Last week, Forrester Research, Inc. published The Forrester Wave™: B2B Revenue Marketing Platforms, Q3 2024, which the research and advisory firm sees as an emerging category resulting from the convergence of marketing automation platforms (MAPs) and account-based marketing (ABM) platforms.
Never intending to compete in the long-established MAP and ABM categories, Intentsify is delighted—and even a bit surprised—to have been selected for inclusion in the report, which includes well-known tech enterprises such as Adobe, Oracle, Salesforce, Hubspot, and more.
Why Revenue Marketing Platforms?
As Forrester rightly highlights in the report (and other publications), B2B marketing organizations are realizing that neither lead- nor account-based approaches are the right orientation. Traditional lead-based approaches (the focus of MAPs) waste time and resources going after a broad, unprioritized list of accounts, while account-based approaches (ABM platforms) lack the necessary information about and access to buying groups at in-market accounts.
“The proliferation of data and the shift to buying groups have set these platforms on a collision course, each vying to become the core B2B engagement platform. This convergence has paved the way for a new category known as revenue marketing platforms.” -Forrester Research, Inc., “The Forrester Wave™: B2B Revenue Marketing Platforms,” Q3 2024.
Why Was Intentsify Selected?
Though initially surprised when Forrester reached out to us for inclusion, their reasoning was clear once we saw their explanation of the emerging category’s main capabilities—which align incredibly well with Intentsify’s current solutions and product vision.
According to Forrester, B2B Revenue Marketing Platforms must:
- Support and prioritize buying-group capabilities. [Click for info on Intentsify’s Buying-Group Contact Data]
- Offer data management, unification, and identity resolution capabilities. [Click for info on Intentsify Orbit, the industry’s most comprehensive and precise identity graph]
- Seamlessly orchestrate customer interactions across multiple channels. [New signal-based, cross-channel coming soon]
As the youngest vendor in the report (by far), we’re honored by what it says about Intentsify:
“Intentsify is a data-focused platform that helps B2B companies identify and engage with prospects demonstrating high purchase intent. The market presence of this relatively small but growing company is tied to its innovative AI applications and customized scoring models. Its strategic strength lies in unique fit modeling and intent data, with the ability to activate data through content syndication and digital advertising to deliver contact-level intent and identify known buyers.”
“Intentsify’s vision for a revenue marketing platform is bold and comprehensive.”
“Intentsify scored well in providing granular buyer insights, aggregating intent data from multiple sources and using advanced analytics to identify buying signals that enable synchronized, AI-driven programs.”
“Reference customers praise Intentsify’s strong intent data, robust customer service, and ability to drive leads and demand”
Perhaps most importantly, The Forrester Wave™: B2B Revenue Marketing Platforms, Q3 2024 strongly corroborates Intentsify’s POV on B2B marketers’ evolving needs. And knowing what our product roadmap entails, we can’t wait for the next report on this category.
“The market response to our integrated, signal-based marketing approach has been extraordinary. We're not just growing—we're redefining how B2B marketing is done. Our unique position at the intersection of intent data and AI-powered activation is driving our rapid expansion.” -Charlie Allieri, President, Intentsify
