The Ultimate ABM Strategy Template for B2B Success

Imagine having a clear roadmap that transforms your ABM strategy from abstract to actionable, delivering personalised experiences to high-value accounts with precision. That’s precisely what this ABM Strategy Template offers. Whether you’re focusing on one-to-one, industry-specific, or scalable ABM approaches, this guide provides step-by-step methods tailored to each stage of your journey.

From selecting your ideal accounts to achieving seamless sales and marketing alignment, you’ll gain practical insights that will enable you to harness data-driven tactics and build a dedicated ABM team. Dive in to uncover the strategies that will elevate your B2B marketing efforts and drive measurable results.

 

• Key Takeaways
  Choose the Right ABM Approach: Tailor your strategy with 1:1, industry-specific, or scalable ABM to match your business goals and resources.
  Align Marketing and Sales: Foster collaboration by defining shared objectives, encouraging open communication, and aligning on ABM goals for improved ROI.
  Build a Dedicated ABM Team: Assemble a cross-functional team including SDRs, campaign marketers, and customer success managers to deliver personalised campaigns.
  Establish Key Metrics Early: Set benchmarks like account engagement and pipeline contribution to monitor performance and adjust tactics as needed.
  Target Accounts with a Precise ICP: Define your Ideal Customer Profile and leverage both first-party and third-party data to refine your target list.
  Develop Personalised Content: Craft content formats that resonate with decision-makers, using blogs, case studies, and webinars tailored to individual preferences.
  Implement Micro-Targeting Tactics: Use data to create highly specific account clusters, allowing for targeted messaging that resonates deeply with each group.
  Emphasise Continuous Data Quality: Regularly cleanse and validate your data to ensure accuracy, guiding informed decisions in your ABM campaigns.
  Engage the Buying Committee: Tailor your approach to each role in the buying committee, addressing their unique priorities for stronger alignment and engagement.
  Leverage Key ABM Tools: Optimise your strategy with ABM-specific software like HubSpot and Terminus, which enhance personalisation, automation, and tracking across your campaigns.

 

How do you structure an ABM campaign effectively?

 

1. Selecting the Right ABM Approach for Your Business

To maximise the effectiveness of your ABM strategy template, the first step is to select the most suitable type of ABM for your business goals. Here are three common approaches:

1. Focused Targeting of High-Value Accounts
   • This method involves identifying a small number of your highest-value accounts—typically one to five—and directing a significant portion of your budget towards deeply personalised efforts. Here, the goal is to craft highly specific messaging that resonates at an individual level, ensuring these key accounts receive a tailored experience that drives engagement.
2. Industry-Specific ABM for Sector Cohesion
   • In this approach, you target a larger group of up to 30 accounts within the same industry. Sector-specific ABM tactics enable you to create coordinated marketing initiatives that address shared challenges or objectives within a particular sector. By grouping these accounts, you can deploy content and messaging that speaks directly to industry-wide concerns while still tailoring the delivery for each account.
3. Scaled ABM with Personalised Digital Marketing
   • For broader outreach, traditional digital marketing techniques are repurposed with a customer-centric focus to attract around 30 or more key accounts. This form of ABM leverages automation and data to deliver relevant, personalised messaging at scale. While less focused on hyper-targeting, it allows for scalable ABM tactics that extend the reach of your message to a larger audience without sacrificing personalisation.

These approaches are often framed in terms of marketer-to-account ratios:

• 1:1 ABM, where one marketer tailors messaging to a single high-value account, crafting personalised interactions based on that account’s unique attributes.
• 1:Few ABM, clustering a small number of similar accounts that share specific needs, allowing you to concentrate your resources and messaging on issues relevant to a few interconnected businesses.
• 1:Many ABM, a broader approach that applies ABM strategy framework principles to a larger group, leveraging technology to reach a more extensive audience with customised content that still feels individualised.

