18 Best Marketing Account Intelligence Software for B2B In 2024
10 Best Marketing Account Intelligence Software Shortlist
Here's my pick of the 10 best software from the 18 tools reviewed.
Our one-on-one guidance will help you find the perfect fit.
There are seemingly countless marketing account intelligence software solutions available, so figuring out which is best for you is tough. You know you want to gather and analyze data on customer behavior, preferences, and needs, enabling your team to tailor their approaches for maximum impact—but now need to figure out which tool is the best fit. I've got you! In this post, I make things simple, leveraging my experience as a marketing expert, using dozens of different marketing account intelligence tools, to bring you this shortlist of the best marketing account intelligence software overall.
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The Best Marketing Account Intelligence Software Summary
| Tools | Price | |
|---|---|---|
| HubSpot Marketing | From $800/month + $45/month for additional seats | Website |
| DiscoverOrg | Pricing upon request | Website |
| LeanData | No details | Website |
| Demandbase | Pricing upon request | Website |
| Bombora | Pricing upon request | Website |
| 6sense | Pricing upon request | Website |
| Lusha | From $29/month/user | Website |
| Terminus | Pricing upon request | Website |
| Triblio | Pricing upon request | Website |
| Kwanzoo | From $1,000/month, billed annually | Website |
Compare Software Specs Side by Side
Use our comparison chart to review and evaluate software specs side-by-side.
Compare SoftwareHow to Choose Marketing Account Intelligence Software
With so many different marketing account intelligence software available, it can be challenging to make decisions on what marketing account intelligence software is going to be the best fit for your needs.
As you're shortlisting, trialing, and selecting marketing account intelligence software, consider the following:
- What problem are you trying to solve - Start by identifying the marketing account intelligence feature gap you're trying to fill to clarify the features and functionality the marketing account intelligence 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 marketing account intelligence 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 marketing account intelligence 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 Marketing Account Intelligence Software Reviews
The following overviews will detail what makes them relevant to this list by providing more context of each tool, including their features, integrations, pros and cons, and a screenshot to show you how each system looks when using it.
HubSpot Marketing is a comprehensive CRM integration tool that offers a wide range of features such as marketing automation, sales, support, chat, and CRM integration, making it the best choice for businesses looking for a complete solution for their customer relationship management needs. It provides seamless integration with various software, live chat, and free forever options, making it a valuable tool for businesses looking for efficient customer relationship management.
Why I picked HubSpot Marketing: HubSpot Marketing offers a comprehensive suite of tools for marketing, sales, and customer service, making it stand out as an all-in-one solution. Its seamless integration with CRM systems allows for a holistic view of customer data and interactions, making it the best choice for comprehensive CRM integration. Additionally, its extensive features, user-friendly interface, and documentation also make it a top choice for businesses looking for a complete CRM solution.
HubSpot Marketing Standout Features and Integrations
Features include workflows and bot builders for creating automated campaigns, email and form automation to reduce manual tasks, and lead nurturing with email drip campaigns to move prospects down the sales funnel. HubSpot Marketing also offers SMS and in-product marketing, visual workflow customization, and automated lead scoring and follow-ups.
Integrations include a wide range of integrations with popular advertising, marketing, and email platforms, such as Google Ads, Facebook Ads, LinkedIn Ads, Instagram, Mailchimp, Constant Contact, Shopify and Magento.
Pros and cons
Pros:
- Multi-touch revenue attribution
- Predictive lead scoring
- A/B testing for smart content
Cons:
- Potential data export limitations
- Complex setup for automation processes
DiscoverOrg provides marketing teams with extensive human-verified data to guarantee updated and genuine information.
Why I picked DiscoverOrg: When working with intelligence of any kind, using accurate data is paramount. DiscoverOrg uses an in-house team to verify all the data every 90 days while researchers communicate with companies in its database daily. This means it eliminates incomplete, embellished, or outdated data and guarantees correct information.
