Account-based marketing (ABM) is gaining steam in B2B marketing, with over 92% of marketers stating it gives higher ROI than other models. By aligning sales and marketing teams to focus on targeted high-value accounts, ABM provides a strategic edge for winning and retaining customers.

However, executing an effective ABM strategy requires the right tools and software platforms. As interest in ABM proliferates, the martech landscape offers many account-based marketing solutions with advanced capabilities to streamline coordination between sales and marketing.

This guide covers the top 16 ABM software tools for 2024 based on core features, customer reviews, ease of use, and seamless integration across marketing and sales stacks.

Key Takeaways

• ABM (account-based marketing) focuses on targeted accounts rather than individual leads to align sales and marketing.
• The right ABM tools, like HubSpot and Demandbase, provide data, analytics, campaign creation, and more to execute effective ABM.
• This guide covers the top 16 ABM software platforms to consider based on features, integrations, and ease of use.
• Core capabilities to look for include intent data, analytics, segmentation, personalization, and playbooks to scale ABM across your stack.

Why You Need an ABM Platform

Gone are broad outbound marketing techniques like cold calling and email blasts. With buyers more informed and sales cycles longer across B2B, account-based marketing powered by an ABM platform offers distinct advantages:

Targeted Account Focus: An ABM approach centered around an ideal customer profile allows for highly personalized, relevant messaging to each target account. This translates to higher conversion rates from marketing qualified leads.

Better Sales and Marketing Alignment: Shared data, workflows, and metrics between sales and marketing improve collaboration to act on the best accounts with context-driven plays.

Insight-Led Execution: Robust analytics and intent data give greater visibility into accounts to determine sales readiness and map the buyer journey to time-targeted content.

More Relevant Content: By understanding target account needs, an ABM platform enables the creation of the right content that speaks to each customer rather than generic messaging.

The top ABM software solutions provide these essential capabilities through integrated suites purpose-built for orchestrating account-based programs. Standout features include:

• Analytics: Rich data and reporting to identify, segment, and select target accounts with the highest buying propensity.
• Personalization: Tools to tailor content, campaigns, web pages, and messages to each account.
• Orchestration: Workflows to align sales and marketing around target accounts with automated triggers and playbooks.
• Intent Data: Real-time account insights based on research activity to see engagement and identify buying signals.
• Campaign Creation: Functionality to quickly launch multi-channel ABM campaigns from templates tailored to accounts.

This covers the core areas to evaluate when researching the top ABM platforms and tools for your marketing and sales technology stack.

The 16 Best ABM Software Solutions for 2024

Choosing the right account-based marketing platform depends on your budget, scale, integrated tech stack, and needed capabilities. With ABM adoption accelerating, the list of vendors in this space continues expanding.

Based on market share, features, and customer satisfaction, these top 16 ABM tools stand out for helping sales and marketing teams successfully align and execute account-based strategies:

1. HubSpot

As an established leader in inbound marketing and sales software, HubSpot offers a robust platform for executing end-to-end account-based marketing. Key strengths include:

• Launch targeted campaigns quickly from templated playbooks
• Leverage existing workflows and CRM data
• Personalize at scale across web and ads
• Built-in analytics and reporting

HubSpot also integrates seamlessly with complementary ABM tools through a growing ecosystem of App Partners. You can run a complete ABM tech stack with HubSpot Marketing Hub and Sales Hub.

2. Demandbase

Demandbase pioneered the ABM category and continues leading with advanced capabilities like AI-enabled account identification. Core features include:

• Account selection powered by AI to build targeted lists
• Personalized landing pages for 500+ domains
• Native ads personalized across channels
• Robust analytics and engagement scoring

For B2B enterprises, Demandbase stands out as a complete end-to-end platform for orchestrating every facet of ABM at scale.

3. Terminus

Offering one of the most robust account-based advertising and web personalization engines, Terminus is ideal for use cases like customer retention and sales intelligence. Capabilities include:

• Display and social ads tailored to accounts
• Dynamic web page optimization
• Owned first-party intent graph
• Ideal for customer success retention scenarios beyond demand generation

Terminus integrates well with marketing automation and CRM platforms as a best-of-breed personalization tool.

