You can’t read anything about B2B marketing trends or strategies these days without seeing something about account-based marketing.
92% of B2B marketers say they have an ABM strategy in place, with most launched in only the last five years. You can thank today’s widespread access to data-driven insights and AI for the surge in ABM popularity.
You can’t ignore the benefits. 87% of marketers say ABM delivers better ROI than any other strategy, while marketers across the board enjoy a 171% higher contract value with ABM.
Marketers have known for a long time that traditional B2B tactics were outdated, wasteful, and unideal for today’s buyer expectations and journey. Don’t be surprised if ABM replaces general B2B marketing over the next five years.
Get your strategy in place now, and build your acumen, so you’re ready to optimize over the months and years—you can’t run an effective ABM strategy without the right tools.
9 Vital Martech Tools to Build a Winning Account-Based Marketing Strategy
As with any emerging B2B marketing strategy, there is no shortage of tech companies competing for a share of your marketing budget.
Who can you trust? What do you really need? What’s optional?
Let’s start by breaking down the essential tech tools you need to run an effective ABM strategy across all touchpoints. From there, you can research individual tools and build a waste-free stack.
1. Contact Relationship Management System (CRM)
A CRM is an essential starting point for managing your key accounts, integrating your other account-based marketing tools, and syncing data. A well-built CRM also helps you communicate with contacts—be it team members, customers, or accounts.
Sales, customer service, and marketing can share vital info in a CRM, ensuring each account is targeted at the right place with the right content.
Regardless, a CRM is a must-have.
2. The Right Email Service Provider
A tech-powered email service provider will let you send personalized, automated campaigns to your accounts. Email is an incredibly personal and conversational platform free from the noise of social media, so it’s important to build efficient ABM workflows and journeys via email.
Likewise, you want an email provider with advanced data capabilities, so you can collect data, integrate with other tools, and build comprehensive profiles on each account.
3. Intent Data for Account-Based Marketing
Dig into anything marketed as an all-in-one ABM tool, and you’ll find a partnership with an intent data provider like Bombora. Most intent data companies offer business packages and products so you can integrate data straight from the source instead of buying another ABM tool to access it.
Either way, intent data is a critical part of winning ABM strategies because it gives you insight into the behavior of visitors and accounts.
4. Dynamic Landing Pages for Account-Based Marketing
Dynamic landing pages detect which account a website visitor belongs to and adjusts the content to provide personalized pricing, comparisons, and configurations.
61% of B2B buyers say they’re likely to contact a sales team for custom pricing and configurations. Dynamic landing pages remove that burden, offering the info straight away.
5. Data Management to Sync and Clean Info
The elephant in the room holding back countless B2B personalization strategies: bad data.
You just can’t run successful ABM without first addressing any existing issues with your data collection, auditing, and cleaning. Make sure people aren’t filling out fake info on lead forms just to access content. Use a tool to vet lead data immediately before it enters your system. Your tool should also sync your data from multiple platforms so you can build a broader picture of accounts and trends.
6. On-Site Content Personalization
Account-based marketing needs account-based content. Once someone gets to your site, use AI-driven personalization to show them that content.
Everyone’s busy. Most people don’t want to dig for relevant content, then spend time looking at something not pertinent to them. Use an AI content tool to do that on your site.
7. Account Identification and Tracking
A lead tracking and nurturing tool designed with ABM in mind can come in handy here.
This type of tool can help you understand account behavior on your site and off. You can build better profiles on their journey and even that of similar accounts.
Look for a tracking and nurturing tool that also prioritizes communication at different touchpoints, putting power in your hands rather than just information.
8. Analytics and Insight Tools
This might come built into a data cleaning tool. Regardless, you’ll also want a tool that pulls data from every platform you use to connect with accounts so it can instantly analyze the data and present you with visualized insights.
9. Social Listening and Publishing
Use social listening tools to monitor branded phrases among key accounts like your company’s name, leadership names, and product names, as well as that of your main competition. This helps you understand the vibe of conversations surrounding your brand and product, even when you’re not paying attention.
You can also use social listening tools to find new accounts for ABM, social accounts for you to follow, and new touch points to interact with your audience.
Vet Every Account-Based Marketing Tool to Keep Costs Down and Efficiency Up
While software and tech companies are getting better about sharing transparent product comparisons and side-by-side breakdowns, it’s still smart to vet and audit them yourself – especially any tool that specifically markets itself as an ABM tool.
Get a spreadsheet ready. Place each tool name in one column, run through the features in another, and use an additional column for prices. Add any pros and cons that come to mind as well.
From there, you’ll be able to see which tools you need and whether you need an ABM-specific tool at all. You can run plenty of successful strategies building your own stack and integrating a few ABM-specific data tools to stay organized and focused.
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