Account-Based Marketing Tools: A Marketer’s Guide

Editor’s Note: The following is an excerpt from the MarTech Intelligence Report, “Account-Based Marketing Tool.” If you are considering licensing an iPaaS, this report will help you in the decision process. You can download the entire report by filling out the registration form at the bottom of this page.

What is Account-Based marketing (ABM)?

In this report, ABM is defined as a B2B strategy that aligns sales and marketing efforts to deliver personalized content and messaging to high-value accounts.

An ABM strategy recognizes that B2B purchase decisions are often made by a group of individuals within the company. ABM tools automate many of the data and workflow processes that enable this approach.

This report focuses primarily on ABM tools that manage account interactions, such as digital advertising, social media, websites, email, events (both live and online), in-person/phone-based sales outreach and direct mail. There are also numerous ABM tools that provide B2B data enrichment, predictive analytics and recommendations, and infrastructure and orchestration services. The 22 vendors profiled in this report are representative of the choices available; they are not a comprehensive list of ABM tool vendors.

Account-based marketing (ABM) has been used by B2B marketers for well over a decade. But rapid advances in the sophistication and accessibility of the data – and in technologies that enable ABM — are now fueling widespread adoption of this approach. According to the Information Technology Services Marketing Association (ITSMA), 73 percent of B2B marketers have already implemented or are planning to implement ABM in the next 12-24 months. ITSMA also found that more than three-quarters of B2B marketers say ABM is either ‘important’ or ‘very important’ to their marketing strategy; 44 percent say that aBM is now their top marketing priority.

What goes into a successful ABM strategy?

Best practices that have emerged focus on five core areas:

  • Data enrichment.
  • Account targeting.
  • Personalization and/or predictive recommendations.
  • Interaction management.
  • Performance measurement.

What are the benefits of automating ABM?

Automating ABM data, analytics, campaigns and workflow processes can provide numerous benefits, including the following:

  • Improved sales and marketing alignment.
  • Shortened sales cycles.
  • Increased marketing ROI.
  • Expanded account value and revenue.
  • Enhanced customer experiences.

ABM tool capabilities

A wide variety of ABM tools are available to automate and execute ABM strategies. These include tools that provide B2B data enrichment, AI-based predictive analytics and recommendations, interaction management (i.e., digital advertising, direct mail, websites, events and sales outreach), and ABM infrastructure and orchestration. Few ABM tools are positioned as full-service platforms. Instead, the majority of vendors profiled in this report offer one or more of the following capabilities to enable key elements of an ABM strategy:

  • Data enrichment;
  • Account targeting;
  • Personalization and/or predictive recommendations;
  • Interaction management;
  • ABM performance reporting; and
  • Third-party software integration.

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