It can be hard to decide which account-based marketing platform you need, let alone keep track of which account-based marketing software compete with each other and which complement each other.
To help you, we created a list of ABM tools organized by function:
Tools that exclusively focus on helping you build great prospect lists
Tools that help you execute your account-based marketing plans
Tools that offer a full suite of actions you need for a thorough ABM undertaking
Each section has a quick summary of the tool, plus user ratings from G2 and pricing information whenever available. Without further ado, here’s the list.
Note: Want to see which companies visit your website—even if they don’t fill out a form? Try Leadfeeder for free.
Account-Based Marketing Tools for Lead Generation and List Building
The account-based marketing software in this category help you with perhaps the most important part of ABM: building your list of leads and keeping track of behavior that signals purchase intent.
1. Leadfeeder
Pricing: 14-day free trial, paid plans start at $139/month
Rating: 4.3 stars on G2
Leadfeeder tells you what companies visit your website, even if they never fill out a form or contact you.
Leadfeeder also shows you contact information for employees at the company. This allows you to follow up with visitors who never inquired about your product or time your outreach to potential leads in your sales pipeline.
To try out Leadfeeder by Dealfront, all you need to do is install the Leadfeeder Tracker (it takes less than five minutes!).
A 14-day free trial is available with paid plans starting at $139/month.
To sign up for Leadfeeder, follow these steps. We can start sending you leads in minutes.
2. LeadGenius
Pricing: Upon request.
Rating: 4.3 stars on G2
LeadGenius is a part software, part human resource: data intelligence is gathered and filtered on the platform, but they make human research teams available to their clients to ensure high-quality data at all times. Naturally, that makes it a highly accurate (but likely very expensive) solution.
3. Datanyze
Pricing: 90-day free trial with 10 credits per month; paid plans start at $21 per month billed annually.
Rating: 4.2 stars on G2
Datanyze offers marketers the ability to build and curate a list of prospects, plus a chance to score leads before and after they’re in the pipeline. Pricing isn’t available for the full software, however Datanyze does have a free Chrome extension for marketers and salespeople looking to prospect on a tight budget.
4. RollWorks
Pricing: Request a custom quote
Rating: 4.3 stars on G2
RollWorks makes lead generation and list building more targeted by helping you identify and engage high-value accounts. You can then measure the reach and revenue impact you achieve. This tool relies on machine learning to identify accounts that fit your ideal customer profile (ICP) and target them with your marketing efforts.
RollWorks boosts the accuracy of your lead generation efforts by creating a target account list using advanced selection strategies such as:
Account scoring using predictive models supported by machine learning
Account list creation supported by RollWorks' database of 18 million verified B2B companies
Account news to update you about the financial, operational, and organizational status of your target accounts
Account intent to help you assess the interest level of a target account based on user behaviors
Account groups to segment your target audience using granular attributes such as technographics and firmographics
Also, RollWorks provides you with real-time sales insights and contact information for decision-makers to make your lead-generation campaigns more effective and productive.
5. Clearbit
Pricing: Free version; paid plans range from $50 to $275 per month.
Rating: 4.4 stars on G2
Clearbit syncs with HubSpot to enrich your lead generation and prospecting campaigns with actionable sales intelligence. It comes with a Target Market Builder feature that connects you to a large database of B2B companies and helps you segment your ideal customers and initiate your engagement efforts at the right time.
Even better, Clearbit provides you with a list of high-intent visitors. Following this list when prospecting gives you a better chance of converting your web visitors into customers since you know they’re interested in your products or services. You also get access to more than 30 million verified contacts of B2B decision-makers worldwide, helping you target the right prospects.
6. Owler
Pricing: Free plan for personal use, Pro Plan start at $35 per month (billed annually)
Rating: 4.3 on G2
While Owler has a more comprehensive enterprise solution (for those interested), its primary offering is completely free for personal use. It sends you a daily snapshot of activity regarding your prospects, with a focus on funding and acquisition information. The enterprise solution provides more complete company data, relationship graphs, and real-time news alerts.
7. ZoomInfo MarketingOS
Pricing: Free trial, pricing upon request.
Rating: 4.4 on G2
ZoomInfo is geared toward gathering the information you need to conduct ABM by allowing you to search by contact and company, then compile lists of individuals to contact within each target company. Bonus features include tools to regularly clean your data and a chrome extension that displays contact info for anyone you’re researching on sites like LinkedIn.
