10 Best Account Based Marketing Tools to Target Your ICP
Once you’ve built your ideal customer profile (ICP) using dedicated analytics tools that pull data from your website, social media, and CRM, you can begin targeting users who fit the description. Account-based Marketing (ABM) is a strategy through which you can create deeply personalized campaigns that focus on high-value prospects.
Potential clients are more likely to respond to personalized buying experiences that arise as a result of strong collaborative efforts between your sales and marketing teams. As with most marketing and sales efforts, the tools you use make all the difference.
What makes account based marketing tools different?
ABM tools have to be able to slice and dice the retention curve and conversion funnel, so you can figure out what steps you can take to increase retention actionably. An ABM software therefore needs to keep track of all client and prospect interactions and every touchpoint, so you can have a holistic idea of what exactly gets your ideal customer to convert.
Account-based marketing software should also unify data across departments. This means that one analytics software should suffice for all your teams. If your marketing and sales teams have access to different sets of data, it creates the space for data silos, thereby leading to inconsistent information down the line. Having a single analytics software to implement your ABM strategy enables better cross-functional collaboration.
How can account based marketing tools help you target your ideal customer?
Your ideal customer displays specific purchasing characteristics. Different segments among your clients and prospects will perform certain behaviors over time. Customer cohort analysis enables you to identify these characteristics, and is a key part of ABM. Cohort analysis enables your marketing department to follow along on the actions that different users make over time, and analyze these data to figure out how to engage your ideal customer better.
An ABM software can help you target your ideal customer through dedicated analytics that automates metric tracking for cohort evaluation. SaaS businesses need to choose between a multitude of ABM software, so read on to see how you can find a tool that works for you.
How can you choose the right account based marketing software?
ABM strategies focus on collaboration across departments and accelerated growth for your company through targeting high-value prospects. Here are some key factors you should consider when deciding between ABM tools.
- Data Unification and Quality
An ABM campaign requires an accurate repository of prospects and clients alike. You need high-quality data that is free of inconsistencies and inaccuracies. While choosing an ABM software, check to see whether it unifies data and cleans up inaccuracies caused by incorrect data entry or missing information between departments, so you have the right information for all contacts.
- Software Integration
What are your ABM tools’ capabilities when it comes to integrating with other indispensable software for your company? With the account-based marketing approach, your marketing and sales teams need software that works well with their pre-existing tools. It’s imperative that you check which third-party integrations the ABM you’re considering purchasing has.
- Metric Tracking and Reporting
Your ABM software needs to keep track of a myriad of metrics so you can holistically analyze the effects of any changes you’re making to your marketing strategy. An accurate reporting tool can help you figure out quickly whether a campaign is successful or requires reworking. Some ABM software report data through dashboards, thereby enabling you to have dedicated information on a single screen.
- Customer Support
Make sure that the ABM tool you’re using is customizable for your specific industry or product. It’s important that your ABM software provider is available to help out and troubleshoot any problems you may have on multiple customer support platforms, such as email, chat, and phone.
- Technological Capabilities
Your ABM software is more than just a repository of contacts. It’s a tool that sorts through your contacts to find high-value accounts. It also enables you to find potential clients that are looking for the solutions you offer by keeping track of which marketing materials prospects are engaging with. You don’t have to look for the information; the ABM tool finds it for you instantly.
Some account based marketing platforms offer free trials. The two main pricing models for ABM software are subscription and freemium.
Freemium is easy to set up and doesn’t charge you any upfront fees, but you can’t get upgrades, thereby hampering functionality. With a subscription model, you pay every month, plus extra for customization and advanced capabilities, but the ABM tool will have full functionality and regular updates.
If you want to decide on an ABM tool that’s right for your SaaS company, here are reviews for some of the best account based marketing software around.
Best account based marketing tools to target your ICP
Hubspot offers clients ABM tools within their CRM. These include workflow templates for ICP definition, AI-generated recommendations for target clients, unified data for different departments, and integrations with software like Slack, LinkedIn, and RollWorks. It also offers dashboards for easy visualization, as well as dedicated account overviews for all your clients.
HubSpot offers three pricing plans for its Marketing Hub™: Starter, Professional, and Enterprise.
MarketingHub™ has a rating of 4.4 out of 5 on g2 and 8.6 out of 10 on TrustRadius.
Demandbase offers clients users multi-sourced, AI-validated data for B2B prospects, as well as technographics that enable them to gain deep insights into qualified leads. Demandbase One can be used with a free browser extension, and can be synced with the client’s CRM. They’re also partnered up with intent data providers such as G2 Intent and Bombora Surge®.
