In fact, Bombora’s State of ABM report found that, on average, ABM practitioners use just two ABM tools or platforms.
Most organizations start with the tools they already have which often includes a marketing automation platform (MAP). Only once they attain a certain maturity level, do they invest in an ABM platform. ABM is less about a platform and more about a strategy.
And the right account-based marketing software helps bring that strategy to life. ABM tools can help you move away from generic lead gen strategies so that you can generate sales-qualified opportunities, create personalized buying experiences and increase the customer lifetime value (CLTV).
In a sea of ABM marketing tools and execution platforms, choosing 1-2 platforms is hard work. But it’s only half of the equation. A platform like Primer helps you make the data you get usable, build hyper-precise audience lists and deploy cross-channel ads.
But before we get into how you can make the most of your ABM software, let’s review the most popular ABM tools to help you make an informed decision.
Pre-Read: What You Need to Know About Account-Based Marketing
Sidebar: What we’ve learned about choosing the right ABM tool
- Engagio (part of Demandbase) and Triblio (now Foundry) are the best when it comes to collaboration and prioritization between marketing and sales.
- Terminus is best for programmatic display with reverse IP targeting but has lots of limitations.
- Demandbase is kind of smushed together and competes with 6sense.
- 6sense has the best keyword intent targeting and is the leader in the space.
- Lattice’s product hasn’t improved since D&B acquired them.
1. Adobe Marketo Engage
G2 Rating: 4.1/5
Pricing: Available on request
Adobe Marketo Engage has a host of features like advanced audience building, smart nurturing and marketing automations to help you acquire high-value accounts, retain existing ones.
With this ABM platform, you can integrate your marketing campaign activities with your CRM as well as other business apps so you can make data-driven decisions for ABM campaigns. Adobe uses AI and machine learning to help you build high-fit accounts and identify the right buyer personas. You can then create personalized experiences for them across different channels.
Marketo Engage can also be used for lead management, email marketing, and multi-touch attribution.
G2 reviews especially highlight how useful Marketo ABM is for automation and helping bring ABM strategies to life. But some of the users have pointed out the complicated setup which isn’t as inituitive as other platforms as a potential downside.
Key Features:
- Identification of good-fit accounts using AI and machine learning
- Cross-channel engagement
- Helps align sales and marketing
- Create personalized experiences with content intelligence
- Advanced marketing analytics and multi-touch attribution
2. Rollworks
G2 Rating: 4.3/5
Pricing: Available on request
A niche player in Gartner’s magic quadrant, Rollworks is a complete ABM platform with 3 main solutions — identification, engagement, and analytics.
By combining the platform’s data and your first-party data, you can identify your best-fit accounts and reach the right decision-makers.
Check out our review of the 10 Best B2B Data Providers for 2023 Sales Outreach
(P.S. If you want more than 1 third-party ABM data source, tap into Primer’s 12+ accurate and reliable data sources)
To engage your high-fit accounts, Rollworks helps you run account-based ads, retargeting ads (once you integrate your CRM and marketing automation platform), serve personalized ads and trigger automatic emails from reps. It is one of the few platforms that allow you to natively plan, create, manage, and measure LinkedIn and Facebook ads.
One of the biggest challenges ABM professionals face is the inability to report on the effectiveness of the programs. Rollwork’s measurement solution helps you track analytics within the dashboard or in your CRM or automation tool like Salesforce, Marketo or HubSpot.
The integration also let yousync contact lists from Hubspot and use Hubspot data to create dynamic account lists and account groups in RollWorks.
You can track how far along your target accounts are in the funnel to justify the spend, revenue influenced by ABM, and campaign analytics for your ABM ads.
Recent reviewers on G2 seem to like the platform for its advertising and analytics. While the different plans include a basic or advanced version of all three solutions, the platform also has a low entry price, making it accessible to small and midmarket organizations who want to try ABM.
Rollworks is constantly rolling out new features - which is great news for companies that want their ABM programs to evolve as they grow. The product roadmap includes a cross-channel orchestration engine, self-serve keyword intent data, and integration with Salesloft and Outreach.
The support quality is highly rated, at 8.9 on G2.
Key Features:
- Identification of high-fit accounts
- Account-scoring with the help of machine learning technology
- Discover new accounts through the B2B database and the predictive model
- Find intent signals based on what users consume powered by ML
- Engage your ICP and buyers with digital ads and email automation
- Measure the effectiveness of the programs on both account and contact levels.
