Building a great ABM tech stack shouldn’t be complicated.
Since the entire goal of automated account-based marketing is to reduce the time and effort it takes to personalize your marketing campaigns, all technology you employ should make your life easier.
To ensure that the marketing technology you invest in is truly going to simplify your account-based marketing efforts, you’ll need to know some key details about what account-based marketing technology does and why it’s necessary.
We’ll cover all of this and include a list of the key features you need to include in your ABM tech stack in today’s article.
What is Account-Based Marketing?
Account-based marketing (ABM) is a concept that’s growing in popularity with the shift toward more human-centered marketing efforts.
Instead of attempting to persuade the entire marketplace that yours is the best product on the market, account-based marketing techniques seek to convince only certain targeted, highly valuable accounts.
By changing the scope of advertising from mass appealing to an entire customer base to communicating with individuals, marketers can also shift their focus onto building long-lasting partnerships instead of closing one-off transactions.
The Benefits of ABM
Here are just a few key benefits of ABM as compared to traditional mass awareness marketing techniques:
- ABM helps you prioritize relationship-building instead of spending so much time attracting new leads. By focusing on increasing customer lifetime value and decreasing churn, ABM can significantly increase your marketing ROI.
- ABM saves time and resources by ensuring that you’re only targeting valuable and ready-to-buy accounts.
- ABM helps improve your website’s authority by emphasizing the creation of high-quality educational materials that speak directly to potential customers’ pain points.
- ABM is a more personal way to advertise. This can have some significant effects on not only your bottom line but also the human experience of marketing and running a business.
Tools Every Marketer Needs in Their ABM Tech Stack
There are hundreds of tools available online that promise to help you build the perfect ABM campaign.
Here are a few key tools that every marketer needs to have.
Customer Relationship Management (CRM)
A CRM platform is a tool that helps marketers keep track of individual customers and things that have taken place on their account. This can include things like times the customer was contacted, the information given or received, and their estimated place in the sales cycle.
Without a proper CRM platform, ABM marketing will be much harder than it needs to be. This is because ABM as a concept is based on the idea that the customer will always receive the support and marketing materials needed for whatever stage of the buyer journey you find them in. If you fail to accurately track this, then you can never really be sure you’re planning and executing your ABM strategies at the right time and place.
It’s tremendously helpful to have a tool that can identify accounts for you based on preselected criteria. Ideally, you should be able to use your account targeting platform to find accounts that are good fits for your business and ready to buy now.
Automated Engagement (Lead Nurturing)
You’re far more likely to convert a lead when you respond to their lead capture immediately. Waiting even one hour can drastically reduce the odds of converting that lead.
Therefore, it’s necessary to automate the process of lead nurturing as early as possible. Ideally, you can respond instantly to lead capture using an automated tool.
The best automated lead nurturing platform should respond to leads with a fast email or even automated chat support. In addition to the fast response, you should be able to customize these messages for each customer you encounter, ensuring that your leads are nurtured using information that’s contextual and relevant.
A key aspect of any account-based experience is making sure your customers receive unique and relevant messages every time they come into contact with you. This includes any time they open your website or see a message from you.
Imagine going to a website that included your company’s logo at the top right next to the seller’s. This would indicate that they were already aware of your operations and even predicted that you might make the journey to their website one day. This is bound to impress. It displays a level of awareness and diligence that you just won’t be able to replicate without the help of automation.
Dynamic Web Experiences
In addition to the personalized website, your web content should be adaptive to the buying cycle and industry of the customer who comes across it. This means automating things like displayed content, landing pages, and even the way leads are nurtured.
A great example of this is automated content hubs. Think of this like Netflix for your marketing materials.
Customers should be able to come to your website and be greeted with a treasure trove of valuable information on your product and how to use it. These offerings should be multi-channel so that any buyer who needs to reference them can do so at their leisure and through any channel they prefer (meaning video, blogs, images, or even audio).
Automated Data Capture and Analysis
No ABM campaign is ever completely optimal.
Each customer will have unique needs and pain points that your company can resolve. Though your message may be effective and wide-reaching, there’s always going to be room to improve it and convert even more customers.
For this reason, you need to have some way to track and analyze the data generated during an ABM campaign.
You should be able to easily find information like:
- Who are your website’s visitors? What are their demographics and buying intent?
- How engaging is your website’s content?
- Which content is performing the best?
- Are your targeted marketing materials effective?
- Where do visitors navigate most often, and how long do they stay?
- What’s your best source of website traffic?
Ideally, your ABM technology won’t just keep track of this data but help you optimize your strategy in real time by providing live updates and automated improvements along the way.
The less work you have to do to keep your ABM updated and efficient, the more time you can spend cultivating the human relationships behind the companies. This is the path toward long-term partnerships and mutual growth.
Looking for a New ABM Platform? Try Hushly
Hushly is a perfect addition to any existing ABM tech stack because our interface is simple and flexible.
Regardless of your level of technical ability, you’ll easily be able to design and customize ABM materials with just a few button clicks. Hushly includes the ability to:
- Design automated content hubs that adapt to unique visitors and their stage in the buying cycle.
- Craft unique, self-nurturing landing pages that ensure you’ll never again lose a lead for lack of a fast response.
- Plan and execute personalized web experiences. Our tool allows you to customize banners, website text, calls to action, and more. Each of these elements can update in real time to ensure your highest-value customers are always receiving the best experience possible.
If you’re ready to get started with one of the most powerful account-based marketing tools available, get in touch with us today to try out a demo of Hushly.