Best Marketing Account Intelligence Software Shortlist
Based on my experience, I created the following shortlist of some of the best marketing account intelligence software.
- Terminus - Best for identifying the next best customer
- 6sense - Best for personalizing outreach
- Demandbase - Best for audience creation
- Triblio - Best for intent signals
- Kwanzoo - Best for account engagement
- Lusha - Best for third-party data
- TechTarget Priority Engine - Best for connecting with the most engaged accounts
- Bombora - Best for prioritizing target accounts
- RollWorks - Best for machine learning algorithms
- LeanData - Best for ensuring action on every lead
- DiscoverOrg - Best for verified data
- Full Circle Insights - Best for monitoring trend data
Marketing account intelligence software is a crucial tool for digital marketers because it helps them improve campaign performance by tracking ROI, measuring the impact of their efforts, and creating better content. With the right information at your fingertips, you will have a better understanding of who your audience is and what they respond to, making your teams look like superheroes as they use this data to enhance your marketing strategies. The real challenge lies in finding the right marketing account intelligence tools because there are a significant number of options available in today’s market. So, I’m here to help eliminate this challenge by spending dozens of hours researching the top choices I could get my hands on so you don’t have to.
What Is Marketing Account Intelligence Software?
Marketing account intelligence software is a tool that will help your marketing team target specific accounts and analyze lead conversion rates. This information empowers marketing professionals to make the best possible marketing decisions. Marketing account intelligence platforms will improve your campaigns across all stages and help you identify opportunities to develop relationships with key accounts and increase revenue.
Overviews of the 12 Best Marketing Account Intelligence Software
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.
1. Terminus - Best for identifying the next best customer
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.
Pricing: Pricing upon request.
Free Trial: Free demo available.
Pros
- Segments as much data as necessary
- Tracks visitors’ actions
- Quickly targets genuine business targets
Cons
- Reporting is complex
- Steep learning curve
2. 6sense - Best for personalizing outreach
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.
Pricing: Pricing upon request.
Free Trial: Free demo available.
Pros
- Significant amount of data
- Efficient onboarding process
- Excellent support team
Cons
- Steep learning curve
- Needs more customization options
3. Demandbase - Best for audience creation
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.
Pricing: Pricing upon request.
Free Trial: Free demo available.
Pros
- Highlights all customer intentions
- Aligns sales and marketing departments
- Excellent customer support
Cons
- User interface needs work
- No instant alerts
4. Triblio - Best for intent signals
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.
Pricing: Pricing upon request.
Free Trial: Free demo available.
Pros
- Simple integration setup
- Responsive customer service
- Comprehensive audience-building tools
Cons
- System logs users out when idling for too long
- Slow load times
5. Kwanzoo - Best for account engagement
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.
Pricing: From $1,000/month, billed annually.
Free Trial: Free demo available.
Pros
- Vendor works with customers to ensure growth
- Tracks customers’ commitments
- User-friendly interface
Cons
- Lack of tutorials
- Some system uptime issues
6. Lusha - Best for third-party data
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.
Pricing: From $29/user/month.
Free Trial: Free plan available.
Pros
- Intuitive user interface
- Accurate, updated contact information
- Convenient Google Chrome extension
Cons
- Doesn’t provide many credits each month
- Pricing can add up depending on usage
7. TechTarget Priority Engine - Best for connecting with the most engaged accounts
TechTarget Priority Engine helps marketers rank accounts based on purchase intent, engagement, and alignment with their solutions to help improve account-based marketing performance.
Why I picked TechTarget Priority Engine: The platform helps your marketing team improve performance by allowing you to connect with the most engaged accounts. TechTarget Priority Engine provides valuable insights about your most active accounts and offers official contact information as well as opt-in or opt-out status. The software also helps you understand the topics your key accounts are searching online, their engagement patterns, and content consumption.
TechTarget Priority Engine Standout Features and Integrations
Features include the ability to measure the success of account-based marketing campaigns and communicate them to key stakeholders. TechTarget Priority engine also simplifies the process of finding the best contacts for B2B accounts by connecting you with known buying team members.
Integrations include connections with popular CRMs and marketing tools to enhance performance across your marketing department. These include native connections with tools like Eloqua, HubSpot CRM, HubSpot Marketing Hub, Marketo, Pardot, and Salesforce.
Pricing: Pricing upon request.
Free Trial: Free demo available.
Pros
- Quickly highlights account engagement
- Provides visibility into current prospects’ research
- Simple user interface
Cons
- Needs more intent data
- Exporting data is complex
8. Bombora - Best for prioritizing target accounts
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.
Pricing: Pricing upon request.
Free Trial: Free demo available.
Pros
- Provide target account scores
- Easy to use
- User-friendly interface
Cons
- Doesn’t support importing contact information
- Reports can be complex
9. RollWorks - Best for machine learning algorithms
RollWorks uses machine learning algorithms to provide predictive analytics that helps marketing teams score target account lists according to which are likely to close.
