Ultimate Guide to Account-Based Marketing Automation

What is account-based marketing automation?

Account-based marketing automation (ABM automation) is a powerful combination of strategy and technology that helps you target and engage high-value accounts at scale with personalized experiences. Instead of casting a wide net, you focus on specific companies with tailored messaging and interactions throughout their buying journey.Here’s a breakdown:

What is ABM?

ABM is a strategic marketing approach that focuses on identifying and engaging specific high-value accounts with personalized content and experiences. Instead of casting a wide net, ABM concentrates efforts on a smaller group of carefully chosen companies with the potential to bring in significant revenue.

How does automation come in?

Manually personalizing messages and interactions for each account can be time-consuming and impractical. ABM automation uses software to automate many aspects of the ABM process, such as:

• Identifying ideal accounts: Analyze data to find companies that fit your ideal customer profile (ICP).
• Researching accounts: Gather information about each account’s industry, challenges, and decision-makers.
• Personalizing content: Create targeted content like case studies, webinars, and blog posts relevant to each account’s specific needs.
• Triggering outreach: Automate email sequences, social media interactions, and other outreach based on specific triggers and behaviors.
• Measuring results: Track engagement and progress towards your ABM goals.

Benefits of ABM automation:

• Increased efficiency and scalability: Automate repetitive tasks to free up marketing resources for strategic initiatives.
• Improved personalization: Deliver more relevant content and experiences to each account, leading to higher engagement.
• Shorter sales cycles: Align marketing and sales efforts to nurture leads and accelerate deals with high-value accounts.
• Better ROI: Track and measure the impact of your ABM efforts to demonstrate their effectiveness and optimize your strategy.

Is ABM automation right for you?

ABM automation is a great option for B2B companies targeting large, complex deals with multiple decision-makers. If you have a well-defined ICP and resources to invest in the technology, it can be a powerful way to boost your sales pipeline and win high-value customers.

What is an account-based marketing automation framework?

An account-based marketing automation (ABM) framework provides a structured approach to implementing and executing your ABM strategy using automation tools. It’s like a recipe for personalized experiences at scale, focusing on your high-value target accounts. Here’s a breakdown of what it typically includes:

Target Account Selection:

• Ideal Customer Profile (ICP): Define the characteristics of your ideal account based on firmographics, industry, needs, etc.
• Account prioritization: Rank your potential accounts based on size, fit, and engagement potential.

Data & Insights:

• Data collection: Integrate data from CRM, marketing automation, website analytics, and social media to create a complete picture of your accounts.
• Segmentation: Divide your accounts into groups based on shared characteristics for tailored messaging.

Content & Engagement:

• Content creation: Develop personalized content addressing specific pain points and challenges of each account segment.
• Campaign orchestration: Automate personalized omnichannel campaigns spanning email, social media, ads, and direct mail.
• Engagement tracking: Monitor and measure how accounts interact with your content and campaigns.

Sales & Marketing Alignment:

• Shared goals and metrics: Align marketing and sales teams on key objectives and success metrics for ABM initiatives.
• **Lead handoff and ** Set clear processes for handing qualified leads from marketing to sales for nurturing and conversion.
• Feedback loop: Gather feedback from sales on campaign effectiveness and iterate your strategy based on results.

Technology Stack:

• Marketing automation platform: Automate email campaigns, landing pages, and lead nurturing workflows.
• CRM system: Manage account data, track interactions, and measure campaign performance.
• Data enrichment tools: Enhance account data with insights from public sources and social media.
• Advertising platforms: Target specific accounts with personalized ads on various platforms.

Benefits of using an ABM automation framework:

• Increased efficiency: Automates repetitive tasks, freeing up time for strategic planning.
• Improved personalization: Delivers relevant content and experiences to each target account.
• Enhanced collaboration: Ensures alignment between marketing and sales for better impact.
• Measurable results: Tracks key metrics to demonstrate the effectiveness of your ABM efforts.

What are some examples of account-based marketing automation?

