You need to leverage the right tools to make your account-based marketing campaigns more successful. These specialized technologies not only streamline your campaign launches and ongoing campaign review processes but also enhance your ability to connect with key stakeholders more effectively due to having information readily available.
While there’s a marketplace full of B2B marketing and ABM software and tool options, the sheer volume of choices can easily overwhelm users. With tighter budgets and marketing tech stacks under scrutiny, many tools offer overlapping capabilities—often at higher prices—leading teams to question whether their investment is truly delivering value. Marketers need to choose tools that not only avoid redundancy, but also integrate seamlessly with other departments’ tech stacks to ensure seamless collaboration and alignment across the company. When your tools work together, you eliminate waste, streamline workflows, and ensure every dollar drives measurable impact.
Having a well-integrated ABM tech stack isn’t just an advantage—it’s essential for staying competitive and making the most of your resources and marketing strategy. And in the “era of less,” choosing the right tools requires a clear understanding of their unique value and direct contribution to campaign success. Keep reading for our insights on building the ABM toolkit you need to succeed.
The Benefits of ABM Software
Marketing budgets are often first on the chopping block—so you need to demonstrate how your efforts impact pipeline and the company’s revenue goals to stakeholders. When you leverage the right account-based marketing software, you gain the functionality and ability to dive deeper into your ABM campaign data, which makes it easier to justify the time investment and spend for these tools to carry out and optimize your ABM strategies.
Here are some of the key benefits that ABM software provides:
Data-Driven Account Insights
ABM software enables data-driven account insights and target account lists by aggregating and analyzing data from multiple sources, such as interactions, engagement metrics, and buying signals. Having this data readily available allows you to gain deeper insights into each target account’s behavior, interests, and needs. Use this data to craft highly personalized and targeted campaigns that enhance the likelihood of converting high-value accounts into customers.
Full-Funnel Activation Through Unified ABM Channel Orchestration
Streamline full-funnel campaign activation by integrating and coordinating all marketing activities across various channels using the same target account lists. By seamlessly managing and synchronizing campaigns across channels such as connected TV (CTV), social media platforms like LinkedIn, content syndication, and display advertising, ABM software ensures that prospects receive a cohesive, personalized experience and that engagement and nurture strategies align with each stage of their buying journey. After all, B2B buyers love personalization.
Clear Measurement of ABM Efforts that Demonstrate ROI and Impact
ABM tools enable clear measurement of your ABM efforts by providing comprehensive analytics and reporting tools that track and evaluate key performance metrics across campaigns. These tools consolidate data from various touchpoints, such as engagement levels, lead progression, and account interactions, into detailed reports and dashboards. This visibility allows you to assess the effectiveness of your ABM strategies, measure the impact on your key performance indicators (KPIs), and attribute results directly to marketing activities.
Many ABM software options also provide holistic views, integrating data from multiple sources to feed into one platform. This view enables you to optimize your ABM marketing strategies in real time, as data is updated in the integrated systems, to ensure there’s up-to-date information to inform more proactive, strategic decision-making across campaigns.
How the Right Tools Enable Efficient Marketing Teams and ABM Campaigns
Your tech stack needs to move marketing away from redundant tasks to proactive, actionable insights that create momentum across the company. The right ABM software and tool mix allows marketing to collaborate across the company seamlessly, ensuring teams have what they need to engage prospects and customers alike.
Help You Develop Scalable, Repeatable Campaigns
By leveraging the right ABM tools, you can streamline your campaign development process, reducing the need to start from scratch each time you want to enter a new market or expand into another business unit or geography. This efficiency enables you to focus on other critical areas, like refining customer profiles and target account lists and creating impactful, personalized content that drives more engagement and trust from B2B buying groups.
Strengthen Team Collaboration
When marketing, sales reps, and customer success teams have access to the same data in real time, it fosters alignment and enables more coordinated efforts. With shared visibility into account performance, engagement metrics, and the overall customer journey, teams collaborate more effectively on their shared goals alongside individual department milestones. This unified approach not only breaks down silos but helps teams make data-driven decisions that enhance the customer experience and drive better results for the sales pipeline.
Streamline Reporting and Performance Measurement
The right ABM tools improve data accuracy by automating the collection and integration of data across different systems, eliminating the need to manually plug in numbers from separate sources. With integrated tools, all account activity—from marketing interactions to sales engagements and beyond—flows into a single, centralized platform. This not only reduces the risk of human error but ensures that your data is up-to-date and consistent. As a result, you can more easily create intuitive dashboards and reports to speak to all stakeholders about your ABM efforts’ impact, and track campaign performance against your ABM KPIs and business objectives. Many ABM software options also offer real-time reporting and predictive capabilities, which allow for quick adjustments to strategies based on performance insights, ensuring that campaigns remain agile and responsive.
Top 5 Tools You Need for Impactful ABM Campaigns
Approaching leadership with a plan to optimize your ABM engagement efforts based on investment in certain tools requires serious thought and research. We can help you streamline your selection process through our list of the top 5 types of tools that you should consider in building your ABM tech stack.
Madison Logic – Comprehensive ABM Platforms
Comprehensive ABM platforms are designed to manage and optimize ABM strategies. Madison Logic offers the ML Platform that not only brings your datasets into one holistic view—it powers your target audience segmenting abilities up through ML Insights and your measurement capabilities through ML Measurement. ML Insights leverages intent data from over 20 million companies worldwide so you can quickly identify the demographics on the buying committee alongside the content and messaging that will speak to them. Our proprietary engagement data uncovers behavioral insights throughout your targeted accounts across the four primary media channels: content syndication, display advertising, LinkedIn, and CTV.
