Choosing account-based marketing software is difficult. The category spans CRM-native tools, intent-data products, advertising platforms, and AI-driven options. The right choice looks different for every team.
Account-based marketing (ABM) software helps B2B teams focus on high-value accounts instead of pursuing a broad lead list. This guide compares 13 current options and provides a decision map for narrowing the list.
As HubSpot Senior Director of Corporate Strategy Ryan Batter puts it: “The beauty of ABM is that it’s customizable to a team’s readiness and budget. Look for a CRM with strong integrations to ABM-specific tools so you can shape the strategy around your stack.”
Table of Contents
- What is account-based marketing software?
- Key Features to Look for in ABM Software
- The Best Account-Based Marketing Software
- ABM Software Decision Map
- Frequently Asked Questions About ABM Software
- Choosing the Right ABM Software for Your Team
What is account-based marketing software?
Account-based marketing software helps B2B teams identify, prioritize, engage, and measure a defined set of high-value accounts and buying groups. ABM software coordinates marketing and sales around companies rather than disconnected leads. For the strategic distinction, see HubSpot’s guide to account-based marketing vs. inbound marketing.
Most ABM products support five core functions:
- Account and contact discovery — identifies companies and buying-group members that match an ideal customer profile using firmographic, technographic, role, and intent signals.
- Target account list building — helps teams assemble, tier, and maintain the accounts that marketing and sales will pursue together.
- Intent data and ICP scoring — ranks accounts by fit and buying signals so teams can prioritize the accounts most likely to engage.
- Multichannel engagement — coordinates account-based advertising, email, web personalization, events, social, and sales outreach.
- Account-level reporting — measures engagement, pipeline, and revenue by account and buying group.
Integration connects those functions. ABM software should link the CRM, advertising channels, sales workflows, and relevant product or customer data so marketing and sales can act on the same account record. That connection is why many teams compare CRM-connected ABM options before adding standalone point tools.
How ABM Software is Changing in 2026
ABM software is moving beyond static account lists. Current tools increasingly use AI to research accounts, identify buying groups, recommend next actions, and automate campaign execution as new signals arrive.
That shift makes data quality and governance more important, not less. AI can only act reliably when CRM records, account definitions, and workflows are clean. I explore the change in more detail in my HubSpot piece on AI-powered ABM orchestration.
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Key Features to Look for in ABM Software
ABM software should improve focus, not add complexity. Gartner’s 2025 Tech Marketing Benchmarks Survey found that tech providers running ABM programs saw pipeline lifts of more than 11% compared with traditional demand generation or prospecting. When comparing vendors, focus on these six capabilities:
- Account intelligence and ICP scoring — evaluates how accurately the product identifies and tiers accounts that resemble the organization’s best customers.
- Intent data — shows whether accounts are demonstrating buying signals and explains where those signals come from, how they are verified, and how often they are refreshed.
- Account-based advertising and multichannel engagement — coordinates buying-group outreach across paid media, email, web personalization, events, social, and sales channels. HubSpot’s guide to account-based advertising explains the advertising layer in more detail.
- Sales and marketing alignment — gives both teams a shared view of target accounts, open deals, stakeholder activity, and next actions.
- CRM integration — provides native, two-way synchronization so account, contact, deal, and engagement data remain consistent across systems.
- Account-level reporting — connects campaign engagement to pipeline and revenue by account. Buyers can use HubSpot’s account-based marketing metrics guide to define the reporting model.
Pro tip: Early-stage and lean teams should avoid overbuilding the stack. In my experience running ABM programs for B2B SaaS companies, teams should start by defining a tight target account list and using the ABM capabilities already available in their CRM. Add one intent, advertising, or personalization layer only when a clear program need justifies it, and choose tools whose data and workflows are reliable enough to support automation or AI agents. I discuss that build-versus-buy shift in my notes from SaaStr AI 2026.
The Best Account-Based Marketing Software
These 13 tools cover different layers of an ABM stack, from CRM-native account management to intent data, advertising, orchestration, personalized experiences, and routing. Each section explains the product’s role, then summarizes its key features, best fit, current pricing information, and the author’s assessment.
