22 Best Account-Based Marketing Software: Reviewed for 2025
20 Best Account-Based Marketing Software Shortlist
Here’s my 10 best account-based marketing software along with what I found each does best:
The best account-based marketing software sharpens targeting accuracy for key accounts, automates personalized outreach at scale, and fosters seamless collaboration between sales and marketing teams. But many ABM platforms fall short, suffering from muddy data sets, poor segmentation, and a lack of integrated reporting. Without addressing these issues head-on, even the most promising ABM strategies risk stagnation.
Drawing from more than a decade of marketing leadership experience during which I consistently increased lead conversion rates by over 30%, and having logged more than 100 hours testing account-based marketing software, I've reviewed ABM platforms through the lens of these critical capabilities.
Using our rigorous evaluation system, I've arrived at a list of ABM software that will help you zero in on key accounts, automate personalization, and track engagement and conversion metrics with clarity, so you can focus on closing deals.
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Table of Contents
- Best Software Shortlist
- Why Trust Us
- Compare Specs
- Reviews
- Other ABM Software
- Related Marketing Software Reviews
- Selection Criteria
- How to Choose Account-Based Marketing Software
- Trends in Account-Based Marketing Software
- What Is Account-Based Marketing Software?
- Features
- Benefits
- Cost and Pricing
- Additional Account-Based Software Reviews
- Frequently Asked Questions
The Best Account-Based Marketing Software Summary
| Tool | Best For | Trial Info | Price | ||
|---|---|---|---|---|---|
| 1 | Best for tracking touchpoints | Free plan + demo available | From $800/month + $45/month for additional seats | Website | |
| 2 | Best for aligning sales and marketing teams | Free plan available | From $350/month | Website | |
| 3 | Best for high-quality data enrichment | Free demo available | Pricing upon request | Website | |
| 4 | Best for personalized gifting in ABM | Free demo | Available upon request | Website | |
| 5 | Best for account intelligence on European companies | Free trial available | From $380/month (billed annually) | Website | |
| 6 | Best for precise lead routing | No free trial available | Pricing upon request | Website | |
| 7 | Best for ABM advertising | Free demo available | Pricing upon request | Website | |
| 8 | Best platform for AI modeling based on intent da | Free demo available | Pricing upon request | Website | |
| 9 | Best ABM and CRM combination | 30-day free trial | Pricing upon request | Website | |
| 10 | Best for capturing intent signals | Not available | Website | ||
| 11 | Best for personalized campaign orchestration | Free trial available | Pricing upon request | Website | |
| 12 | Best for personalized gifting | Free demo | Available upon request | Website | |
| 13 | Best for identifying potential leads | 14-day free trial + free plan available | From $139/month | Website | |
| 14 | Best for AI-driven ad campaign optimization | Not available | Website | ||
| 15 | Best for large teams | Free demo available | Pricing upon request | Website | |
| 16 | Best for campaign-market alignment | Not available | Pricing upon request | Website | |
| 17 | Best for sending mail and goodies to key accounts at scale | Free demo | Pricing Upon Request | Website | |
| 18 | Best for email-focused B2B sales teams | Free plan available | From $49/user/month | Website |
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Eloqua
Visit WebsiteThis is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.4.3 -
Optimizely
Visit WebsiteThis is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.4.2 -
Uberflip
Visit WebsiteThis is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.4.3
Best Account-Based Marketing Software Reviews
Below you can find my hand-picked top ABM software. I’ve highlighted the ideal use case or standout strength for each option to help you find what might work best for you.
HubSpot Marketing offers a dynamic platform tailored for businesses aiming to enhance their account-based marketing strategies. Designed to appeal to professionals in marketing and sales, this tool facilitates personalized engagement with high-value accounts, solving challenges in targeting and nurturing key client relationships. By integrating marketing, sales, and customer service functions, HubSpot Marketing empowers your team to create tailored campaigns that drive meaningful interactions and sustained growth.
Why I Picked HubSpot Marketing
I selected HubSpot Marketing for its exceptional ability to monitor touchpoints, a critical feature for account-based marketing. This tool offers detailed tracking of customer interactions across multiple channels, enabling you to maintain a comprehensive view of your key accounts. Additionally, HubSpot's robust reporting capabilities allow you to analyze engagement metrics, helping to refine your strategies for better alignment with customer needs. By leveraging these features, your team can ensure that every touchpoint is optimized for maximum impact.
HubSpot Marketing Key Features
In addition to its monitoring capabilities, HubSpot Marketing offers several features that enhance your account-based marketing efforts:
- Automated Workflows: These allow your team to automate repetitive tasks and focus on strategic initiatives, ensuring efficient use of resources.
- Personalized Campaign Creation: With the ability to tailor marketing content to specific accounts, you can increase engagement and conversion rates.
- Comprehensive Analytics: Detailed reports and dashboards provide insights into campaign performance, enabling data-driven decision-making.
- LinkedIn Integration: Seamlessly connect with prospects on LinkedIn, enhancing your outreach and engagement efforts.
HubSpot Marketing Integrations
Integrations include Gmail, Google Calendar, Outlook, Zoom, Slack, Salesforce, Mailchimp, WordPress, Shopify, and Facebook Ads.
Pros and cons
Pros:
- Robust email marketing tools with personalization and segmentation
- CRM and email marketing tools are built into the platform
- Good tools for separating campaigns and teams by region
Cons:
- Free version has limitations
- Can get pricey with more advanced features
Dock offers a targeted solution for businesses seeking to enhance their account-based marketing strategies by aligning sales and marketing efforts. It appeals to companies dealing with complex sales cycles and high-value accounts, providing tools that streamline collaboration and personalize buyer experiences. By leveraging Dock's capabilities, you can address challenges in maintaining consistency and scalability in account-based marketing, improving overall engagement with key accounts.
Why I Picked Dock
I picked Dock because it excels at aligning sales and marketing teams through its unique features designed for account-based marketing. Dock's Sales Deal Rooms facilitate a seamless collaboration space where your team can organize and share content tailored to specific accounts, ensuring all stakeholders are aligned. Additionally, the platform's Customer Onboarding feature allows you to create personalized onboarding experiences for each account, fostering stronger connections from the start. Furthermore, Dock's Content Engagement Analytics provides insights into buyer interactions, helping you refine your strategies and improve engagement.
