There are several types of specialized ABM software solutions. Examples include:
ABM solutions can (and should) be integrated with a CRM and/or Marketing Automation Platform (MAP) for maximum effectiveness and efficiency.
Integrations help you not only to more seamlessly reach audiences within your database, but more so the specific decision-makers within your key target accounts.
While implementing new technology is not a requirement for getting started with ABM, different softwares and integrations help you achieve a wide range of activities to accelerate and scale your overall ABM initiative. This touches the areas of lead management (e.g., lead scoring, lead nurturing), marketing automation, sales intelligence and intent data collection, content and email marketing, CRM data management, predictive analytics, and more!
But...
To gauge whether or not an ABM software or platform is right for your business, first consider how it could enhance your organization's competencies.
In particular, how would it affect the way that you:
Collects, tracks, and interprets (using AI) data about web users’ online behaviour (GDPR compliant) from its network of partners to gauge the buying intent (intent data) of different prospects and accounts.
Companies that want to use intent data to better understand their audiences, improve their content strategy and ad campaigns, and enhance the way they segment and target accounts.
Exterro subscribes to a Bombora “growth package” that includes Bombora integration with both LinkedIn and SalesForce.
Bombora is then able to consolidate information from both LinkedIn and SalesForce into a single “intelligence dashboard”, which tells Sales who their most interested accounts are on a weekly basis.
Uses AI, big data, and machine learning to deliver data on anonymous buying behavior and accounts in-market to help revenue teams generate more opportunities quicker and increase deal sizes.
B2B organizations looking to engage resistant buying teams with more personalized, multi-channel and multi-touch campaigns.
Within seven weeks of launching their first 6sense campaign, MindTickle saw over $1m in additional pipeline and has since experience 6x increase in conversion rates. 6sense provides predictive analytics and intent data across a series of dashboards.
When an account fits MindTickle’s ICP and moves into a 6sense (predicted) buying stage that marks them as “ready to make a purchase decision”, the account is considered a Marketing Qualified Account (MQA). MQAs are then populated onto a dynamic dashboard to help Sales prioritize the account.
Uses AI and automation technology to build and segment target account lists, apply predictive scoring to prospects, and generate account-level personalisation across multiple channels (e.g.,email, web, ads, mobile, events, nurtures, etc.).
Organizations that want to leverage Marketo (marketing automation) to execute account-based strategies.
With Marketo, SchoolDude runs large ABM campaigns that include up to 30 lists covering 140,000 educational institutions. The campaigns personalize content and experiences based on school name, location, size, email addresses, domain names, and known lead profile data such as job title, status, and opportunity.
SchoolDude uses Marketo Real-Time Personalization to entice prospects to complete specific activities: adopt new products, register for demos and events, etc. In adopting this strategy, they’ve increased average session duration by 394% and average pages per session by 405%.
Lets revenue teams develop and analyse micro-targeted audiences, which Folloze pulls from 1st and 3rd party data and powers with AI, and offers a no-code designer for users to easily create content boards for them in just a few minutes.
Organizations that want to improve the way they segment and analyse audiences, deploy ABM campaigns globally, and develop adaptive and micro-targeted content within a single platform.
ABM is a key component and driver of FireEye’s overall go-to-market efforts. It builds a whole new level of partnership with sales that marketing never had before.
With Folloze ABM program, FireEye achieves 5x more engagement and pipeline and get to 20x more C-level people, compared the performance of the rest of their marketing team/efforts. Specifically, FireEye builds unique content and omni-channel experiences (e.g., Folloze ‘content boards’) for each of their customers.
They also leverage Folloze’s deep data integration with other platforms (e.g., marketing automation and CRM systems) to continually analyse their results.
What started as a content hub / resource centre builder is now an end-to-end content experience platform that helps organizations upload, edit, publish, organise, display (e.g., on microsites), and analyse their content in a single space.
Customer-facing teams looking for a content experience platform that helps centralise and organize content, as well as to better distribute and analyse content experiences to audiences at every stage of the buyer journey.
With the help of Uberflip, Degreed generates $3.4M in pipeline in three months with only USD 40,000 spent on campaign efforts. Degreed targets specific accounts with general messaging on ads served on LinkedIn or Terminus, then driving accounts to an Uberflip destination where they could self-select the pain point that resonated best with them and choose to read more content associated with that pain point.
Allows teams to develop highly visual, responsive, and interactive (e.g., polls, videos, audio, form fill-outs, etc.) pieces of content in specific Turtl-doc-formats, which are designed based on the science of how humans like to read and engage with content.
Brands that want to elevate the look, feel, and conversation rates of their content, as well as to analyze the digital “body language” and demographics (e.g., unique readers, reads, links clicked, time spent on pages, average read times, geographic location) of their audiences in a single platform.
With Turtl, Cisco achieves 7x more engagement at 10% less cost, and also reduces content production time by weeks, if not months in some cases. Within one year, Turtl is now used globally by 24 different Cisco teams in over a dozen countries and languages. Overall, Cisco uses Turtl to lower the cost of content creation, reduce production time, dynamically update existing content, streamline brand consistency across teams and geos, and get insights into audience behaviour and demographics.
