As ABM evolves, and more and more companies start to adopt an account-based approach, it’s likely that your marketing tech stack is evolving and growing as well. We use a plethora of tools across our business; some are integral to all of our ABM programmes, others we use to supercharge particularly bespoke campaigns. So whether you want to find some new martech tools to elevate your work, or you’re curious about how we do things at Punch!, here’s our take on the 10 ABM tools you need to be using!
Vidyard is a really useful platform; it allows you to create marketing or sales videos instantly with the click of a button. A high level of personalisation is a hallmark of a successful ABM programme. Using Vidyard to record one-to-one personalised video messages for your target buyers is the perfect way to do video messaging at scale.
As an agency that prides itself on video outreach, Vidyard gives Punch! everything we need in order to execute this flawlessly.
It’s so simple and easy-to-use that once you’ve got your message down, you could achieve Punch! levels of productivity and create over 100 different videos a day, all of which makes Vidyard a no-brainer.
Trello is a collaborative productivity tool. Taking inspiration from the agile approach, Trello uses boards and cards to display tasks, allowing you and your co-workers to update projects seamlessly.
Not only is it great for setting your team tasks, it’s also great for both accountability and visibility, as everyone is clear on what is expected of them, when the work is due by, and who they need to collaborate with in order to achieve their goals.
At Punch!, we use Trello to share documents and drafts with clients, allowing them to see the progress of their ABM programmes whenever they want.
With a simple and appealing dashboard, Trello is a smart pick for project management.
Avaza is a project management tool. Where we use Trello for client facing project management, we use Avaza internally. Whether it’s scheduling resources, tracking time, or just project management, it covers the lot.
While account-based marketing delivers a greater ROI than other types of marketing, it also requires more investment. Therefore it’s important that you’re able to plan and budget properly, and provide visibility to the board of how and where your budget is being spent.
By tracking the time it takes to carry out the various aspects of an ABM programme, you can allocate resources and schedule the appropriate time for the planning and execution of your campaigns, meaning that costs don’t spiral out of control and you get the best ROI.
Account data and insights are key to any successful ABM programme. Described as a turbocharged version of LinkedIn Sales Navigator, data platform Cognism provides up-to-date company and contact data. There are several filters you can apply to segment the data, for instance you can filter by the technology your target companies use. Most importantly, you can use these filters to identify your total addressable market (TAM), based on your ideal customer profile. This data can then be seamlessly imported into your CRM of choice!
Cognism can also be used to identify trigger events, which allows you to come up with a more targeted message. You can enroll contacts in email sequences, receiving different chains of emails depending on which sequence they are in. This is a fantastic tool for ABM, as you can create specific emails for each of your buyer personas, schedule and send at the right time, and automate your sequences meaning you can personalise your outreach at scale.
You can also carry out A/B testing, the results of which, along with the extensive email analytics provided, give you insights into your best performing emails and sequences.
A CRM system is the backbone of your company’s marketing and sales function, and at Punch!, we use HubSpot. The choice of a CRM system will mostly come down to personal preference. Salesforce, SAP and a number of other platforms all have their benefits, but we find HubSpot works especially well for ABM programmes.
There’s not much more to say about HubSpot that hasn’t already been said. It’s UI is clean, making for easy navigation, and it offers a high level of customisation.
There are a host of integrations for the platform, meaning that if you want to keep adding tools to your martech stack, there’s a good chance those tools will be able to integrate with HubSpot.
Zapier is an ABM tool that often goes unnoticed, but its function is pivotal to our programmes.
Zapier moves data between your web applications and tools automatically. This opens up a world of possibilities, lots of which we haven’t tapped into, but our main purpose is for personalisation, taking the information we hold in our CRM system, and accessing that when we reach out to prospects using some of the other tools on this list.
So, if you ever have to transfer data between two different applications, then Zapier is the programme for you.
If you want to achieve the best return on investment from your marketing spend, you should always be looking to target the ‘lowest hanging fruit’ – that is, the organisations who fit your target profile, and are most likely to buy from you.
But how do you know who those companies are? Yes, you can use a lead-scoring system based on visits to your website, contacts who have opened your emails and other typical lead scoring methodologies, but these all rely on the fact that these companies are already engaging with you in some way. But wouldn’t it be great if you could measure companies’ buying intent, even if they’ve never visited your site or heard from you?
Cyance’s Nexus platform utilises millions of tracking pixels across the internet to indicate which companies have been looking into the keywords that align with your products and services at each stage of the sales funnel. By combining this data with your ICP (ideal customer profile), Nexus give you the opportunity to reach out to the right accounts at exactly the right time, with a message that they’ll be interested in.
8. Google Analytics
Targeting fewer accounts in a more personalised way, means that the progress you’re making with these accounts is going to be more closely scrutinised by senior management and budget holders.
Being able to gather accurate data on how and when those target accounts are engaging with your digital assets, such as bespoke landing pages or personalised collateral will be key to demonstrating the value of your ABM programmes. It also allows your BDEs and Sales team to make the follow-ups with full knowledge of just how engaged each of the target accounts are.
You don’t need to pay for any expensive software to achieve these insights into how your ABM programmes are performing, Google Analytics will give you everything you need.
You can even get as specific as setting UTM parameters for each of the individuals you’re reaching out to, allowing to get a complete view of the level of engagement you’ve achieved with every contact at the organisation.
ListenLoop is an account-based advertising tool that serves digital ads to the devices of individuals at your target accounts. The platform has a substantial database of IP addresses associated with large organisations and enterprises, and can also identify devices belonging to individuals in different business functions, for example, Sales, Marketing, HR or Finance.
This means you can run a digital campaign to deliver ads to those users’ devices, as part of a wider ABM programme.
At Punch!, we love Listenloop as a way to to kick off a programme. By serving prospects targeted ads before they receive any other outreach from you, it warms them up to your proposition in a passive manner, making them feel they’ve come across your company independently and ‘warming them up’ for the outreach that they’re going to receive in the coming weeks.
A fairly cheap option with regards to advertising, Listenloop is a smart selection for those on a tight budget.
WordPress will be a familiar name to you, I’m sure. As one of the best known content management systems around, it’s a powerful and yet intuitive way to build your website and publish content.
If you’re going to create specific account-based landing pages for your campaigns, your web designer can create a template for you to work with. Then once this is done, WordPress makes it easy to duplicate and customise each landing page, helping you deliver account-specific content to your target buyers at scale.
You can make changes to the landing page such as including each target account’s name, logo, you could even go so far as to include their company goals and how your proposition could help them achieve them. There are so many possibilities.
While these are some of the platforms that we love working with at Punch!, there are plenty of other tools out there that might be a better fit for you and your organisation. But if you have any suggestions or tools you really like, we’d love to hear from you, so let us know in the comments!