{"id":385,"date":"2018-09-03T11:53:06","date_gmt":"2018-09-03T10:53:06","guid":{"rendered":"https:\/\/liminal.pt\/martech-magazine\/?p=385"},"modified":"2023-06-27T17:49:54","modified_gmt":"2023-06-27T16:49:54","slug":"plataformas-abm-marketing-melhores-alternativas","status":"publish","type":"post","link":"https:\/\/liminal.pt\/martech-magazine\/plataformas-abm-marketing-melhores-alternativas\/","title":{"rendered":"Plataformas ABM: As melhores alternativas para ABM Marketing"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">O estudo \u201cThe Forrester New Wave: ABM\u201d \u00e9 uma avalia\u00e7\u00e3o do mercado emergente de fornecedores de plataformas de <a href=\"https:\/\/liminal.pt\/account-based-marketing.html\" target=\"_blank\" rel=\"noopener\">Account-Based Marketing (ABM)<\/a>, do seu desempenho face a 10 crit\u00e9rios selecionados e da sua performance relativa. Este relat\u00f3rio \u00e9 um elemento \u00fatil para os <a href=\"https:\/\/liminal.pt\/martech-magazine\/licoes-do-grande-consumo-para-negocios-b2b\/\" target=\"_blank\" rel=\"noopener\">neg\u00f3cios B2B<\/a> selecionarem o parceiro tecnol\u00f3gico ideal, depois de listarem as suas necessidades. O ABM, enquanto <a href=\"https:\/\/liminal.pt\/martech-magazine\/marketing-technologies-transformacao-digital\/\" target=\"_blank\" rel=\"noopener\">estrat\u00e9gia e conjunto de tecnologias capacitadoras<\/a>, tem vindo a crescer, mas ainda tem um longo caminho a percorrer at\u00e9 atingir a plena maturidade.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Numa pesquisa recente acerca dos marketers de empresas B2B, a Forrester concluiu que mais de 1\/3 ainda n\u00e3o utiliza estes programas nem planeou adotar ainda em 2018. Contudo, os resultados positivos dos fornecedores t\u00eam contribu\u00eddo para acelerar a ado\u00e7\u00e3o e o desenvolvimento destas solu\u00e7\u00f5es.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O mercado de plataformas de ABM caracteriza-se por ter uma ampla variedade de solu\u00e7\u00f5es e abordagens, um consider\u00e1vel n\u00famero de participantes provenientes de mercados adjacentes e grande atividade de fus\u00f5es e aquisi\u00e7\u00f5es.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A Forrester acredita que as plataformas de ABM podem ser definidas em <strong>3 caracter\u00edsticas<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Suportam as v\u00e1rias etapas do programa de ABM;<\/li>\n\n\n\n<li>Oferecem fortes capacidades nativas;<\/li>\n\n\n\n<li>S\u00e3o utilizadas pelos marketers para complementar as suas plataformas de automa\u00e7\u00e3o de marketing.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Avalia\u00e7\u00e3o dos Sistemas de ABM<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">No relat\u00f3rio \u201cThe Forrester New Wave\u201d s\u00e3o avaliadas apenas tecnologias emergentes com base em 10 crit\u00e9rios e num briefing de 2 horas com cada fornecedor, o qual tem de ter uma:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>&#8211; Oferta atual<\/strong> \u2013 o crit\u00e9rio inclui a sele\u00e7\u00e3o de contas e contatos, insights, personaliza\u00e7\u00e3o, programmatic advertising, engagement e avalia\u00e7\u00e3o de performance;<br><strong>&#8211; Estrat\u00e9gia<\/strong> \u2013 o crit\u00e9rio inclui o roadmap e vis\u00e3o do produto, bem como a abordagem de mercado;<br><strong>&#8211; Presen\u00e7a no mercado<\/strong> \u2013 o crit\u00e9rio inclui a receita gerada.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">An\u00e1lise dos Fornecedores<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De entre as 14 tecnologias em estudo, vamos focar-nos na avalia\u00e7\u00e3o da Forrest em rela\u00e7\u00e3o a apenas 4, que consideramos as mais relevantes \u2013 Demandbase, Terminus, TechTarget e Madison Logic.<\/p>\n\n\n\n<div id=\"btnsx-shortcode\" class=\"postbox \">\n<div class=\"inside\">\n<p style=\"text-align: center;\">[btnsx id=&#8221;388&#8243;]<\/p>\n<\/div>\n<\/div>\n\n\n\n<div id=\"submitdiv\" class=\"postbox \">&nbsp;<\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"656\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/7.png?resize=512%2C656&#038;ssl=1\" alt=\"ABM, plataformas ABM, Account-Based Marketing\" class=\"wp-image-387\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/7.png?w=512&amp;ssl=1 512w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/7.png?resize=234%2C300&amp;ssl=1 234w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"532\" height=\"542\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/8.png?resize=532%2C542&#038;ssl=1\" alt=\"ABM, plataformas ABM, Account-Based Marketing\" class=\"wp-image-389\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/8.png?w=532&amp;ssl=1 532w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/8.png?resize=294%2C300&amp;ssl=1 294w\" sizes=\"auto, (max-width: 532px) 100vw, 532px\" \/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">As melhores tecnologias de ABM<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Demandbase<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Segundo a avalia\u00e7\u00e3o da Forrester, a Demandbase:<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>&#8211; Lidera o grupo pelas capacidades complementares robustas<\/strong>.