Account-Based Marketing (ABM) has the potential to transform how you engage high-value accounts. But without the right tools, even the best ABM strategy can turn into a frustrating mess—misaligned teams, disjointed messaging, and campaigns that never quite land.
The reality is that account-based marketing isn’t just about targeting the right accounts; it’s about having the right infrastructure to execute, track, and optimize every interaction. The problem is, there are tons of account-based marketing tools in the market, and many of them do different things.
If you’re wondering how to build a tech stack that actually drives results, this article is for you. Here, I’ll break down the 15 best account-based marketing tools that can help you identify, engage, and convert high-quality prospects.
How to Choose the Best ABM Tool
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Before we get into the tools themselves, let's look at some factors to consider when choosing an account-based marketing tool:
- Data quality and security. In ABM, the value of your data is paramount. So, ensure that your account-based marketing tool provides reliable data with robust security measures. Data breaches or inaccuracies can not only derail campaigns but also damage trust with high-value accounts.
- Customization and flexibility. Your ABM strategy is unique, and your tool should adapt to your specific needs. Look for options that allow custom dashboards, tailored reporting, and flexible workflows. However, note that the more customization an ABM tool offers, the steeper the learning curve will likely be.
- Ease of use. A user-friendly interface can make all the difference. The tool you choose should empower your team to quickly learn and navigate its features without extensive training. This ease of use not only boosts product adoption but also encourages your team to rely on the tool regularly.
- Automation. A good account-based marketing software should ease your workload by automating repetitive tasks such as lead nurturing and follow-ups. This improves efficiency and ensures consistent messaging across touchpoints. However, be mindful of over-relying on automation—you also need a personal touch to build trust with high-value accounts.
- Tracking and attribution. You need clear metrics that show how each engagement contributes to your pipeline. A solid account-based marketing software offers robust tracking and accurate attribution, helping you understand which campaigns truly drive revenue. However, be prepared to learn how to set up and fine-tune these metrics to fit your unique business model.
- Integrations. Your account-based marketing tools should play well with your existing sales and marketing stack. It needs to connect with your CRM, email platforms, and analytics tools without creating data silos. If your integrations aren’t smooth, you might end up duplicating data entry or struggling with fragmented insights.
- Scalability. Your ABM strategy might start small, but it should have room to grow. Choose a tool that can handle an increasing number of accounts and evolving campaign complexity without a complete overhaul of your system.
- Cost. While it’s tempting to opt for the lowest-priced option, you should evaluate whether that tool truly meets your business's unique needs and long-term objectives. Instead of simply choosing the cheapest tool, take a close look at its scalability, feature set, and ability to integrate with your existing systems. Working within your budget is critical, but sometimes a slightly higher upfront investment can save you from costly, inefficient workarounds down the line.
- Customer support. Even the best tools can present challenges. Opt for vendors that offer proactive and accessible customer support. When issues arise, responsive support can save you time and help keep campaigns on track.
Read: Account-Based Marketing versus Lead Generation: Pros, Cons, Differences
Quick Picks: Must-Have ABM Tools for Each Stage
Which ABM Tools Help You Scale Account-Based Marketing Efforts?
Account identification and data enrichment
High-value account targeting starts with clean, accurate data. These account-based marketing tools not only identify the best prospects but also enrich your records so you’re always ready for precise outreach.
ZoomInfo
G2 rating: 4.5/5
ZoomInfo is a robust B2B intelligence platform built to empower marketing and sales teams with up-to-the-minute account and contact data.
This platform has a Sales hub, which features a B2B contact database with over 70 million direct dial phone numbers and more than 174M verified email addresses. It collects this data from a blend of proprietary sources (LinkedIn Sales Navigator, websites, etc.) and advanced technologies to provide an in-depth picture of target companies.
ZoomInfo Sales continuously refines its database through machine learning and human verification, to make sure you have accurate, actionable insights. It scans a wide array of public and private signals—from job changes to funding events—to keep your account profiles current and help you pinpoint the right prospects at the right time.
Key features of ZoomInfo
- Different hubs for different functions: Sales, Marketing, Talent, Operations, and DaaS (Data-as-a-Service);
- Advanced segmentation and filtering based on firmographics and behavioral signals;
- Conversation intelligence functionality to help you analyze customer calls, meetings, and emails;
- Website visitor tracking functionality so you can discover and connect with decision-makers from companies exploring your business website;
- Smooth integration with CRMs and marketing automation systems.
