The Best ABM Tools and Software for 2021 (We Researched So You Don't Have To)
Are you interested in a marketing process that will delight your customers, reduce ad spend, and create sustainable client growth and profitability? Then Account-Based Marketing is definitely for you.
If you’re not already one of the 61% of companies that already have a full ABM program in place, but are part of the 27% thinking about getting one off the ground (as per DemandBase), then you need to start thinking about what strategies and technologies you need to employ in order to make your new account-based marketing program operational in time for the new year.
What is account-based marketing?
Account-based marketing is a process by which marketing and sales teams work together to win and grow a small number of high-priority accounts. It’s usually applied to enterprise-level organizations that are large enough to support expansion.
Account-based marketing software has to serve three primary functions:
1. Targeting the right accounts. Your team will use account-based marketing tools to find and prioritize accounts that offer the highest potential ROI. Criteria for ideal clients include product fit, territory, potential yield, and more.
2. Omni-channel marketing. In a proper ABM program, all marketing channels work together to achieve a singular goal. Efforts are coordinated between departments and teams so that target accounts can have a cohesive brand experience across multiple channels. This requires tools that support cross-channel marketing campaigns.
3. Measurement. Data is key to running an effective ABM strategy, and you need ABM software that can reliably collect, manage, and report on important campaign metrics. Dashboards and visualization tools can help your team demonstrate success and uncover areas of improvement.
There are many different kinds of ABM software, and each of them performs one or more of these functions in its own way. Some might specialize in a specific task, while others attempt to tackle all at once. There is so much variety out there that it’ll be time-consuming for you to review and test every single option just to see if it’s a fit.
To that end, we’ve compiled a list of the best ABM tools and software. With this list, we hope to provide insights and information that will save you time as you search for the right ABM software for your company.
Leadfeeder
Best for: Any company with a website.
Price:
- Lite edition is free
- Premium edition from $55 a month
Top features:
- Website visitor tracking
- Lead identification
- Target account monitoring
- CRM integration
Levels of support:
- Email support
- Website live chat
- Knowledgebase available.
Summary:
Leadfeeder is a lead generation tool that tracks your website visitors and turns them into sales leads. It identifies the user visiting your site and monitors their behavior for buyer intent.
When Leadfeeder identifies a user, it supplies in-depth contact, company, and industry data with a high degree of accuracy. You can import lists of target accounts to monitor and get alerts as soon as they visit your site. Leadfeeder will then tell you what parts of the site your visitor browsed so that your sales team can get more insight as to their intentions.
On its site, Leadfeeder claims that marketing automation tools only capture 2% of the total users that visit your site, while Leadfeeder can capture/identify all of them. While there are no actual numbers to substantiate this, reviews do indicate that Leadfeeder captures a larger number of web visitors than other tools.
This is after Leadfeeder automatically removes bots, ISPs, and other traffic sources that don’t generate leads.
Terminus
Best for Mid-to-enterprise B2B organizations
Price: Available upon request
Top features:
- Marketing & Account-level insights
- Multi-user access
- Lead targeting and segmentation
- Media attribution
Levels of support:
- Email support
- Customer success team
- Knowledgebase is available.
Summary:
Terminus is a full-featured ABM platform that handles everything from targeting to engagement to reporting.
With Terminus, you’ll be able to easily build target account lists that are based on both first- and third-party data. This list will help you prioritize your ABM program’s efforts and cover gaps in engagement.
Terminus lets you engage target accounts on any channel you want, from email to social media to in-app chat. These engagements will then be tracked and measured, to be fed into Terminus’ robust analytics and reporting module.
There is a lot of power and functionality in the platform, but the interface remains simple and straight forward, making it convenient and easy to use.
DemandBase
Best for: Mid-to-enterprise B2B organizations
Price: Available upon request
Top features:
- Market, account, and campaign-level insights
- Lead analysis
- Account identification
- Report customization
Levels of support:
- Email support
- Customer success team
- Knowledgebase available.
Summary:
DemandBase was one of the first organizations to pioneer the concept of account-based marketing, and now offers a comprehensive ABM platform that covers the breadth of the sales funnel, from the first touch to retention.
DemandBase helps you identify high-priority accounts and target key decision-makers within those organizations. The platform can track how these companies interact with your website and help determine intent.
Once those targets and their intent are identified, it uses personalized content delivery to keep leads engaged and headed in the right direction. This personalized content includes banner ads, blog posts, video content, and other marketing assets of your choice. Everything is tracked–even direct mail.
The interface is simple and intuitive, and it’s relatively simple to extract the information you need. It’s a best-in-class platform that can integrate with multiple third-party applications to ensure it fits with your organization’s workflow.
Uberflip
Best for: B2B organizations that have or can produce lots of content
Price: Available upon request
Top features:
- ABM Campaign Destinations
- Targeted content distribution
- Content curation
- Tracking and analytics
Levels of support:
- Email support
- Website live chat
- Customer success team
- Knowledgebase available.
