The ABM Market Map (cont’d) Don’t be overwhelmed. Sure, there are a lot of Data and insights Contact Data — Once you have identified those technologies that support ABM, but you don’t Account Data 3rd Party Intent accounts, you also need the right people within need to buy technology from each category to those accounts. Typically, investing in data to do Account Based Marketing! You can dip your support these actions is required for ABM. toe in the water with relatively modest investment in new technology, and then add more solutions Intent Data — This falls under the category of a cool, to help scale over time. optional capability to help make the process even better. 3rd Party Intent Data uses the content people Let’s break this down by walking through each section. are reading on third-party sites to identify which Contact Data accounts might be actively researching particular Foundation solutions. 1st Party Intent Data references how Lead-to-Account MAP Insights accounts interact with you on your properties. Data Platforms — Some vendors use predictive CRM Data Platforms models to help you identify the best accounts for your business. These are customer data platforms (CDPs) focused on the B2B space. They are not These are the core essential technologies to required for ABM, but can be a great technology for support ABM. You must have a marketing Technologies in this category can help you select B2B organizations. automation platform and a CRM platform. With your target accounts and fill in the whitespace with few exceptions, you can’t do ABM without them. the right contacts at those accounts. Insights — These vendors provide intelligence such as in-depth sales profiles of target accounts, The other required technology is some way to unify Account Data — Combining basic firmographic primarily using manual research methods. your account data with lead-to-account (L2A) (e.g. industry and size) data with your first party matching. Combined with CRM and marketing engagement data (e.g. these accounts are already automation, this creates a single view of your accounts engaging with you) is the basic requirement for to act as the foundation for all your ABM efforts. selecting your target accounts. None of these are optional (hence the name ‘foundation’). 160