Senior marketing professionals have a problem. Many have fallen into the fabled MQL trap. They put plenty of marketing qualified leads (MQLs) into the funnel, but ultimately struggle to impact revenue. Here comes account-based marketing (ABM) to save the day, right?
If you’ve spent any time evaluating ABM platforms, you’ve likely realized two important things:
In this blog post, our aim is to give you an honest comparison of five of the leading ABM platforms, including:
The goal is to help you determine the best fit for your organization’s short-term and long-term objectives for B2B advertising.
Enter account-based marketing (ABM), which on paper stands to deliver a few notable benefits:
While account-based marketing seems like the perfect solution to fill this pipeline gap, there's more to it than meets the eye.
A lot of ABM vendors fall within what we call the non-personal category. That is, they’re really good at passing engaged MQLs and marketing qualified accounts (MQAs) to the sales team. But an account isn’t very specific, is it? And there’s only so much the sales team can do with a qualified account when they don’t know exactly who to reach out to, or what that person might be interested in hearing.
As a result, outbound teams often struggle to improve conversion rates with ABM tools, no matter how many phone calls they make, or emails they might send. And because most of the available ABM platforms don’t enable post-sale targeting, sales teams can’t really rely on them to support revenue retention and expansion within existing accounts.
The funny thing about account-based marketing is that it’s not even a product category—it’s a space in which a lot of different vendors can and do fly the ABM flag, but differ greatly when it comes down to the nuts and bolts. Let’s look at five of the top ABM platforms you’re likely to encounter as you evaluate potential solutions.
Person-based advertising platform that helps you sell
Influ2 is the only account-based marketing platform that enables the targeting of specific people and provision of contact-level insights to sales reps. Such precision boosts conversion on the key stages of sales cycles (from pipeline generation to customer expansion).
Influ2 is for accounts moving upmarket that need to break into enterprise accounts, or penetrate niche audiences. It boosts sales conversions, delivers unmatched ROI (according to G2), and plays well with other platforms. And it’s easy to bring in Influ2 to add precise advertising to key stages of the sales cycles that are missing from the other ABM platforms that rely solely on IP matching for targeting.
Account-based marketing software powered by Revenue AI
6sense is a marketing and sales intelligence platform specializing in account-based marketing. It uses AI and machine learning capabilities to analyze intent so B2B companies can prioritize outreach to high-value accounts.
Bottom line: Ultimately, 6sense is for teams who need a robust, one-stop-shop ABM platform to help them identify target accounts. Teams without the budget and capacity to properly implement 6sense might find it difficult to drive adoption and realize the platform’s potential ROI.
Account-based marketing software, Go-to-Market (GTM) tool & B2B advertising platform
The Demandbase is an ABM platform that helps go-to-market teams target and align on specific accounts. These two principles remain at the core of the company’s philosophy and approach to account-based marketing.
Bottom Line: For large enterprises with adequate time and resources for rollout, Demandbase can be a powerful ABM tool. Many use the media impressions and intent data to understand how engaged prospects move through purchase journeys; but the platform’s intermittent slowness can impact productivity of your account-based marketing.
Account-based marketing tool with a 360-degree multi-channel experience
Terminus is a robust ABM platform for marketing teams, known for its advertising capabilities, and long track record in the account-based marketing space.
Bottom Line: This is well established ABM software, well-rated among B2B advertising tools. But even mature teams with complex B2B advertising needs sometimes struggle with the platform’s complexities (onboarding, attribution, creative).
Account-based marketing platform for B2B marketing and sales
RollWorks is an ABM platform known for its use of IP-targeting, extensive third party data, and user-submitted data when targeting buyers. Their approach is usually a good fit for smaller companies.
Bottom Line: RollWorks scores particularly well for ease of use among small businesses, who tend to use it for top-of-funnel awareness and lead generation (as opposed to conversion). In some cases, this ABM tool can be difficult to pinpoint ROI for certain use cases.
There’s no question that all five of the best ABM platforms bring something special to the table. So, what is the best account-based marketing software for your business? Clearly, all of these solutions differ in their approach. As you search for the right fit, be sure to first answer a few questions:
The answers to these questions will help you evaluate these five best ABM tools and make an informed decision.
One thing we do know is that the same underlying issue faces modern sales and marketing teams. With inbound funnels increasingly drying up, those in senior roles must find an effective outbound playbook, one capable of engaging the right members of the buying team, influencing decision making, and shortening sales cycles.
What many customers are finding out is that, without a means for reaching actual people—by name and on purpose—the return on investments in outbound will continue to stagnate.
Daria Ivanova is a Marketing Director at Influ2. Before taking on her current role, Daria led Influ2’s ABM initiatives advocating for the importance of humanized B2B advertising. Her expertise extends beyond digital marketing and into the open waters as a cross-continental swimmer. So, conquering challenging long-term projects is something she does without a second thought.