How to Build Your Account-Based Marketing Technology Stack

A few weeks ago, we brought together Scott Brinker, Author of the Chief Marketing Technology Blog, and experts from the ABM leadership Alliance in a live webinar to discuss the ABM technology landscape. You can watch the on-demand webinar here.

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ABM technology has quickly become a hot topic in the industry—with more vendors offering their own, personalized ABM solutions. But while more B2B marketers are realizing the benefits that stem from adopting an ABM strategy, they’re often getting stuck when it comes to technology.

To help B2B marketers make sense of the crowded landscape, we’ve highlighted four key takeaways from the conversation:

You Don’t Have to Start From Scratch 

You probably already have a set of core technologies in your stack—like a CRM system, CMS and MAS. To get these technologies ABM ready, you’ll need to customize them to focus around your target account list. You’ll need the ability to identify and group target accounts, determine how they are performing and deliver these insights to Sales.

Don’t Buy Software, Solve Problems 

As you start out with ABM, you can begin to identify gaps in your strategy. From there, you can vet vendors and incorporate new technologies in your stack.

Don’t know where to start? Here’s a sample technology stack from the ABM Leadership Alliance:

ABM_TechStack

It’s important to remember that each company is different—with varying business challenges, goals and objectives and existing technologies in place. So it’s likely that you may not have all these technologies in your stack, but it should give you a blueprint of what to consider.

Measure What Matters 

Metrics are an integral part of building a solid ABM strategy. Instead of relying of on secondary metrics like unique visitors or click thru rates, you’ll need to measure your marketing performance with metrics that are directly tied to business impact. The technologies you choose should help you connect program results directly into revenue.

Invest in Connecting Technologies

As your ABM strategy becomes more mature, you’ll want to extend it and add on different pieces to make it even more powerful. You’ll need to ensure that the vendors you choose are capable of extending into the various platforms you will need.

Interested in learning more about ABM technology? Watch the on-demand webinar.