Account-based marketing helps businesses focus their resources on high-value target accounts for more personalized, efficient, and coordinated marketing and sales activities.
It’s a game-changer, especially in B2B marketing, when you need to align your lead-generation, outreach, and sales processes into a cohesive funnel that actually converts.
And that is where using a great ABM software makes all the difference!
From finding high-value target accounts to streamlining and scaling your outbound process, the right ABM software can transform your entire strategy by keeping the sales and marketing teams in sync, all while helping you leverage intent data in real-time.
In this review, we have the best ABM platforms and tools, including their key features, pros and cons, and what sets them apart from the many, many other options on the market.
Let’s dive right in!
An account-based marketing (ABM) strategy focuses sales and marketing resources on a set of target accounts with the intention of seeking out and engaging a target buyer.
Instead of selling to everyone, ABM allows your team to focus on the businesses that are most likely to provide long-term value.
You try to target key accounts, create personalized campaigns, and work closely with sales to convert them.
This quick video by Sarah Challis provides a great summary of the types of ABM, its benefits, key challenges, and best practices to implement a strong ABM strategy:
What’s unique about ABM is its level of personalization and focus.
Instead of sending the same message to a broad audience, your marketing speaks directly to decision-makers within target accounts. This is what makes outreach valuable and more likely to drive results.
Account-based marketing also aligns the sales and marketing teams better.
When your sales and marketing team both have their sights set on the same accounts and goals, they’re much more likely to share data, insights, and a single message across multiple channels.
“It’s an aligning strategy. In our data, when we asked organizations how Account-Based Marketing performs against traditional marketing methods, the number one factor was alignment between sales and marketing; 90% said ABM is built for this.”
The role of ABM software is to help businesses execute targeted marketing campaigns by focusing on specific, high-value accounts.
The global market for account-based marketing is projected to reach US$3.1 billion by 2030, driven by advances in technology, customer data analysis, and predictive analytics.
Most ABM platforms out there fall into different categories based on what part of the ABM strategy they support:
Lead generation and list-building tools help you identify the right accounts to target and give you access to verified contact data. They can surface high-intent companies using web activity data, firmographics, and buyer intent signals.
You can also build account lists, find decision makers, and automatically push accurate contact data into your customer relationship management (CRM) software.
This is a vital step in the early stage ABM (before campaigns start) since you know that you’ll be concentrating on accounts that fit your ideal customer profile!
Once you’ve found your targeted accounts, you need tools that assist with delivering your message. The mission of this ABM software class is to execute campaigns in multi-channel (ads, email, chat, personalized content).
They assist in campaign automation, account-level personalization, and performance monitoring. These ABM software tools often connect to your current CRM and sales tech stack, so you can scale management without losing the personal touch.
Full-stack ABM software manages the entire process end to end – from account identification and intent data gathering to campaign execution and ROI tracking. These are platforms for teams that need a single tool to bring everything together.
They usually come with features such as predictive analytics, sales alerts, dynamic targeting, and reporting dashboards.
Full-stack ABM tools may be best suited to larger teams or organizations with heavily varied ABM programs.
These are the ABM software solutions for your team, whether you need a solution focused on lead generation, campaign execution, or an all-in-one solution to implement your ABM strategy:
Demandbase is one of the most all-encompassing ABM platforms on the market. It comes with powerful targeting capabilities, real-time intent data, and native integrations into sales and marketing systems.
The platform helps businesses mobilize their teams, concentrate on target accounts, and accelerate deals with accuracy. Real-time account information empowers salespeople as well as marketers to develop better-aligned campaigns at each stage of the purchase journey.
If you have a larger team or are a full-funnel enterprise, Demandbase is the right fit.
Best for: Full-stack ABM with Deep Data Integrations
Pros:
Cons:
P2P Score: 4.7/5
Website: demandbase.com
The Terminus ABM platform is now part of DemandScience, which allows you to execute hyper-targeted campaigns through any channel from one central control center.
Whether you use display ads, email, or web personalization, it has the functionalities needed to operationalize your campaigns as well as measure the impact.
It also provides engagement analytics that bring sales and marketing together, allowing teams to prioritize accounts and contacts.
One of its strengths lies in multi-channel orchestration, making it a favorite among teams that want control and visibility over their campaign efforts.
DemandScience also offers native CRM integrations, allowing for smoother data flow and reporting.
Best For: Multi-Channel Campaign Execution
Pros:
Cons:
P2P Score: 8.9
Website: demandscience.com
Designed specifically to help B2B companies find, engage, and convert key accounts, 6sense delivers on its predictive intelligence.
You will generate more demand with form shortening and enrichment, ensure instant inbound follow-up, and improve lead qualification with powerful intent scoring and AI-driven predictions.
6sense gives your team the insights they need to help buyers navigate the buying journey and beat the competition. Your team can also show the business impact of marketing with data on account engagement, pipeline velocity, and revenue impact.
Best for: Execution of Valuable Account-Based Experiences from a Single Canvas
Pros:
Cons:
P2P Score: 4.6
Website: 6sense.com
HubSpot ABM is a smart pick for businesses already using the HubSpot ecosystem. It provides a set of easy resources to initiate and manage account-based marketing efforts without having to subscribe to a separate platform.
The tool automatically syncs contacts and accounts information from your CRM, creating relevant workflows, account scoring mechanisms, and content delivery programs.
Moreover, the account-level dashboards summarize how engaged your accounts are with your content across all channels, along with tips on which accounts need attention.
