Marketing account intelligence software compiles insightful prospect data to help marketers develop a list of accounts that fit a user’s ideal customer profile. Marketing account intelligence systems are implemented to combat the inefficiencies of the traditional “spray and pray" marketing approach. By deploying this software, marketing organizations can maximize efforts on accounts that have a high likelihood of converting to customers while minimizing time and money spent on prospects with a low probability of converting. These tools also assist sales teams by providing incisive information such as a prospect’s role within the company hierarchy or a prospect’s company segment.
This software is used primarily by sales and marketing teams to gain a greater understanding of target and current accounts. Marketing account intelligence software is most commonly implemented with other account-based marketing software like account data management software or account-based orchestration platforms. Some ABM products include functionality that spans across several or all of the ABM-related categories, while others are designed to handle one specific ABM-related function. Additionally, marketing account intelligence software may also integrate with CRM software and customer data platforms (CDP) to help provide a persistent, unified customer database.
To qualify for inclusion in the Marketing Account Intelligence category, a product must:
Collect target account data from external sources on a more granular level than contact information
Score or rank leads to better connect marketers with prospective accounts
Integrate with a product that can manage data profiles or have that capability itself
