{"id":1958,"date":"2019-09-20T15:12:50","date_gmt":"2019-09-20T14:12:50","guid":{"rendered":"https:\/\/liminal.pt\/martech-magazine\/?p=1958"},"modified":"2019-09-20T15:26:53","modified_gmt":"2019-09-20T14:26:53","slug":"melhores-tecnologias-de-account-based-marketing","status":"publish","type":"post","link":"https:\/\/liminal.pt\/martech-magazine\/melhores-tecnologias-de-account-based-marketing\/","title":{"rendered":"As melhores tecnologias de Account-Based Marketing"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Executar uma estrat\u00e9gia de <a href=\"https:\/\/liminal.pt\/martech-magazine\/abm-account-based-marketing-o-que-e\/\">Account-Based Marketing (ABM)<\/a> n\u00e3o \u00e9 uma tarefa f\u00e1cil. Escolher as tecnologias certas que v\u00e3o suportar essa estrat\u00e9gia, pode ser ainda mais confuso, uma vez que h\u00e1 v\u00e1rias op\u00e7\u00f5es dispon\u00edveis. No entanto, \u00e9 um dos passos mais importantes. Selecionar as ferramentas mais adequadas para integrarem uma estrat\u00e9gia de ABM permite:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Identificar as contas certas e os decisores dentro de cada uma;<\/li><li>Entregar mensagens personalizadas a essas pessoas;<\/li><li>Medir os principais KPI e fazer melhorias e ajustes em tempo real.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Descubra abaixo tr\u00eas ferramentas que ir\u00e3o ajudar a executar a estrat\u00e9gia de ABM da sua empresa e atingir os resultados que pretende.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3 ferramentas essenciais para a sua estrat\u00e9gia de Account-Based Marketing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De acordo com o estudo &#8220;The Forrester Wave&#8221;, h\u00e1 tr\u00eas softwares principais na categoria adequados para uma estrat\u00e9gia de ABM:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Demandbase;<\/li><li>MRP;<\/li><li>Jabmo.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Conhe\u00e7a os detalhes e principais features de cada um abaixo.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1 &#8211; Demandbase<\/h3>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/demandbase.jpg?resize=259%2C39&#038;ssl=1\" alt=\"Demandbase\" class=\"wp-image-1960\" width=\"259\" height=\"39\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/demandbase.jpg?resize=1024%2C152&amp;ssl=1 1024w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/demandbase.jpg?resize=300%2C44&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/demandbase.jpg?resize=768%2C114&amp;ssl=1 768w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/demandbase.jpg?resize=600%2C89&amp;ssl=1 600w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/demandbase.jpg?w=1680&amp;ssl=1 1680w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/demandbase.jpg?w=2520&amp;ssl=1 2520w\" sizes=\"auto, (max-width: 259px) 100vw, 259px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">O <a href=\"https:\/\/www.demandbase.com\/\">Demandbase<\/a> \u00e9 considerado o l\u00edder de mercado nesta categoria. No entanto, \u00e9 tamb\u00e9m um dos mais caros. Esta ferramenta revela-se essencial para organiza\u00e7\u00f5es que querem executar uma estrat\u00e9gia cujas contas-alvo s\u00e3o m\u00e9dias e grandes empresas.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Como funciona?<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">O ponto de partida foca-se num processo colaborativo de identifica\u00e7\u00e3o de contas-alvo, ou seja:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1 &#8211; O utilizador faz upload dos dados que definem o <a href=\"https:\/\/liminal.pt\/martech-magazine\/8-termos-account-based-marketing-que-precisa-conhecer\/\">ICP &#8211; Ideal Customer Profile<\/a>, ou faz upload de uma base de dados do CRM com contas-alvo;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2 &#8211; A plataforma cruza esses dados para encontrar empresas parecidas com a base dados carregada ou que cumpram os crit\u00e9rios de ICP.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"805\" src=\"https:\/\/i2.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/demandbase1.png?fit=1000%2C503&amp;ssl=1\" alt=\"\" class=\"wp-image-1961\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/demandbase1.png?w=1600&amp;ssl=1 1600w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/demandbase1.png?resize=300%2C151&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/demandbase1.png?resize=768%2C386&amp;ssl=1 768w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/demandbase1.png?resize=1024%2C515&amp;ssl=1 1024w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/demandbase1.png?resize=596%2C300&amp;ssl=1 596w\" sizes=\"auto, (max-width: 840px) 100vw, 840px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Este software n\u00e3o analisa apenas os dados demogr\u00e1ficos, firmogr\u00e1ficos ou psicogr\u00e1ficos, nem faz apenas o &#8220;match&#8221; com outras contas com perfis similares. A Demandbase tamb\u00e9m recolhe dados de browsing behaviour dos utilizadores no website da empresa e noutros, e consegue medir o grau de inten\u00e7\u00e3o de compra de cada um.