What is account-based marketing?
Before we get into explaining the different account-based marketing tools you should be using, let's first discuss what it is.
Account-based marketing, or ABM for short, is when your marketing efforts have specific businesses or customers that you market to, rather than casting a wide net to reach a wider audience. Unlike your typical marketing approach, account-based marketing campaigns focus on these target accounts for a more precise and personalized marketing approach.
Think of it this way.
People will want to buy from a brand they are more familiar with germany mobile phone numbers database and ABM will fill that gap and make your business more familiar. However, in addition to making you more familiar to them, ABM will also aim to build a relationship with your audience because they want it to be more personal.
After all, you're more likely to trust someone you have some sort of relationship with than someone you just know.
This need for personalization also means more work, as ABM requires more upfront research and planning than traditional methods. Companies can achieve great marketing success by focusing on the right accounts with custom messaging and personalized experiences.
Now that you know what ABM is, let’s dive right into the must-have tools that will help you with 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, Demandbase is a valuable tool for that very reason.
It has everything you need to help you get to know your accounts better, while also keeping track of different segments within them. This way, you can measure and monitor it all in one platform for anyone who needs it.
One of the vital markers of information that most of the user base uses will be the ability to let you know if a target account is sending the right buyer signal for your sales team to take action. Demandbase achieves this capability by integrating with major intent data providers, especially in the B2B or business-to-business scene.
The platform also supports more targeted ad campaigns that you might need help doing with your regular ad platforms, so you know your target accounts are the ones that are actually receiving your ad campaign materials.
There is a steep learning curve to using Demandbase and fully integrating it with your other software ecosystem, so it may take some time and expert help to make it as seamless as possible for you and your team.
#2. ZoomInfo
ZoomInfo is a great tool if you’re currently focusing on your in-house lead generation efforts. What’s great about ZoomInfo is that it provides you with critical pieces of marketing intelligence, especially a database of B2B contact information, which is perfect for enterprise-level marketing efforts.
Since the B2B contact database is its most valuable feature and capability, ZoomInfo ensures that its data is as accurate as possible.
They do this in different ways, but they typically start by scraping millions of online sources to obtain such data. They then verify it through third-party and human verification before modifying their database.
Given this extensive and abundant contact data, this will be a more useful platform for B2B marketers looking to reach enterprise-level accounts. You can also expect a higher cost for this lead generation ABM tool.
#3.Terminus
Terminus - a trusted ABM platform
Source: Terminus
If you want an ABM platform that meets most of your ABM needs, Terminus has been a trusted choice for many. It will help you with your ABM throughout its entire lifecycle, so you don’t have to switch platforms and software every time you change the stage of your marketing campaign.
The great thing about Terminus is how personal you can get your ad campaign to the point where you can actually close your ads to a target account specifically. The ability to be so granular and precise with your ads works for your accounts and you, as you won’t be spending your ad budget on accounts you don’t want to advertise on (yet).
Terminus aims to serve you as a marketer to acquire and retain your customers.
#4. 6Sense RevenueAI
There are many AI tools that marketers have incorporated into their arsenal these days, such as AI SEO tools or AI writing tools. One such AI tool that can be a valuable addition to your ABM approach would be 6Sense Revenue AI.
Where 6Sense Revenue AI excels is in behavioral data reporting that helps your marketing and sales teams better identify purchase intent, so their approaches are more relevant and timely from your target accounts’ perspective.
One thing to keep in mind, though, is that the learning curve for this tool is significant, so expect to spend some time setting things up and learning how to maximize the tool. Using the device one-on-one will help with that.
However, once you learn the tool, it becomes much easier to get the most out of it for your ABM efforts.
