CHAPTER 3 When asked to share the tools deemed essential for Account Based Marketing, most organizations rely on foundational technologies. 82% report using Customer Relationship Management (CRM) technology (no surprise given how much critical data it houses about leads, prospects, and customer engagement.) In addition, 70.1% of firms also report using marketing automation for their ABM efforts. The other required technology for ABM is Lead-to-Account (L2A) matching, managed through tools like Engagio (used by 31% of firms surveyed), and LeanData (used by 10% of firms surveyed). Combined with CRM and marketing automation, this creates a single view of accounts. Outside of these three foundational technologies, LinkedIn was deemed an essential ABM technology, ABM TACTICS AND DETAILS 30