Top Tools for ABM Personalisation in Tech
- Henry McIntosh
- 2 hours ago
- 15 min read
Account-based marketing (ABM) personalisation is transforming how tech firms connect with high-value prospects. By tailoring outreach to specific accounts, companies can bypass generic sales pitches and directly address decision-makers' needs. The result? 208% revenue growth and 36% better retention rates for businesses adopting ABM strategies.
If you're in the tech industry, where sales cycles are long and complex, ABM personalisation tools can help you create targeted, data-driven campaigns that resonate with senior stakeholders. Here's what you need to know:
AI Personalisation & Predictive Analytics: Tools like 6sense and Demandbase analyse behaviour and intent to predict which accounts are most likely to convert.
Data Enrichment & Intent Data: Platforms such as Clearbit keep account profiles current and identify prospects actively researching solutions.
CRM Integration: Seamless integration with systems like Salesforce ensures consistent messaging and collaboration between sales and marketing.
Multi-Channel Campaigns: Solutions like Terminus and RollWorks enable engagement across email, ads, and social media, ensuring your outreach reaches key decision-makers.
Choosing the right tool depends on your company's size, goals, and technical needs. Larger enterprises may benefit from advanced solutions like Demandbase, while smaller firms might prefer simpler platforms like RollWorks.
Quick Comparison:
These tools are reshaping how tech companies approach B2B marketing, helping them cut through the noise and deliver personalised value to decision-makers.
Personalization in account-based marketing with AI for Enterprise Success | OnBase Podcast
Key Features to Look for in ABM Personalisation Tools
Choosing the right ABM personalisation tool can make or break your marketing efforts in the tech industry. The right tool doesn’t just generate leads - it produces sales-ready opportunities by enabling precise, targeted marketing in complex B2B landscapes. Here are some essential features to consider when evaluating ABM personalisation tools for technology firms.
The global market for AI-based personalisation tools is expected to hit £364 billion by 2024, with annual growth projected at 5.3% through 2033 [6]. This growth underscores the increasing importance of these tools in helping tech companies stay competitive in sophisticated markets.
AI-Driven Personalisation and Predictive Analytics
AI-powered personalisation is revolutionising how tech companies engage with target accounts. By analysing hundreds of data sources, these tools can deliver highly tailored experiences at scale. For example, they can adapt messaging in real time based on events such as leadership changes, funding rounds, or relevant company news [2].
Predictive analytics takes this a step further by forecasting buyer intent and identifying high-conversion accounts. Tools like 6sense use AI to interpret account behaviour and intent signals, enabling marketers to focus their efforts on prospects most likely to convert [2]. This feature is especially valuable for tech firms, where sales cycles are lengthy and involve multiple decision-makers.
Speed is another advantage. Autobound’s AI engine can craft emails 60–120 times faster than traditional methods [2]. For tech companies targeting busy executives who are inundated with pitches, this speed ensures outreach is timely and stands out.
AI also enables micro-segmentation by leveraging behavioural, demographic, and firmographic data. Platforms like Personyze excel at delivering role-specific messaging that addresses the unique challenges and interests of each decision-maker within an account [1].
Data Enrichment and Intent Data Capabilities
Keeping account profiles up-to-date is critical for accurate segmentation and targeting. Data enrichment ensures that your outreach remains relevant by maintaining comprehensive and current account information. Without it, even the most advanced AI tools can miss the mark.
Intent data, on the other hand, reveals which accounts are actively researching solutions, allowing marketers to prioritise those showing genuine buying interest. For instance, Demandbase uses intent data to pinpoint accounts most likely to convert, significantly boosting campaign success rates [2].
In the typical tech buying journey, senior executives rarely announce their intentions outright. Instead, their digital behaviour - such as the content they consume or the topics they research - offers subtle clues. This data helps tech firms identify potential opportunities before competitors catch on.
Modern ABM platforms combine behavioural, firmographic, and intent data to build a comprehensive view of account readiness [6]. This holistic understanding allows firms to time their outreach perfectly, engaging prospects when they’re most open to discussions.
