Let’s take a look at some of the options people have today for ABM software. 6Sense is one of the leading solutions, alongside Terminus. Each software has their own specialties and some may work better or worse depending on the customer’s needs. Engagio, Triblio, and Demandbase pricing can also all vary significantly. To find out more about which software is rated best, you can check out the Forrester Wave report on the ABM category.
6Sense is a specialized account engagement platform. It focuses on giving visibility throughout the sales funnel, including demo requests, RFP reception, discovery calls, and purchase decisions. As buyers are now engaging multi-platform and multi-channel, 6Sense consolidates devices and channels to create a clearer picture of how users are interacting with the brand. All this data together makes it easier to facilitate an account-based marketing strategy, lending itself to more overt and complete customization. AI solutions are also used to identify the window of opportunity through which customers are more likely to make a purchase, altogether making it easier for sales teams to function.
Reviews of the solution are largely positive, though there are some negatives: the platform is still being worked on, can be a little sluggish, and takes some time to learn. Since the learning curve is so significant, it’s important that users work very closely with the brand. And some of the more important features require premium membership, which can be costly. There are so many ABM products out there that it’s best for customers to consider all of them alongside their own personal needs, before making an ultimate choice. Demo packages and talking one-on-one with sales representatives can help.
Account-based marketing or ABM marketing is a popular strategy for marketing, sales, and customer success teams today. While it’s robust enough for B2B or B2C sales, account based marketing B2B is even more spectacularly effective, largely because it’s able to develop intense, one-on-one relationships with customers. ABM 2020 looks a little different from even ABM 2019, because the strategies are evolving; account based marketing 2020 is naturally more sophisticated and robust than it ever has been. ABM continues to grow and become more popular, and 2021 will be different, too.
As marketing strategies grow, they also evolve. In 2016, account-based marketing was nothing more than a buzzword. At its simplest beginning, ABM told us what we already know: customers are effective. But the true thing holding ABM back was technology.
ABM demands that sales teams pursue real, authentic relationships with customers, but when every business has hundreds or thousands of customers, that can be difficult. Businesses have, until very recently, been limited to their human capital and the accounts that their sales team could manage. But with new technology, which is constantly evolving, companies are now able to establish these types of meaningful relationships with broader swathes of clientele. Platforms like Terminus make it easy for companies to develop their relationships with their customers, follow up on premium leads, and consistently deliver value.
But this also means that many companies are still working through uncharted waters. They haven’t had to manage ABM strategies before, and their employees are naturally untrained. They need partners to work with in order to appropriately engage with their clients.
Account Based Marketing Strategy
Developing an account based marketing strategy is challenging in ways that a brand might not expect. In reality, account based marketing is simple. Account based marketing articles can tell you everything you need to know about the philosophy behind it, and looking up account based marketing statistics 2019 compared to 2020 will show you what you need to know about its growth and adoption.
But it’s the strategy that’s most important. You can’t simply start spending time, money, and resources towards a vague “ABM plan.” Because account based marketing is nuanced, and because it’s unique for every business, you need to create a strategy first. You need to develop your campaign tactics, and your team needs to understand account based marketing in-depth.
Quite a lot of account-based marketing relates directly to the technology behind it. Team members need to understand how they interact with their platforms and their customer base, and how they can leverage things like automation and customization to really build a firm foundation for their one-on-one communications. Once the team understands the platform and philosophy, ABM can become quite intuitive moving forward.
If you need help creating your account-based marketing plan, Terminus offers many resources to help you get started. The TEAM framework provides everything you need to hit the ground running, with a deeper understanding of how account based marketing works, how it can affect your business, and how it has to be optimized and modified as you go.
ABM software is absolutely critical for a valid and valuable ABM strategy. With ABM software, teams can login almost anywhere as long as they have WiFi; they just need their ABM login. There are solutions ranging from general CRM solutions with ABM features to fully-featured ABM platforms; the HubSpot ABM software list can be a good way to start, and HubSpot provides its own ABM solutions as well.
Software is what differentiates old, person-to-person marketing from ABM strategies. In the old days, cold calling was one of the best ways to achieve solid relationships, and account managers and marketers would have a rolodex full of contacts that they nurtured. But that also meant they could only sell to perhaps a few dozen clients at once. Today, ABM strategies are backed by technology that makes it easier than ever to manage large amounts of contacts. It’s an infinite rolodex that can be scaled and expanded as the business itself grows.
It’s important for companies to thoroughly evaluate their ABM software before they choose it because it’s going to have such a significant impact on the way their ABM strategies work. Companies should be able to work with an ABM solutions provider that will be able to guide them through the process.
Events are a great way to start learning about and connecting with the ABM industry. Through events, your employees can become acclimated to these new strategies, find out more about the technology available, and take a look at how ABM serves both the company and the customer.
Although Terminus won’t be hosting any in-person ABM events in 2020, for obvious public health reasons, there are many virtual event options. That includes workshops, 1:1 strategy sessions, webinars, podcast episodes, and much more. These are resources that your employees can use to learn more about how account-based marketing can benefit not only the company, but also themselves and their work flow. The more effective an ABM strategy is, the less work employees need to do to maintain their accounts.
Companies today need resources. They don’t just need a platform, they need a path. Terminus ABM offers a great deal of resources to help teams with their ABM expertise, no special ABM membership required. That means that Terminus isn’t just there as a software provider, but also a resource center for anyone who wants to learn more about ABM, training, best practices, and ABM events 2020 and beyond.
ABM is becoming an industry standard, and if companies aren’t prepared to transition to account-based marketing, they’re likely to get eclipsed by the competition. Customers today crave deeper relationships with companies; they want to know they are being taken care of, and customer service is becoming a core differentiation.
If you’re interested in transitioning to ABM, consider starting with the resources available through Terminus. You’ll learn the basics of ABM strategies, how to develop your own ABM techniques and tactics, and how to work towards better relationships with your customer base. You’ll be able to review examples and templates that can be useful to an ABM strategy, and counter the core challenges that usually come in when trying to transition to a new marketing process.