Must-Have Tools for Account-Based Marketing Success

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

What is account-based marketing?
Before we start describing the different account-based marketing tools you should be using, attorney email list let's first talk about what it is.

Account-based marketing, or ABM for short, is when your marketing efforts are targeted at specific businesses or customers rather than casting a wide net to reach a broader audience. Unlike your typical marketing approach, account-based marketing campaigns would focus on 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 are more familiar with, and ABM is bridging that gap and will make your business more familiar to them. However, apart from making it more familiar to them, ABM will also try to create a relationship with your target audience as 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 simply familiar with.

This need for personalization comes with more work, as ABM would require more prior research and planning compared to traditional methods. Companies can achieve huge marketing success by targeting the right accounts with tailored messaging and personalized experiences.

Now that you know what ABM is, let’s jump straight into 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, Demandbase is a tool worth checking out for precisely that reason.

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

One of the vital information markers that much of its user base uses would be its ability to let you know if a target account is sending the right buyer signal for your sales team to act on accordingly. Demandbase achieves this capability by integrating with crucial 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 with using your regular ad platforms, so you know your target accounts are actually the ones receiving your ad campaign materials.

Demandbase has a steep learning curve to use and fully integrate with your other software ecosystem. So it may take some time and expert help before it becomes as seamless as possible for you and your team to use.

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

Since your B2B contact database is your most valuable feature and capability, ZoomInfo makes sure your data is as accurate as possible.

They do this through a variety of means, but they typically start by scraping millions of online sources to obtain that data. They then validate it through third-party and human validation before modifying their database.

Given this extensive and extensive contact data, it would be a more useful platform for B2B marketers looking to reach enterprise-level accounts. You can also expect a higher cost for this ABM lead generation tool.