What marketers love the most is a strategy that filters away unqualified leads from the very beginning of a campaign. Account Based Marketing can curb wastage of efforts and revenue in running campaigns to an audience that does not resonate with the revenue goals of an enterprise. Creating a personalized buying experience for the optimum target audience, harnessing better relationships, and nurturing the prospects require reliable tools. ABM tools help content marketers generate better ROI, build customer trust, and enhance relevance to the thriving market of potential B2B customers. The ABM market is forecasted to be at 1.6 Billion by 2027, growing at a CAGR of 11.6% from 2020 to 2027, cementing its potential for businesses.
While there are scores of tools, businesses must realize not pile-up Martech stacks unnecessarily. They must focus on only the one aligned with their business goals.
We highlight 8 Account-Based Marketing tools, delve into their unique offerings, and see how they help revolutionize businesses by targeting high-value accounts. Investing in such tools would propel your business to leap forward manifolds in 2024.
HubSpot ABM
HubSpot ABM helps you get insights about high-value accounts based on firmographic, technographic, and behavioral data. While harnessing its offerings, a business can access the entire HubSpot platform, including CRM, marketing automation, and sales tools. This mitigates the probability of data silos that arise with some ABM tools that need integration with separate platforms. Its seamless integration helps a business optimize its resources and time effectively and offers easy creation of personalized campaigns across email, social media, and paid advertising. A cost-effective option, when compared to many ABM tools, and by mitigating the need for other platforms, it aids revenue-growth. Currently, there are about 113925 HubSpot users globally, and a significant portion of these use the platform’s ABM tool.
Marketo Engage
Marketo Engage is an Adobe solution and is now an integral part of the Adobe Experience Cloud suite. It can seamlessly integrate with other Adobe solutions like Adobe Campaign and Adobe Analytics. Owing to this attribute, it mitigates the need to switch between platforms for marketers. Marketo Engage offers features like CRM integration, third-party data providers, account scoring facility. The CRM integration facility fosters a seamless collaboration between the sales and marketing teams. It boasts of a thriving support platform where users can communicate, share expertise, and learn about other Adobe products. Its AI and machine learning algorithms are top-notch, helping businesses target the right buyers through predictive AI strategies. It is one of the most well-received ABM platforms, with over 17471 companies in the United States alone.
Demandbase
Demandbase is an effective ABM tool that goes beyond just account-based marketing capabilities. It claims to provide industry-leading “Intent” data that helps identify purchase activities of target companies using machine learning. It fosters transparency between sales and marketing teams and aids collaboration. Its “Go to Market” strategy, involving all customer-facing activities, including marketing, sales, account retention, and growth, helps generate revenue. It offers AI-powered scoring, key decision-maker information, buying signals, and multi-channel marketing facilities across social media platforms. Globally, there are over 4473 companies that are leveraging its capabilities as an advertising and marketing tool.
Metadata
This ABM tool offers many features, like providing technographic details, employee data, predictive targeting, and multi-channel orchestration. It also helps analyzemetrics like website visits, engagement rates, and pipeline generation. It takes pride in being the first demand generation platform for B2B marketers and a pioneer of AI-powered campaign optimization. It is best for businesses that leverage LinkedIn and Google Ads heavily for their marketing campaigns as it provides a uniform platform connecting the above two. It also seems to be an easy-to-use platform that simplifies the campaign needs of businesses. Because of its advanced AI-powered workflow automation, a large chunk of businesses prefer it.
Uberflip
Uberflip is an ABM tool that helps create engaging content across platforms that helps attract prospects who are constantly looking for solutions to their pain points. Ad campaigns must direct leads to a meaningful landing page, and this tool helps customize content, CTAs, and visuals based on target accounts. Its content hub section is a repository of case studies, whitepapers, and more. With the website analytics suite, marketers can analyze campaign performance and decode user behavior seamlessly. It enables businesses to have a seamless sales-marketing alignment and improve their ROI.
BrightTalk
As its name suggests, this ABM platform is one of the best for conducting business talks, events, and webinars catering to your target audience. Businesses rely on expertise, and if thought leaders conduct webinars displaying their knowledge, it helps create trust. The target audience needs meaningful interactions more than anybody else, and using BrightTalk simplifies the process while improving engagement. The platform also gives metrics to help refine content to get better reach as per the target consumer behavior and intent data. Currently, there are about 2777 users who use BrightTalk’s platform to reach their prospects through content sharing.
ZoomInfo
Categorized under the ABM buyer intelligence Tools, ZoomInfo helps businesses get accurate information about the key decision-makers of a business. With a massive database of business contacts, this platform is updated with the latest information. Like other ABM tools, this also helps gain deep audience insights into the account behavior of high-value accounts. These insights help businesses fine-tune their strategies as per consumer needs. It facilitates real-time engagement tracking and seamless integration with existing CRMS.
LinkedIn Sales Navigator
This is again an ABM buyer intelligence tool specialized in identifying vital prospects and high-value accounts. LinkedIn is a bustling platform of millions of professionals, and tapping into this vast database seamlessly, is imperative to building meaningful contacts. It can drive customized InMails directly to decision-makers, save potential leads for later reach, and assign lead scores to each lead. It helps you be cognizant of your lead’s updates, like job title changes, industry trends, and company news. Its 30-day free trial period gives you sufficient bandwidth to gauge its effectiveness as your choice of ABM tool.
Conclusion
Before investing in ABM tools, you, as a marketer, must be ready to brainstorm with the C-suite section to thoroughly understand the business goals. The next step is to select a tool that resonates best with those goals and offers a free trial period. During the trial period, the marketing and sales team should collaboratively assess it to gauge the best bet, and make the ABM software purchase decision. Once implemented, it is imperative to continuously test marketing strategies and fine-tune them as per valuable insights provided by the tool.
