In today’s market, companies are constantly on the lookout for new and innovative ways to drive growth and revenue. One such strategy that has gained significant traction in recent years is account-based marketing (ABM), a highly targeted approach that involves focusing on high-value accounts and tailoring marketing efforts specifically for them.
To implement an effective ABM strategy, you need access to powerful account-based marketing platforms. ABM tools enable you to identify and prioritize key accounts, create personalized messaging and content, and measure the success of your campaigns.
According to research, 97% of marketers who use ABM report that it delivers a higher return on investment (ROI) than other marketing initiatives. That”s pretty impressive, right?
So, if you want to achieve unprecedented success for your business, it’s time to invest in account-based marketing tools. Check out the benefits and the best ABM platforms for 2023 to help you maximize the impact of your marketing campaigns.
What Is an ABM Platform?
An account-based marketing platform is your secret weapon when it comes to B2B marketing—it’s a comprehensive tool designed to help marketers and sales execute and manage their ABM campaigns more effectively.
An ABM platform provides a range of features and capabilities, including account selection and targeting; personalized messaging and content creation; and campaign measurement and optimization.
With ABM platforms, you can select and target key accounts more precisely, making it easier to engage with decision-makers and stakeholders at target accounts, build stronger relationships, and ultimately increase your sales prowess to close more deals.
Research shows that companies that invest in ABM tools and strategies generate 208% more revenue than those that don’t—that’s a staggering stat that highlights the growing importance of ABM platforms for your business.
What Are the Key Benefits of Using ABM Tools?
As the market becomes more competitive, you’ll want to find ways to differentiate yourself from the pack. ABM platforms can do just that. Here are the five key benefits of using ABM tools:
1. Better engagement with target accounts
With an ABM platform, you can create a personalized and relevant content strategy for each of your target accounts. This means you can deliver the right message to the right person at the right time, increasing your chances of capturing their attention and interest.
By focusing on the specific needs of each account, you can foster up to 20% stronger customer relationships to increase your engagement rates.
2. More effective lead generation
According to a Demand Gen study, 82% of B2B marketers said that ABM tools help improve their ability to generate quality leads to drive more conversions and growth.
By concentrating your efforts on prioritized accounts and decision-makers, you can find high-quality leads that are fit for your business and more likely to convert into customers. This can help you to reduce your cost per lead and improve your overall lead generation efforts.
3. Increased ROI
Using an account-based marketing platform can be a game-changer for businesses looking to increase their ROI. By leveraging the advanced data analytics and targeting capabilities of ABM platforms, you can improve engagement rates, increase conversion rates, and drive long-term revenue growth.
ABM platforms also help you optimize your marketing spend and resources, focusing on the accounts that are most likely to produce the greatest ROI. In fact, 91% of companies using account-based marketing tools increase their average deal size, with 25% reporting an increase of more than 50%.
4. Better alignment between sales and marketing
An overwhelming 82% of marketers agree that ABM greatly improves alignment between sales and marketing to help break down the silos between teams. By using ABM tools to view target accounts and their specific needs, both forces can work together to generate quality leads and sell more.
According to a Demand Spring report, teams have seen up to a 47% increase in sales and marketing alignment (that’s almost half!) since executing ABM strategies.
5. Improved customer retention
With ABM platforms, you can continue to engage with your target accounts even after they become customers. By providing personalized and relevant content to your existing customers, you can increase their loyalty and improve long-term retention.
In fact, 84% of marketers say that ABM provide significant benefits for retaining customers and expanding their relationships with existing clients.
15 Best ABM Platforms for 2023
Looking for the best ABM tools to help you achieve long-term growth in 2023 and beyond? Check out our list of the 15 top ABM platforms to target high-value accounts, deliver personalized messaging, and measure the impact of your marketing campaigns.
1. CIENCE GO Intent
CIENCE GO Intent, as part of the GO Platform, is built for account-based marketing. GO Intent helps by identifying the key decision-makers within a list of target accounts and providing insights into their intent and interests. With account-based marketing tools, businesses can then tailor their messaging and outreach efforts to specifically target those accounts and increase the chances of conversion.
The GO Platform and GO Intent work together to provide sales intelligence as well as targeted intent topics. GO Intent helps sales teams identify and prioritize prospects, while the GO Platform helps find relevant contacts and companies for outreach and lead generation. By combining these ABM tools, sales teams can be highly efficient in their marketing efforts.