Dock Key Features
In addition to aligning sales and marketing, Dock offers other valuable features for account-based marketing:
- Client Portals: Provide a dedicated space for clients to access shared resources and updates, enhancing transparency and communication.
- AI Enablement Agent: Offers real-time support and guidance for sales representatives, improving responsiveness and interaction quality.
- AI Documents: Automate document generation, allowing you to create customized proposals and contracts efficiently.
- Learning Playbooks: Develop and distribute training materials to ensure your team is well-equipped to engage with target accounts.
Dock Integrations
Integrations include HubSpot, Salesforce, Slack, Google Drive, Microsoft Teams, Dropbox, Zoom, LinkedIn, Gmail, and Outlook.
Pros and cons
Pros:
- Templates for standardizing processes
- Mutual action plans
- Analytics for customer engagement
Cons:
- Engagement analytics are restricted to the Dock platform
- HubSpot and Salesforce integration only available for higher tiers
Cognism is a sales intelligence platform designed to elevate your account-based marketing efforts by providing high-quality data and actionable insights. It aims to support sales, marketing, and revenue operations teams in optimizing their strategies and reaching decision-makers effectively.
Why I Picked Cognism
I picked Cognism as a standout option for account-based marketing because it offers tools like Sales Companion and Data Enrichment, which are crucial for targeting specific accounts. These features help you improve data quality and provide personalized insights, ensuring your team connects with the right decision-makers. In addition, the Buyer Signals feature offers valuable insights into hiring trends and funding rounds, enabling your team to tailor their outreach efforts and improve engagement.
Cognism's Data-as-a-Service is another reason I chose it for account-based marketing. This feature allows you to integrate high-quality data directly into your existing systems, making it easier to maintain up-to-date contact information. The platform's Diamond Data® ensures GDPR-compliant, verified contact details, which are especially useful for businesses targeting the EMEA market. These features collectively enhance your team's ability to generate leads and close deals.
Standout Features
Features include Diamond Data®, which provides high-quality, verified contact information for decision-makers, particularly in Europe. The platform also offers Signal Data, which helps identify key market changes like hiring trends and funding rounds, enabling personalized outreach. Additionally, Cognism's seamless CRM integration ensures that your team can efficiently manage data and improve engagement with prospects.
Integrations
Integrations include Salesforce, HubSpot, Outreach, Salesloft, Pipedrive, Bullhorn, Dynamics 365, Microsoft Dynamics, and Zapier.
Pros and cons
Pros:
- seamless integration with CRM systems
- user-friendly interface
- accurate data
Cons:
- no mobile app
- some users note issues with customer service
Sendoso is a gifting and direct mail platform designed to enhance your account-based marketing (ABM) strategies. It allows you to send personalized gifts and direct mail to prospects and customers, making your marketing efforts more engaging and effective.
Why I Picked Sendoso
I picked Sendoso because it offers personalized gifting, which is crucial for ABM. You can send eGifts, branded merchandise, and even handwritten notes to key prospects and customers, helping to create meaningful connections. This feature is designed to break through the communication barriers often faced in ABM, accelerating deal closures and improving response rates.
Another reason Sendoso stands out is its automated gifting strategies. These strategies help increase win rates and improve lead generation by allowing you to auto-send gifts based on specific triggers or customer interactions. The platform supports a broad range of gifts and provides tools for tracking performance and ROI, ensuring your ABM campaigns are both targeted and measurable.
Standout Features
Features include a campaign studio that offers comprehensive service from concept to execution, enabling you to tailor your campaigns effectively. Sendoso also offers worldwide gift curation, allowing you to choose from a wide selection of gifts that can be shipped to over 165 countries. Additionally, the platform provides robust network security and secure address confirmation to ensure that your gifts reach their intended recipients without any hitches.
Integrations
Integrations include Salesforce, HubSpot, Marketo, Microsoft Dynamics, Shopify, Zapier, LinkedIn, Slack, Eloqua, Outreach, Amazon, and Gmail.
Pros and cons
Pros:
- User-friendly interface
- Versatile use across company teams including Sales, Marketing and Customer Success
- Automated customer incentivization
Cons:
- Some users feel pricing is high, especially for small businesses
- Limited mobile application
Vainu is a Finnish sales intelligence platform with a particular focus on Nordic and European companies. It offers a comprehensive company database complete with revenue, industry, technographic data, and key information.
Why I picked Vainu: Vainu, based in Finland, has long had a particular focus on Europe and Nordic countries, and as a result, has higher quality data sets and is better able to facilitate target recommendations for Europe-based campaigns.
Vainu Standout Features and Integrations
Features include multivariable company search, reliable contact data, and smart trigger events.
Integrations include HubSpot, Microsoft Dynamics, Salesforce, and Pipedrive.
Pros and cons
Pros:
- Easy to identify target accounts with multi-variable search
- Triggers can help guide your campaign in real time
- Great data set for Nordic countries.
Cons:
- Key decision-maker data is only available for Finland & Sweden
- Company information is less accurate and expansive for US companies
LeanData is a platform designed to enhance your marketing strategies with a focus on account-based marketing (ABM). It offers a suite of features that help align your sales and marketing efforts, ensuring that your team can target high-value accounts with precision.
Why I Picked LeanData
One of the standout features of LeanData is its advanced lead routing capability. This feature ensures that leads are directed to the right sales representatives, which is key for maintaining personalized engagement with target accounts. With account matching, your marketing efforts are aligned with specific accounts, allowing for more tailored and effective campaigns. These functionalities make it easier for your team to focus on high-priority accounts, increasing the chances of conversion.
Additionally, LeanData provides robust analytics tools that let you track engagement and performance metrics. This means you can continuously refine your campaigns based on real-time data, making sure you're always hitting the mark. By having insights into what's working and what's not, you can adjust your strategies for better outcomes. This data-driven approach is invaluable for any account-based marketing strategy.
Standout Features
Features include intelligent orchestration, which captures and cleanses data to surface actionable insights without the need for coding. Another valuable feature is the automation of workflows, which adapts to changes, ensuring your marketing efforts remain agile and responsive. Lastly, LeanData enhances conversion rates and sales productivity by unifying data and optimizing processes across various teams, making sure everyone is on the same page.
