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7 Essential Martech Stack You Need for an Effective ABM Campaign

As more and more organizations evolve and are shifting to a completely digital environment, B2B marketers have focused their efforts on online channels to engage the audience effectively. 

To help navigate this ever-changing landscape and account for the loss of in-person meetings and events, the need for a solid tech stack to support and maximize marketing strategies has never been clear.

In today’s digital world, a highly innovative tech stack is no longer seen as a highly competitive advantage for your business, but it’s now becoming a necessity. 

To help you build a solid tech stack that fills in the gap in your marketing strategy, here are some of the essential elements of a marketing tech stack: 

1. Customer relationship management system (CRM)

A customer relationship management system lets you track and manage customer interactions to enhance relationships and move prospects further along the sales process. 

It’s been used to store information, store sales opportunities, and manage marketing campaigns. 

With a CRM, marketers can easily integrate lead information. For example, company revenue and a job title, along with engagement data sourced from your automation platforms such as site leads and content downloads help build a lead scoring system that can categorize automatically and identify sales-qualified leads. 

When you focus on the right leads, sales can look for opportunities they can win, and marketing can look for prospects that may need nurturing to be qualified. 

Furthermore, CR bridges the sales marketing gap, which seamlessly exchanges information between teams. It also keeps contact information clean and stores reliable information about the progress of your sales and marketing efforts. 

2. ABM platform

Chances are, you’ll need technology to run your account based marketing campaign effectively. Running a campaign can be tedious, that is why having a platform that lets you oversee every step is critical to your success.

With the right ABM platform, you can run your most commonly used ABM strategies in one place. Using this platform, you’ll have better reporting and enhanced visibility of what’s working. 

3. Data Enrichment

When you build profiles of key people within accounts, you’ll need additional data and information about these people. You’ll also need to know the specific account and the critical aspects of the company, such as what is in their tech stack. 

Here are a few essential things to keep in mind when choosing this type of technology: 

  • Some platforms work well with start-ups, small organizations, and enterprise data. 
  • Most are priced on the volume of contacts and data calls. 
  • Accuracy usually varies even on the best of these platforms. Thus, validation by your sales team is crucial. 

It would help if you also did your homework. The tool you choose will depend on the types of accounts that you want to target and need to be incorporated within the data enrichment platform. 

4. Marketing automation platform

If done correctly, this is one of the most effective ways that you can streamline customer interactions and nurture prospects in the sales funnel. 

Using marketing automation tools like HubSpot and Marketo allows you to enhance productivity, decrease human error, and maximize your resource via automating processes on numerous channels. 

Your Marketing Automation Platform (MAP) is essential because everything else in your ABM campaign revolves around it. Moreover, it makes your life easier if you’re a marketer. While setting it up correctly to have complete optimization takes time and effort, it’s well worth it. 

5. A personalization tool

56% of marketers think that having personalized content is the key to success ABM. 

Once a user from your target accounts clicks an ad or a piece of content, you want them to see an extremely relevant landing page that fits their wants and needs. A personalization tool allows you to achieve this, creating numerous user experiences in one URL. 

6. Data management platform (DMP)

Do you want to connect your data across solutions from ads to CMS to marketing automation? A data management platform allows you to leverage your data across your marketing and sales funnel. 

7. Analytics and data to measure performance

As previously mentioned, you can quickly diminish the returns of your ABM campaigns if you’re not carefully monitoring ROI, especially when you factor in the technology needed to make successful campaigns. 

You have to utilize analytics and data to measure your performance and ensure that you’re putting in money where you’ll have the most significant impact. 

Although many marketing automation and CRM platforms have built-in analytics, ABM will allow you to compile your data across multiple sources. 

Over to You

So, there you have it. Although these tools play a crucial role in enhancing your current marketing efforts, there are plenty of ways that you can customize your existing Martech stack with tools that help with customer experience, content experience, sales enablement, and so much more. 

Your Martech stack should be based on your unique needs and goals. That way, you can use it to leverage and enhance your current marketing strategy. Good luck!

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