How to Choose the Right Account Based Marketing Platforms: 4 Steps

Choosing the right account-based marketing (ABM) platform can feel like navigating a maze of vendors, promises, and endless features. With so much at stake, it’s no wonder many decision-makers feel overwhelmed. But what if you had a clear, step-by-step guide to cut through the noise?

Whether you’re looking to align your sales and marketing teams or leverage AI-powered insights for personalised campaigns, this blog breaks down the essential steps to choosing the ABM platform that fits your business goals. Ready to make a decision with confidence?

 

• Key Takeaways
  Account-based marketing platforms: Enable personalised, high-value engagement with key accounts, helping businesses align sales and marketing for better results.
  Choosing the right ABM platform: Involves evaluating key features like account identification, personalisation tools, multi-channel targeting, and intent data to maximise marketing efforts.
  Successful ABM: Requires sales and marketing alignment, clear objectives, and an assessment of organisational readiness before adopting an ABM platform.
  Vendor selection: Should be thorough, considering factors such as cost, functionality, scalability, and integration with existing tech stacks.
  Leading platforms: Like Demandbase, RollWorks, and 6sense offer advanced personalisation and predictive analytics to drive ABM success.
  Don’t overlook the importance: Of gathering enriched data about target accounts, including their buying behaviours, needs, and engagement signals.
  Measuring ABM success: Goes beyond MQLs and SQLs—ensure your metrics focus on revenue growth and long-term account engagement.
  Avoid common pitfalls: Such as focusing solely on cost or failing to ensure smooth integration with your existing systems when selecting an ABM platform.

 

What are Account-Based Marketing Platforms?

 

Account-based marketing platforms are sophisticated software solutions designed to help businesses identify, target, and engage with high-value accounts. These platforms align sales and marketing efforts, enabling the creation of personalised, highly targeted campaigns for key accounts. With these tools, companies can orchestrate campaigns across multiple marketing channels, including content, digital advertising, websites, and email. Leveraging account-based marketing platforms allows businesses to target Ideal Customer Profile (ICP) accounts effectively and deliver tailored messaging, resulting in improved outcomes for both marketing and sales.

Key Features of Account-Based Marketing Platforms:

• Account Identification: By leveraging data, the platform identifies and prioritises target accounts based on specific criteria, such as revenue potential, industry, and geographic location.
• Personalisation Tools: These tools enable the creation of bespoke content for specific accounts, tailored to their unique needs and characteristics.
• Intent Data: Captures signals that indicate the likelihood of key accounts purchasing a product or service.
• Multi-Channel Targeting: Supports campaigns across a variety of channels, including email, social media, digital ads, and even direct mail.
• Lead Scoring: Assigns a score to leads based on engagement levels and alignment with target account criteria, helping sales teams focus on the most promising prospects.
• Marketing Automation: Streamlines the execution of campaigns by automating repetitive tasks and coordinating the efforts between sales and marketing teams.
• Analytics and Reporting: Delivers comprehensive insights into campaign performance, allowing teams to measure the effectiveness of their ABM strategy and make necessary adjustments.
• Integrations: Seamlessly connects with CRM systems, aligning campaign activities with both sales and marketing teams for a unified approach.

 

Do I Need an ABM Platform?

Before investing in an ABM platform, it’s crucial to assess how this technology will enhance your organisation’s capabilities. This involves a thorough review of your business needs, available resources, and internal alignment. Here are some key considerations:

• Is your organisational structure mature enough for ABM? Successful ABM initiatives are built on a foundation of organisational maturity. Close collaboration across departments is essential, and the right technical solutions must be in place to facilitate this.
• Have you defined your ABM objectives? Clear goals are essential. Companies looking to target new accounts at scale may prioritise different capabilities compared to those focusing on retention or account expansion.
• Do you have stakeholder buy-in? Gaining support from senior management is critical for ABM success. A detailed forecast of costs and potential ROI will help secure backing from key stakeholders.
• Are sales and marketing aligned on target accounts? ABM requires close cooperation between sales and marketing. Both teams need to agree on the definition of high-priority targets and establish processes for adding or removing accounts from the ABM programme.
• Is your existing technology compatible? Conduct an audit of your current tech stack to identify any gaps or areas where the ABM platform could enhance performance and align with your business goals.
• Have you considered total costs? Beyond the cost of the ABM platform itself, consider the resources needed to execute campaigns, including staffing and potential retraining.
• Have you agreed on metrics for success? Measurement and reporting must be clearly defined from the outset, ensuring consistent updates to senior stakeholders to maintain ongoing support.