Integrated Marketing Automation and Customer Relationship Management Systems
Tools that offer both marketing automation and customer relationship management (CRM) capabilities are crucial for successful ABM campaigns. By combining these functionalities, they enable seamless tracking of account interactions, personalized engagement, and data-driven decision-making.
Marketing automation platforms (MAPs) streamline campaign execution, lead nurturing, and performance analytics, while CRM systems provide comprehensive insights into customer relationships and behaviors. Together, they ensure that marketing efforts are aligned with sales strategies, enhancing the overall effectiveness of your ABM initiatives.
Tools to consider:
- Salesforce integrates robust CRM features with advanced marketing automation through its Marketing Cloud Account Engagement. It allows for detailed account tracking, segmentation, and personalized communication. When integrated with an ABM platform, Salesforce enhances its capabilities by providing a unified view of account interactions and streamlining lead management, which optimizes engagement and aligns sales and marketing efforts more effectively.
- HubSpot combines CRM and marketing automation in a single platform, offering tools for lead management, email marketing, and campaign analytics. Its user-friendly interface and comprehensive features make it easy to create targeted ABM campaigns and track their performance. When integrated with an ABM platform, HubSpot’s data and insights facilitate more precise account targeting and personalized outreach, driving better results and more cohesive ABM strategies.
Intent Data Providers
Intent data providers pinpoint when and how to engage target accounts. By analyzing online behavior, these tools reveal which prospects are actively researching your solutions or related topics. This intelligence allows you to craft highly targeted campaigns that resonate with prospects who are already in the buying cycle. By focusing your efforts on high-intent leads, you can significantly improve engagement rates and conversion metrics.
Intent data also aids in refining account selection, ensuring that your marketing and sales teams concentrate on opportunities with the highest potential. This data-driven approach makes your outreach timelier and more relevant, ultimately driving better results.
Tools to consider:
- Bombora offers intent data that reveals when companies are researching topics related to your business. This insight helps identify high-potential accounts and tailor ABM campaigns to target accounts showing active buying signals.
- ZoomInfo provides comprehensive company and contact data, enhancing account targeting and lead generation. Its advanced search and segmentation features help build more precise ABM lists and improve outreach effectiveness.
Sales Intelligence and Sales Engagement Platforms
Sales intelligence and engagement platforms play a crucial role in enhancing your ABM campaigns by providing deep insights into your target accounts and facilitating more meaningful interactions. These platforms aggregate data from various sources, such as phone calls, emails, and sales meetings, to give you a comprehensive view of each account’s behavior, key decision-makers, and purchasing signals. Some tools use AI-driven analytics to help you understand what resonates with prospects and where improvements are needed. By offering actionable insights into sales processes and customer interactions, these platforms help you refine your sales strategies, enhance training, and drive better outcomes for your ABM campaigns.
Tools to consider:
- Gong provides conversation analytics that capture and analyze sales interactions. These insights help refine messaging and strategies by revealing what resonates with buyers, improving the effectiveness of ABM campaigns.
- Outreach offers a sales engagement platform that streamlines and automates communication with prospects. Its tools help sales teams efficiently manage and follow up with accounts, enhancing the execution of ABM strategies.
- SalesLoft provides sales engagement and communication tools that support personalized outreach and follow-up. Its analytics and automation features help optimize ABM efforts by tracking engagement and refining sales tactics.
Generative AI Tools
Generative AI (GenAI) tools significantly enhance your ABM campaigns by streamlining manual tasks through their automation capabilities, enabling more effective personalization at scale and improved resource allocation. With the ability to quickly analyze large volumes of data, GenAI makes it easier to create more customized content and messaging based on the account and buying committee member you’re targeting. This deep personalization boosts the efficiency of your campaigns, allowing you to deliver highly relevant content and drive better results in your ABM efforts. GenAI tools have their limitations, of course, and will not replace the human element. You still need to use your own intuition, insights, and data to finalize and check any content and recommendations GenAI provides and ensure it clearly communicates your brand voice and value.
Tools to consider:
- ChatGPT assists in generating personalized content and responses for account-based outreach. Its capabilities help create tailored messaging and engage prospects with relevant information, supporting more effective ABM campaigns.
- Anyword uses AI to optimize and generate compelling marketing copy. It helps craft targeted and persuasive messages for ABM campaigns, which can help enhance engagement and improve conversion rates.
ABM Tools Empower Your Strategic Campaign Optimization
When choosing your ABM software, consider how it will help future-proof your campaign strategies when it’s hard to grow and set you up for the real-time optimization of your approaches. You also need tools that complement each other, particularly tools that bring marketing and other teams, like sales and customer success, together.
Organizational alignment is key for ABM to work. And when you’re able to align various systems and platforms together into a holistic view, you’re able to drive unmatched business impact and the best account-based marketing campaigns. That’s where Madison Logic comes in. The ML Platform provides a holistic view that syncs your data from your CRM, MAP, and marketing channels to run the best ABM campaigns with ease. Customers have experienced:
- 32% higher account engagement
- 28% faster sales cycles
- 17% increase in pipeline
- 23% increase in average order values
As global experts in global demand generation and ABM, Madison Logic helps you design winning ABM activation programs that drive more pipeline and revenue growth. It’s not magic—it’s Logic. Reach out to us and explore our solutions with a demo or talk to one of our experts.
