16 of the Best Account-based Marketing Software

That's where picking the right account-based marketing tools comes in. If you are just getting started with ABM, a comprehensive platform will probably fit you best. Some focus on analytics while others are designed to automate campaign execution.

Generating leads is only half the equation, capturing them effectively matters just as much. With built-in CRM capabilities, creative tools for on-brand content, and integrations with over 1,000 apps, ActiveCampaign helps teams automate campaigns, optimize workflows, and manage customer relationships from a single platform. They capture contact information through forms and landing pages, manage and nurture leads, and track interactions with prospective clients. I’ll break down what each tool does best, where it has limitations, and which types of teams it’s best suited for, so you can start generating leads without upfront costs. Many tools offer free plans or trials that support core activities like lead capture, form creation, email outreach, landing pages, and basic automation, making them especially useful for startups, small businesses, and growing teams. What stood out to me while reviewing this category is that effective lead generation doesn’t always require a large budget.

This comparison table evaluates leading account based marketing software for B2B pipeline growth, including Demandbase, Salesforce Marketing Cloud Account Engagement, 6sense, Terminus, and Madison Logic. Each product is scored on features, ease of use and value using a consistent methodology. We check product claims against official documentation, changelogs and independent reviews. This does account based marketing tools not influence our rankings — products are evaluated through our verification process and ranked by quality and fit.

Types of ABM Tools

Its central promise is to deliver accurate and up-to-date contact information so you always reach the right people. Adapt.io is an ABM vendor and lead generation platform that helps B2B sales teams find and connect with new potential customers. Pipedrive is a CRM software that helps sales teams manage their pipelines and close more deals. It helps sales and marketing teams identify and target high-value accounts, personalise their outreach, and track their campaigns’ performance. It lets you identify and engage with target accounts, personalise your messaging, and measure campaign effectiveness. Additionally, we use the intent signals Cognism provides to move target accounts through our different campaign tiers.

It also offers dedicated event hubs, registration and ticketing options, and attendee networking as well as event analytics and attendee reports. Zoom Events helps businesses host virtual and hybrid events and large-scale broadcasts with their all-in-one event management platform. The ON24 platform turns those interactions into usable insights so businesses can scale engagement and conversations in order to accelerate their sales pipeline. The platform has integrations to make immediate sales follow-up easy, and all virtual events are optimized for conversions. Marketo uses AI and automated predictive scoring to identify your best-fit accounts quickly.

• It helps identify and prioritize accounts actively researched in your market, enabling highly targeted and effective outreach.
• Besides marketing and sales, don’t forget to choose other internal key players — such as customer success reps — who should be aware of and aligned with your ABM strategy.
• These tools help you identify companies that match your ideal customer profile using firmographic data, intent signals, and buying behavior insights.

If your team needs better account data, buyer intent signals, and targeting support for ABM campaigns, ZoomInfo can help identify high-fit accounts and prioritize the right buyers. Our mission is to help technology buyers make better purchasing decisions, so we provide you with information for all vendors — even those that don’t pay us. CRMs manage relationships but don't provide intent data, account scoring, or multi-channel orchestration.

It offers synchronization features, such as company contacts, build customer lists, and provides ROI analytics based on sales functions. It offers services specifically for agencies or marketers to execute their ABM campaigns. MadisonLogic is a platform that offers tools for ABM advertising and content syndication. Their scale-based services let you cater to customers throughout their entire buyer's journey.