Questions to Ask Before Buying ABM Tools
- Samuel Hall
- Jun 5
- 14 min read
Updated: Jun 6
Choosing the right Account-Based Marketing (ABM) tool can transform your marketing strategy - but getting it wrong can waste time and money. Here’s what you need to know upfront:
- ABM delivers results: It can boost ROI by 97%, increase revenue by 209%, and improve conversion rates by 67%.
- Key features to look for: Advanced targeting, anonymous account identification, and robust reporting.
- Integration matters: Ensure the tool works seamlessly with your CRM (e.g., Salesforce, HubSpot) and offers API customisation.
- Data compliance is critical: Choose tools that meet UK GDPR and ePrivacy standards, with secure storage options.
- Scalability and pricing: Costs range from £800/month for basic tools to £260,000/year for enterprise solutions. Understand how pricing scales with your business.
- Support and training: Look for onboarding resources, UK business hours support, and examples of success from similar companies.
Start small: Test features with a pilot campaign, prioritise accounts using data, and scale as your needs grow. A well-chosen ABM tool aligns sales and marketing, simplifies workflows, and delivers measurable results.
4 Account Based Marketing Software Tools For 2022
Core ABM Features: What Your Tool Must Include
When evaluating Account-Based Marketing (ABM) tools, certain features set truly effective platforms apart from those that merely make big promises. The right tool should revolutionise how you identify, target, and engage high-value accounts. Here’s what to keep in mind when assessing your options.
Does the tool offer advanced account targeting?
Advanced targeting is a non-negotiable feature. A solid ABM tool should allow for detailed segmentation based on factors like industry, company size, revenue potential, and past interactions.
Using data analytics and AI-driven behaviour scoring, you can prioritise target accounts and create tailored account lists. Integrating intent data further refines your efforts, enabling you to zero in on prospects who are actively in a buying mindset.
The impact of advanced targeting speaks for itself. B2B companies using ABM programmes with these capabilities report a 38% higher sales win rate and 91% larger deal sizes, resulting in 24% faster revenue growth. These features are the backbone of precise engagement strategies that make ABM programmes effective. But targeting is just the start - next, consider how the tool handles anonymous visitors.
How does it identify anonymous accounts?
A strong ABM tool should be able to identify anonymous website visitors by analysing IP addresses, domains, and behavioural patterns. This feature provides insights into engagement levels and even hints at the roles involved, laying the groundwork for targeted outreach.
When paired with intent data, this capability becomes even more powerful. For instance, if your tool flags a previously unknown company that has been repeatedly engaging with your website, it signals a prime opportunity for proactive engagement.
Some advanced platforms go a step further by differentiating roles within anonymous accounts. While they may not reveal individual identities, they can indicate whether users in technical or procurement roles are evaluating your solution. This information allows for highly targeted and relevant initial outreach.
What measurement and reporting features are included?
Comprehensive reporting is a must-have. Your ABM tool should track engagement, pipeline contributions, and ROI. Tools with multi-touch attribution and real-time dashboards enable you to fine-tune campaigns on the fly.
The best platforms consolidate data from various sources into unified reports, saving you the hassle of piecing together analytics from email, social media, and web traffic. Predictive analytics capabilities add even more value by analysing historical data and current trends to forecast campaign success and identify accounts with the highest likelihood of conversion.
The numbers back up the importance of robust reporting. A staggering 97% of marketing professionals report achieving higher ROI with ABM. Effective reporting tools also include attribution tracking, which pinpoints the touchpoints that drive the most conversions. This insight helps you focus your efforts on the strategies that deliver the best results.
Integration with Your Current Marketing Stack
Your ABM tool should fit smoothly into the systems you already rely on. A poorly integrated tool can disrupt workflows, but the right one will complement and streamline your processes. Pay close attention to API customisation options to make sure your integrations work to their full potential.
Does the tool connect with your CRM and other platforms?
An effective ABM tool must integrate effortlessly with popular CRMs like Salesforce, HubSpot, or Microsoft Dynamics. Such integration ensures you have a complete view of each account, aligning your sales and marketing teams by providing access to the same data sources. The impact can be huge - companies have experienced up to a 208% increase in marketing revenue when their sales and marketing teams work in sync. Involving sales, marketing, and IT teams during the integration process helps avoid common missteps.
"The best ABM tools don't just help you execute campaigns – they help you understand and act on buyer intent signals across your target account list." - Matt Heinz, President of Heinz Marketing
Make the most of your CRM's scoring features to prioritise accounts based on their value and engagement levels. This creates a feedback loop that enhances targeting over time. Also, ensure the integration allows for real-time data synchronisation across platforms, so your team can act on insights without delay.
