Account Data Management software manages prospect data throughout the account-based marketing (ABM) process so that both sales and marketing teams have continuous awareness of target accounts. In order to maximize an ABM strategy, salespeople need to know where in the pipeline a prospect is and the probability that a prospect will become a customer. Account Data Management systems serve to document and communicate all relevant account information between the sales and marketing teams. This software is deployed in marketing and sales departments to maximize the efficiency of marketing efforts and facilitate communication between the two organizations.
Account Data Management software is commonly implemented with other ABM software such as marketing account intelligence, account-based advertising, or buyer intent data tools. Some systems have broader functionality that applies to the other ABM categories. Many Account Data Management tools integrate with CRM systems and marketing automation software so that an ABM strategy can work smoothly with other sales and marketing initiatives.
To qualify for inclusion in the Account Data Management category, a product must:
- Store account data on a level more granular level than contact information, for example: account industry or account segment
- Integrate with tools that find target data from external sources or have the capability to do so itself
- Facilitate sales and marketing communication relating to accounts within the system
- Track accounts in the system by displaying metrics relating to the ABM process
