Account-Based Marketing Strategy Tools

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Consider the impact various channels have on your business and their relative cost. Let’s take paid search and social, for example. Both of these channels are incredibly powerful tools for targeting your ideal prospects and bringing them into your funnel. You may choose to use both channels as a way to complement your ABM strategy or just one, but that decision should be informed by the data you’ve gathered.

We recommend you choose your top three channels within your team’s skillset in the beginning. As you master your multichannel approach, then you can experiment with fun and creative ways to attract your dream accounts.

Manage What You Measure
As soon as you’ve implemented your ABM strategy, you need to start measuring the impact. This means tracking the amount of traffic each of your channels brings and segmenting your audience data according to the various criteria you are targeting. Keep your focus on the quantified objectives and goals to avoid analysis paralysis. That way, as you continue to iterate and optimize your ABM approach.

Be Selective and Flexible
So we have established that ABM is a repeatable process, but you should never let your team get stuck in an endless loop. This means that you need to be flexible in approaching your ABM strategies. Embrace change based on the data you gather and the insights you’re gleaning from it. You also need to be selective in how you apply your ABM strategies. It shouldn’t be a one-size-fits-all approach. Each of your customer segments should have its own ABM strategy. You need to be willing to adjust your approach as you gather more data and progress through the customer journey because what worked last quarter, or even last month, might stop working tomorrow.


You can use various tools and tactics to put your ABM strategy into practice. A marketing automation platform will help you to nurture your accounts and send timely, personalized communications. A lead enrichment tool is perfect for keeping your data clean while ensuring you have a holistic view of all your prospects and their interests. A lead-scoring tool will help you identify your best-fit accounts and assign a value based on the factors that matter to your business. A digital sales room will help you make the business case to the buying committee. And finally, a sales CRM will help you to organize your accounts, track activities, and collaborate with your team members. Let’s look at the ways these tools enhance your ABM performance.

ABM campaigns roadmap
Collect and Analyze Account Data
We’ve already discussed the “why” of collecting and colombia cell phone number database analyzing data for your ABM strategy, but we didn’t give you the “how.” So, here it is.

There are two main types of tools that can help you gather, organize, and score account data. One option is a customer relationship management (CRM) tool that has account-tracking functionality built in. Another option is more advanced platforms like sales lead management systems such as Salesforce. If you don’t have a CRM or a lead management tool already in place, you may want to consider a platform that can track account engagement across multiple channels like Hubspot.

If you are lacking leads, an AI-powered B2B data platform may be just what you are looking for. Through these databases, you’ll not only be able to pinpoint prospects at specific companies but also discover intent data based on keyword surges to signal where they are in the buying process.

Relationship Building with Key Decision-Makers
Building relationships with the people who have influence over key accounts takes structured communication processes with both manual and automated sequences. One way to build these relationships is with email marketing. Because you’re focused on a handful of specific accounts, you can tailor your emails to resonate with the people holding certain job titles or managing applicable departments. For example, when you publish a blog post relevant to the people in one of your target accounts, you can include an email footer encouraging the decision-maker to share the post with their network. This is a great way to build rapport with a key player in your target account, and it gives you an opportunity to position yourself as an expert providing value-first content.

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