Pricing: ZoomInfo offers a free trial, but you’ll need to reach out to the sales team to get a pricing quote. However, Vendr puts the average quote at $30,000 per annum.
📙 Read: Discover the ideal framework for building and optimizing your ABM team structure and learn how to evaluate and partner with the right ABM marketing agency.
LeadGenius
G2 rating: 4.3/5
LeadGenius is a company that uses a combination of advanced machine learning and expert human research to capture and validate precision data, including hard-to-find data points.
Instead of offering generic datasets, LeadGenius provides custom, on-demand data and insights tailored to your business, ensuring that you have relevant and actionable information.
With LeadGenius, you can:
- Identify net-new greenfield accounts;
- Identify small to medium-sized businesses (SMBs);
- Find international contacts;
- Look up a prospective client’s social media, including TikTok, Instagram, and Facebook, giving you more information on whether they’re a good fit;
- Fill critical missing gaps in accounts you already have in your CRM.
Key features of LeadGenius
- Comprehensive data sourcing that captures hard-to-find information;
- Customizable enrichment tailored to your specific account criteria;
- Deep demographic and firmographic analysis to unearth hidden prospects;
- Smooth CRM integrations for real-time updates and streamlined workflows;
Pricing: LeadGenius’ pricing isn’t publicly shown on its website. But Vendr puts the price at $18,000 per annum.
Wiza
G2 rating: 4.5/5
Wiza is a B2B prospecting platform that boasts 99% LinkedIn coverage and a database of over 800 million contacts—arguably one of the largest in the market. It offers a vast amount of information for each contact including their full name, phone number(s), direct dials, personal and work emails, and more.
Wiza offers extensive filtering controls to help you narrow your search. For individual decision-makers, you can refine searches by name, job title, and school, while for companies, filters like headcount, industry, and year founded help pinpoint precisely the right accounts to engage.
When you find some contacts you’d like to target, Wiza provides you with their verified names and contact information. This platform boasts a 99% accuracy, so you can rest assured that your emails and calls won’t bounce.
Key features of Wiza
- User-friendly Chrome extension for instant access to contact details (from LinkedIn);
- Bulk export prospects to CSV or directly to your CRM;
- Easily integrate and sync your tools for seamless data flow;
- API integration for seamless enrichment within your existing workflows.
Pricing: Wiza offers a free plan where you can get 20 emails and 5 phone numbers per month. Other plans include:
- Email - $83 per month, per user (billed at $990 per year)
- Email + Phone - $166 per month, per user (billed at $1,990 per year)
- Team - starting at $399 per month with annual commitment.
Read: Why Data + Gut Instinct > Data
Personalization and engagement
To win over high-value prospects, your campaigns need to feel tailor-made to your target accounts. The account-based marketing software below helps you craft messages and experiences that speak directly to your audience’s unique needs.
Demandbase One
G2 rating: 4.4/5
Demandbase One is a powerful and customizable ABM platform that leverages AI and big data to deliver personalized digital experiences that resonate with specific companies.
This platform’s strength lies in its ability to integrate your first-party data (CRM, MAP, web activity, email) and third-party data (firmographics, technographics, account ID, intent data) to know who is in-market and what they are signaling.
You can then use this information to personalize your ABM campaigns so they have a better chance at resonating with your target accounts.
Key features of Demandbase One
- AI-powered account targeting and segmentation that zeroes in on the most promising prospects;
- Real-time personalization of website content and ad campaigns based on intent data;
- Integration of third-party data sources to refine audience profiles;
- Detailed analytics that track engagement and campaign performance;
- Predictive insights that help forecast account behavior and optimize outreach.
Pricing: Demandbase One’s pricing isn’t publicly available. Reach out to the sales team to get a quote.
Vendr, however, puts the yearly price at $65,000.
PathFactory
G2 rating: 4.4/5
PathFactory is a content intelligence platform that helps you guide your prospects through a personalized content journey. It reveals how your buyers consume your content so you can create custom marketing campaigns for them.
