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Account-based marketing (ABM) requires targeted marketing and sales personalization. It’s a way to concentrate on valuable prospects and reach them with content tailored to their needs and pain points — to turn engagement into impactful sales conversations.
The true power and importance of account-based marketing lies in internal alignment. When go-to-market teams (including sales, marketing, and operations) function as a cohesive unit, the strategy hits its stride.
Success comes from collaborative efforts defining the ideal customer profile (ICP) and client segmentation and sub-segmentation, developing targeted strategies for all, and leveraging data-driven insights to ensure sales teams know the right time to engage.
Since ABM is typically deployed with high-value accounts that need more resources and efforts to engage — across channels — these are complex sales motions to manage. It can be daunting without the right tools.
That’s why ABM platforms are central to driving results. We’ll take a look at eight leading ABM software solutions designed to help businesses maximize their ROI.
Overview: Account-Based Marketing Software
- Userled
- Rollworks
- Reachdesk
- Folloze
- 6sense
- Zoominfo
- Demandbase
- Dreamdata
Top Account-Based Execution Software
Account-based execution software helps teams coordinate and deliver highly targeted, multi-channel campaigns that engage key accounts across different touchpoints.
1. Best for Multi-Channel: Userled
Userled is a powerful ABM platform that enables you to execute 1:1 personalization for key accounts at scale. It excels at multi-channel execution, giving your go-to-market team the tools to deliver personalized experiences across the web, email, and ads.
With Userled, you're in control. Its personalization capabilities deliver tailored messaging based on an account or contact’s real-time intent data. Communication is always relevant and impactful because you can adjust it dynamically.
You also get integrations with various CRM and marketing tools, which allow your sales and marketing teams to have a unified approach to managing account information and executing high-impact campaigns.
Key Features
- Customized 1:1 landing pages: Create account-specific landing pages for every prospect. Userled generates personalized content and images for every account.
- Email personalization and banners: Create and send conversion-focused email content to your target accounts at any stage of their buyer journey. Easily customize domain links, email signatures, and clickable previews to personalized landing pages.
- Create ads from one platform: Pull your LinkedIn, Google, and Meta ad platforms into one dashboard. Use AI to create and track custom ads and campaigns and capture engagement.
- In-depth analytics: Get insights on activity and interactions at the account and contact level to optimize your engagement strategy at every stage of the pipeline.
- Advanced segmentation: Automatically segment accounts based on firmographics, intent data, and engagement signals for more precise targeting.
Pricing
Userled offers various free tools that you can use to get a glimpse of the kind of personalized marketing assets you can generate with the tool.
Beyond that, Userled offers tiered pricing based on business size and customization needs. Book a demo with the team for recommendations and pricing to suit your needs.
2. Best for Ads: Rollworks
Rollworks offers a suite of ABM and account-based advertising (ABA) tools to help businesses deliver customized ads for target industries. Integration with popular CRMs ensures seamless data flow and alignment between sales, marketing and revenue teams.
In addition, Rollworks uses proprietary data and machine learning to help its customers carry out successful ABM campaigns.
Key Features
- Account identification and targeting: Filter accounts using firmographic data, account lists, and intent signals to focus on high-fit prospects. You can also layer intent data from sources like Bombora to detect in-market behaviors.
- Journey stages: Track the progression of accounts through your sales funnel, from the first interactions to opportunities won.
- In-depth analytics: Detailed reporting tools like the Revenue Impact Report help track how your ABM efforts directly contribute to pipeline and revenue generation.
Pricing
Rollworks offers two plans: Account-Based Advertising and Account-Based Marketing. You’ll need to book a demo and talk to the team to get pricing.
3. Best for Direct Mail: Reachdesk
Reachdesk offers account-based marketing software known for its direct mail and gifting capabilities. The idea behind this approach is that receiving physical packages can provide memorable connections in a world plagued by overwhelming digital interactions.
Reachdesk offers a solution for automated, data-driven gifting so you can create personalized experiences and capture the attention of key accounts.
Key Features
- CRM and ABM integrations: Salesforce, HubSpot, and Marketo integrations allow you to incorporate gifting directly into your existing workflows. Track all prospect touchpoints and link them across your campaigns.
- Global direct mail and gifting: Access a global marketplace for personalized gifts and direct mail with delivery and real-time tracking to over 170 countries.
- Personalization at scale: Hyper-personalized gifting allows you to select gifts based on account-level data, preferences, and stage in the sales cycle.
Pricing
Reachdesk doesn’t specify its pricing structure on its website. Request a demo with the team to discuss pricing and software requirements.
