# Best Account-Based Execution Software See more below to select the best Account-Based Execution software. ### What is Account-Based Execution Software? Account-based execution software helps marketers create and deliver the custom messaging they need to execute an account-based marketing strategy. A narrowly focused form of B2B marketing, account-based marketing (ABM) brings marketing and sales departments together to identify key target accounts and implement tailored marketing strategies to convert them into customers. In a traditional marketing approach, marketers generate leads by creating content that will capture the widest audience possible. They will then nurture these leads through the customer’s decision-making process, often referred to as the marketing funnel, with the hope that the customer will eventually purchase their company’s product or service. However, many leads fall out of the funnel and never reach the purchasing stage of the journey. Account-based marketing solves this dilemma by prioritizing and targeting the highest quality leads, so salespeople and marketers can focus their efforts on engaging the prospective customers that are most likely to buy. To facilitate an ABM strategy, marketers use account-based execution software to deliver campaigns tailored to their target accounts. This messaging can take several forms, such as email, website personalization, targeted advertising, direct mail, events, and more. Key Benefits of Account-Based Execution Software - Create highly personalized campaigns across multiple channels - Deliver marketing content on an account-by-account basis - Effectively plan when and where marketing content is distributed - Align efforts between sales and marketing departments - Save time and money by only spending resources on accounts with a high conversion probability - Build lasting relationships with accounts to improve retention and create new opportunities ### Why Use Account-Based Execution Software? Generally speaking, marketing messages have a greater impact when they’re personalized. But tailoring content for multiple accounts can be a tedious and lengthy process. Account-based execution software enables marketers to easily create hyper-personalized campaigns and deploy them on an account-by-account basis, making the marketing process more efficient and effective. Account-based execution software becomes even more powerful when it is combined with other ABM tools, like [marketing account intelligence software](https://www.g2.com/categories/marketing-account-intelligence) or [marketing account management software](https://www.g2.com/categories/marketing-account-management). Often, these tools are either built into a broader ABM platform or can be integrated with a standalone account-based execution product. One of ABM’s most appealing qualities is its ability to scale based on a company’s size, resources, and goals. Over the years, three distinct tactics have emerged to help address a company’s specific needs and budget for their account-based marketing plans. Account-based execution tools can help marketers implement campaigns using any of these three tactics. **Strategic ABM: one-to-one —** The original and best-known approach to account-based marketing, strategic ABM, focuses on highly personalized one-to-one marketing campaigns. This method requires the most resources but delivers the highest return on investment, and as such, it is typically reserved for a select few of the company’s highest-value accounts. Marketers pull out all the stops for a strategic ABM plan, inviting customers to VIP dinners and sending lavish gifts. However, the most successful strategic ABM campaigns will also incorporate online channels, such as digital advertising, web personalization, and email marketing. Different types of account-based execution software can help marketers with the creation and deployment of this customized content, while others provide marketers with the tools needed to deliver swag and corporate gifts that will make an impression on their accounts. **ABM lite: one-to-few —** ABM lite is a one-to-few approach in which marketers target small groups of key accounts that share similar needs and challenges. These accounts should still have a relatively large opportunity for high revenue or upsell value but not the same opportunity size as accounts targeted with strategic ABM. In this approach, marketers primarily use account-based execution software to create custom content, website personalization, hyper-personalized email campaigns, and targeted ads. **Programmatic ABM: one-to-many —** The newest approach to account-based marketing, programmatic ABM is the practice of scaling ABM to a higher volume of accounts that share common traits. Marketers who wish to implement the one-to-many method of ABM will benefit greatly from account-based execution software that enables them to segment target lists, automate marketing communications, and track campaign results. ### Who Uses Account-Based Execution Software? Because account-based marketing strategies require such a high level of personalization, they typically cost more to implement than traditional marketing methods. As a result, enterprise and mid-market companies are more likely to use account-based marketing software than small businesses. However, advances in technology have made ABM tools beneficial for any company looking to secure and retain high-value customers. For similar reasons, account-based execution software is best suited for business-to-business (B2B) marketers. B2B companies usually sell specific products and services to specific businesses. With