 

2. Achieving Alignment Between Marketing and Sales

Establishing an effective ABM strategy framework requires more than just targeted marketing; it demands seamless collaboration between sales and marketing teams. A common misconception is that ABM equates to fewer leads for sales teams. However, by aligning both departments, you ensure that every lead pursued is strategically valuable. To foster this alignment:

• Define Shared Objectives and Goals: Both sales and marketing need to agree on a unified strategy, with clearly defined targets and roles. This alignment ensures that the resources invested into ABM efforts yield the highest possible ROI.
• Encourage Open Communication: Regular check-ins between teams help maintain alignment, allowing both sides to share insights and adapt tactics based on real-time feedback from campaigns.

 

3. Building a Dedicated ABM Team

Once you’ve demonstrated the value of ABM within your business, it’s time to assemble a cross-functional team to support your campaigns. A well-rounded ABM team will typically include:

• Sales Development Representatives (SDRs): Focused on outbound lead generation, SDRs are pivotal in identifying and engaging potential accounts.
• Marketing Development Representatives (MDRs): These reps handle inbound interest, following up on leads generated from marketing activities.
• Sales Operations and Marketing Operations: These teams drive efficiency within their respective departments, ensuring that ABM processes are streamlined and optimised.
• Campaign Marketers: Specialists in multi-channel ABM, campaign marketers develop personalised campaigns that target specific accounts, guiding prospects through the buyer journey.
• Content Producers: From writers to graphic designers, these creatives produce the engaging assets necessary for ABM campaigns, tailored to resonate with each target account.
• Customer Success Managers: Focusing on long-term relationship building, these managers ensure that once accounts are secured, they continue to receive value and remain engaged over time.

 

4. Selecting and Tracking Key Metrics

 

To validate the impact of your ABM tactics, it’s essential to establish clear metrics before launching your campaign. Monitoring the right metrics allows you to gauge performance, adjust strategies as needed, and provide evidence of success to stakeholders. Key metrics might include:

• Account Engagement: Track interactions across channels, such as email open rates, click-through rates, and website visit frequency, to measure the engagement level of each targeted account.
• Pipeline Contribution: Measure how much revenue your ABM strategy is driving relative to other marketing efforts, providing a clear picture of ABM’s impact on overall growth.

Establishing these metrics early in the process ensures that both sales and marketing teams understand the benchmarks for success. Transparent sharing of results as the campaign progresses fosters a collaborative environment where both teams can learn and adapt together, maximising the effectiveness of the ABM strategy template over time.

 

5. Crafting a Targeted ABM Account List

Developing a precise and targeted account list is crucial within any successful ABM strategy template. By following these structured steps, you can create a target list that aligns with your business objectives and enhances the efficacy of your ABM strategy framework.

Step 1: Establish Your Ideal Customer Profile (ICP)

To build an impactful target list, begin by defining your Ideal Customer Profile (ICP). This step involves a collaborative effort between your sales and marketing teams to ensure that both are aligned in their focus. Your ICP represents the exact type of account you aim to engage within your ABM strategy framework. Unlike broader marketing approaches, which target a wide audience in the hopes of securing numerous leads, ABM tactics demand a much more granular approach. Here, the emphasis is on identifying a select few high-value accounts with a strong potential for personalised engagement.

Step 2: Assess First-Party Intent Data

Once you have a clear ICP, the next step is to gather first-party intent data—vital indicators of direct engagement with your brand. This data could encompass various forms of user interaction, such as:

• Attendance at your events
• Viewing or downloading of your content
• Completion of online forms

These signals provide a window into how prospective accounts interact with your brand, helping to sharpen the focus of your ABM strategy template.

Step 3: Evaluate Third-Party Intent Data

To extend beyond existing touchpoints, incorporate third-party intent data. While first-party intent data captures those who have already shown interest, third-party intent reveals potential leads who may be interested in your industry but are not yet aware of your company. Look for signals such as:

• Visits to competitor websites
• Searches for relevant industry terms

Identifying these signals involves a two-step process. Start by defining keywords that accurately reflect your industry; these terms should be both relevant and specific. Then, build a list of approximately 250 keywords, ensuring that each term aligns with your industry’s focus. Double-check for relevance to avoid attracting unrelated traffic, which could dilute your efforts and reduce the effectiveness of your ABM tactics.

