Today’s account-based marketing simply can’t do without a set of intelligent and reliable martech. It helps to simultaneously automate ABM campaigns, scale them up, track KPIs, and measure the overall impact.
That said, marketing teams must use ABM tools purposefully. So let’s find out what types of ABM software b2b companies should include in their tech stack and why.
Practical Benefits of ABM Software
Using technology in account-based marketing allows specialists to identify and reach the most qualified prospects without lengthy lead scoring and get right to nurturing them. Moreover, these tools ensure data accuracy and lightning-quick access to it.
The following benefits of ABM tools use are the most crucial.
Improved Understanding of ICP
ABM tool users can research and identify accounts that match their ideal customer profile. Such identification greatly benefits the persona-focused strategy you already have. Additionally, it allows you to source customer data to identify target accounts for brand-new go-to-market strategy.
Account-Level Personalization
Martech tools can mine people-level data to provide you with unique intent attributes. Once you append these data points to your target audience, you’ll manage to create more personalized offers and content.
Account-Level Analytics
ABM platforms visualize crucial KPIs of digital marketing campaigns, making them trackable and measurable. Users typically assess the overall outcome from closed-loop reporting. Account-level analytics helps specialists instantly assess the conversion rate, engagement, cost per lead, and more.
Alignment Between Marketing and Sales
Customer success in the b2b space heavily relies on mutual support between sales and marketing teams. ABM tools allow team members to sync their communication and share data on high-value prospects they should primarily focus on.
Types of Martech Software to Empower ABM Efforts
The complexity and breadth of b2b data demands flexible and case-specific tools. There are three general types of software for sales and marketing teams to run data-driven ABM campaigns.
Predictive Analytics Tools
This type of software helps account-based marketers identify their Ideal Customer Profile and map targeting criteria based on existing customer data. Predictive analytics services are often called “sales intelligence” as they recognize CRM customer profile patterns to pull out the relevant records from third-party providers. Such a b2b data provider could be a public business catalog, Facebook or LinkedIn ad network, or other sources.
Salespeople and marketers primarily use predictive analytics tools to build lists of qualified prospects. In such a way, they go beyond nurturing leads from CRM databases and channel ICP marketing efforts into outbound channels.
Predictive marketing software primarily recognizes firmographic criteria, such as:
- Location
- Industry type
- Headcount
- Revenue
- Technology use
Advertising Automation Tools
Account-based marketing puts personalized advertising and retargeting first. That said, automation tools for ABM can help evenly increase awareness for your entire target audience or generate leads from its particular segment.
Advertising automation platforms typically provide such features as:
- audience list management
- audience segmentation
- audience exports to ad network accounts
- performance tracking and reporting on ad campaign results.
Marketing Automation Tools
Marketing automation platforms are operational hubs digital marketers use to manage all campaigns. Some of these products are CRMs themselves (HubSpot, SalesForce), whereas others can integrate with CRMs.
The coherence between sales and marketing data matters regarding sales follow-up on prospects. That’s exactly what marketing automation platforms serve.
The operational capabilities of such platforms allow b2b companies to run and scale up full-fledged multi-channel marketing. Suppose you use CRM records to personalize sales emails as a part of your regular ABM practice. Leveraging data from third-party resources like Facebook Lead Ads can help you build customized audiences to expand your email campaign reach.
How Data Enrichment Empowers ABM with Third-Party Data
The whole point of account-based marketing is to align sales and marketing. About 82% of respondents from SimilarWeb’s survey admit it. Therefore, to build a viable and growth-oriented ABM engine, business teams should pick the best ABM tools available and interconnect the data flows between them.
Using data enrichment capabilities of ad targeting platforms like Primer is a sure way to achieve that.
Primer as a Comprehensive B2B Data Orchestration Platform
Primer pulls together customer data from your CRM of choice (HubSpot, SalesForce, etc.) and 12+ compliant b2b data providers to append extra data points to existing records.
Eventually, you get enriched audiences for every paid ad channel. These allow you to unlock up to 70-90% match rates on LinkedIn, Facebook, and Google Ads.
Moreover, you can export enriched datasets back to your CRM or use them in email or direct mail automation platforms. All in all, Primer allows b2b marketers to fulfill the massive potential of multi-channel marketing.
