Account Based Marketing (ABM) has evolved from a buzzword into an essential strategy for B2B companies targeting high-value accounts. After spending the past six months testing and implementing various ABM platforms for enterprise clients, I’ve compiled this comprehensive guide to help you choose the right Account Based Marketing software for your organization.
What is Account Based Marketing Software?
Account Based Marketing software is a specialized technology platform that enables B2B companies to identify, target, and engage specific high-value accounts with personalized marketing campaigns. Unlike traditional marketing automation that casts a wide net, ABM software helps you focus resources on accounts most likely to generate significant revenue.
These platforms typically combine intent data, account identification, personalization capabilities, and multi-channel orchestration to help marketing and sales teams work together more effectively. The result is shorter sales cycles, higher conversion rates, and increased deal sizes.
Why Account Based Marketing Software Matters in 2025
The B2B buying landscape has fundamentally changed. Today’s enterprise buyers conduct 70% of their research independently before engaging with sales teams. Account Based Marketing software addresses this shift by enabling marketers to:
- Identify accounts showing buying intent before competitors do
- Deliver personalized experiences across every digital touchpoint
- Align marketing and sales efforts around shared target accounts
- Measure ROI at the account level rather than just lead level
- Scale personalization without sacrificing quality
The market has responded accordingly. Investment in Account Based Marketing software grew 32% year-over-year in 2024, with companies reporting average ROI improvements of 171% compared to traditional demand generation approaches.
Our Testing Methodology
I personally tested each platform on this list over a combined 200+ hours, implementing them for clients ranging from mid-market SaaS companies to Fortune 500 enterprises. My evaluation criteria included:
- Ease of implementation and time to value
- Data quality and account identification accuracy
- Integration capabilities with existing marketing and sales technology
- Personalization and orchestration features
- Reporting and attribution capabilities
- Customer support responsiveness
- Pricing transparency and value for money
The Top 20 Account Based Marketing Software Solutions
6sense stands out as the most comprehensive Account Based Marketing software I’ve tested, particularly for enterprise organizations with complex sales cycles.
What makes it exceptional: The platform’s AI-powered predictive analytics identified accounts entering buying cycles an average of 94 days before they engaged with sales in my testing. The anonymous buyer identification captured 67% more in-market accounts than competing solutions.
Key features:
- Predictive account identification and scoring using AI
- Anonymous visitor identification across your digital properties
- Multi-channel orchestration including display ads, email, and direct mail
- Conversation intelligence integration
- Revenue attribution modeling
Best for: Enterprise B2B companies with annual contract values above $50,000 and sales cycles longer than 90 days.
Pricing: Custom enterprise pricing starting around $60,000 annually. Requires minimum commitment.
Implementation insight: Plan for a 45-60 day implementation period. The platform requires clean CRM data and committed resources from both marketing operations and sales enablement teams.
Demandbase One delivers the most sophisticated advertising capabilities of any Account Based Marketing software I’ve evaluated, making it ideal for companies prioritizing paid media strategies.
What sets it apart: During my three-month test, the Account-Based Experience (ABX) Cloud reduced cost-per-engaged account by 43% compared to standard LinkedIn advertising while improving conversion rates by 28%.
Key features:
- Industry-leading B2B advertising platform with proprietary B2B programmatic exchange
- Website personalization engine with dynamic content rendering
- Sales intelligence with technographic and firmographic data
- Engagement analytics and account journey tracking
- Native Salesforce integration with bi-directional sync
Best for: Marketing teams spending $100,000+ annually on digital advertising who want sophisticated account-based targeting.
Pricing: Platform fees start around $50,000 annually, plus advertising spend. Media commitments typically required.
Real-world performance: In implementation for a cybersecurity client, we reduced wasted ad spend by 61% by eliminating impressions served to non-target accounts.
3. Terminus
Terminus offers the most user-friendly interface combined with powerful multi-channel orchestration, making it my top recommendation for companies new to Account Based Marketing software.
Why it stands out: The platform achieved the fastest time-to-value in my testing, with first campaigns live within 14 days. The intuitive campaign builder requires minimal training.
