Choosing the right account-based marketing software can be a messy process.
Some ABM software is an add-on to an existing tool. Some companies sell relevant software but not explicitly for ABM. Whether you need certain tools depends on the scale of your program or your target accounts.
Ultimately, a successful ABM campaign needs to solve three problems. Software can help with each:
- Identify the right accounts and targets within them.
- Deliver tailored marketing and sales messaging to those people.
- Measure how they respond.