 

6. Developing Personalised Content for ABM

Personalisation sits at the core of any successful ABM strategy framework. Here are detailed steps to craft content that resonates with each account.

Step 1: Identify the Decision-Making Unit (DMU)

Utilise your ICP to deepen your understanding of the decision-makers within each target account. Each Decision-Making Unit (DMU) comprises individuals who collectively influence purchasing decisions. For ABM, it’s essential to gain granular insights into each DMU member’s role, preferences, and pain points.

To engage these decision-makers effectively:

• Gather intelligence through online research and LinkedIn ABM campaigns
• Customise your outreach to reflect individual interests and roles
• Avoid broad messaging; instead, tailor content that speaks to each person’s specific function within the DMU

Step 2: Select Appropriate Content Formats

Today’s marketing landscape offers a plethora of content formats, allowing you to connect with decision-makers through various mediums. Keep in mind that each DMU member may have unique content preferences. Some might prefer in-depth whitepapers, while others may favour concise case studies or video content.

Popular formats for ABM content include:

• Blogs
• Videos
• Case studies
• Whitepapers and guides
• Webinars and podcasts
• Direct mail and letters
• Templates and checklists
• Surveys and reports

Step 3: Choose Optimal Channels for Content Delivery

Deciding where to share your content is as important as the content itself. Revisit your ICP to determine which digital channels your target accounts frequently use. By identifying where they engage most—whether through social media, email, or industry-specific forums—you can ensure that your content reaches them where they’re most active.

Here are some key actions to take:

• Research Engagement Patterns: Analyse social media and email engagement data to understand which channels yield the highest interaction rates with your target accounts.
• Customise Messaging: Tailor your messaging for each platform, ensuring it resonates with the specific audience. For example, LinkedIn content should differ in tone and structure from content distributed via email.

By strategically positioning content across these channels, you can enhance the reach and impact of your ABM strategy template, ensuring that each piece of content is purposefully placed to engage your most valuable prospects.

 

 

Unique ABM Tactics to Drive Campaign Success

 

1. Embrace Micro-Targeting for Precision Engagement

Micro-targeting allows you to hone in on incredibly specific groups within your account list. Rather than broadly targeting enterprise companies in healthcare, for example, you might focus on enterprises with over 10,000 employees in the Pacific Northwest engaged in R&D. By narrowing your audience, you’re able to tailor your content and advertisements precisely, maximising relevance and impact.

Start with larger groups if needed, but don’t shy away from splitting them into smaller clusters. These targeted subsets enable you to pinpoint unique pain points for each micro-segment, driving highly personalised engagements that align with your overall ABM strategy template. This tactic, when embedded into your broader ABM strategy framework, strengthens your campaign’s ability to resonate deeply with each account.

2. Key ABM Metrics: What to Track and Why It Matters

To navigate the complexity of ABM effectively, it’s essential to know which metrics reflect campaign success and areas for improvement. Critical KPIs within your ABM tactics should include:

• Account Engagement: This metric captures how well your target accounts interact with your marketing efforts. Low engagement signals a need to adjust your approach, while high engagement validates your strategy. Measure it through email opens, website visits, social media interactions, and other relevant points of contact.
• Customer Retention Rate: A crucial indicator of long-term success, this metric reflects how well you’re retaining customers over time. High retention is particularly vital in ABM, where losing a high-value account has significant repercussions. Calculate this by tracking how many customers stay with you over a designated period, such as a year.

By closely monitoring these metrics, you can refine your ABM strategy framework continuously, ensuring each campaign iteration is more informed and effective than the last.

3. Implement Customised Marketing Emails

Generic, mass-marketed emails rarely drive the engagement needed for ABM success. Instead, focus on crafting emails that speak directly to the recipient’s interests and preferences. This tailored approach can significantly enhance open rates and drive meaningful conversions.

