10 Essential Account Based Marketing Software Tools for Engagement

Engaging the right accounts at the right time can make or break your strategy. But with so much data at your disposal, how do you ensure you’re targeting the accounts that truly matter? That’s where account-based marketing software steps in.

By using tools designed to aggregate engagement data, track both known and unknown website visitors, and identify spikes in account activity, you can zero in on high-value accounts that are ready to convert. In this guide, we’ll walk you through how to harness these tools to drive meaningful engagement, ensuring every marketing move counts.

• Key Takeaways
  Account-based engagement (ABE): Focuses on delivering personalized, impactful messages to high-value accounts at the perfect moment.
  Using account-based marketing software: Helps aggregate engagement data across entire buying committees, offering a complete view of account interactions.
  Tracking both known and unknown visitors: Ensures no engagement opportunity is missed, thanks to advanced tools like reverse IP lookup.
  Identifying spikes in engagement: Is critical for reaching out at the most opportune moments, maximizing conversion potential.
  Key engagement metrics: Such as website visits and email interactions, provide actionable insights for tailoring outreach and refining strategies.
  Top ABM software solutions: Like Demandbase and LeanData offer robust tools to streamline account targeting and engagement tracking.
  Effective tracking: Of content consumption, social media interactions, and event attendance helps you tailor messaging and prioritize high-potential accounts.

Harnessing Engagement Data to Target the Right Accounts

One of the most significant advantages of engagement data is its ability to pinpoint the right accounts to pursue. When a marked increase in interactions from key stakeholders within a target account emerges, it signals a heightened interest in your product or service. This spike in engagement serves as a clear indicator that the account is moving through the buying journey, and should be prioritised.

However, simply identifying engagement is not enough. To transform data into actionable insights, there are three fundamental steps you need to take, underpinned by robust account-based marketing software that supports these actions seamlessly.

Aggregate Engagement at the Account Level

To get a complete view of how an account interacts with your brand, it’s essential to map the actions of individual contacts, leads, and website visitors back to the businesses they represent. Legacy systems often focus on tracking individuals, but modern account based marketing tools allow you to map activities directly to accounts, giving you a comprehensive overview of engagement across entire buying committees.

Track Known and Unknown Website Visitors

For a fully-rounded perspective, it’s crucial to track both known contacts and anonymous visitors. High-level decision-makers may not always engage directly by downloading content or filling out forms. Instead, junior team members often initiate interactions. To ensure you’re capturing engagement from every relevant stakeholder, utilise advanced technology such as reverse IP lookup tools, which can help you identify anonymous visitors who have not previously been tracked—offering you a full 360-degree view of your ABM software solutions performance.

Identify Spikes in Engagement

In the midst of a data deluge, it’s easy for engagement signals to get lost. Therefore, the ability to identify meaningful spikes in activity is critical. Your sales and marketing teams need clear insights into when there is a significant uptick in engagement from a target account—especially when this exceeds their baseline level of interaction. This allows your team to act decisively, reaching out at the most opportune moment when interest is at its peak.

By following these steps, empowered by cutting-edge account based marketing software, you’ll be able to effectively target, engage, and convert high-value accounts, ensuring that your marketing resources are used efficiently and your efforts yield measurable results.

Key Metrics for Tracking Target Account Engagement

To optimise your account-based marketing software strategy, tracking the right engagement metrics is essential. The target account engagement metric goes beyond traditional measures that typically focus on individual leads. Instead, it provides a holistic view of how an entire account interacts with your brand, offering invaluable insights into the interest and intent of high-value accounts.

Effectively tracking these metrics is critical for gauging the success of your ABM software solutions. By focusing on the collective behaviour of target accounts, you can better assess the effectiveness of your marketing efforts in capturing their attention and driving meaningful engagement. Let’s break down the key components that form the foundation of a robust engagement tracking framework.

