You don’t have to wait months to reap the fruit of an ABM strategy. With the right account based marketing software, you can significantly speed things up and avoid the pitfalls of doing it manually.
The good news is there’s a variety of tools to choose from.
The bad news is that it’s easy to get lost; split user opinions across review sites only add to that confusion.
To remove some of the confusion, we’ve created a list of the best account based marketing software.
👋 Pssst! Pressed for time? 👉 Get 25 FREE leads from Cognism to start your ABM journey.
But before we get into the list, let’s first understand the essence of ABM software:
What is account based marketing software?
Account based marketing software helps sales and marketing teams automate the process of identifying target accounts while nurturing the ones most likely to convert.
In practice, ABM tools help generate leads that fit your ICPs, create messaging that resonates with buyers, personalise the user journey, and encourage potential customers to move down the ABM funnel and spend with your company over time.
Typically, account based marketing involves:
- Account selection.
- Planning.
- Engagement.
- Reporting.
With ABM, you can do all of them at scale.
Conducting ABM campaigns at scale requires marketing and sales to align. Working together to target high-value companies, also known as accounts, and personalising their campaigns is the best way to achieve ABM success.
With a good ABM platform, achieving this alignment and seeing the results of ABM activities is easier.
ABM software automates the most time-consuming activities and provides the right data on target accounts to personalise your campaigns.
With the best tools, you can do almost everything in your ABM strategy, including the following:
- Display advertisement.
- Social advertisement.
- Content syndications.
- Email campaigns.
- Corporate gifting,
List of the best 16 account based marketing tools
So which account based marketing tool is the best? We’ve listed the top 16 ABM platforms, including pros, cons and G2 ratings.
Let’s dive in 👇
1. Cognism
Cognism is an account based marketing platform that removes the need for credits by offering unrestricted views and individual/page-level exporting. Use it to build prospecting lists and connect with new potential customers that fit your ICP.
You can also access manually-verified phone numbers — Diamond Data — so you always reach the right B2B decision-makers in no time.
G2 Score: 4.7
Pros:
- Connect with 87% of your list.
- Manually verified phone numbers.
- Unrestricted access to person and company-level data.
- Easy to set up and use.
- Responsive support.
- Sales and marketing triggers.
- Intent data by Bombora.
What customers say:
“We use Cognism’s data to find the best accounts that fit our ICP. The hiring trigger helps us search for organisations hiring for relevant job titles in the last six months. This gives us a clear indication that the business is looking to scale in our space. The hiring feature is a promising buying signal for us.” - Metrikus
2. 6Sense RevenueAI
6Sense RevenueAI is an ABM tool that leverages AI to provide insights into customer behaviour, intent, and interest. It’s a great tool for marketers looking for help developing messaging that resonates with target accounts.
G2 Score: 4.4
Pros:
- Audience building.
- Intent data.
- Predictive analytics.
3. Demandbase
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Demandbase is a B2B marketing tool and an ABM platform powered by AI. Demandbase lets you identify and engage with target accounts, personalise your messaging, and measure campaign effectiveness.
G2 Score: 4.3
Pros:
- Account identification.
- Audience segmentation.
- Insights around intent data.
4. Terminus ABM Platform
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The Terminus Platform is an ABM solution that helps B2B marketers create and execute targeted multi-channel campaigns. It allows users to identify and engage with high-value accounts across various channels, such as email, display advertising, and social media.
G2 Score: 4.4
Pros:
- Campaign-specific reporting.
- Account identification and scoring.
- Intent data.
5. ZoomInfo Marketing OS
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ZoomInfo Marketing OS is an ABM tool that provides access to accurate and up-to-date information on companies and contacts. It helps sales and marketing teams identify and target high-value accounts, personalise their outreach, and track their campaigns' performance.
G2 Score: 4.4
Pros:
- US-focused database.
- Intent data.
- Website visitor tracking.
6. Pipedrive
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Pipedrive is a CRM software that helps sales teams manage their pipelines and close more deals. It’s one of the top account based marketing tools because it provides a visual interface for tracking deals and automating repetitive tasks like lead capture and follow-up.
