Want to know how account-based marketers get it all done? How do they bring marketing and sales teams together in harmony? Locate their prized prospects? And build enviable pipelines?
The truth: they get a little bit of help.

Find the right account-based marketing software and you too can be personalizing, automating, and scaling your way to ABM success.

We’ve scoured the best ABM software out there to bring you a neat little list of 2023’s niftiest platforms.

What do you need account-based marketing software to do?

If you’re new to ABM strategies and tech, you might need a few pointers on account-based marketing tools.

  • Integrations – does the ABM software integrate well with your existing tools?
  • Reporting and analytics – can you easily extract data to find out what’s working and what’s not?
  • Customer support  – easily accessible support is a must-have – particularly for all-in-one marketing platforms
  • Personalization – the more accurate and relevant the personalization, the more likely you are to pull in those prospects.
  • Automation – you need a platform that’ll do the heavy lifting for you.

Where ABM tools help most

Automating tasks

There are plenty of ways you can use account-based marketing software to automate tasks. Automation saves you time and lets you focus on aligning your marketing and sales teams. It can:

  • Create ICPs (ideal customer profiles).
  • Integrate other software.
  • Add personalization to content.
  • Measure engagement using your CRM and ABM platform.

Personalizing content

Personalized content captures the attention of your prospects. Talking directly to your targets shows you’ve researched them, and reassures them that you’re the solution to their problem. Personalization is much more powerful than a generic sales pitch. Here are a couple of ways you can personalize content:

  • Landing pages
  • Ads
  • Emails
  • Direct mails.

Scaling ABM campaigns

The best account-based marketing tools help you scale campaigns. Reaching closely-targeted prospects with hyper-personalized content gets tougher as your target account list grows. ABM software reacts to your needs as outreach ups in scale – making it a breeze to move from one type of ABM to another while still delivering highly tailored outreach.

Best ABM software in 2023

Best all round

Terminus
Featuring a little bit of everything, Terminus is the ABM tool to help you do it all. From identifying key prospects to running multichannel campaigns that you can personalize and scale, it covers all bases.

Features

  • Identify key accounts from your own customer data and Terminus’ third-party data
  • Create pipelines
  • Run multichannel campaigns across ads, chats, web, email, social, and retargeting
  • Create personalized campaigns that scale
  • Bring sales and marketing together and centralize info
  • Analytics and reporting

Why we love it

  • Everything’s in one place
  • You can automate
  • You can segment audiences with analytics and reporting tools in the data studio
  • Sales teams get access to stay in the loop
  • Measure success at every stage
  • Easy to integrate with your traditional outbound marketing activity

What about the cons?

  • You can’t just pick it up and run with it – your team will need training
  • Limited integrations
  • Third-party data can be a bit unreliable

Hubspot
Hubspot dabbles in more than just CRM. Its account-based marketing software helps users define customer profiles and target high-value accounts.

Features

  • Define ICPs and find good-fit targets
  • Score your targets to help prioritize your sales team
  • Create personalized content
  • Automate your processes
  • Manage inbound marketing campaigns alongside your ABM
  • Track and measure engagement throughout the customer journey to learn what you could improve in your strategy
  • Integrate with its own CRM software and other third-party tools

Why we love it

  • It uses AI in the right way to give you recommendations for accounts to target, saving you time and analysis headaches
  • They have templates for workflows and to create your ICP
  • Their personalization tools include creating bespoke content and tailoring engagements with different stakeholders in an account
  • Collaborating with your sales team is so easy – with integrations like Slack and shared access to target home pages, everyone’s literally on the same page

What about the cons?

  • It works alongside Hubspot’s Sales hub and Marketing hub, so it’s not a standalone ABM tool

6Sense
6Sense uses AI to give marketers info on target customer behavior, intent, and interest.