4. 6sense

Providing a powerhouse ABM solution for predictive account intelligence, 6sense excels at insights for sales teams. Key features:

• Predictive recommendations and intent alerts per account
• Data analytics covering 80% of B2B spend
• Ideal for sales buying groups and personas
• Supports six engagement channels from ads to email

6sense stands out for actionable account insights and intent alerts that give sales teams an information advantage.

5. Triblio

Purpose-built for B2B enterprise sales and marketing teams, Triblio takes an expandable approach to supporting channels from content to field sales. Capabilities include:

• Multi-channel templates to scale campaigns
• Flexible account selection parameters
• Custom models for predictions and recommendations
• Expansive channel support from live events to email

For large global B2B brands, Triblio provides a framework to coordinate ABM expansively across all revenue teams.

6. Madison Logic

With account intelligence and analytics strengths, Madison Logic enables B2B marketers to identify in-market accounts and run targeted campaigns. Features include:

• Intent monitoring powered by first-party search data
• Turnkey plays for serving contextual content
• Robust analytics for granular segmentation
• Integrates with all significant MA and CRM platforms

Madison Logic brings reliable intent data and analytics for executing measured account-based plays.

7. Metadata.io

Providing one of the most intuitive interfaces we reviewed, Metadata makes account-based orchestration accessible for small marketing teams. Capabilities include:

• It is robustly to get started with templated workflows
• Integrates directly with email and web personalization
• Ideal for mid-market B2B brands
• More affordable pricing than enterprise tools

For marketers with limited resources, Metadata is a user-friendly entry point for executing ABM without extensive training while still providing robust functionality.

8. Engagio

Engagio takes a programmatic approach to ABM focused on orchestration and analytics. Strengths include:

• Campaign workflows tailored to tiered account segments
• Sales and marketing play synchronization
• Strong optimization and measurement engine
• Ideal for complex, matrixed sales organizations

Engagio stands out for its orchestration capabilities in activating cross-functional account-based programs.

9. TechTarget

TechTarget offers a niche solution for account-based advertising and unparalleled context for targeting in-market accounts. Key capabilities:

• First-party purchase intent data across 90M B2B profiles
• Display and text ads reach active researchers
• Contextual content using 150+ TechTarget sites
• Complements other tools with qualified visitor traffic

For advertising within a narrow B2B niche or topic area, TechTarget provides qualified visitors that convert due to contextual relevance.

10. ListenLoop

With innovative capabilities for leveraging earned media content in ABM, ListenLoop monitors brand and account conversations across forums, publications, and reviews. Features include:

• Monitors millions of earned media sources
• Alerts on account keyword mentions
• CRM workflow integration
• Sentiment analysis to detect opportunities

ListenLoop offers the ability to act on brand and account conversations publicly across the internet.

11. RollWorks

An account-based platform from AdRoll Group, RollWorks combines the power of machine learning for targeting with the scale of the Display and Search Ads ecosystem. Benefits include:

• Leverage machine learning to model your best accounts
• Scale personalization rapidly across search & display
• Conversion analytics at the account and lead level
• Integrates natively with HubSpot and Salesforce

For running large-scale advertising tied directly to accounts, RollWorks provides extensive reach and automation powered by machine learning algorithms.

12. Leadfeeder

Specializing in linking web activity to accounts, Leadfeeder offers the ability to track anonymous traffic and manage leads by account. Features include:

• Identifies accounts visiting your site
• Triggers actions in CRM when accounts hit key pages
• Ideal for B2B e-commerce use cases
• Affordable entry-level ABM tool

Leadfeeder gives cost-effective lead-to-account capabilities for early-stage ABM programs.

13. Bombora

Providing prized intent data sourced directly from aggregated purchases rather than inferences, Bombora reveals surging accounts with an appetite to buy. Capabilities include:

• True purchasing intent based on B2B spend
• Account-level intent keywords
• CRM workflow triggers on buying signals
• Compliments with other Demand Gen tools

For gaining an account intelligence advantage, Bombora intent data detects buyer urgency missed by other tools.

