12 Must-Have Tools for Account-Based Marketing Success

For any marketer who wants a more personalized approach, account-based marketing campaigns are the best approach. If you’re the same and are looking for robust tools to use for a more successful ABM campaign, then consider these ABM tools that you can add to your marketing (and sales) toolbelt.

What is account-based marketing?

Before we start describing the different account-based marketing tools that you should use, let’s first discuss what it is.

Account-based marketing, or ABM for short, is when your marketing efforts have particular businesses or customers you're marketing to rather than casting a wide net to reach a larger audience. Unlike your typical marketing approach, account-based marketing campaigns would center around these target accounts for a more precise and personalized marketing approach.

Think of it this way.

People would want to buy from a brand that they’re more familiar with, and ABM is bridging that gap and will make your business more familiar. However, aside from just making you more familiar with them, ABM will also aim to create a relationship with your target audience since they want it to be more personal.

After all, you’ll trust someone you have a relationship with in some way more than someone you’re just familiar with.

With this need for personalization comes more work, as ABM would require more upfront research and planning compared to traditional methods. Companies can succeed tremendously in marketing by focusing on the proper accounts with tailored messaging and personalized experiences.

Now that you know what ABM is, let’s go straight to the must-have tools that will help you in your ABM approach.

#1. Demandbase

If you’re looking for a reliable account-based marketing platform that can also be useful for your sales teams, then Demandbase is a worthy tool for just that reason.

It has everything you need to help you get to know your accounts better while keeping track of the different segments within them. That way, you can measure and observe them all in one platform for everyone who needs it.

One of the vital information markers that a lot of its user base uses would be its ability to let you know whether a target account is sending the right buyer signal for your sales team to act on. Demandbase does this ability by integrating with crucial intent data providers, especially in the B2B or business-to-business scene.

The platform also supports more targeted advertising campaigns that you might need help to do with your usual advertising platforms—that way, you know that your target accounts are genuinely the ones receiving your ad campaign materials.

Demandbase has a steep learning curve to use and fully integrate with your other software ecosystem. Therefore, it might take some time and expert help before using it is as seamless as possible for you and your team.

#2. ZoomInfo

ZoomInfo is an excellent tool if you’re concentrating on your lead-generation efforts for the company right now. What ZoomInfo is great for is that it provides you with critical pieces of marketing intelligence, particularly its database of B2B contact information that is perfect for enterprise-level marketing efforts.

Since its B2B contact database is its most prized feature and ability, ZoomInfo ensures that its data is as accurate as possible.

They do this through different means, but they usually start by scraping millions of online sources to get such data. Then, they validate that through third-party and human validation before changing their database.

Given this thorough and numerous contact data, this would be a more helpful platform for B2B marketers who want to reach out to enterprise-level accounts. You can also expect a higher cost for this lead-generation ABM tool.

#3. Terminus

Source: Terminus

If you want an ABM platform that covers many of your ABM needs, then Terminus has been a reliable choice for many. It will help you with your ABM for the entire lifecycle so that you don’t have to switch platforms and software every time you change the phase of your marketing campaign.

What’s excellent about Terminus is how much you can personalize your advertising campaign to the point where you can even turn off your ads specifically to one target account. This ability to be as detailed and minute with your advertising is convenient for your accounts and you since you won’t be spending your ad budget on accounts you don’t want to serve ads to (yet).

Terminus aims to service you as a marketer for acquiring your clients and retaining them.

#4. 6Sense RevenueAI

There are many AI tools out there these days that marketers are incorporating into their arsenal, such as AI SEO tools or AI writing tools. One such AI tool that might be a worthwhile addition to your ABM approach would be 6Sense Revenue AI.

Where 6Sense Revenue AI thrives is through its behavioral data reporting that helps your marketing and sales teams identify buying intent better. That way, their approaches would feel more appropriate and timely from the perspective of your target accounts.

One thing to note, though, is that the learning curve of this tool is considerable, so expect to spend some time setting things up and learning how to maximize the tool. Some one-on-one use with the device should help on that end.

