www.gartner.com Open in urlscan Pro
18.64.79.111  Public Scan

Form analysis
2 forms found in the DOM

<form id="email-form" class="email-form form-1 formStep validator">
  <div class="row">
    <div class="col-xs-12 col-md-6 col-sm-5 full-width-multi-column">
      <div class="form-heading">
        <h3 class="h3">Subscribe to the Latest Insight</h3>
      </div>
    </div>
    <div class="col-xs-12 col-md-6 col-sm-7 full-width-multi-column">
      <div class="email-field-wrapper">
        <div class="form-one full-width-multi-column email-container">
          <span class="field-container">
            <label for="email-address">Work Email</label>
            <input id="email-address" class="form-control step-one-form-control emailAddress" type="email" name="emailAddress" data-validator="email" inputmode="email" errormessage="Please enter a valid business email address." minlength="1"
              required="">
            <span class="icon gcom-icon-check-circle"></span>
          </span>
          <span class="field-container personType">
            <label for="poID">Person Type</label>
            <input id="poID" class="form-control poID" type="text" name="poID">
            <span class="icon gcom-icon-check-circle"></span>
          </span>
          <input type="hidden" name="profileComplete" value="false" class="profileComplete">
          <input type="hidden" name="optinStatus" value="false" class="optinStatus">
          <input type="hidden" name="firstName" value="" class="optedUserFirstName optedinfield">
          <input type="hidden" name="lastName" value="" class="optedUserLastName optedinfield">
        </div>
        <div class="form-one email-check">
          <button type="submit" class="btn btBtn btnNormalWidth button action-button conference-theme-bg-color conference-theme-bg-color-hover conference-theme-border-2px
                               btn-primary conference-theme-text-color step-one-action-button form-submit-button dont-disable" id="continue" errormessage="All fields are required.">
            <i class="gcom-icon-refresh icon-spinner" id="eloqua-final-submit-loading"></i> Continue </button>
        </div>
      </div>
      <div class="row privacy-policy">
        <div class="col-xs-12">
          <div class="privacy-container">
            <span class="privacy-text">
              <p> By clicking the "Continue" button, you are agreeing to the <a href="/en/about/policies/terms-of-use" target="_blank">
               Gartner Terms of Use
            </a> and <a href="/en/about/policies/privacy" target="_blank">
               Privacy Policy.
            </a>
              </p>
            </span>
          </div>
        </div>
      </div>
    </div>
  </div>
</form>

