Account Based Marketing: A quick guide to top tools

Five ABM tools to choose from

Account Based Marketing (ABM) is a marketing strategy that focuses on engaging a specific group of target accounts rather than going after everything under the sun. This results in a better use of resources, but at the same time adds a layer of complexity to an already hard task, which means it’s paramount to leverage the right tools to help you achieve your goals.

In this blog post we’ll give a quick overview, and list, in no particular order, a few tools that can help you achieve your goals. Some might be new to you, and some may be ones that you are already using but were not aware could be used for ABM.

This list aims to help you decide which tool is a good fit for you based on several dimensions like budget, capabilities, features, and your specific requirements. It’s quite important to make an informed decision when choosing an ABM tool or suite, as having to switch from one tool to another due to the one you chose not being able to meet your needs or being just generally a bad fit, usually is a high-friction, lengthy, and expensive process that can bring your workflow to a standstill and disrupt your strategy.

Terminus

Terminus is a comprehensive ABM platform that empowers marketers to identify, target, and engage key accounts. Start to finish, this can help you develop and execute your strategy, from assisting you with defining your ICP, finding targets and executing your campaigns.

Terminus Features

• Account Targeting
• Advertising and Promotion
• Account-Based Analytics
• Integration with CRM Systems
• Intent Data
• Account-Based Email Marketing
• Account-Based Web Personalization
• Sales Alignment
• Orchestration and Workflows
• ABM Measurement and Reporting

Terminus Pros

• Robust Advertising Platform
• Seamless Integration
• Rich Analytics
• Intent Data Integration

Terminus Cons

• Pricing might be a bit high
• Powerful but complex, there’s a learning curve

Demandbase

Demandbase has been a strong player for a while now, and with the implementation of new AI-assisted features, and the recent acquisition of Engagio, another powerful competitor, it just got even better.

The strong point of this tool is providing real-time insights and personalized experiences for your targets. It can even coordinate the steps of an outbound email campaign with an ad campaign, this moves the personalization dial to 11, it’s one-to-one ABM at its finest.

Demandbase Features

• Account Identification
• Ad Targeting
• Real-Time Intent Data
• Integration with CRM Systems
• Hyper-Personalization
• Account-Based Web Personalization
• Strong Analytics
• Multi-Channel Advertising
• Orchestration and Workflows
• Baked-in Retargeting tools

Demandbase Pros

• AI-Driven ABM
• Real-Time Insights
• Multi-Channel Advertising
• CRM Integration

Demandbase Cons

• Pricing is a barrier for small to medium businesses
• Implementation takes a while so it’s more of a long term investment

6sense

6sense leverages predictive analytics and AI to identify and prioritize target accounts. By analyzing intent signals and buyer behavior, 6sense helps you understand the buyer's journey and deliver personalized content at the right time. The platform's account-based orchestration capabilities contribute to a cohesive and effective ABM strategy.

6sense Features

• Personalized Content Delivery
• Predictive Analytics
• Account-Based Orchestration
• Buyer's Journey Insights
• CRM Integration
• ROI Measurement
• Dynamic Segmentation
• Dynamic Landing Pages
• Great Tracking

6sense Pros

• AI-powered lead scoring
• Multi-channel capabilities
• Reasonable pricing
• Setting up integrations is a breeze

6sense Cons

• Complex, there’s a steep learning curve
• Takes a while to implement

HubSpot

HubSpot is an all-in-one platform known for inbound marketing, sales, and customer service. While it's traditionally associated with inbound strategies, HubSpot supports Account-Based Marketing (ABM) by offering tools for personalized communication, CRM integration, and marketing automation.

Its features, including contact management, targeted content creation, and seamless alignment with sales, make it a versatile choice for organizations aiming to implement both inbound and ABM strategies effectively.

HubSpot Features

• Solid Contact Management
• Clear Lead Scoring System
• Handy Automations
• Integration with Most Martech Systems
• Social Media Monitoring
• Sales Hub Integration
• Solid Analytics and Reporting
• Detailed Tracking

HubSpot Pros

• Very easy to use
• Makes the cooperation between sales and marketing very fluid
• Pricing is very flexible

HubSpot Cons

• Outbound functionality is a bit limited
• Training on the use of the platform may be lengthy for some teams

Kwanzoo

Kwanzoo focuses on account-based display advertising, enabling marketers to create personalized ad experiences for target accounts. The platform offers dynamic display ads, interactive content, and account-level analytics. It focuses on simplifying and unifying your sales pipeline.

Kwanzoo Features

• Clear Prospect Identification
• Very Targeted
• Multiple Buy Signals Available
• Intent Data
• Built-in Data Warehouse
• Integration with other Marketing Platforms
• Focus on 1:1 Campaigns

Kwanzoo Pros

• Saves time by identifying the actual buyer in a company
• Great enabler of sales and marketing synergy
• Multi-channel advertising
• Big focus on reporting and actionables

Kwanzoo Cons

• Too much of a focused approach might be a limiter for more expansive strategies
• Training on the use of the platform may be lengthy for some teams

Embracing the power of ABM tools, whether through specialized platforms like the ones listed here, or integrating features from versatile solutions like HubSpot or Salesforce, is a strategic imperative for businesses aiming to forge stronger, more personalized connections with key accounts, and increase the efficiency of their marketing function.

Choosing the right tool can have a big impact on your ABM program

As the landscape of B2B marketing continues to evolve, leveraging the capabilities of ABM tools not only enhances engagement, but also positions businesses for sustainable growth by fostering meaningful relationships with their most valuable clients.

The key lies in understanding the specific requirements of your organization, selecting the right tools, and continually adapting your strategy to meet the dynamic demands of the market. With ABM tools in your arsenal, you can navigate the intricacies of modern marketing, making each interaction count in the pursuit of long-term success.