Best Account Based Marketing Software

Account Based Marketing Software Guide

Account based marketing software is a powerful tool that enables businesses to identify and target their most valuable customers. It helps businesses understand the needs of their target audience, create tailored campaigns to engage those customers and measure the success of those campaigns. ABM software provides an integrated view of customer relationships across different channels, allowing companies to see all the touchpoints they have with each customer and track how they interact with them.

ABM software also allows marketers to segment their customers into different groups based on factors such as revenue, industry or any other criteria that can help identify a particular account. This helps marketers focus their efforts on key accounts while ensuring relevant messaging is delivered to each one. The software also automates certain processes related to account-based marketing, helping reduce manual tasks like data entry and report creation so marketers can focus on more strategic activities.

The ability to assess performance across specific accounts is another benefit offered by ABM software. Marketers can easily measure ROI for each account by tracking engagement metrics such as click-through rate (CTR) and conversion rates (CVR). They can also use this data to assess whether content resonates with specific audiences or if there are any gaps in messaging that could be improved upon.

Finally, ABM software provides features like lead scoring tools which allow users to quickly identify hot leads within an account and prioritize them for follow up. This helps save time by streamlining the process of pinpointing qualified leads within each targeted account instead of manually sorting through large volumes of data or relying solely on intuition when making decisions about outreach efforts.  Overall, ABM software offers numerous benefits including improved targeting capabilities, automated processes, better performance measurement and increased efficiency in identifying potential leads - all leading towards higher ROI from marketing campaigns.

How ABM Maximizes Value

The underlying objective of ABM is to produce a sales and marketing system that does not result in wasted expenditures. When a pipeline contains lots of top-quality leads, the idea is to create individualized campaigns for each one that nurtures the targets so that they become long-term customers. ABM is also useful when it comes to spotting opportunities for cross-selling and upselling, and it also can flag accounts that could be in jeopardy of going elsewhere.

Another positive feature of ABM has to do with marketing and sales alignment, meaning that when both facets of your efforts are honed in at the account level, reporting, messaging, and other key elements are much easier to synchronize. Furthermore, many who have used ABM note that marketers are much better able to develop strong ties with identified accounts prior to sending them off to the sales team.

It is important to remember, however, that ABM demands a substantial injection of resources and time, and the executive team must also be on board with its use. Marketers must feel assured that they are targeting the right accounts and that they have what they need to build strong relationships with them.

Software Considerations Related to ABM

Establishing a winning ABM program requires a series of activities that encompass functions such as marketing automation, lead management, intent data mining, sales intelligence, email marketing, CRM, predictive analytics, buyer intent data, and more.

Lots of ABM products currently on the market focus on one or a couple of those realms, and while they can work well in conjunction with broader ABM-style platforms, they are not complete ABM programs in and of themselves.

There are certain enterprises for which making an investment in one or more such tools can be a smart way to begin the process of adopting an ABM approach. However, business leaders who want a more comprehensive solution need to find one that does a series of critical things, including:

• Understanding and developing audience segments
• Identifying contacts within key accounts
• Personalizing content and web engagement
• Undertaking marketing and sales analytics
• Managing multi-channel engagement strategies
• Aligning marketing and sales around identified goals

Benefits of ABM Software

An all-encompassing ABM tool helps collect and assess account information so that a strategy can be transformed into a full-blown, live campaign. An intelligently designed ABM stack has the power to bring a range of benefits to B2B sales and marketing teams, and these include:

1. Analytics at the account level: With an ABM platform, you will have the power to track efforts to distinct fiscal outcomes via closed-loop reports. Given that marketers are under growing pressure to have a tangible effect on revenue, these types of analytics are essential.
2. Personalization at the account level: Rather than attempting to attract the attention of a wide range of prospects, you will be able to deliver content and proposals that hone in on the specific needs of your targeted accounts. This includes display ads, website content, email, and more.
3. Better prospecting accuracy: During the process of researching and designing your process for target account identification, you will get a better grasp of who your ideal customer truly is. There are ABM tools available today that can conduct data mining and account spotting on your behalf, something which offers you much greater speed and accuracy in garnering new business.
4. Alignment and efficiency gains: Once you are able to spot, track, and engage high-quality accounts, the marketing team will be much better situated in terms of supporting what the sales team needs to do. The sales staff will have a channel through which to describe its objectives in relation to each target account. This collaborative way of working enhances the productivity of both the sales and marketing arms.

It must be borne in mind that not every ABM tool is the same, and the specific platform and software chosen will be highly dependent on the exact ABM approach desired.

Account Based Marketing Software Features

There can be no doubt that ABM software has the potential to make working with high-value target accounts more efficient than ever before. It need not be difficult to get an ABM method up and running in short order. Workflow templates are great for articulating the key attributes of your perfect customer and finding those target accounts.

