Best Marketing Account Intelligence Software
Marketing account intelligence software compiles insightful prospect data to help marketers develop a list of accounts that fit a user’s ideal customer profile. Marketing account intelligence systems are implemented to combat the inefficiencies of the traditional “spray and pray" marketing approach. By deploying this software, marketing organizations can 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. These tools also assist sales teams by providing incisive information such as a prospect’s role within the company hierarchy or a prospect’s company segment.
This software is used primarily by sales and marketing teams to gain a greater understanding of target and current accounts. Marketing account intelligence software is most commonly implemented with other account-based marketing software like account data management software or account-based orchestration platforms. Some ABM products include functionality that spans across several or all of the ABM-related categories, while others are designed to handle one specific ABM-related function. Additionally, marketing account intelligence software may also integrate with CRM software and customer data platforms (CDP) to help provide a persistent, unified customer database.
To qualify for inclusion in the Marketing Account Intelligence category, a product must:
Featured Marketing Account Intelligence Software At A Glance
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ZoomInfo Sales is a comprehensive sales execution solution designed to empower sales teams by transforming data into actionable insights within a single, unified platform. This innovative tool integra
ZoomInfo Sales is a sales intelligence tool designed to provide contact details and lead generation capabilities through a vast database of emails and numbers for sales and marketing purposes. Users like the tool's ability to provide accurate data, advanced features, AI for outreach, easy integration with other platforms, and its user-friendly interface that allows easy navigation and customization. Users mentioned issues with the platform's high pricing, short trial period, occasional inaccuracies in contact details, and some features needing improvement, such as email tracking and intent signals.
23,509 Twitter followers
6sense Revenue Marketing is a B2B revenue marketing and account-based go-to-market (GTM) platform that helps marketing and revenue teams identify in-market accounts, prioritize buying groups, and exec
16,985 Twitter followers
In today's fast-paced world, real-time, human-to-human engagement is crucial. Did you know that 84% of B2B buyers purchase from the first organization they interact with? Yet, many B2B companies strug
6,440 Twitter followers
Apollo.io is an AI-powered go-to-market (GTM) platform that helps revenue teams find, engage, and manage B2B buyers across the entire sales cycle. Apollo.io is the company behind the industry’s first
Apollo.io is a platform that combines prospecting, accurate data, structured outreach, and automation to simplify and enhance sales workflows. Reviewers appreciate Apollo.io's AI features, ease of use, and integration capabilities, which make day-to-day outbound tasks easier and more efficient, saving time and allowing everything to happen in one place. Users experienced issues with the platform's data accuracy, email integration reliability, and the number of paywalls across the platform, which can interrupt workflow and experimentation, especially for smaller teams.
Demandbase is the leading, enterprise-grade account-based GTM platform for sales and marketing teams designed to make every moment and every dollar count. Since creating the category in 2013, we h
Demandbase One is a unified platform that provides visibility into account intent and engagement, simplifies audience segmentation, and integrates with various marketing and sales platforms. Users like the platform's ability to provide a complete picture of each account, its simplistic installation, and its exceptional support that helps connect marketing and sales motions. Reviewers experienced a steep learning curve with many overwhelming features, slow loading times, and issues with data validation and accuracy.
21,406 Twitter followers
Cognism is the leading provider of European B2B data and sales intelligence. Ambitious businesses of every size use our platform to discover, connect, and engage with qualified decision-makers faster
Cognism is a data tool used for finding and verifying contact information, integrating with CRM systems, and providing account insights. Users frequently mention the accuracy of the data, the ease of use, the helpfulness of the intent feature, and the convenience of the integration with CRM systems like HubSpot. Reviewers noted issues with data availability in certain regions, the tediousness of creating lists based on one page of search results at a time, and difficulties with the user interface, particularly for new users.
2,344 Twitter followers
Brandwatch empowers over 5,000 of the world's most admired companies to understand and engage with customers at the speed of social. Its Consumer Intelligence solution offers AI-enriched data from ove
34,300 Twitter followers
A-Leads is a type of lead generation solution designed to help businesses acquire high-quality leads while ensuring they only pay for successful outcomes. This innovative platform focuses on deliverin
A leads is a tool designed to support sales workflow and lead generation, but has been criticized for its customer service and refund policy. Reviewers frequently mention that the tool is straightforward, easy to understand, supports sales workflow well, and helps keep workflow moving without interruptions. Users mentioned that the customer service is poor, the interface isn't the most modern, and some features are not explained well or are hard to find.
