ABM or account-based marketing, realigns sales and marketing departments away from spray and pray lead generation and general branding strategies. ABM platforms help in identifying high quality target accounts before implementing a custom marketing and sales aligned strategy to win them.
ABM platforms help you:
- Identify and Nurture highly qualifed leads
- Increase customer lifetime value
- Craft personalized buying journeys, and
- Build future opportunities
ABM platforms can act as unified system that aligns the sales and marketing teams in order to achieve larger company goals. A business can exploit the software to generate new leads, nurture the existing ones and create promising or precision account lists to enhance sales performance. Many of today’s leading ABM tools can be integrated with existing marketing automation platforms like your other CRM software.
A few top ABM platforms that have been making a mark since the start of 2021
ABM has become extremely important for B2B marketers because it helps in measuring and improving marketing efforts. Platforms like Demandbase help deliver personalized online ads to specific individuals at specific companies across the globe.
Demandbase recently acquired InsideView and technographics start-up DemandMatrix to expand its go-to market cloud portfolio.
Put the power of AI, Big data and machine learning to level up your game 6sense helps you achieve predictable revenue growth and stay ahead of the competition. 6Sense helps you uncover different buying behaviors, prioritizes accounts for marketing and sales and facilitates interaction with resistant buyers and encourages them with multi-touch and multi-channel campaigns.
6Sense raised $125 million in Series D Funding to increase its overall valuation to $2.1 billion in 2021. It’s AI and big data architecture sets the platform apart from many other existing sales and marketing technologies.
Triblio offers a unified platform combining capabilities of account-based advertising, sales activation, and web personalization to orchestrate campaigns across multiple channels. Used by brands like Atos, JDA and Nasdaq scale 1:1, account targeting to grow awareness, pipeline and engagement within their target accounts is simplified. The ABM platform Tribilio has received 3 CODiE awards for 3 years in a row.
Account-based digital discovery just got easier with RollWorks. It helps you prioritize and economize with latest ABM capabilities. RollWorks works very well when a business wishes to turn a prospect into a long-term customer. This platform does more than just serving an ad. Their ABM platform is powered by Big data and Machine learning, which helps businesses to do it all. Identification, Engagement and effective Measurement is simplified with RollWorks.
Marketo Engage is a powerful yet simple marketing software meant for fast-growing companies and global enterprises alike. The software’s suite includes a robust and integrated solution for social marketing automation, helping with delivering more campaigns, streamlining various marketing processes, generating more leads and improving revenues. Today, Marketo helps thousands of companies across the world to turn marketing from a cost centre to a fruitful revenue generator function.
Empower your marketing strategy with Terminus, which is an all-inclusive account-based marketing platform serving as your end-to-end command centre to target the right accounts with dynamic data, activating sales by segregating signals for noise, engage the prospects with multi-channel campaigns, and accurately reporting on the revenues that matter the most. Terminus has everything that your go-to marketer needs from an ABM software.
Read More: Why Does Every Sales Team Need A CRM?
The platform has been on the top ABM lists since 2021 due to major product developments. In January 2021, Outreach and Terminus joined hands to bring sales and marketing closer. The platform’s February release enhanced ad experiences, offered powerful chat playbooks and a live view of any prospect on the website. In April, Terminus launched Next-Gen Audience, Reporting & ROI Integration with LinkedIn marketing solutions.
Choosing an account-based marketing platform is a crucial part of your ABM strategy. Exploring the top features that you need to drive you ABM efforts is key to making a smarter decision.