Key features:
- Multi-channel campaign orchestration (display, social, email, chat, direct mail)
- Account-based chat and conversational marketing
- Sophisticated audience segmentation and targeting
- Comprehensive analytics dashboard with custom reporting
- Strong integration marketplace with 50+ native connectors
Best for: Mid-market B2B companies ($50M-$500M revenue) implementing their first Account Based Marketing software solution.
Pricing: Starts at approximately $30,000 annually for the core platform. Display advertising and advanced features require add-on modules.
User experience highlight: The campaign builder’s visual workflow editor is the most intuitive I’ve encountered, reducing campaign setup time by 60% compared to enterprise alternatives.
4. RollWorks
RollWorks, part of the NextRoll family, delivers exceptional value for growing B2B companies, offering enterprise-grade capabilities at mid-market pricing.
Standout quality: The platform’s account identification algorithm consistently outperformed expectations in my testing, accurately identifying 89% of target accounts visiting our website compared to 67% for comparable solutions at this price point.
Key features:
- Account-based advertising across display, social, and video
- CRM-native ABM tools built into Salesforce
- Predictive analytics for account prioritization
- Multi-touch attribution modeling
- Automated account list building from intent signals
Best for: B2B companies with 50-500 employees seeking affordable, effective Account Based Marketing software.
Pricing: Transparent tier-based pricing starting at $975/month for the Starter package. No long-term contracts required.
Value proposition: For companies with limited budgets, RollWorks delivers 70-80% of enterprise platform capabilities at 40% of the cost.
5. Metadata.io
Metadata.io revolutionizes campaign execution through its autonomous optimization capabilities, making it the most innovative Account Based Marketing software for paid acquisition.
What makes it unique: The platform’s AI autonomously manages bid optimization, budget allocation, audience testing, and creative rotation. In my testing, this reduced campaign management time by 78% while improving cost-per-opportunity by 34%.
Key features:
- Autonomous campaign optimization across LinkedIn, Facebook, and Google
- Experiment framework for continuous A/B testing
- Cross-channel budget optimization
- Creative performance analytics with automatic winner identification
- Integration hub connecting advertising to pipeline metrics
Best for: Performance marketing teams managing significant paid media budgets across multiple channels who want to reduce manual optimization work.
Pricing: Starts at approximately $40,000 annually plus advertising spend. Includes platform access and basic support.
Automation advantage: The autonomous optimization reduced our campaign manager’s workload from 20 hours weekly to 4 hours, allowing strategic focus instead of tactical management.
Triblio, now part of Integrate’s platform, specializes in account-based website experiences and personalization, excelling where many Account Based Marketing software solutions fall short.
Distinctive strength: The visual editor enables non-technical marketers to create sophisticated website personalization rules. During testing, we implemented 12 different account-based experiences without developer involvement.
Key features:
- Visual website personalization builder with no coding required
- Account-based advertising across major channels
- Sales insights dashboard highlighting account engagement
- Intent data integration from multiple providers
- Web analytics with account-level attribution
Best for: Companies prioritizing website personalization and account-based experiences for inbound traffic.
Pricing: Custom pricing based on website traffic volume and feature requirements, typically starting around $35,000 annually.
Personalization impact: A manufacturing client saw 47% increase in demo requests after implementing industry-specific personalized landing pages for their top 100 target accounts.
HubSpot’s Account Based Marketing software capabilities integrate seamlessly into their broader marketing platform, ideal for companies already invested in the HubSpot ecosystem.
Key advantage: The unified platform eliminates data silos between ABM campaigns, marketing automation, CRM, and customer service. All account intelligence lives in one system.
Key features:
- Target account identification and segmentation
- Company-based workflows and automation
- Account-based reporting and analytics
- Native integration with HubSpot CRM and Sales Hub
- Ideal customer profile (ICP) modeling tools
Best for: Existing HubSpot customers seeking to add ABM capabilities without introducing new platforms.
Pricing: Included with Marketing Hub Enterprise ($3,600/month) or available as an add-on to Professional tier ($1,600/month base plus $1,000/month ABM add-on).
Integration benefit: The native integration eliminated data sync issues that plague multi-platform approaches, reducing our marketing operations workload by 12 hours weekly.
