Cogo Strategy Blog

When you’re ready to implement new or improved Account-Based Marketing (ABM) strategies into your operations, you need the right tools.

Without the right ABM tools, you’ll likely find yourself reinventing the wheel, so to speak. And while reinventing can be a fun challenge, it’s rarely cost-effective. You will have much more success with ABM strategies if you take advantage of the many tools and technologies that have already been developed.

The tools in this article will help you identify and select valuable accounts, coordinate multichannel campaigns across sales and marketing, and effectively measure your engagement and ROI.

ABM technologies have changed quite a bit in the last few years, with new vendors and solutions emerging to meet the growing demand. Let’s review some of the most effective and innovative ABM tools available to B2B companies in finance, tech, and healthcare.

5 ABM Tools & Their Applications

1. Markettailor is all about customizing the online experience that your high-value accounts and contacts have when they visit your website. The platform detects when key accounts visit your site and then provides them with fully customized content and messaging.

With Markettailor, you can also design your marketing campaigns to include personalized links to tailored landing pages.

2. Demandbase offers account identification, lead-to-account matching, and data management capabilities, making it a hybrid CRM and ABM product. Demandspace’s proprietary “Account Intelligence” concept is about using AI to find and focus on accounts that are most likely to be converted.

3. Terminus is an ABM platform that uses the TEAM acronym: Target, Engage, Activate, and Measure. The platform is designed to align your marketing and sales efforts, walking them through each of these steps.

Terminus is also known for having intuitive features, making it a relatively easy platform to learn.

4. 6Sense is an AI-powered platform that focuses on discovering actionable intent data to make your sales and marketing processes easier.

As an analysis tool, 6Sense helps companies prioritize their engagement strategies based on their customers’ interests.

5. Hubspot is one of the most popular marketing platforms in the world, and for good reason. They offer three relevant packages to B2B companies: the Account-Based Marketing package, the Marketing Hub Professional package, and the Sales Hub Professional package. By using all three together, you can create a highly personalized and integrated marketing and sales funnel.

Some of the key features of HubSpot’s ABM tools include: lead identification and scoring, content recommendations, personalized content creation, CRM integration, and analytics. HubSpot also boasts strong capabilities for managing your automated inbound marketing campaigns.

Selecting the Right ABM Tools for Your Needs

Implementing an effective ABM strategy requires the right tools and technologies. With so many options available, it can be a challenge to find the solutions that are the best fit for your healthcare, tech, or finance company.

To choose the best platform, take the following things into account:

• What are your specific goals for each tool?
• Where are you currently succeeding, and where do you need the most help?
• Are some tools and tasks more important than others in your specific industry?
• What is your budget?

Find a platform that offers the most robust account identification features possible so that you can locate your highest-value accounts.

The right Account-Based Marketing tools will empower you to execute coordinated, impactful campaigns. With a little research, you can find cost-effective solutions tailored to your unique needs and budget. The tools are out there – now you just need to find the right ones!

Not Sure What to Choose? Cogo & Co. Can Help

At Cogo & Co., we guide companies through the ABM process, including finding the right tools. Let’s get you set up with the Cogo Growth Readiness Test! Once you take the test, you can get your score and find out how your sales and marketing approach is working. Let’s start improving your results quickly and easily!

Or, we can provide you with a customized Self-Audit Checklist to go through on your own.

Contact Cogo & Co now to learn more about tools that can help you bring in those high-value accounts!