Account-Based Marketing (ABM) has emerged as a powerful B2B marketing strategy that focuses on targeting and engaging high-value accounts. To succeed with ABM, marketers need the right account-based marketing tools in their arsenal. These tools enable precise targeting, personalized messaging, and seamless collaboration between marketing and sales teams.
In this guide, we'll explore 12 of the best account-based marketing tools (ABM tools) available today. From all-in-one platforms to specialized solutions for data-driven enrichment and content experience, these tools can help you take your account-based marketing efforts to the next level.
Whether you're just getting started with ABM or looking to optimize your existing marketing campaigns, discovering the perfect tool for your needs is crucial. Let's dive in and uncover the top ABM tools that can transform your marketing strategy and drive remarkable results.
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ABM tools are specialized ABM software solutions designed to help businesses implement and execute Account-Based Marketing strategies effectively. These tools provide a range of features and functionalities that enable marketers to identify, target, engage, and nurture high-value accounts, ultimately driving revenue growth and improving customer relationships.
At their core, ABM tools help businesses align their sales and marketing efforts by focusing on specific accounts that have the highest potential for conversion and long-term value. These tools leverage intent data and insights to create personalized experiences for each target account, ensuring that the right message reaches the right people at the right time through multiple touchpoints in the customer journey.
One of the key features of ABM tools is their ability to provide in-depth account intelligence. By integrating with various data sources, such as CRM systems, social media platforms, and website analytics, ABM tools can gather comprehensive information about target accounts, including their demographics, firmographics, technographics, buying signals, and behavioral data.
This intelligence enables marketers to develop targeted content, personalized campaigns, and tailored engagement strategies that resonate with each account's unique needs and preferences throughout their buying journey.
The right ABM tools can streamline the process of identifying and prioritizing high-value accounts. Through advanced algorithms and machine learning capabilities, these account-based marketing software (ABM software) can analyze vast amounts of data to uncover accounts that have the highest likelihood of converting and generating significant revenue.
This allows businesses to focus their resources on the most promising opportunities, optimizing their marketing efforts and maximizing ROI.
In summary, the main benefits of ABM tools include:
With the power of ABM tools, businesses can streamline their ABM strategies, deliver exceptional customer experiences, and achieve their growth objectives more efficiently.
When it comes to implementing a successful account-based marketing strategy, having the right account based-marketing tools in your arsenal is crucial. The right ABM tools help you identify and target high-value accounts, personalize your marketing efforts, and align your sales and marketing teams for maximum impact.
In this section, we'll explore 11 of the best ABM tools available on the market today, each offering unique features and functionalities to streamline your ABM campaigns. These solutions from various providers can be integrated into your existing tech stack to enhance your marketing effectiveness.
From comprehensive platforms like Terminus and Demandbase to specialized solutions for data-driven enrichment, content experience, and social selling, these tools are designed to help you engage your target accounts effectively and drive better results from your ABM initiatives.
Copy.ai is an innovative AI-powered platform designed to streamline and supercharge go-to-market efforts for sales, marketing, and operations teams. By unifying AI capabilities, intent data sources, and GTM best practices into a single platform, Copy.ai helps businesses eliminate inefficiencies, break through content bottlenecks, and accelerate their overall GTM velocity while improving their GTM AI Maturity.
For go-to-market teams struggling with disconnected tools, content bottlenecks, and inefficient processes, Copy.ai offers a compelling solution. Copy.ai’s GTM AI Platform harnesses the power of AI within a unified platform, helping your business to produce better content faster, standardize best practices, and gain the insights and efficiency necessary to achieve breakout GTM success and reduce GTM Bloat.
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TL;DR: Who's This For? Copy.ai is an ideal solution for small to medium-sized go-to-market teams looking to enhance their content creation, improve efficiency, and maintain brand consistency.
Hubspot is an all-in-one inbound marketing, sales, and customer service platform designed to help businesses grow better. With a full stack of software for marketing, sales, and customer service, Hubspot provides everything you need to attract, engage, and delight customers. The platform includes tools for content management, social media, web analytics, landing pages, customer support, CRM, and more.
