Account-Based Marketing Software

Account Based Marketing Software

howtodetails 26 Min Read

Account-Based Marketing software helps firms increase revenue by allowing them to focus their marketing efforts on the most important target demographic. By identifying quality target accounts before adopting a personalized marketing strategy, account-based marketing (ABM) software realigns marketing and sales organizations away from general branding and lead generating techniques. You can use ABM software to automate and speed up the process of identifying prospects and providing resources to the most promising clients.

The top 10 best Account-Based Marketing Software are:

Lusha enables business professionals to communicate with their leads, contacts, and applicants quickly and effectively. B2B relationships are built on trust. Lusha assists you in establishing trust by providing simple solutions for enriching and verifying business profiles. Lusha is used by over 600,000 salespeople, recruitment managers, and marketers daily to improve the way they communicate with their leads, contacts, and applicants.

Lusha is available in a variety of pricing schemes, which are detailed below. 

Starter: This is a free option. Professional: $99 per month for each user Premium: $199 per month per user Enterprise: Customized. There is a free version available. Also, you can opt for a free trial.

If you’re seeking the best free account management software that goes beyond conventional CRM, go no further than Bitrix24. Clients calling the company are automatically linked to their dedicated account manager thanks to clever call routing.

Following a 30-day free trial and a free plan for basic business tools, pricing is as follows: Basic Cloud: $49 per month $99 per month is the standard rate. $199/month for professionals Business on-premises: $2990 (one-time license) $24990 for a business (one-time license).

Unfortunately, numerous sites serve up the same material to every user, culminating in a message that doesn’t connect and doesn’t convert well. The proof is used by skilled marketing teams for this reason. Proof Experiences allows marketing organizations to customize their *current* website for visitors according to their industry, lifecycle stage, and even specific target accounts. Visitors are wowed by personalized experiences, and conversions soar.

The cost of an experience starts at $599.00 per month per user. There is no free version available. A free trial is available through Experiences.

EngageBay is an all-in-one marketing and sales CRM software designed for startups and small businesses to attract, interact, cultivate, and convert site visitors into satisfied customers. Individual accounts receive personalized campaigns and different resources, all from a single, easy-to-use site.

Plans start from

Basic: $14.99 per user per month (paid monthly), $12.29 per user per month (paid annually), or $10.79 per user per month (paid biennially) Growth: $49.99 per month (monthly) or $40.99 per month (yearly) or $35.99 per month (monthly) (paid biennially) Pro: $79.99 per month (monthly) or $65.59 per month (yearly) or $57.59 per month (monthly) (paid biennially).

Engage Bay offers a free version. They also provide a free trial.

Salesflare is a sophisticated CRM for account-based marketing and sales in small and medium-sized B2B organizations. It was created expressly for this purpose, unlike other CRMs. With Salesflare, you’ll be able to sell more with less effort. It populates your address book automatically and keeps track of all interactions with the accounts and persons with whom you’re in contact. All you have to do now is send the emails, make the phone calls, and drink the coffee.

No credit card is required for the free trial (up to 30 days). Plan for expansion: Annual billing: 29 USD per month per user Monthly billing is 35 USD per user per month. Proposition: Annual billing: 49 USD per month per user Monthly billing is 55 USD per user. There is no free version of the software available.

Oliverlist is an all-in-one application that helps businesses of all sizes automate email outreach and increase sales considerably. – Import and find professional emails from a variety of online sources, such as social networking sites and professional directories. – Use artificial intelligence to plan email outreach campaigns with automatic follow-ups and response processing. – Finally, let our system assist you in selecting the most suitable prospects for your offer.

Oliverlist’s monthly subscription starts at €39.00 per user. A free version is available. There is no free trial available for Oliverlist.

Pipedrive’s CRM is a game-changer in account-based marketing. Concentrate your efforts on leads who are more likely to buy, and use AI to boost your revenue! Keep everyone focused on activities that help transactions close by seeing ten steps ahead. There will be no leads lost in the shuffle, and you’ll save time by automating routine chores. It’s easy to get started with, yet it’s robust enough to adapt to any sales process and integrate with the tools you choose.

A simple CRM with a monthly subscription starting at $12.50 per person. At any time, you can easily add or remove team members. You can take a free trial before deciding on a plan.

There isn’t a free version of the software available.

