Account-Based Marketing Tools Comparison

In this article, we will look at popular tools that can be used to implement Account-Based Marketing and advise you on how to choose the right one for your business.

Content

Introduction

Available Account-Based Marketing Tools

Final Evaluation

Introduction

Account-based marketing (ABM) is a strategic approach to targeting specific customers and making direct contact with them. 

It involves creating campaigns tailored to each customer's needs and interests in order to build relationships and generate conversions. As ABM has grown, so has the range of tools that companies can use to achieve their marketing goals. 

Available Account-Based Marketing Tools

Demandbase

The Demandbase platform was founded in 2007 and currently has more than 1,000 customers.

Demandbase enables companies to identify and target ideal customers. It helps create a personalized customer experience using advanced customer segmentation and predictive analytics. 

Segmentation
As part of segmentation, Demandbase offers fields such as "activities", "relationships" and "data value change", which is not exactly customary. Another advantage is that the selection tools synchronize hundreds of pieces of information from different sources several times a day, giving you near real-time, up-to-date data.

Target account identification
Unlike other ABM providers that rely on probability to identify anonymous accounts, this tool provides identification based on the most advanced scientific data. According to "bake-off" tests, Demandbase's customer identification accuracy is the highest of all tools. 

Artificial intelligence
Demandbase harnesses the power of artificial intelligence to create personalized prediction models in less than a day. It only needs basic information to do this, and machine learning algorithms are able to uncover immediate sales potential and the suitability of your product for a given account. 

Automation
Demandbase One automatically integrates all of your team's email and calendar activity so you have convenient access to a comprehensive view of all account activity. This eliminates the need for manual data entry and you're also able to ensure your predictive models and sales alerts are always up-to-date, which can save your sales team valuable time and effort.

Integrate
In terms of integration, it can be linked to a range of ad networks and customer relationship management (CRM) platforms to coordinate campaigns across multiple channels. These include Salesforce, Marketo, Microsoft Dynamics 365, HubSpot, Google Ads, LinkedIn Ads and many more.

Pricing plan
The pricing plans for this tool take into account the different needs and platform usage patterns of each customer. The goal of the platform is to tailor the pricing structure to each individual customer, which then allows customers to pay for exactly the services they need instead of paying a flat fee for services or products they don't use. In general, however, this is one of the more expensive tools. You can find out detailed information about pricing plans directly on the company's website.

Terminus

This company was founded in 2014 and to date has over 1,000 satisfied customers worldwide.

Terminus enables marketers to communicate with target customers at all stages of the buying journey through multi-channel experiences, first-hand data, advertising and a flexible ABM strategy.

Targeting tools
Use Intent data to track when individual accounts are exploring topics related to your product. Using third-party firmographic and technographic data, you can determine if an account fits the profile of your ideal customer. Data Studio ensures that your messaging is always tailored to the issues the customer is currently facing, providing a positive experience from the start.

Reporting and analysis
Terminus Measurement Studio provides a comprehensive and tailored set of reports that allow you to measure the success of your marketing campaigns. You can access data sources, advanced attribution models, ABM dashboards and Opportunity Insight or Campaign Analytics reports to ensure your efforts are focused on the areas that will deliver the most value.

Activation Tools
Terminus notifies you in real-time when target accounts engage with your digital marketing campaigns so you don't miss any opportunities. Plus, with continuous data syncing between your CRM and marketing automation, you can trigger relevant processes at any time to deliver the ideal message to target accounts.

Integration
This platform can be connected with several marketing systems, such as Salesforce or HubSpot. In addition, you can also take advantage of specialized integration options with Twitter, LinkedIn, and Facebook Ads Manager. This versatility allows you to seamlessly move between channels, leverage sophisticated audience segmentation, trigger-based email campaigns, and more all in one system.

Pricing plan
Terminus has four basic packages, priced based on the size of your company. For each package, you have the option to try a free version. In terms of features, for example, in the basic package you can integrate Terminus with standard CRM systems, produce an unlimited number of advertising campaigns (in selected channels) or use dashboards. The second package is extended with the ability to create campaigns on LinkedIn or to target customers globally, for example, and the last two packages are further extended with several engagement models and channels where you can run your campaigns (audio, connected TV, video).