Integrations
Integrations include Salesforce, HubSpot, LinkedIn, Google, Slack, Microsoft, 6sense, Outreach, Salesloft, Clearbit, Demandbase, and Gong.
Pros and cons
Pros:
- provides excellent support during onboarding and implementation
- can handle large amounts of records users
- integrates well with other CRMs and Salesforce
Cons:
- lacking a free trial option
- pricing can be a barrier for small teams
Demandbase is a complete ABM platform that's been around since 2007, and has evolved with the industry to become one of the market leaders.
Why I picked Demandbase: Not only is Demandbase a well-established ABM platform, they’ve continued to evolve and add more features over the years. The result is a well-rounded platform suitable for a variety of different use cases.
Demandbase Standout Features and Integrations
Features include a complete account-based advertising platform, cross-channel attribution reports, account-level insights, account identification, and predictive scoring.
Integrations include Adobe Analytics, Amazon Redshift, Alyce, Drupal, LinkedIn, Microsoft Dynamics, Salesforce, Oracle Eloqua, Reachdesk, Sendoso, Uberflip, and VWO.
Pros and cons
Pros:
- The onboarding wizard teaches you how to use the software.
- Modern user interface that's easy to use.
- Set up account-based advertising campaigns quickly.
Cons:
- The default reports can be hard to digest for the average marketer.
- Not true personalization for ad campaigns — Demandbase only supports account targeting.
- Solutions are separate by default (unless you pay a premium for the whole package).
6sense first launched in 2013 as a predictive intelligence platform for sales and marketing. It has since expanded its features, but the strength still very much lies in its AI-based modeling and forecasting tools, which are quite easy to use.
Why I picked 6sense: The platform has a healthy customer reputation, with many B2B marketers and sales managers especially pleased with its revenue forecasting features. If you’re in an industry where moving fast is key, this data can help you interpret campaign results at a quicker pace.
6sense Standout Features and Integrations
Features include intuitive revenue forecasting, real-time account prioritization, trending accounts dashboard, sales activation, and website personalization.
Integrations include Oracle Eloqua, HubSpot, Microsoft Dynamics, Marketo, Salesforce Pardot, SalesLoft, and Sendoso.
Pros and cons
Pros:
- Alerts help sales staff follow up quickly.
- Real-time dashboards help your sales development reps (SDRs) prioritize the right accounts.
- Better data quality than many competitors in company and contact databases.
Cons:
- Limited integrations.
- Limited customization of SDR reports.
- There’s no way to break down interactions by intent.
Salesforce is one of the most widely used CRM tools on the market today, but not everyone knows that it also has robust ABM features.
Why I picked Salesforce: You may already be using the Salesforce CRM to manage customer relationship data. So if you build out your ABM campaigns inside this platform, you can avoid having to onboard all of your sales reps into a completely new tool.
Salesforce marketing cloud Standout Features and Integrations
Features include a built-in CRM, ChatGPT-powered smart assistance, a drag-and-drop automation builder, email marketing, and content personalization.
Integrations include LinkedIn Sales Navigator, Marketo Engage, 6sense, HubSpot, Demandbase, and Workato.
Pros and cons
Pros:
- Smooth content and web personalization using CRM data.
- Easily design automated ABM campaigns with a drag-and-drop-builder.
- Built into the Salesforce CRM.
Cons:
- Support and support materials are underwhelming.
- The contact search function is limited.
- Aspects of the interface are clunky and dated.
Foundry Intent is a data-driven solution that helps businesses in the B2B tech sector enhance their marketing strategies. By leveraging intent data, it enables you to understand and engage potential customers based on their online behavior.
Why I Picked Foundry Intent
One reason I chose Foundry Intent as an effective account-based marketing software is its ability to capture intent signals from a variety of sources, such as websites and public web interactions. This feature lets you identify potential buyers with precision, making your marketing efforts more targeted. Another aspect is its intent-based ad targeting, which optimizes your campaigns by focusing on those most likely to convert.
Moreover, Foundry Intent supports lead generation by utilizing intent data to identify potential customers who are actively researching products or services. This means you can direct your marketing resources towards accounts that show genuine interest, improving your chances of success. Additionally, the platform offers intent data resources, such as reports and guides, to help you and your team understand and optimize your account-based marketing strategies.
Standout Features
Features include audience targeting that allows you to focus on specific accounts based on intent data, content creation tools that help tailor your messaging to the identified audience, and comprehensive guides on implementing intent data effectively. These features work together to create a more personalized and engaging marketing experience for your potential customers.
Integrations
Integrations include Salesforce, HubSpot, Dynamics 365, SugarCRM, Google, and Adobe.
Pros and cons
Pros:
- helps improve brand awareness and sales velocity
- excellent onboarding process
- access to intent data
Cons:
- initial support response times have bee slow for some users
- some issues with data accuracy and platform stability
Oracle Eloqua is a marketing automation platform that helps you create and manage intelligent, cross-channel campaigns. It's designed to guide your customers through their buying journey while generating valuable sales opportunities.
Why I Picked Oracle Eloqua
One reason I picked Oracle Eloqua for account-based marketing is its ability to orchestrate personalized campaigns at scale. With Eloqua, you can manage campaigns across multiple channels using precise segmentation and targeting. This means your marketing efforts are more focused and tailored to each account, significantly enhancing engagement.
Another key feature is the guided campaign workflows, which offer step-by-step guidance for deploying campaigns. This ensures consistent messaging and allows you to measure performance at the account level, making it easier to see what's working and where to adjust.
Standout Features
Features include lead management, where you can score and qualify leads in real-time, allowing for flexible modeling and clear engagement scoring. Data management is another standout, as it integrates and manages data to support your targeted marketing efforts. Lastly, measurement and analytics provide comprehensive insights into campaign performance, helping you make data-driven decisions that improve your marketing strategy.
Integrations
Integrations include Salesforce, HubSpot, Slack, Microsoft Teams, Zendesk, Google Sheets, Stripe, Mailchimp, Gmail, Typeform, Jotform, and Azure OpenAI.
