3 Types of Account-Based Marketing Platforms

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by Brian Cooney | Last Updated: Aug 2, 2022

Account-based marketing (ABM) is a strategic approach to marketing that focuses on individual accounts and/or customer segments instead of a market as a whole. ABM allows businesses to tailor their marketing messages and strategies specific to individual customers to increase ROI. There are plenty of software tools that companies have been using to start account-based marketing campaigns, the three most common are:
  1. CRM Platforms – CRM platforms are the most common type of platform for ABM. They allow businesses to track and manage their interactions with individual customers, as well as create and track marketing campaigns specifically targeting those customers.
  2. Marketing Automation Platforms – Marketing automation platforms allow businesses to automate their marketing tasks, including email marketing, social media campaigns, and targeted ads. They can be used in conjunction with CRM platforms to create more effective ABM campaigns.
  3. Digital Experience Platforms – Digital experience platforms (DXPs) provide businesses with the ability to create personalized web experiences for their customers. This can include creating targeted landing pages, providing personalized content, and offering discounts or other incentives based on customer behavior.
Digital experience platforms are the newest type of platform for ABM, and they offer the most potential for creating truly personalized customer experiences. However, they can also be the most expensive and complex to implement. No matter which type of ABM platform you choose, the important thing is to select one that will best meet the needs of your business and your customers, as well as your ABM strategy.

What to Consider When Choosing an ABM Platform?

There are a few things to consider when choosing an ABM platform, such as: The size of your business – If you have a small business, you may not need all the features offered by a larger platform. Conversely, if you have a large enterprise, you'll need a platform that can scale to meet your needs. The type of customer you're targeting – If you're targeting large enterprises, you'll need a different platform than if you're targeting small businesses or consumers. Your budget – Platforms can vary widely in price, so it's important to consider your budget when selecting one. Your level of expertise – If you're not very tech-savvy, you may want to choose a platform that is easier to use and set up. Conversely, if you're more tech-savvy, you may be able to take advantage of a more complex platform. Your campaign goals – Are you trying to target leads and make sales? If so, a traditional ABM platform would work best for you. But if you are trying to make personalized experiences that don't follow a traditional sales cadence, then you should integrate a DXP with your existing CRM tech stack to make front-end experiences for all of your account-based data. This is just one example of how your campaign goals will influence your decision for an ABM platform. The best way to choose an ABM platform is to try different ones and see which one works best for your business. There is no one-size-fits-all solution, so it's important to find the platform that best meets your needs. Once you've selected an ABM platform, you can start creating targeted campaigns and experiences for your customers. Remember, the key to success with ABM is to personalize your messages and strategies to each customer. By doing so, you'll be able to increase your ROI and better nurture your relationships with your customers.

3 Types of Account-Based Marketing Platforms for Businesses

While we covered the most common software tools that companies use to deploy account-based marketing there are software tools built to handle everything from tip to toe. Each has a main channel, and here are the three most common types:
  1. Social media account-based marketing platforms: These platforms help businesses to target specific social media accounts belonging to their ideal customers and deliver personalized messages. The main advantage of using these platforms is that businesses can reach out to a large number of potential customers with a very customized message, which is more likely to be well-received than a generic message.
  2. Email account-based marketing platforms: These platforms enable businesses to send personalized emails to specific email accounts belonging to their ideal customers. The main advantage of using these platforms is that businesses can ensure that their messages are delivered directly into the inboxes of their target customers, increasing the chances of them being seen and read.
  3. Web-based account-based marketing platforms: These platforms allow businesses to create customized web pages for their ideal customers, which can include personalized messages, videos, and other content. Tools like digital experience platforms are important for web-based ABM solutions because they allow anybody to build flawless digital experiences for every buying persona you are targeting.
When choosing an account-based marketing platform, it's important to consider the size of your business, the type of customer you're targeting, your budget, your level of expertise, and your campaign goals. There is no one-size-fits-all solution, so it's important to find the platform that best meets your needs.  If you are interested in building personalized digital experiences that can target your customers, create a free account with Lumavate today!

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