7 Key Tools for ABM Success in 2024

As we look ahead to 2024, businesses aiming to sharpen their account-based marketing (ABM) strategies need the right tools to ensure efficacy and precision in their campaigns. ABM has evolved from a niche marketing concept to a central strategy for B2B marketers, largely due to advances in technology that allow for more precise targeting and personalized campaigns. Here, we explore seven essential tools that are set to define ABM success in 2024.

1. HubSpot: A Comprehensive ABM Platform

Overview and Key Features

HubSpot remains pivotal for businesses employing ABM strategies. As an all-encompassing platform, it integrates CRM features with advanced marketing automation, email marketing, and robust analytics. HubSpot excels in providing a unified view of marketing and sales activities, ensuring seamless alignment between both departments—a critical factor for ABM success.

• CRM and Sales Enablement: Track interactions with key accounts comprehensively.
• Personalized Email Campaigns: Automate and personalize email interactions based on user behavior and preferences.
• Detailed Analytics: Gain insights into campaign performance and user engagement.

HubSpot has a powerful 'Target Accounts' tool that enables collaboration across teams and visibility to the activity on those key accounts. It can be further refined by your ideal customer profile tier, industry, lifecycle stage, and more. The tool will even provide recommended accounts based on your current selections, activity, and web traffic.

Jason Gless, HubSpot Certified Trainer @ Growth

2. Apollo: Precision in Prospecting

Overview and Key Features

Apollo is crucial for the initial stages of ABM—particularly prospecting and data enrichment. It aids in building a database of key accounts by providing detailed information such as company size, decision-makers, and industry insights.

• Data Enrichment: Enhance contact lists with detailed, accurate data on potential accounts.
• Prospecting Tools: Identify and connect with decision-makers in target companies.
• Sales Sequences: Automate contact sequences to maintain engagement without manual effort.

"if you didn't verify the email address, don't send it... Apollo.io allows you to verify emails before you send them, making it easy for you to maintain deliverability and sender reputation.)

Jesse D'Agostino, Sales Ops & ABM Specialist @ Growth, GTMMY Community Member of The Year

3. RollWorks: Account-Based Advertising

Overview and Key Features

Specializing in account-based advertising, RollWorks helps companies target specific accounts with tailored ads across various online platforms. This focus ensures that marketing efforts are not wasted on unqualified leads or broad, undefined audiences.

• Target Account Lists: Create and manage lists of target accounts for focused advertising.
• Campaign Optimization: Use AI to optimize ad delivery and improve engagement.
• Performance Tracking: Measure the impact of ads with detailed analytics on engagement and conversion.

RollWorks elevates ABM campaigns beyond simple email outreach. With their targeted, multi-platform advertising, brands can extend their reach and engage more effectively. Emails alone don't do the job.

Chris Nault, CEO & Founder @ Growth

4. Clearbit: Real-Time Data Intelligence

Overview and Key Features

Clearbit provides real-time data that can be immensely beneficial for ABM efforts, particularly in personalizing website content and communications. It helps in identifying visitors and tailoring messages to their specific needs and status.

• Visitor Identification: Recognize anonymous site visitors based on their IP addresses.
• Market Segmentation: Segment audiences based on accurate, real-time data.
• Personalization: Customize website experiences and communication based on user data.

5. BrandGen.io: Emerging Leader in ABM Advertising

Overview and Key Features

BrandGen.io, a rising contender in the ABM tool landscape, focuses on delivering targeted advertising solutions. Known for its innovative approach, BrandGen helps companies leverage detailed targeting techniques to enhance their reach and impact.

• Dynamic Ad Targeting: Tailor advertisements specifically to identified accounts and decision-makers.
• Engagement Analytics: Track how target accounts engage with ads and refine strategies accordingly.
• Integration Ease: Works seamlessly with existing ABM platforms to ensure cohesive campaign management.

When people think of HubSpot, they don't often think 'Account-Based', but the little-known truth is that HubSpot can form the core of an incredibly powerful Account-Based solution. Why? Only HubSpot has the Sales CRM, Service Hub, Native Marketing Tools, a Rich App Ecosystem and Powerful Automations all in one place. We may finally crack the code on Sales & Marketing Alignment by creating the ability to 'automate agility' and have your marketing communication channels closely follow your sales motions. We call this ABR, Account-Based RevOps...RevOps because you're creating natural sales and marketing alignment and carrying your Account-Based efforts around the flywheel, not just through marketing.

Galen Dow, Director Of Business Development - Founding Partner @ BrandGen.io

6. Air Traffic Control: Personalization and Content Intelligence

Overview and Key Features

Air Traffic Control (ATC) is an innovative platform designed to elevate content personalization and intelligence in B2B marketing. It integrates seamlessly with marketing tools like HubSpot to optimize content delivery and ensure that every piece of content reaches the right audience at the right time.

• Automated Content Recommendations: ATC automates content recommendations using advanced algorithms, eliminating the need for manual tagging and segmentation. This allows marketers to deliver highly relevant content across different channels without intensive manual effort.
• Personalized Email and Landing Page Content: By constructing detailed interest graphs for each contact, ATC personalizes email and landing page content for individual prospects, enhancing engagement and conversion rates.
• Insights on Engagement and Content Performance: ATC provides actionable insights into what content resonates with audiences, enabling marketers to craft more effective campaigns and strategies.

ABM is powerful because it aligns the best of marketing with an individual. Traditionally it used to be incredibly time consuming to do that which meant that ABM has been just as much about who we can't afford to target as who we can. With Air Traffic Control able to make content recommendations to every individual every day, our customers can plug those into landing pages they build in HubSpot, outbound emails, and even LinkedIn thought leadership campaigns to scale true 1:1 marketing. It's ABM on steroids but with far less effort. It's so exciting to see how this is scaling ABM for larger teams and unlocking access to ABM for smaller ones.

Nick Zeckets, CEO, Co-Founder @ Air Traffic Control

7. ChatGPT: Unveiling AI-Driven ABM Insights and Content

Overview and Key Features

You might not know that you can leverage ChatGPT for enhancing your ABM strategy. This AI tool facilitates advanced content creation and data analysis, providing a competitive edge in personalized marketing.

• Content Creation: ChatGPT assists in crafting targeted content that resonates with key accounts. From generating initial article drafts to customizing email communications, it ensures your messages align with specific audience needs.
• Data Analysis: Dive deep into your campaign data with ChatGPT’s ability to analyze and interpret complex datasets, offering insights that help refine your marketing strategies.
• Automated Interactions: Employ ChatGPT to handle preliminary customer queries, providing prompt and relevant responses that enhance engagement and satisfaction.

Incorporating ChatGPT into ABM is a game-changer. It automates repetitive tasks while keeping your outreach hyper-personalized, so you can scale without sacrificing intimacy. From drafting custom emails and landing pages to creating content tailored to specific accounts, ChatGPT helps accelerate accounts through the funnel.

Richard Walsh, Marketing Operations Specialist

Equipping for ABM Success in 2024

Leveraging these seven key tools will empower marketers to execute efficient and effective ABM strategies. The right mix of data intelligence, user engagement, and campaign management offered by these tools can sharply define the success of your ABM efforts in 2024. As you prepare your strategies for the next year, consider how these tools can not only fit into your current processes but also enhance them, driving better alignment, deeper engagement, and ultimately, higher conversion from your key accounts.