Reachdesk is a versatile B2B gifting and swag platform designed to elevate your corporate gifting and employee engagement strategies. It provides businesses with the tools to personalize and automate gifting, making it easier to connect with clients and employees worldwide.
Why I Picked Reachdesk
Reachdesk stands out as a solid choice for account-based marketing because of its personalized gifting solutions. By allowing you to tailor gifts to specific accounts, it helps you engage with key decision-makers and revive cold leads. The platform's global reach ensures you can send gifts to over 180 countries, making your marketing efforts truly international.
Why I Picked Reachdesk
Another reason Reachdesk is a strong contender in the ABM space is its focus on enhancing employee engagement alongside customer outreach. With features like swag sourcing and event fulfillment, you can keep your internal teams motivated while also impressing external clients. This dual approach not only strengthens relationships with your customers but also boosts morale within your organization.
Standout Features
Features include swag sourcing, which allows you to manage branded merchandise for events or employee rewards. Global warehousing lets you store and distribute gifts from strategic locations worldwide, ensuring timely delivery. Additionally, the platform offers event fulfillment services, so you can handle all aspects of event-related gifting, from planning to execution, without a hitch.
Integrations
Integrations include Salesforce, HubSpot, Marketo, 6sense, Demandbase, Microsoft, Oracle, Salesloft, Outreach, Gong, Chili Piper, and Calendly.
Pros and cons
Pros:
- AI-powered personalization tools for automation
- Integrates well with CRM and marketing automation tools
- Support for various teams
Cons:
- Can be complex to implement
- Relies on data accuracy for effective targeting
Leadfeeder is a tool designed to help businesses identify companies visiting their websites and convert these visits into actionable leads. By providing insights into visitor behavior and company details, Leadfeeder enables you to enhance your marketing strategies and improve lead conversion rates.
Why I Picked Leadfeeder
I picked Leadfeeder as a top account-based marketing software because it offers robust visitor identification capabilities. This feature reveals the names of companies visiting your site and their behavior, allowing you to tailor your marketing efforts directly to the companies showing interest. By focusing on high-potential leads, you can ensure that your marketing resources are used where they matter most.
Another reason Leadfeeder stands out is its decision-maker connection feature, which helps you find and connect with key contacts within visiting companies. This capability is crucial for account-based marketing, as it allows you to engage directly with the people who make purchasing decisions. By building these relationships, you can increase your chances of converting leads into customers.
Standout Features
Features include lead qualification that offers custom segmentation and filters to identify high-potential leads, ensuring you focus on prospects with the highest potential. CRM integration syncs visit data with major CRM tools for efficient reporting, helping your team keep track of interactions and follow-ups. Additionally, Leadfeeder provides prioritized lead lists, allowing you to measure campaign effectiveness and optimize marketing content based on visitor engagement.
Integrations
Integrations include Pipedrive, HubSpot, Salesforce, Slack, Google Ads, Microsoft Dynamics, Zapier, LinkedIn, Google Analytics, Mailchimp, ActiveCampaign, and Trello.
Pros and cons
Pros:
- Positive feedback on customer support
- Provides detailed visitor insights
- Integrates with multiple applications including Salesforce and Pipedrive
Cons:
- some users have experience limited functionality for retargeting and integration challenges
- limited customization options
Metadata.io is an AI-driven account-based marketing software designed to automate B2B digital advertising across platforms like LinkedIn, Google, and Facebook. It aims to enhance your marketing efforts by focusing on improving return on investment (ROI) through targeted advertising and lead quality enhancement.
Why I Picked Metadata.io
I picked Metadata.io because of its AI agents that optimize ad campaigns and automate repetitive tasks, which are crucial in executing effective account-based marketing strategies. These AI agents help in enhancing targeting through patented technology, allowing you to focus on more strategic aspects of your marketing efforts. By reducing wasted ad spend and increasing lead quality, Metadata.io ensures that your marketing efforts are both effective and efficient.
Another reason to choose Metadata.io is its focus on revenue optimization and lead enrichment. The platform offers tools that allow you to concentrate on strategy and creativity while ensuring that your sales team receives enriched leads. Metadata.io's ability to connect directly to CRMs for tracking performance from initial contact to closed deals sets it apart from other platforms, as it optimizes for revenue rather than just generating leads.
Standout Features
Features include the Bid Agent for optimized bidding, which ensures you're getting the most out of your ad spend, and the Targeting Agent for building precise audiences. Additionally, the Analyst Agent provides actionable insights to help you make informed decisions about your marketing strategies. These features work together to create a marketing platform that prioritizes revenue impact and strategic growth.
Integrations
Integrations include Salesforce, HubSpot, Marketo, Pardot, Facebook, Instagram, Google Ads, LinkedIn, Amazon S3, Google Analytics, Bombora, and G2.
Marketo was one of the originators within the ABM software industry, with early products tackling things like lead insights, sales cycle analytics, and more. These products were later bundled into a single platform called Marketo Engagement, which became Adobe Marketo Engage after the acquisition in 2018.
Why I picked Marketo Engage: Because of its long history and backing by Adobe, Marketo Engage is a feature-rich ABM platform that lives up to the mark in every area of ABM from account identification (with AI-powered tools), to lead generation, campaign implementation (with content personalization), tracking, analytics, and more.
Overall, it’s a cohesive platform with good integrations and is especially suited for large teams that need things like robust user roles and access management.
Marketo Engage Standout Features and Integrations
Features include multi-channel content personalization (from email to websites and beyond), full-fledged user and permission controls, and multi-touch revenue attribution.
Integrations include Salesforce, SAP, Microsoft Dynamics, Google Ads, Facebook Ads, LinkedIn, and the Adobe Experience Cloud.
Pros and cons
Pros:
- Complete overview across multiple channels.
- Impressive content personalization.
- Great access management features for large marketing and sales teams.
Cons:
- Sales intelligence data isn't entirely up to date.
- The user experience can feel a bit disjointed.
- The onboarding costs are expensive and pricing is unclear.
RollWorks is a complete ABM platform with built-in sales intelligence, account grading, account-based advertising, account engagement, and revenue attribution tools.
Why I picked RollWorks: The account grading tool makes it easy to effectively implement your account-based marketing strategy without wasting any budget on poor ICP matches.
