Top 46 Account-Based Selling and Marketing Tools to Maximize Sales Team Effectiveness
Account Based Selling is a B2B sales model that uses an account-based approach, rather than a lead-based or contact based approach, to predict which companies are ready and likely to buy. Under this model, sales teams focus on a set of highly-targeted, high-value accounts with the goal to convert them to customers. To do so successfully requires talking to the right people, at the right time, with the right content and messaging.
We have identified 46 tools and vendors to help sales teams successfully execute an account-based selling strategy and maximize sales effectiveness. These tools are not ranked in any particular order of importance or functionality, but they have been categorized by the sales function we think they would be the most useful.
Data.com is a native, and complete, data solution within Salesforce.com. The technology focuses on providing clean, accurate data that delivers deeper insights into buyers.
- Update contacts (automatically and on-demand) against trusted sources
- Fill in contact information gaps automatically and sync with lead data in Salesforce.com
- Signal the most accurate data by creating dashboards and using markers for recent data
- Access deeper industry, size, and revenue data with 80+ Dunn and Bradstreet fields
- Find the right contacts within a company, by function or seniority
- Tailor your approach with company financial details, industry trends, competitive landscape, and call prep questions
DataFox is a company founded by salespeople, with the intent to be used by salespeople. The software aims to put all the information that sales teams need in one place, without having to do excessive research across multiple website tabs.
- View news headlines for accounts directly in Salesforce.com
- Receive updates in the mornings on insights such as which companies have entered your territory, which conferences your accounts are attending, who hired a new VP, etc.
- Identify the main decision makers and their contact information, in the same place
- Ensure accuracy with rigorous algorithms checking your account data for out-of-date, duplicate, or incomplete accounts
- Find new prospects quickly by accessing pre-made lists created by DataFox, searching over 30 data points, or browsing companies that resemble customers
Datanyze is a sales intelligence platform that gathers buying signals to help companies connect with costumers at the right time.
- Target prospects based on technology, revenue, location, industry, and more
- Find new leads with the same technology stack as your current customer base
- Discover when prospects add or drop specific technology providers on the day it happens
- Know who is looking to join your competitors and who is up to renew with competitors
- Export to Salesforce with one click from Linkedin profile or search result page
- Sync company, technology, and contact data, on any account, lead, or record, to any CRM or Marketing Automation platform
Dun & Bradsteet’s data insights connect you to the most valuable customers, prospects, partners, and supplies. DnB’s multi-faceted data quality processes enable you to identify the best opportunities, build stronger relationships, and accelerate growth for your company.
- Identify the health of your database and information to ensure you are operating effectively
- Access the Dunn and Bradstreet database
- Clean your database with “CleneStep” to make sure communications go to the right place
- Define a profile of best prospects to search for, and compare new results to past practices
- Organize data by job function, industry segmentation, revenue, employee count, etc.
LeadGnome mines emails to generate new contacts, enhances and maintains existing leads, and provides actionable sales intelligence.
- Receive notification of trigger events before your competitors
- Add more leads that fit within your key accounts with Account Based Intelligence mined from email replies
- Uncover changes to customer data, both existing and new, and correct them
- Integrate the software with your existing campaign processes, CRM, and marketing automation
Sales Navigator is a LinkedIn solution that helps companies find leads and then build meaningful relationships with value-add information and insights.
- Receive custom lead recommendations based off of your preferences
- View real-time updates on prospects and leads
- Unlock profiles of leads that aren’t within your network
- Save recommended leads and create a list that is easy to access and work from
- Leverage your company’s and your network to connect and form better relationships
Social123 is a social-sourced data solution that offers data cleaning and enriching, as well as email address validation and hyper-targeted lead lists to increase personalization.
- Search from a database of over 225 million professionals based on industry, skills, interests, groups, etc.
- Add more fields than just first and last name, to better target prospects
- Know what your accounts want with insights based on a wide range of data points
- Deliver personal, relevant emails with target information such as alma mater
ZenIQ gives full vision and control of all account-based programs from a single interface that simplifies gathering information, applies that information to each segment, and plans for next steps.
- Create multiple target lists and update them automatically according to a set of rules
- Measure each account based on engagement, coverage, reach, etc.
- Expand the roles that you are trying to reach and identify targets to match
- Move people and accounts in and out of execution platforms, like DemandBase and LinkedIn
ZoomInfo is a B2B data software that gives actionable information to empower sales and marketing. The technology provides accurate databases to improve campaign effectiveness and better reach decision makers.