Default properties can be set as a way to flag key accounts and purchasing roles. Recommendations generated by AI can make certain that the sales team is always on top of its tasks. Even better, this can all be done within the framework of a CRM that keeps all details of current customers as well as strong leads so that the marketing and sales staff have critical information at their fingertips.

The best ABM tools make it easy to create individualized content strategies and specialize the way identified stakeholders within each account are engaged. With LinkedIn Ads integration and account-level targeting, you can focus efforts based on account tier or status, or in any other highly-defined way you choose. By using all of the available tools within this type of system, you will foster truly authentic relationships with the decision-makers you need to generate increased revenue.

ABM strategies, once created, can help you measure vital milestones in the lifespan of an account, regularly utilizing data to make campaign adjustments in a timely manner. You will be able to obtain an accurate view of account status with overview features, or make use of scoring functions to spot the very highest-value target accounts so that initiatives can be prioritized on the fly.

Additional features provided by account based marketing software include:

• Targeted Account Lists: This feature allows marketers to easily build custom audience lists by targeting specific accounts and criteria such as job titles, company size, industry, and locations.
• Account Insights & Analytics: This feature analyzes interactions with target accounts, providing insights into purchase intent and account engagement. It provides real-time reporting on key performance metrics including website visits, open rates, clicks, conversions, etc.
• Automated Campaigns: This feature enables marketers to quickly create automated campaigns that are tailored to the needs of specific accounts. These campaigns can include emails, ads, webinars and more.
• Personalized Content Delivery: This feature enables marketers to deliver personalized content and messages based on an individual’s interests or preferences. The software can be used to identify where prospects are in their customer journey and serve appropriate content at each stage of the buyer's journey.
• Lead Scoring & Segmentation: This feature makes it easier for marketers to prioritize leads based on the quality of the lead and their propensity to buy. It also helps segment contacts into different buckets so they can be marketed more effectively by delivering content tailored for each group.
• Sales Engagement Platform Integration: This feature integrates with a sales engagement platform so that marketing and sales teams can collaborate more efficiently on nurturing leads through the funnel. It helps ensure prospects are connected with the right sales reps at the right time throughout their journey with your business.
• Lead Nurturing & Growth: This feature helps marketers to identify high-value leads, build relationships and nurture them through the sales funnel. It automates follow-up emails, tracks website visits and more to help ensure prospects are moved through the funnel efficiently.

How to Select the Right Account Based Marketing Software

Selecting the right account based marketing software requires research and thoughtful consideration of your specific business needs. Begin by outlining the desired features you need from the software such as integration with existing CRM systems, ability to segment customer lists, automated campaigns and tracking of results. Next, create a list of vendors that offer the features you’re looking for and compare pricing. Make sure to read product reviews from existing customers to gain insight into how user-friendly each system is. Additionally, look for customer service support offered by the vendor in case any issues arise when using their software. Finally, make sure to review contracts carefully before signing up for an account based marketing software provider in order to ensure all of your requirements are met.

Effective ABM Integration

The best ABM systems have the ability to integrate fully with the marketing software that is already in use. Sales and marketing staff will be able to link to shared information in a centralized place. Combined with Slack functionality, ABM platforms can yield better account-level collaboration than you may have thought possible. The possibilities that come with greater support for high-value accounts and more detailed, timely information sharing really are limitless.

ABM Trends

1. Increased Automation: Account based marketing software is increasingly being automated to deliver personalized marketing messages to potential customers and build a better relationship with existing customers. Automation enables marketers to quickly target the right accounts and tailor their campaigns to address specific needs of each customer.
2. Increased Targeting: Account-based marketing software is becoming more sophisticated, allowing marketers to easily segment accounts based on customer engagement and buying behavior for targeted messaging that resonates more strongly with customers. This increased targeting has improved personalization and provided an unprecedented level of access for brands looking to target the right prospects in order to convert them into new customers or retain existing ones.
3. Cross-Channel Integration: One of the biggest trends in Account Based Marketing (ABM) Software is the capacity for multi-channel integration across social media, email, SMS and other digital channels, allowing for seamless customer journey tracking and tailored experiences around each account’s individual needs. This technology allows brands to enjoy continuous customer touchpoints throughout the sales cycle -- improving on traditional funnels by connecting data points across multiple channels in real time.
4. Improved Analytics: With newer ABM technologies, brands are now able to gain better insights into how effective their campaigns are performing due to better analytics and reporting capabilities built into many ABM platforms. This provides businesses with detailed metrics such as response rates, customer lifetime value (LTV) calculations, funnel conversion rates and other key performance indicators so that they can quickly assess whether their efforts are paying off or if adjustments should be made accordingly.
5. Real-Time Insights: Another recent trend in ABM software is the ability for real-time insights into customer behavior which allows marketers take advantage of opportunities as they arise, adjust strategies if necessary, or provide more relevant offers tailored around each account's interests for maximum impact on conversions and ROI figures over time.

