EverString offers predictive demand generation and predictive lead scoring.
Account-Based Marketing (ABM) Software
Best Account-Based Marketing (ABM) Software
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Account-Based Marketing Software Overview
What is Account-Based Marketing?
Account-based Marketing (ABM) is a B2B marketing strategy that employs the same account-level focus used by some sales teams for targeted account selling. ABM uses personalized marketing and sales efforts on a focused set of strategic accounts.
In short, ABM inverts the standard demand generation process. Demand generation starts by creating the content and messaging, then distributing it among relevant channels. Instead, ABM starts with the “who”. Which accounts are most likely to become best-fit customers? Once marketers have identified target accounts, they create highly personalized content relevant to those accounts. They also select the right channels and strategies to reach the right personas within those accounts.
ABM focuses on quality over quantity and depth over breadth.
ABM aims to create a zero-waste marketing and sales system. The pipeline is filled with high-quality account leads. These are nurtured with personalized campaigns and lead to high-quality customer relationships. The ABM approach can also be used to identify upsell or cross-sell opportunities, as well as accounts that may be at risk.
Based on a 2013 survey, ITSMA reports that “ABM delivers the highest ROI of any B2B marketing strategy or tactic.” This is because time and resources are focused on accounts that are likely to drive revenue.
One common benefit to ABM is sales and marketing alignment. When both teams are focused on the account level, it’s easier to sync their messaging, qualification standards and reporting practices. ABM is said to help marketers create higher quality relationships with accounts before passing them to sales.
ABM can require a significant investment of time and resources, as well as executive buy-in. Marketers need to have high confidence that they’ve chosen the right accounts to target, and that they can create the right content to nurture those accounts.
What is Account-Based Marketing Software?
ABM is not yet a software category in the usual sense. But it is a strategy that has implications for marketing practices and technologies. Generally, vendors offering ABM software take an account-based approach to different marketing functions. As such, vendors talking about ABM do not always provide comparable solutions. Some tools in this category are in fact complementary.
With an ABM strategy, marketers may approach the following activities from an accounting perspective (rather than the traditional lead perspective):
identifying accounts and contacts
understanding audience segments
managing multi-channel engagement
aligning sales and marketing efforts
sales and marketing analytics
Systems impacted might include predictive analytics, big data/BI, email marketing, marketing automation, CMS, content marketing, ad serving & retargeting, and CRM.
Types of ABM Software
Solutions designed for ABM fall into several software categories. But they differ from other products in these categories in that they have features, infrastructures, and/or reports specific to the account level. The following categories can contribute to an ABM strategy:
These tools use big data and data science to provide demographic and intent data about accounts. This can be used to help prioritize accounts to target. They can also build models that surface priority accounts based on historical data.
Lead Management and Marketing Automation
These tools bridge the gap between the “lead” object and the “account” object. Some are a layer on top of traditional marketing automation systems. Others replace or integrate with traditional MA and CRM systems. These products may include the capability to build lists of target accounts and lists of contacts within accounts. They also nurture accounts on multiple channels, and report on the impact of ABM on the pipeline and sales revenue.
Content Personalization and Content Marketing
These tools support content personalization on an account level. For example, they can be used to determine the right content for target accounts, and distribute that content. They can also be used to analyze account-level content engagement, and optimize future content creation.
These tools allow B2B companies to display and segment advertisements at the account level, based on account-level engagement activity.
Pricing will vary greatly depending on which and how many components of an ABM strategy the tool touches. For example, pricing of Sales Intelligence tools, which support an ABM strategy, starts around $80/month per user and will go up for more sophisticated tools or use cases.
Predictive sales analytics tools and end-to-end ABM platforms run more in the realm of tens of thousands of dollars per year, up to $100k.
Account-Based Marketing (ABM) Products
Listings (1-25 of 39)
Groove is a software platform designed to facilitate sales team productivity, with email and calendar integration, campaign automation, analytics, a dialer, and account-based selling tools.
Sendoso is a gift sending platform designed to support B2B sales and ABM, and provide a sales accelerant.
Demandbase offers a comprehensive set of marketing solutions purpose-built for the account-based needs of B2B. The Demandbase B2B Marketing Cloud includes Advertising, Marketing, Sales and Analytics solutions. According to the vendor, their solution provides B2B marketers with an unprecedented ab...
