Account-based marketing (ABM) is a highly targeted marketing approach that focuses on creating personalized campaigns for specific accounts, rather than broad-based campaigns that aim to reach as many potential customers as possible. It’s an effective way to build relationships and generate leads with high-value accounts, but it can also be a costly strategy. However, with the right tools, you can implement ABM on a low budget. In this blog post, we’ll discuss the 3 best ABM-tools for account-based marketing with a low budget based on G2.com-research. Always evaluate your specific requirements and weigh the pros and cons before buying and implementing a tool.
#1 Best ABM-tools: 6sense
6sense: 6sense is an AI-powered ABM platform that provides comprehensive insights and predictive analytics to identify target accounts and personalize marketing efforts. Key features of 6sense include:
- AI-Driven Predictive Analytics: Leveraging machine learning algorithms, 6sense analyzes vast amounts of data to predict buyer intent, prioritize target accounts, and recommend personalized content and messaging.
- Account-Based Orchestration: With 6sense, you can orchestrate multi-channel campaigns across various touchpoints, ensuring a cohesive and personalized customer experience.
- Data and Insights: The platform offers robust data and insights on target accounts, including intent signals, firmographics, and technographics, empowering marketers to make data-driven decisions.
Pros of 6sense:
- Powerful AI-driven predictive analytics for accurate targeting and personalized campaigns.
- Comprehensive account data and insights for effective segmentation and messaging.
- Seamless integration with CRM and marketing automation platforms for streamlined workflows.
Cons of 6sense:
- Steeper learning curve due to its advanced features and functionality.
- Pricing may be prohibitive for small and mid-sized businesses with limited budgets.
- Implementation and customization may require technical expertise or assistance.
#2 ABM tool: Demandbase
Demandbase: Demandbase is a leading ABM platform that focuses on personalized advertising and account-based targeting. Key features of Demandbase include:
- Account Identification: Demandbase uses IP targeting and machine learning to identify and prioritize target accounts based on firmographics, intent signals, and engagement data.
- Personalized Advertising: The platform enables precise targeting through personalized display ads, website personalization, and dynamic content based on account-specific data.
- Account-Based Metrics and Analytics: Demandbase offers comprehensive reporting and analytics to measure campaign effectiveness, account engagement, and pipeline impact.
Pros of Demandbase:
- Robust targeting capabilities and personalized advertising to engage key accounts.
- Advanced analytics and reporting for measuring ABM performance and ROI.
- Integrations with leading marketing and sales technologies for streamlined workflows.
Cons of Demandbase:
- Relatively high pricing, making it more suitable for larger enterprises.
- Limited features beyond advertising and targeting, may require integration with other tools for a complete ABM strategy.
- User interface and user experience could be improved for ease of use.
#3 Best ABM-tools: Hubspot
HubSpot: While HubSpot is primarily known as an inbound marketing and sales platform, it also offers ABM features to support personalized targeting and engagement. Key features of HubSpot’s ABM capabilities include:
- Account-Based Segmentation: HubSpot allows users to create custom segments based on firmographics, behavior, and other relevant criteria to target specific accounts.
- Personalized Content: The platform enables dynamic content creation and customization to deliver tailored messaging and experiences to target accounts.
- Integrated Sales and Marketing: Users can align their sales and marketing efforts, track account activity, and collaborate effectively.
Pros of HubSpot:
- User-friendly interface and ease of use, making it accessible for businesses of all sizes.
- Extensive suite of marketing and sales tools, allowing for a holistic approach to ABM.
- Seamless integration with other HubSpot features, such as CRM and marketing automation.
Cons of HubSpot:
- ABM functionality within HubSpot may not be as robust as specialized ABM platforms.
- Advanced customization and targeting options may be limited compared to dedicated ABM tools.
- Reporting and analytics may not offer the same depth as dedicated ABM platforms.
How to evaluate the best ABM tools for your requirements
When it comes to selecting the right ABM tool for your business, it’s crucial to consider your specific needs, budget, and resources. 6sense, Demandbase, and HubSpot are all strong contenders in the ABM space, each offering unique features and strengths. It’s also important to keep in mind your DMU and their specific needs to find the right tactics for success.
If you require advanced predictive analytics and comprehensive insights, 6sense may be the ideal choice. On the other hand, Demandbase excels in personalized advertising and targeting capabilities. Lastly, HubSpot’s integrated sales and marketing tools provide a user-friendly and comprehensive solution for businesses looking to incorporate ABM into their existing strategies.