Account-Based Marketing (ABM) is a strategy focused on targeting specific accounts with tailored marketing efforts, particularly in B2B sectors.
To efficiently manage and execute ABM campaigns, businesses rely on dedicated ABM tools. These platforms help with lead targeting, personalized content, multi-channel marketing, and detailed analytics.
In this blog, we’ll explore the top 10 ABM tools, providing a breakdown of their features, pricing, pros, cons, and G2 ratings.
1. HubSpot ABM
HubSpot offers a comprehensive ABM solution integrated with its powerful CRM platform. It helps businesses manage targeted campaigns, personalized outreach, and account-specific engagement.
G2 Rating: 4.5/5
Key Features:
- Account targeting and segmentation
- CRM and pipeline management
- Customizable workflows
- Multi-channel marketing automation
- ABM dashboard and reporting
Pricing:
- Free plan available; Paid plans start at $50/month
Pros:
- Seamless integration with HubSpot CRM
- User-friendly interface
- Scalable for small and large teams
- Strong reporting features
Cons:
- Expensive for larger companies
- Limited advanced features in the lower-tier plans
- May require additional training for beginners
- Customization options can be restrictive
2. Terminus
Terminus is a leading ABM platform designed for account-based advertising, personalized email, and multi-channel campaigns. It’s ideal for B2B companies looking to scale their ABM strategy.
G2 Rating: 4.2/5
Key Features:
- Account-based advertising
- Multi-channel engagement
- Personalized email and retargeting
- Real-time intent data
- Comprehensive analytics dashboard
Pricing:
- Custom pricing based on business size and needs
Pros:
- Excellent multi-channel marketing capabilities
- Strong focus on personalization
- Great for B2B companies with complex sales cycles
- Real-time data and insights
Cons:
- Expensive for small businesses
- Steep learning curve for advanced features
- Limited third-party integrations
- Requires dedicated support for setup
3. Demandbase
Demandbase offers a highly specialized ABM platform that helps businesses with account identification, engagement, and conversion. It is particularly strong in predictive analytics and lead targeting.
G2 Rating: 4.4/5
Key Features:
- Account identification and targeting
- Predictive analytics and AI
- Engagement tracking and insights
- CRM and marketing automation integration
- Personalized campaign management
Pricing:
- Custom pricing available upon request
Pros:
- Strong analytics and targeting features
- Powerful AI-driven insights
- Ideal for large B2B organizations
- Highly customizable
Cons:
- Expensive and complex to set up
- Steep learning curve for new users
- Limited customer support options
- High cost for smaller businesses
4. 6sense
6sense is a predictive intelligence platform built for ABM, helping businesses identify, engage, and convert key accounts using data-driven insights.
G2 Rating: 4.3/5
Key Features:
- Predictive lead scoring
- Account identification
- Real-time intent data
- Multi-channel engagement
- AI-driven insights and analytics
Pricing:
- Custom pricing based on business size and scope
Pros:
- Excellent predictive analytics
- Great for intent-based targeting
- Detailed insights for account engagement
- Strong support for large enterprises
Cons:
- Pricey for smaller businesses
- Complex to set up and manage
- Limited self-service options
- Support response times can be slow
5. Engagio (Acquired by Demandbase)
Engagio is now part of Demandbase but continues to offer an advanced ABM platform for B2B companies focusing on account engagement, tracking, and personalized campaigns.
G2 Rating: 4.1/5
Key Features:
- Account engagement tracking
- Multi-channel campaign management
- Sales and marketing alignment
- Targeted account outreach
- CRM integration
Pricing:
- Custom pricing available
Pros:
- Excellent engagement tracking
- Highly customizable for ABM strategies
- Great for large B2B teams
- Strong reporting and analytics
Cons:
- High cost for smaller companies
- Requires significant setup time
- Limited features for small-scale operations
- User interface can be complex
6. RollWorks
RollWorks is a robust ABM platform that helps businesses identify, engage, and convert target accounts with account-based advertising, retargeting, and personalized messaging.
G2 Rating: 4.2/5
Key Features:
- Account identification and segmentation
- Account-based advertising and retargeting
- Multi-channel marketing
- CRM integration
- Real-time performance tracking
Pricing:
- Paid plans start at $975/month
Pros:
- Strong account segmentation features
- Great for retargeting and ads
- User-friendly interface
- Ideal for scaling ABM campaigns
Cons:
- Expensive for smaller companies
- Limited analytics depth
- High learning curve for advanced features
- Customer support could be improved
7. Triblio
Triblio is an ABM platform focused on personalized content and multi-channel engagement. It’s a great tool for B2B companies looking to drive higher engagement with targeted accounts.
G2 Rating: 4.0/5
Key Features:
- Personalized content and ads
- Account-based retargeting
- Multi-channel campaign execution
- Intent data and analytics
- CRM and marketing automation integration
Pricing:
- Custom pricing available upon request
Pros:
- Strong personalization features
- Excellent for content-driven ABM strategies
- Multi-channel engagement capabilities
- Integrates well with CRMs
Cons:
- Limited reporting features
- Setup can be time-consuming
- Requires ongoing support for complex campaigns
- Not ideal for smaller businesses
8. Madison Logic
Madison Logic is a global ABM platform designed to help B2B marketers accelerate pipeline growth by integrating marketing and sales with account-level insights.
G2 Rating: 4.0/5
Key Features:
- Account-level targeting and insights
- Multi-channel engagement
- CRM and marketing automation integration
- Lead scoring and tracking
- Reporting and analytics
Pricing:
- Custom pricing based on business needs
Pros:
- Strong focus on account insights
- Great for B2B pipeline acceleration
- Good reporting and analytics
- Multi-channel marketing support
Cons:
- High cost for smaller businesses
- Limited customization options
- Learning curve for new users
- Support can be slow to respond
9. DemandWorks Media
DemandWorks Media is a performance-based marketing platform specializing in ABM. It offers account-based lead generation, content syndication, and data-driven targeting.
G2 Rating: 4.1/5
Key Features:
- Account-based lead generation
- Content syndication
- Data-driven targeting
- Performance tracking
- CRM integration
Pricing:
- Custom pricing based on campaign size and scope
Pros:
- Performance-based pricing
- Excellent for lead generation
- Strong targeting capabilities
- Ideal for content syndication
Cons:
- Limited features outside of lead gen
- Expensive for small campaigns
- Complex to manage without dedicated support
- Limited customization options
10. LeanData
LeanData is an ABM platform that focuses on lead routing, account matching, and sales-marketing alignment, making it easier to target and convert key accounts.
G2 Rating: 4.4/5
Key Features:
- Lead and account matching
- Lead routing and management
- Sales-marketing alignment
- Multi-channel targeting
- Detailed reporting and analytics
Pricing:
- Custom pricing based on business needs
Pros:
- Excellent lead routing and account matching
- Great for sales-marketing alignment
- Ideal for large sales teams
- Strong reporting features
Cons:
- Expensive for small businesses
- Steep learning curve
- Requires dedicated support for setup
- Limited marketing automation features
Conclusion:
Choosing the right ABM tool depends on your business size, budget, and specific marketing needs. The tools listed above are among the best in the industry, each offering unique features for account identification, multi-channel engagement, and performance tracking.
By selecting the right ABM platform, you can effectively target high-value accounts, improve sales-marketing alignment, and drive significant ROI for your business.