What customisation options are available for API connections?
While CRM integration is crucial, custom API options provide the flexibility to align the tool with your specific workflows. This is particularly important if your organisation uses niche tools or has unique integration needs. Seek platforms that offer comprehensive API documentation and developer support to create tailored connections. Features like custom and calculated properties via APIs allow you to track and report on the metrics that matter most to your business.
Strong API integration ensures smooth data sharing between platforms, reducing manual tasks and maintaining consistent account information across your systems. It also enables your team to act on real-time analytics, maximising the effectiveness of your campaigns. However, be prepared to address potential challenges like scalability, latency, network outages, and security risks. Make sure the integration supports both one-way and two-way data synchronisation, depending on your needs.
Data Protection and Security Requirements
Protecting data is a cornerstone of maintaining trust with your target accounts. With the average cost of a data breach reaching US$4.88 million (around £3.9 million) in 2024, selecting an ABM tool with strong security measures is crucial - not just for safeguarding your business but also for preserving your reputation. For UK businesses, compliance with GDPR and the Data Protection Act adds another layer of responsibility, making it essential to ensure your chosen tool meets these legal standards.
Is the tool compliant with UK GDPR and ePrivacy regulations?
Adhering to data protection standards is a non-negotiable aspect of a solid ABM strategy. Your ABM tool must align with UK GDPR and ePrivacy regulations, including principles like .
ABM tools can support GDPR compliance by enabling targeted communications with prospects who have shown genuine interest. However, if your strategy involves intent data, make sure your account identification solution providers have robust safeguards in place to handle personally identifiable information (PII) and source third-party intent data in line with GDPR standards.
Key features to look for include:
- Consent capture
- Contact preference management
- Data residency options
These features help ensure compliance with GDPR and the Data Protection Act. Vendors should also provide transparent documentation of their compliance practices and carry out regular audits to keep up with evolving regulations.
"Companies need to make sure that they comply with any applicable data privacy and/or marketing regulations that might apply to them based on their processing activities." - Delfina Vallve, Head of Security & Compliance, Cognism
Ask vendors to outline their ongoing compliance processes, not just their current certifications, as privacy laws are continuously updated.
What data storage options are available for UK clients?
For UK businesses, data residency is a critical consideration when dealing with sensitive account information. GDPR mandates that personal data transferred outside the European Economic Area (EEA) must receive equivalent protection, making local or EU-based storage a preferred choice.
Many top ABM tools now offer data residency options, allowing businesses to host data within the EU. Some providers even maintain dedicated data centres in locations like Ireland, ensuring compliance with GDPR while delivering strong performance.
When evaluating vendors, request specific details about where your data will be stored and whether you have the flexibility to choose your preferred data centre location.
"For your outreach to be truly GDPR compliant, you not only need a Legitimate Interest but also be mindful of the preferences of the people you are trying to contact. Using Echobot, each contact record comes with a public source URL so you can be 100% confident when a prospect asks you, 'Hey, where did you get my data from?'" - Bastiaan Karweg, CEO, Echobot
Insist on a Data Processing Addendum that clarifies data handling practices, storage locations, and your rights as a data controller. Once data storage is addressed, it’s time to examine the security measures that protect your information.
What security measures protect your data?
Just as detailed analytics drive campaign success, robust security practices are essential for safeguarding sensitive data. Intent data often includes PII, making privacy and security measures critical. Mishandling this data can lead to loss of trust, financial penalties, and damage to your reputation.
Key security practices to prioritise include:
- Encryption for data at rest and in transit
- Access controls to restrict who can view sensitive information
- Data masking to protect PII during processing
- Regular audits and monitoring to identify potential threats
Look for vendors with a strong track record in data security, such as SOC 2 compliance, alongside adherence to GDPR, CCPA, and other global regulations. For instance, Madison Logic exemplifies these practices by maintaining SOC 2 certification and employing stringent measures to protect sensitive information.
"B2B organisations need to view privacy as a core aspect of their brand integrity. The moment data breaches happen, trust is broken, and that affects not just the organisation itself but its relationships with partners and clients." - Sundar Pichai, CEO of Google
Foster a culture of data security within your organisation by choosing platforms that prioritise privacy. Regularly audit your processes to ensure compliance and address vulnerabilities. Ultimately, data privacy and security go beyond legal obligations - they reflect your commitment to protecting the trust of your clients and partners.
Setup and Ongoing Support
Even the best tools lose their edge without smooth adoption and reliable support. To ensure your team starts strong and keeps momentum in your ABM journey, it's important to evaluate the available training and support systems before committing to a platform. Let’s dive into what you should look for when it comes to implementation and ongoing assistance.
What training materials are provided for new users?