DiscoverOrg Standout Features and Integrations
Features include significant data accuracy thanks to DiscoerOrg’s team refreshing their data; they also verify the contact information available through rigorous testing and validation procedures. When working in a B2B setting, DiscoverOrg offers organizational charts displaying actual reporting structures to ensure you only speak with decision-makers.
Integrations include native links with various tools, such as customer relationship management applications, to automate and append lead records. This includes connections with platforms such as Bullhorn, Eloqua, HubSpot, Marketo, Microsoft Dynamics, NetSuite, Outreach, Salesforce, Salesloft, Zoho, and other software options.
Pros and cons
Pros:
- Social media links for quick prospect research
- Up-to-date information
- Simple integration with Salesforce
Cons:
- Updates can slow the system down
- Some account limitations
LeanData can help marketing teams develop robust pipelines faster by ensuring every potential account receives the most suitable action.
Why I picked LeanData: The platform can help your marketing team transform intent signals and turn them into proper actions for every lead. With LeanData, you can move potential accounts along your customer journey faster and increase conversions. You can also use this intelligence to fix broken processes that are preventing you from delivering qualified accounts to your pipeline.
LeanData Standout Features and Integrations
Features include tools to help your team recognize and respond to intent signals across the buyer journey and engage with high-intent buyers. LeanData also helps marketing and sales teams work together to handle selling complexity and accelerate sales cycles.
Integrations include native connections with tools to help you eliminate rigid processes. These include links with systems such as 6sense, Clearbit, Cloudingo, Cognism, Crossbeam, Kronologic, Microsoft Teams, Outreach, Salesforce, Slack, and other software options.
Pros and cons
Pros:
- Top-notch certification class
- Effective visual interface
- Excellent customer support
Cons:
- Platform doesn’t auto-save work
- Steep learning curve
Demandbase enables marketing teams to create and manage ideal customer profiles and target account lists based on several parameters to create new audiences.
Why I picked Demandbase: When creating account-based marketing strategies, it’s beneficial to create ideal customer profiles to help you develop relevant audiences to target. I wanted to add Demandbase to this article because it provides account intelligence capabilities you can use to find new accounts when they’re looking for products or services like yours. Your sales team can also use this information to enhance and personalize interactions with these targets.
Demandbase Standout Features and Integrations
Features include measuring account engagement across the buyer journey to ensure that go-to-market programs provide leads when needed. Demandbase can help you find new upsell and cross-sell opportunities quicker and get ahead of competitive activity.
Integrations include applications such as Adobe Analytics, DataGrail, Drift, Google Analytics, HubSpot, Marketo, Optimizely, PathFactory, Salesforce, Slack, and other software options. Demandbase also provides an API that allows you to create custom integrations with your current toolset.
Pros and cons
Pros:
- Excellent customer support
- Aligns sales and marketing departments
- Highlights all customer intentions
Cons:
- No instant alerts
- User interface needs work
Bombora is an intent data platform that empowers marketing teams to identify and engage with potential customers.
Why I picked Bombora: I added Bombora to this list because it can help your marketing team focus on the best target accounts after analyzing behaviors. You can use Bombora’s information to get insights into which accounts are actively researching specific topics. Also, Bombora uses natural language processing to organize intent data making it easier to locate relevant accounts to focus on.
Bombora Standout Features and Integrations
Features include tools to help you know which messages will connect with your target accounts by specifying their research content, allowing you to customize your content to match their interests. Bombora also provides features to help you reduce customer churn by picking up on when accounts research other solutions and alerting you before they leave.
Integrations include connections with the tools you’re likely using to help make them better and more effective. Tools such as 6sense, Cognism, Demandbase, HubSpot, Marketo, Outreach, RollWorks, Salesforce, SalesIntel, Terminus, and other software options integrate well with Bombora.
Pros and cons
Pros:
- User-friendly interface
- Easy to use
- Provide target account scores
Cons:
- Reports can be complex
- Doesn’t support importing contact information
6sense can help marketing teams collect helpful insights into buyer behavior to help personalize outreach efforts.