Here are some real examples of account-based marketing automation in action:

1. Snowflake’s personalized content for target accounts:

• Challenge: Generate interest and brand awareness among key high-value accounts.
• Solution: Created personalized landing pages with industry-specific content and case studies targeted towards individual accounts.
• Automation: Used marketing automation tools to identify specific accounts visiting their website and trigger personalized content displays based on their industry and needs.
• Results: Increased website engagement by 30% and qualified leads by 20%.

2. Terminus’ multi-channel ABM campaign for Datanyze:

• Challenge: Drive awareness and adoption of their platform among specific decision-makers at Datanyze.
• Solution: Launched a multi-channel campaign that included personalized email sequences, targeted social media ads, and direct mailers with relevant content.
• Automation: Leveraged their ABM platform to automate campaign execution, personalization, and performance tracking across different channels.
• Results: Secured a meeting with Datanyze’s CEO within two weeks and ultimately closed the deal.

3. Personify’s account-based retargeting for Robin:

• Challenge: Re-engage website visitors from high-value accounts who hadn’t converted.
• Solution: Implemented account-based retargeting campaigns, displaying personalized ads with relevant messaging and offers across different platforms.
• Automation: Utilized dynamic ad templates and data feeds to automatically personalize ad creatives for each targeted account.
• Results: Increased website conversion rates by 30% and qualified leads by 25%.

4. GumGum’s custom video content for a retail giant:

• Challenge: Demonstrate the value proposition of their platform to a specific large retail company.
• Solution: Created a personalized video showcasing how GumGum’s technology solved the retailer’s unique challenges and pain points.
• Automation: Used automation tools to personalize the video with the retailer’s brand colors, logo, and key executives.
• Results: Secured a pilot program with the retailer and eventually became a long-term partner.

These are just a few examples, and the possibilities for account-based marketing automation are vast. Remember, the key is to use automation to personalize experiences at scale, focusing on your specific target accounts and their unique needs.

What are account-based marketing automation tools?

Account-based marketing (ABM) automation tools are software applications designed to streamline and amplify your ABM strategy by automating repetitive tasks, personalizing experiences for target accounts, and measuring campaign performance. They help you connect with high-value accounts at scale, increasing efficiency and effectiveness.

Here’s a breakdown of the different types of ABM automation tools:

1. Data & Insights:

• Account Identification & Prioritization: Identify and rank potential target accounts based on firmographics, industry, buying signals, and other relevant data. Examples: LeadGenius, Bombora, Demandbase, ZoomInfo
• Data Enrichment: Enhance your existing account data with insights from public sources, social media, and other platforms. Examples: Clearbit, LeadGenius, SalesIntel

2. Content & Engagement:

• Marketing Automation Platforms (MAPs): Automate email marketing, landing pages, lead nurturing workflows, and personalized content creation. Examples: HubSpot, Marketo, Pardot, Eloqua
• Advertising Platforms: Run targeted advertising campaigns across various channels like display, search, social media, and programmatic advertising. Examples: Google Ads, LinkedIn Ads, Facebook Ads, The Trade Desk
• Direct Mail Tools: Automate personalized direct mail campaigns with brochures, postcards, and other physical marketing materials. Examples: Lob, PFL, PostGrid

3. Sales & Marketing Alignment:

• CRM Systems: Manage account data, track interactions, measure campaign performance, and facilitate handoffs between marketing and sales teams. Examples: Salesforce, Microsoft Dynamics 365, Zoho CRM, HubSpot CRM
• Account-Based Orchestration Platforms (ABOPs): Manage and automate complex, multi-channel ABM campaigns across various tools and teams. Examples: Terminus, Demandbase, RollWorks, Triblio

4. Measurement & Analytics:

• Marketing Analytics Platforms: Provide insights into campaign performance, website traffic, engagement metrics, and ROI across different channels. Examples: Google Analytics, Adobe Analytics, HubSpot Analytics, Marketo Analytics
• ABM Analytics Platforms: Offer specialized reporting and insights specifically for ABM campaigns, including account engagement, pipeline impact, and revenue attribution. Examples: Bizible, LeanData, Terminus Insights, Demandbase Insights

Choosing the right tools depends on your specific needs and budget:

• Consider your ABM strategy type (one-to-one, one-to-few, one-to-many).
• Identify your core needs (data enrichment, multi-channel campaign management, advanced analytics).
• Evaluate the integrations available with your existing marketing and sales stack.
• Compare pricing models and features offered by different vendors.