8. Demandscience
Pricing: Pricing upon request
Rating: 4.4 stars on G2
Demandscience is a straightforward account-based marketing platform that lets you search for new contacts and leads using extensive filters and search parameters, or collect business intelligence on companies you’re already targeting.
9. LeadSift
Pricing: Free demo.
Rating: N/A.
LeadSift is another hybrid between platform and human assistance. Marketers can define their parameters and hand off the grunt work to LeadSift’s team, and/or conduct searches in the LeadSift database. Then, LeadSift sends updates based on which targets are engaged, which are showing buying intent, and which are talking to competitors. Pricing information is not available on their site.
10. HG Insights
Pricing: Upon request
Rating: 4.3 stars on G2
HG Insights has several solutions of interest to marketers e.g. HG Market Intelligence. They also offer a HG Salesforce Connector or HG LinkedIn Connector to boost engagement with target audiences on LinkedIn.
11. LinkedIn
Pricing: Upon request
Rating: N/A.
If the only thing you want to spend on lead generation is time, then you can search LinkedIn manually for business contacts. Since this is by far the most difficult method of piecing together a list, LinkedIn is better used as a backup if your other tools produce outdated information. In addition, LinkedIn Marketing Solutions allows you to engage in targeted ad campaigns once you’ve built your list and start implementing strategies.
12. Leadspace
Pricing: Contact sales for pricing plan
Rating: 4.3 stars on G2
Leadspace offers a marketing solution by using intent data to find Ideal Buyer Profiles and expand marketing reach. With their tool you can enrich your buyer profiles in ABM campaigns with persona-level scoring, segmentation and enrichment.
13. TechTarget Priority Engine
Pricing: Contact sales for pricing plan
Rating: 4.3 on G2
TechTarget’s Priority Engine is another tool to help marketers build and monitor a list of ABM-worthy prospects. Priority is, naturally, given to prospects demonstrating buying intent and the tool provides behavioral insights on prospects. It’s worth noting that they are partnered with HG Data, another company mentioned earlier on this list.
14. EngageBay
Pricing: Paid plans start at $14.99 per user per month, billed annually.
Rating: 4.6 stars on G2
EngageBay is a comprehensive CRM system supporting more than 29,500 growing companies around the world.
15. AdDaptive Intelligence
Pricing: Upon request.
Rating: 3.5 stars on G2
AdDaptive Intelligence is all about ABM list building. They take into account online and offline business data, identify business IP addresses without cookies and help their customers identify audiences similar to existing clients and prospects.
Tools for Executing Account-Based Marketing Strategies
This list of account-based marketing software focuses on the second stage of account-based marketing: reaching your prospects and drawing them into your sales pipeline.
16. Uberflip
Pricing: Upon request.
Rating: 4.2 stars on G2
Uberflip is a marketing tool specifically designed for implementation of strategies like ABM. It helps marketers execute account-specific messaging, organize resources into a content library, and sync content strategy between sales reps and marketers.
17. Groove
Pricing: Upon request.
Rating: 4.7 stars on G2
Groove helps salespeople keep track of account engagement and get snapshots of companies, filter and label prioritized leads, and keep up with multiple contacts from each company you’re targeting. It’s one small aspect of ABM; those interested in more complete tools will need to look elsewhere.
18. HubSpot
Pricing: $880/mo.
Rating: 4.4 stars on G2
HubSpot has a number of free tools for marketers to use, but the really useful ones for ABM don’t come out until you’re ready to spend $880/month on the platform. That’s when HubSpot’s “Smart Content” feature is unlocked. The Smart Content tool lets marketers deliver personalized content to prospects, and is complemented by a host of other HubSpot tools.
19. Terminus
Pricing: Upon request.
Rating: 4.4 stars on G2
It takes a lot of continuous effort to generate brand awareness until your target accounts are familiar with your company’s services and products. Thankfully, Terminus simplifies this process by helping you:
Create awareness on the right channels — Terminus achieves this by optimizing web engagement and intent data
Build a prospecting pipeline that prioritizes best-fit accounts — the Terminus prospect engine makes this possible
Fast-track deal closing and keep your buying community well-engaged
Retain customers and convert at-risk customers into brand ambassadors by cultivating deeper relationships with your customers
Terminus is useful throughout the marketing cycle as it ensures you aren’t fixated only on implementing early-stage marketing strategies. Rather, this tool offers a step-by-step playbook to help you apply an effective marketing strategy throughout the customer journey.
