Back in May, we announced the Demandbase ABM Ecosystem and had fun showing off many of the cool integrations like Folloze, Drift and Sigstr that our technology partners have built to help customers extend their ABM stack. Today I want to talk about the other, equally important part of the Demandbase ABM Ecosystem – the family of agencies and service provider partners who help our clients adopt and get value from their ABM investments.
In many ways, these partners are the unsung heroes of the ABM story. We read a lot about the cool technologies that Demandbase and other SaaS companies are bringing to market, and we celebrate the gutsy and wise marketers who drive their companies to make the digital transformation to ABM, but we rarely hear about the service partners who bring these innovative solutions to life. In many cases, service providers and agencies are the glue that enables customers to enjoy the wild ABM successes that we all hear about.
I’ve identified a few key areas where service providers and agencies really excel by guiding ABM adoption and execution for clients:
In an earlier post, I discussed real-world examples that show how agencies can grow the ABM pie and deliver real value to clients.
Increasingly we’re seeing consulting firms called upon to do tech stack evaluations, typically with an eye to optimizing the growing SaaS commitments of the CMO. This is an interesting new area that illustrates the emergence of the end-to-end ABM Platform as a standard component of the modern martech stack. It also serves as a natural point of convergence between tech providers and service providers within the Demandbase ABM Ecosystem. And it shows why it’s so important for us all to foster the growth of this ecosystem – for both technology & service providers – to serve the core mission of helping our joint clients drive success from their ABM investments.