<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Cobre a maior parte das etapas cr\u00edticas da estrat\u00e9gia de ABM, tem parcerias s\u00f3lidas com os principais fornecedores de marketing cloud, uma vis\u00e3o convincente de AI-powered ABM e um roadmap agressivo e abrangente;<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>&#8211; Ainda tem alguns gaps a corrigir, mesmo onde j\u00e1 existem commodity solutions.<\/strong><\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">A adi\u00e7\u00e3o de funcionalidades table-stakes, como lead-to-account matching ou hierarquias corporativas, fortaleceria a plataforma ABM e reduziria de certa forma a carga de integra\u00e7\u00e3o;<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">&#8211;&nbsp;<strong>\u00c9 o melhor fit para as empresas que procuram uma plataforma abrangente.<\/strong><\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Os clientes geralmente come\u00e7am com uma combina\u00e7\u00e3o de funcionalidades de sele\u00e7\u00e3o de contas, insights, personaliza\u00e7\u00e3o ou publicidade.<br>Os clientes reconheceram o impacto da tecnologia da Demandbase nos seus neg\u00f3cios, tanto na contribui\u00e7\u00e3o para o crescimento como na forma de repensar a sua estrat\u00e9gia.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">TechTarget<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Relativamente \u00e0 TechTarget, a Forrestre considera que:<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>&#8211; Oferece insights e engagement a partir de rich data sobre os compradores.<\/strong><\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Enquanto propriet\u00e1rio de uma network p\u00fablica, os insights da TechTarget baseiam-se nos dados de clientes relativos ao consumo de conte\u00fado, o qual \u00e9 produzido por esta e vinculado \u00e0s diferentes fases do processo de compra;<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>&#8211; Precisa de oferecer melhores insights e attribution mais din\u00e2micos e fortes.<\/strong><\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">O seu roadmap inclui planos para enviar alertas mais frequentes sobre contas e contactos e fazer reporting da contribui\u00e7\u00e3o das contas e oportunidades para a receita das empresas;<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>&#8211; \u00c9 a tecnologia ideal para os tech marketers cujos produtos e conte\u00fados est\u00e3o alinhados.<\/strong><\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">A sua network p\u00fablica \u00e9 composta por 140 websites de tecnologia B2B e 500000 p\u00e1ginas de conte\u00fado com altos resultados de pesquisa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os seus clientes mostraram-se confort\u00e1veis em expandir rela\u00e7\u00f5es com programas de ABM, tendo em conta o sucesso pr\u00e9vio dos seus servi\u00e7os de gera\u00e7\u00e3o de procura, contudo consideraram que o pre\u00e7o premium, relativamente \u00e0 sua oferta de publicidade.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"551\" height=\"281\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/10.png?resize=551%2C281&#038;ssl=1\" alt=\"ABM, plataformas ABM, Account-Based Marketing\" class=\"wp-image-390\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/10.png?w=551&amp;ssl=1 551w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/10.png?resize=300%2C153&amp;ssl=1 300w\" sizes=\"auto, (max-width: 551px) 100vw, 551px\" \/><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Terminus<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O estudo da Forrester concluiu que a Terminus:<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>&#8211; Oferece recursos robustos de self-service advertising e servi\u00e7os de consultoria.<\/strong><\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Concentrou a sua funcionalidade de ease-of-use e self-service na configura\u00e7\u00e3o e execu\u00e7\u00e3o inicial de an\u00fancios \u2013 definindo objetivos, or\u00e7amentos e crit\u00e9rios de criatividade \u2013 e ajuda assim os clientes a otimizar os seus resultados, com uma equipa de especialistas em opera\u00e7\u00f5es de an\u00fancios;<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">&#8211;&nbsp;<strong>Precisa de fortalecer os seus insights e capacidades de avalia\u00e7\u00e3o.<\/strong><\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">A Terminus planeia ajudar os seus clientes a equilibrar da melhor forma os seus gastos com publicidade e a respetiva contribui\u00e7\u00e3o para a receita, e a captar insights mais detalhados em contas e contactos qualificados. Para tal, pretende utilizar novos recursos no seu roadmap, tendo adquirido o fornecedor de gest\u00e3o de desempenho BrightFunnel;<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>&#8211; \u00c9 a melhor tecnologia para marketeers focados em publicidade, que precisam de ajuda para come\u00e7ar.<\/strong><\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">A programmatic advertising tem um papel importante nos programas de ABM, contudo muitas empresas B2B ainda n\u00e3o est\u00e3o familiarizadas com o que \u00e9 nem como funciona.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A Terminus foi elogiada pelos seus clientes no que diz respeito ao compromisso com o sucesso das empresas, mas tamb\u00e9m citaram uma falta de profundidade fora dos seus recursos de publicidade atuais.