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por exemplo, se v\u00e1rios utilizadores dentro da mesma empresa (e, por isso, identificados pelo mesmo IP) pesquisarem e lerem artigos sobre como reduzir a pegada ecol\u00f3gica da empresa, isso indica que h\u00e1 grande inten\u00e7\u00e3o de compra para produtos e servi\u00e7os dentro dessa tem\u00e1tica.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Esses dados s\u00e3o tamb\u00e9m usados nas fases seguintes da estrat\u00e9gia. Sempre que existe uma altera\u00e7\u00e3o de inten\u00e7\u00e3o de compra de alguma conta-alvo, a equipa comercial \u00e9 notificada.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2 &#8211; Jabmo<\/h3>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i1.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/jabmo.png?fit=1000%2C356&amp;ssl=1\" alt=\"\" class=\"wp-image-1963\" width=\"218\" height=\"78\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/jabmo.png?w=1443&amp;ssl=1 1443w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/jabmo.png?resize=300%2C107&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/jabmo.png?resize=768%2C274&amp;ssl=1 768w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/jabmo.png?resize=1024%2C365&amp;ssl=1 1024w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/jabmo.png?resize=600%2C214&amp;ssl=1 600w\" sizes=\"auto, (max-width: 218px) 100vw, 218px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">O <a href=\"https:\/\/jabmo.com\/\">Jabmo<\/a> \u00e9 outro software totalmente dedicado a resolver os principais desafios que podem surgir numa estrat\u00e9gia de ABM. Pretende apoiar todos os passos: desde a identifica\u00e7\u00e3o das melhores contas, ao fecho do neg\u00f3cio. A base de dados da plataforma \u00e9 essencialmente composta por empresas do setor industrial, pelo que \u00e9 mais indicado para estrat\u00e9gias de ABM que tenham este setor como alvo.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Como funciona?<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>1.<\/strong> <strong>Identifica\u00e7\u00e3o do comportamento online das contas-alvo.<\/strong> Tal como outros softwares de ABM, o Jabmo identifica a origem de cada visita atrav\u00e9s do IP. Quando o IP \u00e9 desconhecido, o software utiliza AI (Intelig\u00eancia Artificial) e outros fatores para perceber qual a origem mais prov\u00e1vel daquela visita.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2. An\u00fancios baseados no IP.<\/strong> A plataforma permite tamb\u00e9m mostrar an\u00fancios espec\u00edficos para cada IP, ou seja, para cada empresa. Numa estrat\u00e9gia de ABM, \u00e9 mais ben\u00e9fico investir em IP-based advertising do que numa campanha gen\u00e9rica.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>3. Mensagens personalizadas no website.<\/strong> Tamb\u00e9m atrav\u00e9s do IP, o Jabmo permite alterar o conte\u00fado do website consoante a empresa que o est\u00e1 a visitar.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"840\" height=\"165\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/jabmo1.png?resize=840%2C165&#038;ssl=1\" alt=\"\" class=\"wp-image-1964\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/jabmo1.png?w=894&amp;ssl=1 894w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/jabmo1.png?resize=300%2C59&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/jabmo1.png?resize=768%2C151&amp;ssl=1 768w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/jabmo1.png?resize=600%2C118&amp;ssl=1 600w\" sizes=\"auto, (max-width: 840px) 100vw, 840px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>4. Retargeting baseado no comportamento online.<\/strong> Esta funcionalidade tamb\u00e9m se aplica a utilizadores an\u00f3nimos. Assim que o Jambo identificar que uma visita an\u00f3nima pertence a uma empresa, esse utilizador tamb\u00e9m ser\u00e1 alvo de retargeting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>5. Anal\u00edtica integrada com o CRM. <\/strong>Toda a atividade monitorizada pela plataforma \u00e9 compilada num dashboard, que \u00e9 integr\u00e1vel com diversos CRM. Todos estes dados permitem que a equipa de vendas aceda a toda a informa\u00e7\u00e3o relevante sobre cada conta: desde os cliques em e-mails ou em an\u00fancios, \u00e0s p\u00e1ginas visitadas por cada utilizador.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>6. Integra\u00e7\u00f5es dispon\u00edveis.<\/strong> O Jabmo integra nativamente com plataformas como HubSpot, Salesforce, Eloqua ou Marketo.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2160\" height=\"1348\" src=\"https:\/\/i2.