Account-based orchestration platforms provide one central place for businesses to manage account-based marketing efforts that are also built to align sales and marketings teams. These platforms assist companies in targeting accounts, executing account-based marketing (ABM) campaigns, and measuring and optimizing strategies. Account-based orchestration platforms provide a unified account list management which prioritizes and segments a company’s targeted accounts. By leveraging these platforms, marketing and sales teams can focus on identifying and nurturing the most promising accounts for their business. Account-based orchestration platforms can also execute multichannel campaigns and are often also included in one or more of the following categories: account-based direct mail software, account-based advertising software, and account-based web and content experiences software. However, software can provide account-based execution capabilities without providing a complete ABM platform.
Account-based orchestration platforms often utilize data from buyer intent data tools, which capture research around buyer journeys and signs of their purchase intent. This type of data can then enable account-based orchestration platforms to trigger coordinated account-based marketing efforts. Additionally, these platforms can pull in data from marketing account intelligence software, which develops a list of accounts that fit a user’s ideal customer profile by compiling insightful prospect data that goes beyond contact data. Many account-based orchestration platforms integrate with CRM software and marketing automation software so an ABM strategy can work smoothly with other sales and marketing initiatives.
To qualify for inclusion in the Account-Based Orchestration Platform category, a product must:
Provide a unified and consistent view of accounts and target audiences based on buyer intent, behavioral data, personas, etc.
Match leads to accounts and consolidate data across disparate systems
Create segments of best-fit accounts for a business to coordinate interactions across multiple channels