The specificity you choose can vary: you might send emails to small prospect groups united by common traits, or go even further by creating unique emails for each prospect. While the latter is more resource-intensive, this level of detail can make all the difference when engaging high-stakes, selective accounts.

4. Utilise Sequential Advertising to Guide Prospects Along the Sales Funnel

Pay-per-click advertising, when aligned with ABM principles, can deliver sequential messages to guide a prospect through each stage of the buying journey. This approach involves creating a series of ads tailored to the specific needs and interests of your target accounts.

For instance, if a prospect needs data-driven evidence to make a decision, start with a compelling statistic in your first ad. Then, use subsequent ads to build a logically structured case for your solution. Alternatively, if your target values a narrative approach, gradually reveal your story over a series of ads, each deepening their engagement.

This structured sequence, grounded in your ABM strategy template, enables you to engage accounts with content that reflects their particular preferences, seamlessly steering them through the sales funnel.

 

Proven Strategies for a Winning ABM Campaign

1. Start with A/B Testing to Establish a Baseline

An effective ABM strategy template begins with a solid foundation of data, and A/B testing is crucial in setting that groundwork. Before you launch an ABM campaign, it’s essential to benchmark your current performance. By determining baseline metrics—such as conversion rates on landing pages, average click-through rates (CTR) for display ads, and the typical sales cycle length—you set clear reference points. This way, you can measure the impact of your ABM tactics and optimise incrementally for sustained success.

Once you have your benchmarks, select a specific variable tied closely to your campaign KPIs for A/B testing. For instance, if your goal is to increase form submissions via a pop-up call-to-action (CTA), test variations in the pop-up’s design or copy. Comparing metrics such as CTR across these variations reveals which approach resonates best, enabling you to refine your ABM strategy framework for maximum effectiveness.

 

2. Leverage Sales Activations That Reps Will Actually Use

Sales activation is indispensable to any ABM strategy framework, as success hinges on sales and marketing teams working in harmony. For ABM tactics to truly take root, the tools and content you provide must align with your sales team’s daily workflows and be immediately actionable. Start by understanding how your sales team operates and identifying where ABM sales activations can best fit into their processes.

To empower your sales teams effectively, consider these three essential elements:

• Actionable Knowledge: Equip sales reps with insights from intent data and smart scoring, helping them prioritise outreach to accounts with the highest potential. This approach ensures that each interaction is informed and targeted, a core benefit of a well-structured ABM strategy template.
• Air Cover: Support your sales team’s efforts with targeted advertising that builds brand awareness among high-fit accounts. By reaching prospects through ads, you provide an additional layer of credibility, reinforcing your team’s outreach with consistent messaging.
• Supporting Content: Provide a range of resources—such as blogs, case studies, videos, and eBooks—that sales teams can leverage in their conversations. This content should be versatile enough to align with various industry-specific interests and adaptable for personalised landing pages, making it a valuable asset within your ABM strategy framework.

Each of these components ensures that your ABM tactics are fully integrated into sales operations, making it easier for reps to engage meaningfully with key accounts.

 

Essential ABM Campaign Best Practices

 

A cornerstone of an effective ABM strategy template is understanding and engaging the B2B buying committee. These committees often consist of a diverse set of stakeholders within target organisations, each bringing unique priorities and influence over purchasing decisions. Navigating these dynamics requires a strategic approach within your ABM tactics, as well as a comprehensive understanding of the roles involved.

 

Recognising the B2B Buying Committee

Research indicates that B2B buying committees typically comprise six to fifteen members, each of whom influences the purchasing process. To truly leverage your ABM strategy framework, you need to identify these stakeholders, understand their roles, and tailor your messaging to address their specific needs and concerns.

