So, You Bought an Account-Based Marketing Platform: Now What?

Congratulations! You've invested in an ABM platform, joining the ranks of B2B marketers embracing the power of personalized, targeted campaigns. But with a plethora of top ABM platforms and tools available, the initial excitement can quickly turn into confusion. Fear not! This guide will equip you with the knowledge to navigate the exciting world of ABM and unlock the full potential of your platform.

The best ABM platforms and what they can do for you

While there aren’t quite as many ABM platforms out there as there are grains of sand on a beach, there are quite a few. And while many may tout themselves as one of the best ABM platforms out there, not all of them are. That said, there are four that we think certainly make it to the top of that list:

  • 6sense
  • Demandbase
  • Terminus
  • Rollworks

With one of these platforms in your toolbox, you are setting yourself up for success. Though to be clear, just signing up for an ABM platform doesn’t guarantee great ROI. You still need to know how to use an ABM platform and how to use ABM software.

What top ABM companies can do for you

While the full list is long, let’s focus on a few high-level benefits of great account-based marketing providers.

Boost Efficiency and Focus: Instead of casting a wide net, ABM platforms allow you to laser-focus on high-value accounts, maximizing your marketing efforts and ROI.

Enhance Personalization and Engagement: Effective ABM solutions tailor content, messaging, and campaigns to resonate with each specific account's needs and interests. This personalized approach increases engagement and conversion rates.

Optimize Performance and Measure Success: Any ABM services you hire should track key metrics like website traffic, engagement rates, pipeline generation, and ROI to measure campaign effectiveness and make data-driven adjustments.

Remember, an ABM platform is a powerful tool, but it's only as effective as the strategy and execution behind it. By leveraging its capabilities effectively, you can unlock significant growth potential and achieve your marketing goals.

What are account-based marketing providers?

With every company trying to get a piece of the ABM pie, what exactly is an account-based marketing provider? It’s a Company offering ABM solutions and services, encompassing both ABM vendors and top account-based marketing agencies. 

They can be categorized into three main groups:


  1. ABM Platform Vendors
  2. ABM Agencies
  3. ABM Data Providers

The right ABM provider for you will depend on your specific needs and budget. Here are some factors to consider when choosing an ABM provider:

  • Your ABM goals: What do you hope to achieve with your ABM program?
  • Your budget: How much are you willing to spend on ABM?
  • Your resources: Do you have the internal resources to implement and manage an ABM program, or do you need help from an agency?
  • Your data needs: What kind of data do you need to identify and target your ideal customer accounts?

Once you have considered these factors, you can start researching different ABM providers and comparing their offerings. It is also important to read reviews and talk to other customers before making a decision.

Account-based marketing services

Account-based marketing services encompass a wide range of activities that help businesses implement effective ABM strategies and achieve their desired outcomes. Looking from a high level, these services include: 

  • Strategy and Planning
  • Campaign Execution and Management
  • Measurement and Optimization
  • Technology and Platform Support
  • Ongoing Consulting and Support

How to use an ABM platform to get the best ROI

Using an ABM platform effectively requires a strategic approach and an understanding of its capabilities. Here's a roadmap to guide you through the process:


  1. Define your ABM strategy
  2. Leverage platform data capabilities 
  3. Create and personalize content
  4. Orchestrate multi-channel campaigns
  5. Collect data, measure, and optimize

Remember, mastering an ABM platform requires ongoing learning and experimentation. By following these steps and adapting them to your specific needs, you can unlock the full potential of your ABM platform and achieve your desired marketing goals. 

Looking for some extra support? BOL is an exclusive 6sense onboarding partner and has the ABM tech experts to help you make the most of your ABM platform. Get in touch with BOL's ABM platform experts.