Rollworks has positioned itself as the accessible ABM platform for growing B2B companies. Now part of 6sense, Rollworks focuses on helping teams with 10-100 target accounts execute coordinated campaigns at a mid-market price point.
ABM has a reputation for being an enterprise-only motion. You need big budgets, sophisticated software, and a large sales team to make it work, right?
ABM is an investment. Your company spends money on tools, people, events, and paid media. The fundamental question is whether that investment returns revenue greater than the cost. Yet measuring ABM ROI accurately is genuinely difficult. Unlike direct response marketing where attribution is clear, ABM involves multiple channels, multiple stakeholders, and long sales cycles. A deal that closes 12 months after an ABM campaign launches: did ABM cause it or would it have closed anyway?
Intent data platforms have become central to demand generation strategies, but pricing varies dramatically. Understanding the different pricing models and cost drivers helps you evaluate whether intent data investment makes sense for your organization and which vendors offer the best value for your use case.
Demandbase pioneered the account-based marketing category, building one of the largest B2B account databases and helping teams identify and target companies based on company-level data. Today’s ABM landscape includes specialized platforms for account identification, intent data, visitor identification, and campaign orchestration.
Account-based marketing represents a fundamental shift in how B2B companies think about growth. Instead of casting a wide net and hoping to catch prospects, ABM flips the funnel by focusing resources on a defined set of high-value accounts. If you’re ready to launch your first ABM campaign, this guide walks you through each phase, from planning through execution.
Email is still the most effective channel for account-based marketing. It has the highest ROI of any channel, and it’s where decision-makers spend most of their time.
Account-based marketing is becoming increasingly important for fintech companies targeting enterprise financial institutions, investment firms, and banking platforms. However, fintech has unique requirements including regulatory compliance, data security, and highly specialized buyer personas.
Your website is often the first and most frequently visited touchpoint for prospects evaluating your solution. Yet most B2B websites serve the same experience to every visitor. A Fortune 500 prospect and a startup get the same homepage. A prospect already familiar with your solution and a complete newcomer see identical messaging. This lack of personalization leaves significant conversion opportunity on the table.
Manufacturing companies are increasingly adopting account-based marketing to navigate complex, multi-stakeholder buying processes. Selling industrial equipment, manufacturing software, supply chain solutions, or component manufacturing involves extended sales cycles and multiple decision-makers across different departments.
In traditional demand generation, companies use lead scoring to prioritize inbound prospects. A lead takes certain actions (visits pricing page, downloads a resource, opens multiple emails), accumulates points, and gets passed to sales when it reaches a threshold. Lead scoring works for traditional channels.
Abmatic and Terminus represent two distinct approaches to account-based marketing. Terminus excels at coordinating campaigns across multiple channels (display, email, direct mail, landing pages) around target accounts. Abmatic specializes in identifying anonymous B2B website visitors and mapping them to accounts for real-time personalization.