Key Roles Within the Buying Committee

Grasping the structure of the buying committee is integral to deploying your ABM strategy template effectively. Here are the primary roles you’re likely to encounter:

• The Champion: Champions are internal advocates, often department heads or project managers, who see the value in your solution and push for its adoption. They’re invaluable allies, as their enthusiasm can influence the rest of the committee.
• The Decision-Maker: This individual, often a senior leader such as a CEO or managing director, holds the authority to make final purchasing decisions. To win over the decision-maker, you must clearly demonstrate how your solution aligns with long-term business objectives.
• The Budget Holder: Typically a CFO or Financial Director, the budget holder scrutinises the financial implications of any purchase. Securing their approval involves presenting a compelling business case, complete with detailed cost-benefit analyses and ROI projections.
• The Influencer: Influencers, often found in Sales, Marketing, or IT departments, wield significant sway within the committee, despite lacking formal decision-making power. Their endorsement can shift the perception of your offering, making it crucial to address their specific interests.
• The Blocker: Blockers, usually from Compliance or Legal, may pose challenges to your ABM strategy by raising objections or delaying decisions. Engaging with them early and addressing their concerns can mitigate risks and keep the process on track.

 

Tailoring Your Approach for Each Role

Aligning your ABM tactics to meet the priorities of each role enhances your campaign’s impact and drives engagement across the buying committee. Here’s how to tailor your strategy:

• For the Champion: Equip champions with high-quality content they can use to advocate for your solution. Provide resources like white papers, success stories, and exclusive reports that demonstrate tangible benefits and reinforce their enthusiasm.
• For the Decision-Maker: Address decision-makers’ strategic concerns with comprehensive content that highlights long-term benefits, such as ROI, efficiency gains, and competitive advantages. Thought leadership pieces that explore industry trends can also resonate well with this audience.
• For the Budget Holder: Focus on the financial metrics that matter. Present clear, transparent pricing models along with detailed cost-benefit analyses, TCO estimates, and break-even calculations. Incorporate risk mitigation strategies, such as SLAs or performance guarantees, to further reassure them.
• For the Influencer: Position your company as an industry leader by sharing credible, expert-backed content. Leverage social proof, including anonymised case studies and testimonials, to build trust. Consider involving influencers directly, perhaps by co-hosting a webinar or contributing to a collaborative white paper.
• For the Blocker: Engage with blockers proactively to address potential objections before they become barriers. Provide reassurances with strategies like phased implementation plans or pilot programmes, and demonstrate empathy by offering solutions that alleviate their specific concerns.

By crafting an ABM strategy framework that addresses each stakeholder’s unique priorities, you strengthen your position within the buying committee, enabling a more streamlined and effective sales process. This targeted approach ensures that your ABM strategy template is not just comprehensive but also deeply personalised, fostering meaningful connections with those who ultimately hold the keys to a successful outcome.

 

Account Mapping for Sustained Growth and Enhanced Client Engagement

An effective ABM strategy template relies on precise account mapping, which serves as a foundational element for long-term revenue growth and optimised client engagement. Rather than viewing account mapping as a mere recommendation, savvy leaders understand it is an essential practice that bolsters a robust ABM strategy framework. By incorporating these account mapping best practices, organisations can gain a competitive edge, ensuring their sales strategy remains closely aligned with ever-evolving market demands.

Emphasising Data Quality and Accuracy

Data quality is integral to successful account mapping within your ABM tactics. The precision of your data directly influences strategic decision-making and shapes how you tailor interactions with each client. To embed account mapping effectively into your ABM strategy template, organisations must adopt rigorous data collection and verification protocols. This includes:

• Regular Data Cleansing: Continuously remove outdated or irrelevant information to keep your data accurate.
• Validation Checks: Implement checks to verify the accuracy of new data entries, ensuring reliability.
• Personnel Training: Equip team members with a nuanced understanding of data quality, empowering them to manage information meticulously within the CRM.

This commitment to data integrity ensures that every piece of information fed into your account mapping processes is both precise and actionable, enhancing the overall effectiveness of your ABM strategy framework.

Implementing Routine Review and Update Cycles

In the dynamic B2B sales landscape, account maps are not static assets; they must be consistently revisited to stay relevant. A successful account mapping approach within your ABM tactics will include structured review cycles. These cycles involve regular team sessions to assess and update account details, taking into account shifts in client needs, market trends, and organisational objectives.