14. TechBytes

Delivering hyper-targeted paid media placements contextual to each account, TechBytes enables advertising on niche B2B podcasts and account-aligned publications. Benefits include:

• Display & text ads on small, targeted B2B outlets
• Content recommendations based on account
• Expert B2B copywriting tailored to accounts & content
• Higher conversion rates due to contextual alignment

TechBytes brings advanced contextual alignment of display and sponsored content to targeted B2B accounts.

15. PathFactory

Providing an innovative approach to account-based content experiences, PathFactory powers interactive landing pages that adapt as prospects engage. Features include:

• Interactive content that responds to visitor actions
• Integrates natively with marketing automation
• Robust analytics on account engagement
• Ideal for complex product messaging

PathFactory offers a unique spin on account-based personalization with interactive content that speaks directly to how accounts consume information.

16. MRP

With specialization solely in predictable demand generation, MRP Prelytix combines account selection powered by AI and machine learning with multi-channel orchestration tailored to each company. Benefits include:

• AI model builds targeted account list
• Orchestration tools across 6+ channels
• Designed for measurable demand gen
• Integrates with Salesforce, Marketo, Oracle

For outcome-driven ABM that balances predictability with results, MRP Prelytix provides end-to-end software for executing targeted campaigns directly through your tech stack.

Choosing the Best ABM Platform for Your Team

Determine the best account-based marketing tool for your needs based on capabilities, level of ease of use, total cost, and how it fits with your existing sales & marketing infrastructure.

Key evaluation criteria for your ABM tech stack:

Target Account Selection – Does the solution identify high-propensity targets using accurate predictive analytics and market data? Are campaigns easily customized for niche B2B markets and segments?

Personalization – What channels does the tool support for 1:1 account-level messaging from emails to landing pages and ads? How easily can this scale across campaigns?

Account Insights – Does it capture in-market buying signals and areas showing account interest over time to best sequence targeted plays? Is data sourced directly or inferred?

Orchestration – How automated are workflows between sales and marketing in executing account-based campaigns? Does it natively integrate with your other martech tools?

Measurement – Does the software track granular multitouch attribution to see account engagement across channels and quantify ABM ROI?

Selecting software that aligns to your tech stack and has the right mix of usability and sophistication enables cracking the code on executing account-based marketing successfully over the long-term.

FAQs About Choosing an ABM Platform

Q: What does an ABM platform do?

An account-based marketing platform provides software tools to help sales and marketing teams work together to focus campaigns and outreach on targeted company accounts likely to buy rather than treating all leads equally. This aligns better with how B2B customers actually make purchasing decisions.

Q: What are typical pricing models for ABM software?

Pricing varies based on level of sophistication but is typically subscription-based either per user, per account targeted, by usage limits, or by capabilities enabled. Entry enterprise tools usually start around $1,000/month while premium solutions are $2,500+ for robust features.

Q: Can ABM software integrate with my CRM and marketing automation platforms?

The best ABM tools offer turnkey integrations with leading CRM and marketing automation systems like Salesforce, Oracle, Adobe Marketo, and HubSpot through APIs. This enables leveraging existing databases and workflows.

Q: What does account identification in ABM software involve?

Powerful ABM platforms apply predictive analytics and firmpographic modeling to reliably determine your best customer lookalike accounts with the highest likelihood to buy based on historical pipeline and closed deal data.

Q: How can an ABM platform help personalize content?

Sophisticated ABM tools create customized landing pages, microsites, ads, and content offers tailored to different accounts based on their firmographic attributes and indicated interests to serve hyper-relevant messaging.

Executing an effective enterprise account-based marketing strategy relies heavily on implementing the right technology specifically designed for orchestrating and scaling ABM campaigns. This guide covered the top 16 ABM software solutions available today based on market adoption, customer satisfaction, ease of use, and ability to demonstrate solid marketing results.

Armed with these insights on the best platforms purpose-built for account-based sales and marketing success, you now can map the right technology mix to your specific use case, budget, and existing martech stack investments. Just remember not all tools take the same approach or have equal strengths, so align capabilities to your program objectives, target account profile, and cross-functional processes to achieve ABM excellence.