Summary:
Companies use Uberflip to deliver targeted content in support of an ABM campaign and helps leads become self-nurturing.
With Uberflip, marketers will be able to build personalized content destinations for leads at scale. Uberflip can track what content is driving conversions so that you can focus on producing content that works.
If you connect Uberflip with your CRM and MAP, you’ll be able to more easily monitor how your target accounts are engaging with your content. Uberflip easily integrates with major marketing automation platforms, so you can get a cross-channel view of your accounts’ actions.
Zymplify
Best for: Mid-to-enterprise B2B organizations
Price:
- Zymplify Demand Package – $649 /mo. 3 month minimum term*
Additional paid packages and credits offered, including:
- Intent Signals – $1000/mo
- Data reveal credits – $0.15 per contact
- Onboarding – $1000 flat fee
- Users – $45/ea
- Emals – $12 per 10,000 emails
Top features:
- Social listening
- Marketing automation
- Web analytics
- Integrations and partner applications
Levels of support:
- Email support
- Customer success team
- Community forum
- Live chat
Summary:
Zymplify is a full-featured marketing automation platform that allows ABM practitioners to reach target ABM accounts through multi-channel campaigns. It goes far beyond simple content distribution and gives marketers and salespeople the tools they need to nurture high-value leads.
Zymplify’s clean and simple UI makes it easy for marketers to prospect and identify the key individuals inside of a target account. Pipeline creation is quick and easy, allowing marketing campaigns to be set up and running in relatively little time.
Once you’ve built your list, Zymplify users can set up and serve content to these prospects across different channels like social, email or mobile. Automated marketing journeys ensure that the lead receives the content most relevant to his current state of mind.
An in-built CRM helps Zymplify users stay on top of new leads and monitor their progress through the funnel. Every interaction and reaction is measured for future analysis to help you refine your content.
Bizible
Best for All marketing and sales teams
Price: Available upon request
Top features:
- Omni-channel tracking
- Lead segmentation
- Lead analysis
- Predictive lead scoring
Levels of support:
- Email support
- International support hotline
- Knowledgebase
- Support community
Summary:
Bizible is the premier revenue attribution tool in the market today. Thousands of businesses have used it to implement sophisticated multi-touch attribution models that uncover where their revenue is coming from.
Implementation is fairly straightforward, using a website tracker that works with standard UTM parameters and integrations with various marketing automation platforms and CRMs for maximum visibility.
Bizible goes out of its way to help its users succeed. Their customer success team has put together a comprehensive onboarding process and proactively approach customers to help however they can.
The platform collects a lot of data and offers a wide variety of attribution models, which may confuse and overwhelm first-time users, but data-centric marketers will enjoy the sheer amount of data and their ability to manage it in-app.
Madison Logic
Best for Mid- to enterprise-level B2B marketing teams
Price: Available upon request
Top features:
- Account identification
- Intent identification
- Targeting and segmentation
- Content syndication
Levels of support:
- Email support
- Knowledgebase
Summary:
Madison Logic is a B2B account-based marketing platform that helps users identify, engage, and convert high-priority prospects. Madison Logic’s content syndication and audience targeting features help marketers personalize their message in a way that will increase engagement with influencers and decision-makers at any stage of the funnel.
Madison Logic excels especially well at identifying target accounts visiting your website and using behavioral data to determine intent. Predictive data helps marketers determine the ideal strategy for nurturing leads.
In addition to being an ABM platform, Madison Logic also provides content marketing services to clients interested in a full-service solution.
Alyce
Best for: Businesses who want to wow high-value target accounts
Price: Alyce pricing comes in four tiers with different levels of service, but actual price per tier is hidden:
- Essentials
- Growth
- Pro
- Enterprise
Top features:
- Curated marketplace
- Direct mail design studio
- Activity and delivery tracking
- Integration with marketing automation and CRM tools
Levels of support:
- Email support
- FAQ
- Knowledgebase
- Implementation team
Summary:
While other tools on this list specialize in lead identification, market segmentation, and campaign measurement, Alyce specializes in actually connecting with your target accounts and engaging them on a one-to-one level through the use of gifts and highly-targeted direct mail.
Alyce touts itself as a “personal experience platform”–a SaaS product that uses machine learning and algorithms to help brands discover what their prospect is truly interested in, and then sending them the appropriate gift.
These curated gifts stand out much better than generic swag, and will help endear you to the prospect and stand out from other vendors vying for the lead’s attention. This can boost the success rate of an ABM campaign and expand your foothold within a target company.
The bottom line
Account-based marketing has proven to be highly effective in delivering consistent growth, but only when it’s done right. The tool you choose plays a crucial role in your ABM program’s success. It has to balance functionality and usability so that your team can do their jobs efficiently, and be robust enough to satisfy your core need.
It may take you a few tries to find the right tool, but when leveraged properly it will make a significant difference to your sales efforts and be a boost to your company’s bottom line.
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