Account-based Marketing (ABM) software and tools are crucial for helping B2B brands target high-value accounts. Whether you need software for providing predictive analytics or tools for researching decision-makers, there’s technology to help with it all.
ABM software and tools help B2B brands identify, prioritise, engage, and measure high-value accounts. This technology can be extremely useful, but only when there’s already a clear ABM strategy in place.
Software and tools should be used to support account selection, messaging, sales alignment, and/or strong execution, but not replace it completely. Find the perfect balance between helpful technology and human-led techniques and research.
What is Account-Based Marketing Software?
ABM software and tools refer to any technology that can support account-based targeting, engagement, orchestration, and reporting. These tools make it easier to gain specific insight and track progress, making them especially helpful for high-value accounts. The tools can help you learn more about specific named accounts rather than only working with broad lead volume.
Some common use cases of ABM software include account identification, intent data, advertising, personalisation, sales alerts, and measurement. Rather than using random tools, find ones that benefit your brand’s goals and target accounts. Most ABM software works best when connected to CRM, marketing automation, and sales workflows.
What Account-Based Marketing Tools Help with
With so many ABM software options out there, you can find tools to help with just about every aspect of your strategy. Some ABM tool capabilities include:
- Identifying target accounts that match your brand’s ideal customer profile (ICP)
- Prioritising target accounts based on fit, intent, engagement, and/or revenue potential
- Mapping buying committees and key contacts
- Running account-based advertising and campaigns
- Personalising website pages, content, emails, and sales outreach
- Tracking account engagement across multiple stakeholders
- Measuring pipeline, opportunities, revenue, and account progression
Types of ABM Tools
Not all ABM tools are equal. Different tools complete different tasks and follow unique processes. Some common types of ABM tools include:
- Account intelligence tools: Gather essential data to help your team identify and target key accounts.
- Intent data platforms: Track online business behaviours to help you find accounts that relate to your product or service.
- CRM and sales engagement tools: Record account data while automating and personalising outbound touchpoints.
- Marketing automation platforms: Implement multi-channel campaigns that align data from sales and marketing.
- ABM advertising platforms: Display personalised ads to decision-makers at target accounts.
- Website personalisation tools: Identify website visitors by company or industry to tailor your page’s content.
- Data enrichment tools: Add missing data and details to your CRM database to build accurate target account lists.
- Reporting and attribution tools: Identify the precise touchpoints that led to revenue.
How to Choose the Right ABM Software
It might seem tempting to jump in and start using the tools that sound the coolest. Yet, the right ABM software depends on your strategy and goals. So, carefully consider what type of technology might help your approach.
To effectively choose the right software, follow these steps:
- Develop a strong ABM strategy.
- Define the target account model, sales motion, and campaign approach.
- Consider whether the team needs one-to-one, one-to-few, or one-to-many ABM support.
- Determine which tools and software will support your strategy.
- Choose tools that integrate with CRM, marketing automation, and data platforms.
- Assess each tool’s ease of use for both marketing and sales teams.
- Prioritise tools that improve account focus, sales action, and pipeline visibility.
Common ABM Software Mistakes
Software is only helpful if it supports your brand’s goals. Be aware of these common mistakes so you can avoid them when choosing your ABM tools:
- Buying new software without solidifying all ABM strategy details first
- Targeting too many accounts with the software
- Using software to replace sales alignment
- Measuring success only through surface-level numbers like clicks and impressions
- Creating account insights that your sales team doesn’t use
- Running ABM ads without coordinated follow-up
- Not connecting the data from tools to pipeline and revenue outcomes
What a Strong ABM Tech Stack Should Support
Strong, effective tools should support your strategy, not replace key aspects. Make sure the software you choose supports:
- Clear target account selection
- Shared sales and marketing visibility
- Account-level engagement tracking
- Relevant messaging by account, segment, or buying role
- Coordinated campaign and sales activity
- Practical reporting on meetings, opportunities, pipeline, and revenue
- Continuous optimisation based on account response
How xGrowth Helps with ABM Tools and Software
The tools and software you choose have a major impact on your ABM strategy’s success. xGrowth helps B2B teams select tools that match their strategy rather than focusing too much on features alone. We help brands align new technology with ICP, account tiers, campaign plays, and sales workflows to ensure it provides essential support.
Rather than using tools that make small changes, xGrowth focuses on tools that support ABM execution at every stage, including account selection, messaging, campaigns, sales enablement, and reporting. We help brands avoid overcomplicated tech stacks that don’t improve pipeline and instead hone in on practical tools that support account engagement, opportunity creation, and revenue growth.
With xGrowth’s support, B2B brands will feel less overwhelmed by the large number of tools available and gain the confidence to utilise tools that genuinely help their brand grow.
FAQs
Straight answers to the questions we hear most from B2B marketing teams building out their strategy.
What is Account-Based Marketing Software?
ABM marketing software is technology that helps brands execute ABM strategies, offering tools to help sales and marketing teams effectively identify and target high-value accounts.
What are Account-Based Marketing Tools Used for?
ABM tools can be used to support your strategy in a variety of ways, such as collecting data on specific companies, personalising outreach, and tracking revenue. Look for tools that will make your unique strategy more effective and efficient.
Do You Need Software to Run ABM?
Software isn’t necessary to run ABM, but it makes it easier to scale. You can manually manage accounts through spreadsheets and manual research, but software can greatly improve efficiency when targeting complex accounts or large numbers at once.
What Should an ABM Tech Stack Include?
An ABM tech stack should include software to help with data, engagement, personalisation, and measurement. These aspects bring your strategy together while making it easier to keep sales and marketing on the same page.
How Do You Choose the Right ABM Platform?
To choose the right ABM platform, determine all the details of your strategy, including the required capabilities. Consider which tools would help your team throughout each stage of the strategy, including data collecting, audience building, and reporting.
What is the Difference Between ABM Software and CRM?
Customer relationship management (CRM) is a central hub for all customer data, focusing on past deals and interactions. ABM software focuses on identifying and targeting new high-value accounts to help your team create personalised campaigns. CRM is the foundational database, while ABM adds to that to grow your targeted outreach.
How Should ABM Tools be Measured?
To measure the effectiveness of ABM tools, track account engagement, pipeline progression, and revenue. Effective software will help you gain quality interactions with target accounts.
What are Common Mistakes When Using ABM Software?
Common mistakes with ABM software include selecting software before defining your ABM strategy, using the software to target too many generic accounts, and only measuring vanity metrics. Choose tools that support and strengthen your existing strategy.