What are Account-Based Marketing Platforms?

Introduction

Account-based marketing (ABM) platforms realign sales and marketing units away from general lead generation and branding strategies by empowering them to determine quality target accounts to deploy a personalized marketing strategy. ABM software provides features to automate and decrease the time-consuming process of identifying leads and utilizing appropriate resources to nurture promising accounts. With this solution, you can produce qualified leads, develop personalized purchasing journeys, boost customer lifetime value, and create more opportunities for in-pipeline accounts. ABM enables you to merge prospect information with real-time consumer experience technologies to implement account-based marketing tactics. This empowers enterprises to align sales and marketing teams with the organization’s goals.

ABM software can be leveraged to gain new accounts, nurture promising and existing accounts, and grow and expand enterprise accounts. Top ABM solutions can integrate with third-party marketing and sales tools like marketing automation and CRM applications to help you effectively target and focus on communications with important accounts.

Features of Account-Based Marketing Platforms

Marketing Automation

Account-based marketing allows you to adopt personalized methods, but at the same time, to scale campaigns you need marketing automation functionality. ABM software offers automation features to allow you to focus on macro-level strategies. It is impossible to personalize marketing for each client if you have numerous customers. Therefore, ABM tools allow you to deploy automated campaigns on several channels based on the activities of each lead and prospect. For instance, if a prospect looks at a content piece, an email message elaborating on the content subject is sent to them. Thus, ABM software is dynamic while permitting automation.

Marketing and Sales Alignment

In many companies, the marketing and sales units are disconnected. There needs to be seamless communication between these two teams to maintain focus on objectives. The sales team needs to provide customer feedback to the marketing squad who must remain flexible and open to altering campaign strategies. On their part, marketing should give to sales detailed info on how they acquire leads, which audiences they target, and the marketing messages.

ABM software offers features for both units to communicate and sync information. On top of that, the platform presents tools for collaboration and allows the teams to combine data to improve transparency on what actions to perform next.

Account-Based Analytics

ABM software also provides data reporting and analytics tools to track customer actions. This program tracks via multiple channels such as blog, email, social media, website, and others, to provide reports and data on which campaigns are proving to be effective.

You can link the analytics with sales figures through a CRM to provide more data and enhance marketing strategy. ABM software provides detailed and robust data including click-throughs, phone calls, time spent on page, date/day/time of replies, and more.

Advanced Personalization

You need to go beyond personalizing websites and emails with the company’s or prospect’s name. It is important to track the actions and activities of all prospects. This enables you to personalize your content, marketing messages, and channels to communicate directly with each prospect and address their specific needs.

Benefits of Account-Based Marketing Platforms

Improves Customer Acquisition

ABM software allows you to personalize and nurture key prospects and customers. It helps marketing professionals eliminate the bad leads that frustrate the sales teams. The platform empowers marketing teams by allowing them to improve the process of buyer acquisition.

Personalize Your Communications

ABM software enables marketers to deliver personalized messaging targeted at particular individual groups and not merely send blanket messages to large populations. Marketers can approach specific accounts and spend effort and time to create pertinent content which is valuable for their prospects and customers.

Speeds Up the Sales Process

Multiple parties are involved in taking the final buying decision. This tends to slow down your marketing and sales process. ABM software helps to accelerate things by allowing you to nurture the main decision maker as well as pertinent prospects so that they can make their decisions more quickly.

Delivers Clear ROI

ABM software facilitates measurable, targeted, personalized, and precise marketing. It offers the best ROI among B2B marketing strategies while reducing risk and waste. The ABM method makes it simpler to align marketing with sales for uniform marketing that expands accounts.

Saves Costs

With ABM software, you can market directly to targeted accounts, which helps to reduce expenses. You can do this by using the tools offered by social platforms to target specific companies. If you precisely know who your promising targets are, you can save a lot of money by focusing only on them.