Are you in the market for your new account-based marketing software (ABM)?
Then you’ve come to the right place.
Account-based marketing means directing your message to the top target account makers using a mix of marketing-sales tactics – a strategy aimed at businesses rather than individual customers.
Ryan Batter, Senior Manager (Accelerated Leadership Program) at HubSpot said, “The beauty of using an ABM strategy is that it can be scaled to a team’s willingness and budget. Look for a CRM that has a strong one Integration into ABM-specific tools to adapt your strategy enables. “
With that in mind, let’s take a look at account-based marketing software.
Best account-based marketing software
- Demand base
- AdDapative Intelligence
1. HubSpot ABM software
With HubSpot’s ABM software, you can run a full-fledged campaign right in your CRM. Using it, you can create an ideal customer profile or ICP. This ICP helps HubSpot to automatically rate potential customers based on how well they match your profile.
You can also import a table of your target accounts. This can also be done manually.
HubSpot software allows you to identify potential challenges and personalize certain marketing messages to attract them. You can also use Marketing Hub tools like ads, websites, and social media posts to market your customers and make your campaign successful.
Terminus is a full-service ABM software platform. It helps you create lists of accounts armed with the data you need to personalize your strategies.
Terminus lets you find accounts where they are and run campaigns that target them directly. For example, you can manage retargeting, automation, and email campaigns in the software and access the performance metrics of these campaigns. Analyzing these metrics will give you a better understanding of how to better target accounts.
3. Demand base
Demandbase software users experience ABM programs throughout the customer journey. The platform allows users to scale their efforts with accounts rather than using a series of confusing point solutions.
Demandbase was developed with B2B marketing in mind and offers a user-friendly interface. Within the platform you will find solutions for engagement and conversion. These will help you identify potential accounts, personalize your strategy, and experiment with new ways to close deals.
Triblio is an ABM platform that specializes in growing account pipelines. Users can leverage advertising, analytics, web, and sales tools to implement a carefully crafted strategy for attracting accounts.
Additionally, users can use their dashboard to find out when the best time to get an account is based on the platform’s ability to analyze industry web behavior.
With the software’s one-to-one account marketing setup, you can target larger accounts directly from your dashboard and tackle their challenges directly. Triblio also offers a guide to ABM – think a crash course – that teaches you how to use the software for your business.
This platform focuses on giving its users the intent to create accounts. It provides users with the features necessary for customer loyalty. Their service allows you to gain insight into an account’s challenges and market them in ways that have an immediate impact.
The engagement platform enables you to align your sales and marketing strategies with the help of data. With the help of the data provided through accounts, you can prioritize your strategy and involve customers based on their individual interests. With this setup, you can deliver consistent experiences that adapt to your client’s journey.
With Engagio, B2B marketers can provide a personalized approach to customer loyalty. It does this using the platform’s tools for sales intelligence, multi-channel creation, and analytics that cover the buyer’s entire journey.
Engagio users can unify data from their accounts on one platform, which enables easier and more accurate analysis. With this data, you can fine-tune your sales and marketing strategies, highlight areas to focus on, and execute those strategies.
LeanData’s software is focused on providing users with the data they need to accurately associate with accounts. The software allows you to align marketing and sales goals as well as sales transactions.
If you want to unify the data and processes you use across your go-to-market (GTM) teams, LeanData is a great software option. The software allows you to create, run, and access performance analysis on a GTM plan.
This platform is intuitive and provides marketers with the tools they need to personalize the account-based strategy. With Bound you can build audiences, create dynamic content and measure the success of campaigns.
With Bound, users can analyze the web behavior of accounts and use that data to create audience segments. You can also choose how to align these segments using software offerings such as e-mail and master copies. Finally, users can see the performance of their segments and adjust their personalization strategy as needed to best reach accounts.
If you want to find potential accounts and nurture those leads, you can do so on one platform with Zymplify. It provides automated lead qualification tools that you can use to convert prospects into customers.
With their scale-based services, you can serve customers throughout their buyer journey. Automated services like demand generation, prospect identification, sales, and reporting save marketers time creating strategies.
MadisonLogic is a platform that provides tools for ABM advertising and content syndication. The software also lets you speed up the customer journey of your accounts, access insights into campaign performance, and offer a formatted content marketing package.
This software enables you to engage with relevant advertising content and syndicate that content across multiple channels. This way you can easily find new and relevant contacts. Their content marketing formats allow you to get in touch with your contacts in an extremely stylized and convincing way.
If you work for an agency, ActiveDemand is a great option. It offers services specifically for agencies or marketers to carry out their ABM campaigns.
ActiveDemand’s software enables you to activate accounts by delivering campaigns that are relevant and valuable to potential customers’ challenges. It enables agencies and small businesses to run campaigns by offering a full service suite of tools. For example, this software provides email marketing, content creation, reporting, and form creation.
Vainu is a platform that focuses on personalizing your interactions with accounts. Users can see who is interacting with your content and why, so you can accurately enrich those leads. If conversion is one of your big goals for ABM, this might be a good choice.
The platform is designed to help its users find ideal potential accounts, know when to contact them, and how to send the message that will grab their attention. It offers synchronization functions such as company contacts, the creation of customer lists and ROI analyzes based on sales functions.
Leadiro is a B2B customer data platform with which companies can get in direct contact with the most important decision-makers in companies. The software uses demographic profiles to help its users identify their ideal customers and provides segmentation tools to organize those potential customers into lists as shown below:
This platform is extremely useful for targeting as it allows you to choose specific geographic regions in which to find potential customers. If you want to generate more leads worldwide, this software is a great option. Leadiro can also be integrated into HubSpot so that customers of both companies can synchronize their data.
14. AdDaptive Intelligence
With this service, users can target, include, analyze and optimize their account-based marketing campaigns. The main focus is on providing users with the tools to connect with quality B2B account decision makers.
AdDaptive software allows you to get your promotional messages to the right audience to maximize ROI. It also offers the possibility to address customers, analyze advertising analyzes and optimize your future campaigns.
RollWorks is software that you can use to increase demand, run digital advertising campaigns, and automate sales functions such as customer approach. The software is based on converting target accounts into customers using machine learning and data. This helps users identify ideal customers and engage them across multiple channels.
With the software you can create an ideal customer profile to find important contacts. You can also use the platform to run cross-channel campaigns and place digital advertisements on the platform. RollWorks analyzes their performance from these campaigns and provides you with important measurement data on their effects.
Batter explains, “As teams increase engagement and budget for ABM, it probably makes sense to complement a CRM with more targeted tools that allow deeper refinement in a particular category – ad targeting, business enrichment, intent data, event management.”
As your business grows, so do the tools you need for account-based marketing. So when you choose software, make sure it is scalable and can grow with you.
Editor’s Note: This post was originally published in May 2020 and has been updated for completeness.