<form id="submit-form" data-index="2" class="submitForm validator hidden" data-form="otherEloqua" data-custom-type="SWG">
  <span class="field-container personType">
    <label for="poID">Person Type</label>
    <input id="poID" class="form-control poID" type="text" name="poID">
    <span class="icon gcom-icon-check-circle"></span>
  </span>
  <div class="submit-form row">
    <div class="col-md-4 col-xs-12 full-width-multi-column">
      <div class="form-heading">
        <h3 class="h3"></h3>
        <h4>Subscribe for the Latest Insight</h4>
      </div>
    </div>
    <div class="col-md-8 col-xs-12 full-width-multi-column">
      <div>
        <div class="aem-Grid aem-Grid--12 aem-Grid--default--12 ">
          <div class="globalsite cmp-globalsite-columncontrol aem-GridColumn aem-GridColumn--default--12">
            <!-- Allow flex columns to collapse on mobile and table (only used when center align option is selected) -->
            <section class="column-control grid-norm no-top-bottom ">
              <div class="row      xs-flex-direction-column sm-flex-direction-column">
                <div class="col-lg-6 col-md-6 col-sm-12 col-xs-12 ">
                  <div class="aem-Grid aem-Grid--12 aem-Grid--default--12 ">
                    <div class="globalsite cmp-globalsite-customformfield aem-GridColumn aem-GridColumn--default--12">
                      <span class="field-container">
                        <label for="d5b60821-a7a6-4548-844b-60b02703fbf3">Country</label>
                        <input class="form-control autocomplete-input" type="text" data-source="default-with-elq-countries" data-list-focus="false" autocomplete="none" errormessage="Please select a value." required="true"
                          data-validator="autocomplete" name="country" id="d5b60821-a7a6-4548-844b-60b02703fbf3">
                        <input type="hidden" class="form-control" name="country" autocomplete="off" value="">
                        <span class="icon gcom-icon-check-circle"></span>
                        <span class="caret"></span>
                        <ul class="dropdown-menu autocomplete-ul">
                          <li>
                            <a href="javascript:void(0)" data-value="UNITED STATES">UNITED STATES</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="UNITED KINGDOM">UNITED KINGDOM</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CANADA">CANADA</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="AUSTRALIA">AUSTRALIA</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="INDIA">INDIA</a>
                          </li>
                          <li class="field-disabled">
                            <span class="field-disabled" disabled="">------</span>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="AFGHANISTAN">Afghanistan</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ÅLAND ISLANDS">Åland Islands</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ALBANIA">Albania</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ALGERIA">Algeria</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="AMERICAN SAMOA">American Samoa</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ANDORRA">Andorra</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ANGOLA">Angola</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ANGUILLA">Anguilla</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ANTARCTICA">Antarctica</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ANTIGUA AND BARBUDA">Antigua and Barbuda</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ARGENTINA">Argentina</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ARMENIA">Armenia</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ARUBA">Aruba</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="AUSTRIA">Austria</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="AZERBAIJAN">Azerbaijan</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BAHAMAS">Bahamas</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BAHRAIN">Bahrain</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BANGLADESH">Bangladesh</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BARBADOS">Barbados</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BELARUS">Belarus</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BELGIUM">Belgium</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BELIZE">Belize</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BENIN">Benin</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BERMUDA">Bermuda</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BHUTAN">Bhutan</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BOLIVIA">Bolivia</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BONAIRE, SINT EUSTATIUS AND SABA">Bonaire, Sint Eustatius and Saba</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BOSNIA AND HERZEGOVINA">Bosnia and Herzegovina</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BOTSWANA">Botswana</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BOUVET ISLAND">Bouvet Island</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BRAZIL">Brazil</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BRITISH INDIAN OCEAN TERRITORY">British Indian Ocean Territory</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BRUNEI DARUSSALAM">Brunei Darussalam</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BULGARIA">Bulgaria</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BURKINA FASO">Burkina Faso</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="BURUNDI">Burundi</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CAMBODIA">Cambodia</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CAMEROON">Cameroon</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CAPE VERDE">Cape Verde</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CAYMAN ISLANDS">Cayman Islands</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CENTRAL AFRICAN REPUBLIC">Central African Republic</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CHAD">Chad</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CHILE">Chile</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CHINA">China</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CHRISTMAS ISLAND">Christmas Island</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="COCOS (KEELING) ISLANDS">Cocos (Keeling) Islands</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="COLOMBIA">Colombia</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="COMOROS">Comoros</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CONGO">Congo</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CONGO, THE DEMOCRATIC REPUBLIC OF THE">Congo, The Democratic Republic of the</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="COOK ISLANDS">Cook Islands</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="COSTA RICA">Costa Rica</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CÔTE D'IVOIRE">Côte D'Ivoire</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CROATIA">Croatia</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CUBA">Cuba</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CURAÇAO">Curaçao</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CURAÇAO">Curaçao</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CYPRUS">Cyprus</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="CZECH