Integration with CRM and Marketing Automation Platforms
Seamless integration with CRM and marketing automation systems is a must-have. It ensures data consistency and enables coordinated efforts between sales and marketing teams. By avoiding data silos, these integrations provide a unified view of accounts, allowing for real-time adjustments that both teams can rely on [7].
Integrated platforms also enable dynamic content orchestration, ensuring consistent messaging across email, web, and ad channels [6]. Multi-channel engagement is key to reaching accounts wherever they’re active, maintaining a personalised experience across all touchpoints.
When assessing integration capabilities, tech firms should prioritise tools that offer robust analytics and ROI tracking. These features provide insights into campaign performance and financial impact, helping teams make informed decisions about future investments and demonstrating clear pipeline growth [7].
Top ABM Personalisation Tools for Tech Companies
The world of ABM personalisation has come a long way, with 84% of marketers now using AI to improve their strategies, leading to a fivefold increase in content production[9]. For tech companies navigating complex B2B sales environments, the right tools can make all the difference in connecting with elusive prospects and senior decision-makers.
The global ABM market is expected to grow from £1.1 billion in 2024 to £3.0 billion by 2030, with an annual growth rate of 17.9%[9]. This rapid growth highlights both the increasing sophistication of ABM tools and their proven ability to drive measurable success for tech firms. Let’s take a closer look at the tools shaping this transformation.
Demandbase is a powerful ABM platform tailored for enterprise-level tech companies. It offers detailed account insights and multi-channel engagement, making it easier to target high-value prospects. With Demandbase, businesses can streamline outreach across email, web, and advertising channels, delivering consistent messaging that resonates with decision-makers who are often resistant to traditional sales tactics[2].
One of Demandbase's standout features is its ability to align sales and marketing teams through unified account views and coordinated strategies. This is especially useful for tech firms that need precise, integrated marketing approaches combining digital and physical elements[2].
That said, Demandbase requires a significant investment and technical expertise, making it better suited for larger firms with dedicated ABM teams[2].
6sense focuses on predictive analytics and intent data, helping businesses identify accounts that are likely to convert. By analysing large datasets with AI, the platform uncovers insights into account behaviour, preferences, and buying intent[2][4].
This tool is particularly effective in complex sales cycles involving multiple stakeholders - a common scenario for tech companies. 6sense can detect subtle digital signals that indicate buying intent, giving tech firms a competitive edge by identifying opportunities before they become obvious[2][4].
Users consistently praise 6sense for its strong ROI and actionable insights. However, its custom pricing model and advanced features may be challenging for smaller teams to fully utilise[2][4].
Terminus is known for its omnichannel engagement capabilities, seamlessly integrating with CRM and automation tools. It enables campaigns across platforms like display ads, email, and social media, ensuring consistent communication across all touchpoints[8].
This platform is particularly valuable for tech firms targeting multiple decision-makers within an account. By addressing each stakeholder through their preferred channels, Terminus helps improve engagement. In fact, 80% of B2B companies now use multi-channel orchestration, achieving 20% higher engagement rates[9].
While the platform is praised for its versatility and customer support, some users note that onboarding and training may be necessary to maximise its potential[8].
RollWorks is a go-to tool for small to mid-sized tech firms, offering advanced segmentation and targeting features for personalised ad campaigns. Its user-friendly interface and transparent pricing make it ideal for businesses looking to launch campaigns quickly without needing extensive training or technical expertise[4][8].
The platform excels at reaching decision-makers and provides detailed analytics to track campaign performance. This balance of simplicity and effectiveness makes RollWorks especially attractive to growing tech companies targeting niche markets[4][8].
However, RollWorks may not scale as effectively for large enterprises and lacks some of the advanced analytics found in platforms designed for bigger organisations[4][8].
Clearbit specialises in data enrichment, helping tech firms create accurate and comprehensive account profiles. It pulls firmographic, demographic, and behavioural data from multiple sources in real-time, enabling highly targeted and personalised outreach[4][8].
For companies focusing on niche markets, Clearbit’s precise data enrichment capabilities ensure that every interaction is relevant and timely. Many users value its data accuracy, which supports detailed segmentation and tailored marketing efforts[4][8].
