Account-based marketing (ABM) has been gaining popularity as a more effective approach to B2B marketing. It is a strategy that targets specific accounts or customers with customized messages and experiences that are tailored to their needs and interests. In the past, ABM was a manual process that required a lot of time and resources to execute. However, with the advent of account-based marketing software, ABM has become more accessible and manageable for businesses of all sizes. This article aims to explore what account-based marketing software is, how it works, and its benefits for B2B companies.
What is Account-Based Marketing Software?
Account-based marketing software is a type of marketing automation technology that enables businesses to implement personalized marketing campaigns for individual accounts or customers. This software allows marketers to target specific organizations, decision makers, or stakeholders with tailored messaging and content, which helps to drive engagement, build relationships, and convert prospects into customers.
ABM software typically includes several features that make it easy for marketers to create and manage account-based campaigns, such as account selection, audience segmentation, personalization, and analytics. These tools enable marketers to identify their target accounts, understand their pain points and interests, and create customized content that addresses their specific needs.
How Does Account-Based Marketing Software Work?
ABM software works by integrating with customer relationship management (CRM) systems and other marketing automation tools to provide a comprehensive view of the customer journey. It starts with the identification of target accounts, which can be done manually or through data-driven account selection algorithms. Once the target accounts are selected, marketers can use ABM software to create custom audiences based on firmographic, behavioral, or intent data.
The next step is to develop personalized content and messaging that resonates with the target audience. ABM software enables marketers to use dynamic content and personalization to deliver a tailored experience to each individual within the target accounts. This includes personalized emails, social media messages, webinars, whitepapers, case studies, and other content that is designed to address the specific needs and pain points of the target accounts.
ABM software also includes analytics and reporting capabilities that help marketers measure the success of their campaigns and optimize their strategies in real-time. It allows marketers to track engagement, conversion rates, revenue, and other key metrics, which help them to understand which campaigns are working and which ones need improvement.
Benefits of Account-Based Marketing Software
ABM software provides several benefits to B2B companies, including:
- Improved ROI: ABM software enables companies to focus their resources and efforts on high-value accounts rather than spreading them thinly across a large target audience. This helps to improve the ROI of marketing campaigns by increasing conversion rates, reducing customer acquisition costs, and boosting revenue.
- Better alignment between sales and marketing: ABM software brings sales and marketing teams closer together by providing them with a shared view of the customer journey. It enables marketers to create content that is aligned with the sales process, which helps to create a more cohesive customer experience and improve lead quality.
- Increased customer engagement: Account-based marketing software allows marketers to deliver personalized content and messaging that is relevant to the needs and interests of their target accounts. This helps to improve engagement, build relationships, and create long-lasting customer loyalty.
- Enhanced customer experience: ABM software enables marketers to create a more personalized and engaging experience for customers across all touchpoints. This helps to build trust and loyalty, which can lead to increased customer lifetime value.
- Measurable results: ABM software provides marketers with real-time analytics and reporting capabilities that help them to measure the success of their campaigns and optimize their strategies accordingly. This enables marketers to make data-driven decisions that lead to better results.
Account-based marketing software has revolutionized the way B2B companies approach marketing by enabling them to create personalized and targeted campaigns for individual accounts or customers. With its powerful features and tools, ABM software allows marketers to identify target accounts, create custom audiences, develop personalized messaging, and measure the success of their campaigns in real-time. The benefits of account-based marketing software include improved ROI, better alignment between sales and marketing, increased customer engagement, enhanced customer experience, and measurable results – all of which help businesses to achieve their goals and drive growth in the long term.
HUBSPOT
HubSpot’s CRM platform contains the marketing, sales, service, operations, and website-building software you need to grow your business.
- Set up your ABM strategy with ease
- Enable collaboration across teams
- Attract high-value accounts and forge deeper relationships with more personalized engagement
- Track and measure from end to end
DEMANDBASE
ABM with a Smarter Go-to-Market Platform that aligns sales and marketing to create and accelerate opportunities.
- Flexible & Transparent
OCEAN.IO
A smarter prospecting data platform that brings you 5x more high quality leads for faster, more efficient revenue growth.
- Target niches no other data provider can
- Unrivalled filtering options
- Build better qualified pipeline
- Boost your Sales and Marketing Efficiency
- More effective outreach via precise vertical targeting
EMISSARY.IO
Emissary gives you the account based marketing tools and intelligence you need from someone who’s recently been a decision-maker.
- Make sure your data is high quality
- Build personas
- Use social media to augment information
- Make sure you use data about the company wisely
- Plan for long term commitment
- Leverage knowledge of current tools
INTERCOM
Intercom – faster resolutions, higher CSAT, and lighter support volumes with the only platform to combine the power of automation and human customer support.
- Track key performance metrics for your entire sales team and individual sales reps
- See which deals Intercom helped close for your team and each rep
- View how many meetings you book and your median time to close deals
- Know which messages create the most opportunities for sales
ACT-ON
Marketing automation platform specializing in B2B, B2C, and email marketing built to meet the actual needs of modern day business.
- B2B Marketing Strategy
- ABM Campaigns
- Sales & Marketing Alignment
- Account-Based Scoring
ROLLWORKS
RollWorks account-based marketing (ABM) platform, the B2B and ABM solution shown to deliver over 5X the ROI of other ABM platforms.
- Engage the right people in the right accounts
- Integrate marketing and sales to close deals faster
- Invest more efficiently
- Get started with RollWorks today