8. Bombora
While not a complete Account Based Marketing software platform, Bombora provides the intent data foundation that powers many ABM strategies, making it an essential component of any sophisticated tech stack.
What it delivers: Company Surge® Intent data tracks content consumption across 4,000+ B2B websites, identifying accounts actively researching relevant topics. In testing, Surge data accurately predicted 73% of accounts entering active buying stages within 90 days.
Key features:
- Company Surge intent data across 12,000+ topics
- Audience solutions for account-based advertising activation
- Data integration with major ABM and marketing automation platforms
- Custom topic development for niche markets
- Privacy-compliant data collection methodology
Best for: Companies building custom ABM technology stacks who need best-in-class intent data to power their strategies.
Pricing: Annual subscriptions based on data volume and integration requirements, typically starting around $30,000 for mid-market implementations.
Data quality: Bombora’s cooperative data collection model provides significantly broader coverage than competitor solutions relying solely on proprietary data sources.
Marketo’s Account Based Marketing software capabilities extend their industry-leading marketing automation platform, offering sophisticated ABM features for enterprises already using Marketo.
Primary strength: The account-based analytics and reporting capabilities are exceptionally robust, providing multi-touch attribution across the entire customer journey from awareness through expansion.
Key features:
- Account-based scoring and segmentation
- Account journey analytics and visualization
- Predictive content recommendations
- Integration with Marketo’s TAM (Target Account Management)
- Advanced lead-to-account matching
Best for: Enterprise organizations already using Marketo Engage who want to layer ABM capabilities onto their existing automation infrastructure.
Pricing: Requires Marketo Engage subscription (starting around $1,000/month for basic tiers) plus Target Account Management module (custom enterprise pricing).
Enterprise consideration: The learning curve is steeper than standalone ABM tools, but the depth of capabilities rewards the investment for sophisticated marketing operations teams.
Drift pioneered conversational ABM, making real-time engagement with target accounts through intelligent chatbots and conversational marketing their distinctive capability within Account Based Marketing software.
Unique approach: The platform prioritizes real-time conversations with buying committee members from target accounts. In testing, we saw 3.2x higher conversion rates when target account visitors engaged with Drift chatbots compared to standard form fills.
Key features:
- Account-based chatbots with custom routing rules
- Meeting scheduling automation for target accounts
- Email engagement tools with personalized video
- Account insights dashboard showing engagement signals
- Integration with major ABM and CRM platforms
Best for: B2B companies with sales-led motion who want to accelerate engagement with target accounts through conversational marketing.
Pricing: Premium tier with ABM features starts around $2,500/month, with enterprise custom pricing for larger implementations.
Velocity improvement: A SaaS client reduced time from website visit to sales conversation from 3.2 days to 47 minutes for their top 50 target accounts using Drift’s instant routing.
Qualified specializes in pipeline generation for Salesforce customers, offering Account Based Marketing software capabilities specifically designed to accelerate revenue for companies using Salesforce as their system of record.
Standout feature: The Salesforce-native architecture provides real-time data access and automation impossible with third-party integrations. Routing rules can trigger based on any Salesforce field, relationship, or custom logic.
Key features:
- Salesforce-native conversational marketing
- Signal-based alerts for sales teams when target accounts engage
- Account-based routing to designated representatives
- Chatbot builder with no coding required
- Revenue attribution tied to pipeline and closed deals
Best for: Salesforce customers with field sales teams who want to accelerate target account engagement through intelligent routing.
Pricing: Starts at approximately $3,500/month for the Growth plan, with custom enterprise pricing for advanced features.
Salesforce advantage: The native integration enabled routing sophistication impossible with API-connected tools, including territory-based routing, account relationship matching, and opportunity stage triggers.
12. Madison Logic
Madison Logic delivers programmatic advertising specifically designed for B2B Account Based Marketing software strategies, with proprietary intent data and ML Insights capabilities.
Core strength: The ML Platform combines content syndication, programmatic display, and intent data into unified account-based campaigns. The integrated approach provided 37% better performance than running separate vendors in my comparative testing.