Features

  • Create personalized, multi-channel, and multi-touch campaigns
  • Synchronize and segment data
  • Integrate with CRMs and other marketing tools

Why we love it

  • The audience build tool makes identifying your target audience easy
  • It helps you work out the right time to engage prospects
  • Access to intent data lets you better understand leads
  • The AI-powered analytics give impressive insights

What about the cons?

  • It can get expensive
  • It’s quite US-focused

RollWorks
RollWorks helps you identify, engage, and measure your ABM campaigns.

Features

  • Identify your ICPs, select target accounts, and find key contacts
  • Score your leads with AI recommendations
  • Find potential new businesses to target in their database
  • Prioritize your target accounts by searching for contacts’ content consumption behaviors and intent
  • Automate your pipeline and create content, such as ads to target accounts
  • Measure your campaigns at the account and contact level
  • Integrate it with your CRM

Why we love it

  • Their Site Traffic Revealer tool pinpoints your website visitors and their behaviors to give excellent information to your sales teams
  • You can also use it to tailor web experiences and chat messaging to target your prospects
  • Their account spike tool will tell you when there’s a spike in engagement from your key accounts
  • Audience matching is pretty accurate

What about the cons?

  • Your team will likely need training, especially if account-based marketing is a newer strategy for you
  • Reporting could be stronger

Best for ABM personalization

Turtl
We’re not strictly an account-based marketing platform but boy do we help you create some killer personalized content to reel in those big leads.

Features

  • Create personalized content including newsletters, brochures, case studies, and whitepapers
  • Tailor sections of your content to different audience segments
  • Content that’s easily shared with sales teams
  • Gather in-depth reader insights with analytics and reports

Why we love it

  • Umm, because we made it
  • Its versatility – so many content avenues and umpteen ways to personalize
  • Unmatched analytics. You can see individual clicks, shares, what they read, and how long they read it. It makes those follow-up conversations with the sales team a dream
  • It’s so easy to scale – integrate it with your customer or CRM data and poof – hundreds of thousands of documents are created automatically in one go
  • It’s cost-effective – much cheaper than pricey, personalized direct mail

What about the cons?

  • We’re not the whole ABM package. But what we do offer works pretty well for our customers’ ABM strategies. Check out this ABM content case study if you don’t believe us

Adroll
Adroll rolls all its marketing tools into one platform so you can build and manage campaigns in one place.

Features

  • Multi-platform and channel so can do all your marketing tasks
  • Find and target the right audiences to nurture and build relationships
  • Identify customer problems and create solutions using their tools
  • Customer insights across channels to help you track performance and make improvements
  • Integrates with your CRM
  • Can target by attribute
  • Creates personalized ads to nurture leads

Why we love it

  • Clean, easy-to-use interface
  • Their personalization tools are effective, particularly for ad creation
  • Their attributes tab is handy to see how retargeting is working and to find the best targets
  • A reasonable price entry point for ABM

What about the cons?

  • It’s not a standalone ABM tool
  • It’s hard to say if your sales team could use the platform as it’s so marketing-focused.
  • It’s almost a bit too marketing generic. It’s missing some of the more strategic elements of an ABM strategy

Best for finding leads

Leadfeeder
Leadfeeder’s an ABM tool that’ll help you with lead generation. It shows you who’s visiting your site, how they found you, and what interests them.

Features

  • Captures your web visitors’ behavior, including page visits
  • Integrates with your CRM
  • Identifies the highest-value leads for you
  • Data updates every 5 minutes so you can move quickly

Why we love it

  • You can get stuck straight in with winning high-value prospects
  • Your CRM automatically updates when a lead revisits
  • Good for sales forecasting
  • Easy to manage contacts and leads
  • Helps you understand where your inbound strategy is working
  • Good for startups or small businesses with smaller budgets

What about the cons?

  • If you’re looking to identify brand-new leads, this isn’t the ABM tool for you
  • You need to have Google Analytics
  • It doesn’t integrate with some of the popular sales tools

Zoominfo
Zoominfo tells you who’s visiting your website, how and when’s best to contact targets, and helps you build data-driven campaigns.