Terminus is the an account-based marketing platform, that helps over 500 B2B marketing teams operate ABM at scale.Capabilities include:Account Targeting & Audience Management: Manage account audience segments and prioritize account lists for sales and marketing programs by housing all of your...
Engagio is a marketing orchestration platform that is designed to complement existing marketing automation platforms by unifying data, providing engagement analytics, and enabling marketers to orchestrate interactions.According to the vendor, key business benefits and features include:Data and Op...
Avention delivers sales intelligence data for millions of companies globally.
DataFox is designed to help sales and marketing teams prospect smarter and have thoughtful, personalized conversations at exactly the right time. The vendor says their software uses machine learning to identify new prospects and deliver actionable sales triggers from thousands of data sources, he...
LeadData is built around account-based nurturing and account-based reporting. The nurturing aspect allows users to segment inbound leads by account details such as owner, active opportunity, customer, and sales stage. This is available with any marketing automation platform synced to Salesforce.c...
Triblio is an account based marketing platform that creates campaigns for ads, web personalization, and sales. Triblio’s proprietary database complements an organization’s first party data to provide the best data to reach, engage, and convert more stakeholders in target accounts.
Lattice Engines' Predictive Lead Scoring blends the contact profile and behavioral information from your Marketing Automation system with thousands of additional attributes that could contain hidden buying signals. Whether it’s the Web, internal data, or third party sources, Predictive Lead Scori...
Bound (formerly Get Smart Content) is a website segmentation and targeting platform that enables marketers to read a website visitor's digital body language and serve relevant content based on the person's stage in the buying journey. Using behavioral, demographic, and firmographic data, Bound cr...
6sense is a predictive intelligence solution for sales and marketing. This tool is designed to uncover prospects at every stage of the sales funnel. It also determines which current prospects are ready to buy a company’s product.
Swedish company Albacross offers an account-based marketing and B2B sales tool via their eponymous platform which gathers company info from site visitors, so marketers may learn which companies are investigating their products.
KickFire’sB2B solutions provide account-level information such as industry, revenue, employee count, and more based on an IP address. KickFire’s proprietary TWIN Caching® technology and robust firmographic database deliver business intelligence for first-party intent, content personalization, acc...
Kwanzoo is a cloud-based platform built to help customers deliver media-based advertisements for both retargeting and account-based marketing campaigns. Kwanzoo has robust integrations with popular marketing automation and CRM platforms such as Marketo, Salesforce, Oracle's Eloqua, and IBM Silver...
Bombora provides Intent data for B2B marketers. Bombora’s data promises to align marketing and sales teams and enable them to base their actions on the knowledge of which companies are in market for products and services. Bombora’s Company Surge™ data reports on changes in consumption of specific...
Marketo Account-Based Marketing is a layer of the Marketo platform that sits on top of the Marketing Automation piece and allows users to approach campaigns from the account perspective, as well as individual decision-makers within accounts. It includes features for account targeting and manageme...
Mintigo is a Predictive Sales Analytics Platform that monitors the total universe of prospects, looking for the messages that will resonate. By targeting business needs & interests, marketers break through the noise to generate more leads.
The Tactile Marketing Automation app, provided by Printingforless.com (PFL), allows users to set up automatic triggers to send direct mail based on digital behavior. It also delivers alerts to users when direct mail is delivered. TMA integrates with CRM and Marketing Automation software to pull b...
Metadata in San Francisco offers the Metadata.io platform, an ABM technology designed to execute thousands of B2B campaigns in a matter of hours, automatically optimizing campaigns for pipeline impact at a velocity.
RollWorks, a division of NextRoll, offers B2B companies an account-based platform to align marketing and sales efforts, and grow revenue. Powered by proprietary data and machine learning, RollWorks’ solutions address the needs of organizations large and small —from those with established ABM prog...
Fliptop was a predictive analytics application combining public web data with internal CRM and marketing data to score leads, identify target companies and trigger marketing actions. Fliptop was acquired by LinkedIn in 2015 and integrated with LinkedIn products. Fliptop is no longer available as...
Personyze is a comprehensive personalization toolkit that provides everything you need to create engaging experiences on your website and across channels, using a powerful combination of behavioral targeting, interest-based recommendations, and personalized email broadcasting. Personyze works o...
Jabmo is an international platform for Account-Based Marketing. Jabmo senses anonymous account activity and powers Account-Based Marketing programs with IP Advertising, Retargeting, Website Personalization, Analytics and Sales Enablement. Sales reps receive sales intelligence alerts on their tar...