3. 6sense Revenue AI
G2 Rating: 4.4/5
Pricing: Available on request
6sense is a leader in Gartner’s magic quadrant, and for good reason. This ABM marketing tool has AI-driven predictive models to help run ABM programs.
B2B revenue teams can use 6sense Revenue AI to capture buying signals (even if they’re anonymous), target the right accounts in a timely fashion, and receive recommendations for channels and messages that have a greater chance of conversion.
6sense sends alerts to sales teams with insights about the top 10 accounts, personas, activities, location intent, and predictive scores through their CRM or Slack. Marketers can also customize their qualified account scores to trigger SDR workflows.
The future roadmap looks promising — users will be able to use 6sense data to personalize email content via AI, use a visual workflow builder for data and audience activation, and launch native LinkedIn and Facebook ad experiences.
Some Gartner Peer Insights have indicated that reporting and analytics fall short of their expectations since it’s difficult to navigate and extract program insights.
Key Features:
- Turn intent data into actionable insights
- Create, segment, measure and analyze high-value account targets
- Use dynamic targeting criteria to reach key personas at the right accounts
- Receive AI-powered recommendations to plan, track, and forecast pipeline quality
4. Demandbase One
G2 Rating: 4.3/5
Pricing: Available on request
Another leader in the Magic Quadrant, Demandbase One ABX Cloud offers a comprehensive and integrated solution to run ABM programs.
This ABM tool offers some advanced options for digital advertising like dynamic, personalized ads. But perhaps the highlight is the sales insights and intent data. Demandbase lets you get your hands on sales insights from its ABX Cloud and Sales Intelligence Cloud right in your CRM.
Think current account engagement, how engaging the content is, and insights and first-party data on person-to-person engagement between sellers and buyers. You also get access to third-party data like company attributes, contact details, social insights, and buyer intent.
Gartner Peer Insights users have lauded the platform’s onboarding, education, and campaign management teams for their responsiveness and helpfulness – a must-have when it comes to running successful campaigns. Demandbase also provides online training, comprehensive documentation, and certifications. Above all, you can go to the customer community for advice and improve your strategy.
The future roadmap includes integration with HubSpot CRM, Microsoft Dynamics, and outcome-driven ad campaigns.
One of the downsides of this ABM marketing tool is the one-way integration with social ad platforms — you can activate target audience segments on Facebook, LinkedIn, and Twitter but you cannot view the campaign performance on the dashboard. Some Gartner Peer Insights users have also noted that the platform slows down when handling high data volume.
Key Features:
- Run full cross-channel marketing and sales automations
- AI-driven content recommendations
- AI-powered account identification
- Advanced ABM analytics
- Access company information, B2B contacts, buyer intent, installed tech data (Technographics)
5. Dun & Bradstreet Rev.Up ABX
G2 Rating: 4.3/5
Pricing: Available on request
Another niche player in the Magic Quadrant, Dun & Bradstreet’s Rev.Up ABX solution can help you every step of the way.
With Dun & Bradstreet’s DUNS number for business identification, the related ID graph for identity resolution, and the Dun & Bradstreet Data Cloud, you can connect discrete data sources and create a unified view of your accounts and buying groups.
This ABM tool offers AI-powered insights to help you identify the right audience and then create a consistent user experience by automating your campaigns across channels. Sellers also receive timely insights about buyers to personalize the interaction and speed up sales cycles.
You can use multi-touch attribution models to measure the success of your ABM campaigns and make continuous improvements.
The platform’s strength lies in predictive modeling and analytics thanks to its acquisition of Lattice Engines. Predictive models can help you find lookalike accounts and understand how likely an account is to complete certain actions or become a customer.
The product roadmap is anchored around making data import improvements, including integrating Dun & Bradstreet Hoovers’ data that will help provide company and contact insights. Users will also be able to create an automated predictive model via opportunity data.
Key Features:
- AI-powered models and Dun & Bradstreet Data Cloud help you reach your high-fit buyers.
- Targeted and automated email campaigns to improve opens and CTR
- Access rich web analytics and personalize web experiences for visitors
- Receive buyer insights on their engagement throughout the campaign so sales teams can reach them faster
5 more ABM marketing tools to consider
While we’ve shared a healthy mix of ABM platforms ranging from the leaders in the space to niche players, there’s no dearth of ABM solutions you can pick from.
