B2B companies are increasingly shifting toward ABM
A Guide to Understanding Its Growing Role
In the B2B world, Account-Based Marketing, or ABM, is gaining ground as a powerful way to focus marketing and sales efforts. ABM is different from traditional marketing because it doesn’t try to reach a large audience. ABM is all about taking a personalized approach. ABM means that each account gets content and messaging that really connects with their specific needs. By focusing on a smaller number of accounts, B2B companies get the chance to understand each client better and build outreach that truly feels relevant. This approach is very essential in B2B, where sales often take time and involve several decision-makers.
The goal with ABM is often more than just making a sale—it’s about creating long-term partnerships. When companies take good amount of time to understand the industry, goals, and challenges. This focus on key accounts also helps bring marketing and sales teams closer, so they can work together to give each account a smooth and consistent experience.
Why Technology Matters in ABM
Technology plays a major role in the success of ABM campaigns. For example, tools like Leadfeeder help businesses understand which companies are visiting their websites, even if they haven’t filled out any contact forms. With these important and high-level insights, marketing and sales teams can easily understand which key accounts or companies to focus on and strongly decide on the best way to connect with key accounts or companies.
Then there are some key data platforms like ZoomInfo and Apollo, which provide valuable information like, target account, job titles, different department and other details like emails IDs and contact numbers. This data can also include details about the company’s size, and decision-makers, which can help create a more precise and effective account based marketing campaign. With access to this kind of information, companies can reach out with messaging that feels relevant, increasing the chance of a positive response.
For companies wanting to take it a step further, ABM platforms like Demandbase and 6sense are designed to enhance account targeting. Demandbase, for instance, shows which accounts are actively researching solutions in your industry, allowing you to reach out when their interest is highest. Similarly, 6sense uses AI to predict account behavior, helping companies decide when to connect and with what type of message.
Then there are some key data platforms like ZoomInfo and Apollo, which provide valuable information like, target account, job titles, different department and other details like emails IDs and contact numbers. This data can also include details about the company’s size, and decision-makers, which can help create a more precise and effective account based marketing campaign. With access to this kind of information, companies can reach out with messaging that feels relevant, increasing the chance of a positive response.
For companies wanting to take it a step further, ABM platforms like Demandbase and 6sense are designed to enhance account targeting. Demandbase, for instance, shows which accounts are actively researching solutions in your industry, allowing you to reach out when their interest is highest. Similarly, 6sense uses AI to predict account behavior, helping companies decide when to connect and with what type of message.
How ABM Tools Support Targeted Marketing Efforts
ABM works best when B2B companies use tools that offer valuable insights and simplify the targeting process. These tools help teams gather key information about key accounts. It also allows teams to see how engaged each account is and adjust their approach based on that level of interest.
Using Leadfeeder to Understand Account Interest
Leadfeeder is one tool that helps companies see which businesses are visiting their website, even if those visitors haven’t filled out any contact forms. This data is incredibly useful for marketing and sales because it provides a list of companies that are already showing interest. With Leadfeeder, you get a snapshot of which accounts are curious about your brand, letting your team prioritize follow-ups with those who are already halfway through the door.
Using Leadfeeder to Understand Account Interest
Leadfeeder is one tool that helps companies see which businesses are visiting their website, even if those visitors haven’t filled out any contact forms. This data is incredibly useful for marketing and sales because it provides a list of companies that are already showing interest. With Leadfeeder, you get a snapshot of which accounts are curious about your brand, letting your team prioritize follow-ups with those who are already halfway through the door.
Using Leadfeeder to Understand Account Interest
Leadfeeder is one tool that helps companies see which businesses are visiting their website, even if those visitors haven’t filled out any contact forms. This data is incredibly useful for marketing and sales because it provides a list of companies that are already showing interest. With Leadfeeder, you get a snapshot of which accounts are curious about your brand, letting your team prioritize follow-ups with those who are already halfway through the door.
Digging Deeper with ZoomInfo and Apollo
When a company wants to learn more about potential clients beyond basic interest, tools like ZoomInfo and Apollo can offer real insights.
ZoomInfo gathers information about each account, such as the industry they operate in, the size of the company, and who the key leaders are. For example, if you’re targeting a specific account, ZoomInfo can help you identify who makes the big decisions in that company. Knowing the right people to reach out to makes a huge difference in creating a relevant approach.
Apollo digs into what a company has been doing recently. If they’re growing, launching new products, or even dealing with some challenges, Apollo gives you the context you need. This lets you create a message that feels directly relevant.
Having these insights helps you shape each message to show that you understand their specific needs. It’s about making a real connection by knowing what matters to them.
ZoomInfo gathers information about each account, such as the industry they operate in, the size of the company, and who the key leaders are. For example, if you’re targeting a specific account, ZoomInfo can help you identify who makes the big decisions in that company. Knowing the right people to reach out to makes a huge difference in creating a relevant approach.
Apollo digs into what a company has been doing recently. If they’re growing, launching new products, or even dealing with some challenges, Apollo gives you the context you need. This lets you create a message that feels directly relevant.
Having these insights helps you shape each message to show that you understand their specific needs. It’s about making a real connection by knowing what matters to them.
Demandbase and 6sense can add a lot of value to your ABM strategy. Demandbase helps you see which companies are currently looking into products or services similar to what you offer. Meanwhile, 6sense uses AI to predict which accounts may be ready to connect with you in the near future. Both tools offer a way to time your outreach so that it lands when accounts are most open to hearing from you.
With these platforms, ABM campaigns become much more precise. Instead of guessing who might be interested or ready to buy, you can see which accounts are actively looking for a solution, making your interactions with them much more relevant.
Bringing It All Together
ABM isn’t just about finding accounts; it’s about understanding them at a deep level. These tools support that goal by giving teams the insights they need to connect with the right people, at the right time, in the right way. Tools like Leadfeeder, ZoomInfo, Apollo, Demandbase, and 6sense help companies build ABM strategies that go beyond generating leads. They make it easier to create real, lasting relationships with key accounts.
Bringing It All Together
ABM isn’t just about finding accounts; it’s about understanding them at a deep level. These tools support that goal by giving teams the insights they need to connect with the right people, at the right time, in the right way. Tools like Leadfeeder, ZoomInfo, Apollo, Demandbase, and 6sense help companies build ABM strategies that go beyond generating leads. They make it easier to create real, lasting relationships with key accounts.