6sense

6sense helps B2B companies to get rid of uncertainty so they can move forward with confidence. It harnesses the power of artificial intelligence, big data, and machine learning to empower every member of the team responsible for revenue management.

Determination of the buyer's intention
6sense uses an AI-based predictive model to help identify the key accounts most likely to make a purchase. It can predict an account's readiness to buy and also helps to contact relevant decision makers with targeted messages throughout the B2B sales process. 6sense uses a combination of first- and third-party data to predict intent.

Targeting potential customers
6sense can use intent data to categorize buyers based on their progress through the buying process, allowing sales and marketing teams to deliver tailored messages through the best possible channels. 6sense also offers a Demand-Side Platform (DSP) that provides access to thousands of ad inventory on publisher sites. With 6sense, businesses can target potential customers with personalized campaigns across multiple sites and channels that are likely to lead to higher conversions.

Integration
This platform can be integrated with a variety of tools, including marketing automation systems (HubSpot, Marketo), customer relationship management (CRM) platforms (Salesforce, Oracle), advertising platforms (Google Ads, Facebook Ads), and data analytics platforms (Looker, Power BI). 

Pricing plan
6sense's platform subscription model is targeted at businesses of different sizes, with pricing varying completely depending on various factors such as business size, revenue growth rate or number of users. Although 6sense is undoubtedly one of the most comprehensive tools on the market, it is only able to include features in your package that you will use 100%. In addition, optional add-ons and integrations create what customers claim is a truly individual environment to suit any specific requirements. If you are interested in 6sense services, you need to fill out the form and order a no-obligation demo version.

N.Rich

Founded in 2016, you can use this company to search for ideal customer profiles with demonstrable purchase intent. N.Rich then engages these accounts with digital ads across multiple channels and delivers all leads to the sales team.

It allows its users to have control over advertising campaigns and target specific accounts, while also providing native articles, display ads and video ads to help with sales and marketing communications. With the help of first-party and third-party intent data, N.Rich provides its users with the most beneficial data-driven business decisions.

Demand generation
N.Rich can be used, for example, to positively influence your current sales process or possibly create a new one tailored to the requirements of your target customers.

Cookie Estimate
In most ABM platforms, there is limited information on how broad your segments or account lists can be. Therefore, the N.Rich platform has created a new metric called Cookie Estimate, which has accurate data on the average daily number of cookies detected by N.Rich over the last 30 days. In other words, it gives you information about how many people (cookies) you can expect to reach from each target account.

Integration
In terms of integrations, it can connect to the same tools as all previous platforms to which you can add Shopify, WooCommerce or Mixpanel, for example. 

Pricing plan
N.Rich is the only one to have fixed prices for all three packages it offers. You can own the first "Lite" package for $9,750 per year + $1,250 entry fee. It includes 1 intent report, 10 intent topics, basic support and 1 device for Marketing + 5 devices for Sales Insights. The second "Growth" package has an expanded number of features from the first package, plus you get your own customer support manager. In this variant, you can also take advantage of N.Rich's advertising features. For all of this, you'll pay $23,750 per year. The last package, "Scale", is like the second package, extended primarily by the available number of functions that can be found in the first package. In this variant, you are assigned a dedicated ABM strategist and the ABM advertising features are expanded compared to the second package. The Scale package will cost you $45,500 per year.

Final Evaluation

Account-Based Marketing tools can be an effective tool for B2B companies to maximize their marketing efforts and reach their target audiences. 

N.Rich, Demandbase, 6sense and Terminus are some of the most popular ABM tools available on the market today, and each has its own unique features and benefits. 

N.Rich gives its users full control over ad campaigns and account-specific targeting, while helping to create a personalized customer experience through advanced customer segmentation. 

The 6sense platform, in turn, harnesses the power of artificial intelligence, big data and machine learning to empower every member of the team in charge of revenue management. Terminus then enables marketers to interact with target customers at all stages of the buying journey.

Ultimately, choosing the right tool will depend on each company's needs and goals, but each can provide a great starting point so you're able to optimize your ABM efforts.

Once you've chosen the best tool for your business, we recommend you read our article on How to Implement Account-Based Marketing in the Company.