Marketing Account Intelligence Software Features
Marketing account intelligence software is truly the foundation for an account-based marketing strategy, as it provides marketing and sales with accurate account information and the optimal people to contact at their targeted accounts. This software also helps both teams determine what messaging and content resonates with each contact in prioritized accounts. Below are some features that this type of software can include.
Lead intelligence — Types of intelligence that this type of software can gather for you can include market insights and account-level insights. These insights assist in building a complete view of what’s happening in the market, as well as an up-to-date view of decision-makers within the accounts you are targeting. Marketing account intelligence software can pull this information from the web, news and social media sources, and various other places. This type of intelligence also keeps your CRM data clean so you can ensure you are reaching out to the best and most appropriate contacts.
Lead analysis — This feature helps marketers and salespeople prioritize leads through lead scoring based on real-time data related to contacts and their company. It’s important to find out how a tool scores target accounts and what attributes they consider. When done effectively, this feature can be a huge benefit as it ranks target accounts by the likelihood of making a purchase. Some tools will allow you to configure the scoring so that you can decide which attributes you value most in the scoring of accounts. You’ll want to be sure that your marketing account intelligence tool integrates with the CRM tool you use so that you can have all of your target data in the same place you track interactions. This way your sales pipeline starts before first point of marketing contact.
Lead management — Lead management in marketing account intelligence software features can include segmentation capabilities, which helps marketing and sales prioritize accounts and increase overall effectiveness at closing deals. This feature will offer insights on all of the data that is gathered to help marketing and sales make sense out of it. Additionally, lead management enables you to measure performance throughout your sales cycle, as well as streamline your sales efforts.
Campaign execution — As previously mentioned, marketing account intelligence doesn’t just pull in data, it also provides insights relating to personalizing content and experiences for specific contacts within accounts. For example, website personalization provides tools that dynamically serve content, messaging, and calls-to-action (or CTAs) and individualize the experience for contacts. Email campaigns can also help you engage prospects and customers through tailored content. For example, if a salesperson receives information about a particular customer that could assist with an upsell opportunity, that person could reach out with targeted content across multiple channels.
Integrations — Since many marketing account intelligence tools will automatically update prospect data, a tool that integrates with your CRM will prevent salespeople from having to update customer information as it changes. This can benefit your CRM by keeping it cleaner and free of duplicate and incorrect data. Additionally, this type of software can also integrate with marketing automation software, sales development software, email connectors, and others.
Potential Issues with Marketing Account Intelligence Software
Data accuracy — It’s important that the marketing account intelligence software you choose pulls in the most accurate data possible. Data decay happens all the time, and at an alarming rate. People change contact informant, they change companies, new physical offices open, companies merge and get acquired, and so on. That being said, it’s crucial that the tool you select gathers accurate, clean data that can help you add any missing information and get rid of irrelevant data that is detracting from your marketing and sales efforts.
Data privacy regulations — Data privacy regulations are increasing, like the EU’s General Data Protection Regulation, or GDPR and the California Consumer Privacy Act (CCPA). Strict data privacy regulations are created to give consumers control over how their data is used. These types of regulations will proliferate as more consumers request privacy rights. As it relates to marketing account intelligence, it’s important to choose a tool that adheres to these regulations so you can avoid any repercussions of gathering and using data inappropriately.