20. Adobe Campaign
Pricing: Upon request.
Rating: 4.1 stars on G2
Adobe Campaign boasts of robust tools for email and mobile marketing, campaign creation, and full journey management. It’s a solid option for marketers who aren’t afraid of a complex system and want the extensive segmentation and control this tool offers.
21. Act-On
Pricing: Start at $900/mo.
Rating: 4.1 stars on G2
While Act-On has many of the usual marketing automation tools (from landing pages and forms to event and webinar scheduling), it does have several ABM-specific features. For example, it allows users to plan campaigns and track engagement levels by account, taking all decision makers’ behaviors into consideration.
22. ActiveDemand
Pricing: Free trial, pricing upon request.
Rating: 4.4 stars on G2
ActiveDemand is strong option for those interested in account-based marketing. Features include things like dynamic content, automatic segmentation, predictive email sending, behavioral retargeting, and lead scoring.
23. Outbrain
Pricing: Flexible.
Rating: 3.4 stars on G2
Outbrain Amplify offers both a managed service and a self-serve platform for ad placement and segmented ad campaigns. It’s specifically for placing your ads on high-traffic sites in high-visibility areas. It’s not necessary for a good ABM effort, but it’s a useful tool to have if it’s right for your audience.
24. PathFactory
Pricing: Upon request.
Rating: 4.4 stars on G2
PathFactory describes their platform as consisting of two parts: Content Insights and Content Activation. It provides insight into how prospects are interacting with content (and analysis of what will work better in the future), along with a path to deployment of your content. Onboarding and set-up takes a minimum of ten days, so it’s not a plug-and-go solution.
25. Seismic
Pricing: Upon request.
Rating: 4.7 stars on G2
Seismic brands itself as a tool to bring marketing and sales teams together. In account-based marketing, communication and shared resources between marketers and sales teams is key. Seismic is a tool that makes it easier to measure which content is working hardest, keep everyone on brand, and ensure that salespeople use the content and insights marketing provides.
26. Bound
Pricing: Upon request.
Rating: 4.8 stars on G2
Bound is an account-based marketing platform that helps you personalize the path visitors take when they arrive at your homepage. In particular, personalized experiences trigger when someone from an account you’re targeting visits your website. It also has tools to help direct prospects to upcoming events.
27. Personyze
Pricing: Free trial, pricing starts at $250/mo.
Rating: 4.8 stars on G2
Personyze is a platform designed for B2C marketing that can also work for B2B marketers. Features include omnichannel personalization, a recommendation engine, personalized emails and recommendations, personalized pop-ups, and behavioral targeting.
28. PFL
Pricing: Upon request.
Rating: 4.2 stars on G2
PFL lets marketers integrate their digital marketing efforts with direct mail efforts. PFL takes charge of printing & mailing marketing materials whenever doing so is triggered by a campaign you set up. It’s a clever way to use ABM that many marketers overlook.
29. Pipeline 360 powered by Integrate
Pricing: Upon request.
Rating: 4.1 stars on G2
Pipeline 360 syncs with several lead data generation platforms just as well if you were to manually upload your target list. It cleans your data (just in case), then can be used for common ABM needs like launching customized campaigns, storing and organizing content assets, and analyzing performance.
30. Kwanzoo
Pricing: Upon request.
Rating: 4.3 stars on G2
Kwanzoo offers implementation tools around advertising and retargeting, then analyzing your results. It encourages collaboration between sales and marketing. Kwanzoo markets itself as being especially good for those looking to conduct ABM around the world rather than in the U.S. exclusively.
Full Stack Account-Based Marketing Solutions
These solutions provide everything (or close to it) that you need to run account-based marketing. They’re likely easier to implement, but might be less cost-effective than point solutions. It all depends on which tools you need to execute account-based marketing.
31. Adobe Marketo Engage
Pricing: Upon request.
Rating: 4.1 stars on G2
Adobe Marketo Engage is a well-known marketing automation platform that promises every tool you need for effective ABM: targeting and list-building; personalized, cross-channel engagement tools; account scoring; segmentation; analytics based on revenue; and more.