Hubspot is best suited for small to medium-sized businesses looking for an integrated solution to manage all their marketing, sales, and service needs in one place. It's especially useful for companies focused on inbound marketing strategies to attract, convert, close deals, and retain customers. While robust, the interface is intuitive and there are lots of resources to get up and running quickly.
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TL;DR: Who's This For? Hubspot is an excellent choice for SMBs wanting an all-in-one platform to manage inbound marketing, sales, and customer service in a single solution.
Nextroll is a powerful marketing technology platform designed to help ambitious B2B and D2C companies accelerate their growth through AI-driven digital advertising. Whether you want to target key accounts, boost ecommerce sales, or streamline cross-channel marketing campaigns, Nextroll provides a comprehensive suite of tools to reach your goals and maximize ROI.
One standout feature is Nextroll's AI optimization, which leverages machine learning to continually refine ad targeting and performance across display, social, and email. This enables lean marketing teams to run highly effective marketing campaigns at scale. Nextroll also simplifies multi-channel campaign management and offers advanced account-based marketing capabilities through its RollWorks platform for B2B.
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TL;DR: Who's This For? Nextroll is ideal for growth-focused B2B and D2C companies looking to leverage AI and streamline multi-channel digital advertising to engage target audiences and drive measurable revenue impact at scale.
Terminus is a powerful account-based marketing (ABM) platform designed to help B2B go-to-market teams efficiently grow revenue by engaging target accounts with precision. By bringing together first-party data, third-party intent signals, and CRM insights, Terminus enables revenue teams to identify and prioritize best-fit accounts based on ideal customer profiles (ICPs), orchestrate multi-channel campaigns, and measure impact on pipeline and revenue.
Terminus stands out for its robust data foundation, breadth of engagement channels, and ability to align sales and marketing efforts around high-value accounts. The platform is ideal for B2B organizations looking to make ABM a strategic growth lever. Companies of all sizes can benefit from Terminus to create more efficient, predictable revenue engines by focusing on the accounts that matter most.
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TL;DR: Who's This For? Terminus is best for B2B marketing, sales, customer success and operations teams looking to make account-based strategies the centerpiece of their go-to-market approach and create a more targeted, efficient revenue engine.
Uberflip is a powerful content experience platform designed for B2B marketing and sales teams to create personalized content at scale tailored to each buyer’s journeys. It centralizes content from various sources, making it easy to manage, customize, and deliver engaging experiences tailored to target audiences. With Uberflip, you can quickly build content hubs and landing pages to showcase your best content in a compelling way.
One of Uberflip's key strengths is personalization. You can dynamically customize content based on visitor attributes and use AI-powered recommendations to surface the most relevant content to each individual. Robust analytics help track engagement and gain insights to optimize your content strategy. Uberflip is an excellent solution for B2B teams looking to enable marketing and sales with the right content to educate buyers, generate demand, and accelerate deals.
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TL;DR: Who's This For? Uberflip is best for mid-market to enterprise B2B companies with dedicated marketing teams focused on delivering personalized content experiences to fuel demand gen, ABM, and sales enablement.
Marketo is an industry-leading marketing automation platform that helps companies attract and engage prospects, close more deals, and accurately measure marketing success. As part of the Adobe Experience Cloud, Marketo empowers marketers to create personalized, cross-channel campaigns that deliver results.
With Marketo, you can streamline and automate key marketing tasks and workflows across multiple channels like email, web, social media, and digital ads. Marketo provides powerful tools for lead management, account-based marketing, email marketing, campaign management, marketing analytics, and more. It's an ideal solution for B2B marketing teams looking to scale their efforts and drive more revenue.
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TL;DR: Who's This For? Marketo is best suited for mid-market and enterprise B2B companies looking for a comprehensive marketing automation platform to streamline processes and drive more leads and sales.
Clearbit, now rebranded as Breeze Intelligence for HubSpot, is a powerful B2B data-driven solution that enables go-to-market teams to reach the right audiences and maximize the potential of AI. By providing clean, precise, and reliable data-driven leads, contacts, and accounts, Clearbit solves key challenges around data enrichment, lead scoring, routing, and uncovering buying intent.
Clearbit is an ideal solution for B2B marketing, sales, and service teams looking to enhance the effectiveness of their efforts. The platform seamlessly integrates with HubSpot and offers comprehensive data enrichment, real-time lead scoring and routing, website visitor intelligence, and intent-based outreach capabilities. Its powerful combination of intent data accuracy, coverage, and activation features set it apart in the B2B data space.