RollWorks Standout Features and Integrations
Features include account grading, the opportunity timeline, account-level intelligence, revenue attribution, and built-in email and ad campaign management.
Integrations include Salesforce, Hubspot, Marketo Engage, Oracle Eloqua, LinkedIn, Facebook Ads, Uberflip, Microsoft Dynamics, Drift, and Google Analytics.
Pros and cons
Pros:
- Account progression reports are comprehensive and easy to follow.
- Advertising tools make it easy to boost awareness among target accounts.
- Great for prioritizing important accounts at scale.
Cons:
- Some third-party integrations require you to reorganize your data in that platform first.
- Advertising reports show minimal data beyond actions and ROI.
- Limited control over and insight into audience targeting and bidding.
If you have a very limited target market and key accounts you must land to grow, a corporate gifting platform like Alyce can be the difference maker.
Why I picked Alyce: If you’re looking to grab the attention of busy C-level executives, sales emails, cold calls, and ads often aren’t enough. Alyce makes it easy to start and track personalized direct mail and gifting campaigns at scale to help you stand out from the crowd.
Alyce Standout Features and Integrations
Features include direct mail design, mailing list management, gift status tracking, conversion tracking, and warehouse and fulfillment.
Integrations include Demandbase, 6sense, RollWorks, Salesforce, Hubspot, Eloqua, and Salesloft.
Pros and cons
Pros:
- Easy to set budgets and gift amounts by campaign.
- Support for one-to-one and one-to-many ABM campaigns.
- Robust integrations with CRMs and ABM platforms.
Cons:
- No automated follow-up options.
- Limited built-in reporting.
- Somewhat limited gifting options, especially internationally.
Apollo.io is a sales intelligence platform that takes particular pride in the accuracy of its company and contact information.
Why I picked Apollo: Apollo has earned a reputation as one of the most reliable databases specifically for email addresses of key decision makers in important companies. If your ABM campaigns rely heavily on email outreach, it could be a good fit.
Apollo.io Standout Features and Integrations
Features include a company database with verified email addresses, multivariable search, email sequence management, automated sales meeting scheduling, and more.
Integrations include Salesforce, Hubspot, Sendgrid, Mailgun, Gmail, Outlook, and LinkedIn.
Pros and cons
Pros:
- Email sequence builder is easy to use and master.
- Powerful search features make it easy to find who you’re looking for.
- Best database of professional emails.
Cons:
- Can crash or hang up during larger requests (without data loss).
- It only supports G Suite and Microsoft-connected emails out of the box.
- Doesn’t integrate with some major CRMs.
Terminus was one of the first all-in-one ABM solutions when it launched back in 2014, with founder Sangram Vajre a long-time evangelist of the ABM approach to B2B marketing.
Why I picked Terminus: As veterans in the industry, the Terminus team has put together a solution with extensive features across all stages of ABM over the past nine years. In particular, a well-developed attribution and analytics suite stands out. It's a comprehensive solution but might be too powerful for many SMBs or companies that aren't fully committed to ABM yet.
Terminus Standout Features and Integrations
Features include lead analysis, account insights, predictive scoring, prioritized accounts, website personalization, email campaigns, chatbot, account-targeted display campaigns, and ROI tracking.
Integrations include Salesforce, Hubspot, Oracle Eloqua, Microsoft Dynamics, Outreach, Salesloft, Uberlift, PathFactory, and Crossbeam.
Pros and cons
Pros:
- Revenue attribution is easy to set up and revenue dashboards are comprehensive.
- Features robust integrations with most CRMs.
- Supports cohesive 1:1 ABM campaigns across multiple channels including display, email, and more.
Cons:
- Visit WebsiteOpens new window
- Dashboard and report customization is limited.
- No campaign grouping available.
- Doesn’t track all relevant full-cycle sales rep actions.
Tofu is an AI-powered platform designed to help B2B marketing teams create hyper-personalized content across various channels. By automating the generation of marketing materials, Tofu enables your team to scale efforts and enhance engagement with target accounts.
Why I picked Tofu: I like Tofu's ability to generate 1:1 ABM micro-campaigns for tier 1 accounts. This feature allows you to create hyper-personalized content tailored to high-priority accounts, such as custom email sequences, web pages, and LinkedIn messaging. This level of customization ensures your outreach resonates deeply with key decision-makers, increasing the likelihood of engagement and conversion. Tofu also supports targeted lifecycle campaigns by persona, industry, and intent signals. By leveraging these filters, you can deliver highly relevant messages to your accounts at every stage of the customer journey.
Tofu Standout Features and Integrations
Features include content repurposing, personalized SDR campaigns, automated pre- and post-event workflows, case study generation from call recordings, targeted nurture campaigns, webinar creation, personalized sales decks, automated blog posts, and tailored ad campaigns.
Integrations include Hubspot, Marketo, Salesforce, Google Ads, LinkedIn Ads, Salesloft, Outreach, Clearbit, Bombora, and Cvent.
Pros and cons
Pros:
- Continuous feedback loop for content improvements
- Personalization features that allow for tailored campaigns
- Ability to repurpose content across various channels
Cons:
- Dependence on AI may limit creative control over content
- Potential learning curve due to feature richness
Other Account-Based Marketing Software
Here are a few more worthwhile options that didn’t make the Best Account-Based Marketing Software list, but might be the right fit for your needs:
- Adapt
For US sales intelligence on accounts
- PartnerStack
For targeted ABM via partnerships
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Selection Criteria for Account-Based Marketing Software
Selecting the right account-based marketing (ABM) software hinges on understanding its core functionalities and how these align with specific B2B marketing campaigns and customer relationship optimization needs. Through extensive personal trials and research, I've developed criteria that reflect the essential aspects of ABM software, ensuring they meet the diverse needs and pain points of software buyers.
Core account-based marketing software Functionality: 25% of total weighting score
- Targeting and segmenting high-value accounts
- Creating and managing personalized marketing campaigns
- Integrating seamlessly with CRM and other sales tools
- Tracking and analyzing engagement and campaign performance
- Aligning sales and marketing efforts toward targeted accounts
Additional Standout Features: 25% of total weighting score
- Identifying unique AI-driven insights for predicting account behavior not commonly found in other ABM platforms. Demandbase, for instance, leverages AI for predictive targeting.