Why I picked 6sense: The platform provides in-depth intent-based data and robust insights to help you develop personalized outreach campaigns. 6sense offers tools to help highlight buyer research, allowing you to understand what prospects want and engage them most effectively. With 6sense, you can deliver consistent marketing experiences that scale and evolve as prospects move through sales funnels.
6sense Standout Features and Integrations
Features include tools to help you orchestrate entire account-based marketing campaigns, such as account identification, data enrichment, and audience-building capabilities. 6sense also allows you to use predictive analytics tools to predict where buyers are in their journeys, so your team can focus on those likely to buy.
Integrations include native connections with the technology you’re most likely using to operate your business. These include Bombora, Bound, Clari, Eloqua, Folloze, Hubspot CRM, LeanData, Marketo, Salesforce, Salesloft, and other software options.
Pros and cons
Pros:
- Excellent support team
- Efficient onboarding process
- Significant amount of data
Cons:
- Needs more customization options
- Steep learning curve
Lusha helps B2B marketers establish authentic connections with leads, contacts, and candidates with third-party data to enrich and verify business profiles.
Why I picked Lusha: Third-party data is a significant factor in marketing account intelligence; it consists of using data from another source to help you find specific information regarding relevant potential accounts and leads. For this reason, I chose to add Lusha to this list because the platform is a data enrichment tool that will help you find accurate contact information for your business targets. Lusha’s database includes information such as email addresses, company details, and phone numbers which you can use to build ideal customer profiles.
Lusha Standout Features and Integrations
Features include tools to help you discover which companies are looking for the solutions you provide and allow you to connect with the best decision-makers. Lusha also provides B2B prospecting tools that offer a library of the best decision-makers.
Integrations include the ability to connect Lusha with your current toolset to save your teams from switching systems and work in a centralized area, such as Bullhorn, Gmail, HubSpot, Microsoft Dynamics, Outlook, Outreach, Pipedrive, Salesforce, Salesloft, and Zoho. You can also use Lusha’s API or a paid Zapier account to create custom integrations with your current tools.
Pros and cons
Pros:
- Convenient Google Chrome extension
- Accurate, updated contact information
- Intuitive user interface
Cons:
- Pricing can add up depending on usage
- Doesn’t provide many credits each month
Terminus uses innovative features to help marketing teams find and engage their next best customer.
Why I picked Terminus: One significant reason for using marketing account intelligence is to find your next best customer, so I started this list with Terminus to help you achieve this goal. Terminus provides comprehensive capabilities to help you identify, target, and engage with your next best accounts. It allows you to leverage the tool’s web personalization feature to create web experiences based on account data and intent signals.
Terminus Standout Features and Integrations
Features include the ability to show customers’ in-market buying signals you can use to get control of crucial conversations and milestones via campaign mapping. Terminus also helps you build brand awareness to get potential accounts familiar with your brand.
Integrations include connections with critical tech stack components to leverage your data from these systems. These connections include tools such as Crossbeam, Eloqua, HubSpot, Marketo, Microsoft Dynamics 365, Outreach, PathFactory, Salesforce, Salesloft, Slack, and other software options.
Pros and cons
Pros:
- Quickly targets genuine business targets
- Tracks visitors’ actions
- Segments as much data as necessary
Cons:
- Steep learning curve
- Reporting is complex
Triblio provides significant intent signal data to help organizations understand how accounts make buying decisions so they can act on them.
Why I picked Triblio: Intent data is a major function in marketing account intelligence, which is what I believe makes Triblio stand out among the rest of the options available. With Triblio, you can monitor online and offline behaviors in a centralized view to stop guessing what will happen and target suitable potential leads. The platform uses data such as social interactions and online research to give your teams an understanding of whom to target in future campaigns.
Triblio Standout Features and Integrations
Features include account-based advertising tools that help you reach high-value deals and track prospects’ and customers’ engagement. The software’s account analytics capabilities can enable you to visualize conversions across the buying journey.
Integrations include connections with critical parts of your organization and tech stack to effectively pass along data. These include Adobe Analytics, Apollo, Bombora, Eloqua, HubSpot CRM, LeadSift, Marketo, Salesforce, Salesloft, SugarCRM, and other software options.
