4 Key Functions of Account-based Marketing (ABM) Solutions

Mark Bridges
4 min readJul 7, 2022


ABMs are useful for implementing the ABM methodology. By utilizing the ABM approach, we can automate and streamline the lengthy process of identifying target accounts and reduce the effort, time, and expense required to court these prospective clients.

ABM systems facilitate the creation of the most qualified leads, development of customized purchasing journeys, enhancement of the lifetime value of customers, and the maintenance of a healthy pipeline of promising accounts. To better target and prioritize communications with key accounts, these solutions can be combined with other Sales and Marketing systems, such as CRM or Marketing Automation platforms.

ABM solutions fine-tune Marketing and Sales departments beyond standard Branding and lead generation techniques. Prior to executing a personalized Marketing Strategy, these systems aid in identifying the correct target accounts. ABM solutions are utilized to acquire new clients, cultivate current and future prospects, and expand enterprise accounts.

ABM solutions have the following 4 main functions:

  1. Account Management
  2. Account Intelligence
  3. Account-based Advertising
  4. Digital Personalization

Let us delve further into these fundamental functions.

Account Management

The most essential function of ABM solutions is the efficient management of key accounts. ABM Strategy requires strong collaboration between Marketing and Sales, identification of prospective accounts and their compatibility with our offerings, and prompt feedback on the outcome of negotiations with the account to close a deal. ABM systems record this information, optimize its distribution between various units, and establish Marketing or Sales funnels or pipelines.

The ABM software integrates with Sales and Marketing automation systems and stores customer data in databases. This is accomplished by creating an account record in the CRM system. ABM provides stringent administrative control over the origin of account information, its updates, duplicate entries, and missing data. Account Management Solution enables the creation of target lists, termination of unsuitable accounts, purchase decisions, engagement and conversion data, and the storage and evaluation of clicks.

Account Intelligence

The succeeding essential function of ABM solutions is to evaluate account-relevant data in order to qualify leads. ABM has taken over the traditional “large funnel” concept with a narrower Marketing funnel based on data and a more targeted evaluation of accounts prior to their becoming leads. Account Intelligence solutions enable the qualification of leads by analyzing important and relevant qualifying data, connect marketers to prospective accounts, and permit the maintenance of a more accurate target account list.

These solutions prioritize sales intelligence data (such as the contact information and organizational structure of a target account) and account intelligence data (sector, geography, IT setup, capital spending history, IP addresses, and customer intent data). Account Intelligence systems are typically flooded with obsolete or irrelevant data. Advanced Account Intelligence systems circumvent this issue with account data feeds that are automatically updated. To distinguish between purchasing signals and market noise Manufacturers of Account Intelligence systems have developed lead qualifying systems to track ideal accounts. They achieve this by employing distinct company and buying signal criteria, algorithms based on benchmarks and behaviors, and Machine Learning to identify prospects with high close rates or high engagement.

Interested in learning more about the categories of Strategic Priorities and how to communicate them across the organization? You can download an editable PowerPoint on the Strategic Priorities Identification & Analysis here on the Flevy documents marketplace.

Do You Find Value in This Framework?

You can download in-depth presentations on this and hundreds of similar business frameworks from the FlevyPro Library. FlevyPro is trusted and utilized by 1000s of management consultants and corporate executives. Here’s what some have to say:

“My FlevyPro subscription provides me with the most popular frameworks and decks in demand in today’s market. They not only augment my existing consulting and coaching offerings and delivery, but also keep me abreast of the latest trends, inspire new products and service offerings for my practice, and educate me in a fraction of the time and money of other solutions. I strongly recommend FlevyPro to any consultant serious about success.”

– Bill Branson, Founder at Strategic Business Architects

“As a niche strategic consulting firm, Flevy and FlevyPro frameworks and documents are an on-going reference to help us structure our findings and recommendations to our clients as well as improve their clarity, strength, and visual power. For us, it is an invaluable resource to increase our impact and value.”

– David Coloma, Consulting Area Manager at Cynertia Consulting

“FlevyPro has been a brilliant resource for me, as an independent growth consultant, to access a vast knowledge bank of presentations to support my work with clients. In terms of RoI, the value I received from the very first presentation I downloaded paid for my subscription many times over! The quality of the decks available allows me to punch way above my weight — it’s like having the resources of a Big 4 consultancy at your fingertips at a microscopic fraction of the overhead.”

– Roderick Cameron, Founding Partner at SGFE Ltd



Mark Bridges

I blog about various management frameworks, from Strategic Planning to Digital Transformation to Change Management. https://flevy.com