- Offering advanced personalization engines that adapt content in real-time based on account activity, as seen in HubSpot.
- Providing comprehensive multi-channel engagement that spans digital and offline channels, similar to Terminus's approach.
- Showcasing sophisticated analytics and ROI tracking capabilities beyond basic performance metrics, akin to Engagio's detailed engagement analytics.
- Facilitating enhanced sales and marketing collaboration through shared dashboards and communication tools, exemplified by LeanData.
Usability: 10% of total weighting score
- A clean, intuitive interface that simplifies complex data analysis and campaign management tasks.
- Drag-and-drop functionalities for campaign design and execution.
- Easy navigation between different modules such as analytics, campaign management, and account targeting.
Onboarding: 10% of total weighting score
- Availability of comprehensive training materials, including videos, templates, and interactive product tours.
- Access to a dedicated customer success manager for personalized onboarding.
- Community forums or knowledge bases where users can learn best practices from peers.
Customer Support: 10% of total weighting score
- 24/7 live chat support for immediate assistance.
- A robust ticketing system for tracking and resolving issues.
- Regularly scheduled webinars to educate users on new features and best practices.
Value For Money: 10% of total weighting score
- Transparent pricing models that align with the features and scalability offered.
- Flexible plans that cater to businesses of different sizes and needs.
- Free trials or demos that allow users to assess the software's value before committing.
Customer Reviews: 10% of total weighting score
- High ratings for ease of use and customer support responsiveness.
- Positive feedback on the software's impact on marketing and sales alignment.
- Testimonials highlighting significant ROI and improved account engagement.
By adhering to these criteria, I ensure that the ABM software selected not only meets the foundational needs of B2B marketing professionals but also stands out for its innovative features, usability, and overall value. This approach helps software buyers make informed decisions that align with their strategic goals and operational requirements.
How to Choose Account-Based Marketing Software
With so many different account-based marketing software solutions available, it can be challenging to make decisions on what account-based marketing software is going to be the best fit for your needs. As you're shortlisting, trialing, and selecting account-based marketing software, consider the following:
- What problem are you trying to solve - Start by identifying the account-based marketing software feature gap you're trying to fill to clarify the features and functionality the account-based marketing software needs to provide.
- Who will need to use it - To evaluate cost and requirements, consider who will be using the software and how many licenses you'll need. You'll need to evaluate if it'll just be the marketing team or the whole organization that will require access. When that's clear, it's worth considering if you're prioritizing ease of use for all, or speed for your marketing software power users.
- What other tools it needs to work with - Clarify what tools you're replacing, what tools are staying, and the tools you'll need to integrate with, such as accounting, CRM, or HR software. You'll need to decide if the tools will need to integrate, or if you can replace multiple tools with one consolidated account-based marketing software.
- What outcomes are important - Consider what capability you want to gain, or what you want to improve, and how you will be measuring success. For example, an outcome could be the ability to get greater visibility into performance. You could compare account-based marketing software features until you’re blue in the face but if you aren’t thinking about the outcomes you want to drive, you could be wasting a lot of valuable time.
- How it would work within your organization - Consider the software selection alongside your workflows and delivery methodology. Evaluate what's working well, and the areas that are causing issues that need to be addressed. Remember every business is different — don’t assume that because a tool is popular that it'll work in your organization.
Trends in Account-Based Marketing Software for 2025
The software landscape, particularly in the realm of account-based management (ABM), will witness rapid evolution in 2025, driven by the need to more effectively target and engage high-value B2B accounts. A deep dive into the latest product updates, press releases, and release logs from leading ABM tools reveals key trends that are shaping the future of B2B account marketing.
- Advanced AI and Machine Learning Integration: AI and ML will be used for enhanced predictive analytics for targeting and personalization. Marketers can now engage with accounts more strategically, leveraging AI to tailor messaging and campaigns to the specific needs and potential of each account
- Comprehensive Multi-Channel Engagement Including Offline: This means seamless integration across digital and offline channels. This allows for a consistent and cohesive experience for targeted accounts, ensuring that marketers can reach their audience wherever they are.
- Enhanced Personalization and Dynamic Content: Customers respond better to deeply personalized marketing experiences. Such capabilities enable marketers to create highly relevant and engaging content that resonates with each target account, fostering stronger connections.
- Decline in Broad-Based Email Marketing: We're seeing a shift towards more targeted, personalized communication strategies. This reflects a broader trend towards personalization and strategic engagement, away from one-size-fits-all marketing tactics.
These trends highlight a shift towards more intelligent, integrated, and personalized ABM strategies, driven by advancements in technology and a deep understanding of the unique challenges in B2B marketing.
What Is Account-Based Marketing Software?
Account-based marketing (ABM) software is a specialized tool that helps B2B marketing and sales teams execute and manage ABM strategies targeted at specific, high-value customer accounts. These tools aid in identifying and targeting key accounts, personalize content to suit the unique needs of each account, and improve engagement.
Additonally, this software provides analytics and insights on account interactions, helping businesses tailor their approach, build stronger relationships, and drive sales with their most important clients.
Features of Account-Based Marketing Software
When selecting account-based marketing software, keep an eye out for the following key features:
- Lead account targeting: This feature lets you zero in on high-value accounts instead of wasting energy on a sea of unqualified leads. You can segment and prioritize your ideal customers, making your outreach smarter and more strategic.
- Personalized campaign management: With this, you can easily create personalized content, messages, and offers for each account or segment. Personalization like this means your campaigns are more likely to resonate with each contact, not just blast generic messages into the void.
- Multi-channel engagement: Run consistent outreach across channels like email, social media, and your website. An omni-channel strategy keeps your brand front and center, no matter how and where your audience interact with you.
- Sales and marketing alignment tools: Platforms with integrated tools for collaboration, deal tracking, and notifications help everyone stay on the same page so you can be more effective with the team you have.
- Account-based analytics and reporting: You’ll get detailed insights on which accounts are engaging with your campaigns and how. Clear reports show where you’re getting traction, where you’re stalling, and what you can tweak for better results.
- Workflow automation: Automate routine tasks like lead scoring, follow-up reminders, or campaign launches. This saves you time and ensures your outreach is consistent and timely—so you don’t accidentally ghost your hottest leads.