4. Best for Web: Folloze
Folloze empowers B2B businesses to improve engagement, build a predictable pipeline, and drive revenue through personalized web experiences. It offers more than account-based marketing; providing demand gen and event specialization as well.
Key Features
- No-code designer: Design on-brand landing pages, microsites, and more in minutes with no technical expertise required.
- Content hub: Design customized content experiences for specific accounts by curating relevant resources and messaging that resonate with individual buyer personas.
- Automated nurture campaigns: Automate nurturing campaigns based on account behavior and engagement metrics to deliver timely, personalized messaging without manual intervention.
Pricing
Like most account-based marketing software, Folloze requires that you book a meeting to discuss pricing and platform requirements.
Account-Based Data Software
These platforms provide the critical insights and analytics necessary for informed decision-making. Through them, sales and marketing teams can effectively identify high-value accounts and tailor their strategies.
5. 6sense
6sense uses its proprietary software, Revenue AI™, to help businesses identify key accounts that are ready to buy. It then creates messaging that appeals directly to those accounts and automatically books meetings with them.
Key Features
- AI-powered intent data: Advanced algorithms analyze web activity, social signals, and other engagement metrics to identify high-intent accounts. Teams can then prioritize prospects that are actively researching solutions.
- Multi-channel orchestration: Create a cohesive experience to engage prospects across various channels, including email, web, and social media.
- Account scoring: Use advanced tools and real-time data to evaluate accounts based on engagement, fit, and buyer journey.
Pricing
6sense offers four plans: Free, Team, Growth, and Enterprise. While the features for each plan are listed on the business website, you have to book a demo to get pricing.
6. ZoomInfo
ZoomInfo offers a range of marketing and sales services for ABM. The platform splits its solutions into three sections: intelligence, engagement, and orchestration.
Within the intelligence segment, businesses can discover ideal prospects. Under the engagement umbrella, it assists with creating custom content for key accounts. And for the orchestration section, it offers data management.
Key Features
- Comprehensive database: An extensive database of over 100 million contacts and 50 million companies gives you detailed prospect profiles that include contact information, company size, revenue, and industry.
- Advanced search and filtering: Filter prospects based on various criteria, such as job title, company size, or geographic location to find and target those most likely to convert.
- Intent data: Identify accounts that are actively researching specific products or services. Then, prioritize your outreach efforts based on real-time signals, ensuring timely engagement with prospects showing interest.
Pricing
Businesses looking at account-based marketing tools will be interested in Zoominfo’s Sales and Marketing products.
You must complete a contact form with your professional details to get pricing.
Account-Based Orchestration Software
This software streamlines and coordinates marketing efforts across multiple channels, allowing sales and marketing teams to develop cohesive strategies that effectively engage target accounts.
7. Demandbase
Demandbase One launched in 2007 and first introduced account-based personalization in 2013. Now, it offers an all-in-one go-to-market (GTM) platform that helps you understand buyer journeys and target accounts at their exact point in the buyer journey.
Key Features
- Unified data integration: Integrate first-, second-, and third-party data across your tech stack. Transform it into actionable insights to identify and engage the best prospects through tailored messaging.
- Comprehensive analytics: Track the performance of multi-channel ABM campaigns to understand engagement metrics across different platforms. Then, refine your strategies and optimize your marketing efforts for maximum impact.
- Sales and marketing alignment: Foster collaboration between sales and marketing teams by providing shared tools and insights, such as account scoring and campaign planning.
Pricing
You pay a platform fee for all of Demandbase’s sales and marketing features. There’s also a flat fee per user. Contact Demandbase directly for pricing.
Account-Based Analytics Software
Use this software to measure performance, understand engagement metrics, and derive actionable insights.
8. Dreamdata
Dreamdata provides data and analytics to ABM teams and does everything from extracting and loading data to transforming, modeling and activating it. The software is GDPR-compliant and is based on the Google Cloud Platform, so data security is assured.
Key Features
- B2B Customer Data Platform (CDP): Access a central hub for aggregating and managing data from disparate sources. Eliminate data silos, allowing marketing and sales teams to operate with a unified perspective on prospects and clients.
- Reveal feature: Identify companies engaging with your brand by collecting engagement data from key intent sources. Uncover hidden demand, prioritize outreach to active accounts and ensure that potential opportunities are never overlooked.
- Data cleaning: The platform intelligently identifies duplicate records, standardizes formats across datasets, and corrects data inconsistencies. This enhances the reliability of analytics and helps teams make informed decisions based on trustworthy data.