This platform:
- Shows you who each buyer is and which assets they clicked on your website (and in what order);
- Shows you the top sales and marketing assets that resonate with your target accounts;
- Uses AI to curate content playlists and deliver the right content to each individual, like Spotify but for B2B buyers.
This approach creates a seamless, interactive experience that keeps high-value prospects engaged throughout the buyer’s journey.
Key features of PathFactory
- Intelligent content recommendations that tailor the journey for each prospect;
- Ability to map and optimize the customer journey through dynamic content activation;
- Forms to help you capture buyer information, get higher content engagement, and hit lead conversion goals;
- Integration with email marketing tools to trigger personalized follow-up actions.
Pricing: PathFactory’s pricing isn’t publicly available. But Vendr puts it at an average of $49,950 per year.
📙 Read: Explore the critical roles and skills needed for account-based marketing and unlock four powerful ways to leverage generative AI in your ABM strategy.
Dynamic Yield
G2 rating: 4.5/5
Dynamic Yield by Mastercard is a leading personalization platform designed to elevate user engagement through tailored experiences.
It harnesses powerful machine learning algorithms to analyze user behavior in real time, delivering personalized content and recommendations that resonate with each visitor. This way, you can algorithmically match content, products, and offers to each customer's preferences and anticipate their future behavior.
Dynamic Yield goes beyond simple content personalization by integrating seamlessly with your existing digital infrastructure, ensuring that every touchpoint—from websites to mobile apps—delivers a cohesive, customized experience.
Key features of Dynamic Yield
- Real-time personalization across web, mobile, and email channels;
- Machine learning-driven recommendations that adapt to individual user behavior;
- Easy integration with existing content management and marketing automation systems;
- Robust testing and optimization tools to fine-tune user experiences;
- Comprehensive analytics that measure engagement and conversion impact.
Pricing: Dynamic Yield’s pricing isn’t publicly available. Reach out to the sales team to book a personalized demo and/or request a quote.
Read: 4 Generative AI Workflows for Account Based Marketing
Sales and marketing alignment
Unified teams make for unstoppable ABM efforts. These account-based marketing tools create a shared view of account interactions, ensuring that sales and marketing teams are always on the same page.
Highspot
G2 rating: 4.7/5
Highspot is a sales enablement platform that unifies marketing and sales efforts by providing a central hub for content management, CRM sync, and actionable insights.
This account-based marketing platform helps both teams stay on the same page by ensuring that sales reps have immediate access to the latest, most effective marketing content while marketing teams receive feedback on what works in the field.
Highspot’s AI-driven recommendations help tailor content delivery to specific prospects, enhancing sales conversations and ensuring a cohesive customer experience.
Key features of Highspot
- Unified content management with real-time updates;
- AI-driven recommendations that suggest optimal content for specific sales scenarios;
- Actionable analytics that connect enablement efforts to business outcomes and help you course-correct faster, when needed;
- Seamless CRM integration that ensures data flows effortlessly between sales and marketing teams;
- Sales training and onboarding features that keep teams current on messaging.
Pricing: Highspot’s pricing isn’t publicly available. Reach out to the sales team to request a personalized quote.
LeanData
G2 rating: 4.6/5
LeanData is a robust lead management and routing solution designed to streamline sales and marketing alignment. It also caters to Marketing Operations, Customer Success, and IT teams.
LeanData’s core strength lies in automating lead routing and matching, ensuring that high-value prospects are immediately channeled to the right team members.
By syncing with CRM systems, LeanData provides a unified view of lead interactions, helping marketing and sales teams collaborate effectively and make data-driven decisions about account engagement.
Key features of LeanData
- Captures, cleanses, enriches, connects, and delivers data from multiple sources in just one place;
- Automated lead routing based on intelligent matching algorithms;
- Qualify, match, and book meetings directly from webforms and chat;
- Instantly schedule follow-ups and handoffs with the right people, directly from within Salesforce (a CRM tool);
- Shared dashboards that provide a unified view of lead performance and engagement.
Pricing: LeanData’s pricing isn’t publicly available. Reach out to the sales team to book a demo.
Vendr, however, puts LeanData’s average pricing at $21,435 per annum.
Seismic
G2 rating: 4.7/5
Seismic is a dynamic AI-powered sales enablement platform that bridges the gap between sales and marketing by delivering personalized content and predictive insights.