32. MRP Prelytix
Pricing: Upon request.
Rating: 4.2 stars on G2
MRP Prelytix is somewhere between a service and a tool: Initially, your information is loaded into a predictive analytics platform that generates a list of highly targeted leads. Then, you can map content to things like buyer stages, keywords, and other triggers. But, execution of that plan is handled by the MRP team. If you want to follow the process but take a more hands-off approach to ABM implementation, this may be a good choice.
33. Apollo
Pricing: Free version with limited features; paid plans start at $49 per user per month.
Rating: 4.8 stars on G2
Apollo (formerly ZenProspect) isn’t a full stack tool in the sense that you can manage full blown ABM campaigns, but it deserves a place in this section because it’s more than just a prospecting tool. It gives reps suggestions for what to say or message a prospect based on that prospect’s activity, it provides analysis of current methods being used, and comes with small bonus features like call transcription.
34. Demandbase
Pricing: Upon request.
Rating: 4.3 stars on G2
Demandbase promises to bring together “audience creation, management, activation, and measurement” all under one platform. It’s designed for account-based marketing and has a full suite of tools to execute ABM strategies from one dashboard.
35. Jabmo
Pricing: Upon request.
Rating: 4.1 stars on G2
Jabmo is a true full stack marketing automation platform, but it’s designed specifically for businesses in global manufacturing. If that’s your field, it should be a top contender; if not, it’s best to move on to other tools.
36. 6sense
Pricing: Upon request.
Rating: 4.4 stars on G2
6sense has three platforms that can be used in conjunction as a full stack solution: Uncover, Accelerate, and Capture. 6sense claims it can even gather insights based on ‘dark funnel’ (as opposed to known funnel) behavior and give marketers a competitive advantage on the market. It also has predictive analysis, campaign creation tools, and insights for sales.
37. LeadLiason
Pricing: Starting at $250/mo.
Rating: 4.6 stars on G2
LeadLiason (a company proud of its Texan heritage) offers a full stack ABM solution with some creative extras like the ability to deliver company swag to serious prospects. While the smallest plan starts at $250/month, many marketers searching for a full suite of ABM tools will be more interested in their omnichannel solution, which starts at $650/month.
38. Celsius International
Pricing: Upon request.
Rating: N/A.
Celsius International boasts of many high profile clients (such as Lenovo, Cisco, BMW, and Dell) for their end-to-end ABM solution. In addition to the basics—list building, campaign creation, and analysis—they provide their users with technographics and social ABM tools.
39. Triblio (part of Foundry)
Pricing: Upon request.
Rating: 4.2 stars on G2
Triblio combines inbound and outbound marketing tools in one, comprehensive ABM platform. This tool includes account targeting and scoring, web personalization, account based ads, personalized content deployment, and more.
40. Bombora
Pricing: Upon request.
Rating: 4.4 stars on G2
Bombora’s offerings include tools for account ad targeting, site personalization, contact acquisition, and email/marketing automation. It’s not the most comprehensive—or the most ABM focused—but it’s still a popular platform with multiple options for account-based marketing. One unique offering they have is Company Surge, which shows you which companies are searching for your company.
41. Madison Logic
Pricing: Upon request.
Rating: 4.2 stars on G2
Madison Logic is a self-serve ABM program that walks you through finding contacts, engaging them, and measuring marketing ROI. This particular offering is the result of a partnership with Marketo.
42. Salesforce Einstein Analytics
Pricing: Upon request.
Rating: N/A.
If you’re a die-hard Salesforce user, Einstein Analytics is worth serious consideration. It’s developed by Salesforce to work seamlessly with their platform and is created specifically for account-based marketing. It’s heavily data-driven, but also has the tools necessary for delivering content based on those insights. That said, if you don’t want to use the Salesforce CRM, this product isn’t for you.
What next?
Now that you’ve seen all the top ABM tools currently on the market, it’s time to research your favorites further. One decision to make early on is whether you want a full-stack solution (expensive!) or to build your own point solution.
Combining free and inexpensive tools like Leadfeeder, Owler, and RollWorks with one of the execution-oriented tools mentioned could be less expensive than a full-stack solution. Or, you might choose to complement a full-stack solution with a few point-solution tools that do something the full-stack solution is still missing.
It all depends on what you’re trying to achieve and which tools you need to do it.
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