REPUBLIC">Czech Republic</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="DENMARK">Denmark</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="DJIBOUTI">Djibouti</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="DOMINICA">Dominica</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="DOMINICAN REPUBLIC">Dominican Republic</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ECUADOR">Ecuador</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="EGYPT">Egypt</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="EL SALVADOR">El Salvador</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="EQUATORIAL GUINEA">Equatorial Guinea</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ERITREA">Eritrea</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ESTONIA">Estonia</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ETHIOPIA">Ethiopia</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="FALKLAND ISLANDS (MALVINAS)">Falkland Islands (Malvinas)</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="FAROE ISLANDS">Faroe Islands</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="FIJI">Fiji</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="FINLAND">Finland</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="FRANCE">France</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="FRENCH GUIANA">French Guiana</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="FRENCH POLYNESIA">French Polynesia</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="FRENCH SOUTHERN TERRITORIES">French Southern Territories</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="GABON">Gabon</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="GAMBIA">Gambia</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="GEORGIA">Georgia</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="GERMANY">Germany</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="GHANA">Ghana</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="GIBRALTAR">Gibraltar</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="GREECE">Greece</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="GREENLAND">Greenland</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="GRENADA">Grenada</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="GUADELOUPE">Guadeloupe</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="GUAM">Guam</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="GUATEMALA">Guatemala</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="GUERNSEY">Guernsey</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="GUINEA">Guinea</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="GUINEA-BISSAU">Guinea-Bissau</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="GUYANA">Guyana</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="HAITI">Haiti</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="HEARD/MCDONALD ISLS.">Heard/McDonald Isls.</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="HONDURAS">Honduras</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="HONG KONG">Hong Kong</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="HUNGARY">Hungary</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ICELAND">Iceland</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="INDONESIA">Indonesia</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="IRAN, ISLAMIC REPUBLIC OF">Iran, Islamic Republic of</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="IRAQ">Iraq</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="IRELAND">Ireland</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ISLE OF MAN">Isle of Man</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ISRAEL">Israel</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="ITALY">Italy</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="JAMAICA">Jamaica</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="JAPAN">Japan</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="JERSEY">Jersey</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="JORDAN">Jordan</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="KAZAKHSTAN">Kazakhstan</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="KENYA">Kenya</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="KIRIBATI">Kiribati</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="KOREA, DEMOCRATIC PEOPLE'S REPUBLIC OF">Korea, Democratic People's Republic of</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="KOREA, REPUBLIC OF">Korea, Republic of</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="KUWAIT">Kuwait</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="KYRGYZSTAN">Kyrgyzstan</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="LAO PEOPLE'S DEMOCRATIC REPUBLIC">Lao People's Democratic Republic</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="LATVIA">Latvia</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="LEBANON">Lebanon</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="LESOTHO">Lesotho</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="LIBERIA">Liberia</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="LIBYA">Libya</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="LIECHTENSTEIN">Liechtenstein</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="LITHUANIA">Lithuania</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="LUXEMBOURG">Luxembourg</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="MACAO">Macao</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="MACEDONIA, THE FORMER YUGOSLAV REPUBLIC OF">Macedonia, The Former Yugoslav Republic of</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="MADAGASCAR">Madagascar</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="MALAWI">Malawi</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="MALAYSIA">Malaysia</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="MALDIVES">Maldives</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="MALI">Mali</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="MALTA">Malta</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="MARSHALL ISLANDS">Marshall Islands</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="MARTINIQUE">Martinique</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="MAURITANIA">Mauritania</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="MAURITIUS">Mauritius</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="MAYOTTE">Mayotte</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="MEXICO">Mexico</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="MICRONESIA, FEDERATED STATES OF">Micronesia, Federated States of</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="MOLDOVA, REPUBLIC OF">Moldova, Republic of</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="MONACO">Monaco</a>
                          </li>
                          <li>
                            <a href="javascript:void(0)" data-value="MONGOLIA">Mongolia</a>
                          </li>
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INSIGHTS / TECH AND SERVICE PROVIDERS / ARTICLE