This platform centralizes content management and leverages AI to provide recommendations on the best assets to use during sales engagements. It provides sales teams with a single hub for onboarding, learning, coaching, and content so they drive better conversations and deeper relationships with customers.
For marketing teams, Seismic suggests personalized content and provides data-backed insights into what’s working and what’s not, so the team can fix the issue(s).
Key features of Seismic
- Personalized content management that adapts to individual sales scenarios;
- Smooth CRM integration for a shared, real-time view of customer data;
- AI-driven insights that provide recommendations for optimal content usage;
- Tools for creating, managing, and updating sales collateral to keep messaging fresh;
- Real-time analytics and shared dashboards that track content performance.
Pricing: Seismic’s pricing isn’t publicly available. Reach out to the sales team to book a demo.
According to Vendr, the median Seismic buyer pays $30,500 per annum.
Orchestration and automation
Scaling account-based marketing means reducing manual tasks while keeping campaigns fluid and responsive. These ABM orchestration and automation tools streamline your workflows and free up time for your ABM team to focus on strategy instead of time-consuming tasks.
Terminus by DemandScience
G2 rating: 4.4/5
Terminus is an account-based marketing orchestration platform designed to manage and automate multi-channel campaigns with precision. It helps marketers and sales reps run coordinated personalized campaigns across display, social, email, and more by leveraging a centralized dashboard.
Key features of Terminus
- Brings 1st, 3rd and CRM Data together for a unified look at strategy health;
- Identifies in-market target accounts, both new to your business and existing in your CRM;
- Provides automated chatbots for website visitors to interact directly with your team and content;
- Automates ad placements and adjusts messaging in real time based on account activity.
Pricing: Terminus’ pricing isn’t publicly available. Reach out to the sales team to request a demo.
Jabmo
G2 rating: 4.1/5
Jabmo is an account-based marketing platform that excels in orchestrating complex, multi-channel campaigns with a focus on precision targeting and automation.
This platform identifies, targets, and maximizes your audience reach with a non-US centric system that includes and tracks country-specific IP addresses. It also identifies your ideal target accounts’ position in the buying journey, prioritises them and customises messages so your efforts can resonate with them.
By eliminating manual processes and centralizing campaign control, Jabmo allows your team to quickly respond to changing account signals while keeping the messaging highly personalized.
Key features of Jabmo
- Automated campaign setup and real-time optimization for efficiency;
- Programmatic advertising tailored to target high-value accounts;
- Dynamic creative personalization to engage target accounts on a personal level;
- Robust reporting tools to monitor performance and adjust strategies;
- Seamless integration with existing marketing stacks to streamline workflows.
Pricing: Jabmo’s pricing isn’t publicly available. Reach out to the sales team to book a demo.
Influ2
G2 rating: 4.6/5
Influ2 is a buyer-centric advertising platform that brings a unique approach to account orchestration and automation. It shifts the focus from traditional account-level targeting to individual decision makers, ensuring your ads reach the right people within high-quality accounts.
Influ2 automates the delivery of personalized ads across multiple channels, which improves the impact of your campaigns by directly addressing the specific interests and roles of your targets. This precision not only increases engagement rates but also optimizes budget allocation by focusing spend on individuals most likely to convert.
Key features of Influ2
- Person-based targeting that reaches individual decision makers;
- Automated ad delivery tailored to the specific interests of target individuals;
- Cross-channel orchestration ensuring cohesive messaging across digital platforms;
- Detailed performance analytics to see how much pipeline you generated, and to fine-tune audience targeting and budget spend;
- Integration capabilities that allow smooth data flow with CRM and marketing systems.
Pricing: Influ2’s pricing isn’t publicly available. Reach out to the sales team to book a demo.
Vendr, however, puts Influ2’s median contract value at $60,000 per annum.
Analytics and attribution
Proving ROI requires clarity on what’s working—and what isn’t. The platforms below track every interaction, letting you see which tactics are moving the needle and where to adjust your approach.
Madison Logic
G2 rating: 4.3/5
Madison Logic is an account-based marketing platform that goes beyond basic engagement metrics by delivering deep, actionable insights into how your personalized campaigns drive revenue. This tool aggregates cross-channel data to present a clear picture of each marketing touchpoint’s contribution.
