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Account-based execution software helps marketers create and deliver the custom messaging they need to execute an account-based marketing strategy. A narrowly focused form of B2B marketing, account-based marketing (ABM) brings marketing and sales departments together to identify key target accounts and implement tailored marketing strategies to convert them into customers.

In a traditional marketing approach, marketers generate leads by creating content that will capture the widest audience possible. They will then nurture these leads through the customer’s decision-making process, often referred to as the marketing funnel, with the hope that the customer will eventually purchase their company’s product or service. However, many leads fall out of the funnel and never reach the purchasing stage of the journey. Account-based marketing solves this dilemma by prioritizing and targeting the highest quality leads, so salespeople and marketers can focus their efforts on engaging the prospective customers that are most likely to buy.

To facilitate an ABM strategy, marketers use account-based execution software to deliver campaigns tailored to their target accounts. This messaging can take several forms, such as email, website personalization, targeted advertising, direct mail, events, and more.

Key Benefits of Account-Based Execution Software

• Create highly personalized campaigns across multiple channels
• Deliver marketing content on an account-by-account basis
• Effectively plan when and where marketing content is distributed
• Align efforts between sales and marketing departments
• Save time and money by only spending resources on accounts with a high conversion probability
• Build lasting relationships with accounts to improve retention and create new opportunities

Generally speaking, marketing messages have a greater impact when they’re personalized. But tailoring content for multiple accounts can be a tedious and lengthy process. Account-based execution software enables marketers to easily create hyper-personalized campaigns and deploy them on an account-by-account basis, making the marketing process more efficient and effective.

Account-based execution software becomes even more powerful when it is combined with other ABM tools, like marketing account intelligence software or marketing account management software. Often, these tools are either built into a broader ABM platform or can be integrated with a standalone account-based execution product.

One of ABM’s most appealing qualities is its ability to scale based on a company’s size, resources, and goals. Over the years, three distinct tactics have emerged to help address a company’s specific needs and budget for their account-based marketing plans. Account-based execution tools can help marketers implement campaigns using any of these three tactics.

Strategic ABM: one-to-one — The original and best-known approach to account-based marketing, strategic ABM, focuses on highly personalized one-to-one marketing campaigns. This method requires the most resources but delivers the highest return on investment, and as such, it is typically reserved for a select few of the company’s highest-value accounts.

Marketers pull out all the stops for a strategic ABM plan, inviting customers to VIP dinners and sending lavish gifts. However, the most successful strategic ABM campaigns will also incorporate online channels, such as digital advertising, web personalization, and email marketing. Different types of account-based execution software can help marketers with the creation and deployment of this customized content, while others provide marketers with the tools needed to deliver swag and corporate gifts that will make an impression on their accounts.

ABM lite: one-to-few — ABM lite is a one-to-few approach in which marketers target small groups of key accounts that share similar needs and challenges. These accounts should still have a relatively large opportunity for high revenue or upsell value but not the same opportunity size as accounts targeted with strategic ABM. In this approach, marketers primarily use account-based execution software to create custom content, website personalization, hyper-personalized email campaigns, and targeted ads.

Programmatic ABM: one-to-many — The newest approach to account-based marketing, programmatic ABM is the practice of scaling ABM to a higher volume of accounts that share common traits. Marketers who wish to implement the one-to-many method of ABM will benefit greatly from account-based execution software that enables them to segment target lists, automate marketing communications, and track campaign results.

Because account-based marketing strategies require such a high level of personalization, they typically cost more to implement than traditional marketing methods. As a result, enterprise and mid-market companies are more likely to use account-based marketing software than small businesses. However, advances in technology have made ABM tools beneficial for any company looking to secure and retain high-value customers.

For similar reasons, account-based execution software is best suited for business-to-business (B2B) marketers. B2B companies usually sell specific products and services to specific businesses. With account-based execution software, a B2B marketer is able to create hyper-targeted content for small, specialized audiences, helping sales win a select number of high-value accounts to drive revenue.