Account-based marketing (ABM), also known as key account marketing, is a business-to-business strategy that approaches business marketing by treating individual customer accounts as markets.
Account-based marketing aims at building long-term relationships with prospect and customer accounts. It does this by helping companies to engage accounts with deals higher and earlier, increase the relevance of accounts, align marketing activity with account strategies, influence customers with interesting content, identifying target accounts, determining particular contacts at particular companies in a particular market, monitoring sales activities at the account level, and getting the best value out of marketing.
If your company is searching for account-based marketing solutions, here are the top six tools and software for ABM as of 2018.
1. InsideView
InsideView Technologies provides targeting, sales, and marketing intelligence software, including platforms that are used for sales, marketing, and account management. It is also used by business-to-business marketers to identify target accounts and provides data accuracy and insight for account-based marketers to better understand their field.
2. Leadfeeder
This is a website visitor tracking software that shows what prospective customers are doing when they visit your website so that you can target them and generate more sales. It does this by using your Google Analytics data, and can also integrate into your already existing email marketing tools and customer relationship management software. Some of the benefits provided by Leadfeeder are the quick and easy setup of their platform, the generation of new online sales leads, automatic accounting of information on your sales leads’ visits to your website, and providing relevant data so you know which companies to target.
3. Demandbase
Demandbase offers a centralized, comprehensive, AI-enabled, account-based marketing platform that allows you to carry out ABM easily and effectively. It also provides solutions to three major issues in account-based marketing: a solution for identifying and targeting the accounts you need to reach; a solution for engagement, optimization, and personalized experiences; and a solution for conversion so sales can personalize their approaches and close deals more quickly. Demandbase also offers some customer relationship management integrations, targeted advertising, and marketing automation.
4. LeadGenius
This platform provides you with customized business-to-business account and contact data by using both data intelligence and human research data so as to give you the highest quality data available. Some of the features of LeadGenius include the combination of natural language and machine intelligence so as to process large amounts of business data for use in marketing automation software and customer relationship management databases, making use of human research teams across forty-one countries, and quality-assured results.
5. Engagio
This tool provides orchestration for multi-channel interactions in account-based marketing. Their suite of products enables business-to-business marketers to understand prospect and customer accounts, automating actions, and keep track of the effectiveness of account-based marketing. Some of the things that Engagio’s software can help marketers with is supporting attribution reporting, account-based analytics, insight into accounts, and aggregation of data.
6. Terminus
The Terminus platform is designed to serve as a hub for all your needs and aspects of account-based marketing. It functions as a center for launching and testing targeted advertising and reporting on accounts and campaigns. It is billed as “the fastest way to kickstart account-based marketing with a unified target account database, account-based advertising, sales intelligence, and reporting.”
Account-based marketing is one of the essential aspects of running a business today. These six tools can help your company improve its account-based marketing and increase generation of leads and sales.