It employs advanced multi-touch attribution models and predictive analytics that help you understand which channels and tactics are most effective. This enables you to adjust your strategy in real time and invest confidently in the campaigns that truly move the needle.
Key features of Madison Logic
- ABM content syndication, which identifies and engages the accounts ready to buy with content that builds trust and accelerates demand;
- ABM display advertising, which guides high-intent buying groups to your brand with ads designed to turn awareness into action;
- ABM connected TV, which engages decision-makers using high-visibility video advertising;
- ML platform, which tracks every dollar’s impact with real-time insights across your ABM channels;
- Integration with various marketing and CRM systems to consolidate data seamlessly.
Pricing: Madison Logic’s pricing isn’t publicly available. Reach out to the sales team to book a demo.
Adobe Marketo Measure
G2 rating: 4.7/5
Adobe Marketo Measure is a robust analytics and attribution solution designed specifically to close the loop between marketing activities and revenue outcomes. It does this by providing a granular view of how different marketing channels contribute to sales.
By leveraging AI-driven insights and sophisticated attribution models, Adobe Marketo Measure gives you the complete view of progression and performance to fully optimize your go-to-market strategy at every stage or touxhpoint.
This tool is especially useful when you need to justify your marketing spend, as it pinpoints the precise contributions of campaigns and optimizes ROI across your portfolio.
Key features of Adobe Marketo Measure
- AI-driven attribution models that assign revenue impact to each touchpoint;
- Detailed revenue impact modeling that links marketing activities directly to sales outcomes;
- Real-time dashboards that monitor campaign performance and adjust metrics on the fly;
- Customizable reporting tools that align with your specific business objectives;
- Seamless integration with Adobe’s marketing ecosystem and other important marketing and sales platforms.
Pricing: Marketo Measure’s pricing isn’t publicly available. Reach out to the sales team to get customized pricing.
InsightSquared by Mediafly
G2 rating: 4.4/5
InsightSquared is a revenue analytics platform that transforms raw sales and marketing data into clear, actionable insights for ABM strategies.
This tool stands out by providing comprehensive reporting and forecasting capabilities that help teams connect the dots between marketing efforts and revenue generation. It digs deep into performance metrics, allowing you to see exactly which campaigns and interactions are driving conversions.
With its flexible, customizable dashboards and powerful predictive analytics, InsightSquared not only tracks current performance but also anticipates future trends, ensuring you stay one step ahead.
Key features of InsightSquared
- Customizable dashboards that offer a tailored view of campaign performance;
- Advanced reporting that highlights the revenue contribution of specific marketing activities;
- 350+ out-of-the-box reports to help you get started without having to code;
- Predictive analytics to forecast trends and optimize future campaigns;
- Integration with CRM systems to merge sales and marketing data for a unified view.
Pricing: InsightSquared’s pricing isn’t publicly available. Reach out to the sales team to book a demo.
However, according to Vendr, InsightSquared’s median buyer pays $26,778 per annum.
Read: Hiring for ABM: Essential Roles and Skills in Account-Based Marketing
Need Expert Help Implementing ABM?
Success in ABM isn’t solely about having the right tools—it’s about executing strategies in a way that resonates with your target accounts. Even the most advanced account-based marketing software can fall short without expert guidance.
Leveraging the expertise of seasoned ABM professionals not only saves time and prevents wasted spend, it also drives better results by ensuring that your strategy is executed with precision.
If you’d like to hire an ABM expert or fractional marketing executive without the hassle that comes with the traditional hiring process, MarketerHire’s your best bet.
MarketerHire connects businesses like yours with pre-vetted ABM specialists who know how to make your ABM tech stack work in your favor. These experts can help you:
- Implement the right technologies tailored to your strategy;
- Personalize outreach for high-value accounts, crafting messaging that resonates and builds genuine connections;
- Align your sales and marketing functions, creating unified campaigns that maximize impact across every touchpoint;
- Track and optimize your ABM campaigns, ensuring that every dollar spent is accountable and drives measurable growth.
Having a dedicated ABM expert on your side can be the difference between a lackluster campaign and a high-converting, revenue-driving strategy.
Reach out to us today to begin your search for an ABM specialist.