Marketing is both an art and a science. The data that companies gather – information about their current customer, past marketing initiatives, market trends, industry research, and more – are all used in smart, well-reasoned marketing campaigns. But there is also a creative, artistic element that’s important in the approach – that is, marketing is not a one-size-fits-all solution for any business. Finding what’s right for your business requires data and creativity both.
One approach that is gaining more popularity among B2B marketers is account-based marketing. According to Marketo, account-based marketing is a good strategy for many B2B businesses, “particularly those seeking to acquire specific high-value customers find that they are better served with an ABM strategy rather than taking a broad-reaching approach to their sales and marketing effort.”
What are the best account-based marketing tools for your business?
For those interested in account-based marketing, there are some excellent ABM technology tools that can help shape and support your efforts. Here are some of the best account-based marketing tools.
This account-based marketing software helps B2B marketers to create ABM campaigns that include customized messaging, content, and CTAs defined by account segments. These segments can be broken down by prospect vs. customer, product interest, content topic interest, or funnel stage. Triblio focus on quality, not quantity, leads and helps foster upsell, cross-sell, retention and other opportunities with existing customers.
Integrate is a technology-based marketing tool helps to combine and manage several lead generation platforms you might have into one, an easy-to-use target list. You can generate leads from digital advertising click-through, in-person conference events, online webinar training, social media, gated content, and other areas and the Integrate platform creates a quality lead list. It saves marketers time and offers a more consistent customer experience.
6Sense uses AI to help with ABM strategy. According to their site, their account-based orchestration tool “connects intent signals from every channel to help your revenue teams uncover, prioritize and engage with demand.” 6Sense gives marketers better insight into buyer behavior and helps teams better prioritize accounts with personalized actions.
Engagio is a true account-based marketing tool – it’s not a tool that can work for ABM strategy, but a tool built for it. There are no “general account” features; it strictly supports targeted account marketing. That makes it a robust, significant tool for those serious about their ABM strategy. It allows businesses to get visibility on what accounts are engaging and then select both which accounts to engage with and how. You can build and run multi-channel campaigns for the most account impact and also easily track engagement results.
5. Madison Logic
Madison Logic is a great tool that helps walk marketers through the account-based marketing process. It offers several simple-to-use features that can make a big impact. It helps marketers find the contacts at the target accounts and optimizes content to contacts based on buyer stages, all the help shorten the sales cycle and fill your pipeline.
Account-based marketing is a powerful marketing strategy that requires both science and art – good data, provided by account-based marketing tools, and personalization created based on that data. ABM has been shown to have some significant upfront legwork – targeting accounts, creating hyper-personalized content, and working with the right software to understand lead and action priority as well as engagement. But the ROI for account-based marketing has been high for many businesses, as focusing on better – not more – leads has led to greater conversions and more customers.
Using the right account-based marketing tool can significantly help your ABM efforts by providing you with the right insight both before and after running a campaign and prompt action from that insight. Take your marketing efforts to the next level – and the right audience – with the right ABM tool.