 

How Much Do ABM Platforms Typically Cost?

The cost of account-based marketing platforms can vary significantly, driven by factors such as the size of the business, the complexity of the platform, and the features included. Some platforms structure their pricing based on the number of target accounts or the specific features required, while others may charge a flat fee or base costs on a percentage of ad spend.

For smaller businesses, ABM tools can range from a few hundred to several thousand dollars per month. However, for larger enterprises that require more sophisticated solutions, the price can scale considerably higher. To ensure the best value, it is essential that businesses assess their needs, focusing on factors like scalability, ease of use, and how seamlessly the platform integrates with existing systems before making an investment.

 

Examples of the Best Account-Based Marketing Platforms on the Market

 

Demandbase

Demandbase is widely regarded as one of the best account-based marketing platforms, recognised for its advanced personalisation capabilities. The platform uses AI-driven technology to help B2B marketers refine their strategies, precisely target audiences, and improve content delivery. With features such as personalised ads and landing pages, it allows marketers to move from a one-to-many approach to a one-to-one ABM strategy, making it ideal for those looking to optimise their marketing campaigns.

 

RollWorks

RollWorks is another highly rated option, providing a versatile solution for businesses of all sizes. Its ABM tools are designed to streamline marketing and sales alignment, enhance targeting capabilities, and boost revenue generation. RollWorks leverages machine learning to help marketers identify target accounts and engage them through digital ads and web personalisation.

A key feature that makes RollWorks stand out is its ability to measure the effectiveness of your ABM strategies. Many users have hailed it as a must-have platform for account-based marketing solutions, with its seamless integration capabilities—such as with HubSpot—being a major plus. Additionally, it offers excellent customer support, making it an attractive option for those who value long-term service and aftercare.

 

6sense

Known for its powerful predictive analytics, 6sense is a leading choice for businesses that want to harness AI and machine learning to drive ABM success. The platform excels in helping sales teams identify key opportunities, increase deal sizes, and outperform competitors by delivering data-backed insights.

What sets 6sense apart is its expertise in both ABM and B2B customer analytics. It holds a patented AI model that informs teams on the optimal time to engage with an account, providing a significant competitive advantage. By automating omni-channel experiences and integrating data across sales, marketing, and operations, 6sense ensures alignment and unified execution.

 

Terminus ABM

Terminus is a leader in customer-centric account-based marketing solutions, offering a complete command centre that orchestrates multi-channel campaigns. The platform provides services for targeting ideal accounts, activating sales efforts, and isolating valuable signals from noise to drive meaningful results.

At the heart of Terminus is its Account Hub, a centralised system that unifies first- and third-party data, giving teams a 360-degree view of their target accounts. The platform has continually improved, especially with its recent acquisitions of BrightFunnel and Sigstr, which have bolstered its attribution and email targeting capabilities. Terminus also offers an array of resources, including videos, blogs, infographics, and webinars to support ongoing ABM efforts.

 

Key Considerations in Tech Vendor Selection

 

Choosing the right software vendor is a critical decision for any organisation, yet the process can often feel overwhelming. With countless meetings, RFPs, and technical documents to sift through, the path to finding the perfect fit can seem daunting. However, by focusing on the following essential considerations, you can streamline the selection process and identify the best account based marketing solutions with ease.

1. Follow a Comprehensive Vendor Selection Process

A thorough selection process is non-negotiable when it comes to finding a vendor that meets your specific business needs. Cutting corners can lead to serious risks, including low user adoption rates and poor implementation outcomes. To mitigate these risks, it’s important to follow these key steps:

• Discovery: Clarify the business problem that the solution is meant to address.
• Requirements Gathering: Collaborate with stakeholders to understand the critical needs of the business.
• Ranking Requirements: Prioritise these requirements with input from all relevant departments.
• Cost Analysis: Consider both the upfront costs and the long-term return on investment (ROI).
• Vendor Scoring: Measure each vendor against your defined criteria.
• Shortlisting: Narrow down your options to the best account based marketing platforms.
• Demoing: Evaluate shortlisted vendors through live demonstrations to ensure they meet your practical needs.