Wrike is an account-based marketing software solution utilized by over 20,000 enterprises around the world. Using Wrike’s flexible features, concentrate your marketing efforts on creating personalized content for potential clients. Create detailed reports to share outcomes with stakeholders, track progress and adjust deadlines with easy-to-configure Gantt charts, and kickstart campaigns with ready-made templates. All of your account-based marketing can be managed from one place, and revenue growth may be boosted.

Wrike’s free basic package now supports an infinite number of users. Professional: $9.80 per month per user Business: $24.80 per user per month, payable annually Enterprise: $45 per month per user. Wrike should be contacted directly for actual pricing. Pinnacle costs $60 per month per user.

Users can also select the free trial option, which is also accessible in a free version.

Marketo Engage is a leading marketing automation platform for small and medium businesses as well as large corporations in a variety of industries. Email marketing, nurturing, SEO, landing pages, scoring, and analytics are some of the more typical capabilities, while some editions contain advanced features like website personalization, mobile engagement, social, and online retargeting. B2C and B2B companies of all sizes are typical customers.

Marketo Engage has a starting price of $895.00. There is no free version available. A free trial of Marketo Engage is available.

The Sales CRM with integrated Marketing from Really Simple Systems is the ideal tool for account-based marketing. In one consolidated database, our award-winning software allows you to effortlessly track and prioritize your leads, tailor your campaigns, create engagement, and build excellent connections. You’ll find a multitude of reporting capabilities and bespoke dashboard charts that capture real-time data for actionable insight, all of which can be customized to meet your needs.

Plans start at $14 per month. There is a free trial available. There is also a free version of the software.

Buyers Guide for Account-Based Marketing Software

Here’s what we’ll cover:

  • What is Account-Based Marketing Software?
  • Common features of Account-Based Marketing Software
  • Why use ABM Software?
  • Benefits of Account-Based Marketing Software
  • How to choose the best ABM software?

What is Account-Based Marketing Software?

Users can use ABM software to create highly qualified leads, personalize purchase experiences, boost customer lifetime value, and expand opportunities for in-pipeline accounts. ABM enables users to create an account-based marketing plan by combining potential data with real-time user experience technologies. This allows companies to match their marketing and sales teams with the company’s objectives. ABM software can be used to find new customers, nurture existing and potential customers, and extend and grow business accounts. To better target and prioritize conversations with key accounts, certain ABM tools can link with third-party sales and marketing applications, such as marketing automation platforms and customer relationship management, or CRM software.

Account-based marketing (ABM) is a strategy in which sales and marketing collaborate to target specific accounts down to the individual level. Salespeople frequently have extensive knowledge and insight into the people who make purchase decisions at their company. ABM takes advantage of this information to generate highly targeted, customized marketing content.

ABM has grown in popularity in recent years, with 67 percent of brands using it in some form, according to a recent survey. One of the reasons for its widespread adoption is that it has a demonstrated return on investment. According to another report, ABM outperforms all other marketing initiatives by 87 percent of marketers.

In comparison to typical approaches to inbound and outbound marketing, ABM represents a fresh perspective. However, implementing an ABM strategy requires more than keeping your sales and marketing employees in a room until they agree to share notes and collaborate. It necessitates the use of the appropriate tools for the job. In the area of digital marketing, this means that employing robust ABM software solutions can help you get the most out of your account-based marketing efforts.

Key Features

  • Account Management

Intelligence gathering, continual sales-marketing communication, and general organization-wide awareness of target accounts and continuing sales cycles are all necessary components of a good account-based marketing plan. Salespeople establishing contacts and marketers getting leads need to know promptly whether this account is already in contract negotiations, as well as the outcomes of any sales or marketing inquiry into whether the account is a good fit for their products. Account management systems are used to keep track of and share this data amongst departments. These systems automate the transmission of critical account information between contacts and their connected accounts, communicate account-level facts between sales and marketing, and manage marketing funnels or sales pipelines on an account-by-account basis.

  • Account Intelligence

A classic wide-top funnel is replaced by a tighter and more concentrated marketing funnel in account-based marketing. Before accounts may become leads, they must be qualified, which necessitates the collection of data. Account intelligence tools link existing leads in a marketing database to their accounts, offer qualifying information about those accounts, and connect marketers to potential accounts depending on their preferred account profile. They might also use a lead score engine to help marketers better qualify leads and improve their target account lists.

