How marketers can identify the right ABM vendor

Identify the necessary resources before choosing the supplier or renewing the contract

Until about March this year, marketing and sales for business accounts were not just online. There were lectures, performances, personal meetings, and demonstrations. Over the past few months, the emphasis has inevitably shifted to digital, which means we need to focus on ABM solutions again.

With this combination of ABM solutions available, how can marketers be sure they are choosing one that achieves their goals? Start by identifying your exact needs and the desired results.

“A very simple definition of ABM uses existing creative elements of marketing to help sales,” said Pam Didner, a B2B consultant and author, in a recent issue of MarTech Life. Depending on the type of marketing elements you have in your business [you can determine the right ABM characteristics]. You can do massive email marketing, focus on events or focus on advertising.

Dinner continued. “You need to understand what kind of marketing you are doing, and then you can determine which tools meet the demand.”

Meet your current needs

Instead of choosing an ABM provider based on a platform analysis, marketers should have a simplified list of five or ten account assets that the business owner should set up based on their current marketing activity.

Watch the full MarTech Live session here.

Brands that have just launched a new product or service through a major advertising campaign will want to focus on their ads, while brands that have just completed an email marketing campaign to reconnect with inactive accounts, the coverage of the extra campaign can identify.

Whatever the purpose, it is up to the marketers to understand the ABM resources they need, not the provider. If marketers expect the ABM entrepreneur to identify and implement their goals, they will almost always disappoint them and lose their campaign goals.

However, a complete list of ABM suppliers’ capabilities is required before signing a new or existing contract. The ABM of a brand should not last longer than six months.

‘When I look at ABM, I see things like marketing automation platforms and web content management. These are mature categories and are well defined because we know what it’s like, “said Gil Canare, vice president of global digital marketing. We know what it’s like because the problem is defined. not for all users, but may vary from sector to sector.

How to choose the right ABM provider for your B2B strategy

ABM (abbreviation for account-based marketing) was the buzzword in 2018, now it is an integral part of most B2B strategies, especially if the target market is a lean business. But even by 2020, many ABM programs will fail due to inadequate planning, adaptation, or execution.

1) Reports

It is interesting that all platforms have well-built relationships. The choice between them is actually a matter of preference and priority.

Demandbase has impressions and engagement reports at the account level. You can also use the reports before and after the billing program. You can see the main landing pages and the resources that manage the accounts. You can also link to internships information in Salesforce.

Terminus, on the other hand, reports the number of affected accounts (plus media spend), account visits, open events, account impressions, more engagement accounts, and more ad-click accounts.

2) Additions

Terminus is our best choice if integrations are important to you. You can integrate your Marketo client lists directly on the platform – this means that your marketing team does not upload new lists every day, as the target accounts change from stage to stage. Terminus also offers the ability to visit LinkedIn campaigns directly through its platform. This means that if you are part of a fragmented team without a LinkedIn agency or guru, you only need to learn a platform.

The basic request report contains my favorite ABM hack – it’s integrated with Google Analytics. You can set up dashboards to view business, work, and company data, along with traditional Google Analytics engagement statistics. From there, you can create audiences (from panels) for traffic on the Google Display Network. This way, if your list is not large enough to send customer emails to the Google Display Network, you have the opportunity to push funnel links into the Google Display Network (even if you do not reach the limit) by it to print integration.

3) Flexibility

We recommend Kwanzoo for a flexible solution. As a smaller business, it works flexibly with customers to provide the solutions they need. Whether you are looking for relationships and transactions or the whole stack, Kwanzoo can create a solution for all your needs.

Both Demandbase and Terminus are more ready-to-use options, where you buy the complete solution. There is less clarity about commissions.

Additional considerations

Tech Stack:

If you have a well-developed technology stack (e.g. BI tool + data visualization, personal assignment, hearing measurement, IP monitoring, etc.), you can probably get away with a self-service strategy.

If your strategy follows the 1: 1, 1: min, 1: batch format and requires maximum activation, we recommend coverage for self-service and business-based strategies.

If personalization is important to you (it should be if you do a lot of 1: 1), negotiating a 1: 1 campaign on both Demandbase and LinkedIn is a combination that turns into a closed deal that destroys the air.

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