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/jabmo2.png?fit=1000%2C624&amp;ssl=1\" alt=\"\" class=\"wp-image-1966\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/jabmo2.png?w=2160&amp;ssl=1 2160w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/jabmo2.png?resize=300%2C187&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/jabmo2.png?resize=768%2C479&amp;ssl=1 768w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/jabmo2.png?resize=1024%2C639&amp;ssl=1 1024w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/jabmo2.png?resize=481%2C300&amp;ssl=1 481w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/jabmo2.png?w=1680&amp;ssl=1 1680w\" sizes=\"auto, (max-width: 840px) 100vw, 840px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">3 &#8211; MRP Prelytix<\/h3>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/mrp.png?resize=222%2C107&#038;ssl=1\" alt=\"MRP Prelytix\" class=\"wp-image-1967\" width=\"222\" height=\"107\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/mrp.png?w=424&amp;ssl=1 424w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/mrp.png?resize=300%2C144&amp;ssl=1 300w\" sizes=\"auto, (max-width: 222px) 100vw, 222px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">O <a href=\"https:\/\/www.mrpfd.com\/\">MRP Prelytix<\/a> assume-se como uma solu\u00e7\u00e3o de &#8220;account-based display advertising&#8221; e n\u00e3o como uma ferramenta completa de ABM. No entanto, apresenta todas as features para ser considerada uma tecnologia de apoio a uma estrat\u00e9gia de ABM, uma vez que permite:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Identificar a empresa de utilizadores an\u00f3nimos;<\/li><li>Agregar os dados ao n\u00edvel da conta, para identificar quais as melhores contas-alvo;<\/li><li>Fazer campanhas de IP-based advertising;<\/li><li>Fornecer dados relevantes sobre cada conta \u00e0 equipa de vendas.<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"728\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/mrp1.png?fit=1000%2C568&amp;ssl=1\" alt=\"MRP Prelytix\" class=\"wp-image-1968\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/mrp1.png?w=1280&amp;ssl=1 1280w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/mrp1.png?resize=300%2C171&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/mrp1.png?resize=768%2C437&amp;ssl=1 768w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/mrp1.png?resize=1024%2C582&amp;ssl=1 1024w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/mrp1.png?resize=527%2C300&amp;ssl=1 527w\" sizes=\"auto, (max-width: 840px) 100vw, 840px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Outras ferramentas de Account-Based Marketing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O universo de tecnologias de Account-Based Marketing \u00e9 muito vasto e h\u00e1 plataformas que tentam resolver desafios espec\u00edficos de uma estrat\u00e9gia de ABM. Conhe\u00e7a abaixo algumas das melhores alternativas do mercado.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Identificar e qualificar contas<\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.lattice-engines.com\/\">Lattice Engines<\/a>: O ponto-forte desta plataforma \u00e9 o sistema de scoring. Assim, torna-se mais f\u00e1cil perceber quais as contas com maior grau de interesse.<\/li><li><a href=\"https:\/\/6sense.com\/\">6sense<\/a>: Esta tecnologia ajuda a perceber o scoring de cada visitante an\u00f3nimo, baseado nas intera\u00e7\u00f5es (ex.: download de eBooks), e a identificar a empresa de cada um.<\/li><li><a href=\"https:\/\/www.leadspace.com\">Leadspace<\/a>: A Leadspace ajuda a manter o CRM atualizado, ao fornecer dados como quais os potenciais clientes que mudaram de empresa.<\/li><li><a href=\"https:\/\/clearbit.com\/\">Clearbit<\/a>: Esta plataforma \u00e9 uma data-enrichment tool, ou seja, fornece dados sobre cada empresa e contacto.<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Distribuir mensagens e an\u00fancios personalizados:<\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/terminus.com\/\">Terminus<\/a>: Embora se posicione como uma plataforma completa de ABM, o ponto-forte da Terminus \u00e9 a sua capacidade de account-based advertising, permitindo fazer campanhas apenas para departamentos espec\u00edficos dentro de cada conta.<\/li><li><a href=\"https:\/\/bombora.com\/\">Bombora<\/a>: Esta plataforma permite catalogar o conte\u00fado que cada conta consome. Depois, faz o scoring desses h\u00e1bitos, baseado em cada t\u00f3pico e na intensidade de consumo. O resultado deste scoring ajuda os marketeers a desenvolver conte\u00fados com mensagens relevantes.<\/li><li><a href=\"https:\/\/www.idomoo.com\/\">Idomoo<\/a>: A Idomoo permite personalizar v\u00eddeos, para que cada um contenha uma mensagem ajustada ao utilizador ou conta.