Key features:
- Over 7,500 B2B-specific topics
- New instant results every 4 hours
- Buying-window data for 60 days
- Lead scoring by contact and account
- Advanced click-tracking (AI)
Pricing:
2. Similarweb
Similarweb is a digital market intelligence platform and ABM tool that provides data insights into visitor website traffic, online search behavior, and other digital metrics that can help companies identify and target high-value accounts.
By providing insights into account identification, targeting and personalization, competitor analysis, content creation, and sales enablement, Similarweb helps companies to optimize their online presence and execute their ABM strategies more effectively.
Key features:
- Account identification
- Research and sales intelligence
- Competitor analysis
- Comprehensive data insights
- Sales enablement
Pricing:
3. HubSpot ABM Software
HubSpot ABM Software is an ABM tool designed to support companies in their account-based marketing efforts. By providing a variety of features, including account segmentation, personalized content creation, and targeted ad campaigns, Hubspot helps to identify and target high-value accounts more effectively.
With comprehensive measurement and reporting capabilities, HubSpot ABM Software can help companies track the performance of their account-based marketing campaigns and optimize their strategies for maximum impact.
Key features:
- Company insights
- Targeted advertising
- Marketing automation software
- Lead scoring
- Measurement and reporting
Pricing:
- Starting plan: $45/month
- Professional plan: $800/month
- Enterprise plan: $8,370/month
4. Demandbase
Demandbase is one of the most popular and widely used ABM tools on the market. It positions itself as a go-to-market (GTM) and ABM platform because it offers a wide range of capabilities and solutions that go beyond traditional ABM strategies.
In addition to account-based identification and targeting, personalization, multichannel advertising, and comprehensive measurement and reporting, Demandbase also offers a wide range of features for sales teams, including account-based sales development, intent monitoring, and personalized sales insight.
Key features:
- GTM capabilities
- Account intelligence
- Robust B2B data provider
- Intent monitoring
- Personalized sales insights
Pricing
5. Terminus
Terminus is another well-known GTM platform that offers a comprehensive range of features that cover all aspects of an ABM, including account-based advertising, data insights, engagement, sales and marketing alignment, and measurement and reporting. This makes it a one-stop shop for companies looking to implement an effective account-based marketing strategy.
The Terminus platform helps teams identify and understand their ideal customer profile (ICP), prioritize accounts based on intent, engage with buyers across a variety of channels, and measure the impact on the sales pipeline and revenue throughout the customer lifecycle.
Key features:
- Account-based advertising
- Prospect engine
- Intent data
- Measurement studio
- GTM insights
Pricing
6. Adobe Marketo Engage
Adobe Marketo Engage is an account-based marketing platform that helps companies optimize their ABM strategies. One of the key things that set Marketo Engage apart from other ABM products is its omnichannel engagement capabilities. With Marketo Engage, companies can reach their target accounts across a variety of channels, including email, social media, and the web.
Additionally, Marketo Engage allows companies with ABM tools and automation to track the performance of their account-based marketing campaigns and gain insights into engagement rates, lead conversion rates, and overall campaign ROI.
Key features:
- Cross-channel automation
- Multichannel experiences
- Data and insights
- Content intelligence
- Predictive audience building and segmentation
Pricing
7. Madison Logic
Madison Logic is one of the top account-based marketing companies that offers deep data insights and AI-powered targeting capabilities. With its proprietary data set, Madison Logic can provide granular information into target accounts, including firmographics, intent data, and engagement levels.
Additionally, Madison Logic provides comprehensive measurement and reporting capabilities that can help companies track the performance of their account-based marketing campaigns and optimize their ABM strategies.
Key features:
- Proprietary data set
- AI-powered targeting
- ABM display and social advertising
- Measurement and reporting
- ABM content syndication
Pricing
8. Reachdesk
Reachdesk is an ABM tool that specializes in personalized gifting and direct mail. What sets Reachdesk apart from other ABM products is its focus on physical, tangible experiences that can help companies build stronger relationships with decision-makers.
Another unique feature of Reachdesk is its integration with popular marketing and sales tools, including Salesforce, HubSpot, and Marketo. This integration allows companies to leverage the power of Reachdesk alongside their existing software and workflows, without disrupting their current processes.
Key features:
- Personalized gifting
- Direct mail
- Integration with marketing and sales tools
- Measurement and reporting
- Customized messaging
Pricing
9. 6sense
6sense is one of the best account-based marketing companies that provides advanced predictive analytics and AI-powered targeting power to ABM strategies. It analyzes data from multiple sources, including companies that visit your website, content consumption, and social media activity.