Pros and cons
Pros:
- Comprehensive audience-building tools
- Responsive customer service
- Simple integration setup
Cons:
- Slow load times
- System logs users out when idling for too long
Kwanzoo enables marketing teams to go beyond traditional marketing strategies by helping them engage with target accounts.
Why I picked Kwanzoo: The platform can help you increase demand with your business when implementing account-based omnichannel strategies. With Kwanzoo, you can tie specific digital ads and retargeting campaigns to account-based engagement. You can use this engagement data to discover your best-qualified accounts and prioritize them for sales teams.
Kwanzoo Standout Features and Integrations
Features include mapping out target markets, competitive landscapes, and initiatives customized to your business and allowing you to generate the right intent accounts. Kwanzoo also provides unified account resolution that offers accurate information you can use to pursue accounts that show the most engagement.
Integrations include connections with some of the top marketing and operational systems typically used by businesses. These include integrations with applications such as Bombora, Drift, Eloqua, Google Analytics, GoTo Webinar, LiveRamp, Marketo, Oracle CRM on Demand, Oracle Marketing, Salesforce, and other software options.
Pros and cons
Pros:
- User-friendly interface
- Tracks customers’ commitments
- Vendor works with customers to ensure growth
Cons:
- Some system uptime issues
- Lack of tutorials
Other Marketing Account Intelligence Software
Here are other marketing account intelligence tools that didn’t make the main list but are worth some consideration.
- TechTarget Priority Engine
For connecting with the most engaged accounts
- Full Circle Insights
For monitoring trend data
- RollWorks
For machine learning algorithms
- Anaplan
For contextualizing data
- Twilio Segment
Customer data platform
- Infer
For developing predictive models
- Leadspace
For validating huge volumes of data
- Apollo.io
All-in-one intelligence platform
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Selection Criteria For Marketing Account Intelligence Software
Selecting the right marketing account intelligence software involves a careful evaluation of what they have to offer. Through extensive personal trials and research, I've developed criteria to guide software buyers towards making an informed decision.
Core Marketing Account Intelligence Software Functionality: 25% of total weighting score
- Comprehensive account profiling: Detailed insights into business activities and key decision-makers.
- Sales trigger events: Notifications about significant changes or events within target accounts.
- Industry and market insights: Analysis of trends affecting specific industries and markets.
- Contact data accuracy: Up-to-date and accurate contact information for key account stakeholders.
- Integration with CRM and marketing platforms: Seamless data flow between account intelligence software and other sales and marketing tools.
Additional Standout Features: 25% of total weighting score
- Predictive analytics: Advanced algorithms that forecast potential account movements or opportunities.
- AI-driven recommendation engine: Suggestions for the next best action or personalized engagement strategies.
- Real-time updates: Immediate notifications and data refreshes to keep account information current.
- Social media insights: Analysis of social media activity to gauge account interest and sentiment.
- Account risk scoring: Evaluation of accounts based on potential risks or challenges to prioritize efforts.
Usability: 10% of total weighting score
- Intuitive user interface: A clean, straightforward design that facilitates easy navigation and data interpretation.
- Customizable dashboards: Ability to tailor the information display to match user preferences and priorities.
- Mobile accessibility: Full functionality available on mobile devices for on-the-go account monitoring.
Onboarding: 10% of total weighting score
- Step-by-step guides: Clear instructions to help new users familiarize themselves with the software quickly.
- Interactive tutorials: Hands-on learning experiences to understand the software's capabilities.
- Supportive resources: Availability of training videos, templates, and product tours to enhance user competence.
Customer Support: 10% of total weighting score
- Responsive helpdesk: Timely and helpful responses across multiple channels, including live chat and email.
- Knowledgeable support team: Experts capable of addressing complex queries and providing practical solutions.
- Community forums: A platform for users to share experiences, tips, and best practices.
Value For Money: 10% of total weighting score
- Transparent pricing: Clear, upfront details about costs, with no hidden fees.
- Scalable plans: Options that accommodate growing businesses and expanding needs without excessive price jumps.