However, once you know the tool, it becomes much easier to make the most of it for your ABM efforts.

#5. RollWorks

Source: Rollworks

Another reliable ABM platform would be RollWorks, which many users have mentioned in their reviews is a great entry-level platform if it’s your company’s first time delving into ABM.

If you want a more thorough approach to segmenting your target accounts, which is at the core of many excellent ABM approaches, then RollWorks can help you.

Other abilities that it can give you would be the following:

• personal content delivery

• engagement ability with target accounts

• Sales and marketing coordination

• active B2B sales or marketing approach

  These are just a few benefits and features that RollWorks can provide your team for your ABM efforts.

#6. Leadfeeder

Source: Leadfeeder

Outreach is a significant part of your ABM campaigns, so looking for a tool that boosts explicitly your lead outreach is worthwhile. One such tool worth trying for that very reason would be Leadfeeder.

If you have a business website with some good traffic that doesn’t end up becoming prospects or leads, then Leadfeeder can help. It can help track the website activity of particular users so that you can see if they are worthwhile prospects to pursue.

You can use that information to supplement other lead outreach efforts, like your cold email outreach, with more targeted approaches. You’ll have a better idea of which direction would work best based on the online behavior of your website visitors.

#7. HubSpot

Source: Hubspot

One of the industry leaders when it comes to ABM platforms that you know about already is HubSpot. Given their fantastic library of tools and resources, any marketer would be aware of HubSpot.

HubSpot has a lot of tools, but they’re mostly famous for their customer relationship management or CRM tools. They even have ABM-specific software that aims to unite the efforts of your sales and marketing team together in one place.

Also, since HubSpot is a market leader already in the world of software for marketing teams, you’ll find it easy to integrate other software or tools your marketing team is using.

#8. LinkedIn Sales Navigator

Source: LinkedIn

Speaking of market leaders, LinkedIn is the go-to platform for professionals worldwide, so investing in its Sales Navigator is a worthwhile consideration for your ABM campaign. Since LinkedIn is an excellent B2B platform, using the Sales Navigator is also a great tool to supplement your B2B content marketing efforts.

LinkedIn’s Sales Navigator makes it easier to research, reach out to, and get in touch with high-value accounts or prospects.

#9. Sendoso

Source: Sendoso

Want a more personal and direct way to reach potential and current customers? Sendoso has the solution for you.

They specialize in direct mailing and sending gifts, which is excellent when you want to thank a high-value customer. That way, you can nurture and retain their business with you. It’s an empowering tool for your account managers who work on getting recurring business from previous and current clientele.

#10. Zapier

Since integrating other apps, software, and tools is one of the reasons why marketing and sales teams have a hard time adopting new software into their ecosystem, it makes sense that businesses might be looking for a handy platform that makes that easier. For that problem, Zapier has the solution.

They aim to make it easier for you and your teams to use as many apps and software as possible in one ecosystem. That way, the workflow is truly as automated as possible, and everyone can work seamlessly from one tool to another.

#11. Reachdesk

Source: Reachdesk

Another tool that helps your marketing and sales team reach out to target accounts not just through digital means but even through direct mail would be Reachdesk.

Aside from the ability to build stronger customer relationships, it also helps that Reachdesk seamlessly integrates with some of the most popular marketing tools out there. Therefore, it won’t become a hiccup in your marketing process.

#12. Triblio

Source: Triblio

Another ABM platform that can also be worth trying would be Triblio.

It’s a powerful tool for when you want to get to know your prospects a lot better so that you can turn them into more qualified leads. It helps make the more anonymous audience you can reach into specific and potential target accounts for your ABM campaigns. Thus, it’s great for the initial stages of an ABM campaign.

Conclusion

These tools all can contribute to creating an ABM campaign that is easier to launch and undertake for your marketing and sales teams and that your target accounts will be more receptive to. Therefore, to get into a more ABM approach in your marketing, consider adding these tools to your arsenal.