 

2. Diligently Gather and Rank Vendor Selection Criteria

The process of gathering requirements can be laborious and time-consuming, but it is essential for identifying the right vendor. To avoid fatigue, streamline the process by breaking down the criteria into clear categories:

• Functional Requirements: Ensure the software meets the essential technical capabilities and integrates with your existing systems.
• Cost and ROI: Look beyond initial pricing to understand the total cost of ownership and potential long-term gains.
• Vendor Reputation and Stability: Investigate the vendor’s market standing, financial health, and track record within the industry.
• Support and Maintenance: Consider the quality and availability of customer support, as well as the robustness of the vendor’s maintenance services.
• Compliance and Security: Ensure that the vendor complies with relevant regulations and offers strong security features.
• Scalability and Flexibility: Confirm that the solution can scale with your organisation’s growth and adapt to evolving needs.
• Innovation and Future-Proofing: Examine the vendor’s product roadmap and their commitment to continuous innovation.
• User Experience: Assess the ease of use, availability of training, and overall user satisfaction with the platform.
• Implementation and Deployment: Consider the resources required for a smooth implementation and change management process.
• Vendor Location and Accessibility: Evaluate whether the vendor’s geographic location impacts factors such as security, time zones, or service accessibility.

 

3. Onboarding Speed

The speed at which a vendor can onboard and integrate with your organisation is often a crucial factor in tech vendor selection. A fast onboarding process allows the vendor to quickly grasp the nuances of your business operations, enabling their technology to seamlessly align with your specific needs. Account based marketing platforms that offer rapid deployment can deliver results much sooner, allowing you to see ROI faster.

 

4. Adaptability

Adaptability is a key consideration, particularly in today’s fast-evolving technological landscape. Your chosen vendor must offer solutions that integrate seamlessly with existing systems, scale efficiently, and evolve as industry trends change. Selecting vendors who offer the best account based marketing solutions ensures that your investment delivers long-term value, keeping your organisation competitive in a dynamic marketplace.

 

5. Delivery Track Record

A vendor’s track record of delivering on time, within budget, and to a high standard of satisfaction should weigh heavily in your decision-making process. It’s essential to seek evidence of successful past projects, particularly with businesses similar to yours. A proven track record of delivery reduces the risk of delays and ensures the vendor can meet your expectations.

5 Steps to Choosing an Account-Based Marketing Platform

 

Transitioning to an account-based approach requires careful planning, and it all begins with selecting the right technology. Choosing from the best account based marketing platforms is critical to scaling your strategy successfully. Below is a five-step guide to help you navigate the process and ensure that your ABM program is set up for long-term success.

 

Step 1: Select the Best Accounts

Before launching any campaign, your sales and marketing teams must identify the accounts that will drive the most value. The best account based marketing platforms will provide data-driven insights to guide you in selecting these high-value accounts. Key considerations include Ideal Customer Profile (ICP) fit, current buying stage, intent data, engagement levels, and firmographics or technographics.

This step is vital, as selecting the wrong accounts could derail your efforts. By using an AI-powered platform, your teams can confidently focus on the right prospects, ensuring that your account selection is driven by precise data rather than guesswork.

 

Step 2: Understand Your Accounts in Depth

Once you’ve identified the best accounts, the next step is to gain a deep understanding of their needs and behaviour. Top ABM tools will go beyond basic firmographics and provide insights into the account’s buying committee, their tech stack, the topics they’re researching, and even the geographic locations showing the most activity.

This enriched data allows you to build tailored revenue programs that engage target accounts effectively. By understanding where each account is in the buying journey, you can ensure your outreach resonates with their immediate needs, driving them further along the sales pipeline.

 

Step 3: Engage in a Meaningful Way

Engagement is the cornerstone of any account-based strategy. Buyers today expect personalised, relevant experiences at every touchpoint, so it’s crucial that your platform allows for precise targeting. The best account based marketing platforms enable the delivery of customised content, tailored to both your buyer personas and ICP, across multiple channels.

Whether through digital ads, direct mail, or personalised emails, the content must be timely and specific to the account. By leveraging these tools, you can ensure your messaging cuts through the noise and drives meaningful interactions at the right moments.

 

Step 4: Collaborate Seamlessly with Sales

ABM is a team effort, requiring close alignment between sales and marketing. The right platform will not only facilitate this collaboration but also provide the necessary insights to inform when and how sales should engage with each account. ABM success isn’t about passing leads from one department to another; it’s about creating a unified approach where sales and marketing operate as a cohesive unit.