Features

  • Access to 100M+ company profiles, 600M+ contact profiles, and more than 4.9K+ company attributes
  • AI algorithms to help you find the right accounts
  • Multi-channel campaigns including display, social, email, and SMS
  • Create demographic filters and identify the key purchasers you need to reach out to
  • Automated workflows
  • Cleans your data regularly

Why we love it

  • The website visitor tracking gives you a good starting point for finding leads to target
  • One of their campaign tools turns your website into a digital storefront. You can track engagement through forms, and unique visitor chatbots – all perfect intel to pass on to your sales team
  • Their data helps you connect with the right prospects at exactly the right time

What about the cons

  • The price – to unlock more features it’ll get a bit pricey

Vainu
Vainu is a Finnish business. Their tool helps you identify prospects and integrate data with your CRM.

Features

  • Find ideal customers and learn the right time to reach out – and the right message to direct them
  • Find ICP businesses with access to a specific Nordic database, with more than 5 million businesses, and a global database with more than 70+ million businesses, and 20+ data fields.
  • An in-built CRM system.
  • Build CRM lists quickly using over 100+ filters.
  • Messaging tools to create effective messages, optimize their timing and measure success.
  • Track buying signals of prospects to help with your next steps.
  • Automation tools through the process.

Why we love it

  • The 100+ filters help you get into the nitty gritty of your prospects and make targeting more specific
  • The user experience is a chef’s kiss. It’s one of the best in the ABM tool world

What about the cons?

  • There aren’t many integrations available for it. You’re limited to Microsoft Dynamics, Salesforce, HubSpot, or Pipedrive as your CRM

Demandbase
Demandbase is an ABM platform that uses detailed account insights and data to help you focus on your customers’ experience. You can identify and engage with your targets at any stage in their buying journey.

Features

  • Connect with your CRM, automation, email, and website platforms
  • Personalize ads
  • Find out who’s visiting your website and retarget them
  • Account manager support
  • Automate ABM tasks
  • Reporting and insight on your campaign’s success

Why we love it

  • You get access to a lot of data – both their own and third-party
  • Engagement intel in the moment, so you can react quickly
  • It’ll automatically clean accounts across your Salesforce or Microsoft Dynamics 365 platforms
  • You can create custom fields based on your needs and sync them back into your CRM

What about the cons?

  • It’s another platform that you’d need to spend time learning before jumping into it
  • You have to add B2B data to your plan
  • Data are a bit more limited in EMEA

Best for ABM automation

Metadata
Metadata.io automates the creation and optimization of targeted multi-channel campaigns.

Features

  • Integrates with popular third-party platforms
  • Report on your campaigns with detailed insights
  • Flexible options to build audiences
  • Personalize web content based on behavioral or firmographic data
  • Run campaign experiments at scale

Why we love it

  • They eradicate repetitive tasks with their automation features
  • It recommends budget spend based on what’s generating more revenue for you

What about the cons?

  • You can’t edit live campaigns
  • It can be expensive

Marketo
Marketo is an Adobe product with a whole suite of ABM tools. Marketing automation includes tools for email marketing, managing leads, and tracking behaviors.

Features

  • Uses AI and predictive scoring to find best-fit accounts quickly
  • Revenue attribution tools to understand where you should use your budget
  • Segment targets
  • Personalize messaging to accounts
  • Multi-channel, including webinars, web, email, ads, and social
  • Automation features across the platform
  • Measures revenue, pipeline and engagement

Why we love it

  • The LinkedIn integration opens the professional network platform up as a useful channel
  • The lead scoring tool works like magic

What about the cons?

  • A long onboarding process

Of all the ABM tactics, personalization is the one that’ll help you connect best with your targets and feed them through your funnel. If you want to get better at personalized content for your prospects, get in touch for a free trial.

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