Was ist das beste Account-Based-Marketing-Tool, um B2B-Kunden zu erreichen? (2024)

Use your own data to identify your target accounts. Do not make the mistake of solely relying on third-party information. Your CRM likely provides valuable insights about your desired target audience already. This data is often overlooked as it may not be in a perfect state (e.g., heterogeneous data, missing data, old data, etc.). Still, your data is a great starting point for identifying your target accounts.

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There are so many factors to consider when choosing a tech stack for your ABM initiatives such as budget, account size, geography, average deal value. Also whether you’re implementing for a campaign or implementing always on or full stack ABM across your organisation. First step should be to see how you can rethink/repurpose your existing tool stack through an ABM lens (e.g your CRM, automation system, website and analytics tools) to draw insights and create bespoke ABM experiences. Then look to procure new tools that fit the needs and to enhance performance:- Insights: Bombora, 6Sense, Lead Forensics, Rollworks- Experience: Folloze, Turtl, Webeo, Storyblok, Marketo- Ad delivery and outreach: Sales Navigator, DemandBase, Dv360

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Account-Based Marketing (ABM) strategy as a solar energy provider, we will pinpoint target accounts through comprehensive analysis of their compatibility and engagement. This analysis will draw from data in our Customer Relationship Management (CRM) system and digital platforms, with a particular emphasis on high-value prospects who closely match our customer profile and exhibit genuine interest in our solar solutions.

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The best account-based marketing (ABM) tool for B2B customer outreach depends on specific business needs. However, platforms like Terminus and Demandbase are highly regarded. Terminus offers comprehensive ABM features, while Demandbase excels in account targeting and personalization, both empowering businesses to drive targeted engagement and conversions in the B2B space.

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The next step is engaging these targeted accounts with personalized content. A versatile ABM tool is crucial here, as it should facilitate the creation and distribution of content tailored to the specific needs and interests of each account. This tool should also enable tracking the effectiveness of different engagement strategies, allowing for data-driven optimizations. Engagement can be through various channels such as personalized emails, targeted social media content, specialized webinars, and even direct mail, depending on the preferences of the target accounts.

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After identifying target accounts, the next step is engaging them with personalised content through various channels (identified in the previous step).An effective ABM tool is crucial for crafting and delivering customised messages that resonate with your audience's specific needs. This tool also plays a key role in tracking and measuring campaign effectiveness, providing insights to optimise future strategies. Using the different channels mentioned, you can reach your audience using different styles of communication with the aim of driving engagement. The ABM tool you use should support this outreach.

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Absolutely! Alignment between sales and marketing teams is crucial in maximizing the benefits of Account-Based Marketing (ABM). An effective ABM tool acts as the bridge, fostering collaboration and communication while providing shared data and insights. With role assignments, workflows, triggers, and automation, it streamlines processes. This alignment enhances efficiency, ensures consistency, and establishes accountability, all contributing to a more effective ABM strategy.

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Sales and marketing alignment is the first and principal part of any ABM strategy. This is the key to a successful ABM program. Without the buy in and ongoing communication and continuous feedback between teams-the efforts are pointless. I would put this as the first step. In addition, any tools implemented for ABM program need to serve the teams, and not be time consuming and require alot of data input. Ultimately, it takes working as one team towards one goal to succeed with ABM.

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This should really come before everything else. We hold measurement alignment workshops before we put anything in market. So many B2Bs are still (unfortunately) working under the pretenses of “marketing sourced” vs “sales sourced.” If this is your org, it is critical to define what criteria impact volume for each. If a dead contact that a sales person acquired at a trade show 3 years ago starts showing interest again because of a LinkedIn ad they saw in their feed, is that marketing sourced? For that same account, if a sales person multi-threaded and found the budget holder via that contact, and they open the opportunity with that contact, is it still marketing sourced? Agree on attribution up front to avoid finger pointing later.

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ABM implies Marketing, but the most important thing is alignment across Sales and Marketing. Attribution is the trickiest piece, but alignment toward the model is key.

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When I was in charge of ABM for a B2B services organization, I chose 6Sense. The set up took a few weeks and then our sales team got automatic triggers when one of the companies we were tracking were making big moves. It helped us have targeted nurturing campaigns go to the right people.

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Falando sobre segmentação e ferramenta de ABM para controle do share de impressões e alcance, o Linkedin pra mim, é essencial - principalmente no B2B. Isso porque, aqui no Linkedin (principalmente Linkedin Ads) conseguimos especificar meticulosamente quem gostaríamos de atingir. E ainda, analisar os dados demográficos da campanha para entender quem mais está interagindo, cargos, etc. Vale a pena!

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While I have used 6sense and DemandBase, I prefer 6sense the UI is better, their customer success team is impeccable and they are committed to seeing you succeed with their product. The tool is so flexible while also being scalable for your business. As an operations leader its what helps me drive sales and marketing alignment while producing pipeline and revenue. I think it's important to look at your budget, goals, size and experience of your operations team before you implement a tool like this, but one you do you will never go back.

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If the answer isn’t depends, they’re lying to you and you should befriend them.Bc the same person usually says abm = display ads

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The ABM stack should include:1. Account Selection Tools - Intent, Wallet, Technographic (for IT Companies) data aggregator. Selection will depend on your market geography and target audience. For example - 6Sense or Demandbase might work well for the Americas but not so much for EMEA and APAC.2. Content Hub Creation: Tools like Folloze, PathFactory. You can use the CMS you own and customize it for ABM - but using a specialist tool will improve your time for GTM. Plus, Account-based reporting is bundled within the ABM-specific tools.3. One to One and One to Many Outreach Tools - From LinkedIn to Content Syndication, depending on your target accounts and audience.

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