ABM Best Practice VS Malpractice

This isn’t a gripe about marketers. On the contrary. This is a gripe about the general state of what has been declared as ABM best practice.

Over the last year and a half, pretty much every marketing automation player has scratched their head and thought that they too should have a stake in this ABM game. After a litany of announcements, only one has passed muster as being a serious contender in this space, Oracle and their ability to augment Eloqua functionality with their recently announced CDP offering, Unity. This is probably out of reach for SMB to mid-tier B2B marketers but their announcement last week about integration with MRP Preltytix changes the game for any Eloqua customer. It’s freakishly strange how we can find only one such player in the email market that has a serious idea around ABM.

Confounding at best, how can ABM platforms ignore email? OK, a couple of them can deploy email outside of client core systems, but it’s by far the exception that any ABM platforms can both gather insight from a clients’ email platform and can, in turn, deliver account coordinated messages back through it.