How to Build Your ABM Tech Stack

How to Build Your ABM Tech Stack

February 6, 2024

There’s never been a better time to embark on an account-based marketing campaign (ABM). A multitude of advanced tools help marketers keep track of important accounts and communicate with them effectively.

But choosing which of these tools to incorporate into your ABM tech stack can be overwhelming. If you’re building one from scratch or just looking to upgrade, this guide will help you decide which tools you’ll need.

Tools for Identifying Target Accounts

Building a successful ABM strategy begins with the crucial step of identifying and prioritizing target accounts. This process is grounded in leveraging advanced data analytics tools to gain deep insights into potential accounts. These tools provide valuable information on firmographic and technographic aspects, helping to shape a clearer picture of each target account's industry, size, technology stack, and market position. Moreover, predictive analytics plays a significant role in determining the likelihood of an account’s fit and intent, helping to predict their future behaviors and needs.

Platforms like ZoomInfo offer extensive databases that enrich ABM campaigns with detailed account insights, while LinkedIn Sales Navigator facilitates targeted search capabilities, enabling marketers to pinpoint and connect with key decision-makers within their desired accounts. The integration of these tools within an ABM strategy ensures that marketing efforts are focused on accounts that are most likely to convert, thereby optimizing resources and efforts.

Tools for Incorporating Direct Mail in ABM

Incorporating direct mail into your ABM strategy can significantly enhance your outreach efforts. Postal, a versatile platform in the ABM landscape, offers unique capabilities to seamlessly integrate direct mail into ABM campaigns. Unlike traditional platforms, Postal focuses on creating personalized and memorable experiences that resonate deeply with target accounts, especially in industries where tangible engagement is crucial.

Postal's platform simplifies the process of selecting and sending custom direct mail pieces and gifts, making it easier for service providers to deliver impactful messages to their ideal customer profiles. This approach effectively complements digital strategies, ensuring a well-rounded and impactful ABM campaign. By leveraging Postal, companies can ensure their direct mail strategy aligns with their broader marketing efforts, targeting the right accounts and decision-makers with precision.


Integrating CRM Systems

In the realm of ABM, a robust customer relationship management (CRM) system is indispensable. Popular platforms like Salesforce and HubSpot serve as central repositories for all customer-related data and interactions, forming the core of an effective ABM strategy. These systems are pivotal in storing detailed information about each target account, including contact details, interaction history, and personalized notes.

The integration of CRM systems into an ABM strategy brings several benefits. It ensures real-time accessibility of account information to both sales and marketing teams, fostering better coordination and collaboration. This integration also enables teams to tailor their ABM approaches more effectively. By having a comprehensive view of each target account, teams can personalize their outreach and engagement strategies, ensuring they are relevant and resonate with the unique needs of each account.

Moreover, CRM systems help track the progress and effectiveness of ABM campaigns. They provide valuable metrics and insights into account engagement levels, allowing teams to measure the impact of their efforts and make data-driven decisions to refine their strategies continuously. The use of CRM in ABM is a critical step towards creating a more aligned and cohesive approach between sales and marketing teams, ensuring that all efforts are streamlined towards engaging high-value target accounts effectively.

Tools for Marketing Automation and Outreach

In ABM, leveraging marketing automation tools is pivotal. Platforms like Marketo and HubSpot automate key marketing tasks, crucial for ABM strategies targeting specific accounts. They facilitate efficient email marketing, manage engaging landing pages, and ensure delivery of tailored content. Marketing automation not only streamlines outreach efforts but also provides essential metrics and analytics. This data is instrumental in refining marketing efforts, aligning them with the unique needs of each target account within your ABM program. By integrating these tools into your ABM tech stack, you can optimize your marketing campaigns, ensuring they resonate with key accounts and decision-makers, ultimately enhancing the effectiveness of your ABM campaigns.

Tools for Social Media Engagement

Social media platforms are crucial in ABM for building connections with target accounts. Tools like Hootsuite and Buffer aid in managing social media presence, essential for B2B marketing strategies. LinkedIn Sales Navigator is also a standout tool for advanced targeting and engagement in ABM campaigns. It helps identify and engage key accounts and decision-makers on LinkedIn, a vital platform in ABM. Integrating social media into your ABM strategy enhances outreach efforts and allows for direct engagement with target accounts. Additionally, content management systems (CMS) like Uberflip can be used to create dynamic, personalized content across digital platforms, crucial for engaging key accounts. Effective use of social media and content personalization tools in your ABM tech stack ensures a more targeted and impactful approach to your ABM efforts.

Leveraging Analytics in ABM for Service Providers

By utilizing platforms like Microsoft Analytics within your ABM technology stack, you can gain valuable insights into how your campaigns resonate with target accounts. These analytics tools help in refining messaging and webinar content, ensuring they align with the pain points and expectations of specific buying groups. Through data-driven strategies, you can optimize their marketing efforts, ensuring their services meet the specific needs of their target audience in the ABM landscape.

Enhancing ABM with Sales Enablement and Collaboration

In account-based marketing, sales enablement and collaboration are pivotal. Tools such as Microsoft's suite for collaboration and Salesforce's sales enablement solutions empower sales teams with the necessary resources and unified content strategies. This collaborative ecosystem ensures that sales and marketing teams are on the same page, allowing for a more streamlined and effective approach to ABM campaigns. The integration of these tools into the ABM technology group ensures that sales teams can effectively communicate with and cater to the specific needs of key accounts. These collaborative tools are crucial in bridging the gap between sales strategy and execution, ensuring the salesforce is well-equipped to engage meaningfully with targeted buying groups.

Add Postal To Your ABM Tech Stack Today

In summary, a well-built ABM tech stack integrates tools that support every aspect of the strategy, from account identification to engagement and analytics. This integration streamlines workflows, enhances customer experiences, and drives conversions and revenue.

Postal's platform can be a key component in this tech stack, offering seamless integration with existing tools and enhancing ABM efforts with personalized direct mail and gifting. Try a free demo of Postal to see how it can augment your ABM strategy.

Lauren Alt-Kishpaugh
Lauren Alt-Kishpaugh

Lauren Alt-Kishpaugh is the VP of Marketing at Postal, the leading Global Offline Marketing Engagement Platform that creates memorable moments for organizations to generate leads, increase sales velocity, and retain happy customers. Prior to Postal, Lauren worked across various marketing functions including marketing operations, campaign management, and acquisition at hyper-growth software companies like Outreach, ThousandEyes, and Solv Health. She currently lives in San Francisco with her husband, Jon, and her dog, Maple.

Want to increase your ABM campaigns ROI by +29%?
That's what Postal clients achieve on average after 3 months using the platform.
Increase My ABM ROI
Want to increase your ABM campaigns ROI by +29%?
That's what Postal clients achieve on average after 3 months using the platform.
Increase My ABM ROI