Who Uses Account Based Marketing Software?

• B2B Marketers: These marketers use account based marketing software to target specific customer accounts with personalized content and messaging. They use the software to track customer engagement, measure ROI, and orchestrate campaigns across multiple channels.
• Sales Teams: Sales teams use account based marketing software to identify key decision makers, initiate conversations, and nurture relationships with customer accounts. They also keep track of customer interactions and sales opportunities so that they can prioritize their efforts for maximum efficiency.
• Customer Relationship Managers (CRMs): Customer Relationship Managers (CRMs) use account based marketing software to manage contact information, segment customers into targeted segments, and create tailored campaigns for each segment. They use the software to monitor performance so that they can easily spot opportunities or issues requiring immediate attention.
• Analysts & Data Scientists: Analysts and data scientists leverage account based marketing tools to spot trends in customer behavior and uncover insights into purchase decisions. The data generated by the software helps them make better informed decisions about product development, marketing strategies, and customer acquisition tactics.
• Content Creators & Marketers: Content creators and marketers use account based marketing software to create targeted content for specific customer accounts. They leverage analytics from the tool to craft messages tailored to individual customers or groups of customers, which increases engagement levels and boosts conversions.
• Marketing Automation Specialists: Marketing automation specialists are responsible for managing automated campaigns using account-based marketing tools. This includes setting up target segments within their database, tracking metrics such as clicks per campaign, optimizing campaigns over time using A/B testing techniques, etc.
• Social Media Managers: Social media managers use account-based marketing software to identify the accounts of their customers and target them with specifically tailored messages. This helps to increase engagement on social media platforms, as well as drive more sales opportunities.
• Analytics & Reporting Professionals: Analytics and reporting professionals rely on account-based marketing software to measure the performance of their campaigns. The data provided by these tools helps them track customer engagement, analyze user behavior, and adjust marketing strategies accordingly.

How Much Does Account Based Marketing Software Cost?

The cost of account based marketing software varies significantly based on the services and features included, so there is no one-size-fits-all answer to this question. Generally speaking, prices can range from a couple hundred dollars per month for basic solutions up to tens of thousands of dollars annually for more complex systems.

When considering the cost of an ABM platform, it’s important to consider not only the initial price tag but also how much you will be spending over time. Some platforms offer tiered pricing plans that may include additional fees as your usage grows. It’s also worth taking into account any extras such as onboarding or training sessions that could potentially add to your total costs. Finally, pay attention to whether support is included in the solution and what level of service is provided in case you need technical assistance down the line.

By weighing all these factors together and doing some research, you should be able to compare various pricing plans and find an ABM software solution that fits within your budget while providing the features and capabilities your business needs.

What Integrates With Account Based Marketing Software?

Account based marketing software can integrate with a variety of different types of software. These include customer relationship management (CRM) systems, analytics and reporting apps, digital asset management programs, predictive lead scoring software, web personalization platforms, social media monitoring tools, and email marketing automation systems. Integrating these various types of software with an account based marketing platform helps to centralize data and maximize the efficiency of an organization's ABM strategy. By collecting customer data in one place and correlating it across different channels, businesses can gain insights into their target accounts and create more effective campaigns that are tailored to their specific needs. Additionally, integrating other relevant software with ABM enables businesses to leverage additional features such as automated email list segmentation or real-time tracking of account engagement levels.

How to Choose the Right ABM Software

1. Understand Your Goals - Determine what goals you want to achieve with your account based marketing software. Consider factors such as customer segmentation, personalization of content, customer engagement metrics and scalability. Knowing your goals will help narrow down the range of suitable products that meet your requirements.
2. Analyze Your Requirements - Make sure the software meets specific requirements such as budget, size of organization, data-tracking needs and customer relationship management (CRM) integration capabilities. Also review features like customer segmentation capabilities and campaign automation support.
3. Comparing Options - Compare multiple options across several criteria including cost, features and ease-of-use to help make an informed decision about which product best suits your needs and objectives. Test out integrations between any existing CRM or analytical tools you might already have in place with prospective solutions before making a final decision. Use the tools on this page to compare account based marketing software by user reviews, pricing, features, integrations, and more.
4. Evaluate Scalability - Consider how well the system is able to scale up over time as new technological developments come along or customer needs change. Investigate whether there is room for growth in terms of both customisation options and data storage capacity over time to avoid potential bottlenecks at a later stage if business expands significantly over time.
5. Read Reviews - Consult the opinions of existing customers who are already using the system by reading online reviews to gain a better understanding of their experiences with the service. This can be extremely useful for gaining insight into customer service and technical support provided, as well as seeing how user-friendly the platform is.