An ABM system can significantly enhance a manual ABM approach by providing tools to streamline processes, data for proper targeting, and automation to optimize efforts. Specifically, an ABM system allows for more effective account selection using data insights, personalized outreach at scale, coordinated multi-channel engagement, prioritized accounts through lead scoring, automation of routine tasks, targeted advertising, robust reporting and analytics, alignment of sales and marketing teams, scalability, predictive analytics, personalized content delivery, and compliance with privacy regulations.

1. 12 Ways an ABM System can
Enhance a Manual Approach to ABM
By Mark Sekula

2. An Account-Based Marketing (ABM) system can significantly
enhance a manual approach to ABM by providing:
• Tools to streamline the process
• Data to ensure proper targeting
• Automation that streamlines and optimizes the effort
The following are the 12 ways an ABM system can improve a
manual ABM approach.

3. 1. Account Selection and Data Insights:
• ABM systems often offer robust data analytics and insights about target accounts,
helping you identify ideal accounts more effectively.
• These systems can provide firmographic and technographic data, intent signals, and
engagement history to inform your strategy.
2. Personalization at Scale:
• One of the challenges of manual ABM is personalizing content and outreach for multiple
accounts at scale. ABM systems enable you to automate personalization, such as
dynamic content, tailored messaging, and customized landing pages.
3. Multi-Channel Engagement:
• ABM platforms allow you to orchestrate multi-channel campaigns seamlessly, including
email, social media, webinars, direct mail, and advertising.
• Automation ensures consistent messaging and timing across channels.
4. Lead Scoring and Prioritization:
• ABM systems often include lead scoring models that help you prioritize accounts based
on their engagement and fit with your ideal customer profile (ICP).
• This ensures that your sales and marketing teams focus their efforts on the most
promising accounts.
4 Ways

4. 5. Automation of Routine Tasks:
• Manual ABM can be labor-intensive. ABM systems automate routine tasks like sending
emails, tracking engagement, and updating CRM records.
• This frees up your team to focus on higher-value activities, such as strategy and
relationship-building.
6. Account-Based Advertising:
• Many ABM systems offer account-based advertising capabilities. This means you can
target ads specifically to individuals within your target accounts across various platforms.
7. Measurement and Analytics:
• ABM platforms provide robust reporting and analytics tools, allowing you to measure the
impact of your ABM efforts on pipeline, revenue, and ROI.
• This data helps you refine your strategy and allocate resources effectively.
8. Alignment and Collaboration:
• ABM systems facilitate alignment between marketing and sales teams. Shared
dashboards and real-time updates ensure that both teams have visibility into account
interactions and progress.
• Collaboration tools within ABM platforms enable seamless communication and strategy
alignment.
4 More Ways

5. 9. Scalability:
• As your ABM program grows, manual processes may become unwieldy. ABM systems can
scale with your needs, accommodating more accounts and complexities.
10. Predictive Analytics:
• Some ABM systems leverage predictive analytics to identify accounts that are more likely
to convert. This can help you expand your target account list strategically.
11. Content Personalization:
• ABM systems often integrate with content management systems (CMS) to deliver
personalized content to target accounts based on their preferences and behavior.
12. Compliance and Privacy:
• ABM platforms help you ensure compliance with data privacy regulations, allowing you
to manage consent, opt-outs, and data governance effectively.
4 More Ways

6. An ABM system not only automates manual tasks but also
enhances your ability to target, engage, and measure the success of
your ABM efforts. It provides the data and tools needed to execute
a more sophisticated and efficient ABM strategy, ultimately
improving your chances of success in targeting and winning high-
value accounts.
Summary