Demandbase offers bundles as well as packages for standalone sales and marketing. Their price points are available on request.
Demandbase has ratings of 4.3 out of 5 on g2 and 8.3 out of 10 on TrustRadius.
It offers dedicated reporting to help you understand which actions drive the highest-quality leads and what actions contribute to the greatest traffic.
It’s easy to use and takes five minutes to set up. HockeyStack’s dashboards can be used to track metrics including customer lifetime value, retention rate, customer churn, and monthly revenue growth for easy cohort analysis and ABM strategy evaluation.
HockeyStack’s pricing begins at $599 per month for 10,000 users. Prospective clients can take advantage of the free two-week trial before deciding to purchase it.
HockeyStack has a rating of 4.8 out of 5 on g2 and 4.9 out of 5 on Capterra.
Leadfeeder offers users identity information for anonymous accounts, target account monitoring, high-intent account list development, CRM syncing, and custom retargeting for accounts. It offers integrations with Salesforce, Google Analytics, Slack, Microsoft Dynamics, and others.
Leadfeeder offers clients two pricing plans: Lite and Premium. They also offer a 14-day free trial.
Leadfeeder is rated 4.3 out of 5 on g2 and 8.7 out of 10 on TrustRadius.
Tribilio offers users lead intelligence through market insights and lead analysis. Users can also utilize the account identification feature to identify anonymous website visitors. It offers customization for marketing campaigns, as well as segmentation to find out which user groups in your target audience are the most viable.
Tribilio offers pricing packages based on whether users require assistance with marketing only or with marketing and sales both. They also offer an Enterprise package for larger businesses. The prices are available on request.
Tribilio has a rating of 4.2 out of 5 on g2 and 8.3 out of 10 on TrustRadius.
Rollworks’ dashboards enable campaign optimization. The platform also enables you to target and retarget clients and segment your audience behaviorally. Users can integrate Rollworks with Salesforce, Hubspot, Oracle Eloqua, and others.
Rollworks offers four pricing packages: Starter, Standard, Professional, and Ultimate.
Rollworks has a rating of 4.3 out of 5 on g2 and 7.8 out of 10 on TrustRadius.
- AdDaptive Intelligence
AdDaptive provides users with cross-channel analytics, dedicated retargeting features, verified offline information, and an audience-building tool for ABM.
AdDaptive’s pricing models are available on request.
AdDaptive has a rating of 3.5 out of 5 on g2.
- Madison Logic
Madison Logic features
Madison Logic provides users with account-level insights, audience segmentation, media attribution, and integrations with LinkedIn, Salesforce, HubSpot, and more.
Madison Logic pricing
Madison Logic’s services are priced at $2500/month, with additional costs depending on the client’s criteria.
Madison Logic reviews
Madison Logic has a rating of 4.2 out of 5 on g2 and 9.4 out of 10 on TrustRadius.
DemandScience (formerly Leadiro) offers users account-level insights, account identification, and audience segmentation.
DemandScience’s pricing is available on request.
DemandScience has a rating of 4.3 out of 5 on g2 and 7.6 out of 10 on TrustRadius.
Vainu offers users data segmentation and filtering, integrations with various CRMs, data cleaning, and dedicated dashboards for reporting.
There are four pricing packages for Vainu: Free, Team, Business, and Enterprise.
Vainu has a rating of 4.6 out of 5 on g2 and 4.3 out of 5 on Capterra.
Analyzing buyer behavior is a great way to understand the wants and needs of high-value users so you can target them in a systematic, planned manner, which, in turn, will help you reduce churn rate. The data you obtain from your ABM tool will highlight cohorts that are lucrative for your company, so you can focus your effort and time on personalized marketing for these segments.
Prioritizing prospects who fit the description for your ideal customer involves curating your marketing messaging for different segments. This approach–as opposed to targeting all prospects uniformly–can help you acquire better conversion rates and, therefore, an ROI increase.
Since account-based marketing introduces a complete shift in your marketing and sales workflow, it requires that you use the right tool for you.
Ready to take the plunge with account-based marketing? Check out the tools above to see how they can revolutionize your ABM campaigns.
What does account based marketing software do?
Account-based marketing software unifies data across departments, segments the retention curve and conversion funnel, and ultimately makes it easier for you to build your ideal customer profile.
How do I choose an ABM platform?
Some factors you should consider before choosing an ABM platform include technological capabilities, integration capabilities, pricing, metric tracking and reporting, and customer support.