Training isn’t just about learning how to use the platform - it’s also about understanding the strategies behind successful ABM campaigns. A good onboarding programme should cover both the technical aspects of the tool and the strategic knowledge needed to make your campaigns effective.
Vendors offering a mix of resources - like video tutorials, step-by-step guides, live training sessions, and community forums - often show a stronger commitment to customer success. Before choosing a platform, ask for a walkthrough of the onboarding process, request sample materials, or get clarity on how long it typically takes to get a team fully up to speed. Also, consider whether the vendor provides ongoing training to keep your team updated as the platform evolves or as ABM strategies shift.
What customer support is available during UK business hours?
Accessible, real-time support can make or break your experience with an ABM tool. If a vendor operates mainly from US time zones, UK-based teams might face delays when urgent help is needed. This is something you’ll want to avoid.
Check which support channels are available - email, live chat, or phone - and whether the vendor has dedicated UK support teams or extended hours to cover European business times. Another valuable resource is a dedicated account manager who understands your specific setup and can provide tailored advice, especially during the early stages of optimising your campaigns.
During a trial period, test the vendor’s responsiveness by submitting queries through various channels at different times during UK business hours. Pay attention to how quickly they respond and how helpful their solutions are.
Can you see examples from similar companies?
Case studies can be a great way to gauge how well a platform delivers in real-world situations. Look for examples from companies in your industry or region to see how they’ve used the tool to achieve tangible results. These case studies often reveal strategies and tactics that have led to measurable improvements, like higher conversion rates or more sales opportunities.
For instance, BetterCloud’s switch from ZoomInfo to SalesIntel improved its data quality, enhanced sales and marketing efficiency, and boosted engagement and conversion rates. Similarly, Qualtrics teamed up with Drift and 6Sense to streamline buyer interactions, achieving a 38x increase in conversion to opportunity rates. Creative campaigns also stand out, like GumGum’s personalised comic book for T-Mobile executives, which secured a meeting and ultimately landed T-Mobile as a client.
"Integrate human-verified data into ABM strategies to ensure targeted, personalised outreach to the right contacts."– SalesIntel Research
When evaluating vendors, ask for case studies that align with your industry or business model. If possible, request to speak with their existing customers to gain a first-hand account of the tool’s implementation process and ongoing benefits. These insights can be invaluable when making your decision.
Pricing and Growth Potential
When it comes to choosing an ABM tool, understanding its cost and scalability is essential. These factors will directly influence your overall ABM strategy and how you allocate your budget. ABM platforms can represent a major financial commitment, and misjudging the pricing structure could either stretch your budget too thin or stifle your growth. Here’s what you need to keep in mind before making a decision.
Does the pricing adapt to your business growth?
ABM tool pricing can vary greatly, and many vendors don’t publicly share their pricing due to competitive reasons and the complexity of their pricing models. This makes it crucial to dig into how costs might evolve as your business scales.
Most leading platforms start at over US $2,500 (approximately £2,000) per month, which adds up to more than £24,000 annually. At the higher end, annual costs for ABM software licences can range from £130,000 to £260,000.
To avoid surprises, ask vendors for detailed breakdowns of how their pricing scales. Factors like the number of accounts, users, or campaign volume can all influence costs. Getting clarity on these details now can save you from unexpected budget headaches later as your ABM programme grows.
Are there extra costs for additional features or users?
Unanticipated fees are a common issue with ABM platforms, making transparency around pricing a must.
For example, implementation and setup fees can range from £160 to £20,000, depending on the complexity of the deployment. Training costs are another variable, with fees per agent ranging from £0 to £1,200. Additionally, some vendors charge extra for shared workstations under their licensing terms.
Customisation and development can also add to your expenses, especially if you need tailored integrations or bespoke reporting features. Watch out for data and API overages too - many platforms impose limits on usage, with extra charges applying if you exceed them.
Support and maintenance packages can further inflate the total cost. Premium options, such as dedicated account management or faster support response times, often come with hefty price tags.
Can the tool scale from small tests to enterprise-level deployments?
Scalability is a critical factor when selecting an ABM tool. You’ll want a platform that can grow with your business without requiring constant reinvestment. Thankfully, ABM tools are available at various price points, making it possible to find one that aligns with your current stage of growth.
For smaller businesses, there are more affordable options, though these may involve more manual effort to offset software costs. Entry-level platforms typically cost between £800 and £4,000 per month, while enterprise solutions are priced higher. Some vendors also offer tiered pricing, allowing you to start with basic features and expand as your needs evolve.
