Leveraging Technology to Create Enhanced Account-Based Marketing Initiatives

Key components of a tech stack and how to build yours

Photo by Lukas Blazek on Unsplash

Critical to a comprehensive account-based marketing (ABM) strategy, is technology. With a myriad of tech options available to marketers though, it can be difficult to determine what is best for you.

A dynamic tech stack allows you to clearly see what potential accounts are interacting with your marketing, website, and other touchpoints. By analyzing this data, you can assign account scores to each account to pinpoint their position and continued movement through the sales funnel. With this data, you can determine which accounts you would like to target specifically with a 1:Few or 1:1 campaign.

What is a tech stack?

You may already have several programs, software, and subscriptions that organize, plan, and analyze data for you. If you employ an agency, they will plug into your existing tech stack and will set you up with any additional programs you need to fill any holes you may have.

By plugging into your stack, they are able to monitor and analyze the data for you and provide an overview on where your ABM strategy is going. If doing this in-house, the same applies. These updates tell you exactly what the response and interaction with your campaigns are and what the agency or your analyst believes is necessary for results — results you can report to your stakeholders. Essentially, the well-developed tech stack makes this part easy for you.

What is included in a tech stack?

In your tech stack, you are going to want to layer services that work together where needed and inform your overall strategy. Again, if hiring an agency, they will monitor and analyze a great deal of this themselves. However, if you are not using an agency, you will want to build a tech stack that makes your job easier and works intuitively for your team.

These are the things you will want your tech stack to address. Some programs can do many of these things and some do one or two. Platforms like Salesforce offer additional apps that can connect to your Salesforce platform to fill holes and optimize your existing program.