Here’s a quick overview of 5 more ABM tools you can consider in your search:
1. Jabmo
G2 Rating: 4.1/5
Pricing: Available on request
A niche player in the Magic Quadrant, Jabmo’s ABM Platform is geared towards specific industries like manufacturing, life sciences and healthcare and mainly helps with account expansion.
The company also offers managed services to those who need them. It is one of the few vendors to offer native email support instead of using a third-party vendor. Not having to purchase a separate marketing automation platform means sizeable savings and reducing the load on in-house resources to support ABM programs.
2. Madison Logic
G2 Rating: 4.2/5
Pricing: Available on request
Madison Logic offers various products to help ABM practitioners - ML Platform, ML Insights, ML Signals, ABM Social Advertising with LinkedIn, and Journey Acceleration.
The ML-powered ABM tool supports marketers running ABM programs through ABM content syndication, display, and LinkedIn ads, and its fully managed services. Users like how fast it is to implement and launch programs and how responsive the customer support reps are. A future version will also integrate with Microsoft Dynamics, Salesforce Pardot, and Tableau.
3. Terminus ABM Platform
G2 Rating: 4.4/5
Pricing: Available on request
A leader in the Magic Quadrant, the Terminus Engagement Hub offers a full range of ABM features like intent data and support for various channels like display ads, retargeting, social ads, website personalization, website chat, and email tracking with personalized dynamic signatures.
The highlight of this ABM marketing tool is its support for native channels and advertising options that include connected TV and audio options. The company also has a strong network of certified service partners, including agencies, system integrators, and consultants.
One of the downsides of the platform is that you have to export audiences from Terminus to activate campaigns for Facebook since fully integrated support is only available for LinkedIn.
The future roadmap will see an expansion of the number of channels they support, improvements to the display ad setup, and enhanced engagement tracking.
4. Triblio (now called Foundry ABM)
G2 Rating: 4.2/5
Pricing: Available on request
Triblio, a niche player in the Magic Quadrant, offers a Account-Based Orchestration Platform with the key feature being intent data and channel orchestration.
You can access priority and licensed intent data, including Bombora topic-based intent, and contact-level intent. This ABM tool also offers an integration with G2.
Through a series of acquisitions - first by Foundry, then by LeadSift, KickFire and Selling Simplified - Tribilio has gained access to a larger first-party data network and enhanced buyer intent data.
Compared to other vendors, Triblio doesn’t offer the same level of customization or automation for reporting and analytics.
5. Zoominfo Marketing OS
G2 Rating: 4.4/5
Pricing: Available on request
Another niche player in the Magic Quadrant, ABM practitioners primarily use Zoominfo’s MarketingOS product for its proprietary company, contact, and intent data.
You can also use it to trigger campaigns based on B2B buyer intent signals like de-anonymized site visitors and technographic data.
ZoomInfo can also be used to run display and social media ads and has an in-house DSP (demand side platform) to that effect. You can also build automated workflows to trigger GTM (go-to-market) activities based on insights received from the platform.
The future of ABM is ABX: How Primer can help
The behavior and expectations of B2B buyers is fluid and will constantly evolve. ABM has been helpful in scoring the right leads over traditional lead-generation activities. But marketing has to change to meet buyer expectations.
And so account-based experience or ABX is becoming popular with GTM teams. While ABM is more about identifying the right accounts and priming them for sales, ABX is about crafting an end-to-end journey that serves buyers' needs.
But if you’re new to all this, we know how confusing it can be. But Primer can help.
Our platform is more flexible than any ABM tool out there:
- You get multiple sources of data (~12) instead of one
- You retain complete ownership of your data
- You get access to people-level contact data
- You can deploy campaigns across different channels
First, we bring together all your B2B data from your martech platforms and make it instantly usable by dynamically mapping and reconciling it.
Then, you can build a targeted and hyper-precise audience using any data source — your CRM, a CSV or choose from one of our data providers. Use 1000s of filters and attributes to identify high-fit accounts and find more decision-makers at target companies.
When it comes to deploying your campaigns, you no longer have to rely on a spray and pray approach. We predict audience reach and performance so you only spend your ad budget on the right channels. Above all, we enrich your dataset for each ad channel so you get industry-high match rates on Facebook and Instagram.
We also update your CRM in near real-time with the latest audience data so you can run personalized upsell and nurture campaigns.
And finally, the most important part — you get true cross-channel insights so you can see who in your audience converted on each channel. And you can test which data attributes are the most effective to improve your ABX strategy.
Get a personalized platform walkthrough — no BS. If we can’t help you, we’ll tell you!
