ABM is the holy grail of B2B marketing. It’s all about quality over quantity, using a hyper-personalized approach to reach the right prospects for your business.
In fact, effective ABM strategies can boost pipeline conversion rates by up to 14%
It’s no surprise that 93% of SaaS marketers rank ABM as a very or extremely successful approach.
Yet, marketers are hesitant. That’s because ABM can be expensive and challenging to implement. Fortunately, there are numerous powerful ABM platforms available to automate tasks and grow your pipeline.
In this blog, we’ll explore what to look for in an ABM platform, highlight some of the top ABM platforms, and discuss how to select the best one for your needs.
What to Look for in an ABM Platform
Table of Contents
One size doesn’t fit all, and neither does one platform meet every need. That’s why it’s important to compare the features of each platform to support targeted and efficient marketing. Here are essential qualities to consider:
Data Integration:
A great ABM platform seamlessly pulls data from multiple sources (e.g., CRM, social media, intent data), giving you a holistic view of each account. So look for platforms with proven integration capabilities and strong API support. Collaborate with your IT team to create a data mapping strategy. The best approach is to start by integrating critical data sources before expanding to additional channels.
Personalization Capabilities:
Look for robust tools to customize messages, content, and campaigns tailored to each account’s specific needs and pain points. AI-driven personalization tools that analyze behavior, preferences, and engagement history are highly beneficial. This allows you to craft relevant, tailored messages for each account.
Real-Time Analytics and Reporting:
Real-time insights are powerful because they make you more responsive. With real-time data, you can adjust strategies quickly to reach your target audience more effectively, maximizing engagement and conversion.
Sales and Marketing Alignment:
Sales and marketing are the backbone of ABM, so alignment between these teams is crucial. Platforms with built-in collaboration tools, such as shared dashboards, unified data views, and account activity tracking, ensure that both teams can share relevant account insights and streamline collaboration.
Scalability:
ABM works for both small-scale and large campaigns. As your business grows, choose a platform with tiered scalability options. Start with a small set of accounts and test the platform’s capabilities. Based on performance, decide on expansion options as your ABM strategy evolves.
Top ABM Platforms to Transform Your B2B Marketing Strategy
Choosing the right ABM platform is essential to driving engagement with high-value accounts. Here’s a look at some of the top ABM platforms available, each offering unique strengths for different business needs:
Demandbase
Demandbase is a leader in the ABM space, providing advanced AI-driven insights that help B2B marketers identify high-value accounts.
By leveraging data on firmographics, intent signals, and engagement metrics, Demandbase enables precise targeting and personalized outreach.
Its comprehensive suite, covering everything from account identification to engagement, makes it ideal for large enterprises focused on data-driven decision-making.
Terminus
Terminus excels in multi-channel ABM, enabling marketers to reach target accounts seamlessly through email, social media, and digital ads.
Known for its advertising capabilities and detailed reporting dashboards, Terminus offers a holistic view of account interactions.
This makes it a top choice for mid-sized and enterprise companies that want scalable, multi-channel ABM capabilities.
6sense
6sense is ideal for businesses that rely on AI and predictive analytics. By analyzing behavioral and intent data, 6sense can identify accounts that are in-market and ready to buy, allowing companies to engage high-intent accounts at the perfect time.
Its predictive analytics capabilities make it an excellent option for companies aiming to time their outreach for maximum impact.
HubSpot ABM
HubSpot’s ABM tools are tailored for small to mid-sized businesses and integrate seamlessly with HubSpot’s CRM, simplifying the ABM process.
With easy-to-use tools for personalizing content, email marketing, and analytics, HubSpot makes ABM accessible to companies without dedicated ABM teams.
This user-friendly platform is a great choice for those new to ABM and those looking for a straightforward solution.
RollWorks
RollWorks offers a robust suite of ABM tools with strengths in audience targeting, account scoring, and analytics. Known for its dynamic advertising and retargeting capabilities, RollWorks helps companies boost visibility and engagement across multiple touchpoints.
This platform is ideal for businesses that prioritize advertising as a core part of their ABM approach, enabling them to connect with key accounts through highly targeted, effective ads.
Future Trends in ABM Platforms
As we approach 2025, ABM will continue to be a powerful strategy for B2B marketing. ABM platforms are rapidly evolving, and several key trends are shaping the future of ABM:
AI and Machine Learning:
More platforms are integrating AI to identify and engage accounts in real-time, predict behavior, and personalize content at scale.
Conversational ABM:
Chatbots and conversational AI are becoming a key part of ABM platforms, offering real-time engagement opportunities.
Hyper-Personalization:
Customizing content based on real-time data and user behavior is becoming a priority, and platforms are evolving to support deeper personalization.
Compliance and Data Privacy:
As data privacy regulations tighten, platforms are focusing on compliance features to ensure responsible handling of user data.
In conclusion:
In niche industries with long sales cycles and complex products, closing a deal requires significant effort—making ABM crucial for success.
With the right ABM platform, you can maximize the effectiveness of your ABM strategy, engaging and driving sales with high-value customers.
Whether you’re a startup or a seasoned enterprise, an ABM platform tailored to your needs is out there.
With 2025 around the corner, it’s time to future-proof your ABM strategy for sustainable growth.
Need assistance? Only-B2B’s ABM strategy is designed to align seamlessly with your business goals, delivering targeted engagement, personalized account insights, and data-driven campaigns to accelerate revenue growth.
Vikas Bhatt is the Co-Founder of ONLY B2B, a premium B2B lead generation company that specializes in helping businesses achieve their growth objectives through targeted marketing & sales campaigns. With 10+ years of experience in the industry, Vikas has a deep understanding of the challenges faced by businesses today and has developed a unique approach to lead generation that has helped clients across a range of industries around the globe. As a thought leader in the B2B marketing community, ONLY B2B specializes in demand generation, content syndication, database services and more.