Remember, the most effective ABM automation involves combining tools from different categories to create a seamless and personalized experience for your target accounts.

Here are some additional things to keep in mind:

• New tools are emerging all the time. Stay up-to-date on the latest developments in the ABM automation landscape.
• Integration is key. Choose tools that easily integrate with each other and your existing tech stack.
• Don’t forget the human touch. While automation is valuable, personalization and genuine engagement are crucial for successful ABM.

20 best account-based marketing automation tools

Category	Tool	Features	Price Range	Popularity	Website
Data & Insights	ZoomInfo	Identify ideal customer profiles, discover buying intent signals, enrich contact data.	Varies based on usage	High	https://www.zoominfo.com/
	Bombora	Identify in-market accounts, understand purchase intent based on website behavior.	Varies based on usage	High	https://bombora.com/
	LeadGenius	Find ideal customer accounts, prioritize based on fit and engagement, enrich data.	Varies based on usage	Moderate	https://www.leadgenius.com/
	Demandbase	Identify target accounts, predict buying intent, personalize ad campaigns.	Varies based on usage	High	https://www.demandbase.com/
Content & Engagement	HubSpot Marketing Hub	Email marketing, landing pages, lead scoring, content management, social media publishing.	$880/month (Starter)	High	https://www.hubspot.com/products/marketing
	Marketo Engage	Lead nurturing, multi-channel campaigns, marketing automation, account-based orchestration.	Custom quote	High	https://business.adobe.com/products/marketo/adobe-marketo.html
	Pardot	Lead nurturing, lead scoring, campaign management, ROI reporting.	$1,250/month (Growth)	Moderate	https://go.pardot.com/
	Eloqua	Lead nurturing, campaign automation, marketing analytics, account-based marketing.	Custom quote	High	https://login.eloqua.com/
	Terminus	Account-based orchestration, multi-channel campaign management, account engagement tracking.	Varies based on usage	Moderate	https://terminus.com/terminus-platform/
	Demandbase	Personalized ad campaigns, programmatic advertising, account-based retargeting.	Varies based on usage	High	https://www.demandbase.com/
Sales & Marketing Alignment	Salesforce	CRM platform, contact management, opportunity tracking, reporting and analytics.	Varies based on features	High	https://www.salesforce.com/
	Microsoft Dynamics 365	CRM platform, sales and marketing automation, customer service tools.	Varies based on features	High	https://dynamics.microsoft.com/en-us/what-is-dynamics365/
	Zoho CRM	CRM platform, lead management, sales automation, reporting and analytics.	Free (Basic), $25/user/month (Standard)	Moderate	https://www.zoho.com/crm/
	HubSpot CRM	Free CRM platform, contact management, deal pipeline tracking, integrations.	Free, $45/user/month (Starter)	High	https://www.hubspot.com/products/crm
Measurement & Analytics	Google Analytics	Website traffic analysis, campaign performance insights, audience demographics.	Free	High	https://analytics.google.com/analytics/academy/course/6
	Adobe Analytics	Advanced web analytics, marketing attribution, audience segmentation, reporting and insights.	Custom quote	High	https://business.adobe.com/products/marketing-cloud/main.html
	HubSpot Analytics	Website traffic analysis, campaign performance insights, reporting and dashboards.	Included in Marketing Hub	High	https://www.hubspot.com/products/marketing
	Marketo Analytics	Marketing attribution, campaign performance insights, ROI reporting, audience segmentation.	Included in Marketo Engage	High	https://business.adobe.com/products/marketo/adobe-marketo.html
	Bizible	ABM analytics platform, account engagement tracking, pipeline impact measurement, revenue attribution.	Varies based on usage	Moderate	https://business.adobe.com/products/marketo/bizible.html
	LeanData	ABM analytics platform, account-based marketing insights, campaign performance tracking.	Varies based on usage	Moderate	https://www.leandata.com/

What is an account-based marketing strategy?

