While ABM uses spears, the metaphor goes, traditional lead-based sales uses nets.
In ABM, salespeople develop approaches, for instance, toward different IBM departments, focusing on their specific histories, needs and decision-making hierarchy. Each corporate account, as one observer noted, is treated “as its own market.”
By contrast, traditional lead-based sales deals with individuals, and then sometimes makes connections between all the individuals who work at IBM.
Marketo is an example of an existing platform that added some ABM capabilities when it bought Insightera in 2013, and then it boosted those functions in 2016. Other vendors, like Demandbase and Engagio, offer standalone solutions.
Today, analytics and attribution platform CaliberMind is out with a solution to help marketers add ABM to their existing tools –– such as a marketing automation platform or the popular Salesforce customer relationship management (CRM) system.
Supports over a hundred platforms
Called ABM Converter, it takes your existing customer/lead/prospect data, groups it by corporate accounts via email addresses and web domains, points out new accounts that might become prospects, identifies corporate decision-makers and matches incoming leads to accounts. It also determines which leads are “orphans,” because they don’t appear to belong to any corporate account. Here’s a sample screen:
CEO Raviv Turner said the Converter resulted from his company’s own needs, as it wanted to focus on 300 corporate accounts but found that Salesforce and HubSpot — two of CaliberMind’s main sales tools — were too oriented toward individual leads.
Standalone solutions, he said, “take months to implement” and have high price tags, and CaliberMind didn’t want to move to another major platform. It developed its own approach to take its CRM and repurpose it for ABM, which became the Converter.
The Converter supports over a hundred analytics, CRM and marketing automation platforms via a one-click integration and passes back the ABM-ized data to the original tool for implementation of email, ad or other campaigns. Pricing starts at $500/month, with increases based on larger numbers of CRM records or other factors.
Competitors for this hybrid-ABM approach include LeanData, Turner said, adding that his platform also offers analytics, attribution and a data warehouse where the account-based data can power a customer data platform (CDP) to house customer data from all sources.