach.
Earlier this week, the ABM space had its clarifying moment, when Demandbase acquired Engagio. As a B2B CMO or Growth Leader, you will be hearing a lot this year about “End-to-End” ABM or “All-in-One” ABM platforms.
Many of the “End-to-End” ABM vendors will share with you an ABM report from a leading analyst, who has framed the ABM space as a horse race between “End-to-End” ABM vendors. These vendors are competing to add functionality, racing to be the first to the top of the metaphorical ABM mountain as defined by this analyst, while burning through $10s of millions of venture capital investment.
As a B2B CMO or Growth Leader, in these interesting and challenging times, you face some key decisions of your own – perhaps you are experiencing your own clarifying moment!
Should you invest in an “End-to-End” ABM platform from a VC-backed ABM vendor, hungry for growth and charging constantly-expanding platform license fees? Are you prepared – as many of the “End-to-End” ABM platforms will want – to “rip-and-replace” your existing marketing, sales and advertising tech infrastructure to accommodate their broad piece of ABM technology, that’s often “a mile wide and inch deep?” Continue reading