Account based marketing is about creating value and acquiring the clients of highest value.
How can we improve the effectiveness of Account based marketing? The answer lies in using software.Â
Let’s look at the different Account Based Marketing Software..!
Key Features of Effective Account Based Marketing Software:
An Account Based Marketing Software must have the following features:
- Account targeting and segmentation
- Data integration and enrichment
- Personalization at scale
- Orchestration and campaign management
- Account engagement tracking
- Intent data and predictive analytics
- Advertising and retargeting
- Sales and marketing alignment
- Measurement and ROI tracking
- Scalability and flexibility
Top 17 Account Based Marketing Software
1. Terminus
- Generating brand awareness requires sustained effort until your target accounts become acquainted with your company’s offerings.
- Terminus streamlines this endeavor by optimizing web engagement and intent data, establishing a prospecting pipeline with ideal leads, and fostering stronger relationships to minimize churn rate.
- This platform is beneficial throughout the marketing cycle, ensuring that your focus extends beyond merely implementing early-stage marketing tactics.
- Instead, it provides a comprehensive playbook to facilitate the application of effective marketing strategies across the entire customer journey.
2. Demandbase
- Designed specifically for B2B marketing, Demandbase features an intuitive interface.
- The platform includes solutions for engagement and conversion, enabling users to identify potential accounts, tailor their strategies, and explore innovative methods to secure deals.
3. Marketo Engage
- Adobe Marketo Engage is a prominent marketing automation platform that offers a comprehensive suite of tools essential for successful account-based marketing.
- These tools encompass targeting and list-building, personalized cross-channel engagement, account scoring, segmentation, revenue-based analytics, and more.
4. Bound
- Bound is a platform focused on website segmentation and targeting, allowing marketers to interpret a visitor’s digital behavior and deliver relevant content tailored to their position in the buying journey.
- By leveraging behavioral, demographic, and firmographic data, Bound crafts personalized web experiences for both anonymous and identified visitors, enhancing marketing effectiveness and significantly shortening the conversion path.
5. 6sense
- 6sense provides predictive insights regarding potential buyers, including what products they are interested in, their purchasing timeline, and their current stage in the buyer’s journey.
- This application aggregates all pertinent data into Salesforce, making it accessible for both sales and marketing teams.
6. Engagio
- Engagio offers a suite of products designed to support account-based marketing go-to-market strategies : Analytics, Engage ABM Automation, Dash Attribution, and Engagio Scout .
- The ABM Foundation integrated data from various sources, linked leads to accounts (L2A), and obtained insights regarding those accounts.
- Engage Analytics monitored engagement levels, assigned scores, prioritized accounts, and evaluated the effectiveness of ABM initiatives.
- Engage ABM Automation facilitated automated multi-channel responses based on account engagement or lack thereof.
- Dash Attribution identifies Regions Of Interest (ROI) for marketing initiatives and is available as a native application on Salesforce AppExchange.
- The Scout Chrome extension provided access to engagement details at both the account and individual levels, while also managing data.
7. Madison Logic
- Madison Logic is dedicated to accelerating the conversion process for some of the world’s fastest-growing companies.
- The organization assists in identifying and engaging key members of the purchasing committee throughout the customer journey.
- Its ML Platform serves as a global, multi-channel ABM media activation and measurement tool, empowering enterprise marketers to leverage exclusive proprietary data to identify accounts with the highest likelihood of transaction.
- Furthermore, it enhances engagement across various channels and shortens sales cycles, thereby positively impacting return on investment.
8. Hive9
- The standout feature of Hive9 is a marketing calendar, which enables marketers to develop a marketing strategy and monitor their strategic objectives.
- Hive9 has introduced a marketing attribution feature that allows marketers to track attribution effectively.
- It supports nine attribution models, all based on cookies and web potential options (with cookie access).
- For the purpose of this review, we concentrated solely on the measurement and attribution aspects of the platform.
9. EngageBay
- EngageBay provides cutting-edge marketing and sales tools tailored for small to medium-sized enterprises.
- It enhances email marketing capabilities, simplifies form creation, and enables lead scoring.
- Additionally, it allows for the automation of marketing campaigns.
10. Rollworks
- RollWorks assists organizations in generating sales pipelines, accelerating sales cycles, and enhancing revenue by linking account-based insights with comprehensive multi-channel advertising and outreach strategies.