- Gather and organize relevant information from millions of news sources
- Access contact information from a community of over 300,000 ZoomInfo members
- Integrate with CRM to manage both prospect and customer data from within the CRM platform
- View department structure, personnel hierarchy, and contact information for an organization in order to identify decision makers
- Create “watch-lists” of companies to receive up-to-date insights and structure changes
- Form more personal relationships with prospects by accessing their web mentions, employment history, educational background, and social media activity
6sense gives companies access to information such as who is in an active buying cycle, what products they are looking for, where they are in the buyer’s journey, and when they are most likely to buy.
- Target new prospects as soon as they enter the market
- Gain insights and scores for key decision makers
- Access close-looped reports to increase communication between sales and marketing
- Personalize the selling strategy by knowing where the prospect is on their buyer journey
Everstring offers a full lifecycle, predictive platform to help B2B companies build new pipeline and increase conversion rates.
- Define the profile of your company’s ideal customer and then identify prospects, inside and outside of your pipeline, that fit that mold
- Build your pipeline with net-new accounts and a search on accounts similar to your existing ones
- Employ predictive scoring to organize existing accounts and tell you where salespeople should be spending their time
- Access new insights from thousands of signals, across millions of accounts
Infer delivers a predictive sales and marketing platform that leverages proven data science to rapidly model untapped customer profile data, along with thousands of signals from the web. This information helps to drive a company’s growth strategy through valuable predictive workflows.
- Utilize Infer’s Profile Management platform to get the most accurate information to make informed decisions, no matter the cleanliness or size of your database
- Identify which prospects are ready to buy with behavior models that show activity data from within your marketing automation
- Integrate data between Infer and many of the major sales and marketing technologies
InsideView is a platform that places research and key data in the daily workflow of teams. The software is designed to be task-based, allowing sales teams to sell smarter and quicker.
- Determine what data is inaccurate, incomplete, or duplicated
- Compare your data to your sales strategy and ideal customer profile
- Build new lists of targets by accessing customer look-alikes, advanced demographic searches, and custom criteria searches
- Utilize smaller forms on your website to increase the number of people that convert
- Create highly customized pitches with access to over 40+ fields of actionable information
- Explore connections and organizations to find more ways to interact with an account
InsightSquared is a sales performance analytics solution that provides hundreds of pre-built reports on virtually every revenue metric. The technology is designed to fit fast-growth SaaS companies.
- Predict more effectively by accessing historical data for stage-specific conversion rates
- Track which reps are more likely to get deals pushed out and identify the characteristics of the opportunities that get pushed
- Assess all members of your sales team to determine best coaching practices
- Compare periods of time next to each other to determine the effectiveness of changes
Lattice is a predictive account-based selling and marketing technology. Lattice has created the first enterprise-grade solution that addresses the entire customer journey.
- Score leads based off thousands of buyer signals, as well as usual buyer profile and engagement
- View scores and insights from within your marketing automation platform
- Know which companies are ready to buy now, presented within your CRM
- Leverage outreach to leads based on real-time updates on buying signals
- Launch campaigns across sales and marketing using account-level insights
Leadspace offers predictive applications to help marketers find and target ideal prospects through net-new discovery, on-demand enrichment, and predictive scoring.
- Customize the solution to reveal which prospects are most ideal for your company
- Target prospects with a blend of social, web, and structured data
- Act on customers as soon as they are ready to buy
- Track changing indicators to make sure that your information is always up to date
- Use the software to design your “Ideal Customer Profile” and then continue to search for prospects that fit
Mintigo’s predictive marketing and sales platform helps find buyers quicker, prioritize those leads, and determine the right time to start selling to them.
- Target the right account and prospects with technology that looks for specific technology usage, personas, social influences, department size, etc.
- Prioritize leads by assigning a predictive score to prospects as they enter the pipeline
- Create micro-campaigns to target specific personas
- Determine which leads to reach out to and which to continue nurturing
Radius is a cloud-based intelligence solution that uses powerful data science to enable companies to find new prospects and markets and target them more effectively.
- Identify the accounts most likely to convert
- Segment accounts to create personalized campaigns
- Align sales and marketing by creating a list of prospects and segments to unify strategy
- Target similar accounts based on historical customer data
- Discover which leads within your database should be revisited and re-nurtured
SalesPredict uses predictive analytics to help B2B marketing and sales teams drive more revenue by identifying the best prospects/accounts, as well as insights to help target those leads.
- Dynamically score leads and opportunities
- Use micro-segment analytics to determine the best way to replicate success
- Operate at an accelerated pace by using buying signals and insights to have focused conversations
Jumplead helps to turn website visitors into leads, then continues to follow and nurture those leads until they become customers.
- Leverage your chat feature with follow up emailing, automatic contact creation, and the ability to assign specific questions to specific teams
- Add triggers to forms, including automatic sales rep follow-up, email automation, and contact tagging
- Email campaigns to prospects based on their activity
- Create specific contact lists, then generate email campaigns to fit
- Understand how your traffic compares to previous time periods, as well as the cause of an increase or decrease in engagement levels
PFL provides sales enablement and marketing automation solutions, as well as printing, mailing, and fulfillment services.