account-based execution software, a B2B marketer is able to create hyper-targeted content for small, specialized audiences, helping sales win a select number of high-value accounts to drive revenue. ### Kinds of Account-Based Execution Software With account-based execution software, marketing content can be distributed across a multitude of different channels, both online and offline. When comparing account-based execution software, marketers should consider what tools and functionality the products offer and whether those tools will support the channel or channels through which they plan to market. For example, some account-based execution software tools will only support offline channels by delivering direct mail or swag to accounts. Marketers should consider their long-term marketing plans and whether future campaigns will require broader functionality. However, if the marketer doesn’t plan on expanding their strategy in the future, it may be more sensible to stick to an option with narrower functionality because generally that will be more cost-effective. ### Account-Based Execution Software Features **Segmentation —** An important feature for digital account-based marketing, segmentation allows marketers to create distinct lists of customers and prospects. Armed with account-based execution software and firmographic data, marketers can build ideal customer profiles and create target account lists of companies with similar characteristics and needs. When audiences are segmented, marketers can identify how their company’s product or service will best address the accounts’ particular business challenges—and this will help make their marketing messages more effective. **Personalized campaigns —** ABM is all about hyper-personalization. Account-based execution software allows users to create highly customized marketing content to be delivered to their target audience through the desired channels. These messages can be driven through offline channels, such as direct mail or company swag, or through online channels, such as digital advertising, email marketing, website personalization, or digital content like white papers, videos, and podcasts. **Account metrics —** Many account-based execution tools have the capability of tracking campaign metrics and identifying trends at the account level. Not only can these features help users determine which accounts have the highest or lowest opportunity to convert to customers, but they will also tell marketers the best way to engage with customers or prospects through specific content. **Integrations —** Some account-based execution software can integrate with third-party sales, marketing, or advertising applications, such as [marketing automation software](https://www.g2.com/categories/marketing-automation) and customer relationship management or [CRM software](https://www.g2.com/categories/crm). These integrations contribute to the seamless execution of marketing strategies and enable users to more easily prioritize and target key accounts. ### Software and Services Related to Account-Based Execution Software Since account-based execution software is often implemented as part of a larger account-based marketing strategy, it is generally integrated or used in conjunction with other ABM tools. [**Marketing account management software**](https://www.g2.com/categories/marketing-account-management) **—** Marketing account management software manages prospect data so that both sales and marketing teams have continuous awareness of target accounts. In order to maximize an ABM strategy, salespeople need to know where in the pipeline a prospect is and the probability that a prospect will become a customer. Marketing account management systems serve to document and communicate all relevant account information between the sales and marketing teams. [**Marketing account intelligence software**](https://www.g2.com/categories/marketing-account-intelligence) **—** Marketing account intelligence software helps marketing teams maximize efforts on accounts that have a high likelihood of converting to customers while minimizing time and money spent on prospects with a low probability of converting. Sales and marketing teams use these tools to develop a list of accounts that fit an ideal customer profile by compiling insightful prospect data, such as a prospect’s role within the company hierarchy or a prospect’s company segment. [**Account-based reporting software**](https://www.g2.com/categories/account-based-reporting) **—** Account-based reporting software provides account-based results metrics, such as percentage of target accounts reached or lead-to-account mapping, in order to analyze the efficacy of an ABM strategy. Many account-based reporting tools also have some account-based content execution functionality. Popular Account-Based Execution Software Categories [ #### Account-Based Advertising Software ](/categories/account-based-advertising) Popular Account-Based Advertising products used by Account-Based Execution professionals [ ![6sense Revenue Marketing](https://images.g2crowd.com/uploads/product/hd_favicon/fd24a8ac8ec0dd713165578a8ce5c51e/6sense-revenue-marketing.svg) 6sense Revenue Marketing (1,438) 4.3 out of 5 stars ](/products/6sense-revenue-marketing/reviews) [ ![AdRoll ABM (Formerly RollWorks)](https://images.g2crowd.com/uploads/product/hd_favicon/d15a21bfa97d8fb029e52a795cd47823/adroll-abm-formerly-rollworks.svg) AdRoll ABM (Formerly RollWorks) (649) 4.3 out of 5 stars ](/products/adroll-abm-formerly-rollworks/reviews) [ ![Demandbase One](https://images.g2crowd.com/uploads/product/hd_favicon/c774a027c587be17b366c706735319c9/demandbase-one.svg) Demandbase