- Free trial or demo: Opportunity to test the software's features before making a financial commitment.
Customer Reviews: 10% of total weighting score
- Positive user feedback: High satisfaction ratings for usability, customer support, and overall value.
- Success stories: Accounts of how businesses have leveraged the software to improve their marketing and sales strategies.
- Constructive critiques: Balanced reviews that highlight both strengths and areas for improvement, offering a realistic view of the software's performance.
The right software should not only provide deep insights into your target accounts but also integrate seamlessly with your existing tools, be user-friendly, and offer exceptional value and support as your business grows.
Trends in Marketing Account Intelligence Software for 2024
Here are some trends I’ve noticed for marketing account intelligence technology, plus what they might mean for the future of the marketing industry. I sourced countless product updates, press releases, and release logs to tease out the most important insights.
- Integration with Advanced AI and Machine Learning: The most rapidly evolving feature in marketing account intelligence software is the integration of advanced AI and machine learning algorithms. These technologies are empowering businesses with predictive analytics, enabling them to forecast potential customer behaviors and market trends with remarkable accuracy. This shift towards predictive modeling addresses the need for proactive marketing strategies that anticipate changes in customer behavior and market dynamics.
- Enhanced Data Visualization Tools: There's a growing emphasis on sophisticated data visualization tools within these platforms. Interactive dashboards and real-time reporting features are becoming more prevalent, allowing users to easily interpret complex data sets and derive actionable insights. This trend caters to the demand for more intuitive data analysis capabilities that can turn vast amounts of data into clear, strategic insights without requiring deep technical expertise.
- Comprehensive Integration Capabilities: The ability to seamlessly integrate with a wide array of other marketing tools and platforms (such as CRM systems, email marketing software, and social media analytics tools) is increasingly important. This functionality facilitates a more unified and efficient workflow, addressing the challenge of managing multiple disparate systems and the need for a holistic view of marketing data.
- Focus on Account-Based Marketing (ABM) Features: There's a notable trend towards features that specifically support account-based marketing strategies. Tools are evolving to offer more detailed account insights, personalized engagement strategies, and targeted campaign planning capabilities. This development is in response to the growing adoption of ABM approaches by businesses seeking to tailor their marketing efforts more precisely to individual accounts.
- Privacy and Compliance Tools: As data privacy regulations become more stringent globally, features that help businesses comply with these regulations are in high demand. Marketing account intelligence software is incorporating more robust privacy controls and compliance management tools, ensuring that users can navigate the complex landscape of data privacy with ease.
These trends in marketing account intelligence software reflect a broader shift towards more personalized, data-driven marketing strategies that leverage the latest technological advancements to provide deep insights into target accounts and potential customers.
What Is Marketing Account Intelligence Software?
Marketing account intelligence software is a tool that aids businesses in understanding and targeting their B2B customers more effectively. The purpose is to gather and analyze data on potential and current client accounts, providing insights into their behaviors, needs, and decision-making processes. Its key function is to enable personalized and strategic marketing efforts, enhancing engagement with high-value accounts and driving sales growth through informed, data-driven strategies.
Features of Marketing Account Intelligence Software
When searching for marketing account intelligence software to add to this list, I looked for features that align with typical business goals. The following are some of the key features I considered when evaluating the marketing account intelligence software for this article:
- Account Segmentation: Segmenting target accounts based on various criteria, such as industry, revenue, or size, is essential for creating tailored campaigns that will resonate with target audiences.
- Multi-Channel Targeting: Marketing account intelligence tools with a multi-channel approach allow you to gather relevant information from target accounts across multiple channels, such as social media, email, and digital advertising, ensuring a consistent message reaches your target accounts wherever they are.
- Analytics and Reporting: Intelligence requires ongoing measurement and optimization through robust analytics and reporting capabilities, allowing you to monitor account-based marketing campaigns’ performance.
- Account Scoring: Assigning scores based on various factors, such as intent data, engagement level, and fit, allows you to prioritize accounts based on conversion likelihood.