  • Account-Based Advertising

A buyer receives input and consent from a lot of stakeholders in their business when negotiating complex or expensive sales—many of whom a sales team may never meet. Account-based ad targeting is intended to sell to everyone involved in the purchasing process, including individuals who never speak with sales. Marketers can influence buying decisions and increase brand awareness in a firm at a cheap cost (very few impressions) by placing highly targeted and highly personalized advertising stock, even before sales reach out. Account-based ad targeting divides audiences into accounts and serves the advertising to each of them.

  • Digital Personalization

Crafting custom buying journeys for each account or account persona is a common part of an efficient account-based marketing strategy. Each account contact that comes into contact with the brand should be offered content that aligns with the buying proposition produced by sales and marketing. This can be accomplished through individualized proposals and ongoing sales conversations, but (as previously noted in relation to advertising), decision-makers with whom sales never interact are also conducting independent research on your product. Account-based personalization provides visitors with web experiences that are tailored to them depending on their connected account.

Why use Account-Based Marketing Software?

ABM is a framework based on processes, and software can assist marketers in automating and managing these new processes. High-level account management, information gathering to help you identify critical accounts and key decision-makers, or personalization and delivery of adverts and other material are all aspects that ABM software can handle.

At the account level, good software can enable personalization and analytics. It enables you to create focused marketing programs that produce demonstrable outcomes and a positive return on investment. This kind of tool increases conversions by focusing your marketing efforts on the correct people and then providing content experiences that lead to purchases.

Benefits of Account-Based Marketing Software

  • Makes sure marketing and sales are on the same page.

Any organization’s growth benefits from cross-team collaboration and enhanced communication. In terms of account-based marketing, this openness and alignment will guarantee that your marketing and sales teams are focused on the same goals, are adhering to the mutually agreed-upon budget, and are aware of each internal stakeholder’s individual function.

This alignment ensures that all communications, interactions, and content for the accounts you work with are consistent. This means that, regardless of how long an account has been with your organization, your team members may take up where others left off at any point in time without hesitation, resulting in a seamless and enjoyable client experience.

  • Increase your company’s relevance among high-value clients.

Account-based marketing necessitates personalizing everything (including content, product information, communications, and campaigns) for each account in which you commit resources. Your relevance among these accounts is increased as a result of this customization and customization.

This is because your content and interactions are personalized to show customers how your products, services, and other offers are exactly what they need to address their problems. ABM enables you to position your company in such a way that it becomes the most relevant and optimal solution for your target accounts.

  • Provide constant client service.

You must sustain a long-term sense of delight among your accounts for your ABM approach to be extraordinary. Each account should feel like a one-to-one market for your company. To combat this, provide consistent consumer experiences.

ABM is a strategy that necessitates a high level of alignment between Sales and Marketing, so keep that in mind as you attempt to create consistent experiences. Ensure that everyone on your team is aware of where an account is in the buyer’s journey, and then send out targeted and timely communication, promotions, product details, and pricing information, Accounting software ​​​​​

  • Calculate the return on your investment.

You can simply assess return on investment (ROI) for each account you invest your resources and effort in with account-based marketing. This is advantageous since you can confirm whether or not the accounts you invested in were appropriate for your company.

Then, in order to keep those accounts, you may nurture and delight them over time, as well as identify and target similar accounts in the future. If your ROI shows that the ABM methods you used were successful, use that information to advance your plan.

  • Account relationships can help you grow your business.

When it comes to account-based marketing, the adage “quality over quantity” holds true. Rather of rushing to complete transactions with less-qualified leads who may not be the best fit for your firm in the long term, the method demands you to devote substantial time and resources to engaging and delighting a select set of high-value accounts.

You’ll grow your business by keeping those key consumers longer if you take the time to create these trusted relationships with them. Given that acquiring customers is more expensive than keeping them, this will have a favourable influence on your bottom line.

Additionally, accounts will become loyal to your business over time as a consequence of personalised, intelligent, and consistent customer experiences – and loyal customers become your finest marketers, promoters, and brand champions. In other words, through referrals, word-of-mouth marketing, testimonials, and other methods, your accounts will help you develop your business among their networks (e.g., partners, customers).

