picture of the abm playbook

How to Design Your Perfect ABM Tech Stack

Account-based marketing (ABM) transformed traditional strategies to help growth leaders on a mission to achieve their B2B goals. Seeking to measure results brewed between a powerful collaboration between marketing and sales is the first step, but current processes can prove fragmented, meaning leading practitioners need to equip themselves with the latest ABM tools to ensure their methods stick. Fortunately, a simple remedy can help improve leaders’ tactics and further growth goals, and it all starts with a premier ABM tech stack. 

What is an ABM Tech Stack?

An ABM tech stack is a technology toolkit built for ABM. Composed of versatile tools, ABM tech stacks can help your business meet and exceed your goals whether it be building initial engagement campaigns, personalizing outreach, finalizing reporting, or anything in between. A strong tech stack optimizes and streamlines campaigns and workflows while providing your sales and marketing teams access to helpful resources that can create replicable signature strategies. 

Getting started with a new ABM tech stack can be daunting. We’ll walk you through how to build the best ABM tech stack for your needs.

Which ABM Tools Do You Need? 

You’re acquainted with ABM tech stacks, and now you’re ready to see how your toolkit can work for you. Selecting the right tools for your perfect ABM tech stack starts with your objectives. ABM practitioners must overcome a variety of challenges to solidify their status as puzzle solvers. Identify which hurdles your sales team wants to overcome or which processes your marketing team wants to be automated. 

Once you’ve mapped out your objectives and noted potential challenges, assess your current process. Are you already using an ABM platform? If so, is your ABM platform integrated with your CRM system? In these circumstances, your primary ABM use case will also come into play. 

Are you…

  • Seeking to acquire new customers?
  • Focused on account retention?
  • Working to expand a customer’s account? 

Customer Acquisition

Increasing growth is rooted in your ability to acquire customers. With new customer acquisition, consider adding a tool to your ABM tech stack that establishes or enhances marketing artificial intelligence (AI). These tools can map customer journeys and help with list segmentation. Leveraging AI and Automation can help you recenter focus and get you back on track to long-lost activities. We’ll explore this more in-depth later. 

If you’re ready to get back to in-person events, implement event-triggered ABM tools to identify and optimize soon-to-be-had conversations with folks at target accounts and prepare for desired events accordingly. Tools like Contact Data Enrichment can also help you further enrich data to be prepared when connecting with contacts and building relationships. These tools utilize intent data to help you bring the best solution at the best time for desired accounts. 

Moreover, a Target Account List Builders are also excellent tools that can help you identify and group accounts that match your ICP into a list and recommend the best next action before your competitors even discover them. 

Customer Retention

Customer retention positively influences your bottom line and your reputation. Keeping current accounts healthy and happy is also crucial, and right now you’re setting your sights on meeting account retention goals. Here, customer experience strategy comes into play to drive customer loyalty and deepen trust to continue the relationship.

Enhance your ABM tech stack with collaborative engagement tools that create consistency between sales and marketing teams. This can also help to ensure touchpoints occur in a timely manner, keeping accounts active, and providing necessary transparency. 

Account Expansion

Account expansion relies on generating growth from current accounts through upselling and cross-selling. Access the right solutions conveniently by integrating them directly to your CRM platform, and seamlessly keep track of your customer’s strategies and goals. ABM tools in your tech stack like account penetration heatmap and account scorecards go a long way to provide insight into the next steps and where expansion strategies are warranted.  These tools can help you further understand what’s worked for your customers and offer them apt solutions for current and future challenges. 

Remember, there are ideal times to propose expansion, but much like ABM, there’s a sweet spot that is key to meet in order to match expectations and engage at the right time.

Tune Up Your ABM Tech Stack With Automation

The best ABM tech stack is automated. Now that we’ve considered different use cases, let’s get granular. Design your ABM tech stack with automated workflows. Automation simplifies ABM by convenient list building, streamlining crucial aspects like demand generation and sales prospecting, and scaling measurement with automatic reporting. 

The best part is that automation can be done with the click of a button — as long as you have the right tools. ABM apps such as in-market scoring models, targeted advertising tools, product announcement tools, or scalable review systems can help to simplify each process and result in an easy-to-use ABM tech stack. 

Reaching Targeted Accounts Requires Cross-Team Collaboration

ABM is founded on great communication across teams. Even though your teams have different objectives, it’s fundamental to organize your ABM tech stack with tools that align between marketing and sales and even operations and leadership.

Conclusion

The best ABM tech stack will look different for each organization, but it’s essential to know your needs to design the best stack for you. Consider how unique solutions can help you accomplish your goals whether it be smashing your growth targets, seamlessly executing your strategy, or actively building strong customer relationships. 

ABM is hard to get right, but there are paths to success that can leave you feeling confident in your ability to grow. No matter what your needs, we are here to help you get there.  Take our ABM Assessment to see where to shift your focus and start integrating your processes with the best tools to suit your needs.