"ABM doesn't need a sophisticated tech stack. A spreadsheet and good data are really all you need at the start." – Joe Birkedale, Founder and CEO of Project36
To ensure long-term scalability, choose a platform that meets your current needs but also offers a clear path for upgrades. Before committing, check whether your existing marketing and sales tools include ABM capabilities. Many businesses overlook these built-in features, which could provide a cost-effective starting point.
When assessing scalability, focus on ROI rather than just upfront costs. Consider how the tool can help you close deals faster or increase deal sizes, as these benefits often outweigh the initial expense. Start small with a pilot campaign to test the platform before rolling it out across your entire team. Look for a solution that can evolve from managing a few accounts to handling advanced analytics and personalisation as your programme grows.
"Start small and get an understanding of what you want to achieve." – Nick Mason, Founder and CEO of Turtl
Often, the best approach is to begin with simple, integrated tools and a small, focused team with clearly defined ABM roles. This allows you to prove the platform’s value before committing to larger investments in more advanced solutions. These considerations on cost and scalability are key to selecting the right ABM tool for your business.
Key Points for Choosing the Right ABM Tool
Selecting the right ABM tool is crucial for aligning with both your immediate marketing needs and long-term business goals. With 87% of marketers stating that ABM delivers better ROI compared to other strategies, making an informed decision can significantly influence your success.
Start by defining for your ABM strategy. Whether your focus is on driving revenue, improving client retention, or expanding into new markets, the tool you choose should directly support these goals. Build a detailed Ideal Customer Profile (ICP) to pinpoint the types of accounts that align best with your business. This profile should include factors like company size, industry, revenue, buying behaviours, and the challenges your product or service addresses.
Collaboration is another key consideration. Your ABM tool should act as a central hub for data, ensuring all team members have access to consistent, accurate, and real-time information. This fosters better teamwork and alignment across departments.
Look for tools that are cost-effective yet packed with essential features like automation, personalisation, analytics, and seamless CRM integration. These functionalities help streamline workflows and provide the insights needed to fine-tune your campaigns.
Don’t overlook compliance. Ensure the tool you choose adheres to UK GDPR and ePrivacy regulations. Regularly audit your vendor’s data handling practices to confirm they have robust security measures in place to protect personal data from unauthorised access. Additionally, sign a data processing agreement with any third-party providers managing personal data on your behalf.
Scalability should also be on your radar. Segment your target accounts into priority tiers and select a platform capable of growing alongside your business.
Finally, focus on metrics that matter. Use account scoring to prioritise accounts based on their engagement and buying intent. Closed-loop reporting can help you directly tie marketing efforts to sales outcomes. Regularly reviewing and adjusting your ABM strategies ensures they stay aligned with your business goals as they evolve.
FAQs
How can I make sure an ABM tool works smoothly with my current CRM and marketing platforms?
To make sure an ABM tool works seamlessly with your current CRM and marketing platforms, start by discussing API capabilities, pre-built connectors, and webhook support with the vendor. Check that the tool aligns with your existing systems and get a clear understanding of the onboarding process and how long integration will take.
You’ll also want to ensure the tool can synchronise data effectively across platforms while handling it in a way that avoids duplication or errors. A dependable ABM tool should simplify workflows and improve data accuracy, ensuring you maximise the value of your investment.
What security features should I prioritise in an ABM tool to ensure data protection and compliance with UK GDPR?
When choosing an ABM tool, it's crucial to focus on features that protect data and align with UK GDPR requirements. Start with data encryption - this ensures that sensitive information is secure, whether it's being transmitted or stored. It's also important that the tool includes strong access controls, so only authorised team members can access personal data.
Another key feature to look for is data minimisation, which ensures the tool collects and processes only the information that's absolutely necessary. To maintain compliance, regular audits and assessments should be part of the process, as these can uncover potential vulnerabilities and help you stay on top of security measures.
Lastly, make sure the tool provides a well-defined incident response plan. This will enable you to handle data breaches efficiently and meet GDPR's notification requirements, helping you safeguard your data and uphold audience trust.
What should I consider to ensure an ABM tool can scale with my business growth?
To find an ABM tool that can grow with your business, there are a few essential factors to consider. First, take a close look at its automation features. These can make it easier to handle a larger number of accounts without requiring additional resources, saving both time and effort.
Next, verify if the tool offers data integration. Seamless access to insights and the ability to deliver personalised marketing will become increasingly important as your account list expands.
It’s also wise to put the tool through its paces with a proof of concept. Testing its performance under heavier workloads can reveal any potential limitations and confirm whether it’s built to handle your future needs.
Finally, don’t overlook the total cost of ownership. Make sure to factor in any hidden fees or ongoing costs to see if it fits within your long-term budget. By keeping these aspects in mind, you’ll be better equipped to choose a tool that meets both your immediate requirements and your growth ambitions.
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