- Receive notifications on the ideal time to send tangible items to prospects
- Choose gifts from a customized store to send to prospects, which PFL will ship
- Prompt mail to be sent automatically based on engagement
- Send personalized direct mailing from within your marketing automation platform
SalesLoft is a sales prospecting and automation platform that helps sales organizations establish a consistent workflow around prospecting activities.
- Create email templates to share across sales teams
- Organize contacts so reps are calling people within their area codes to increase the odds prospects answer the phone
- Evaluate your team with a leaderboard based off of opportunities created, positive phone conversations, and email responses
SparkPost is an email delivery service that provides deliverability, scalability, and speed in an easily integrated cloud solution.
- Use the emailing platform to reduce time creating and personalizing emails
- Add conditionals to emails to ensure that certain people are receiving specific messages
- Guarantee that emails are being delivered, with immediate notifications of emails that cannot be delivered
- Organize your data by a variety of metrics
Terminus enables B2B marketers to target accounts, engage decision-makers, and accelerate pipeline.
- Build segments of best-fit accounts within Salesforce and Terminus integration
- Access a database of over 200 million B2B professionals and decision makers to discover target personas
- Utilize ad exchanges across digital channels to engage decision makers where they are
- Attribute ROI on an account-level attribution
Triblio’s software combines actionable insights with intuitive features; it increases brand awareness and number of qualified leads for its customers.
- Organize messaging, content, and calls-to-action by segment
- Integrate marketing and sales messaging across multiple channels to target specific accounts
- Engage unknown contacts and visitors within target accounts
- Determine the purchase intent and content interest of visitors
Vendemore alters mass advertising to deliver focused and targeted messages to individuals in high priority accounts, whether it be prospects or customers.
- Engage with customers after they visit your website to make sure that they return
- Create a lasting impression with prospects to ensure they remember you now or later when they decide to purchase
- Decide when and where your company should be seen, from a network of over a million websites
Vidyard is a video intelligence platform that helps businesses drive more revenue through the use of online video.
- Send custom video playlists in the form of a PDF from major email platforms and Salesforce
- Create personalized video content to engage with customers and prospects
- Receive notifications about engagement with video content
- Determine which leads or accounts are engaging with video content the most
- Discover which videos are driving the most pipeline and revenue,
DemandBase offers account identification, account-based advertising, B2B website personalization, account-based marketing automation, sales insights and integrations into CRM so that ABM results are optimized around sales activity.
- Reach your target accounts and decision makers where they are online with personalized messages
- Discover opportunities and move prospects to conversions with “Account Based Retargeting” that zeroes in on companies visiting your website
- Leverage a mix of data (behavioral, firmographic, and contextual) to create an advanced list of high value accounts
- See where and how your accounts are spending the most time on your website
- Compile information from advertising, website activity, and your CRM to get a wide view of all activities
Engagio is a software designed for account-based strategy. The product integrates with CRMs and marketing automation to deliver analytics centered around accounts and to aid in communication across companies as they maneuver the sales process.
- Utilize “Lead to Account Matching” to automatically attach unconverted leads that should be associated with target accounts
- Create multi-step plans that span across departments and all communication mediums (email, phone, social…)
- Coordinate communication between everyone on your team and on an account
- Send personalized, reviewed, human-generated emails to create quality connections
Gainsight is a customer success technology that helps businesses grow by giving them insights into the needs and problems of their customers. The technology allows companies to get a full view of their customers in order to identify up-sell and cross-sell opportunities.
- Structure your workflow to center around the customer lifecycle
- Monitor the health of customers using analytics that pull sales data, usage, surveys, financials, and more
- Organize customer references on a role-based dashboard
- Identify which current customers have the highest odds of up-selling or cross-selling
IgnitionOne provides insights and offers robust targeting of individuals through the use of proprietary engagement scoring and integrated marketing and advertising solutions.
- Target one-on-one with messaging placed in the channels prospects visit
- Determine separate budgets for each account and then place ads accordingly
- Personalize your website based on data and algorithms to better engage prospects visiting your site
LeadGenius continually cleans up data and updates it with new, personalized data to save time and effort researching. This allows sales reps to get back to more core sales activities.
- Prospect and sell more effectively with up-to-date data
- Save time by having customer data handpicked and presented to you
- Get qualified responses delivered directly to your inbox
- Utilize a tailored email outreach that is designed to test strategy and retarget based on results
LeanData is an account-based platform that allows sales teams to coordinate their efforts and gain insight into accounts in a way that allows reps to take action immediately.