ZoomInfo Operations is a sophisticated data management solution designed to assist organizations in optimizing their go-to-market (GTM) strategies by effectively managing sales and marketing data. Thi
23,509 Twitter followers
DemandScience helps B2B marketers generate and accelerate pipeline through a fully managed performance marketing solution. We bring together content syndication, digital advertising, compliant data se
311 Twitter followers
Bookyourdata is a trusted B2B data provider that empowers sales, marketing, and growth teams with fast access to accurate and verified business contacts. Companies use our platform to buy email lists
Bookyourdata is a platform that provides verified email lists and contact data for various campaigns, with features such as search options, instant feedback, and pre-made lists. Reviewers like the platform's ability to decrease bounce rates and increase email deliverability, the ease of use, the accuracy of the data, the variety of industries covered, and the pay-as-you-go pricing structure. Users mentioned issues such as the platform's visual appeal, loading or exporting lag with large datasets, the need for more instructional information, the complexity of certain filters, and the initial credit cost for smaller teams.
913 Twitter followers
Marketo Engage is a comprehensive, AI-powered marketing automation platform that enables teams to scale personalized buyer engagement and drive predictable pipeline and revenue growth. It helps attrac
Adobe Marketo Engage is a marketing automation platform designed to track visitors, send leads to sales, and enrich data for better understanding and utilization. Reviewers appreciate Adobe Marketo Engage's robust automation capabilities, advanced segmentation, and dynamic content, which allow for easy personalization and optimization of campaigns at scale. Reviewers noted that Adobe Marketo Engage has a steep learning curve, a dated and complex user interface, and limited reporting and analytics customization, which can slow down performance when working with large datasets.
957,057 Twitter followers
The INFUSE Demand Accelerator is an award winning real-time demand intelligence platform that provides clients with live insights into the performance of their demand programs to enable data-driven de
Foundry Intent combines KickFire's first-party intent data, third-party intent from LeadSift, and Foundry's proprietary publishing and events network to help B2B sales and marketing teams identify whi
Snov.io is a B2B lead generation and multichannel outreach automation platform designed to help sales and marketing teams improve reply rates and manage outbound campaigns more efficiently. From fi
Snov.io is a platform that provides tools for finding and verifying email addresses, managing prospects, and running cold email campaigns. Reviewers appreciate the platform's high accuracy in email verification, its efficient lead generation tools, and the convenience of having all features in one place, including a useful Chrome extension for extracting leads from LinkedIn and company websites. Reviewers experienced issues with the email credit system feeling limiting, occasional inaccuracies in email verification, a cluttered interface when managing multiple campaigns, and some users reported a major technical failure that resulted in the same email campaign being resent to the same group of customers.
2,595 Twitter followers
Learn More About Marketing Account Intelligence Software
What is Marketing Account Intelligence Software?
Marketing account intelligence ultimately comes down to collecting and parsing data. When investing in this type of software, it's crucial to consider the product's data capabilities. First, you want to find out what type of data a product is offering to uncover. The purpose of having a marketing account intelligence tool is to obtain access to granular data on targets and potential accounts to allow you to focus on those that are the best fit for your company. This, in turn, will assist you in improving your lead generation success. Generally, the more nuanced the data the better. While it’s nice to have information like a target’s role in the company, it’s even better if you can acquire information like how long they’ve been at that company, whether they are attending any events soon, or what type of technology they use. Depending on the nature of your business, some of these types of data may be more valuable than others, so be sure to consider your data needs before purchasing.
In addition to the types of data, you’ll want to consider where a marketing account intelligence tool sources its data. This is something you can find out when speaking directly with the vendor; the sources used will differ depending on the types of data a product collects. There’s no tool that can provide 100% data accuracy, but the quality of the data is an important consideration when investing in marketing account intelligence software. You can obtain this information by looking at the reviews of products as well as by having the vendor explain their data quality and verification methods.
Key Benefits of Marketing Account Intelligence Software
- Reduce the amount of time spent by sales teams on long-shot prospects
- Fill in the gaps in your database to glean valuable company information
- Provide data relating to content strategy to marketers
- Help marketers decide where to best place marketing materials
- Improve sales forecasting by scoring leads
- Limit time spent by sales teams searching for prospect contact data
Why Use Marketing Account Intelligence Software?
This type of software ties in with an account-based marketing (ABM) strategy. Instead of focusing on individual contacts, marketing and sales can use marketing account intelligence software to identify opportunities at targeted accounts, which can include selling to a new account or discovering new upsell and cross-sell opportunities with existing customers. You can gather information to help target specific accounts based on individual job functions, the company’s technology stack, and company size, industry, and location. Marketing account intelligence tools assist marketing and sales teams to obtain a holistic view of their accounts to be able to create targeted content and messaging that will resonate with key personas within those accounts. This type of software can also help sales better prepare for their sales calls with targeted accounts by knowing specific account information and industry and company trends.
