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There are so many different account based marketing software solutions that making a shortlist of the best can be tricky. You want to personalize your marketing efforts, tailoring content and campaigns to meet the unique needs and interests of each selected account—and now need the right tool for your business and team. I've got you covered! In this post, I share from my personal experience using many different ABM platforms, and share my picks of the best account based marketing software overall.

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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'll 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 together, or alternatively, if you can replace multiple tools with one consolidated account-based marketing software.
  • What outcomes are important - Consider the result that the software needs to deliver to be considered a success. 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.

Best Account-Based Marketing Software Reviews

Below you can find my hand-picked top 12 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.

Best for account intelligence on European companies

  • Free trial for a short period
  • From €4,200 per year, while the global plan costs €12,000 per year (no monthly plans available)
Visit Website
Rating: 4.6/5

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:

  • Triggers can help guide your campaign in real time.
  • Easy to identify target accounts with multi-variable search.
  • Great data set for Nordic countries.

Cons:

  • Company information is less accurate and expansive for US companies.
  • The global plan costs more than some competitors with lackluster features.
  • Key decision-maker data is only available for Finland & Sweden.

Best platform for AI modeling based on intent da

  • No free trial is currently available
  • Pricing upon request
Visit Website
Rating: 4.4/5

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.

Best for ABM advertising

  • Free demo available
  • Pricing upon request
Visit Website
Rating: 4.3/5

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).

Best ABM and CRM combination

  • 30-day free trial with no credit card required
  • Pricing upon request

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.

Best for US sales intelligence on accounts

  • Freemium plan with 20 monthly credits available
  • From $25 per month*. (Only annual billing available.)

Adapt is a B2B contact and company database provider with solid accuracy‌ — ‌especially when it comes to US companies.

Why I picked Adapt: Instead of having to do target account and contact research separately, you can do both with a reliable dataset in Adapt.

Adapt Standout Features and Integrations

Features include company and contact databases, multivariable search, contact enrichment, internationalization, and lead analysis.

Integrations include Salesforce, Microsoft Dynamics, Hubspot, Zoho CRM, Outreach, Salesgear, Marketo, and Oracle Eloqua.

Pros and cons

Pros:

  • Both email and phone numbers.
  • Supports local prospecting with state and regional options.
  • Over 25 million companies and 61 million contacts.

Cons:

  • No context for levels of engagement with the account or even specific contacts.
  • Not clear which contacts you’ve already put on a list.
  • Annual contact limits are quite low for cheaper plans.

Best for campaign-market alignment

  • Pricing Upon Request

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.

Best for managing content throughout the entire sales funnel

  • Pricing Upon Request

Uberflip isn't just a digital content experience platform — it also has a comprehensive website analytics suite that's suitable for ABM campaigns.

Why I picked Uberflip: While many ABM platforms offer some level of content personalization features, the interfaces are often dated, clunky, and not that easy to use. If your campaign priority is purely digital channels, Uberflip gives you the ability to easily create, manage, and track personalized content for all your accounts.

Uberflip Standout Features and Integrations

Features include content personalization, website analytics, engagement tracking, content management, and ROI reporting.

Integrations include Salesforce, Salesforce Pardot, Hubspot, Mailchimp, and Optimizely.

Pros and cons

Pros:

  • Plenty of CRM integrations.
  • Native website analytics help you track account interactions and ROI.
  • User interface is very easy to understand and master.

Cons:

  • Limited customization available for reporting and processes.
  • Not all integrations are equally robust.
  • Limited content format options (PDF, blog posts, video).

Best for large teams

  • Free demo available
  • Pricing Upon Request

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.

Best for easy revenue attribution

  • Pricing Upon Request

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.

Best for email-focused B2B sales teams

  • Offers a freemium plan with up to 50 contact
  • From $49 per month ($39 billed annually)

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.

The Best Account-Based Marketing Software Summary

Tools Price
Vainu From €4,200 per year, while the global plan costs €12,000 per year (no monthly plans available)
6sense Pricing upon request
DemandBase Pricing upon request
Salesforce Marketing Cloud Pricing upon request
Adapt From $25 per month*. (Only annual billing available.)
RollWorks Pricing Upon Request
Uberflip Pricing Upon Request
Marketo Engage Pricing Upon Request
Terminus Pricing Upon Request
Apollo.io From $49 per month ($39 billed annually)
Preview Image - <h2 class="c-block__title b-summary-table__title c-listicle__title h3" > Compare Software Specs Side by Side</h2>

Compare Software Specs Side by Side

Use our comparison chart to review and evaluate software specs side-by-side.

