Marketo is a marketing automation platform with a range of capabilities spanning SMB to enterprise. Basic features include email marketing, drip nurturing, landing pages, and lead scoring, but other editions offer additional advanced features. Typical customers are B2B firms with complex sales cy...
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 40)
Act-On is an adaptive marketing platform that drives personal and purposeful multi-channel marketing. We spark better inbound and outbound marketing, enable a tighter alignment with sales, and turn your data into substance you can act-on. Our customers range from start-ups and fast-growing young ...
EverString offers predictive demand generation and predictive lead scoring.
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.
Seismic is a recognized leader in sales and marketing enablement. The vendor's value proposition is that their solution equips global sales teams with the knowledge, messaging, and automatically personalized content proven to be the most effective for any buyer interaction. Additionally, the vend...
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...
Avention delivers sales intelligence data for millions of companies globally.
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.
Terminus Account-Based Marketing helps B2B marketers orchestrate ABM campaigns to engage key decision-makers at best-fit accounts. No contact data is required. According to the vendor, Terminus finds the right people in those companies and serves them ads across the web, mobile, video, and social...
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...
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...
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.
LeadData Demand Management 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 sync...
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.
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...
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...
Radius offers predictive sales analytics and lead scoring, as well as a customer data platform It helps businesses gather insights, create customer segments, and deploy campaigns.
LeanData Sales Accelerator is a marketing solution that can automatically assign inbound leads to matching accounts, route them to the proper owner, and automatically convert those leads to contacts. Additionally, LeanData Sales Accelerator allows users to continuously match incoming leads to acc...
KickFire is an API that combines B2B firmographic data and the vendor’s advanced IP-to company identification technology, TWIN Caching, to provide business intelligence for a wide range of applications, such as account-based marketing, content personalization, B2B ad-targeting and much more. ...
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...
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...
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...
The LeanData Lead2Account Matching Engine is LeanData's data algorithm built specifically to work within Salesforce.com. It works by using multiple fields of criteria to determine matches as opposed to the traditional method of using solely company name or email domain to match. It can automatic...
RollWorks, a division of AdRoll Group, is a platform that aims to help B2B marketers drive revenue growth. The product aims to help users forge more meaningful customer relationships in order to speed up sales cycles and grow lifetime values. The product helps marketers run highly-personalized ...