TECHNOLOGY MARKETERS LOOK TO ACCOUNT-BASED MARKETING TO PRESERVE AND GROW THEIR
CUSTOMER BASE

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May 05, 2022

Contributor: Robert Snow

Account-based marketing (ABM) programs as increasingly seen as key to customer
strategies. Tech CEOs can ensure the requisite alignment of sales and marketing.



In short:

 * Tech marketers increasingly see account-based marketing (ABM) as a key
   strategy for improving customer outcomes, including renewals, upselling and
   cross-selling.
 * Sales and marketing alignment is becoming a bigger challenge in demonstrating
   success; however, sales engagement channels, including social, phone and
   email outreach, have expanded in use to support ABM programs.
 * Future ABM strategies will drive customer-centric use cases, feature more
   sales engagement channels, and leverage centers of excellence and
   personalization.

ABM has become one of the most discussed and implemented marketing approaches
among technology and service providers because of its ability to boost a host of
key metrics. A recent Gartner survey shows why and how technology marketers
leverage ABM for maximum effect.

Three-quarters of respondents to the 2021 Gartner Technology Marketing Benchmark
Survey said their organization had an ABM function primarily centralized within
marketing.

“In times of disruption, technology providers focus on safeguarding their
existing customer base,” says Christy Uher Ferguson, VP Analyst at Gartner. “And
88% of survey respondents cited a customer-centric use case (renewal, upsell or
cross-sell) in their top three ABM use cases.”

Download now: How to Balance Product Marketing Strategy and Execution


HOW TECH MARKETERS CAN INFLUENCE ABM SUCCESS

One of the most important differences between ABM and traditional demand
generation is around the roles of marketing and sales. In a demand generation
program governed by a traditional sales and marketing funnel, there is a clear
handoff between the two teams. That isn’t the case with ABM, as marketing stays
involved for much longer, and sales gets involved much earlier. 

The tech CEO plays a critical role in making sure the chief marketing executive
(CMO) and chief revenue (CRO) or sales (CSO) executive are equal partners in the
ABM initiative from day 1 and throughout the prospect’s buying journey.

In the 2021 benchmarking survey, a significant number of technology marketers
reported it was challenging to align with their sales departments. Close to a
third of technology marketers cited “gaining sales buy-in” as one of three top
challenges that hinder their ability to demonstrate success within their
organization, while 10% identified it as their number one challenge.



The tech CEO can bolster this alignment by ensuring, for example:

 * Agreement about how accounts are selected, account plans are created, roles
   and responsibilities are tied to data entry, engagement will occur across the
   buying/sales cycle and success is defined.
 * Ongoing coordination.

Tech CEOs can leverage their centralized leadership structure to ensure ABM
efficacy. Smaller organizations tend to have closer ties between sales and
marketing with this type of leadership. Familiarizing sales and marketing with
ABM practices while teams are still relatively small mitigates the scaled
challenges and costs of change management a larger organization may encounter.

Download now: The Top 3 Strategic Priorities for Tech CEOs


ABM SHIFTS TO ADDRESS KEY CHALLENGES FACED BY TECH MARKETERS

The number of marketing efforts used to support an ABM program has a clear
impact on overall performance. Gartner research has shown that technology
marketers continue to increase the number of engagement channels used with ABM
programs. One of the likely reasons is the stability of sales pipeline lift, and
Gartner expects to see ABM programs continue to improve, augmented by expanded
ABM expertise and more personalization across marketing channels.

Marketers are likely to deploy ABM specifically to address two challenges in
tech-product sales. 

NO. 1: EXPANSION OF CUSTOMER-CENTRIC USE CASES IN TECH

When asked their main reasons to deploy ABM, 41% of survey respondents cited an
existing customer use case as being most important, up sharply from 24% in 2020,
and 88% put a customer-centric use case within their top three reasons. 

The shift to balance ABM programs between customers and prospects aligns to tech
marketers' increased efforts to retain existing customers and expand share of
wallet in land-and-expand models.

As a result, Gartner expects to see customer-centric use cases increase,
particularly among nongrowth organizations (those with flat or declining
revenues over the last 12 months) whose customer retention rates are
significantly lower than those of growth organizations.

NO. 2: INCREASED USE OF TECH SALES ENGAGEMENT CHANNELS

As ABM programs continue to evolve, Gartner is seeing increased use of
sales-related channels. For example, survey respondents indicated significant
increases in social media outreach through sales development reps and phone
calls, as well as an increase in personalized emails.

Gartner expects to see customer success and marketing teams work together more
closely, much like sales and marketing teams have done in prospect-focused ABM
programs.


WHAT’S NEXT IN THE TECH ABM JOURNEY?

As the popularity of ABM grows, Gartner expects to see other innovations
including:

 * ABM centers of excellence (COEs) will likely provide best practices in
   digital marketing, personalization and program orchestration to support field
   marketing efforts. Additionally, COEs will help define governance policies
   across the business and audience data management processes.

 * Personalization of tech engagement channels. As ABM platforms continue to
   expand their functionality in sales attribution and predictive modeling, the
   focus will grow on personalizing content and calls-to-action in various
   engagement channels. This will require deeper situational awareness and
   understanding of the changing buyer landscape. For instance, new target roles
   may emerge that have not been included in the buying committee in the past.
   This will require technology marketers to build psychographic insights into
   their ABM programs to help ensure they reach these new roles.








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