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TL;DR: Who's This For? Clearbit is an excellent choice for mid-market to enterprise-level B2B companies looking to optimize their go-to-market strategies, improve lead quality, and drive more efficient growth.
Leadfeeder is a powerful B2B website visitor tracking software that helps businesses identify, qualify, and connect with potential customers who visit their website. By revealing the companies behind anonymous website visits and providing detailed information about their behavior, Leadfeeder enables sales and marketing teams to generate high-quality leads and optimize their outreach efforts.
The software offers robust lead qualification features, including custom segmentation and automatic lead scoring based on visitor behavior. Leadfeeder's integration with popular CRM and marketing automation platforms is another significant benefit, automatically syncing visitor data to enable targeted campaigns and personalized outreach. For B2B companies looking to maximize the value of their website traffic and generate more qualified leads, Leadfeeder is an excellent solution.
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TL;DR: Who's This For? Leadfeeder is best suited for B2B companies with established sales and marketing teams looking to generate more qualified leads from their website traffic.
LinkedIn Sales Navigator is a powerful sales tool that helps B2B sellers find the right prospects, engage effectively, and close more deals faster. By leveraging the vast professional data available on LinkedIn, Sales Navigator provides advanced search capabilities, lead recommendations, and valuable insights to help sales teams reach decision makers.
Sales Navigator is ideal for any B2B sales professional looking to build their pipeline and have more meaningful conversations with potential buyers. The tool solves key challenges like finding the right people to target, understanding buying intent, and engaging with prospects in a personalized way at scale.
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TL;DR: Who's This For? LinkedIn Sales Navigator is an excellent tool for B2B sales professionals and teams looking to improve their prospecting, relationship building, and lead generation on LinkedIn.
Apollo is an all-in-one sales intelligence and engagement platform designed to help B2B sales teams find the right buyers and close more deals faster. With access to a database of over 210 million contacts and 35 million companies, Apollo makes it easy to search for and discover your ideal prospects based on criteria like job title, company size, industry, and more.
The platform solves key challenges across the sales process, from lead generation and prospecting to outreach and pipeline management. Apollo's sales engagement features allow reps to automate personalized email sequences, track opens and replies, and efficiently make calls. Powerful data enrichment and analytics capabilities help sales operations teams streamline workflows and enable sales leaders to coach their teams effectively. Whether you're a founder looking to jump-start outbound prospecting or a revenue leader seeking to enable efficient growth, Apollo offers a comprehensive suite of tools to power your sales efforts.
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TL;DR: Who's This For? Apollo is an ideal sales intelligence and engagement platform for B2B sales teams of all sizes looking to accelerate growth by identifying high-value prospects, personalizing outreach at scale, and closing more deals efficiently.
Demandbase is a powerful account-based platform designed to help B2B enterprises identify, engage, and convert their most valuable customers. By unifying intent data, insights, and action across marketing, sales, and advertising channels, Demandbase enables go-to-market teams to execute their ABM strategies with precision and confidence.
The platform solves critical challenges that B2B revenue teams often face, such as identifying and prioritizing high-value accounts, engaging key decision-makers with personalized experiences, aligning sales and marketing efforts, and measuring the impact of ABM programs. Demandbase's robust data foundation, advanced AI capabilities, and purpose-built solutions make it a compelling choice for organizations looking to achieve predictable, efficient growth through account-based strategies.
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TL;DR: Who's This For? Demandbase is ideal for B2B enterprises with dedicated resources and a strong commitment to account-based go-to-market strategies, empowering revenue teams to collaborate and engage high-value accounts efficiently.
ZoomInfo is a powerful go-to-market intelligence platform designed to help B2B companies accelerate their growth. It provides comprehensive data and AI-powered tools that enable sales, marketing, and recruiting teams to identify, connect with, and close their ideal customers more efficiently.
One of ZoomInfo's key strengths is its vast database of accurate and up-to-date company and contact information. Users can access detailed profiles, direct dial phone numbers, email addresses, and organizational charts to improve their outreach effectiveness. The platform's advanced search capabilities allow teams to quickly identify their ideal customer profiles and build targeted prospect lists based on criteria like company size, industry, and technologies used.