Now let’s look at some account-based marketing strategies you may use to boost your strategy’s chances of success.


  • How do ABM Software work?

Account-based marketing is a three-stage method that includes identification, marketing, and measurement.


The first stage is to choose which accounts (i.e. corporations) you wish to sell to or gain as clients. Instead of identifying people based on basic criteria (e.g. age, position, business needs, etc.), you establish a list of organisations you wish to target.

This list can be created in a variety of ways, but it usually includes the following:

Clients from the past and present (ones that generate a decent amount of profit for your company).

Competitors of your clients (and previous clients). 

Companies that have visited your website on a regular basis.


After you’ve determined which accounts (and key people) to target, you’ll need to market to them.

This entails generating marketing campaigns and materials that are specifically targeted at the accounts you want to attract and move down the funnel. Personalizing your website, landing pages, email marketing, and ebooks or whitepapers are all examples of this.

You may increase the chances of your white paper being seen by a key decision maker, in this example a CMO of an insurance business, by making the title and content more targeted.


When it comes to evaluating the performance of your account-based marketing efforts, you’ll need to look at different indicators than you would for traditional advertising and marketing.

Metrics like clicks, impressions, and page views don’t give you a clear picture of your ABM campaigns’ genuine success (or failure). Instead, focus on the types of businesses who interact with your brand through social media, your website, and even your sales team.

  • What are types of Account-Based management?

Companies have developed and implemented three main types of ABM in recent years as interest and demand for it has grown: Strategic ABM, ABM Lite, and Programmatic ABM.

Strategic account-based marketing (ABM) entails developing and executing highly personalised marketing plans for specific accounts. This initial ABM strategy is typically used for strategic accounts and is done one-on-one. Account teams use Strategic ABM to strengthen relationships with a company’s most valuable customers and prospects by engaging in highly focused marketing engagements that demonstrate a thorough awareness of their business concerns. Most significantly, Strategic ABM is done with clients rather than to them in order to maximise value for both parties.A professional senior-level marketer collaborates directly with one or a few strategic or key account teams on the sales side to create fully tailored marketing plans and programmes for each specific account as part of the overall account strategy.

ABM Lite: Creating and executing light-customized programmes for groups of accounts with comparable problems and requirements.

This is a one-to-few concept used to aggregate strategic and/or second-tier named accounts. ABM Lite focuses marketing programmes and campaigns on small groups of accounts rather than individual accounts, usually 5-10 at a time, that share comparable business traits, difficulties, and initiatives (e.g., tier-one retailers shifting to a personalized, omnichannel operating model).

Sales collaboration is primarily focused on important decision points such as which accounts to target, which business concerns to emphasise, which propositions to push, and how to customise current material for these one-to-few programmes and initiatives.

Programmatic account-based marketing (ABM) is the use of technology to customise marketing campaigns for specific named accounts at scale.

This is the most recent ABM strategy. Marketing transforms its usual focus from creating, nurturing, and tracking leads by individual to an account-based view with Programmatic ABM. The latest technologies offer razor-fine targeting, analytics, and customisation across hundreds or even thousands of recognised accounts, making this one-to-many method conceivable. Programmatic ABM uses significantly less marketing resources than Strategic ABM or ABM Lite, requiring only one marketer to work across hundreds of accounts. It can provide coverage far beyond Strategic ABM or ABM Lite.

What is account-based marketing (ABM) software?
Account-based marketing (ABM) software is a type of software designed to help marketing teams create and manage targeted marketing campaigns for specific accounts or groups of accounts.

How does ABM software work?
ABM software works by allowing marketers to identify and segment high-value accounts, create personalized content and messaging, and deliver targeted campaigns through various channels such as email, social media, and advertising.

What are the benefits of using ABM software?
Some benefits of using ABM software include better targeting and personalization of marketing efforts, increased engagement with high-value accounts, improved alignment between sales and marketing teams, and better ROI on marketing spend.

What features should I look for in ABM software?
When evaluating ABM software, look for features such as account identification and segmentation, personalization and targeting capabilities, integration with other marketing and sales tools, and analytics and reporting.

How do I choose the right ABM software for my business?
To choose the right ABM software for your business, consider factors such as your budget, the size and complexity of your target account list, the level of customization and personalization you require, and the level of support and training offered by the software provider.