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      Account-Based Marketing

      Selecting the Right ABM Platform for B2B


      Mar 07, 2023

      6 minute read

      Did you know?

      Over the last 2 years, account-based marketing has beaten EPS estimates 88% of the time and revenue estimates 100% of the time.

      It is a key B2B sales and marketing strategy engaging specific accounts that are a good fit for your product or service.

      This eliminates the need to market to unqualified leads, saving time and resources.

      It is an effective way to sell directly to prospects, build customer loyalty, and generate higher ROI.

      This blog post talks about selecting the right ABM platform and compares the top options to help you decide.

      Let’s begin!

      How ABM Differs From Traditional Lead Generation

      Traditional lead generation involves casting a big net with marketing campaigns and pulling in as many prospects as possible.

      However, this may cause you to catch unqualified leads. Account-based marketing is more like fishing with a spear to secure the right target.

      It defines a much narrower market and reaches out to them through outbound tactics. Traditional lead generation focuses on generating new leads – the more, the merrier.

      ABM not only targets new high-value accounts but also focuses on retaining the existing customer base.

      lead gen vs abm

      Selecting the Right ABM Platform

      Given the advantages of ABM, it is expected that global account-based marketing will reach $1.6 billion in value by 2027.

      However, implementation requires the use of the right tools and software.

      This is because finding the right accounts in a pool full of unqualified prospects and competing for them with other businesses is no easy feat.

      You’ll need a dedicated platform to align marketing and sales, boost account-based activities, and attract the right leads.

      Key Features to Look Out For in an ABM Platform

      Listed below are some of the must-have features for a B2B ABM tool:

      • Integration with CRM and advertising platforms
      • Account filters based on criteria
      • Analytical view of accounts
      • Real-time journey stage of accounts
      • Customer support
      • Reporting
      • Sales and marketing orchestration

      Top ABM Platforms to Choose From

      Here, we’ve compared the top 3 ABM platforms to make your decision easier:

      1. 6sense

      The platform engages in-market accounts through different ad types ranging from banners and videos to HTML5 and native ads.

      It uses a keyword-based strategy to create account lists that best fit your business and provides you with the expected campaign ROI.

      Platform Features

      • Custom DSP gives you access to inventory across thousands of publishers.
      • Integration with LinkedIn and other platforms helps enrich accounts.
      • 6sense features
      • You can use account-level targeting on Facebook for cost-efficient traffic and engagement campaigns.
      • The platform provides best-fit accounts for engagement.
      • 6sense features
      • It maintains and cleans data from other systems.
      • Customized reporting is also available.
      • 6sense features
      • Integration with different CRM platforms (such as Bambora, Salesforce, HubSpot, and Pardot) and marketing automation and advertising platforms (such as Facebook, LinkedIn, and Google Ads) ease the process of engaging shortlisted accounts on B2B platforms.

      Pros of 6Sense

      • The platform leverages AI & ML models to identify accounts that are a good fit. It predicts where these accounts are in their buying journey.
      • Segmentation and data filters help you create account lists with specific user journeys.
      • It captures accounts using both first and third-party cookies. Therefore, the chances of you missing an account are reduced.
      • The platform provides one of the most accurate account match rates in the industry and is ranked 27% higher than its closest competitor.
      • The pricing model varies according to requirements and budget.
      • A free trial is available for 2 weeks.

      Cons of 6Sense

      • The platform doesn’t have real-time account journey features.
      • Segmentation/data filters can be a little tricky and require a strong understanding of firmographics, behavioral data, and technographics.
      • Google Analytics needs to be connected for integration with Google Ads.
      • Data integrity is a question.
      • Only cloud, SaaS, and web-based support are available.

      2. Demandbase One

      This sales and marketing support platform helps discover, manage, and measure target audiences.

      It provides a mix of ABM and marketing automation and is suitable for demand generation and account nurturing.

      It is useful for insights into the account journey, overall volume, and velocity.

      Platform Features

      • The platform enables you to build an account-based foundation for revenue teams.
      • Demandbase One features
      • You can find accounts that are in-market and convert them into engaging customers.
      • The platform enables you to engage target accounts using behavioral data.
      • An analytical view is available for reporting purposes. It covers the complete journey from velocity to volume along with each journey stage.
      • Demandbase One features
      • In-built advertising features help engage accounts.
      • Demandbase One features

      Pros of Demandbase One

      • Complete data about accounts with won and no closed opportunities is available.
      • A funnel view of the account journey can be created using in-built advertising such as banners, video pre-roll, and native ads.
      • Account filters are divided into categories to ease the process of account list segmenting. It includes an account, people, opportunity, and activity filter that can be public or private.
      • Demandbase One features
      • Integration with CRM and MAS, first & third-party data (including Demandbase Intent), account scoring & prioritization, orchestration, and account-based insights for sales representatives are available.

      Cons of Demandbase One

      • The tool is more expensive than others and not flexibly priced for startups.
      • It lacks lead qualification and nurturing features.
      • Only cloud, SaaS, and web-based phone support are available.
      • No free trial or setup is available.

      3. RollWorks

      An account-based platform, it helps align marketing and sales opportunities for B2B.

      The platform scores and identifies target accounts, reaches them across multiple channels, and converts them into opportunities.

      Platform Features

      • It helps provide a score to accounts based on behavior and engagement.
      • It lays the foundation for marketing programs by identifying ideal customer profiles, selecting target accounts, and finding key contacts.
      • It can be integrated with Salesforce and other CRM software.
      • rollworks features
      • You can utilize your budget and generate revenue based on account scoring.
      • The advertising playbook contains a pre-planned campaign structure to help you reach and engage as many accounts as possible.
      • The platform gives email notifications about account activities along with the RollWorks detailed sales dashboard.

      Pros of RollWorks

      • Ingestion of data from different platforms (Pardot, Hubspot), RollWorks attributes (company revenue, industry, and size), and intent data can be carried out to create a static and dynamic ABM list. Other integrations are available to enhance account accuracy.
      • Journey stages are available.
      • It provides integration with CRM software to run cross-channel ABM campaigns.
      • Cloud, SaaS, web-based, email/help desk, phone support, and 24/7 (live representative) chat is available.

      Cons of RollWorks

      • No free setup is available for testing.
      • The lead nurturing feature is less effective as compared to other platforms.
      • There is room for improvement regarding company industry and intent targeting options.

      The Final Note

      While ABM enables you to achieve improved lead quality, every platform has its own pros and cons.

      We’re sure that this blog post has given you clarity over which one will sit right with your business and what you can expect from it.

      Looking to Scale Your Business With the Right Marketing Strategy? We Can Help.

      Our digital marketing team has enabled global clientele ranging from Fortune 500 companies to government agencies and non-profit organizations to drive growth with search, social, analytics, and conversion optimization. To know more, just drop us a line at [email protected] and we’ll take it from there.

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