Demandbase is a popular account-based marketing platform, and somewhere that people can start if they’re looking for account-based marketing websites or an account based marketing blog. Founded in 2006, Demandbase is a well known name in the ABM category. The company has raised a total of $158 million in investor capital and is headquartered in San Francisco, CA.
Demandbase provides an ABM platform with targeting, engagement, and conversion features. It is targeted towards delivering real-time analytical data that organizations can use to make decisions about their customer relationships, as well as appropriately scoring leads. Clients of Demandbase are able to automate their customization features, which means they are able to reach out to more customers directly.
In terms of software itself, Demandbase gets high marks in most reviews, though some customers complain that the platform is clunky and could use a little streamlining. The platform is comparable to other ABM vendors, so it comes down to which specific features and functionality matter most to teams evaluating technology. As you’ll learn in this resource and other resources available online, there are many options to choose from in the ABM category. It all comes down to what suits your team and goals best.
Account Based Marketing Tactics
How does account based marketing work? Account based marketing is more than just a mission or a philosophy, it requires comprehensive account based marketing tactics built from an account based marketing framework. Your team may know that it needs to prioritize individual relationships and customize its marketing, but unless it knows how it’s going to achieve this, it isn’t going to be able to meet its goals. An account-based advertising platform is only one step.
“Tactics” for account based marketing goes back to how ABM marketing works. How is an account based marketing framework built? By putting the customer and their data first. The fundamentals of account-based marketing are all about giving each customer an individual treatment and experience, which simply isn’t something that can be done without the right technology or without the right account based marketing strategy template.
With the right tactics, organizations don’t just know the end goals of what they’re shooting for, but team members are empowered to achieve these goals because they understand the step-by-step process that is going to be necessary to achieve them. Moreover, the company will be able to identify and isolate any issues that arise or anything that isn’t working, and will thereby be better able to improve their operations and their adoption.
Too many companies have an idea of what account based marketing is, but aren’t certain how to achieve it. ABM strategies can include personalized email, direct mail, content creation, targeted ads, and regional events — but most importantly, the organization needs a method by which these efforts can be tracked and quantified. Once the organization knows which of these strategies are working most effectively, the team will be able to lean in.
Account Based Marketing Examples
Collecting and examining examples are an excellent way for a team exploring ABM to learn more. They can help inspire a team, provide good ideas on which tactics would be best, and clarify exactly what ABM means. Many teams and companies are open and honest about what’s working with their ABM programs, and account based marketing examples and account based marketing case studies can help.
Here are some notable examples of account based marketing:
- Remarketing to customers based on the contents of their shopping cart. eCommerce stores have found that generic ads are far less effective than the ones that are directly tailored to and customized to their customers, such as one that will prompt them to complete a specific transaction.
- Loyalty programs for customers who come in on a regular basis. Customers want to feel rewarded, and they want to feel like they’re making “progress” in a relationship. Loyalty programs incline customers to keep coming in.
- Content tailored by what customers have been interested in before. By tracking what customers are interested in on a website or what they click through on social media, companies can tailor their content to their customer interests like never before.
Those who want to learn more about ABM can download an account based marketing PPT or a practitioner’s guide to account based marketing PDF. The more the team learns about ABM, the more effective they will be during development.
Account Based Marketing HubSpot
HubSpot is one of the experts and thought leaders in marketing. Today, HubSpot is emerging into the ABM category and pushing more articles and thought leadership content around it. We’re seeing more account based marketing HubSpot features and functionality with their Beta program, because they understand the importance of account based marketing, and they are interested in moving in that direction.
The articles about account based marketing HubSpot publishes are an excellent starting point for those who want to learn more about the discipline. The ABM blog covers the best of the best account based marketing 2020, and the HubSpot ABM Beta program has features consistent with these best practices. The HubSpot account-based marketing beta can be used to learn more about ABM overall, as can the account based marketing HubSpot knowledge base.
Of course, HubSpot isn’t a dedicated ABM company or a dedicated ABM solution, so they are somewhat limited in the support that they can give an organization that is interested in shifting its marketing structure to account based marketing. Nevertheless, they remain a solid starting point for those who want to take their first steps towards ABM, and for those who want to learn more about its core benefits.
HubSpot should always be one of the first spots for marketers learning about new technology and tactics, and HubSpot’s continued interest in ABM speaks volumes about what this category means today.
What are some popular ABM vendors, platforms, or software options? There are many available today. Terminus, Engagio, Demandbase, Rollworks are all options, in addition to HubSpot’s Beta program. LinkedIn can be considered a solution for ABM (in fact, an excellent solution), but it’s more a channel than a platform. Terminus works together with LinkedIn to provide a powerful, all-in-one ABM solution. But how do you know which is the right solution for you?
Reviews, guides, or the Forrester report are all ways to find out more. When it comes to any solution, you should look at third-party reviews, and try out demos to determine which solution is going to be the right option.
Not all ABM vendors have the same account based marketing tools, nor do they all have account based marketing LinkedIn integration or integration for other social systems. ABM platforms Forrester reviews are driven by account based marketing experts, who will give you a better indication of the upsides and the downsides of each platform. There’s also a market guide for account based marketing platforms provided by Gartner.
When looking at an account-based marketing review, keep in mind that third-party reviews aren’t always entirely impartial. Look for broader trends and you’ll see whether customers are complaining a lot about a specific feature or a specific shortcoming of the service.
From the Engagio tool to HubSpot ABM, there’s such a widespread of ABM tools out there that it can be difficult to make a choice. But it’s also often about more than just the ABM platform; it’s also about the strategy. At Terminus, experts provide everything from LinkedIn learning account based marketing to marketing strategy and support. Terminus can provide training for employees regarding ABM solutions, and will make sure that the organization is adopting their ABM strategy in a sustainable, effective way.