Institutionalising these review cycles as a core component of your ABM strategy framework allows for:

• Agility: Swiftly adapting to changes in client circumstances or the competitive landscape.
• Responsiveness: Proactively addressing emerging trends or challenges within key accounts.
• Forward-Thinking Strategy: Maintaining a future-focused perspective by aligning account mapping efforts with strategic goals.

By embedding routine updates into your account mapping processes, your organisation can ensure that its ABM strategy template remains both flexible and relevant, capable of driving sustainable growth through informed, data-driven decisions.

 

 

ABM Campaign Metrics for Maximising Business Impact

 

A well-constructed ABM strategy template hinges on clear metrics and KPIs that unify teams and optimise each step of the customer journey, ultimately driving substantial business impact. When metrics are smartly chosen and effectively monitored, they become a powerful tool for securing further investment and expanding ABM efforts. Therefore, it’s crucial to focus on metrics that not only track growth—such as pipeline and revenue—but also reflect key ABM measurement areas, including engagement and overall campaign performance.

 

Engagement Metrics for Content Performance

To gain insights into content effectiveness, engagement metrics are indispensable. They reveal how your target accounts interact with your content across various touchpoints, enabling you to refine your ABM tactics based on real-time feedback. Essential engagement metrics to track within your ABM strategy framework include:

• Email Opens: Gauge interest by tracking how frequently emails are opened.
• Click-Through Rates (CTR): Measure how many recipients engage with your content by clicking on embedded links.
• Content Downloads: Monitor the frequency of resource downloads to understand which assets resonate most.
• Social Media Interactions: Track likes, shares, and comments as indicators of broader engagement.
• Website Visit Duration: Evaluate how long visitors spend on your site, which reflects the depth of their interest.
• Webinar Registrations: Assess interest in your thought leadership by tracking sign-ups for live events.

By regularly assessing these metrics, you can continually adjust your ABM strategy framework, ensuring your content remains aligned with target account preferences and behaviours.

 

Aligning Sales and Marketing on KPIs

For an ABM strategy template to succeed, marketing and sales must share a unified vision of what success looks like. This collaboration is essential for delivering a cohesive, personalised experience to buyers throughout the sales cycle. However, marketing and sales teams often prioritise different KPIs. Sales may focus on metrics like new account acquisitions, win rates, or contract renewals, while marketing typically values lead quality and brand awareness.

To bridge this gap, it’s crucial for both teams to agree on shared success metrics, promoting alignment in campaign targeting and messaging. By establishing common KPIs, marketing and sales can work together seamlessly, driving a more impactful ABM strategy framework.

 

Real-World Examples of ABM Success

Example 1: A B2B Agency Closes Two Out of Three Target Accounts

One B2B agency achieved remarkable success by using personalised ABM tactics, leveraging Turtl’s content personalisation tools during a traditionally slow business period.

Approach: The agency identified three high-potential clients within the same industry and created a master content piece tailored to their interests. Using Turtl, they then customised each version with the client’s name, logo, and unique markers, generating content that felt bespoke. The team tracked content interactions with Turtl Analytics, which provided insights into what resonated most with each client, allowing the sales team to tailor follow-up conversations.

Why It Worked: By focusing on a small number of key accounts, the agency was able to invest significant attention and care into their ABM tactics. Turtl enabled scalable personalisation, as content was crafted once but customised for each account. Analytics revealed which elements were shared internally, demonstrating the content’s impact and ensuring the sales team had actionable data to drive engagement.

Example 2: Telecom Provider Increases Booked Meetings by Fourfold Through Reader-Led Personalisation

In a unique twist on ABM tactics, a major telecom company broadened its reach by allowing readers to self-customise content, effectively segmenting themselves based on individual preferences.

Approach: The company created a digital document that allowed readers to select content relevant to their needs, transforming a single resource into a dynamic, personalised content stream. This self-led personalisation approach not only engaged readers but also provided the telecom company with valuable data on reader preferences, which guided subsequent interactions.

