3 Types of Account-Based Marketing Platforms
by Brian Cooney | Last Updated: Aug 2, 2022
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:
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.
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.
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:
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!