- Save time by utilizing the unique algorithm, “Lead2Account Matching Engine,” that operates within Salesforce.com
- Act efficiently with notifications about when inbound leads match existing targets or opportunities
- Automate lead processing to streamline account-based selling and eliminate time spent researching
Outreach is an account-based selling platform designed to optimize the workflow for every role within an organization.
- Ensure all prospects are assigned to the right accounts to create a full-account picture
- View all team communications with an account in the same place
- Strategize ways to engage multiple personas at every step of the sales process
- Track strategy ROI to determine what factors are driving sales
- Create strategies optimized to fit different personas
The Big Willow aims to improve how sellers find buyers and enable organizations to successfully execute ABM strategies.
- Identify new deals earlier in the process and then continue to track their buying signals through the progression of the deal
- Target net-new audiences showing buyer intent with online ads
- Track in-category web traffic that comes to your website
Act-On is a marketing automation company that powers the customer experience from brand awareness and demand generation all the way to retention and loyalty.
- Create a custom dashboard with key features specific to your company’s goals
- Effectively send emails with features such as A/B testing and scheduled sends
- Segment prospects by any combination of profile characteristics
- View customer activity history including which websites they’ve visited, posts they’ve viewed, and media they’ve downloaded
- Automate campaigns with a drag-and-drop feature to organize and automate key processes
Eloqua enables marketers to plan and execute marketing campaigns while delivering a personalized customer experience to prospects.
- Create campaigns that are easily scaled across audiences and channels, including email, video, display search, and mobile
- Engage the right audience with integrated campaign creation and lead management
- Match contacts by domain, LinkedIn, and email
- Locate anonymous users that are in-line with your ideal customer profile
Hubspot is an inbound marketing and sales platform that helps companies change the way that they interact with accounts to create more interested and engaged prospects.
- Access personalized email templates and content from your inbox
- Receive data on which strategies from your library are being engaged with the most and then easily share that information with your team
- Set up emails to automatically notify specific team members about which accounts they should prioritize
- Give prospects a personalized link so that they can book a meeting in seconds
Marketo is an engagement marketing software that is designed to nurture relationships and create and keep customers.
- Access real-time data, such as the best time to call a specific customer
- Connect each marketing channel and engagement back to revenue
- Assess measurable metrics throughout the customer journey to determine the best strategy to sell at each stage
- Use social media to learn more about existing customers and find new ones
Pardot is a B2B marketing automation solution by Salesforce that allows teams to create, deploy, and manage online marketing campaigns that increase revenue and maximize efficiency.
- Personalize each prospect engagement by tailoring emails to fit their interests
- Maintain a steady flow of high quality leads using Pardot inbounding tools
- Save time by automating time-consuming tasks
- Create more meaningful conversations by accessing complete conversation history
Salesforce is a customer success platform that leverages social and mobile cloud technologies to help organizations connect with customers, partners, and employees in new ways.
- View a complete customer history, including activity, contacts, communications, internal discussions, and social media insights
- Track your team’s deals by stage, products, competition, quotes, etc.
- Benefit from the knowledge of your entire team with the social collaboration network
- Access and interact easily with pipeline forecasts
SendBloom is a prospecting automation software that allows companies to hyper-personalize targeting while minimizing hours spent on activities that take away from core selling.
- Send specific, individualized emails with SendBloom’s segmentation tool
- Create a multi-step, multi-type cadence for follow-ups
- View email data such as opens, clicks, replies, bounces, etc.
- Share email templates and cadences across your team
- Integrate with your email account so that SendBloom’s involvement is invisible
IBM Marketing Cloud uses customer data and individual behaviors to inform and drive personalized interactions in real time.
- Understand universal buyer behaviors to identify when to reach out to prospects
- Deliver high personalization at scale using the interaction engine
- Apply multi-channel capabilities to interact with prospects in their preferred channel
- Create a single, unique identity for each prospect to create consistency and offer data to your team on each of the individuals interacting with the brand
Amacus is a software designed to increase the impact of reps by identifying how your company’s actions are translating into results.
- Access data to validate the value of best practices
- Analyze how different practices affect the quality of conversations
- Use analytics to uncover best practices that can be replicated across the organization
- Adjust strategy quickly with real-time information
Ambition is a sales performance management platform that helps to enhance sales force productivity, transparency, and recognition.
- Monitor real-time sales performance across individuals, roles and teams
- Combine metrics from different data sources like Salesforce, Cisco and PeopleSoft
- Use dynamic TV leaderboards, contests, reporting and recognition that are easy to launch and completely customizable
LevelEleven is a sales performance platform that seeks to alleviate salespeople’s greatest pains and helps to create a culture of performance for its customers.
- Monitor real-time sales performance to help hit your sales goal
- View your “Scorecard” within Salesforce.com to easily and accurately track sales progress
- Create sales team motivation campaigns within Salesforce.com based on sales activity