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ABM

Account-Based Marketing Tools: The Complete B2B SaaS Guide

Account-based marketing focuses your resources on the accounts most likely to become high-value customers. Here's how to build an ABM program with the right tools.

What is Account-Based Marketing?

ABM flips the traditional marketing funnel. Instead of generating a large volume of leads and qualifying down, ABM identifies your ideal accounts first and focuses all efforts on engaging them. For B2B SaaS with high deal values and long sales cycles, this approach often delivers better ROI.

The ABM Tech Stack

A complete ABM program typically includes tools in these categories:

1. Account Identification & Intelligence

Tools that help you find and understand target accounts:

  • 6sense - AI-powered account identification and intent data
  • Demandbase - Account intelligence and identification
  • Clearbit - Company data enrichment
  • ZoomInfo - Contact and company database

2. Intent Data Providers

Know which accounts are actively researching solutions:

  • Bombora - B2B intent data leader
  • G2 - Intent from software research behavior
  • TrustRadius - Buyer intent signals

3. Advertising & Personalization

Reach target accounts across channels:

  • Demandbase - Account-based advertising
  • RollWorks - ABM advertising platform
  • LinkedIn Ads - Account targeting on LinkedIn

4. Orchestration & Engagement

Coordinate multi-channel campaigns:

  • 6sense - Campaign orchestration
  • Terminus - Multi-channel ABM
  • Sequenzy - Email sequences for target accounts

ABM Without Enterprise Budget

Not every B2B SaaS can afford 6sense or Demandbase. Here's a budget-friendly approach:

  • Account identification: Build ICP manually, use Clearbit or Apollo for enrichment
  • Advertising: LinkedIn account targeting is accessible and effective
  • Email: Sequenzy for targeted email sequences to accounts
  • Orchestration: Spreadsheets and your CRM to coordinate

Email's Role in ABM

Email is crucial for ABM execution. When you've identified a target account, email sequences help you:

  • Warm up accounts before sales outreach
  • Nurture multiple stakeholders simultaneously
  • Share relevant content based on account stage
  • Support sales with automated follow-up

Sequenzy's ability to segment by company attributes makes it ideal for ABM email programs.

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