An account-based marketing (ABM) strategy is a focused approach to marketing and sales where you target specific, high-value companies instead of a broad audience. Think of it like tailoring a suit to fit one person perfectly, rather than offering one-size-fits-all clothing.

Here are the key features of an ABM strategy:

Target Accounts:

• You start by identifying a small group of ideal customer accounts (ICAs) based on firmographics, industry, needs, and growth potential.
• These accounts are typically large enterprises that can significantly impact your revenue and bottom line.

Personalized Campaigns:

• You create highly customized marketing campaigns for each target account, addressing their specific challenges, pain points, and decision-making processes.
• This could involve personalized content, email sequences, social media outreach, direct mail, and even events tailored to their interests.

Sales & Marketing Alignment:

• Marketing and sales teams work closely together to execute the ABM strategy.
• Marketing generates leads and nurtures them, while sales focuses on closing deals with key decision-makers in the target accounts.

Focus on Relationships:

• ABM aims to build strong relationships with key individuals within the target accounts.
• This involves understanding their needs, providing valuable insights, and offering solutions that address their specific challenges.

Benefits of ABM:

• Higher ROI: Focusing on high-value accounts can lead to significantly higher returns on investment than traditional marketing efforts.
• Shorter sales cycles: Personalized engagement can move accounts through the buying journey faster.
• Stronger relationships: Building relationships with key decision-makers fosters trust and loyalty.
• Improved efficiency: Automating tasks frees up time for strategic planning.

What are account-based marketing channels?

In account-based marketing (ABM), channels are the avenues you use to deliver your personalized messages and experiences to your target accounts. Just like building a bridge requires various materials and methods, a successful ABM campaign leverages different channels to connect with your ideal customer accounts (ICAs) at various stages of their buying journey.

Here’s a breakdown of some key ABM channels and their applications:

Digital Channels:

• Email marketing: Personalized email sequences tailored to specific contacts within your target accounts. Can nurture leads, share relevant content, and trigger further engagement.
• Social media marketing: Targeted ads and organic content addressing the interests and challenges of your ICAs. Use LinkedIn, Twitter, industry-specific platforms, etc.
• Website personalization: Dynamic website content that adapts to visitors from your target accounts, showcasing solutions and case studies relevant to their needs.
• Display advertising: Retargeting website visitors from your ICAs across other websites using relevant ad creatives.
• Search engine marketing (SEM): Utilize paid search and organic SEO strategies to increase visibility for keywords related to your target accounts’ pain points.
• Direct mail: Sending personalized physical mailers like brochures, postcards, or even handwritten notes to key decision-makers within your ICAs.

Offline Channels:

• Events: Sponsor or host industry events to connect with decision-makers from your target accounts face-to-face. Offer valuable insights and build relationships.
• Public relations (PR): Generate positive media coverage that resonates with your ICAs and showcases your expertise in solving their challenges.
• Account-based events: Exclusive events or experiences designed for key contacts within your target accounts, fostering deeper engagement.

Additional Considerations:

• Channel selection: Choose channels based on your target accounts’ preferences, budget, and campaign goals.
• Personalization: Tailor your messaging and engagement across all channels to resonate with each target account’s specific needs and interests.
• Integration: Ensure seamless integration between your chosen channels for a smooth and consistent experience for your ICAs.
• Measurement: Track the performance of each channel and continuously optimize your strategy for maximum impact.

Remember, an effective ABM strategy often involves a multi-channel approach, combining different channels to create a cohesive and personalized experience for your target accounts.