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Announcing the Top Rated Account-Based Marketing (ABM) Software for 2019

Elizabeth Sullivan-Hasson
June 26, 2019
Awards, Marketing

Announcing the Top Rated Account-Based Marketing (ABM) Software for 2019

Today, we awarded the 2019 TrustRadius Top Rated badges for Account-Based Marketing (ABM) Software. The TrustRadius Top Rated awards are the most trusted in the industry because they are an unbiased reflection of customer sentiment, based solely on user feedback and satisfaction scores. Top Rated awards are the voice of the market and are not influenced by analyst opinion, the vendor’s company size, popularity, or status as a TrustRadius customer.

Here are the winners:

Groove

Groove ABM TRScore | trustradius.com

Groove is a multi-faceted sales engagement platform used for account-based sales, providing sales acceleration through CRM and email or calendar integrations, and campaign automation through its “Groove Flow” process engine.  Groove also offers sales enablement through it’s email tracking and sales analytics. Just for ABM, Groove provides account-level analytics and account-based campaign prioritization. Beyond CRM and calendar integration, Groove notably integrates with LinkedIn Sales Navigator, allowing sales reps to connect to important contacts or integrate InMail at various stages of their campaigns. On TrustRadius, the majority of Groove users are from  mid-size companies (67%). Reviewers on TrustRadius love Groove’s workflow consolidation and streamlining for reaching out to large numbers of contacts, its sales acceleration features such as calendar and CRM sync with email (inbound and outbound) logging to CRM, and email tracking and engagement analytics.

“Groove is awesome! It’s used at my company to track our sales efforts, to support mass mailing campaigns and to consolidate our workflow. It’s used exclusively by the sales department, though I could easily see its use expanding across the larger organization … Groove is incredibly well-suited to sales and marketing that’s tracked in a CRM. When you have folks who are reaching out to a large variety of people and seeding the market, there’s nothing else like it that’s so responsive and intuitive and easy to manage.”

Gretchen Barton | Sr. Insight Manager | Computer Software Company 

EverString

EverString ABM TRScore | trustradius.com

EverString provides B2B companies with a sales and marketing intelligence, and predictive analytics platform that companies can use to put a successful ABM strategy in place. It includes the EverString Audience Platform for account level segmentation, prioritization, and targeting, the EverString Sales Intelligence Panel for judging an account’s purchase intent, and API access to EverString’s data cloud for sales data enrichment. EverString’s machine learning driven analytics are designed to help B2B companies fill up their sales pipelines with high quality accounts and contacts, bringing the right accounts into the funnel and moving them forward when the time is right. On TrustRadius, EverString has been reviewed primarily by users from midsize companies (73%). Reviewers consistently praise EverString for its core sales and marketing intelligence data, ability to find the best ‘look-alike’ prospects that are similar to current customers, , and it’s available CRM integrations. 

“Our Marketing team uses EverString to identify net new target accounts for our ABM initiative, while our Sales team uses the tool to understand firmo and technographic data about their target accounts ahead of outreach … We’re definitely reaching higher quality and better fit accounts with EverString than we did before. We’re able to quickly research a new industry we want to penetrate and then craft quality content for ABM efforts with the data we get from EverString. Sales And Marketing alignment has improved since we adopted EverString because Sales can see exactly why Marketing selected the accounts and it has helped us build better cadences and campaigns around the data we captured.”


Raheel Alam | Salesforce Administrator | Computer Software Company 

Terminus

Terminus ABM TRScore | trustradius.com

Terminus is an account-based marketing platform used by B2B marketers to understand the impact of their ABM initiatives, gain insight into account intent, and deploy targeted digital advertising to contacts across all channels. For direct engagement, Terminus can manage display and LinkedIn advertising, delivering targeted messaging in stages based on engagement metrics and allowing delivery of ads with progressive messaging. Because Terminus is hyper-focused on ABM its scoring and analytic output always include both contact and account level metrics. On TrustRadius, Terminus is used almost exclusively by marketing professionals, with a majority of reviewers coming from midsize companies (72%). Terminus users on TrustRadius highlight the ease of using the Terminus platform as a  command console for B2B advertising, its multi-touch attribution modeling, and its persona-specific ad targeting. 

“[My company] uses Terminus as its ABM command center. We leverage the platform for ABM display, LinkedIn Ads, Retargeting, and Geofencing. Additionally, we use the platform to manage our intent data, as well as our Account-Based dashboarding and campaign analytics. 100% of our marketing campaigns run on the back of Terminus, as the platform has become central to our marketing technology stack…  Terminus’s professional services and support, along with its command-center approach, deliver a huge value to a ultra-lean fast moving business like Phononic.”


Daniel Englebretson | Director, Integrated Marketing | Electronic Manufacturing Company 

Congratulations to the winners of the Top Rated Account-Based Marketing (ABM) Software Award!

What is account-based marketing?

Account-based marketing (ABM) software refers to a wide class of tools used by B2B, and increasingly B2C, companies’ sales and marketing teams to gather intelligence about target accounts (e.g. intent data), discover the correct roles and contacts within those accounts, and then apply predictive techniques to distribute messaging and content to the right people at the right time. Marketing intelligence and sales intelligence tools may be used to locate top-of-funnel data for a successful ABM strategy, and predictive sales analytics provide the right information to determine what accounts are optimal for targeting, and help build out the ideal customer profile.

Middle-of-funnel ABM automation is provided by sales engagement platforms (SEPs), and sales acceleration tools that supply additional functionality to CRMs or marketing automation platforms. Some capabilities these two types of software can provide include inserting high-level account based data and recommendations into the sales dashboard, account prioritization to guide or structure outreach attempts, account and contact level messaging engagement analytics, and account-based advertising and marketing waves. Leading ABM software supply dual-level (i.e. account and contact) guidance, targeting, and reporting.

This is what separates ABM software from other software applications that are functionally similar, but that do not specialize in ABM. And because ABM covers a range of functionality, many ABM software tools are designed to work in tandem with each other.

Top Rated criteria

Products included in the 2019 Top Rated Account-Based Marketing (ABM) Software list must have been in the top tier of their category TrustMap as of June 3rd, 2019. To qualify for the Account-Based Marketing (ABM) Software Top Rated Award, products must have at least 10 reviews written within the past year, a TRScore of at least 7.5 out of 10, and must receive at least 1.5% of the traffic in their category.  Every reviewer is verified and every review is vetted before publication. Products are plotted on the TrustMap based on end-user data, including users’ likelihood to recommend scores as well as buyer research patterns. To learn more about TrustMaps and Top Rated methodology, check out this page.

About the Author

Elizabeth Sullivan-Hasson
Elizabeth is a Research Analyst at TrustRadius where she focuses on tracing the evolution of business software and finding new ways to synthesize and visualize reviewer data. Elizabeth has a BA in Economics and Political Science from the University of Massachusetts Amherst and an MSc in International Development from the London School of Economics. When she’s not in the office, Elizabeth enjoys exploring new cities, hiking, trying out new recipes, and diving into sci-fi novels.

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