18 Best Marketing Account Intelligence Software For B2B In 2025
10 Best Marketing Account Intelligence Software Shortlist
Here's my pick of the 10 best software from the 18 tools reviewed.
Choosing the right marketing account intelligence software can be tricky. With so many tools available, it’s hard to tell which one truly meets your team’s needs. You want something that helps identify the right accounts, boost conversions, and simplify your workflow—not complicate it.
From my experience, the right software can make a real difference in how effectively your team works. I’ve tested and reviewed several leading platforms to help you find the ones that actually deliver results. In this article, I’ll share an unbiased look at my top picks, outlining what each tool does best and how it can strengthen your marketing strategy.
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Best Marketing Account Intelligence Software Summary
| Tool | Best For | Trial Info | Price | ||
|---|---|---|---|---|---|
| 1 | Best for comprehensive CRM integration | Free plan + demo available | From $800/month + $45/month for additional seats | Website | |
| 2 | Best for verified data | Free trial available | Pricing upon request | Website | |
| 3 | Best for ensuring action on every lead | No free trial available | Pricing upon request | Website | |
| 4 | Best for audience creation | Free demo available | Pricing upon request | Website | |
| 5 | Best for prioritizing target accounts | Free demo available | Pricing upon request | Website | |
| 6 | Best for personalizing outreach | Free demo available | Pricing upon request | Website | |
| 7 | Best for third-party data | Free plan available | From $29/month/user | Website | |
| 8 | Best for intent signals | Free demo available | Pricing upon request | Website | |
| 9 | Best for monitoring trend data | Free demo available | Pricing upon request | Website | |
| 10 | Best for identifying the next best customer | Not available | Pricing upon request | 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 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
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
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.
Pros and cons
Pros:
- On-demand campaign performance visibility
- Extensive reporting capabilities
- Aligns all marketing and sales team members
Cons:
- Customer support needs improvement
- Requires extensive customization
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
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
- Kwanzoo
For account engagement
- RollWorks
For machine learning algorithms
- Tofu
For scalable ABM strategies
- Anaplan
For contextualizing data
- Twilio Segment
Customer data platform
- Infer
For developing predictive models
- Leadspace
For validating huge volumes of data
Selection Criteria for Marketing Account Intelligence Software
When selecting the best marketing account intelligence software to include in this list, I considered common buyer needs and pain points like targeting precision and lead conversion challenges. I also used the following framework to keep my evaluation structured and fair:
Core Functionality (25% of total score)
To be considered for inclusion in this list, each solution had to fulfill these common use cases:
- Account targeting
- Data enrichment
- Lead scoring
- Market segmentation
- Analytics and reporting
Additional Standout Features (25% of total score)
To help further narrow down the competition, I also looked for unique features, such as:
- AI-driven insights
- Real-time alerts
- Customizable dashboards
- Integration with CRM systems
- Predictive analytics
Usability (10% of total score)
To get a sense of the usability of each system, I considered the following:
- Intuitive interface
- Easy navigation
- Minimal learning curve
- Mobile accessibility
- Customization options
Onboarding (10% of total score)
To evaluate the onboarding experience for each platform, I considered the following:
- Availability of training videos
- Interactive product tours
- Access to webinars
- User-friendly templates
- Responsive chat support
Customer Support (10% of total score)
To assess each software provider’s customer support services, I considered the following:
- 24/7 availability
- Multichannel support options
- Prompt response time
- Knowledgeable staff
- Comprehensive FAQs
Value For Money (10% of total score)
To evaluate the value for money of each platform, I considered the following:
- Competitive pricing
- Transparent pricing structure
- Flexible subscription plans
- Free trial availability
- Cost-benefit ratio
Customer Reviews (10% of total score)
To get a sense of overall customer satisfaction, I considered the following when reading customer reviews:
- User satisfaction ratings
- Frequency of updates
- Quality of customer feedback
- Mention of ease of use
- Highlight of customer support experiences
How to Choose Marketing Account Intelligence Software
It’s easy to get bogged down in long feature lists and complex pricing structures. To help you stay focused as you work through your unique software selection process, here’s a checklist of factors to keep in mind:
| Factor | What to Consider |
|---|---|
| Scalability | Can the software grow with your business? Consider future needs and if the tool can handle increased data volume or user load without performance issues. |
| Integrations | Does it connect with your existing systems like CRM or analytics tools? Check for seamless data flow and reduced manual entry tasks. |
| Customizability | Can you tailor the software to fit your specific workflows? Look for flexible options to adjust dashboards, reports, and notifications. |
| Ease of use | Is the software intuitive for your team? Look for a user-friendly interface that minimizes training time and maximizes productivity. |
| Implementation and onboarding | How long does it take to get up and running? Assess the vendor's support during setup and the availability of training resources like tutorials and guides. |
| Cost | Does the pricing align with your budget? Evaluate if the features justify the cost and consider any hidden fees or long-term contracts. |
| Security safeguards | Does the software protect your data? Ensure it complies with industry standards and offers encryption, access controls, and regular security updates. |
Trends in Marketing Account Intelligence Software
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 helps businesses identify and analyze key accounts to improve targeting and engagement. Marketing professionals, sales teams, and account managers generally use these tools to enhance targeting precision and increase conversion rates.