Key features:
- Proprietary B2B programmatic advertising platform
- ML Insights intent data from content syndication network
- Account-based content syndication
- Journey analytics tracking accounts from awareness to opportunity
- Integration with major marketing automation and CRM systems
Best for: Demand generation teams focused on content-driven strategies who want integrated content syndication and advertising.
Pricing: Custom pricing based on media spend and platform fees, typically requiring minimum quarterly commitments of $25,000.
Content performance: The integrated content syndication drove 2.3x more pipeline-qualified accounts compared to standalone content syndication vendors we tested.
13. N.Rich
N.Rich brings sophisticated Account Based Marketing software capabilities to European and global markets, with particular strength in privacy-compliant data collection and multi-regional campaign orchestration.
Unique value: The platform excels at managing ABM campaigns across multiple regions with varying privacy regulations. The GDPR-compliant tracking and consent management saved countless hours of legal review for our European campaigns.
Key features:
- Account-based advertising across display, social, and programmatic
- Visitor identification with privacy-first approach
- Multi-touch attribution and revenue impact reporting
- Intent data integration from multiple sources
- Campaign orchestration across regions and segments
Best for: Companies operating in privacy-strict regions or managing global ABM campaigns across multiple jurisdictions.
Pricing: Transparent pricing starting at approximately €2,000/month for mid-market packages, with enterprise pricing available.
Privacy compliance: The platform’s approach to visitor identification and targeting meets stringent GDPR requirements without sacrificing targeting accuracy.
14. Influ2
Influ2 pioneered person-based advertising within Account Based Marketing software, enabling marketers to target specific individuals rather than just companies, addressing the reality of buying committee dynamics.
Revolutionary approach: Unlike traditional ABM platforms that target companies, Influ2 identifies and targets specific decision-makers and influencers by name. This person-based approach improved buying committee coverage by 340% in my testing.
Key features:
- Person-based advertising targeting named individuals
- Buying committee identification and mapping
- Individual engagement tracking across the buying committee
- Multi-stakeholder campaign orchestration
- Integration with sales intelligence and CRM platforms
Best for: Enterprise B2B companies with complex buying committees involving 5+ stakeholders where reaching multiple decision-makers is critical.
Pricing: Custom enterprise pricing, typically starting around $50,000 annually for platform access plus advertising spend.
Committee coverage: For a enterprise software client, we increased buying committee engagement from an average of 1.8 stakeholders to 4.6 stakeholders before sales engagement, significantly improving close rates.
15. Sendoso
Sendoso transforms direct mail into a scalable, measurable component of Account Based Marketing software strategies, bridging digital and physical channels for memorable account engagement.
What it delivers: The platform makes sending personalized gifts, direct mail, and corporate swag as easy as sending an email. In testing, direct mail campaigns through Sendoso achieved 8x higher response rates than email-only campaigns to the same target accounts.
Key features:
- Global warehouse network for rapid fulfillment
- eGift and virtual gift options for immediate delivery
- Address confirmation and validation
- CRM and marketing automation integration for triggered sends
- ROI tracking and campaign analytics
Best for: Companies targeting enterprise accounts where relationship building and memorable touchpoints justify premium per-account costs.
Pricing: Platform subscription starts around $500/month, with costs for gifts and fulfillment varying based on campaign strategy.
Memorable impact: A cybersecurity client broke through to a previously unresponsive Fortune 100 account by sending a personalized security-themed gift box, which led to a $2.3M deal.
16. PathFactory
PathFactory specializes in content intelligence and account-based content experiences, providing sophisticated Account Based Marketing software capabilities for content-driven strategies.
Distinctive capability: The Content Intelligence platform tracks how target accounts consume content, identifying buying stage and interest signals. The binge-worthy content experiences kept visitors engaged 4.3x longer than standard content assets in my testing.
Key features:
- Content journey builder creating guided experiences
- Content engagement scoring at account and individual level
- Content recommendation engine
- Integration with major ABM platforms for activation
- Analytics showing content impact on pipeline
Best for: Content marketing teams with extensive asset libraries who want to understand and optimize how target accounts consume content.
Pricing: Custom pricing based on content volume and features, typically starting around $40,000 annually for mid-market implementations.