1. HubSpot ABM Software
HubSpot ABM Software helps marketing and sales teams run account-based programs within HubSpot Smart CRM. Teams can mark target accounts, define ideal customer profile tiers, build workflows, personalize outreach, and report on account engagement and deal progress without moving core account data into a separate system.
HubSpot’s data layer also incorporates capabilities from Clearbit. The data enrichment tool adds firmographic and technographic context to contact and company records, while Breeze Assistant can analyze CRM patterns to help teams define an ICP and build segments. HubSpot’s ABM tools are available in premium editions of Marketing Hub and Sales Hub.
Key Features
- Target account management: the target account management workspace gives marketing and sales a shared view of target accounts, open deals, buying roles, and engagement.
- Data enrichment and ICP support: the data enrichment tool keeps account records current, and Breeze Assistant helps teams identify patterns across top customers and create audience segments.
- Activation and reporting: the marketing automation tools can score and route accounts, the ad management tools support paid campaign execution, and ABM dashboards connect engagement to pipeline. HubSpot’s guide to account-based marketing automation provides additional workflow examples.
Best for: B2B teams that want account targeting, engagement, and reporting connected to the CRM their marketing and sales teams already use.
Pricing: HubSpot’s free tools include CRM functionality. Marketing Hub Professional starts at $800 a month when billed annually and requires a one-time $3,000 onboarding fee; Marketing Hub Enterprise starts at $3,600 a month and requires a $7,000 onboarding fee. HubSpot states that ABM tools are available in premium editions of Marketing Hub and Sales Hub.
What I like: HubSpot’s ABM tools live with the account, contact, deal, and engagement data. Teams do not have to stitch together separate systems to create a shared source of truth for an account-based program.
2. Demandbase
Demandbase combines account intelligence, advertising, sales intelligence, data, and AI in Demandbase One. Demandbase AI helps teams prioritize accounts and connect account signals with recommended actions, activation, and measurement.
The product is designed for enterprise teams that want account identification, advertising, sales insight, and data management in one system rather than a collection of narrower point tools.
Key Features
- Account intelligence: combines company, contact, technographic, and intent data to identify and prioritize accounts and buying groups.
- Advertising and activation: supports account-based audiences and advertising programs connected to account signals.
- Sales and data workflows: brings account insights into sales activity and supports data management across the revenue process.
Best for: Enterprise B2B teams that want account intelligence, advertising, sales insight, and data in one ABM system.
Pricing: Demandbase uses custom pricing. Its official pricing page says plans include a platform fee plus a flat per-user fee, and standalone Advertising and Data packages are available.
What I like: Demandbase brings account data, advertising, and sales insight together, which can reduce the handoffs required when enterprise teams use several ABM point solutions.
3. 6sense
6sense combines predictive account scoring, intent data, advertising, and sales intelligence. Its Signalverse captures buying signals, and 6sense uses predictive models to identify accounts that may be in market and recommend next actions.
The company has also added AI-driven capabilities such as RevvyAI, AI email agents, and AI-recommended leads that connect account engagement with campaign and sales action.
Key Features
- Predictive account scoring: uses intent and historical performance data to identify in-market accounts and estimate buying stage.
- Signalverse intent data: collects and interprets account and buying-group signals across channels.
- Activation and AI assistance: supports advertising, intelligent workflows, recommended actions, conversational assistance, and AI-supported email execution.
Best for: Enterprise and upper-midmarket teams that want predictive intent, account prioritization, and coordinated activation and can dedicate staff to the system.
Pricing: 6sense has announced an August 12, 2026, end date for its free Sales Intelligence plan. Paid Sales Intelligence, predictive, advertising, and broader Revenue AI packages require a custom quote.
What I like: The predictive scoring reduces guesswork about timing. Teams I have worked with use it to concentrate spend on the 10% to 15% of accounts showing the strongest in-market behavior instead of treating the entire target list equally.