Look for platforms that deliver comprehensive data, allowing both teams to collaborate on warming accounts, moving them through the sales funnel, and conducting timely outreach. Seamless collaboration ensures that accounts are nurtured at the right moments, driving faster conversions.

 

Step 5: Measure What Matters

Traditional metrics like MQLs and SQLs are no longer enough to capture the true impact of account-based marketing. Today, revenue teams are focused on understanding how ABM strategies affect the bottom line. The best account based marketing solutions will allow you to track real business impact, measuring how effectively your accounts are being engaged and which strategies are driving pipeline growth and revenue.

Clear alignment between sales and marketing on what success looks like is crucial. The right platform will provide metrics that demonstrate the tangible outcomes of your ABM efforts, enabling you to secure stakeholder buy-in and scale your account-based programs with confidence.

 

Questions to Ask ABM Vendors Before Selection

When selecting the right vendor for your account based marketing platforms, it’s essential to come prepared with the right questions. While not all of these will be relevant to your specific business needs, having a comprehensive set of queries ensures that you cover all bases during a demo. Below are some key questions to ask:

• How intuitive and user-friendly is the tool?
• Does the vendor understand our business model and marketing goals?
• Are we being shown the critical features that align with our must-have requirements?
• Can the tool assist in identifying and prioritising target accounts?
• What kind of machine learning or AI capabilities does the platform utilise?
• Is the platform capable of segmenting and displaying accounts based on multiple criteria?
• Can the platform match both existing and new leads to their correct accounts?
• Can it identify anonymous leads and map them to the right accounts?
• Does the platform show visitor sources (e.g., channels or campaigns)?
• Does it track visitor actions on the website, such as clicks or content views?
• Can the tool track visitor behaviour across multiple visits?
• Are we able to manage cross-channel campaigns across all our marketing channels through this platform?
• Does the platform ensure compliance with relevant privacy regulations?
• Does the tool provide real-time analytics and reporting?
• Can it offer both summary and detailed views of account data and insights?
• How does the platform measure account engagement?
• Are there native integrations with our CRM and/or marketing automation platforms to utilise historical data effectively?

 

 

Common Mistakes When Selecting ABM Tools and How to Avoid Them

 

1. Focusing Solely on Cost
   In today’s uncertain business environment, it can be tempting to prioritise lower-cost options when selecting tech vendors. However, this approach can lead to long-term issues. Low-cost vendors may not invest enough in their own systems or customer support, leaving you without timely assistance when you need it most. Additionally, these suppliers may cut corners, which could compromise the quality of their product. In some cases, you may face hidden costs down the road, such as higher consultancy fees or after-sales support costs, which inflate the total expenditure. When selecting the best account based marketing solutions, it’s worth investing in a robust tool that delivers value and long-term reliability.

2. Failing to Establish Clear Expectations
   Successful vendor relationships are built on clear, honest communication. Enter every business relationship with a detailed understanding of what you need from the vendor. Clearly articulate your expectations to ensure that both parties are on the same page from the start. This not only prevents misunderstandings but also provides an opportunity to assess whether the vendor’s capabilities match your business needs.
3. Overlooking Longevity
   When selecting an ABM vendor, ask yourself: will this company be around in ten years? ABM platforms are often integral to your operations, and switching tools midstream can be costly and time-consuming. Ensure your vendor has the capacity to grow alongside your business. A vendor’s ability to adapt to your evolving needs is as important as their initial offering.
4. Lack of Integration Capabilities
   It is critical to ensure that any account based marketing platforms you select integrate seamlessly with your existing marketing systems. Without strong integration capabilities, you risk siloed data and inefficiencies in both data flow and analysis, which could hinder the effectiveness of your campaigns.
5. Ignoring User-Friendliness
   A platform’s usability plays a major role in its success within your organisation. An overly complex interface can impede adoption and make it difficult for your teams to derive actionable insights. Prioritise ease of use and intuitive navigation when evaluating ABM tools. User-friendly platforms improve efficiency and adoption rates across teams.
6. Not Considering Support and Training
   Adequate vendor support and access to training resources are essential for the successful implementation and ongoing use of ABM platforms. Neglecting this aspect can lead to difficulties in setup, learning curves for staff, and troubleshooting issues, ultimately limiting the tool’s overall effectiveness.