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Top Features to Look for in Account-Based Marketing Software

Published 27 Jun 2024 by Tim Langley, CANDDi
Read this in about 10 minutes

Are your marketing efforts falling flat? Maybe you're pouring time and money into campaigns, but the leads you're generating just aren't converting. It's frustrating, right?

You need a solution that can turn your website visitors into hot leads for your sales team. Account-based marketing software isn't just a tool; it's a game changer for your strategy. This powerful software can bridge the gap between your digital marketing efforts and actual sales, giving you the edge you need.

Today, we'll dive into the top features you should look for when choosing account-based marketing software to elevate your business to the next level. Get ready to discover how to transform your marketing approach and start seeing real results.

Top Features to Look for in Account-Based Marketing Software

Personalization at Scale

Personalization is the key to successful marketing. With ABM software, you can tailor your marketing messages to individual prospects.

This isn’t just using a person’s name in an email; it’s understanding their needs, preferences, and behaviors. By leveraging data insights, you can craft messages that resonate with each prospect, making them feel seen and valued.

Look for software that allows you to segment your audience and create personalized content for each segment. Segmentation enables you to group prospects based on shared characteristics or behaviors, making your marketing more targeted and effective.

Personalized marketing goes beyond generic messaging, offering content that speaks directly to the individual’s pain points and desires. This leads to higher engagement rates, as prospects are more likely to interact with content that feels relevant to them.

Personalized marketing makes your prospects feel valued and understood, boosting their likelihood to engage. When prospects see that you understand their unique needs, they are more inclined to trust your brand and consider your solutions.

This trust translates into higher conversion rates and stronger customer relationships. In a competitive market, personalization gives you the edge needed to stand out and connect with your audience in meaningful ways.

Real-Time Data and Analytics

Data drives decisions. The best account-based marketing tools provide real-time data and analytics, allowing you to track the performance of your campaigns instantly. This feature helps you identify which strategies are working and which need adjustment.

Real-time data enables you to respond quickly to changes in your campaign’s performance. It means that you can capitalize on successful tactics and rectify underperforming ones.

You can monitor key metrics such as engagement rates, click-through rates, and conversion rates. These metrics provide valuable insights into how your audience interacts with your content and how effective your marketing efforts are.

Having access to real-time data means you can make informed decisions quickly, optimizing your campaigns for better results. This agility is crucial in the fast-paced world of digital marketing, where timely adjustments can significantly impact your success.

Timely insights lead to swift improvements and greater success. By continuously analyzing your data, you can identify trends and patterns that inform your future marketing strategies.

Real-time analytics allow you to stay ahead of the curve, anticipating market shifts and adjusting your approach accordingly. This proactive stance makes sure that your marketing remains effective and relevant, driving better outcomes for your business.

Lead Scoring and Qualification

Not all leads are created equal. Effective ABM solutions include lead scoring and qualification features to help you prioritize your prospects.

Lead scoring assigns a value to each lead based on their behavior and engagement with your content. This scoring system helps you determine which leads are most likely to convert, allowing your sales team to focus their efforts on where they will have the most impact.

This helps your sales team focus on the most promising leads, saving time and increasing efficiency. By concentrating on high-quality leads, your sales team can work more effectively, closing deals faster and improving overall productivity.

Look for software that integrates seamlessly with your CRM to streamline the lead qualification process. Integration ensures that your sales and marketing teams have access to the same data, facilitating better communication and coordination.

Prioritizing high-quality leads boosts your sales productivity and results. When your sales team can quickly identify and act on the best leads, they can achieve higher conversion rates and drive more revenue for your business.

Lead scoring and qualification tools not only enhance efficiency but also improve the accuracy of your sales forecasts. This leads to more predictable revenue growth and better strategic planning for your company.

Integration Capabilities

Your ABM software should integrate with your existing tools and platforms. This includes your:

  • CRM

  • email marketing software

  • social media platforms

Integration capabilities ensure that all your data is connected and accessible in one place.

This not only saves time but also provides a holistic view of your marketing efforts. The top marketing software features often include robust integration options, making it easier to manage your campaigns. Seamless integration leads to smoother operations and better outcomes.

Multi-Channel Campaign Management

Effective marketing reaches prospects across multiple channels. ABM software should allow you to manage campaigns on various platforms, including email, social media, and your website. This multi-channel approach ensures that your message reaches your audience wherever they are.

Look for software that offers comprehensive campaign management features, allowing you to create, launch, and monitor campaigns from a single dashboard. Managing all your channels in one place simplifies your workflow and amplifies your reach.

Customizable Templates and Workflows

Customization is crucial for successful marketing. The best ABM software features customizable templates and workflows that align with your business needs. Whether you’re creating email campaigns, landing pages, or social media posts, having the ability to customize ensures that your content resonates with your audience.

Additionally, customizable workflows streamline your marketing processes, making it easier to execute your strategies efficiently. This flexibility allows you to adapt quickly to market changes and audience preferences. Customization leads to more effective and targeted marketing efforts.