- Sales Enablement: Marketing account intelligence is beneficial to sales teams because the information and content these tools provide will help them close sales.
Benefits of Marketing Account Intelligence Software
Marketing account intelligence software has become an indispensable tool for businesses aiming to sharpen their competitive edge and deepen their understanding of target markets and accounts. Here are five primary benefits that marketing account intelligence software provides to its users and organizations:
- Enhanced Target Account Insight: Delivers deep insights into target accounts' needs, behaviors, and decision-making processes. This software enables businesses to tailor their marketing and sales strategies more effectively, ensuring that they are addressing the specific needs and pain points of their most valuable accounts.
- Streamlined Lead Generation and Qualification: Automates the process of identifying and qualifying leads, saving time and resources. By providing detailed information on potential leads, marketing account intelligence software helps businesses focus their efforts on prospects with the highest conversion potential, thereby increasing efficiency and ROI.
- Competitive Intelligence Gathering: Offers comprehensive insights into competitors’ strategies and performance. This benefit allows companies to benchmark their performance against that of their competitors, identify gaps in their own strategies, and uncover opportunities for differentiation and competitive advantage.
- Improved Sales Alignment: Facilitates better alignment between marketing and sales teams. With access to shared insights and data, both teams can work together more effectively, ensuring that marketing efforts are closely aligned with sales objectives and targets, leading to improved conversion rates and customer acquisition.
- Data-Driven Decision Making: Empowers organizations to make informed decisions based on real-time data and analytics. Marketing account intelligence software provides actionable insights that help businesses optimize their marketing strategies, allocate resources more efficiently, and achieve better outcomes based on a solid understanding of market dynamics and account behavior.
Marketing account intelligence software equips businesses with the tools they need to navigate the complexities of modern marketing landscapes more effectively.
Cost & Pricing for Marketing Account Intelligence Software
Choosing the right plan for your marketing account intelligence software is a critical step towards harnessing the full potential of digital marketing insights and analytics. Here's a breakdown of the common plan options and their pricing to help you navigate your choices.
Plan Comparison Table for Marketing Account Intelligence Software
| Plan Type | Average Price | Common Features Included |
|---|---|---|
| Starter | $0 - $100 per month | - Basic account insights - Limited lead scoring - Email support |
| Professional | $100 - $500 per month | - Enhanced account insights - Advanced lead scoring - CRM integration - Phone and email support |
| Enterprise | $500 - $2000+ per month | - Comprehensive account insights - Custom lead scoring options - API access - Dedicated account manager - 24/7 support |
| Free | $0 | - Basic functionality - Access to limited insights - Community support |
Opting for a plan that matches your current needs while offering the flexibility to scale up as your business grows can ensure you get the most value from your investment.
Frequently Asked Questions
You might have some questions about marketing account intelligence software during your search for a new tool. Luckily, other people also have frequently asked questions about these systems, so I added them to this article along with some answers to help.
What is account-based marketing intelligence?
Account-based marketing intelligence is the combination of first and third-party data that artificial intelligence transforms into insights that empower marketing teams to understand accounts and leads better. Marketing teams can also use this information to create targeted pitches and convert potential prospects into loyal customers. Having clean and robust data from an account-based marketing intelligence tool is crucial because it helps everyone understand your targets, their intentions, what interests them, and when they’re likely to buy.
Additional Marketing Software Reviews
Intelligence gathering is a significant aspect of account-based marketing, but this type of strategy has other functions to consider handling with specified software. Here are other account-based marketing software evaluations to efficiently help you manage these functions:
Account-Based Marketing Software
- Account-Based Marketing Software
- Marketing Account Intelligence Software
- Marketing CRM Software
- Inbound Marketing Tools
- B2B Marketing Software
The Takeaway
As the name suggests, marketing account intelligence is about giving you insights into your target accounts. With any of the tools I listed in this article, you can quickly learn everything you need regarding potential customers. When deciding which application to use, consider the ones that meet your specific requirements. You can do this by signing up for free trials, plans, or demos to see the platform in action before making any financial commitments.
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