Account-based marketing (ABM) is a strategy that has been popular over the past few years among B2B marketers. It is one of the smartest approaches for B2B companies of all sizes that need to reach and influence customers within an account effectively. The essence of the ABM strategy is based on your company’s objectives and the engagement needed to convert customers into clients. Businesses like yours that want to try their hands at ABM have many options; however, choosing the right ABM platform can help you achieve your business goals.
Factors to Consider When Choosing an ABM Platform
Long sales cycles, large buyer committees, and numerous marketing channels contribute to the complexity of B2B companies. Nowadays, B2B marketing professionals are tasked with executing more nuanced marketing approaches with the help of ABM platforms. However, choosing the right platform is important to bridge the internal gap between marketing, sales, and customer service departments. Here are a few factors to consider when choosing an ABM platform:
1. Gives Real-Time Access to Engagement Data
ABM has an exclusive feature, which is engagement insight, which lets marketers know when a target account is in demand. The right platform will instantly notify your team about the accounts that are experiencing increased interaction and what content will keep them engaged.
2. Tailored Features and Functionality
To optimize your account-based campaigns, it is vital to assess the features and functionalities that each ABM platform provides. Considering the capabilities you require, such as personalized content, email automation, campaign management, etc., you should ensure that the chosen platform is aligned with your campaign goals. This allows you to execute target strategies efficiently, and with the help of a user-friendly interface and support, anyone from your company can easily use the platform when needed.
3. Integration Capabilities
Considering marketing technology and the SAP software stack are already within your organizations, opting for ABM platforms can seamlessly integrate with your existing tools and systems. This compatibility and integration ensure smooth data flow and streamline processes with better efficiency and effectiveness in operations.
4. Works for All Teams
To successfully implement an ABM program in your organization, every team member should have an equal part in understanding and creating better engagement in particular accounts at all times.
In the competitive market, there are plenty of ABM platforms out there and too many features to choose from; however, we made it easy for you by selecting the top tools to guide your buying process.
Top Three ABM Platforms for Your B2B Business
Here is a detailed list of the top three ABM platforms you can choose from:
1. Terminus ABM Platform
The first ABM platform on our list is for those marketers who are seeking features like targeting the appropriate account, separating signals from noise, activating sales, and presenting crucial revenue outcomes. In this scenario, Terminus ABM can be considered a leading platform that can aid you in creating customer-rated accounts that complete the command center and organize various channels in a campaign.
2. HubSpot ABM Software
HubSpot is one of the most popular ABM tools used by online markets for inbound marketing and has a rich database of marketing resources. This ABM software provides a modern style of marketing that helps you generate more traffic, conversions, and engagement.
3. Madison Logic
Last but not least, we have Madison Logic, which is another ABM platform most preferred by B2B marketers. The software uses third-party data to identify high-value accounts based on information, demographics, technographics, and firmographics. Then the software prioritizes the accounts that are more likely to be converted into clients.
Conclusion
In the multifaceted world of ABM platforms, selecting the right software can be a challenging task for companies. Most B2B businesses seek out ABM products that fit their budget and have specific features. Thus, the right ABM platform can increase your leads, and conversions, secure a high-value sales pipeline, and increase your market share.
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