- Utilizing real-time AI-driven insights, teams can pinpoint high-potential accounts, enhance brand visibility, and maintain a prominent presence throughout the buyer’s journey.
11. HubSpot ABM Software
- The Marketing Hub serves as a comprehensive marketing automation solution that consolidates customer insights through an intelligent CRM.
- It enables businesses to generate leads by drawing attention to their offerings and gathering contact information.
- Marketing automation facilitates engagement with leads and customers at optimal moments and locations.
12. Triblio
- Triblio is designed to assist organizations in engaging high-value accounts through a cohesive marketing strategy.
- It combines account-based advertising, website personalization, and sales activation to provide tailored experiences, thereby enhancing account engagement across various channels.
13. Clearbit
- Clearbit integrates with HubSpot to enhance lead generation and prospecting initiatives with actionable sales intelligence.
- Its Target Market Builder feature allows for the segmentation of ideal customers, optimizes the timing of engagement efforts, and bolsters B2B account-based marketing strategies.
14. BrightEdge
- BrightEdge is a leading enterprise SEO marketing firm that converts online content into measurable business outcomes, such as increased traffic, engagement, and revenue.
- The BrightEdge SEO platform is driven by an advanced AI and machine learning engine.
- Brightedge can provide real-time analysis of digital content engagement across all digital platforms.
15. True Influence
True Influence enables the precise identification of organizations and individuals exhibiting heightened intent on pertinent B2B subjects, allowing users to create targeted digital audiences across various industries.
16.Allego
- Allego’s Modern Revenue Enablement platform integrates sales, enablement, and marketing teams to create the optimal experience for B2B buyers within a unified, all-encompassing platform.
- Utilizing its patented technology, the GO platform empowers revenue teams to select the most relevant content, equips sales teams with the confidence to succeed, and facilitates timely and appropriate engagement with buyers, resulting in accelerated sales cycles and increased revenue.
17.LeanData
- LeanData equips B2B marketers with sophisticated workflows, lead scoring, and segmentation capabilities to enhance Account-Based Marketing (ABM) initiatives.
- It identifies high-potential leads and engages them through tailored campaigns across various channels.
- The ABM tool also provides campaign analytics, enabling data-driven decision-making and enhancing the overall effectiveness of ABM strategies.
Account Based Marketing Software is a game-changer for targeted marketing. See these Account Based Marketing examples to understand its real-world impact.
How to Choose the Right Account Based Marketing Software for Your Business?
ABM software helps businesses maximize the benefits of Account Based Marketing by streamlining targeting, engagement and conversions.
Choosing the right Account Based Marketing Software can feel like a big decision, but breaking it down into simple steps can help.
Here’s how to go about it:
1.Understand Your Needs
Are you looking to find new clients, manage relationships with existing ones, or track the success of your campaigns? Make a list of must-haves and nice-to-haves.
2.Check for Integration
Does the software work well with the tools you already use, like your CRM (e.g., Salesforce or HubSpot)? Integration saves time and avoids headaches.
3.Consider Ease of Use
Choose software that your team can easily learn and use. A fancy tool is useless if no one knows how to work with it.
4.Look at Targeting Features
Good ABM software should help you identify and target specific accounts (companies or clients). Look for features like account segmentation, personalized outreach, and data insights.
5.Assess Analytics and Reporting
Does it give you clear reports on what’s working and what’s not? Analytics are key to improving your strategy.
6.Think about Scalability
If your business grows, will the software grow with you? Make sure it can handle more accounts or campaigns as needed.
7.Check Reviews and Recommendations
See what others are saying about the software. User reviews, case studies, or asking peers in your industry can give you real-world insights.
8.Try before you Buy
Many ABM tools offer free trials or demos. Use these to see if the software feels right for your team.
9.Set a Budget
Consider costs and features to ensure you’re getting value for money.
10.Get Support
Check if the company offers good customer support. You’ll want help if you run into issues.
By focusing on these steps, you’ll find ABM software that fits your needs and helps you reach your marketing goals without overcomplicating things.
Conclusion
Choosing the right Account Based Marketing software for your ABM Campaign makes a difference.
The right ABM software will help bridge the gap between Account Based Marketing vs Lead Generation by combining personalized engagement with lead nurturing.
So, keep your goals, cost and growth in mind when purchasing a software.