Pricing
Dreamdata offers four pricing tiers, all of which are billed annually:
- Free: Limited plan with limited data history
- Team: $999 with 30,000 monthly tracked users
- Business: $2,499 with 60,000 monthly tracked users
- Enterprise: Custom
What To Look For in an Account-Based Marketing Platform
When selecting an account-based marketing platform, consider what functionality you need to strategically segment and tier your accounts from 1:1 to 1:many. Here are the key features that help go-to-market teams build customized programs to engage each tier.
Target and Account Intelligence
If you want powerful prospecting and account qualification capabilities, you need an account-based marketing software that integrates with your existing CRM. This will help you identify target accounts using data such as firmographics and intent data, so you can segment and tier your accounts and then plan your strategy to engage them.
“Companies have their TAM in their CRM and sometimes in a data warehouse to orchestrate the data and insights to a more digestible format,” explains Userled Growth Lead Vincent Plassard.
“They often use a solution like 6sense to bring intent and scores to those accounts and help GTM teams focus on the right prospects. They can also add new accounts identified through web engagement with Userled.”
Advanced platforms like Userled track account-level engagement, like website visits at the account and contact level (to name a few), to rank prospects. Userled automatically scores accounts based on key signals, such as deal status or pages visited. This enables your team to focus on prospects showing the most buying intent.
Content Personalization
Advanced ABM tools enable you to personalize every asset and touchpoint with prospects, including websites, outbound landing pages, ads and product mockups.
Personalized messaging goes far beyond surface-level customization. A powerful platform should analyze account engagement and tailor your messaging for relevance and value at every touchpoint. Look for tools that use intent data, content interactions, and even individual preferences to craft personalized experiences that resonate with decision-makers.
For example, Userled’s platform dynamically adjusts messaging based on real-time signals like content consumption or fundamental behavior shifts within target accounts. If an account shows interest in a specific feature or product, Userled can trigger personalized outreach that speaks directly to those needs.
ABM Orchestration
In ABM, you need to orchestrate personalized, multi-channel engagement for specific accounts within a market. For example, Userled lets you create collateral for and track the performance of your LinkedIn campaigns from a single dashboard.
“We orchestrate and distribute this through different channels: inbound and outbound. Inbound (Website), Inbound (Ads), Outbound (email, LinkedIn),” explains Vincent Plassard. “This 1:1 multi-channel personalization helps them increase engagement, capture more insights, and move big deals forward.”
The best account-based marketing tools offer integrations with ad networks like LinkedIn, where you can serve personalized ads based on real-time engagement data.
Let’s say a prospective account visits your 1:1 landing page; Userled lets you trigger dynamic ads that follow those decision-makers across channels, reinforcing your message at critical touchpoints.
Look for an ABM platform that automates and adapts based on real-time account behaviors, like content interactions or product interest. This ensures your messaging is timely and relevant, guiding accounts through the buyer journey with minimal manual input.
Measurement and Attribution
Impactful ABM hinges on the ability to measure what matters. Look for platforms that provide granular insights into account engagement, campaign performance, and pipeline impact. A powerful platform should track key metrics like deal velocity, multi-touch attribution, and account progression across the funnel.
With Userled, you’re always in the know, with advanced analytics that go beyond basic reporting.
“You can capture analytics from targeted campaigns. You can also gather insights at the account level and at the contact level for outbound campaigns,” explains Vincent Plassard.
Features like touchpoint monitoring and buyer engagement-level engagement scoring provide a comprehensive view of how target accounts interact with your ABM campaigns. These insights allow marketing and sales teams to refine their approach in real time, ensuring they can direct resources toward the highest-impact activities.
Sales Adoption and Activation
You want a tool that shares timely and impactful insights with the sales team, both in the CRM account view and in Slack for instant insights.
The right platform should provide a unified view of account-level data, like key decision-maker behavior, competitive landscape, and buying signals.
Userled’s sales intelligence tools help you identify shifts in account activity, such as sudden spikes LinkedIn Ads engagement and more landing page visits from key account stakeholders. Your sales team can engage prospects at the right moment with highly relevant insights.
Account-Based Marketing Tools Summed Up
The tools you use can significantly impact your business’s ability to engage high-value accounts effectively. Userled stands out as a comprehensive platform that addresses the critical elements of account-based marketing, such as personalization, sales intelligence, and multi-channel execution.
It also seamlessly aligns marketing and sales teams, providing actionable insights to refine strategies in real time and ensure sales reaches out at just the right time.
Achieve scalable 1:1 personalization to increase engagement and build your pipeline with Userled today.
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