Account-Based Marketing (ABM) is one of the hottest trends in the market right now. If you have recently become interested in ABM or if you’re trying to improve your current strategy, you could utilize tools.
How you implement various tools is such a big consideration. It can be really helpful to know that you’ve found the right one. These all depends on your strategy and your goals. To help you with the process, we have a list of the best account-based marketing tools that you can find.
What is account-based marketing?
We’d say (though we might be biased), it’s one of the coolest trends happening in the marketing industry right now. ABM is really taking the industry by storm with 60% of companies planning to launch an ABM-based campaign next year. However, with the increasing popularity, it’s still a relatively new concept to many.
ABM is a highly focused strategy that revolves around the marketing team treating every individual like its very own market. For instance, the marketing team creates content, campaigns, and events dedicated to one account, rather than to the industry as a whole.
ABM isn’t made to replace your existing marketing practices, but rather to work alongside them – almost like a supplement.
Let’s take a look into these useful tools that can help you with your ABM efforts:
1. Adobe Campaign
Old but gold – the best way to describe Adobe Campaign. Not only has it been around for a while (which adds credibility), but it adds new additions and updates, too. This means that when new trends appear in the ABM world, Adobe Campaign is still a great tool to use.
Adobe Campaign offers helpful tools like campaign creations for desktop and mobile, email campaigns, marketing projects, and final goal fulfillment. We’d say it’s not the easiest tool to use – it’s definitely for avid ABM marketers or those who have used it for a while. However, once you get the hang of it and learn all its hacks, it will prove to be a really great tool. It comes with extensive features that will help pull your marketing strategy off the ground.
2. ListenLoop
ListenLoop is an incredible tool that could be your savior for ABM marketing. It’s an incredible tool that comes with an array of wonderful features – making it easy for you to launch an ABM campaign.
We’d say anybody from beginners to experts can make the most of ListenLoop. It just makes everything so simple and straightforward. All you have to do is choose key accounts, choose job titles and then launch your campaign.
ListenLoop has a whole range of benefits. With this handy tool, you can warm-up target accounts, while also being able to focus on the accounts that deliver the best conversion rates, deal size and value. If you’re looking for a way to shine out from the crowd, ListenLoop will help you achieve this goal. It’s definitely a tool worth trying out. They even offer a free trial so you could test if it’s the right fit for you.
3. Tribilo
Tribilio is another tool that helps you create ABM campaigns. It is always useful to have a tool like this to help you ensure that everything is running smoothly and that you are achieving all your goals.
Tribilo helps you with customized messaging, content, product interest, and much more. This tool has a really great reception and only positives have been spoken about it. They claim to be able to engage content from 1 to 10,000 accounts – a bold claim, but one they genuinely seem to live up to.
Tribilo is great with sales – with account buying signals. It uses analytics and ABM techniques to ensure that you make the most of the tool. Many have claimed to have 3 times more conversions with the use of Tribilo.
4. Engagio
Engagio is a platform/tool that has it all. If you’re looking for an all-encompassing ABM tool, this could be the top choice for you. It can really elevate your marketing efforts and create effective ABM campaigns. Engagio will help with everything from reviewing project performances and crafting lead-based marketing strategies.
With most full-stacked platforms, you won’t get a specialized section dedicated to ABM. However, Engagio has been specially designed for ABM users, eliminating any general feature that other tools may have.
Obviously, this is a wonderful platform and is especially wonderful for those looking for a jack of all trades tool. Engagio prides itself on being able to understand, act, and measure – 3 elements that you may find difficult with ABM marketing. Many B2B marketers choose Engagio as their ABM tool of choice. It’s not hard to see why either.
5. Uberflip
Perhaps one of the most interesting tools in the game, purely because of its focus on “content experiences.” This is mainly for targeting prospects and it helps you deliver content correctly – for your ABM campaigns.
This tool revolves around companies delivering the best content, at the right time, in the right place. For instance, the right part in the buying process – something that can be hard to decipher without help from a tool.
One of the most exciting additions of UberFlip is the AI component that they offer. This AI technology helps with content delivery. Though this isn’t an entirely new concept, it’s great to see.
Lastly, the integration of email and content sharing is a wonderful addition. In the past, this was a highly manual task to complete, but the with the help of UberFlip, it has become easy and accurate. With the help of the best tools mentioned above, ABM marketing is a surefire way to gain the results that you want.
The Benefits of ABM Marketing
Now that you’ve seen all the tools, you probably have some food for thought. While you’re considering which tool is the best one for you, let’s take a look at some of the incredible benefits of ABM marketing.
It is personalized.
ABM ensures that your marketing campaigns are designed personally to specific people. ABM might not give you the large audience that you’re attempting to generate leads from, but it does give you valuable leads and connections. Sometimes, this is more important than a magnitude of people.
You don’t waste time on marketing campaigns that don’t bring in new business. ABM ensures that your marketing efforts have a return on investment. However, it also ensures that you’re not throwing energy down the drain, trying to target resources with no business value.
Furthermore, there are now many businesses like The Word Point, where you can localize and translate your campaigns so that you can extend your reach overseas. By spending money on ABM, you’re ultimately saving money and time by picking out the marketing campaigns that are the most valuable. Think of it as an investment.
You can see the ROI.
Return on investment is also important – following up from the previous point. You might be aware of one of the greatest challenges that marketers face – associating marketing campaigns with new revenue.
By marketing to buyers that you already have a relationship with, it’s easier to see how your specific marketing campaigns have led to revenue. This gives you a clear understanding of your budget.
It improves relationships.
It’s absolutely crucial that you upkeep relationships in business. Otherwise, you might lose revenue and slow down business growth. Customer retention is absolutely essential for companies – in fact, it may be one of the most important determinants.
Customer service plays a big part in this, but ABM can also be equally important. ensuring that a customer continues to shop with you or renews their contract, is just as important.
It shortens the sales cycle.
Lead generation to a sale can, when not performed correctly, be a lengthy process. Most companies want the period between generating a new lead and creating a new sale to be minimum, but this isn’t always the case though.
ABM generates more qualified leads, which makes a sale much more likely. It also reduces leads that simply won’t turn into a customer.
Conclusion
With all the benefits of ABM, it’s time to start utilizing some of the tools that we mentioned to get you started on your ABM journey.
As a marketer, it’s time to focus your efforts on this new hyper-personalized version of campaigns. With the help from platforms and tools, it has never been easier to get stuck in ABM.
Have you read the ABM Playbook? Download and read the definitive guide to nailing your account-based marketing strategy. No fluff, just good stuff.
