13 Account Based Marketing (ABM) Tools You Should be Using in 2019
ABM (or Account Based Marketing) is one of the hottest trends in the MarTech stack right now. It defines a new category and approach to engagement. But how you implement these tools in an already crowded stack is a huge consideration — especially when you consider issues around Marketing Automation tool adoption.
Is the ultimate decision to get rid of the clunky MA tools and fully embrace ABM tools, or simply find a neat way to seamlessly integrate them into your workflow. The ones that embed in workflows will be the winners in this category, as far as I am concerned.
Looking to see which ones you should be using in 2019 to have your team’s most profitable and successful year yet? Here are 10 account-based marketing tools worth a test drive.
Engagio is truly a full stack platform for account-based marketers. It can help with everything from crafting lead-based marketing strategies to reviewing project performances, you name it. And unlike other full-stack platforms, this was specially designed for ABM users — so there are no “generalised” in-tool features to be messed with.
6sense’s patent-protected predictions can power all downstream sales and marketing systems with intelligence on whom is in an active buying cycle, for what products, when they will buy and where they are in the buyer’s journey.
An emerging vendor in the space with encouraging feedback on G2 Crowd mainly focused on how sales and marketing alignment improves as a result of embedding the tool “We’ve struggled to align sales and marketing to focus our efforts on the same companies and with 6sense, we’re all in agreement of which accounts are ready to be prospected and it truly makes the entire organisation more efficient and successful.”
3. Adobe Campaign
Adobe Campaign has been around for some time, but the newest version of the tried-and-true tool boasts new options. Adobe Campaign now boasts a sweep of helpful tools, such as campaign creations for mobile or desktop marketing projects, email campaigns, and overall goal fulfilment. It’s not the easiest tool out there, but once you get the hang of it, it has an extensive feature set (not sure how differentiated as an ABM tool).
4. Uberflip — Content experiences
Uberflip is an interesting player in this space with a greater lens on “content experiences” for targeting prospects. The tool is all about how you deliver the right content, at the right time and in the right part of the buying process. Part of the offering includes an AI component which acts like a recommendation engine for content delivery; AI is often used in this vein so not entirely sure how unique / impact to the ABM process. The integrations with email and content sharing is a self-serve way to ensure sales can easily send relevant content comms — which in the past can be highly manual.
Terminus has a full suite of ABM tools including central Hub, Digital Marketing platform with personalised targeting on accounts, engagement insights for the sales team and a strong 4.5 rating on G2 Crowd. A distinctive approach to analytics is the thread within all parts of the data-stack and use case is obvious, scorecards, reporting, ROI tracking and more is a core component of the offering.
Personalisation has been shown to greatly increase the odds of your leads eventually becoming clients. Bound helps you create personalised paths for visitors to take when they come to your homepage, making them more likely to navigate it. While this is great to help drive on-site traffic and lead generation, Bound also has tools that can help direct leads to future events.
Triblio account based marketing software enables marketers to create ABM campaigns to:
customise messaging, content, and CTAs by account segments: prospect vs. customer, product interest, content topic interest, firmagraphics, or funnel stage. Strong performer on G2 Crowd with a rating of 4.3 overall — it seems stronger on the digital front than campaigns being run directly with sales.
Integrate does exactly what you’d think it would: It helps to combine and manage several lead generation platforms you might have into one, easy-to-use target list. This can help save you time from having to bounce back and forth between tools, while also helping to launch better-targeted campaigns, create more personalised storytellings, etc..
Zymplify is a newer entrant in the ABM space; albeit it has features more from the traditional Marketing Automation suite. You can use to cover email marketing, social, mobile marketing, contact CRM database, targeted campaigns and analytics. No information on review sites. It has added solution verticals clearly for different industries and specialisms; with specific use cases for all.
10. Madison Logic
Madison Logic is a great ABM tool for those who are just getting the hang of using these types of tools. This is a “self-serve” ABM program that caters to your needs, getting rid of the fluff you don’t need or want. Madison Logic walks you through how to find relevant contacts, how to engage them, and ultimately transform those figures into a measurable marketing ROI.
Snitcher is a digital offering that albeit falling in the ABM camp is geared towards digital/ web visitor and targeting segmentation. It does not have the full feature set for alignment with B2B sales and marketing. Useful integrations make it easy to expert data-sets into CRM for campaign sends. Use case very much from the marketing side and smaller business solution.
Listenloop has a core premise of “launching campaigns in minutes”. Thoroughly agree with this statement on their site “Account-based marketing is powerful, but ABM strategies are often difficult and expensive to orchestrate”. Rating of 3.3/5 On G2 Crowd which is a challenging number based on others in the space but it could be that it’s use as a full ABM suite is slightly limited, perhaps.
PathFactory, a new and exciting proposition which can be used without heavy CRM integrations. Main focus lies around Content Insight and Content Activation, essentially telling you people how they engage and delivering the right educational content, at the right-time for the buyer. Definitely in the content experiences space than full campaign / outbound ABM. It will help you ditch “passive” content delivery and improve your marketing impact in a measurable driven context.
There is no doubt, ABM could define what will be the “norm” in marketing — shouldn’t everything be “account based”.
Personalisation has been a buzzword for years, and the word ABM just formalises that approach, just as Marketo spearheaded the Marketing Automation revolution. ABM vendors will push the industry into the next era.
You as a marketer, need to drive efforts toward hyper-personalisation, data enrichment, contextual experiences and multi-channel touch-points. ABM can deliver this for you. The real enabler for your success as a marketer will be to pick the tool that provides the greatest data and predictive analytics, so that it is super clear how to tie spend to outcomes, which is what most marketers crave.
Start thinking about ABM but the most important aspect of success is how it embeds into your existing workflows and does not overcomplicate your already (I’d imagine) tech processes, campaigns and reporting mechanisms.
If you get it right and implement ABM with the right tech, could see you deliver exponential results.
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