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Marketo Unveils ABM Solution, Partner Program

Marketo has partnered with 12 digital services and technology companies to release an Account-Based Marketing (ABM) solution.

The marketing automation software provider has combined several complementary solutions into one ABM platform to enable marketing and sales teams to collaborate in order to target and engage accounts, as well as measure the effectiveness of these campaigns.

"While marketing and sales teams have long been doing account targeting, the technology hasn't been available to reach and engage accounts — and the decision makers within them — in a coordinated, scalable way from one place," Marketo CMO Chandar Pattabhiram said in a release. "Built natively within the Marketo platform, Marketo ABM provides account teams with all of the necessary tools to discover, manage, engage and analyze the accounts with the most revenue potential, thus driving revenue from their most valuable accounts and delivering higher return on their sales and marketing investments."

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The ABM partner program consists of members from Marketo LaunchPoint, the company’s partner ecosystem. Initial members of the ABM partner program include AdRoll, Bluewolf, Digital Pi, Dun & Bradstreet, Elixiter, EverString, Fathom, InsideView, LeadMD, Owler, Perkuto and PFL.

This move comes more than a year after Marketo Co-Founder Jon Miller left his position as VP of Marketing at Marketo to launch an ABM platform, Engagio, citing ABM as “the next big idea in B2B marketing.”

ABM has indeed gained significant traction, according to Demand Gen Report’s 2016 ABM Benchmark Survey. The survey showed that close to half of B2B marketers have an ABM strategy in place, and 38% are planning to implement ABM within the next year and a half.

"Our customers have been demanding an account-based marketing solution that will allow them to more closely align with sales to target accounts, and the decision makers within them, in a more coordinated way," Robin Ritenour, SVP of Business Development at Marketo, said in a statement.