Core infrastructure
When putting together your marketing technology stack, it’s important to create a good base first. There are different tools that should be part of your core infrastructure.
Customer Relationship Management (CRM)
A Customer Relationship Management system is an essential tool within ABM. Chances are you already have a CRM platform. It contains the technology needed to manage your relationships with clients and other target accounts. Its main objective is to improve your customer relationships, the efficiency of your processes and even data management.
As you progress in your journey you’ll find more use for tech, but at the start, your focal point is making sure Sales and Marketing are efficiently using the CRM system.
What we’ll do
Growly helps your team become more familiar with your CRM platform in order to get more out of it. We’ll share all of our insights into how you can use it more effectively. You don’t have a CRM tool yet? No worries, we’ll tell you more about your different options and which tools we think would be your perfect match.
Marketing Automation Platform (MAP)
Marketing automation is central in every account-based initiative. By using the right marketing automation tools you eliminate repetitive tasks usually executed manually in a marketing campaign. That way, you’ll streamline and automate marketing efforts. Although many people associate marketing automation with e-mail marketing, it can be used for much more:
Lead generation, nurturing, and scoring
Account targeting
Customer retention
A/B testing
Analytics
…
Marketing Automation Platforms are often straightforward web-based systems that can easily be integrated with your CRM. Complex omnichannel strategies are managed from a single tool. Depending on the tasks you want to automate, different platforms are better suited to match your expectations.
What we’ll do
From Hubspot to Userfox or Eloqua, Growly helps you find the MAP that fits your business and goals best. We’ll share our views on different platforms and guide you through setting up your tool of choice. Want to know more? Contact our team and let’s get talking.
Data Management
Platform (DMP)
Account-Based Marketing relies heavily on data gathering. Setting up a database and keeping its contents clean is key. Save your team time and effort with the right Data Management Platform.
A DMP is the place where you collect, manage, analyze and use data. They gather data from online and offline sources, enriching your database and filling data gaps. One of a DMP’s best advantages is its ability to centralize data. Many DMPs are based on AI algorithms and big data analytics, making them the ideal tool to organize account information.
What we’ll do
There are all sorts of DMPs with their own critical features. From audience building over cross-device targeting to account analysis, each DMP has different benefits to offer your organization. Growly helps you navigate the map of different tools, sharing our views on platforms like Adobe Audience Manager, the Google Marketing Platform and more.
Account-Based Marketing Platform (ABMP)
Account selection, planning, engagement, metrics… Account-Based Marketing Platforms offer a way to automate parts of the ABM process and even shorten steps like target account definition.
ABMPs are easy to integrate with sales or marketing automation platforms. Transfer account data to those databases in no time or use them as a standalone system. An AMBP will always offer more control over where account data is stored, how it is updated in other parts of the system and so on.
What we’ll do
There are a bunch of different ABMPs available. Demandbase One, Terminus Engagement Hub and 6sense are all popular options. Determine how you want to gather data, which information you need and who needs access to those data. Do you want to integrate your ABMP with other tools? Take that into account as well. Growly helps you ask the right questions to determine what you need from your ABMP.
Content Management System (CMS)
Content in an Account-Based Marketing campaign needs to be personalized. The solution to save time? Content Management Systems. They are straightforward, user-friendly software to create and manage webpages without needing to write code yourself. WordPress is by far one of the most widely used and thus a great example of a CMS.
By using a CMS, you’re able to adapt a variety of assets – like ads – to different personas. Even whole webpages are easily personalized. Just like most other marketing tools, Content Management Systems can be integrated into your marketing tech stack.
What we’ll do
We’ll help you find the CMS best suited for your strategy. Are you already using one? Then we’ll see how it can be combined with your other marketing platforms for smooth processes. Our experts will go over the different plans and options with you.
Customer Data Platform (CDP)
A Customer Data Platform is a useful tool for managing, adapting and using account data. A CDP goes a step further than a Data Management Platform: it takes first-party customer data and turns it into a comprehensive image of each customer. As a result, you get a customer database that can be accessed by other systems in your technology stack to manage customer interactions.
The CDP uses several sources to extract customer information:
Behavioral data
Demographic data
Transactional data
When relevant, data such as purchases and returns is saved by the CDP as well.
…