Why I picked RollWorks: What I believe makes RollWorks a relevant addition to this list is its proprietary data source and machine learning algorithms that will help you identify relevant target accounts. The platform uses account scoring to quickly help you discover high-value accounts based on intent signals and fit. RollWorks also uses machine learning capabilities to help you locate new accounts matching your ideal customer profile.
RollWorks Standout Features and Integrations
Features include capabilities that allow you to engage high-fitting accounts via cross-channel account-based marketing campaigns. RollWorks also offers tools that help you measure your account-based marketing campaigns’ performance, allowing you to see what’s working.
Integrations include connections with standard tools used by many marketing teams, such as Bombora, Crossbeam, HubSpot Marketing Hub, Marketo, Opensense, Salesforce, and Wufoo. With a paid Zapier account, you can create custom integrations between RollWorks and your current systems.
Pricing: Pricing upon request.
Free Trial: Free demo available.
Pros
- Targets high-value accounts
- Easy to use
- Robust measurement and reporting
Cons
- Complex for smaller businesses
- Not many integration options
10. LeanData - Best for ensuring action on every lead
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.
Pricing: From $39/user/month.
Free Trial: Free demo available.
Pros
- Excellent customer support
- Effective visual interface
- Top-notch certification class
Cons
- Steep learning curve
- Platform doesn’t auto-save work
11. DiscoverOrg - Best for verified data
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.
Pricing: Pricing upon request.
Free Trial: Free trial available.
Pros
- Simple integration with Salesforce
- Up-to-date information
- Social media links for quick prospect research
Cons
- Some account limitations
- Updates can slow the system down
12. Full Circle Insights - Best for monitoring trend data
Full Circle Insights stores, tracks, and leverages historical data to help marketing teams observe trends over time and optimize future strategies.
Why I picked Full Circle Insights: The platform empowers your marketing team to define and track account-based marketing trends. Full Circle Insights allows you to get comprehension into target accounts’ engagement levels with your marketing. As a result, you’ll be able to identify which campaigns perform best and which to either optimize or eliminate,
Full Circle Insights Standout Features and Integrations
Features include target marketing account engagement capabilities, helping you align marketing and sales teams with a single source of truth. Full Circle Insights can also help you measure pipeline speed, helping you see how long it takes for accounts to move through your funnel, accurately predict revenue streams, and identify bottlenecks.
Integrations include a limited number of connections with third-party systems to enhance your account-based marketing processes. These include connections with systems such as HubSpot CRM, Microsoft Dynamics 365, Salesforce, and Zoho CRM.
Pricing: Pricing upon request.
Free Trial: Free demo available.
Pros
- Aligns all marketing and sales team members
- Extensive reporting capabilities
- On-demand campaign performance visibility
Cons
- Requires extensive customization
- Customer support needs improvement
Other Options
Here are other marketing account intelligence tools that didn’t make the main list but are worth some consideration.
- Twilio Segment - Best customer data platform.
- RocketReaxh - Best for building target account lists.
- Apollo.io - Best all-in-one intelligence platform.
- Anaplan - Best for contextualizing data.
- Leadspace - Best for validating huge volumes of data.
- Infer - Best for developing predictive models.
Selection Criteria For Marketing Account Intelligence Software
Here’s a short summary of the main selection and evaluation criteria I used to develop my list of the best marketing account intelligence software for this article:
Core Functionality
To make it onto this list, the marketing account intelligence software must provide specific functionality to your business. The core functionality I look for in each marketing account intelligence tool includes the following:
- Data aggregation for collecting and consolidating information from various sources such as social media platforms, customer relationship management (CRM) systems, and website analytics.
- An analysis component that involves processing and interpreting the aggregated data to derive actionable insights. This includes identifying trends, predicting customer behavior, and generating recommendations for targeted marketing strategies.
Key Features
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.
Usability
Effective marketing account intelligence software will allow you and your team to easily use the platform to identify your ideal prospects. The platforms I added to this article have shown to be easy to use when coordinating account information between contacts and corresponding accounts. Your sales and marketing teams will also be able to easily communicate when using these tools.
Software Integrations
Robust marketing account intelligence tools require efficient integrations with CRM systems, such as HubSpot, Salesforce, Zoho CRM, and other popular systems. I added as many systems as possible that allow you to connect to your CRM platforms and other vital business tools so that you can sync data and track campaign performance. I also evaluated whether the tools could connect with these systems with minimal effort required from you.
Customizability
Customization is essential to the success of marketing account intelligence. So, I made sure to add applications that enable users to gather specific data insights based on the most relevant metrics to your organization. I also made special note of systems that allow you to create dynamic campaigns directly in the platform based on the insights you collected.
People Also Ask
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?
How much does marketing account intelligence software cost?
What are the benefits of marketing account intelligence software?
Other 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
Marketing Intelligence Software
- Content Marketing Platform
- Marketing Attribution Software
- Marketing Dashboard Software
- Marketing Measurement Tools
- Market Intelligence Software
- PR Analytics Tools
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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