Key Components of Target Account Engagement Metrics

1. 1. Account-Level Website Visits Monitoring website visits from individuals within a target account helps you identify if the account is actively researching your products or services. The frequency and duration of these visits offer clues about where the account stands in its buying journey, helping your team prioritise outreach efforts. Advanced account based marketing tools can map these visits back to the appropriate accounts, ensuring that no engagement goes unnoticed.
   2. Content Consumption by Target Accounts Tracking the types of content consumed—whether whitepapers, case studies, or webinars—gives you a clearer picture of the areas of interest within a target account. Knowing what content resonates most with stakeholders allows you to tailor your future messaging, aligning your communication with their specific needs and concerns.
   3. Email Engagement Email campaigns remain a cornerstone of personalised outreach in ABM. Tracking metrics such as open rates, click-through rates, and replies to personalised ABM messages provides insight into how engaged an account is with your tailored content. High levels of engagement indicate an active interest in your offering, while low engagement may suggest the need for refined messaging or strategy.
   4. Social Media Engagement Analysing social media interactions—mentions, shares, or comments—by individuals associated with a target account provides a broader understanding of how your brand is perceived and discussed across platforms. These interactions offer a public view of engagement and can serve as early indicators of account interest.
   5. Event Attendance Whether it’s webinars, industry conferences, or roundtable events, tracking attendance from target accounts helps you assess their level of interest and involvement. Those who frequently attend your events are likely more engaged and open to deeper conversations.
   6. Direct Outreach Response Direct outreach, whether through emails or programmatic advertising, is a critical part of any ABM strategy. Tracking how target accounts respond to these personalised efforts—whether through scheduling meetings or responding to targeted messages—gives you a real-time view of how ready they are to move forward in the buyer’s journey.

Top 10 Tools for Tracking Target Account Engagement in ABM

Leveraging the right account based marketing software is crucial to driving targeted engagement with high-value accounts. Below is a comprehensive list of the top 10 account based marketing tools for optimising your engagement strategy:

Demandbase
Demandbase enables marketers to effectively target accounts throughout their purchasing journey. With its user-friendly interface and wide range of features, it helps build highly customised campaigns that drive conversions. As a powerful ABM software solution, Demandbase can assist with:

• Account targeting
• Go-to-market strategy execution
• Customised advertising campaigns
• Personalised marketing campaigns
• Account-based advertising
• ABM reporting and analytics
• Integrating with various technology platforms

LeanData
LeanData is an essential platform for those looking to elevate their use of account based marketing software. The tool provides deeper insights into potential buyers, enabling businesses to deliver messaging that resonates. With features like advanced workflows, lead scoring, and segmentation, LeanData boosts the performance of your ABM campaigns. It also offers comprehensive analytics, supporting data-driven decisions for optimising engagement across channels.

6sense
6sense is a robust ABM software solution designed to support B2B marketing through data-driven insights and integrations. It helps predict when and what target accounts are likely to purchase, enabling proactive engagement. The tool also provides insights into the pain points of each account, allowing for more tailored marketing efforts. Moreover, 6sense facilitates the alignment of sales and marketing strategies, ensuring engagement with key decision-makers is seamless.

HubSpot
HubSpot offers a versatile all-in-one platform, making it one of the top account based marketing tools available. It supports a broad range of B2B marketing activities, including lead generation, email marketing, and social media management. HubSpot’s seamless integration with various sales and marketing tools makes it a valuable component of any ABM strategy.

Terminus
Terminus streamlines the process of identifying high-value accounts, building account lists, and collecting the data needed to personalise your campaigns. Perfect for driving brand awareness, Terminus delivers omnichannel experiences to your target audience. Additional functionalities include:

• Automated marketing activities
• Management of email and retargeting campaigns
• Performance metric generation

Metadata.io
If artificial intelligence (AI) is a cornerstone of your ABM strategy, Metadata.io is a tool worth considering. This platform harnesses AI to automate and scale account-specific marketing campaigns across various touchpoints. In 2024, Metadata.io will be a crucial account based marketing software for tracking engagement, conversions, and return on investment.

DataFox
DataFox leverages machine learning to provide in-depth insights into target accounts. By analysing external data such as company news and leadership changes, DataFox enables marketers to craft messaging that resonates more effectively with prospective buyers. It also helps users filter and prioritise the most promising leads, ensuring that your marketing efforts are directed toward the right accounts.

Clearbit
Clearbit is an indispensable ABM software solution for teams looking to improve their targeting accuracy, streamline workflows, and gain deeper analytical insights. By utilising artificial intelligence, Clearbit enables marketers to gather crucial audience data, prioritise leads, and align marketing efforts with sales strategies. This tool is invaluable for gaining a deeper understanding of your target audience’s behaviour.

Triblio
Triblio is designed to grow account pipelines by helping marketers identify and engage high-potential accounts. With powerful analytics, advertising capabilities, and sales enablement features, Triblio ensures that your ABM campaigns drive engagement and conversions.

Adobe Campaign
Adobe Campaign provides a robust automation platform, allowing marketers to personalise their interactions with target accounts. With features including mobile marketing, email marketing, and social media management, Adobe Campaign allows you to engage your audience across their preferred channels. It also integrates seamlessly with a variety of sales and marketing platforms, delivering detailed analytics to optimise engagement and conversions.