- CRM integration: Connect seamlessly with your existing CRM so account data, communication history, and notes stay up to date in one place. This is a lifesaver if you aren’t a fan of copy-pasting data or toggling between apps.
- Audience segmentation: Break down your audience into meaningful groups based on behavior, industry, company size, and more. This makes it simple to run laser-targeted campaigns, right down to the tiniest detail.
Common Account-Based Marketing Software AI Features
Beyond the standard account-based marketing software features listed above, many of these solutions are incorporating AI with features like:
- Chatbots for account engagement: Smart chatbots can handle conversations with account contacts, answer questions, schedule meetings, or route prospects to the right sales rep. It’s a scalable way to keep engagement high without burning out your team.
- Predictive account scoring: This uses AI to analyze data from your prospects and tell you which accounts are most likely to engage or convert. You can focus your time and budget where it matters most.
- Intent data analysis: AI-powered tech scans digital signals and online behavior to spot when a company is actively looking for solutions like yours, making it easier to reach out at just the right moment.
- Content personalization: AI creates or tailors content for individual accounts based on their preferences, activity, or industry. It’s like having a custom copywriter working 24/7 to boost your engagement rates.
- Automated campaign optimization: Machine learning monitors your ongoing campaigns, finds what’s working, and adjusts your messaging or targeting for better results.
Selecting the right ABM software requires a careful examination of these features to ensure they align with your business goals and capabilities.
Benefits of Account-Based Marketing Software
Account-based marketing (ABM) software is transforming how organizations approach their B2B marketing and sales strategies, focusing on high-value accounts with personalized campaigns. Here are five primary benefits of ABM software that highlight its value for users and organizations exploring potential software purchases:
- Enhanced Target Account Focus: ABM software enables businesses to zero in on high-value accounts with precision. This focus ensures marketing and sales efforts are concentrated where they can have the most impact, leading to higher conversion rates and more efficient use of resources.
- Increased Personalization: The ability to tailor content and campaigns to specific accounts. Personalization enhances the relevance of marketing efforts, significantly improving engagement rates and fostering stronger relationships with key accounts.
- Improved Sales and Marketing Alignment: ABM software fosters a unified approach between sales and marketing teams. This alignment ensures that both teams work towards common goals, using shared data and insights to inform strategies and drive account engagement.
- Greater ROI Measurement and Accountability: Provides detailed insights into the effectiveness of marketing campaigns. By clearly showing the return on investment for specific accounts and campaigns, ABM software helps organizations make data-driven decisions and adjust strategies for better outcomes.
- Streamlined Campaign Management: Offers tools for managing complex campaigns across multiple channels. This streamlining of campaign management saves time and resources, allowing marketing teams to launch, monitor, and adjust campaigns more efficiently.
Adopting ABM software presents a strategic advantage for organizations looking to deepen engagement with their most valuable accounts. For potential software buyers, understanding these benefits is crucial in making an informed decision that aligns with their business goals and enhances their marketing and sales performance.
Cost & Pricing for Account-Based Marketing Software
Picking the perfect account-based marketing (ABM) software plan isn't rocket science, but it's damn important. You want that sweet spot where you're not paying for bells and whistles you'll never use, but you're also not stuck with a glorified spreadsheet.
Here's the lowdown on what you can expect from each tier of account-based marketing software:
Plan Comparison Table for Account-Based Marketing Software
| Plan Type | Average Price | Common Features Included | Best For |
|---|---|---|---|
| Basic | $500-1000/mo | Target account identification, basic personalization, email marketing, CRM integration | Small businesses or teams new to ABM, looking to get started with core features |
| Professional | $1000-3000/mo | Enhanced personalization, multi-channel campaigns, advanced analytics, lead scoring | Mid-sized companies or growing teams ready to scale their ABM efforts |
| Enterprise | $3000-10000+/month | Custom integrations, dedicated support, AI-driven insights, account-based analytics | Large corporations or sophisticated marketing teams requiring advanced features and customization |
| Free | $0 | Limited target account identification, basic personalization, some CRM integration | Startups or small teams wanting to test ABM strategies before committing to a paid plan |
When considering ABM software, You've gotta match your business needs with the right feature set, or you'll end up with a Ferrari when all you needed was a reliable sedan (or vice versa).
The free option can be a good starting point for small businesses or those new to ABM, while larger organizations or those with more complex requirements may find more value in the Professional or Enterprise plans.
Here's the kicker: don't just think about what you need today. Pick a plan that's got room for your ABM strategies and program as it grows.
New & Noteworthy Product Updates
Below, you’ll find our release notes and take on the latest and greatest ABM software product updates. Discover what’s now possible through feature releases, improvements, and updates on web, desktop and mobile apps. Learn what’s new, if it’s hot—or not, and why it matters for account-based marketing strategy.
April 2024 Updates
These are the noteworthy updates from April.
Vainu Update Notes
In April 2024, Vainu introduced significant enhancements to its API, focusing on expanding the availability of new datasets and features. This update is aligned with Vainu's API-first philosophy, which emphasizes the importance of making proprietary data easily accessible through the API.
The update primarily enhances the functionality of Vainu's API by incorporating new datasets that are critical for users needing comprehensive and up-to-date business information. Additionally, the update includes various features designed to improve the ease of integration and the efficiency of data retrieval processes.
For Vainu's users, the upgraded API provides substantial value by facilitating more robust and flexible integrations with their existing systems, such as CRM platforms and other business intelligence tools. This means that users can automate more of their data-driven processes, enhance real-time decision-making, and ultimately drive more precise and effective business strategies.
Verdict: Hot! Interconnectivity between software and tools is essential to remain competitive as an ABM platform. All digital platforms should endeavor to expand in this area.
Marketo Update Notes
In April 2024, Adobe Marketo plans to release significant updates to its Interactive Webinars capabilities. These enhancements allow hosts and presenters to customize webinar titles and room names, and manually sync engagement data after events. The platform will also introduce templates for creating customized, branded webinar room layouts.
The ability to alter webinar titles and room settings enhances relevance for participants, while manual data syncing offers precise control over engagement analytics. The new templates ensure consistent, professional branding across webinar presentations.
