Best ABM Platforms: What To Look For
With an ABM platform, you are able to bring together the information and metrics on audience creation, audience management, activation, and all the other metrics you need to measure the effectiveness of a campaign. Even better, the best ABM platforms are easy enough to understand that everyone can read and comprehend without someone holding their hands – from individual members of the sales or marketing functions to stakeholders to new hires.
The best ABM platforms also have tools that make the process of account based marketing much easier, from tools that congregate lists to automatic scoring and account selection. Through this, your team will be able to build account audiences using data that gathered by your team, information gathered using a predictive analytics tool (like MRP’s Prelytix), or information from some other firm or agency.
With the best ABM platform, you are able to see ABM analytics that will give you a complete picture of your marketing performance across your sales funnel. This will help sales and marketing functions to target specific accounts that are in dire need of attention. You can work within different verticals to compare and contrast results, allowing for more development and segmentation of your audiences. Segmentation is important to track the buyer’s journey and to classify your accounts. You will be able to see where campaigns have stalled and where they have completely failed, allowing for growth, change, and problem solving into the future.
It is important to note that ABM services can help almost any organization if calibrated properly – and ABM platforms perform a big part of that process. ABM platforms allow for customization without waste, giving you a framework to choose your strategy, whether targeting new prospects, more efficiently reaching into new verticals, or improving your retention strategy. All have their merits and depends on which approach you want to do first.
Account-based marketing agency services that have an effective ABM platform can provide you with the opportunities to unlock your sales and marketing functions potential that they otherwise may struggle to attain.
For more information about what an account based marketing agency does or how MRP’s tools can help you, CLICK HERE.