4. ZoomInfo Marketing
ZoomInfo Marketing combines B2B company and contact data with intent signals, audience building, and campaign activation. It is useful when an ABM program’s main constraint is identifying, enriching, and reaching the right accounts and buying-group members.
Teams can use ZoomInfo data to build target audiences and connect account and contact information with systems such as Salesforce, HubSpot, and Marketo.
Key Features
- Company and contact data: supports account discovery, contact identification, and enrichment for target-account programs.
- Intent and audience building: uses buying signals and account criteria to create and prioritize audiences.
- Campaign activation: helps teams use selected audiences across marketing and sales workflows.
Best for: Teams whose primary ABM challenge is finding and enriching accurate account and buying-group data.
Pricing: ZoomInfo uses custom pricing; buyers must request a quote based on the products, data, and seats required.
What I like: When data coverage is the constraint, ZoomInfo’s breadth can help teams build and enrich target-account lists without replacing the CRM or marketing automation system they already use.
5. DemandScience
DemandScience combines buyer intelligence with managed demand-generation and ABM execution. Terminus merged into DemandScience in November 2024, and the combined company operates under the DemandScience brand.
Current offerings span buyer identification, content syndication, advertising, web personalization, and managed campaign execution. That makes DemandScience a different option from software-only products: Teams can use it for data and activation without staffing every program internally.
Key Features
- Buyer intelligence: uses verified account and buyer signals to identify and prioritize audiences.
- Managed activation: supports content syndication, advertising, and campaign execution with human and AI assistance.
- Web personalization and measurement: connects target-account experiences with campaign and performance reporting.
Best for: Teams that want buyer intelligence and demand-generation programs executed as a managed service rather than operating a large ABM platform internally.
Pricing: DemandScience uses custom, program-based pricing; buyers must contact the company for a proposal.
What I like: The managed execution model is a practical route to pipeline for teams that need verified data, content syndication, and activation but do not want to operate every campaign component themselves.
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6. AdRoll ABM
AdRoll ABM, formerly RollWorks, identifies high-fit accounts and connects buyer insights with multichannel advertising and workflow automation. RollWorks was rebranded as AdRoll ABM in August 2025; the product remains part of AdRoll.
AdRoll positions its ABM packages for leaner teams and includes audience, integration, measurement, and support capabilities within its package structure.
Key Features
- Account identification: uses proprietary data and predictive signals to find and prioritize high-fit accounts.
- Multichannel advertising: connects buyer insights with advertising and AI-supported bidding across channels.
- Workflow automation and measurement: automates account actions and connects campaign activity with analytics and attribution.
Best for: Midmarket and growth-stage teams that want account-based advertising and workflow automation without assembling a large enterprise stack.
Pricing: AdRoll publishes packages for Account-Based Advertising, Account-Based Marketing + Advertising, Account-Based Marketing, and Account-Based Retargeting. The main ABM packages require a quote; Account-Based Retargeting has no platform fee, and customers pay for media.
What I like: AdRoll remains an accessible entry point for teams that need real account-based advertising but are not ready to manage a larger enterprise platform. Its packaged model also makes the scope easier to understand before purchase.
7. Foundry ABM
Foundry ABM, formerly Triblio, is an account orchestration product that combines intent data, account-based advertising, website personalization, and sales activation.
Teams can use one workflow to trigger display and social ads, create website personalization and 1:1 Smart Pages, and send actions to the CRM. Foundry describes its intent data as proprietary and human-verified.
Key Features
- Cross-channel orchestration: coordinates advertising, personalized web experiences, and CRM actions from shared account workflows.
- Intent and account intelligence: uses proprietary, human-verified intent data to identify and prioritize active accounts.
- Website and sales activation: supports personalized pages, Smart Pages, and sales actions tied to account engagement.
Best for: Teams that want account orchestration, website personalization, intent data, and sales activation in one product.
Pricing: Foundry uses custom pricing based on the use case and required program scope.