However, Clearbit is primarily a data enrichment tool rather than a full ABM platform, so it works best when integrated with other marketing and sales solutions[4][8].
ABM programmes now deliver 21%-50% higher ROI, with 23% of organisations reporting up to 200% gains[9]. Choosing the right tool depends on your company’s size, technical capabilities, and specific challenges.
Comparing ABM Personalisation Tools for Tech Firms
Selecting the right ABM personalisation tool can be a game-changer for tech firms, but it’s all about understanding each platform’s strengths. While all five tools bring something to the table, their approaches to AI personalisation, data integration, and scalability vary significantly. Below, we dive into their differences to help you make an informed choice.
Demandbase and 6sense shine when it comes to advanced AI and predictive analytics. They leverage machine learning to analyse intent data and predict account readiness, which is particularly useful for enterprise tech firms with long, complex sales cycles. These platforms excel at identifying opportunities before they’re apparent, but their custom pricing and technical requirements might be a hurdle for smaller teams[2].
If omnichannel campaign management is your priority, Terminus is a standout. It offers AI-driven orchestration across multiple channels and integrates seamlessly with popular CRMs and marketing platforms. This makes it a great fit for tech firms looking to maintain consistent messaging across various touchpoints[2].
For small to mid-sized tech companies, RollWorks provides a simpler yet powerful option. It focuses on scalable personalisation and audience segmentation, with transparent pricing and an easy-to-use interface that helps teams get campaigns running quickly without the steep learning curve of enterprise platforms[4].
Clearbit, on the other hand, excels in real-time data enrichment. It builds detailed account profiles to enable dynamic personalisation. However, it’s primarily a data layer rather than a full ABM platform, meaning you’ll need to integrate it with other tools for comprehensive campaign management[4].
Comparison Table
Key Features and Considerations
When it comes to CRM integration, Demandbase and 6sense are leaders. They aggregate multiple data signals to identify in-market accounts and offer two-way data sync with CRMs like Salesforce and HubSpot[2][4]. Clearbit, while excellent for data enrichment, works best as part of an existing tech stack. Terminus and RollWorks also integrate well with major platforms, though their intent data capabilities may not match those of enterprise-level tools[2][4].
Scalability is another critical factor. 6sense and Demandbase handle large account lists, complex segmentation, and high data volumes with ease, making them ideal for fast-growing or enterprise-level tech firms[2][4]. Meanwhile, Terminus and RollWorks offer a balance of scalability and simplicity, appealing to mid-sized firms. Clearbit scales well for data enrichment but needs additional platforms for full ABM functionality[2][4].
Reporting and analytics capabilities also vary. Demandbase and 6sense provide advanced dashboards, attribution modelling, and real-time reporting to measure campaign performance and ROI in detail[2][4]. Terminus and RollWorks focus on user-friendly visualisation tools, while Clearbit prioritises enrichment analytics, which may require integration with business intelligence tools for deeper insights[2][4].
A practical example highlights these differences: A leading SaaS company using 6sense reported a 30% increase in qualified leads and a 20% reduction in sales cycles. The platform’s predictive analytics helped the sales team zero in on the accounts most likely to convert, underlining the power of AI-driven personalisation in complex tech sales environments[2].
Cost Considerations for UK Tech Firms
For UK-based tech firms, pricing can be a deciding factor. Clearbit and RollWorks offer entry-level plans suited to smaller teams, while 6sense, Demandbase, and Terminus typically cater to enterprises with custom pricing models[1][2][4]. It’s crucial to evaluate integration and support needs while ensuring prices are quoted in pounds for accurate budgeting.
Next, let’s explore how these platforms fit into existing tech stacks.
How Technology Firms Can Implement ABM Personalisation
When it comes to implementing ABM (Account-Based Marketing) personalisation, technology firms need more than just the right tools - they need a well-thought-out strategy. It’s not about simply adding new platforms to your arsenal; it’s about seamlessly integrating them into your existing processes and ensuring your sales and marketing teams work together like a well-oiled machine. Precision marketing, especially for hard-to-reach audiences, is the cornerstone here, offering tailored value that resonates with decision-makers.