Reporting and Insights

Detailed reporting and insights are essential for measuring the success of your marketing efforts. Look for ABM software that offers comprehensive reporting features. These should include:

  • Visual dashboards

  • Detailed reports

  • Actionable insights

The ability to generate custom reports is also valuable, as it allows you to focus on the metrics that matter most to your business. With the right insights, you can continuously improve your marketing strategies and achieve better results. Informed decisions drive growth and success.

Account-Based Advertising

Account-based advertising targets specific accounts with personalized ads. This feature is a powerful addition to your ABM strategy, as it ensures that your ads are seen by the right people. Look for software that offers account-based advertising capabilities, allowing you to create highly targeted ad campaigns.

This not only increases the effectiveness of your ads but also maximizes your return on investment. Personalized ads make a significant impact, engaging your audience more effectively. Targeted advertising leads to higher conversion rates and better ROI.

Automation and Efficiency

Automation is a key feature of top ABM software. It helps you streamline repetitive tasks, such as email marketing, lead nurturing, and follow-ups. By automating these tasks, you can focus on more strategic activities, improving overall efficiency.

Look for software that offers robust automation features, including workflows, triggers, and scheduling. This ensures that your marketing efforts are consistent and effective, even with limited resources. Automation leads to smoother operations and better productivity.

Customer Support and Training

When investing in ABM software, customer support and training are vital. The best account-based marketing tools come with excellent support and training resources. This includes access to a dedicated support team, comprehensive documentation, and training sessions.

Good support ensures that you can quickly resolve any issues and make the most of your software. Training helps your team understand and utilize all the features, maximizing the value of your investment. Reliable support and training lead to effective software use and better results.


Your ABM software should grow with your business. Scalability is an important feature to look for, as it ensures that the software can handle increasing data and users. Look for software that offers flexible pricing plans and can easily scale up as your needs change.

This ensures that you don’t outgrow your software and can continue to use it effectively as your business expands. Scalable software adapts to your growth, providing consistent performance. Future-proofing your investment leads to long-term success.

Security and Compliance

Data security and compliance are critical when dealing with customer information. The best ABM software includes robust security features to protect your data. This includes encryption, access controls, and regular security updates.

Additionally, the software should comply with relevant regulations, such as GDPR and CCPA. This ensures that your data is safe and that you meet all legal requirements. Secure and compliant software builds trust and protects your business.

Collaboration Features

Marketing often involves collaboration between different teams. ABM software should include features that facilitate collaboration, such as shared dashboards, comment sections, and task management tools. This improves communication and coordination among team members.

Collaboration features make it easier for your team to work together effectively, aligning their efforts towards common goals. Look for software that supports seamless teamwork, enhancing productivity and efficiency. Better collaboration leads to more cohesive and successful marketing campaigns.

Mobile Accessibility

In today’s fast-paced world, mobile accessibility is crucial. The best ABM software offers mobile apps or responsive designs that allow you to access your data and manage your campaigns on the go. This keeps you connected and responsive, even when away from your desk.

Having robust mobile features means you can stay on top of your marketing efforts from anywhere. Look for software that provides full functionality on mobile devices, offering convenience and flexibility. Mobile accessibility leads to better management and faster decision-making.

User-Friendly Interface

A user-friendly interface is essential for the efficient use of ABM software. The software should be easy to navigate, with a clean and intuitive design. This ensures that your team can quickly learn and use the software, without extensive training.

Look for software that offers a good balance between functionality and ease of use, ensuring that it meets your needs without being overly complex. An intuitive interface leads to a better user experience and higher productivity.

Visitor-Level Tracking

Visitor-level tracking is a powerful feature of ABM software. It allows you to identify who is visiting your website, what they are looking at, and how they interact with your content. This level of insight helps you understand your prospects better and tailor your marketing efforts to their specific interests.

With visitor-level tracking, you can monitor the activity of each visitor, giving you detailed information about their behavior. This helps you create more personalized and targeted marketing campaigns.

Look for software that offers robust visitor tracking to enhance your marketing strategy. Knowing your audience on a deeper level leads to more effective engagement and higher conversion rates.

Account-Based Strategy Tools

Implementing a successful account-based strategy requires the right tools. These tools help you identify high-value accounts, create personalized campaigns, and track the effectiveness of your efforts. Look for software that offers features such as account selection, personalized content creation, and performance tracking.

These tools enable you to focus your marketing efforts on the accounts that matter most, maximizing your ROI. By using account-based strategy tools, you can deliver targeted campaigns that resonate with key decision-makers.

This focused approach ensures that your marketing resources are used efficiently, leading to higher conversion rates and more significant business growth. Equipping your team with these tools is essential for a successful ABM strategy.

Top Account-Based Marketing Software Features

Choosing the right account-based marketing software can transform your marketing strategy. From personalization and real-time data to integration and automation, the features we’ve discussed are essential for success.

At CANDDi, we understand the importance of having the right ABM software. That’s why our platform offers a comprehensive set of features to help you generate more leads and close more sales. For example, we helped one happy client generate over £100k in new business within the first year, exceeding their normal referral business!

Ready to take your marketing to the next level? Explore CANDDi today and see the difference it can make for your business.

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