In today’s fiercely competitive marketplace, it is crucial for B2B companies to companies to focus on extracting a higher return on investment (ROI) for every business initiative. By utilizing the account-based marketing tools, companies can accelerate their growth.

The widespread COVID-19 crisis has forced organizations to rethink their business model and make significant cuts to their budget. The marketing budget has been significantly hit, as all others. With less money to spend and staff to deploy work, it is essential that marketers seek alternatives for growing the revenue. By implementing Account-based marketing tools, marketers can achieve the ROI and meet the brands’ goals even in today’s challenging business environment.

A study from TOPO showed that account-based marketing consistently delivers a higher conversion and meets targets compared with traditional demand programs. Seeing its immense benefits, companies want to increase their conversion rates and grow target accounts in the upcoming years.

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To make the most of it, marketers should integrate the following account-based marketing tools to increase conversion and maximize ROI for the foreseeable future.

Omnichannel programs

The changes in today’s marketing landscape demonstrate the importance of digital buyer’s journeys and budgets. Seeing the success of the companies championing the entire marketing approach, other companies will shift their focus of major events investments.

Therefore, marketers need to implement programs that meaningfully engage customers throughout their buyer’s journey, measurably and efficiently. Having an omnichannel media strategy that combines content syndication, display and LinkedIn advertising can maximize opportunities for higher customer engagement and conversion.

With omnichannel programs, marketers can track account engagement and reach across channels for insights about which approaches are delivering results and which aren’t.

Intent Data

Sales teams across industries have been under immense pressure to meet their targets. Today’s constantly shifting marketplace makes it even more difficult for them to approach clients that may not be willing to spend time and money, without thinking judiciously. However, by having the information about the availability of desired buyers, the sales representatives can change their approach by prioritizing time and changing their messaging strategy.

With intent data, sales and marketing teams can see which organizations are more likely to buy and which aren’t. Not only that, it allows them to predict their target consumer behavior and anticipate their needs based on their online activity and volume. A study from TOPO declares intent data as the fastest-growing category in the B2B martech, further giving a compelling reason for marketers to take into account.


Personalization is not only essential for user engagement, but it also paves the way for marketers to dig deeper and understand their buyer’s persona behavior in-depth. Account-based tools enable marketers to scale personalized messaging and automate delivery timing. To effectively personalize messages at every stage of the buyer’s journey, marketers should use insights obtained from the first two tools: omnichannel programs and intent data.

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Using all three tools maximizes the quality of the customers’ digital engagement along the entire journey not only at certain stages of the funnel. As the frequency of buyers’ engagement increases, marketers must again use intent signals to help sales representatives and personalize their outreach to accounts. This increases their efficiency and helps to increase the conversion and winning rates.

By implementing and integrating the above tools, marketing teams in organizations can deliver a seamless experience and achieve their end goals and revenues.