What I like: The combination of website personalization and orchestration is the strongest part of Foundry ABM because teams can coordinate account experiences and sales action from the same workflow.
8. LeanData
LeanData is a go-to-market orchestration product focused on lead-to-account matching, routing, buying groups, and workflow automation. In an ABM program, it helps ensure that inbound leads and account signals reach the correct owner and follow the right process.
LeanData is not an advertising or campaign product. It is the operational layer that keeps account ownership, routing rules, service-level agreements, and sales handoffs consistent.
Key Features
- Lead-to-account matching: connects incoming leads with the correct account records and buying groups.
- Routing and orchestration: applies assignment rules, territories, service-level agreements, and workflow logic to revenue processes.
- Operational reporting: provides routing insights and performance data for monitoring and improving handoffs.
Best for: Revenue operations teams that need reliable lead-to-account matching, routing, and workflow orchestration beneath an ABM program.
Pricing: LeanData uses custom pricing and offers multiple orchestration editions based on workflow complexity and required capabilities.
What I like: ABM programs can fail quietly when leads do not match the right target account or reach the correct representative quickly. LeanData addresses that operational problem directly.
9. Madison Logic
Madison Logic combines account-based advertising, content syndication, and Connected TV to reach and educate buying groups across multiple channels. It is strongest when a team needs to build awareness and engagement at target accounts before and during sales activity.
The product also measures account engagement and campaign performance across the buyer journey so teams can connect channel activity with account progression.
Key Features
- ABM content syndication: distributes relevant content to verified buying-group audiences at target accounts.
- Advertising and Connected TV: reaches account audiences across display, social, and television environments.
- Account measurement: tracks engagement and campaign performance across accounts and buying stages.
Best for: Teams that want content syndication paired with account-based advertising and Connected TV.
Pricing: Madison Logic uses custom pricing; buyers must request a proposal based on channels, audiences, and program scope.
What I like: The combination of content syndication and multichannel activation can help teams reach additional buying-group members at the top of an ABM funnel instead of relying only on contacts already in the CRM.
10. Influ2
Influ2 is a contact-level ABM product that lets teams target named buyers, track individual engagement and intent, orchestrate next actions, and connect ad engagement with pipeline.
Instead of treating every person at an account as one aggregate signal, Influ2 shows which contacts saw or clicked ads and can trigger follow-up through connected sales and marketing systems.
Key Features
- Contact-level targeting and ads: lets teams select named buyers from CRM data and serve ads across supported channels.
- Contact-level intent and engagement: shows which individuals research relevant topics or engage with ads and websites.
- Journey orchestration and revenue reporting: uses buyer behavior to trigger next actions and connect contact engagement with pipeline and revenue.
Best for: Teams that need to advertise to, monitor, and act on specific decision-makers rather than only account-level audiences.
Pricing: Influ2 uses custom pricing; buyers must contact the company for a quote.
What I like: Being able to tell a representative that a named vice president saw and clicked an ad twice in one week changes the outbound conversation. It is the most sales-legible ABM advertising I have used.
11. Userled
Userled uses AI to create and run personalized ABM plays across LinkedIn ads, microsites, email, and sales outreach. Teams can use it to generate account-specific content, coordinate campaigns, and track account- and contact-level engagement.
The Sales Plugin gives representatives a browser extension for creating and sharing personalized microsites while viewing engagement signals. Userled connects with CRM, advertising, and workflow tools rather than replacing them.
Key Features
- AI-personalized campaigns: creates on-brand pages, ads, and email content for target accounts and contacts.
- Microsites and LinkedIn ABM ads: builds personalized account experiences and distributes account-specific advertising at scale.
- Sales Plugin and insights: lets sales create tailored content from a browser extension and act on contact-level engagement.
Best for: Lean marketing and sales teams that want to scale personalized account experiences without adding a large campaign-production team.
Pricing: LinkedIn Ads starts at $2,000 a month billed annually, and Microsites starts at $2,000 a month billed annually. The Sales Plugin starts at $599 a month billed annually for 10 seats. Enterprise pricing is custom.
