Many platforms claim to be ABM platforms. Most of these have a few strong capabilities that support some ABM activities. While the leaders of the pack offer more comprehensive capabilities that support team alignment, intelligence, and automation.
For marketers, it is a question of whether these tools deliver the ROI they promise. It is also important to understand the nuanced role of ABM platforms and the ones that align with strategic goals.
What do ABM platforms promise?
Most ABM platforms boast of capabilities and intelligence that enable:
Account prioritization: Leveraging AI, engagement data, and intent data to identify high-value accounts.
Personalized engagement: Capabilities to automate tailored campaigns across multiple channels.
Sales and marketing alignment: Providing insights and workflows to synchronize cross-functional efforts.
Measurement and Attribution: Ability to help demonstrate ROI by tracking engagement across the buyer journey.
Popular ABM platforms excel in these areas and enable B2B teams to scale targeted outreach effectively.
The reality check: do these ABM solutions deliver ROI?
Despite the promises, many ABM implementations fall short. Why? ABM platforms are often adopted as a replacement for strategy. Some of the key challenges in ABM implementations arise because of this approach.
Misaligned objectives:
If you invest in an ABM platform without a clear ICP definition, you’re setting yourself up for failure. For example, the platform will suggest targeting accounts showing intent, but many won’t need your solution. This mismatch wastes resources on accounts unlikely to convert. ABM platforms should be adopted after defining your ICPs and strategic priorities to ensure alignment with business goals.
Poor integration:
Imagine implementing a ‘robust ABM platform’ that fails to integrate with your existing tech stack. It would become a silo rather than an enabler, leading to disjointed outreach efforts and friction between departments. You must choose platforms designed to integrate with your existing tech stack to avoid silos and data bottlenecks.
Overreliance on automation:
Today, many teams rely on automating entire ABM campaigns using templates for email and ad creatives. Your messaging won’t resonate with high-value accounts that expect personalized outreach, resulting in low engagement rates. You need to use automation to scale personalized messaging, such as customizing content by account tier or industry, rather than blanket automation.
Inadequate metrics for success:
If you use an ABM platform to track campaign reach but struggle to tie these metrics to closed deals, what’s the point? Without pipeline contribution data, the platform’s value will be questioned. Prioritize platforms with advanced analytics that measure ROI at every stage, from engagement to revenue attribution.
You must evaluate ABM platforms on their ability to complement an existing strategy. The focus should shift from “What can this platform do?” to “How does this platform fit into our strategic objectives?” There must also be clear expectations about the technology’s role in the broader marketing effort.
What your ABM platform should do for you
While strategy must lead the way in deciding an ABM platform, the right ABM platform must offer certain capabilities to enable the strategy.
Data-driven Insights:
Advanced platforms use AI and predictive analytics to analyze behavioral signals, helping you identify which accounts are most likely to convert. This ensures resources are focused on accounts that demonstrate actual buying intent rather than arbitrary selections.
Orchestration across teams:
ABM platforms should enable seamless collaboration between sales, marketing, and customer success teams by integrating workflows and data sharing. For example, shared dashboards can help you track how each team’s activities contribute to pipeline progression and eliminate silos.
Customizability:
ABM platforms that adapt to your organization’s workflows (e.g., integration with Salesforce or HubSpot) allow for smoother adoption. They can be configured to fit your specific account segmentation criteria or nurture paths rather than forcing one-size-fits-all solutions.
Scalable personalization:
AI-first ABM platforms offer features to automate account-specific touchpoints, such as personalized email cadences, without compromising quality. This balance ensures high-touch engagement while maintaining operational efficiency.
Choosing the right ABM platform
Here are some factors that you should consider while choosing the right ABM platform:
Alignment with strategy:
Does the platform support an ICP program and long-term goals?
You must ensure the platform supports your specific strategic objectives, like targeting a niche ICP or expanding account penetration within an industry. It must also enable workflows in sync with your unique go-to-market approach rather than generic capabilities.
Ease of use:
Can your team adopt the platform without extensive training or disruption?
ABM platforms should enhance your team’s operations, not complicate it. Evaluate the onboarding time, user experience, and training needs. For instance, intuitive interfaces and pre-built templates can save weeks of setup time while increasing your team’s adoption rates.
Measurable impact:
Does the platform provide clear metrics on pipeline contribution and engagement across your accounts?
Look for platforms with robust analytics dashboards that measure pipeline contribution and engagement by account tier. Features like attribution models can offer granular insights into what’s driving success and where adjustments are needed.
Finding success with ABM platforms
ABM platforms are enablers, not solutions. For them to deliver ROI, a robust strategy must come first. The right platform enhances execution, aligns teams, and measures outcomes effectively. Leaders who approach ABM as a holistic discipline, supported by technology rather than driven by it, will achieve the best results.