Best for: Sales/marketing teams just starting with ABM and looking for a simple interface
Pros:
Cons:
P2P Score: 4.7
Website: hubspot.com/products/abm-software
AdRoll ABM (previously called RollWorks) helps you identify your best-fit target accounts with ease and gain deep buyer insights and recommendations.
The platform offers account identification, audience segmentation, and campaign execution all from one place.
It leverages both firmographic and behavioral data to identify high-potential accounts where you can run targeted ad campaigns on multiple channels.
You have performance tracking too, and integration with the most popular CRM and marketing automation tools available.
Best for: Small to mid-size B2B teams looking to launch or scale ABM quickly
Pros:
Cons:
P2P Score: 4.5
Website: adroll.com/solutions/account-based-marketing
Metadata.io ABM software solution automates paid campaigns at a level that allows you to focus on the messaging and strategy, while the manual setup takes care of itself.
The platform automates everything from audience targeting to budget allocation under one roof.
For example, use the firmographic and intent data to fuel the identification of high-fit accounts, then let experiments inform top-performing creatives and channels.
It’s a perfect ABM software solution if you want less time spent on setting up campaigns manually and more time spent developing integrated campaigns and content.
Best for: Automating ABM campaigns and hyper-targeted paid ad campaigns
Pros:
Cons:
P2P Score: 4.2
Website: metadata.io
Foundry is an ABM platform designed to help B2B companies unify their marketing and sales efforts to engage target accounts.
It offers features like intent-based targeting, web personalization, sales activation, and multi-channel campaign orchestration.
The platform helps B2B firms determine their best accounts, understand their needs and likes, and reach out to them through different channels.
Foundry is a perfect fit if you have a content-heavy strategy and marketing team that wants to increase account engagement on your channels.
Best for: Content personalization at scale
Pros:
Cons:
P2P Score: 4.3
Website: foundryco.com
UserGems is specifically designed to keep tabs on previous buyers and contacts as they move on to new roles.
If a former customer happens to land at another organization, UserGems notifies your team so you can strike while the iron’s hot with a new account.
While the platform won’t provide you with any campaign execution or personalization capabilities, it works as an effective bolt-on solution for improving lead quality and timing.
It easily integrates with popular CRMs and keeps all data up-to-date, ensuring reps never miss out on job-change-triggered opportunities.
Best for: Contact Tracking and Job Change Alerts
Pros:
Cons:
P2P Score: 4.2
Website: usergems.com
Cognism provides B2B sales and marketing teams with high-quality contact and company data that supports GDPR-compliant prospecting.
It helps B2B teams build targeted account lists, find buying signals in real-time, and get in touch with the right people at the right time.
Cognism data includes 100% direct dials, professionally verified emails, and connects with major CRMs for easy data syncs.
While not a complete ABM suite, it is a vital component of the early stages of any ABM strategy by delivering clean, accurate data for outreach.
Best for: GDPR-compliant lead generation
Pros:
Cons:
P2P Score: 4.2
Website: cognism.com
Madison Logic ABM tool provides enterprise marketers with global targeting, content syndication, and lead nurturing. The ABM software company combines firmographic data with buying intent signals that help you find and prioritize key accounts.
Madison Logic is also good at getting your content in front of high-value-target prospects across digital channels. Its engagement tracking can tell you what pieces of content are working best, and when someone might be kicking the tires to buy.
For globally focused marketing teams handling complex ABM campaigns, Madison Logic ABM software provides the acumen and efficiency you need for highly optimized campaigns.
Best for: Enterprise-level targeting and nurturing
Pros:
Cons:
P2P Score: 4.6
Website: madisonlogic.com
Account-based marketing remains one of the best ways to target high-value customers and grow a B2B business. But good strategies can only go so far without the right ABM software.
Whether you’re just beginning with a handful of high-fit accounts or running campaigns at the enterprise level, there’s a tool that can meet your needs.
Some tools are designed for top-of-funnel lead generation. Others are specifically sharpened on campaign orchestration and personalization. A
nd then there are platforms that unify everything into one system. The point is to understand where your team needs the most help and choose the solution that will best serve your needs and your goals.
ABM software allows marketing and sales teams to identify, target, and engage high-value accounts with personalized content and campaigns. It empowers teams to monitor intent, execute multi-channel outreach, and quantify account engagement at scale. Traditional marketing software is all about sales leads, but rather volume-wise, ABM software specifically reaches out to accounts with customized strategies. Your ABM tools provide account-level data, personalization, and alignment across teams. No. Where once ABM was in the wheelhouse of the enterprise business, there are now many platforms designed for SMB with affordable pricing and entry-level products. Most ABM tools work with CRMs like Salesforce or HubSpot. Although some of these features can be run independently, with a CRM, all data lives within one single place, keeping the sales and marketing teams in sync. Begin by selecting your objective – lead generation, campaign, or full-stack integration. Then evaluate how your existing tools, what your team can support, and your budget stack up for a platform that best serves those needs.
Frequently Asked Questions
What Is Account-Based Marketing Software Used For?
What Is The Difference Between ABM Software And Traditional Marketing Software?
Do Only The Big Guys Use ABM?
Do I need a CRM with ABM software?
How Do I Know this is the right ABM Tool for my Needs?
Gartner: 11 Tactics to Drive Your Account-Based Marketing Process
HubSpot: How to Succeed in Account-Based Advertising
Madison Logic: 13 KPIs You Should Measure for Your Account-Based Marketing Strategy
Salesforce: Account-Based Marketing: Guide + Examples
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