Account Based Marketing or (ABM) is a common industry strategy. In layman’s terms, it is a more refined way of targeted marketing. Almost 70% of marketers are currently using ABM methods to boost outcomes, ABM has been ranked as one of the top 5 most preferred marketing tactics. 90% of companies agree that their marketing campaigns are focused more on ABM tactics, especially in the B2B sector.
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Of the several reasons to adopt ABM, the primary benefits from Account-based marketing are:
- Improved customer acquisition – 77% of customers agreed that they are more inclined to trust a business if the approach was more specific to them. ABM can drive higher customer acquisition rates. SEO and other ABM methods have proven to drive 1000% more traffic.
- Lead generation – By using ABM leads or identifying potential customers who are in need of the services and products that your company serves it is easier to approach prospects
- Higher ROI rates – The cost efficiency of ABM methods coupled with the high retention and acquisition rates ultimately increase the return on investments.
- Cost & labor efficiency – Instead of diverging a generalized approach to a larger population, a targeted approach through ABM reduces loss of time, energy, and company budgets and funds.
- Shorter and better yielding sales cycles – Marketing tactics backed up by insights, statistics, and data are only proven to be more efficient and less time-consuming, resulting in quicker and more successful sales cycles.
- Better customer retention rates – Customers are more likely to stay loyal to a company that delivers personalized experiences, which is achieved by ABM.
- Client insights and data accumulation – Data-driven marketing and business decisions have better chances of success and are more refined than a blind generalized approach. ABM helps collect data that can be propelled in campaigns, ultimately uplifting the company.
- Sales and marketing cohesion – The amount of effort and time put into marketing needs to be in synchronization with the number of sales achieved.
- Better customer/user/client experience – Personalization has been ranked as the #1 most efficient and most used tactic by email marketers. 99% of marketers assure that personalization helps advance customer relations.
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Top tools that make ABM easier
The best ways to get started with ABM is to have a distinct plan of target acquisition, content creation and curation, customer personas and profile distinctions, customer and potential customer data collections. There are several tools designed to aid marketers, especially in creating data-driven campaigns and creating personalized customer experiences. Some of the leading tools for ABM are: –
1. Hubspot – Provides an all-inclusive experience with easy team collaboration and management.
Features – Analytics, performance tracking, AI-powered targeting, dashboard library, enhanced salesforce sync
2. Marketo – Has marketing plans and consultations services to assist the company throughout the ABM process.
Features – Reporting and insights, learning subscriptions, pricing schemes, marketing automation, lead management
3. Triblio – Focuses on account targeting, sales, and pipeline growth with end-to-end assistance and data.
Features – Analytics, content curation, conversion and personalization tools, consultations, and solutions.
4. 6sense – Issues assistance and data in easy to access and understand formats.
Features – Dark funnel schemes, AI predictions, dynamic segmentation, sales intelligence, dashboard representations.
5. Leadfeeder – This is focused on the specific task of lead generation, tracking, and segmentation. They collaborate with several top brands to produce quality leads that are specific to your company.
Features – Lead generation, website tracking, sales prospecting, target account monitoring, customer persona generation, account listings.
6. Terminus – This is a multi-channel ABM platform that issues data collection, analytics generation, and targeting services.
Features – Targeted display advertising, conversational marketing, retargeting, contextual advertising, ROI calculator, web personalization.
7. Leandata – Routing, matching, and engagement are the three primary products offered for ABM assistance.
Features – Engagement analytics, unified analytics and datasheet production, sales development, demand generation.
8. Oracle DataFox – Oracle offers multitudes of services in link with DataFox series like supplier intelligence, ABM, CRM, and ERP through fusion.
Features – TAM, prospecting, CRM database, data management and creation, account scoring models, AI-based data, cloud learning, analysts report.
9. AdDaptive – The ABM and analytics platform enforces B2B marketers with data, insights, analytics, and consultations.
Features – Audience extension, B2B targeting, ABM.
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There are not many norms in what tools to go with for ABM. There are several more tools out there delivering specific services that can be useful for your company, while some tools deliver an overall inclusive approach to ABM. Choosing and implementing the right strategies is crucial. Pick a tool based on their core offering, their readiness to offer 24/7 support, recent investment rounds and features that they offer as well as pricing plans: all of this should suit your own brand’s needs and budgets.
Beyond having access to too much data or assistance from professionals, the proper channelling and execution of ABM strategies are what will achieve the desired outcome.