Not only are you able to collect data for targeted accounts, but you can also create data profiles within marketing account intelligence software to keep all of your key data points in one place. If a marketing account intelligence tool doesn’t have this capability itself, it will have the ability to integrate with a product that can do this for you. Some tools can integrate with CRM software, marketing automation software, and sales engagement software tools to automatically and continuously update and enrich your database.
Who Uses Marketing Account Intelligence Software?
Marketing and sales teams predominantly use marketing account intelligence software to increase the likelihood of success with an ABM strategy. Marketers can use this type of software to help focus resources and marketing budgets on accounts that are the best fit and are most likely to buy, which can increase overall productivity. With the help of artificial intelligence and machine learning, sales and marketing can use marketing account intelligence tools to gather insights into account profiles to better personalize outreach and the overall customer experience. Additionally, with predictive behavior modeling, both teams can use this type of software to combine account profiles with behavior indicators from the web, social media, the news, and various other sources to predict the probability of an opportunity closing.
Marketing Account Intelligence Software Features
Marketing account intelligence software is truly the foundation for an account-based marketing strategy, as it provides marketing and sales with accurate account information and the optimal people to contact at their targeted accounts. This software also helps both teams determine what messaging and content resonates with each contact in prioritized accounts. Below are some features that this type of software can include.
Lead intelligence — Types of intelligence that this type of software can gather for you can include market insights and account-level insights. These insights assist in building a complete view of what’s happening in the market, as well as an up-to-date view of decision-makers within the accounts you are targeting. Marketing account intelligence software can pull this information from the web, news and social media sources, and various other places. This type of intelligence also keeps your CRM data clean so you can ensure you are reaching out to the best and most appropriate contacts.
Lead analysis — This feature helps marketers and salespeople prioritize leads through lead scoring based on real-time data related to contacts and their company. It’s important to find out how a tool scores target accounts and what attributes they consider. When done effectively, this feature can be a huge benefit as it ranks target accounts by the likelihood of making a purchase. Some tools will allow you to configure the scoring so that you can decide which attributes you value most in the scoring of accounts. You’ll want to be sure that your marketing account intelligence tool integrates with the CRM tool you use so that you can have all of your target data in the same place you track interactions. This way your sales pipeline starts before first point of marketing contact.
Lead management — Lead management in marketing account intelligence software features can include segmentation capabilities, which helps marketing and sales prioritize accounts and increase overall effectiveness at closing deals. This feature will offer insights on all of the data that is gathered to help marketing and sales make sense out of it. Additionally, lead management enables you to measure performance throughout your sales cycle, as well as streamline your sales efforts.
Campaign execution — As previously mentioned, marketing account intelligence doesn’t just pull in data, it also provides insights relating to personalizing content and experiences for specific contacts within accounts. For example, website personalization provides tools that dynamically serve content, messaging, and calls-to-action (or CTAs) and individualize the experience for contacts. Email campaigns can also help you engage prospects and customers through tailored content. For example, if a salesperson receives information about a particular customer that could assist with an upsell opportunity, that person could reach out with targeted content across multiple channels.
Integrations — Since many marketing account intelligence tools will automatically update prospect data, a tool that integrates with your CRM will prevent salespeople from having to update customer information as it changes. This can benefit your CRM by keeping it cleaner and free of duplicate and incorrect data. Additionally, this type of software can also integrate with marketing automation software, sales development software, email connectors, and others.
Potential Issues with Marketing Account Intelligence Software
Data accuracy — It’s important that the marketing account intelligence software you choose pulls in the most accurate data possible. Data decay happens all the time, and at an alarming rate. People change contact informant, they change companies, new physical offices open, companies merge and get acquired, and so on. That being said, it’s crucial that the tool you select gathers accurate, clean data that can help you add any missing information and get rid of irrelevant data that is detracting from your marketing and sales efforts.
Data privacy regulations — Data privacy regulations are increasing, like the EU’s General Data Protection Regulation, or GDPR and the California Consumer Privacy Act (CCPA). Strict data privacy regulations are created to give consumers control over how their data is used. These types of regulations will proliferate as more consumers request privacy rights. As it relates to marketing account intelligence, it’s important to choose a tool that adheres to these regulations so you can avoid any repercussions of gathering and using data inappropriately.