For B2B markets, where engaging senior leaders can feel like trying to catch smoke, the approach must be meticulous. These decision-makers are busy, often sceptical of traditional marketing methods, and demand a more personalised, relevant touch. To succeed, you need a repeatable process that transforms prospects into qualified leads. Let’s break down how to integrate ABM tools and align sales and marketing efforts effectively.
Integrating Tools with Existing Tech Stacks
The first step in implementing ABM personalisation is ensuring your tools fit seamlessly into your current tech setup. Start with a thorough audit of your CRM, marketing automation, and data management systems. This step helps uncover potential compatibility issues and identifies how new tools can be integrated most efficiently.
APIs and native connectors are invaluable here, allowing for real-time data synchronisation and eliminating the risk of data silos. For instance, in Q2 2024, a UK-based SaaS company paired 6sense with Salesforce CRM and Marketo. This integration enabled real-time intent data to trigger personalised email campaigns. Under the guidance of Marketing Director Emma Taylor, the company saw a 27% increase in sales-qualified leads and shortened its sales cycle by 19% in just three months[2].
Another crucial aspect is data field mapping. Misaligned or inconsistent data formats can derail even the most promising ABM campaigns. Clear data governance policies and regular audits help maintain quality. Middleware or integration platforms can also act as a bridge, ensuring smooth data flow across systems.
To avoid overwhelming your teams, roll out new tools in phases. Begin with a small set of target accounts to test the waters, gather insights, and refine your approach before scaling up. Engaging IT and marketing operations early in the process can help resolve technical roadblocks. Additionally, frequent training sessions ensure that everyone knows how to use the tools effectively, maximising their impact.
Aligning Sales and Marketing Teams
Once your tech stack is integrated, it’s time to align your sales and marketing teams. ABM personalisation thrives on collaboration, and a unified approach ensures consistent messaging and coordinated efforts targeting the same accounts.
Shared KPIs and service-level agreements are the foundation of this alignment. Instead of working in silos with conflicting goals, both teams should focus on common objectives like boosting account engagement, accelerating pipeline velocity, and improving conversion rates. Regular meetings help keep everyone on the same page and allow for quick adjustments when needed.
Joint account planning is another powerful tool, especially in industries with complex sales cycles. These sessions bring sales and marketing together to exchange insights about target accounts, brainstorm engagement strategies, and coordinate touchpoints across multiple channels. Integrated platforms make this coordination seamless.
A great example comes from a London-based fintech firm that, in January 2025, used Demandbase to align its sales and marketing teams around a shared account list. By combining personalised LinkedIn ads with custom landing pages, Head of Growth Oliver Smith achieved a 32% increase in engagement from target accounts and boosted pipeline value by 15%[5].
Cross-functional training is also key. When sales teams understand marketing tools and processes, and marketers grasp the nuances of the sales cycle, collaboration improves significantly. This mutual understanding leads to better campaign outcomes.
Real-time visibility into account activities is another game-changer. Shared dashboards that track engagement metrics, content consumption, and sales interactions allow both teams to stay informed and act quickly. For example, when marketing identifies high-intent accounts, sales can prioritise outreach with tailored messaging.
Finally, don’t underestimate the value of external expertise. Partnering with agencies that specialise in B2B technology markets can provide fresh perspectives and access to niche audiences. These partnerships can also lend credibility when engaging senior decision-makers.
"Working closely with internal sales and marketing teams we empower their success. Together we drive real commercial gain." – Twenty One Twelve Marketing[3]
To keep everything running smoothly, establish clear communication protocols. Define processes for lead handoffs, account updates, and campaign feedback. Regular review sessions help identify successes and areas for improvement, fostering a culture of continuous refinement that delivers better results over time.
Choosing the Right ABM Personalisation Tools for Tech Firms
Picking the right ABM personalisation tool isn’t just about ticking off features or comparing price tags - it’s about finding a solution that redefines how your tech firm connects with elusive prospects. The intricate nature of B2B tech sales requires marketing precision, delivering the perfect message to the right account at exactly the right time. Here's what to look for when evaluating these tools.
When assessing options, focus on AI-powered personalisation and predictive analytics. These capabilities allow your team to identify high-intent accounts before competitors even notice them. Tools like 6sense and Demandbase are leaders in this space, leveraging machine learning to predict which accounts are most likely to convert and pinpointing the ideal moments to engage [2].
