Leveraging Technology to Create Enhanced Account-Based Marketing Initiatives

Key components of a tech stack and how to build yours

Jennifer Schmidt

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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…

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Jennifer Schmidt

Lifestyle turned content marketing and thought leadership writer. I specialize in tech writing and content writing. Find me at: schmidtwrites.com