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.
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.
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
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.
"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
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.
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
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.
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.
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
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.
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
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.
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
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.