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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:

  1. Alyce

    Best for sending mail and goodies to key accounts at scale

  2. HubSpot ABM

    Best for growing teams

  3. Cognism

    Best sales intelligence for startups

  4. LeanData

    Best for ensuring the right leads goes to the right sales rep automatically

  5. Sendoso

    Best for direct mail campaigns beyond gifting

  6. Oracle Eloqua

    Most powerful marketing automation features

  7. Foundry Intent

    Best for tracking and acting on intent data

  8. Metadata.io

    Best for running more targeted ABM campaigns on social

  9. Leadfeeder

    Best for identifying leads based on website visits

  10. Reachdesk

    Easiest corporate gifting platform to get started with

If you still haven't found what you're looking for here, check out these tools closely related to ABM software that we've tested and evaluated.

Graph showing the top ABM-related challenges of B2B marketers in 2022. (Data Source)

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 towards 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.

The software landscape, particularly in the realm of account-based management (ABM), is witnessing rapid evolution in 2024, 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 designed for executing and managing marketing strategies focused on specific, high-value customer accounts. The purpose is to facilitate the identification and targeting of key accounts, personalizes marketing campaigns to suit the unique needs of each account, and aligns marketing and sales efforts for more effective engagement.

This software provides analytics and insights on account interactions, helping businesses to tailor their approach, build stronger relationships, and drive sales with their most important clients.

Features of Account-Based Management Software

When selecting ABM software, it's crucial to focus on features that enhance alignment between marketing and sales, personalize interactions, and measure success accurately. Here are the most important features to look for:

  1. Target Account Identification: This feature enables precise selection of high-value accounts. It's essential for focusing efforts on accounts with the highest potential for revenue, ensuring resources are allocated efficiently.
  2. Personalized Campaign Management: Allows for the creation of customized marketing campaigns. Personalization is key to resonating with target accounts, making them feel understood and valued.
  3. Content Customization Tools: These tools enable the tailoring of content to meet the specific needs and interests of each account. Customized content significantly increases engagement and conversion rates.
  4. Sales and Marketing Alignment: Facilitates seamless collaboration between sales and marketing teams. This alignment is crucial for a unified approach to account engagement, ensuring consistent messaging and strategies.
  5. Account-Based Analytics: Offers insights into account engagement and campaign performance. Analytics are vital for understanding how well strategies are working and where adjustments are needed.
  6. CRM Integration: Ensures ABM software works in tandem with existing CRM systems. Integration streamlines data management and maintains continuity in customer relationships.
  7. Lead Scoring and Prioritization: Helps identify and prioritize the most promising leads within target accounts. Effective lead management directs attention to opportunities with the highest potential for conversion.
  8. Multi-Channel Engagement: Supports marketing efforts across various channels. A multi-channel approach is necessary to reach accounts where they are most active, enhancing visibility and engagement.
  9. Real-Time Alerts and Notifications: Keeps teams informed about account activities and engagement. Timely alerts enable quick responses to account actions, fostering opportunities for deeper engagement.
  10. ROI Measurement: Tracks the return on investment of ABM campaigns. Measuring ROI is critical for evaluating the financial impact of ABM efforts and guiding future investment decisions.

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:

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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


Selecting the right account-based marketing (ABM) software is a critical decision for businesses aiming to enhance their B2B marketing strategies. For software buyers new to ABM software, understanding these options is key to choosing a solution that meets their needs without overspending. Here's a breakdown of typical plan options and their pricing:

Plan Comparison Table for Account-Based Marketing Software

Plan TypeAverage PriceCommon Features Included
Basic$500 - $1,000/monthTarget account identification, basic personalization, email marketing, CRM integration
Professional$1,000 - $3,000/monthEnhanced personalization, multi-channel campaigns, advanced analytics, lead scoring
Enterprise$3,000 - $10,000+/monthCustom integrations, dedicated support, AI-driven insights, account-based analytics
Free$0Limited target account identification, basic personalization, some CRM integration

When considering ABM software, it's important to assess the specific needs of your business and how each plan's features align with those needs. 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.

Remember, the goal is to choose a plan that not only fits your current needs but also offers room for growth as your ABM strategies evolve.

Frequently Asked Questions

Below, I answer some of the most commonly asked questions about the topic of ABM software.

Additional Account-Based Software Reviews

I've reviewed other account-based tools, as well. You might also want to check out:

Conclusion

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.

For more hand-picked marketing software recommendations and expert tips, sign up for The CMO Club newsletter.

By Stephanie Hood

Stephanie Hood is an experienced marketing professional and Editor of The CMO. With nearly a decade spent as Marketing Manager at Discover Holidays and Executive Editor at VIVA Lifestyle & Travel, she built her career leading editorial and marketing teams and strategies that turn six-figure budgets into seven-figure profits. She now enjoys connecting with the world's top executives to learn their secrets to business success, and shares those insights right here with her community of like-minded professionals. Curious what she’s uncovered? Be sure to sign up for The CMO newsletter.