Devrun
April 11, 2025
Choosing the right Account-Based Marketing (ABM) vendor is a critical step toward scaling personalized B2B experiences. Vendors like Dun & Bradstreet (DNB), Demandbase, Kickfire, and 6sense each bring unique capabilities, but true results come from how well these tools are integrated into Adobe Experience Platform (AEP). This guide explores vendor capabilities, integration strategies, and how to enhance segmentation with GICS and NAICS classification to strengthen your MarTech stack and unlock deeper actionability insights across the customer journey.
Choosing the right ABM vendor means balancing data quality, intent signal precision, and integration depth. While DNB and Kickfire offer solid basics, Demandbase and 6sense lead in real-time personalization, advanced intent data, and full-stack integration.
Innovation is becoming the true differentiator in ABM platforms. Vendors like 6sense and Demandbase invest heavily in AI and predictive analytics to surface buying signals before prospects even engage.
Leveraging innovation in ABM platforms unlocks powerful capabilities that elevate both strategy and execution across Adobe Experience Platform:
🔹Power smarter segmentation with AI and predictive analytics
🔹Enable faster decision-making through real-time intent signals
🔹Drive automated orchestration across all marketing channels
🔹Transform static account lists into dynamic, growth-ready audiences
🔹Ensure every interaction is timely, relevant, and measurable with Adobe Experience Platform
Adobe Experience Platform (AEP) centralizes customer data to power personalized journeys in real time. Integrating ABM tools into AEP allows you to:
🔹Identify target accounts more accurately using enhanced firmographic and technographic filters.
🔹Decode buyer intent signals across multiple touchpoints and trigger relevant content.
🔹Personalize engagement dynamically with segmentation at scale.
🔹Align sales and marketing with account-based performance metrics.
Integrating ABM platforms into Adobe Experience Platform is not just about connectivity, t’s about activating intelligence across the customer journey. By merging real-time behavioral signals with account-level intent data, AEP enables the creation of unified profiles that drive precision at scale.
Through APIs or native connectors, data ingestion flows directly into Adobe Real-Time CDP, powering dynamic segmentation and predictive personalization. This advanced orchestration transforms static account lists into adaptive experiences activated across Adobe Target, Journey Optimizer, and Audience Manager.
You can integrate DNB, Demandbase, Kickfire, and 6sense in AEP using:
🔹APIs or built-in connectors (depending on vendor and licensing)
🔹Data ingestion workflows in Adobe Real-Time CDP
🔹Unified profiles combining ABM intent signals with behavioral data
🔹Segment creation for real-time activation across Adobe Target, Journey Optimizer, or Audience Manager
💡 Pro Tip: Use Adobe Experience Platform’s sandbox environments to test ABM integrations without impacting production workflows. This ensures your segmentation and personalization rules are clean before live deployment.
Adobe’s open framework allows for adaptive data modeling, meaning you can enrich your ABM strategy by combining structured account data with real-time behavioral patterns. This flexibility supports predictive personalization models that evolve with customer intent signals over time and provides actionable insights that inform targeting, messaging, and journey orchestration at scale.
🔐 Don’t overlook compliance: When integrating ABM tools into Adobe Experience Platform, it's essential to ensure alignment with privacy regulations like GDPR and CCPA. Tools that collect IP-based or behavioral data must respect regional consent rules. AEP’s consent frameworks and data governance capabilities help enforce proper usage, enabling compliant segmentation and audience activation.
Consent data can also be used as a filtering dimension within segmentation workflows, helping ensure that only opted-in profiles are targeted, preserving both legal compliance and brand trust across markets. Respecting user consent isn’t just a legal obligation, it’s a foundational element of responsible ABM. Once compliance is ensured, marketers can focus on enhancing segmentation precision through standardized classifications like GICS and NAICS.
ABM strategies are more effective when standardized classification codes like GICS (Global Industry Classification Standard) or NAICS (North American Industry Classification System) are embedded in your segmentation logic.
Why it matters:
Ensures consistent segmentation across platforms
➡️ Using standardized GICS/NAICS codes enables unified audience definitions across AEP, CRM, MAP, and ad platforms—reducing data silos and sync errors.
Enables multi-market analysis and expansion
➡️Classification codes allow scalable targeting across regions, supporting localized campaigns and comparative industry performance benchmarking.
Aligns your audience with global industry trends
➡️ Integrating official codes improves targeting precision for vertical-specific messaging and facilitates alignment with external market data sources (e.g., investor reports, third-party benchmarks).
🔧 DNB, for example, does not natively support GICS, which limits classification flexibility. At Devrun, we help businesses normalize and enrich classification data to ensure Adobe Experience Platform segmentation aligns with actual market structure and business goals.
Many ABM strategies fall short when foundational data, like industry classification and company identity, is inconsistent or incomplete. That’s where Devrun steps in.
In the first visualization, Devrun applies GICS-aligned classification to organize companies such as Airbnb, Gap, and Levi Strauss into the Consumer Discretionary group.
This structure enables industry-specific segmentation in Adobe Analytics and allows marketers to analyze Martech performance at both the vertical and company level.
Accurate segmentation is only half the story. ABM success also depends on identity resolution, knowing how many site visitors can be matched to real companies. In the second visual, we see a 28% match rate across anonymous traffic, a common range for mid-size ABM implementations. Monitoring this rate helps diagnose gaps in your targeting layer.
💡By combining structured classification (like GICS/NAICS) with improved identity resolution, Devrun helps clients bring clarity to their ABM data, unlocking scalable activation in Adobe Experience Platform.
Selecting the right ABM vendor is just the first step, true results come from how well those tools are integrated into Adobe Experience Platform (AEP). This guide has explored vendor capabilities, integration best practices, and the importance of structured segmentation using GICS and NAICS classifications. To make the most of this strategy, consider the following enhancements:
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TL;DR: Integrating ABM tools like Demandbase, Kickfire, and 6sense into AEP enables real-time targeting, predictive personalization, and unified customer experiences. Classification codes (GICS/NAICS) and data normalization are essential for long-term success.
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These refinements will help turn your ABM strategy into a scalable engine for personalization, segmentation, and growth, all powered by Adobe Experience Platform.
Effective ABM is about orchestrating tools through unified data, real-time activation, intelligent segmentation, and delivering actionable insights. When powered by Adobe Experience Platform, integrated ABM becomes a catalyst for scalable personalization, sharper targeting, and measurable MarTech business growth.