One (1,991) 4.4 out of 5 stars ](/products/demandbase-one/reviews) [ ![DemandScience](https://images.g2crowd.com/uploads/product/hd_favicon/88243773467aa0865f62aeaccb9b1143/demandscience-demandscience.svg) DemandScience (763) 4.4 out of 5 stars ](/products/demandscience-demandscience/reviews) [ ![Metadata.io](https://images.g2crowd.com/uploads/product/hd_favicon/d71128a3b8a593284b9d1c9f7667c1c4/metadata-io.svg) Metadata.io (299) 4.6 out of 5 stars ](/products/metadata-io/reviews) [ ![Madison Logic Platform](https://images.g2crowd.com/uploads/product/hd_favicon/8a5c44c427fe5809f9bf137f8b3069a3/madison-logic-platform.svg) Madison Logic Platform (265) 4.3 out of 5 stars ](/products/madison-logic-platform/reviews) [ #### Account-Based Direct Mail Software ](/categories/account-based-direct-mail) Popular Account-Based Direct Mail products used by Account-Based Execution professionals [ ![Sendoso](https://images.g2crowd.com/uploads/product/hd_favicon/1547065625/sendoso.svg) Sendoso (1,266) 4.5 out of 5 stars ](/products/sendoso/reviews) [ ![Reachdesk](https://images.g2crowd.com/uploads/product/hd_favicon/751f20d2e5be53f9a6878d30e586db3f/reachdesk.svg) Reachdesk (1,075) 4.5 out of 5 stars ](/products/reachdesk/reviews) [ ![Alyce by Sendoso](https://images.g2crowd.com/uploads/product/hd_favicon/2a03ed1996f16318b782d49cb2af0033/alyce-by-sendoso.svg) Alyce by Sendoso (550) 4.7 out of 5 stars ](/products/alyce-by-sendoso/reviews) [ ![Postal by Sendoso](https://images.g2crowd.com/uploads/product/hd_favicon/af0c3fa176cd4532fcbad4b9a9d8089d/postal-by-sendoso.svg) Postal by Sendoso (408) 4.5 out of 5 stars ](/products/postal-by-sendoso/reviews) [ ![Swag Pro (by Swag.com)](https://images.g2crowd.com/uploads/product/hd_favicon/35f2df8b0e4f31f09eda5758dd062d96/printfection.svg) Swag Pro (by Swag.com) (360) 4.4 out of 5 stars ](/products/swag-pro-by-swag-com/reviews) [ ![PFL Direct Mail Platform](https://images.g2crowd.com/uploads/product/hd_favicon/c078cb4ea530d3f10e2bd9db1b263339/pfl-direct-mail-platform.svg) PFL Direct Mail Platform (174) 4.2 out of 5 stars ](/products/pfl-direct-mail-platform/reviews) [ #### Account-Based Web and Content Experiences Software ](/categories/account-based-web-and-content-experiences) Popular Account-Based Web and Content Experiences products used by Account-Based Execution professionals [ ![HubSpot Marketing Hub](https://images.g2crowd.com/uploads/product/hd_favicon/4197737e447f044e17be1a5ebb4ba193/hubspot-marketing-hub.svg) HubSpot Marketing Hub (14,810) 4.4 out of 5 stars ](/products/hubspot-marketing-hub/reviews) [ ![DemandScience](https://images.g2crowd.com/uploads/product/hd_favicon/88243773467aa0865f62aeaccb9b1143/demandscience-demandscience.svg) DemandScience (763) 4.4 out of 5 stars ](/products/demandscience-demandscience/reviews) [ ![RELAYTO AI](https://images.g2crowd.com/uploads/product/hd_favicon/c1f8e513043c96a6623af35bf7aae4f1/relayto-ai.svg) RELAYTO AI (472) 4.7 out of 5 stars ](/products/relayto-ai/reviews) [ ![Demandbase One](https://images.g2crowd.com/uploads/product/hd_favicon/c774a027c587be17b366c706735319c9/demandbase-one.svg) Demandbase One (1,991) 4.4 out of 5 stars ](/products/demandbase-one/reviews) [ ![Foundry ABM](https://images.g2crowd.com/uploads/product/hd_favicon/d29c76b6cb735313596901da4f445d5a/foundry-abm.svg) Foundry ABM (206) 4.2 out of 5 stars ](/products/foundry-abm/reviews) [ ![Uberflip a PathFactory Company](https://images.g2crowd.com/uploads/product/hd_favicon/b751dabe55704c2902e10eaf1eb1504f/uberflip-a-pathfactory-company.svg) Uberflip a PathFactory Company (341) 4.2 out of 5 stars ](/products/uberflip-a-pathfactory-company/reviews) [ #### Attribution Software ](/categories/attribution) Attribution software aims to track the complete consumer journey, from the time they interact with a company’s advertisement to the point of purchase, and highlight the effect that each interaction had on the purchase decision. Popular Attribution products used by Account-Based Execution professionals [ ![HubSpot Marketing Hub](https://images.g2crowd.com/uploads/product/hd_favicon/4197737e447f044e17be1a5ebb4ba193/hubspot-marketing-hub.svg) HubSpot Marketing Hub (14,810) 4.4 out of 5 stars ](/products/hubspot-marketing-hub/reviews) [ ![ActiveCampaign](https://images.g2crowd.com/uploads/product/hd_favicon/be9e1369027bd58113f937595c7fbdf0/activecampaign.svg) ActiveCampaign (14,704) 4.4 out of 5 stars ](/products/activecampaign/reviews) [ ![CallRail](https://images.g2crowd.com/uploads/product/hd_favicon/dc5a7c4a387a7c639e8eb054c965ecb7/callrail.svg) CallRail (1,716) 4.5 out of 5 stars ](/products/callrail/reviews) [ ![Triple Whale](https://images.g2crowd.com/uploads/product/hd_favicon/1921fd8daa032ed541e35791b1f7334e/triple-whale.svg) Triple Whale (481) 4.5 out of 5 stars ](/products/triple-whale/reviews) [ ![impact.com](https://images.g2crowd.com/uploads/product/hd_favicon/9a208043d1d4a5af8252dfcbeeebd301/impact-com.svg) impact.com (2,231) 4.4 out of 5 stars ](/products/impact-com/reviews) [ ![Dreamdata](https://images.g2crowd.com/uploads/product/hd_favicon/a8d039537009900fa059db93fd55810f/dreamdata.svg) Dreamdata (264) 4.7 out of 5 stars ](/products/dreamdata/reviews) ### Account-Based Execution Software Categories [ Account-Based Advertising Software ](/categories/account-based-advertising) [ Account-Based Direct Mail Software ](/categories/account-based-direct-mail) [ Account-Based Web and Content Experiences Software ](/categories/account-based-web-and-content-experiences) [ Attribution Software ](/categories/attribution) ### Learning about Account-Based Execution? 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