<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Relat\u00f3rios e anal\u00edtica:<\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.engagio.com\/\">Engagio<\/a>: O ponto-chave do Engagio \u00e9 a sua plataforma user-friendly e as capacidades de anal\u00edtica &#8211; pode ser uma tecnologia muito \u00fatil para as empresas que se debatem com a necessidade de mostrar resultados detalhados da estrat\u00e9gia de ABM.<\/li><li><a href=\"https:\/\/www.bizible.com\">Bizible<\/a>: A Bizible permite fazer o tracking de todas as intera\u00e7\u00f5es ao longo da jornada de decis\u00e3o, permitindo perceber qual a influ\u00eancia que cada conte\u00fado e a\u00e7\u00e3o teve no objetivo final: fechar o neg\u00f3cio com a conta.<\/li><li><a href=\"https:\/\/fullcircleinsights.com\/\">Full Circle Insights<\/a>: Esta \u00e9 outra ferramenta que permite perceber qual a influ\u00eancia de cada campanha e a\u00e7\u00e3o de marketing nos resultados globais da empresa.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"> Account-Based Marketing: O Segredo do Sucesso dos Neg\u00f3cios B2B<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">No&nbsp;eBook \u201c<a href=\"https:\/\/liminal.pt\/abm-segredo-sucesso-negocios-b2b\/\">Account-Based Marketing: O Segredo do Sucesso dos Neg\u00f3cios B2B<\/a>\u201d, explicamos-lhe, com maior pormenor, o que \u00e9 o Account-Based Marketing e todos os passos que deve seguir para implementar uma estrat\u00e9gia ABM de sucesso, que ir\u00e1 fazer o seu neg\u00f3cio crescer e aumentar as vendas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fa\u00e7a download do eBook e descubra:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2714 O que \u00e9 o Account-Based Marketing;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2714 5 passos para implementar uma estrat\u00e9gia ABM numa PME;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2714 Como aumentar as vendas de uma empresa B2B.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><a href=\"https:\/\/liminal.pt\/abm-segredo-sucesso-negocios-b2b\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"646\" height=\"226\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/01\/account-based-marketing-sucesso-negocios-b2b.png?resize=646%2C226&#038;ssl=1\" alt=\"Account-Based Marketing, abm marketing, ABM, account marketing, neg\u00f3cios B2B, marketing b2b, abm marketing\" class=\"wp-image-878\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/01\/account-based-marketing-sucesso-negocios-b2b.png?w=646&amp;ssl=1 646w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/01\/account-based-marketing-sucesso-negocios-b2b.png?resize=300%2C105&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/01\/account-based-marketing-sucesso-negocios-b2b.png?resize=600%2C210&amp;ssl=1 600w\" sizes=\"auto, (max-width: 646px) 100vw, 646px\" \/><\/a><\/figure><\/div>\n<div class=\"rtng-rating-total\" data-id=\"1958\"><span class=\"rtng-text rtng-title\">Feedback<\/span><div class=\"rtng-star-rating rtng-no-js \" data-rating=\"0\"><div class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/div><div class=\"rtng-star\" data-rating=\"2\">\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/div><div class=\"rtng-star\" data-rating=\"3\">\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/div><div class=\"rtng-star\" 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class=\"rtng-star\" data-rating=\"3\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"3\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"4\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"4\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"5\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"5\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><\/div><noscript><input type=\"submit\" name=\"rtng_add_button\" class=\"rtng-add-button\" value=\"Rate\" \/><\/noscript>\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_type\" value=\"post\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_id\" value=\"0\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_post_id\" value=\"1958\"><input type=\"hidden\" id=\"rtng_nonce_button\" name=\"rtng_nonce_button\" value=\"b5f424d18a\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/martech-magazine\/wp-json\/wp\/v2\/posts\/1958\" \/><\/form>","protected":false},"excerpt":{"rendered":"<p>Executar uma estrat\u00e9gia de Account-Based Marketing (ABM) n\u00e3o \u00e9 uma tarefa f\u00e1cil. Escolher as tecnologias certas que v\u00e3o suportar essa estrat\u00e9gia, pode ser ainda mais confuso, uma vez que h\u00e1 &hellip; <\/p>\n","protected":false},"author":2,"featured_media":1973,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[66],"tags":[87,183,179,180,181],"class_list":["post-1958","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-account-based-marketing","tag-account-based-marketing","tag-clearbit","tag-demandbase","tag-jabmo","tag-mrp-prelytix"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - 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