A Comprehensive Framework for Evaluating ABM Platforms

Over the last few years, I’ve set up and scaled multiple companies from 0 to $250 million ARR.

I was fortunate to pick ABM 7-8 years ago when ABM was not a buzzword. 

I have more often than not, seen an overt reliance on and confidence in third-party intent data being the be all and end all of platform selection for the ABM tech stack.

But first, 

What is third party intent data?

Third-party intent data is information about a large audience's online behaviors, preferences, and interactions that is collected from external sources. It can be used to identify potential customers, understand their interests, and personalize marketing campaigns

While such data can signal buying behavior, relying on it alone is like trying to understand a conversation by only hearing one side. Third-party data shows you what accounts might be interested in, but misses crucial direct interactions with your brand. It can't capture the depth of engagement when a key decision-maker explores your website, downloads your content, or engages with your sales team. 

More importantly, it often comes with inherent delays and accuracy issues - by the time you receive third-party signals, the buying committee might have already advanced their journey or chosen a different direction. 

The most effective ABM strategies combine third-party insights with robust first-party data and second-party partnerships, creating a complete picture of account behavior and enabling truly personalized engagement at the right time.

The landscape of B2B marketing is complex and with new players entering the market every few months, selecting the right Account-Based Marketing (ABM) platform needs a structured evaluation approach - one that rests on multiple considerations!

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The Three Data Pillars‍

‍1) First-Party Data Capabilities

First-party data comes from the owned channels of the company. The foundation of any ABM platform lies in its ability to track owned channels. This means‍

Tracking Digital Presence

• Website engagement tracking
• LinkedIn performance metrics (impressions and clicks)

‍Tracking Communication Channels

• Email campaign metrics (sent, opened, clicked)
• Document engagement (collateral opens)
• Call tracking (made and answered)
• Messaging performance (WhatsApp and text messages, including reply rates)

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2) Second-Party Data Insights

Second-party data is essentially someone else's first-party data that you gain access to through direct partnerships or data marketplaces.

In ABM, one of the most valuable sources of second-party data is review platforms like G2, where you can track when your target accounts are researching competitor products or exploring solution categories. Unlike third-party data which aggregates information from multiple sources, second-party data maintains its original quality and precision since it comes directly from a trusted partner's first-party data collection. For example, when a potential customer researches your competitors on G2, that's second-party data providing direct insight into their buying journey - something you couldn't capture through your own first-party data or general third-party intent signals.

A key differentiator for modern ABM platforms is their ability to provide this competitive intelligence and have:

• Integration with G2 for tracking accounts visiting competitor pages
• Category page monitoring for understanding buyer research patterns

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3) Third-Party Data Integration

Third-Party Data Integration empowers ABM strategies by revealing the bigger picture of account behavior beyond your owned channels. 

Like we discussed before, it uncovers valuable buying signals from across the digital ecosystem – like when target accounts research industry solutions, engage with relevant content, or show interest in specific technologies. 

This broader perspective helps identify accounts that might be in-market before they ever reach your website, enabling proactive engagement at the early stages of their buying journey. 

However, third-party data is most powerful when combined with your first-party insights and second-party partnerships, creating a comprehensive view that helps you engage accounts at the right time, with the right message, through the right channels. These three should thus be key considerations while evaluating ability to track.

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The next metric of evaluation is:

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Scoring Sophistication

Modern ABM platforms should offer robust scoring capabilities that:

• Integrate all three data types (first, second, and third-party)
• Enable custom scoring model creation
• Provide flexible weighting systems

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Account-Specific Advertising

The platform should excel in targeted advertising through:

• LinkedIn ad customization at the account level
• Programmatic display network capabilities
• Account-specific creative delivery

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Notification Systems

Look for platforms offering intelligent alerts through:

• Slack/Teams integration
• Customizable triggers based on:
  
  • Score threshold achievements
  • Priority account activities
  • Engagement milestones

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User Experience

The platform should demonstrate:

• Consolidated data visualization
• Automated data aggregation
• Minimal manual intervention requirements
• Intuitive interface design

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Multi-Level Tracking Capabilities

Effective ABM platforms must provide granular visibility across:

• Account-level activities
• Deal-stage progression
• Individual contact engagement

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Analytics and ROI Measurement

The platform should offer sophisticated analysis capabilities:

• Correlation studies between activities and outcomes
• Deal progression analysis
• Conversion rate tracking
• ROI measurement across channels

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Future-Proofing Your Decision

It’s important to ask the right questions:

1. How well does the platform integrate all three data types?
2. Does the scoring system align with your specific business needs?
3. How automated are the tracking and notification systems?
4. Can the platform scale with your ABM strategy?

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Remember, the strongest ABM platform for your organization will be one that not only offers these capabilities but delivers them in a way that complements your existing tech stack and processes. Focus on platforms that provide comprehensive data integration while maintaining ease of use and ability to scale.

The most effective ABM platform implementation will balance sophisticated capabilities with practical usability, ensuring both immediate value and long-term scalability for your ABM strategy.