For tech firms targeting senior decision-makers, data enrichment and intent data are equally critical. These features help uncover valuable insights about accounts, enabling your team to craft messages that resonate with busy executives. Additionally, tracking digital engagement metrics provides actionable data for your sales team to act on.
Seamless integration with your existing CRM and marketing automation platforms is non-negotiable. A unified system ensures that your sales and marketing teams share insights and coordinate their efforts effectively, avoiding silos and missed opportunities.
The size of your operation also plays a role. Smaller tech firms might benefit from cost-effective platforms like EngageBay, which starts at around £10 per user monthly. On the other hand, larger enterprises with more complex sales processes may require the advanced capabilities of Demandbase or 6sense, both of which offer custom pricing tailored to your specific needs [1][2].
Consider your team’s expertise when choosing a tool. Some platforms require significant setup and ongoing management, while others offer user-friendly interfaces that marketing teams can handle independently without heavy IT involvement.
Beyond the tools themselves, working with experienced partners can elevate your strategy. For tech firms operating in complex or highly regulated industries, partnering with specialists can accelerate results. Agencies like Twenty One Twelve Marketing, which focus on B2B tech, understand the nuances of reaching senior decision-makers and can help refine your ABM strategy to drive results.
Ultimately, the goal is to create a repeatable process that transforms cold prospects into warm, sales-qualified leads [3]. This means choosing tools that not only personalise at scale but also offer robust analytics to measure and optimise performance over time.
Before committing to a full rollout, start with a pilot programme targeting a small set of accounts. This approach allows you to test performance, assess integration with your existing systems, and refine your strategy. The right ABM personalisation tool should blend seamlessly into your workflow, enhancing your team’s efforts rather than complicating them, while aligning with the broader implementation strategies discussed earlier.
FAQs
What’s the best way for tech firms to choose an ABM personalisation tool that fits their needs and size?
When choosing an ABM personalisation tool, tech companies should begin by clearly defining their objectives. Are you looking to boost engagement with key accounts, or is your focus on generating more sales-qualified leads? Knowing your goals will guide your decision-making process.
Next, consider practical factors like the size of your business, the complexity of your target audience, and your budget. For smaller companies, straightforward and budget-friendly tools might be the best fit. On the other hand, larger organisations often require platforms with more advanced capabilities.
When evaluating tools, pay close attention to their compatibility with your existing systems, how user-friendly they are, and the level of personalisation they provide. Don’t overlook the importance of customer support quality and whether the tool can address the unique challenges of the tech industry. By aligning your choice with these criteria, you’ll be better positioned to select a tool that drives results and strengthens your ABM strategy.
What are the benefits of using AI-driven personalisation and predictive analytics in ABM strategies for technology companies?
Integrating AI-driven personalisation and predictive analytics into account-based marketing (ABM) strategies can give technology companies a powerful edge. These tools make it possible to craft highly tailored messages and experiences that resonate with specific accounts and key decision-makers.
Predictive analytics, in particular, helps businesses pinpoint high-value prospects, anticipate what customers might need next, and allocate resources more effectively. This approach doesn't just improve engagement - it can also speed up sales cycles and boost the chances of turning leads into qualified sales opportunities. For tech companies navigating complex B2B environments, these capabilities can be a game-changer, driving growth and fostering stronger client connections.
What steps can tech firms take to integrate ABM personalisation tools with their existing CRM and marketing platforms effectively?
To make sure ABM personalisation tools integrate smoothly with your CRM and marketing automation platforms, start by checking how well they align with your current systems. Prioritise platforms that offer native integrations or strong APIs to reduce potential technical headaches.
Work closely with your IT and marketing teams to set clear goals and map out data workflows. This collaboration ensures that the tools function harmoniously, delivering consistent and tailored messaging across all accounts. As your business grows, it’s important to regularly review and fine-tune these integrations to keep everything aligned.
Don’t forget to train your teams thoroughly on these tools. Equipping your staff with the right knowledge not only boosts adoption but also helps you achieve tangible results from your investment.
Comments