Features like data enrichment, lead scoring, and analytics support better decision-making and campaign effectiveness. Overall, these tools provide invaluable insights that drive successful marketing strategies.
Features
When selecting marketing account intelligence software, keep an eye out for the following key features:
- Account targeting: Identifies and prioritizes high-value accounts to focus marketing efforts effectively.
- Data enrichment: Enhances existing data with additional information to provide a more complete customer profile.
- Lead scoring: Evaluates and ranks leads based on their potential to convert, helping prioritize sales efforts.
- Analytics and reporting: Provides insights into campaign performance and account engagement to guide decision-making.
- AI-driven insights: Uses artificial intelligence to uncover patterns and trends for more informed marketing strategies.
- Real-time alerts: Notifies users of important account activities or changes to enable timely responses.
- Customizable dashboards: Allows users to tailor views and reports to match specific needs and preferences.
- Integration with CRM systems: Ensures seamless data flow and communication between marketing and sales teams.
- Predictive analytics: Anticipates future account behaviors to help shape proactive marketing plans.
- Security safeguards: Protects sensitive customer data with encryption and access controls to maintain trust.
Benefits
Implementing marketing account intelligence software provides several benefits for your team and your business. Here are a few you can look forward to:
- Improved targeting: Helps your team focus on the most promising accounts, boosting marketing efficiency.
- Enhanced decision-making: Offers insights through analytics and AI-driven data, guiding smarter strategies.
- Increased conversion rates: Uses lead scoring to prioritize efforts on high-potential leads, driving more sales.
- Proactive engagement: Provides real-time alerts to keep your team informed and responsive to account changes.
- Personalized marketing: Allows for data enrichment, creating detailed customer profiles for tailored campaigns.
- Seamless collaboration: Integrates with CRM systems, ensuring a smooth flow of information between teams.
- Data security: Offers security safeguards that protect customer information and maintain trust with clients.
Costs & Pricing
Selecting marketing account intelligence software requires an understanding of the various pricing models and plans available. Costs vary based on features, team size, add-ons, and more. The table below summarizes common plans, their average prices, and typical features included in marketing account intelligence software solutions:
Plan Comparison Table for Marketing Account Intelligence Software
| Plan Type | Average Price | Common Features |
|---|---|---|
| Free Plan | $0 | Basic account targeting, limited data enrichment, and basic analytics. |
| Personal Plan | $10-$30/user/month | Enhanced lead scoring, standard analytics, and CRM integration. |
| Business Plan | $50-$100/user/month | Advanced reporting, real-time alerts, and customizable dashboards. |
| Enterprise Plan | $150-$300/user/month | Comprehensive AI-driven insights, full customization options, and priority support. |
Marketing Account Intelligence Software FAQs
Here are some answers to common questions about marketing account intelligence software:
What kind of user roles or permissions are usually supported?
Access is typically managed through user roles tied to system-defined permissions. Admins can view and edit all data, while other users may have restricted access. Roles vary based on system architecture and team structure.
What types of data sources do these tools typically rely on?
Most platforms pull from a mix of first-party CRM data, third-party firmographics, intent signals, and digital behavior tracking. The specific data partnerships and integrations vary across vendors. Some tools offer API access to customize and expand data inputs.
Can these tools integrate directly with CRMs and MAPs?
Yes, most are built to integrate with CRMs like Salesforce and marketing automation platforms (MAPs) like Marketo or HubSpot. Some provide native connectors, while others may require API setup. Integration depth impacts how smoothly data syncs across systems.
Do these platforms support international account data?
Support for global data depends heavily on the tool’s data partnerships and compliance practices. Some platforms are U.S.-centric, while others include EMEA, APAC, or LATAM coverage. International capabilities should be validated during onboarding or trials.
How do these platforms handle duplicate account records?
They often include deduplication logic based on matching rules and data fields. Some resolve conflicts automatically; others allow manual review. The approach depends on the platform’s internal data management setup.
What’s Next:
If you're in the process of researching marketing account intelligence software, connect with a SoftwareSelect advisor for free recommendations.
You fill out a form and have a quick chat where they get into the specifics of your needs. Then you'll get a shortlist of software to review. They'll even support you through the entire buying process, including price negotiations.