Why It Worked: The digital document generated a substantial 1,400 leads in two months. By offering an interactive experience, the company gained deeper insights into customer interests, enabling them to personalise follow-up content more effectively. This approach also empowered the sales team with a wealth of background information, strengthening their ability to close deals with well-informed, targeted conversations.

 

ABM Tools & Software for Strategic Execution

 

Selecting the right tools is a crucial component of any ABM strategy template. These platforms enhance your ability to reach prospects, nurture leads, and ultimately drive them into your sales pipeline. Below are some ABM software options that can amplify your efforts within an ABM strategy framework.

 

1. HubSpot

Pricing: $800/month

HubSpot offers an array of free tools, but the real power for ABM tactics is unlocked with their Marketing Hub plan. At this level, HubSpot’s Smart Content feature comes into play, enabling you to deliver highly personalised content to target accounts. Coupled with HubSpot’s extensive suite of tools, this feature helps you refine your ABM strategy template for maximum impact.

 

2. Uberflip

Uberflip provides a comprehensive platform designed to facilitate account-based marketing. It enables marketers to craft account-specific messaging and streamline content resources into a centralised library. By aligning sales and marketing teams, Uberflip helps ensure that your ABM strategy framework remains consistent and coordinated across all touchpoints.

 

3. Groove

Groove supports sales engagement by offering detailed snapshots of account interactions, enabling prioritised lead filtering and multi-contact management. While Groove primarily focuses on sales engagement, it is a valuable asset within broader ABM tactics, offering insights into account engagement that complement more extensive ABM solutions.

 

4. Terminus

Terminus is a versatile tool that strengthens brand awareness and deepens relationships with target accounts. Its capabilities span from optimising web engagement and intent data analysis to building a robust prospecting pipeline. By applying a step-by-step playbook, Terminus helps you manage an effective ABM strategy throughout the customer journey, ensuring consistent engagement and reduced customer churn.

 

5. Adobe Campaign

Adobe Campaign offers a robust suite for email and mobile marketing, providing tools for campaign creation and full journey management. With powerful segmentation features, Adobe Campaign is ideal for marketers seeking granular control within their ABM tactics, especially if they need a comprehensive system that handles complex marketing workflows.

 

6. Act-On

Pricing: From $900/month for 2,500 active contacts

Act-On provides a range of marketing automation tools that cater specifically to ABM. From tracking account-level engagement to creating dynamic landing pages, Act-On integrates decision-maker behaviours into your ABM strategy template, helping you track and respond to nuanced account interactions.

 

7. ActiveDemand

Pricing: Free trial; pricing upon request

ActiveDemand is a flexible ABM solution suited for smaller businesses. It features predictive email sending, dynamic content, behavioural retargeting, and lead scoring. Its customisation capabilities make it an adaptable addition to your ABM strategy framework, accommodating diverse marketing needs from agencies to larger corporations.

 

8. Outbrain

Pricing: Cost-Per-Click model

Outbrain Amplify places your ads on high-traffic sites, ideal for raising visibility among target accounts. While not essential for all ABM tactics, Outbrain can be a useful addition if your strategy involves placing ads in high-visibility areas to bolster brand awareness within key markets.

 

9. PathFactory

PathFactory divides its platform into Content Insights and Content Activation, providing in-depth analysis of how prospects engage with your content. This tool informs future content decisions and deployment strategies, ensuring your ABM strategy framework is backed by data-driven insights. Note that onboarding requires a minimum of ten days, so it’s suited to teams prepared for a comprehensive set-up process.

 

10. Seismic

Seismic is a powerful tool that unites marketing and sales teams, fostering collaboration and content alignment. By tracking content performance and ensuring consistent branding, Seismic ensures that both teams stay on message, allowing your ABM strategy template to be implemented smoothly across departments. This platform is particularly beneficial for tracking which assets resonate most with target accounts, thus driving better-informed sales engagements.