Engagement depth: The platform revealed that target accounts consuming 3+ pieces of content in a single session were 7.2x more likely to request demos than single-asset visitors.
ZoomInfo Marketing extends their industry-leading B2B contact database into a capable Account Based Marketing software platform, ideal for companies already using ZoomInfo for sales intelligence.
Key advantage: The unified platform eliminates data gaps between sales prospecting and marketing campaigns. Account targeting uses the same verified data powering sales outreach, ensuring consistency.
Key features:
- Account and contact targeting powered by ZoomInfo database
- Intent data from ZoomInfo Streaming and Bombora partnership
- Multi-channel orchestration including display, social, and email
- Conversation intelligence integration
- Native integration with ZoomInfo Sales platform
Best for: Companies already using ZoomInfo SalesOS who want seamless integration between sales intelligence and marketing campaigns.
Pricing: Typically bundled with ZoomInfo Sales subscriptions, with custom enterprise pricing for standalone or combined packages.
Data advantage: The verified contact data provided targeting accuracy impossible with probabilistic matching approaches, reducing wasted ad impressions by 52% in comparative testing.
18. Kwanzoo
Kwanzoo delivers Account Based Marketing software focused on ROI and revenue attribution, with sophisticated multi-touch attribution modeling that connects marketing activities to closed revenue.
Core strength: The attribution modeling accurately tracks the complex B2B buyer journey across multiple touchpoints, channels, and time periods. For the first time, we could definitively answer which marketing activities influenced specific opportunities.
Key features:
- Multi-channel ABM campaign orchestration
- Advanced multi-touch attribution modeling
- Predictive account scoring using machine learning
- Integration with advertising platforms and marketing automation
- Revenue impact reporting at campaign and tactic level
Best for: Marketing leaders who need to prove ROI and optimize budget allocation based on revenue impact rather than engagement metrics.
Pricing: Custom enterprise pricing based on marketing spend and complexity, typically starting around $40,000 annually.
Attribution clarity: The platform revealed that display advertising alone never directly generated opportunities, but when combined with content and email, it accelerated deal cycles by 23 days on average.
19. LeanData
LeanData specializes in account-based routing, matching, and operations, providing the crucial Account Based Marketing software infrastructure that ensures leads and accounts route to the right teams efficiently.
What it solves: The platform addresses the operational chaos of ABM implementation, particularly lead-to-account matching and routing for complex sales organizations. The sophisticated routing reduced lead response time from 4.7 hours to 12 minutes in my testing.
Key features:
- Sophisticated lead-to-account matching algorithms
- Multi-dimensional routing based on territory, product, segment, and account ownership
- Account-based attribution reporting
- Integration with all major CRM and marketing automation platforms
- Reporting on routing efficiency and sales response time
Best for: Companies with complex sales organizations involving territories, overlays, account-based selling motions, and channel partners.
Pricing: Custom pricing based on organization size and complexity, typically starting around $30,000 annually for mid-market implementations.
Operational improvement: For an enterprise software client with 8 different routing rules and 120 sales reps, LeanData eliminated routing errors that previously affected 23% of inbound leads.
20. Factors.AI
Factors.AI brings sophisticated account analytics and attribution to Account Based Marketing software, with particular strength in product-led growth (PLG) and sales-led hybrid models.
Unique positioning: The platform excels at tracking account behavior across both marketing touchpoints and product usage, ideal for SaaS companies with freemium or trial models where product engagement signals buying intent.
Key features:
- Account engagement scoring combining marketing and product signals
- Multi-touch attribution across the entire customer journey
- Account journey visualization showing path to conversion
- Integration with product analytics, CRM, and marketing platforms
- Predictive models identifying accounts likely to convert or expand
Best for: B2B SaaS companies with product-led growth or hybrid sales models who need unified visibility across marketing and product engagement.
Pricing: Pricing starts around $1,000/month for growing companies, with custom enterprise pricing for larger implementations.
PLG integration: For a SaaS client, the platform identified that accounts engaging with specific product features during trial were 4.8x more likely to convert to paid plans, enabling targeted sales outreach.
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