The value of these enhancements lies in their ability to improve user experience and operational effectiveness during webinars. With greater customization options and better data handling, Marketo users can host more engaging and brand-cohesive webinars.
Verdict: Hot! Webinars are a great inbound marketing technique but it's hard to find the time/budget to manage them. Adobe Marketo users are now a step ahead!
March 2024 Updates
These are the noteworthy updates from March.
DemandBase Update Notes
In March 2024, Demandbase released an important update that significantly automates and enhances its analytical capabilities. The update introduced automatic retraining for Pipeline Predict and Qualification Scores, which are now set to update autonomously every three to six months, eliminating the need for manual recalibration.
The automation of the Pipeline Predict and Qualification Scores retraining process ensures that the scores always reflect the latest behavioral patterns and data insights without any manual intervention. This means that users can rely on consistently updated and accurate scoring to guide their sales prioritization and strategies.
These updates collectively offer significant value to Demandbase users by simplifying workflows, reducing the administrative burden, and ensuring that the data driving their account-based marketing strategies is both current and precise. Companies using Demandbase can now expect more reliable insights into their sales and marketing efforts.
Verdict: Not! While the improvements are great, this is stuff that other marketing lead generation tools have been doing for years!
HubSpot Update Notes
In March 2024, HubSpot introduced an innovative feature to its Marketing Hub, enhancing the functionality of its Ads tool with the AI Assistant for Engagement, Website Visit, and Lead Generation Ads. This new feature allows users to leverage artificial intelligence to craft ad copy directly within the HubSpot platform.
The AI Assistant for Ads simplifies the ad creation process by providing tools to generate, rewrite, expand, or shorten the ad copy. This flexibility allows marketers to quickly produce tailored content that aligns with their campaign objectives and audience preferences. The assistant not only drafts original ad copy based on the user’s prompts but also offers options to modify the generated text.
The value of this update to HubSpot users lies in its potential to streamline ad operations and enhance productivity. By automating the initial stages of ad copywriting, the AI Assistant significantly reduces the time and effort traditionally required to create compelling advertisements. Plus, the ability to instantly revise and adapt the AI-generated copy empowers marketers to maintain a high level of creativity and relevance in their ads.
Verdict: Hot! Being able to generate potential ad copy with AI in seconds will save a lot of marketers a lot of time.
February 2024 Updates
These are the noteworthy updates from February.
6sense Update Notes
In February 2024, 6sense introduced a significant enhancement to its suite of B2B marketing tools with the launch of the AI-Driven Data Consistency Tool. This innovative tool is designed to address common challenges faced by businesses in managing and integrating data across diverse platforms and systems.
The AI-Driven Data Consistency Tool functions by automating the synchronization of data across various platforms, which helps in minimizing the discrepancies that typically arise during data handling. By reducing errors and inconsistencies, this tool ensures that the data used across all systems is accurate and uniform.
The value of this tool to users lies in its ability to enhance the reliability and quality of data within an organization. For businesses, especially in the B2B sector, having consistent and error-free data is fundamental to making informed decisions, developing effective marketing strategies, and achieving operational efficiency.
Verdict: Hot! Data consistency is critical to harvesting good analytics from different marketing sources. The boost in brand consistency doesn't hurt, either.
Salesforce Marketing Cloud
In February 2024, Salesforce unveiled a significant addition to its suite of marketing tools with the launch of the Marketing Cloud Growth Edition. This new platform is specifically designed to cater to the needs of small and medium-sized businesses (SMBs) and is built on the advanced Einstein 1 platform.
The Marketing Cloud Growth Edition offers a comprehensive set of tools that enable the creation and management of multi-channel marketing campaigns, ensuring that SMBs have access to enterprise-level marketing capabilities. It leverages the power of Salesforce's Einstein 1 technology, which incorporates AI to enhance campaign effectiveness through smarter targeting and optimized resource allocation.
The value of the Marketing Cloud Growth Edition lies in its ability to democratize advanced marketing technologies for smaller businesses, which often struggle to compete with larger corporations that have deeper pockets and more extensive technical resources.
Verdict: Hot! Salesforce Marketing has long felt unattainable for small to mid-sized businesses, even if they know it's the right software to help them grow. The Marketing Cloud Growth Edition is the perfect fix.
Q4 2023 Updates
These are the noteworthy updates from Q4 2023.
Apollo.io Update Notes
In Q4 2023, Apollo announced a heafty 3.0 update. Apollo.io 3.0 represents a significant leap forward in the world of go-to-market (GTM) platforms. With cutting-edge technology and access to Apollo’s premium buyer database, this update promises to revolutionize how businesses approach sales and marketing.
At the core of Apollo.io 3.0 lies its advanced artificial intelligence capabilities. Machine learning algorithms analyze vast amounts of data, providing sales teams with actionable insights. From lead scoring to personalized outreach recommendations, the AI assists at every stage of the sales funnel. Apollo.io taps into its extensive premium buyer database, which includes detailed information about potential customers.
Whether it’s identifying warm leads, personalizing communication, or automating routine tasks, Apollo.io 3.0 ensures that every action counts. The platform also democratizes data; sales reps gain access to real-time insights, helping them make informed decisions.
Verdict: Not! Until I see it excel in action, this seems like basic functionality that other tools already have! I'll keep an eye on Apollo.io 3.0 and see if it delivers.
Frequently Asked Questions
Still not sure where to start with your ABM software buying journey? Here are some frequently asked questions to help you get going.
How do I measure ROI from ABM software?
What integrations should I prioritize when evaluating ABM platforms?
How do ABM tools support personalized multi-channel campaigns?
What data sources do ABM platforms use to identify in-market accounts?
What’s the best way to implement ABM software across sales and marketing teams?
Can ABM tools track and attribute offline conversions?
How do ABM platforms manage cross-channel marketing efforts?
Additional Account-Based Software Reviews
I've reviewed other account-based tools, as well. You might also want to check out:
- Account-Based Data Management Software
- B2B Marketing Software
- Marketing Account Intelligence Software
- Marketing CRM Software
Time to Pick Your ABM Software
There are many different approaches, budgets, and levels of commitment to account-based marketing, so no single platform can be right for everyone. Plus, ideally, you want a platform that integrates with your existing CRM and other key tools right out of the box.
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