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"549\" height=\"271\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/11.png?resize=549%2C271&#038;ssl=1\" alt=\"ABM, plataformas ABM, Account-Based Marketing\" class=\"wp-image-391\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/11.png?w=549&amp;ssl=1 549w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/11.png?resize=300%2C148&amp;ssl=1 300w\" sizes=\"auto, (max-width: 549px) 100vw, 549px\" \/><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Madison Logic<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O relat\u00f3rio New Wave, considera que a Madison Logic:<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>&#8211; Oferece insights profundos para marketing e sales engagement.<\/strong><\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Os seus pontos fortes em Artificial Intelligence (AI), gest\u00e3o de dados e publicidade digital, permitem um engagement personalizado ao longo do ciclo de compra;<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>&#8211; Deveria combinar insights de contactos e melhorar as capacidades de avalia\u00e7\u00e3o.<\/strong><\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">O roadmap da empresa inclui um foco maior nos buying centers \u2013 tanto para segmenta\u00e7\u00e3o como para avalia\u00e7\u00e3o \u2013 e suporte para modelos de atribui\u00e7\u00e3o multitouch;<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>&#8211; \u00c9 a melhor tecnologia para marketers com um outbound engagement e foco global.<\/strong><\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">A empresa oferece tamb\u00e9m servi\u00e7os complementares de distribui\u00e7\u00e3o de conte\u00fados.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os clientes da Madison Logic citaram a sua cobertura global e as ofertas de servi\u00e7os de gest\u00e3o.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"554\" height=\"274\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/12.png?resize=554%2C274&#038;ssl=1\" alt=\"ABM, plataformas ABM, Account-Based Marketing\" class=\"wp-image-392\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/12.png?w=554&amp;ssl=1 554w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/12.png?resize=300%2C148&amp;ssl=1 300w\" sizes=\"auto, (max-width: 554px) 100vw, 554px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Assim, segundo a Forrester, as principais caracter\u00edsticas diferenciadoras no mercado s\u00e3o a amplitude de capacidades e a qualidade anal\u00edtica.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Antes de escolher o software, defina a Estrat\u00e9gia ABM<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ter em conta a estrat\u00e9gia do seu neg\u00f3cio antes de investir em tecnologias, \u00e9 uma pr\u00e1tica sempre recomendada, contudo quando se trata de solu\u00e7\u00f5es tecnol\u00f3gicas emergentes, como plataformas de ABM, onde as capacidades do produto variam amplamente, a import\u00e2ncia \u00e9 ainda maior.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/liminal.pt\/account-based-marketing.html\" target=\"_blank\" rel=\"noopener\">Apenas depois de ter definido a estrat\u00e9gia de ABM do seu neg\u00f3cio<\/a>, pode priorizar e avaliar as capacidades que cada fornecedor de software oferece.<br>Seguir uma estrat\u00e9gia de Account-Based Marketing \u00e9 um dos modos mais eficazes para angariar novos clientes em neg\u00f3cios B2B. No entanto, pode revestir-se de grande complexidade, sendo necess\u00e1rio <a href=\"https:\/\/liminal.pt\/diagnostico-gratuito\/\" target=\"_blank\" rel=\"noopener\">o apoio de especialistas e tecnologias para que a estrat\u00e9gia d\u00ea resultados.<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No eBook \u201c<a href=\"https:\/\/liminal.pt\/abm-segredo-sucesso-negocios-b2b\/\">ABM: O Segredo do Sucesso dos Neg\u00f3cios B2B<\/a>\u201d explicamos passo a passo como implementar esta estrat\u00e9gia numa PME e como aumentar as oportunidades e vendas B2B.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><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, 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>\n<div class=\"rtng-rating-total\" data-id=\"385\"><span class=\"rtng-text rtng-title\">Feedback<\/span><div class=\"rtng-star-rating rtng-no-js \" data-rating=\"70\">\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t\t<span class=\"dashicons 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data-rating=\"1\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"1\" \/>\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=\"2\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"2\" \/>\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=\"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 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<\/p>\n","protected":false},"author":2,"featured_media":395,"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":[],"class_list":["post-385","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-account-based-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Plataformas ABM: As melhores alternativas | Liminal<\/title>\n<meta name=\"description\" content=\"Descubra as melhores plataformas ABM para utilizar numa estrat\u00e9gia de Account-Based Marketing e aumente as vendas do seu 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