G2 Score: 4.2
Pros:
- Easy customisation.
- Simple data import.
- Lead, deal and pipeline management.
7. Adapt.io
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Adapt.io is an ABM vendor and lead generation platform that helps B2B sales teams find and connect with new potential customers. Its central promise is to deliver accurate and up-to-date contact information so you always reach the right people.
G2 Score: 4.6
Pros:
- CSV and CRM export.
- Lead scoring.
- Data enrichment.
8. Alyce
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Another account based marketing solution is Alyce - a gifting and swag platform. It helps B2B marketers engage with prospects and customers in a personalised and memorable way.
Using Alyce, you can send personalised gifts to prospects and customers based on their interests and preferences. As a result, you can build stronger relationships with your prospects and customers and increase your chances of conversion.
G2 Score: 4.7
Pros:
- Wide corporate gifting options.
- Automated research.
- Easy follow-up actions.
9. Reachdesk
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Reachdesk is a sales and marketing platform that helps B2B teams engage with prospects and customers through personalised gifts and direct mail. The ABM tool lets you measure the impact of gifting on your ABM metrics so you can spend your budget wisely.
G2 Score: 4.5
Pros:
- Easy to use.
- Popular integration options.
- Simple package tracking.
10. Metadata.io
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Account based marketing company, Metadata.io leverages AI to drive qualified leads and revenue growth. It automates creating and optimising targeted campaigns across various channels, such as paid search and social media.
G2 Score: 4.6
Pros:
- Revenue performance tracking.
- Lead enrichment.
- Data visualisation.
11. Leadfeeder
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Leadfeeder is a lead generation and website analytics tool that helps B2B marketers identify companies that visit their websites. It provides valuable ABM insights such as website visitors' behaviour, allowing you to engage with high-value prospects and customers.
G2 Score: 4.3
Pros:
- Contact management.
- Lead and opportunity management.
- Sales forecasting.
12. LeanData
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LeanData is a lead routing and management software that helps B2B sales and marketing teams improve efficiency and productivity. It automates the process of routing leads to the right sales reps and provides insights into lead engagement and conversion.
G2 Score: 4.6
Pros:
- Lead analysis.
- Account level insights.
- No-code, drag-and-drop lead routing.
13. Personyze
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Account based marketing platforms like Personyze are a fantastic way for B2B marketers to deliver personalised experiences to website visitors and customers. It provides advanced segmentation and targeting capabilities, letting you deliver personalised content, recommendations, and offers based on visitors' behaviour and interests.
G2 Score: 4.8
Pros:
- Content and product recommendations.
- Email and website personalisation.
- Behavioural targeting.
14. EngageBay
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EngageBay is an all-in-one marketing, sales, and service platform that helps you automate and streamline customer interactions. It’s a good choice as an account based marketing tool because it provides a CRM, marketing automation, and helpdesk solution all-in-one platform.
G2 Score: 4.6
Pros:
- Free version available.
- Landing page A/B testing.
- Email templates.
15. Wrike
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One integral account based marketing service is aligning sales and marketing. Wrike does just that! It’s a project management and collaboration tool that helps teams plan, execute, and track their projects.
It provides a centralised platform for managing tasks, deadlines, and resources, helping teams collaborate more effectively and improving productivity in executing campaigns.
G2 Score: 4.2
Pros:
- Automated workflows.
- Interactive project scheduling.
- Reports customisation.
16. Mailtastic
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Last on our list of account based marketing software is Mailtastic - an email signature marketing platform that helps promote your brand and create ABM campaigns through employees' email signatures. It provides a centralised platform for managing email signatures, enabling businesses to promote content, offers, and events.
G2 Score: 4.6
Pros:
- Matching email signatures to audiences.
- Customisable signature banners.
- Targeted email signature campaigns.
Which tool is best for account based marketing?
Data quality and accuracy are essential for a successful ABM campaign — one of the core aspects that should never be compromised when choosing account based marketing software.
With Cognism, you can achieve nearly 100% data accuracy, making sure you connect with buyers who are more likely to convert.
