For a few years, account-based marketing (ABM) has been the hottest topic in the B2B world. Companies are concentrating on acquiring specific high-value customers with highly targeted, personalized campaigns, basing the targeting and marketing message on particular attributes of an account.
Without technology, it's impossible to deliver this strategy at scale. Therefore, more and more companies are investing in this category of software.
Account-based marketing technology gives marketers the ability to build scalable, personalized marketing campaigns, measure their results against a set of key performance indicators, and prove revenue contribution.
The term account-based marketing was first introduced in the 90s; however, this method becomes useful only when supported by the right combination of tools and process. Hence, the method only recently took off thanks to the last years' upswing of account-based marketing software vendors.
The technology facilitates the alignment of sales and marketing departments and allows creating personalized buying journeys. Users can offer tailored paths for visitors to take when they come to their homepage, making them more likely to navigate through them.
To succeed with the account- based marketing strategy, you need to have an efficient inbound methodology. With a clearly defined target audience, marketing departments can better categorize and evaluate leads and move them further along the sales process. It also allows content marketers to create content that speaks to the specific pain points of the right target accounts.
10 Best Account-Based Marketing Tools
6sense's account-based orchestration platform helps revenue teams know everything they need to know about their buyers so they can easily do anything they need to do to generate more opportunities, increase deal size, get into opportunities sooner, compete and win more often.
ActiveDEMAND's marketing platform is specially designed for digital marketing agencies and small business marketers. ActiveDEMAND Call Tracking empowers marketers to manage multiple call tracking campaigns from one account.
One of the pioneers in the account-based marketing space. The platform offers several different modules for advertising, marketing, sales, and analytics. Every module is account- based which means, for example, that it delivers targeted advertising to the companies and job titles that matter most.
Marketo's Co-Founder, Jon Miller, launched Engagio a few years ago. The company brands itself as an orchestration platform for account-based sales and marketing. Engagio allows users to run multi-person, multi-channel sales and marketing plays against your target accounts.
Jabmo is an omni-channel account-based marketing platform designed for the unique requirements of global manufacturers. Jabmo drives revenue growth by serving personalized ads to both known and anonymous buyers in your target accounts. It integrates with CRM systems and marketing automation tools.
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Madison Logic's ActivateABMTM helps users convert their best accounts faster by finding and engaging with the most influential individuals throughout the buyer journey. It brings sales and marketing together with buyer insights and journey optimization to make every interaction a meaningful one.
Revegy is an account and opportunity planning platform that helps sales teams navigate the maze of changing relationships, competing interests, and corporate politics that always come with key accounts. Revegy can integrate with any CRM to drive customized account plans.
Terminus account-based platform is an end- to-end command center for targeting the right accounts with dynamic data, engaging them with unified multi-channel campaigns, activating sales by separating signal from noise, and reporting on the revenue outcomes that matter.
All account-based programs are built on data. That's where Tray. io's offering comes into play. Their platform syncs account- based marketing tool with target account data from almost any source. Users can easily automate complex processes and connect their entire cloud stack thanks to APIs.
Triblio's account-based marketing solution unifies inbound and outbound marketing with sales plays to drive revenue generation. The platform allows users to run targeted ads, web personalizations, and sales triggers to generate demand from their most important target accounts.
The technology that supports an account-based marketing strategy is hard to define. It includes different types of tools, from account-intelligence to account-based advertising and personalized content creation.
Moving forward, we expect to see clearer, holistic account-based marketing solutions as well as solutions specialized in very specific industries.