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Clearbit, now part of HubSpot, provides real-time data enrichment that automatically appends firmographic, technographic, and contact information to leads the moment they interact with your website or fill out a form. Its proprietary Company Surge® data monitors when accounts show statistically significant spikes in research activity around topics relevant to your products, signaling that they've entered an active buying cycle. ‍Bombora is the leading provider of B2B intent data, tracking content consumption patterns across a cooperative network of thousands of B2B websites to identify which companies are actively researching specific topics.

Your ABM platform should coordinate campaigns across display ads, social media, email, web personalization, and direct mail. The Foundry ABM Platform provides cross-channel orchestration with AI-driven account scoring fed by proprietary human-verified intent data from Foundry's owned editorial network, including CIO, CSO, Computerworld, InfoWorld, and Network World. Madison Logic is a media-buying-led ABM platform that combines intent data with content syndication and multi-channel advertising. ZoomInfo's edge is 500M+ contacts vs. AdRoll ABM's 92M (broader data foundation for account identification), cross-signal reasoning across CRM, intent, conversation intelligence, and behavioral data that AdRoll ABM lacks, and free-to-start consumption-credit pricing vs. AdRoll ABM's fully gated model. DemandScience's managed-services model removes the platform learning curve entirely and its Winnable Account System adds switchability scoring that goes beyond standard intent signals. ZoomInfo's edge is 500M+ verified contacts vs. Demandbase's smaller proprietary data foundation, conversation intelligence via Chorus that Demandbase lacks entirely, and account based marketing tools free-to-start consumption-credit pricing vs. Demandbase's fully gated quote-based model.

With customizable lead qualifiers, automated follow-ups, ROI tracking, and native CRM integrations, Popl helps teams measure event performance and turn in-person interactions into measurable revenue. Seamless.AI takes sales intelligence to the next level by skipping the traditional database approach. This CRM offers powerful tools for tracking and nurturing leads, automating sales workflows, and gaining deep insights into sales metrics.

best ABM software and tools

If you’re just getting started, tools like Factors.ai (free plan available) or HubSpot let you run ABM without heavy upfront investment. Free or low-cost options include HubSpot’s ABM features (included in Marketing Hub starting at $890/month) and Factors.ai (free plan available). ABM is especially effective for B2B companies with long sales cycles and high-value deals, where focusing on specific accounts outperforms broad demand generation.

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Account Intelligence platform unifying sales and marketing workflows An ABM platform comparison starts with understanding where each tool leads and where it falls short. An account-based marketing platform uses B2B data, intent signals, and multi-channel orchestration to identify and engage high-value accounts with personalized messaging. You surround buying committees with targeted campaigns across display ads, email, social, web personalization, and events. Learn how to design effective ABM campaigns that reach & engage high-value customers.

• Account-based marketing software helps sales and marketing teams automate the process of identifying target accounts while nurturing the ones most likely to convert.
• Their ABM platform provides software solutions that use digital intent signals to inform you of the best time to send direct mail gifts.
• HubSpot uses the information you provide to us to contact you about our relevant content, products, and services.
• This level of control and self-serve flexibility reflects the preference of modern buyers, who'd rather click around a product tour for themselves than rely on a passive, one-way video.
• We check product claims against official documentation, changelogs and independent reviews.

Clear revenue impact

Refining your ABM strategy makes it easy for your marketing and sales teams to attract and retain high-value customers. This will allow you to make your strategy more effective for your business, marketing and sales teams, and accounts. 🧡 The easiest way to support internal account-based marketing alignment is with the help of software, like HubSpot, which makes connecting your marketing and sales teams exceptionally easy.

Whether you’re just starting with ABM or managing hundreds of target accounts, the tool should grow with your needs. Clean data ensures you are reaching the right people within the right companies, without wasting budget on unqualified leads. It offers lead scoring, nurturing workflows, and campaign performance tracking, with strong CRM and ad network integrations.

Core ABM tools and other Account-Based Marketing platforms:

HubSpot’s tools are designed so that your sales and marketing teams are using the same tools and data in the same place to promote collaboration and consistency. HubSpot’s intuitive tools and interface make setting up your ABM strategy quick and easy. Salesforce offers a complete ABM program built on their CRM to provide a seamless experience with your sales, service, and marketing data all in one platform. Terminus’s ABM platform helps you create a pipeline from your target accounts and execute personalized campaigns at scale.

B2B account based marketing tools don't just help you find accounts. You pick 50 or 500 target accounts, then coordinate your entire sales and marketing effort around those specific companies. The best account based marketing tools don't work in isolation. You can also automate your ABM strategy to scale your winning results. As your efforts scale, this marketer could support more salespeople.

Metadata.io is an AI-powered platform that automates and optimizes B2B marketing campaigns, enabling marketers to target audiences, manage campaigns, and enhance revenue outcomes. The platform also integrates with various marketing and sales tools, including Google Analytics, HubSpot, and Salesforce, providing a unified view of marketing performance. CallRail is a call tracking and analytics platform that helps businesses understand the effectiveness of their marketing efforts by monitoring and analyzing inbound calls, texts, forms, and chats. The platform offers a centralized solution for sourcing, storing, shipping, and tracking various send types.

Zymplify’s demand generation, prospect screening, and sales tracking capabilities make it an effective solution for executing and optimizing ABM campaigns. Influ2 is a unique account based marketing platform that focuses on person-based advertising. By tracking engagement data across all touchpoints, ON24 helps align marketing and sales efforts, allowing data-packed decisions to drive revenue growth. This AI-powered platform enables personalized content experiences at scale, ensuring each target account receives tailored interactions.

This is something you’ll need to sit down and discuss during a planning meeting with both sales and marketing. Davidson said, “Ideally, everything you’re doing from the sales and marketing sides, you’re doing together.” When I talked with Davidson and Wingrove, both stressed that in a comprehensive approach to ABM, marketing and sales must be on the same page. Aligning your sales and marketing team is critical for the success of your ABM strategies.