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ZoomInfo offers several packages tailored to your business’s size and goals, but specific pricing in USD isn’t publicly disclosed. Costs are determined by factors such as the number of user licenses, level of data access, and credit usage for exporting contacts. Businesses looking for comprehensive intelligence, verified data, and seamless integrations with existing Tech stacks will find ZoomInfo especially appealing. For more details, visit: https://www.zoominfo.com/pricing
To learn more, check out this conversation with Samantha McKenna
When choosing an ABM tool, it's important to consider your company size, industry, specific use cases, and budget. Here's a quick recap of which tool is best suited for different types of businesses:
Ultimately, the best ABM tool for your business will depend on your unique needs, goals, and resources. Consider your priorities, evaluate the key features and pricing of each option, and take advantage of free trials or demos to find the perfect fit for your team.
Account-Based Marketing (ABM) tools are specialized software solutions that help businesses implement and execute ABM strategies by targeting and engaging high-value accounts.
ABM tools are crucial for B2B marketers because they enable them to focus their efforts on targeting and engaging the accounts with the highest potential for conversion and long-term value.
When evaluating ABM tools, look for features like account intelligence, personalized messaging capabilities, sales and marketing alignment functionality, and data enrichment to help identify and engage target accounts effectively.
ABM tools align sales and marketing by providing a shared view of target accounts, enabling coordinated outreach and engagement, and measuring the impact of ABM campaigns on pipeline and revenue.
Some of the leading ABM tools include Copy.ai, HubSpot, Terminus, Marketo, and Demandbase, each offering a range of features and capabilities to support different ABM use cases and strategies.
To select the best ABM tool for your needs, consider factors like your company size, industry, specific use cases, and budget. Many tools offer free trials or demos to help you evaluate their functionality before committing.
When choosing an ABM tool, prioritize the features and capabilities that align with your ABM strategy and goals, such as account selection, engagement channels, reporting and analytics, and integrations with your existing tech stack.
Yes, most leading ABM tools offer integrations with popular CRMs, marketing automation platforms, and other sales and marketing technologies to ensure seamless data flow and workflow alignment.
To get started with ABM tools, define your ABM strategy and goals, research and compare available tools, take advantage of free trials or demos, and gradually implement and test the tool with a pilot group of target accounts.
By leveraging ABM tools, businesses can better identify and prioritize high-value accounts, deliver personalized and coordinated outreach across channels, measure the impact of ABM efforts, and ultimately drive higher conversion rates and revenue growth.
Account-based marketing tools (ABM tools) are essential for B2B companies looking to implement a more targeted, efficient go-to-market strategy focused on engaging and converting their most valuable accounts. By leveraging the power of data, AI and its predictive analytics, and automation, these tools enable marketing and sales teams to work together to deliver personalized experiences that drive real business impact.
In our review of the top ABM tools, we found that each platform offers a unique set of capabilities to support different aspects of an account-based approach. Copy.ai excels for its AI-powered content creation and GTM acceleration, while Hubspot and Marketo provide comprehensive marketing automation functionality. Nextroll and LinkedIn Sales Navigator are powerful for account targeting and social selling, respectively. Clearbit and Leadfeeder enable teams to enrich their data and identify high-intent accounts. Uberflip excels at personalized content experiences, and Apollo is a robust sales intelligence and engagement platform. Finally, Terminus and Demandbase offer end-to-end ABM orchestration.
These tools collectively address the critical challenges B2B marketers face today, from strengthening demand generation to streamlining follow-up processes and shortening sales cycles. When implemented correctly, ABM platforms help marketing teams create compelling content for webinars and other high-value formats that engage decision-makers throughout their buying journey. This coordinated approach significantly improves sales pipeline health and velocity, resulting in faster deal closure and higher conversion rates.
Ultimately, the right account-based marketing platform for your business will depend on your specific needs, resources, and goals. Consider ABM software from factors like the size and complexity of your target account list, the channels you want to leverage, the level of sales and marketing alignment you need, and your budget. Many of these tools offer free trials or demos, so take advantage of those to get a firsthand feel for how they can elevate your ABM game.
These powerful tools will supercharge your go-to-market efforts and help you make a lasting impression!
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