In today’s changing market, we’re all looking for ways to streamline marketing efforts without compromising results. Implementing an account-based marketing (ABM) strategy has clear revenue benefits, so it's no surprise that two-thirds of B2B marketers said they have embraced ABM as their go-to-market strategy. We haven’t cracked the code just yet—the main barrier cited by those who don’t utilize ABM was “lack of resources” but 57% of marketers who do use ABM also said “more resources to support” would make the biggest impact on successfully running their campaigns. The answer isn’t more ABM tools but, rather, how to get more out of your tools. One of the most important aspects of scaling ABM efforts is how to effectively use your tech stack.
Developing 1:1 campaigns can take quite a bit of time—something that busy, lean marketing teams don't have. In this blog, we’ll showcase how you can make better use of your tech stack to tackle your resource issues and maximize the success of your ABM strategies.
Leverage tech to scale efficiently
Scaling relevant content for tens, hundreds, or even thousands of accounts requires fewer tools than you might think. When we talk about having the right ABM tools in your tech stack, we’re referring to the key tech every ABM campaign needs to:
- Identify your target accounts with tools such as a Marketing automation platform (MAP) or customer relationship management system (CRM)
- Attract your accounts, whether that's through ads or email
- Engage your accounts with sales engagement tools to captivate your accounts or a content experience platform (CEP) to keep your target accounts engaged.
The key to an efficient tech stack is choosing tech partners that integrate to provide you with more capability, greater automation, and deeper insights. Implementing the best tech for your business leads to better business outcomes, as Degreed demonstrated with their ABM campaign that generated $3.4M in pipeline in three months. They did this by targeting specific accounts with general messaging on ads served on LinkedIn or through Terminus. The ads drove accounts to an Uberflip content destination where the buyer self-selected the pain point that resonated best and read content relevant to their business challenges. Degreed demonstrated the effects of leveraging the right tech to reach the 1:many objective of their marketing goal.
Make your tech stack work harder
Before you sign up for the latest tech, audit your current stack and assess whether you can get more out of your existing systems. Chances are you already have everything (or close to it) that you need.
Now, let’s take a few ABM tools that marketers commonly use in their tech stacks: a CEP, a MAP, and a content management system (CMS). Alone, each tool used for ABM performs a specific function to bring the ABM strategy to life. If these tools exist in your tech stack, you can supercharge your ABM campaign by connecting the tools in your stack. You don’t need anything new! Our partner 6sense provides one example of how tool integration connects the dots. Using journey-based campaigns, 6sense sent viewers to a personalized content destination within Uberflip and increased page views by 31%.
Integrating your tech stack allows you to enrich content performance data by connecting buyer data from your MAP to engagement metrics and connecting the dots on how your customers interact with your content. One way to do this is by integrating your MAP and your CEP. In addition to surfacing a fuller picture of your buyers, integrating a CEP and MAP allows you to:
- Create better-personalized experiences
- Accelerate the buyer journey and measure the results
- Continually optimize your content experiences in real time, anticipating the needs of the buying team and serving the right content at the right time
- Provide sales teams with fully warmed-up accounts and insights on the buyer and their journey.
A CEP provides those all-important details like what content works across accounts and what content is popular within an account so you can provide the content that best answers the questions of the various roles on the buying team. When you add a CEP to your tech stack, you can drastically reduce the time it takes to implement changes based on those insights and allow more time to refine your content destinations and better engage your buyers.
What you can achieve with an integrated tech stack
While the success of your ABM campaigns shouldn’t rest solely on technology, it’s crucial to recognize there isn’t just one tool or platform that can deliver your entire ABM strategy. A lean marketing team can become more powerful and efficient with the right tools—not more tools. Tool integration allows you to build and scale your strategy without additional manual effort, or new tools. An integrated tech stack can open up new doors for you— as opposed to loading up on the newest and shiniest available tech.
Make your tech stack work smarter, not harder. Speak to an expert today to find out how Uberflip can help you leverage the right tech to improve your ABM strategy.
Uberflip surveyed 250 US-based marketers at the manager level or above in mid-February 2022.
Uberflip surveyed 250 US-based B2B buyers in early February 2022. All respondents were full-time employees at the manager level or above, working at companies with $50m or more in annual revenue.