Tech-stack
development
Tools to help you get the results you want
There is an array of tools available to help you execute an ABM program and use all tactics described in the framework. The right marketing technology stack is essential for developing and executing successful ABM strategies and programs.
How much you want to rely on marketing tech is completely up to you, but it’s important to try and at least cover your foundational needs to ensure success. From automation tools to a CRM, the opportunities are endless.
At Growly, we’ll share our insights into what marketing technology is key for turning your ABM campaigns into successes. Below, you’ll find the four tools our team uses most often.
Data automation
Marketing automation
ABM management
Customer Relationship Management
Data automation
Data can also be analyzed and visualized, which makes it significantly easier to finetune your ABM program over time. Meanwhile, you can focus on your core business while the automation software takes care of database management.
Marketing automation
Marketing automation is central in every account-based initiative. A series of workflows is set up to automatically deliver content to your target accounts over different channels. The blueprints for those workflows are flexible, meaning you can choose when you want to create, adapt or stop them to obtain better results.
Through automation, you maximize the efficiency of your ABM campaign. Revenue can be optimized and your team has more time to focus on what matters most. The chance of human error is significantly reduced as well. Our team of marketing automation experts will automate at least part of your campaign to get better results for less effort on your part.
ABM management
How do you determine which asset or message to show to which account? And in which order? How do you know the current position of the account within the funnel? Without this information, the original ABM strategy goes out the window.
Through account scoring you’ll be able to assign value to customer interactions and rank the level of engagement. It is a process where potential customers within the target audience are ranked from most to least valuable. The value allotted to each account depends on several factors, including how much they resemble your ICP. Account scoring should be a continuous process where you continually evaluate whether the assigned values are still accurate.
The account scoring process is completely customizable, but the goal remains the same: aggregate all engagement info to see how target accounts evolve through the funnel. Are they responding how you want them to? And do they behave differently across multiple channels? Growly will help you ask the right questions and review the outcome.
Customer Relationship Management
Customer Relationship Management or CRM is an unmissable tool in Account-Based Marketing. It contains the technology needed to manage and improve your relationships with clients and other target accounts.
A CRM system supports your client relationships from the first contact across the entire customer lifecycle, over marketing, sales and even service interactions. The information gathered by CRM tools is also useful to improve your data management and the efficiency of your processes.