The 6sense Revenue AI tool uses advanced forecasting and pipeline analysis capabilities to gain real-time insights into their pipeline and revenue potential. This helps companies make more informed decisions and optimize their resources for greater results.
Key features:
- Revenue AI
- Predictive analytics
- AI-powered targeting
- Account-based orchestration
- Measuring and reporting
Pricing
10. RollWorks
RollWorks is one of the top ABM platforms that features machine learning and AI-powered targeting. Additionally, RollWorks provides account-based marketing capabilities, including ABM marketing tools for account segmentation, personalized messaging, and campaign management.
RollWorks also offers a unique feature called the Rollworks Identification Solution. This uses machine learning algorithms to analyze website visitor data and match anonymous visitors to their respective companies so businesses can tailor their ABM approach to each account.
Key features:
- Rollworks Identification Solution
- AI-powered targeting
- Multichannel engagement
- Measuring and reporting
- CRM integration
Pricing
11. DiscoverOrg
DiscoverOrg is an account-based marketing tool that features advanced data intelligence. Its comprehensive ABM software allows companies to execute targeted marketing campaigns that span multiple channels and touchpoints to create a seamless experience for potential customers.
DiscoverOrg’s Intent product analyzes online behavior and signals to identify accounts that are in the market for a company’s products or services. With this insight, companies can then prioritize accounts for targeted marketing campaigns and improve their overall effectiveness.
Key features:
- Intent analysis
- B2B data and intelligence
- Real-time alerts
- Measurement and reporting
- CRM integrations
Pricing
12. Triblio
Triblio is a predictive orchestration ABM platform that focuses on providing a personalized, omnichannel experience for target accounts. Its proprietary intent data spans 150M global profiles and 5B monthly interactions to predict accounts that are actively in-market for products and services.
Triblio also offers a specialized feature called the Triblio Orchestrator. This tool allows companies to create and execute personalized messaging and content across a variety of channels and touchpoints to improve engagement rates and campaign effectiveness.
Key features:
- Triblio Orchestrator
- Proprietary intent data
- Account-based advertising
- Integrated omnichannel experience
- Personalization capabilities
Pricing
13. Bound
Bound provides ABM software that features a comprehensive suite of account-based marketing tools, which include account identification, segmentation, and targeting, as well as personalized messaging and content.
With Bound, companies can track the performance of their account-based marketing campaigns in real time, gaining insights into engagement rates, lead conversion rates, and overall campaign ROI. It also features managed services to help companies optimize their ABM strategies for long-term success.
Key features:
- Bound360 Custom Experience
- Advanced segmentation
- Personalization capabilities
- Measurement and reporting
- Strategy and ROI
Pricing
14. Vainu
Vainu is an ABM platform that features real-time data and over 74 million company profiles and 900 proprietary industry categories. By utilizing their detailed company profiles, businesses can recognize high-value accounts and implement account-based marketing campaigns that focus on particular segments and target audiences to optimize their returns.
Another unique feature of Vainu is its comprehensive account-based sales capabilities, so sales teams can gain data-driven insights into engagement, intent data, and overall campaign ROI, allowing them to prioritize accounts for outreach and engage with decision-makers more effectively.
Key features:
- Data-driven account identification
- Account-based sales capabilities
- Automated workflow triggers
- Extensive global database
- Measurement and reporting
Pricing
- Free trial available
- Available by request
15. AdDaptive
AdDaptive is an account-based marketing tool that delivers targeted and programmatic ads to high-value accounts. It leverages advanced data analytics and machine learning to identify and prioritize specific accounts based on their firmographics, intent data, and engagement levels.
One unique feature of AdDaptive is its comprehensive multichannel advertising capabilities, allowing companies to deliver targeted ads across multiple channels, including display, video, and social media for highly effective inbound marketing campaigns.
Key features:
- Multichannel advertising capabilities
- Account-based analytics
- Cross-channel targeting
- Deployment and optimization
- Retargeting
Pricing
Boost Revenue with Account-Based Marketing Platforms
When it comes to achieving long-term growth and success in B2B sales, choosing the right ABM platform can make all the difference. From identifying high-value accounts to measuring the impact of your campaigns, account-based marketing platforms provide you with a wide range of tools to help you optimize your sales and marketing efforts and drive meaningful ROI.
Whether you’re a small business looking to scale your operations, or a large enterprise seeking to stay ahead of the market, these account-based marketing tools may be just what you’ve been looking for to lift your business to new heights.