What I like: For teams that want personalization at the buyer-experience level without a heavy platform rollout, Userled is fast to stand up and uses AI as part of the core workflow rather than as a separate add-on.
12. Cognism
Cognism is a B2B sales intelligence product with global company and contact data, phone-verified mobile numbers, intent data, and CRM enrichment. It is particularly relevant to teams selling into Europe, where data coverage and compliance processes are central to account selection and outreach.
In an ABM stack, Cognism supports target-account list building, buying-group contact discovery, enrichment, and sales activation rather than campaign orchestration.
Key Features
- Company and contact data: provides B2B account and buying-group information with phone-verified mobile numbers.
- Intent and enrichment: adds buying signals and keeps CRM records complete for targeting and prioritization.
- Compliance and integrations: supports data operations for global teams and connects with common CRM and sales tools.
Best for: Teams running ABM into European markets that need accurate account and contact data with strong compliance processes.
Pricing: Cognism uses custom pricing. Its Standard and Pro packages include five seats, with data credits and add-ons varying by package.
What I like: For ABM programs targeting Europe, accurate, phone-verified data and clear compliance processes can determine whether teams reach the buying committee or spend time working from incomplete records. Cognism is built around that requirement.
13. Metadata
Metadata automates paid campaign execution across LinkedIn, Google, Facebook, Instagram, Reddit, X, and other channels. Its AI agents can launch, optimize, and analyze campaigns while the platform consolidates audiences and performance data.
Metadata is suited to demand-generation teams that want to reduce manual campaign operations while keeping media strategy and approvals with marketers.
Key Features
- Campaign automation: builds and launches channel-specific paid campaigns from a centralized workflow.
- Audience and experimentation: combines audience data with automated tests across creative, offers, bids, and budgets.
- Optimization and analysis: uses AI agents to adjust spend and surface performance insights tied to pipeline goals.
Best for: Demand-generation teams that want AI to execute and optimize paid ABM campaigns across several advertising channels.
Pricing: Metadata requires a custom quote; its public site does not list standard package prices.
What I like: The experimentation and automation layer removes a large amount of manual campaign management. For lean demand-generation teams, that creates practical leverage without giving up strategic control.
ABM Software Decision Map
The best-fit product depends on the team’s operating model, the maturity of its ABM program, and the bottleneck the software must solve. Use this map to create a short list before comparing implementation requirements, integrations, data quality, and total cost.
Frequently Asked Questions About ABM Software
What is an ABM platform?
An ABM platform is software that helps B2B teams identify and engage high-value accounts. Depending on the product, it may combine intent data, advertising, personalization, sales workflows, and account-level reporting, then connect those functions to a CRM.
What is the difference between ABM software and a CRM?
A CRM stores and organizes contact, company, activity, and deal data. ABM software adds account selection, intent signals, coordinated engagement, orchestration, and account-level measurement. Some products connect to a separate CRM, while HubSpot provides ABM capabilities within HubSpot Smart CRM.
What does ABM software cost?
ABM software pricing ranges from free CRM-connected tools to custom enterprise contracts. HubSpot’s free tools include CRM functionality, while its premium ABM features are available in Marketing Hub and Sales Hub. Other vendors may require custom quotes. Buyers should compare platform fees, seats, onboarding, data credits, media spend, and included services rather than relying on a single headline price.
What is the best ABM software for small businesses?
Small businesses should usually start with ABM capabilities inside the CRM they already use. HubSpot is a strong fit because its free tools include CRM functionality and teams can add premium ABM features as their needs grow; AdRoll ABM is another option for teams that primarily need account-based advertising.
Choosing the Right ABM Software for Your Team
The right account-based marketing software matches the team’s operating model, current systems, and most pressing constraint. CRM-native tools work well when marketing and sales need shared account data without adding another core system. Specialized tools make sense when the bottleneck is narrower — advertising, contact data, or lead-to-account routing.
The teams that win don’t have the most complicated stack. They have a tightly defined target account list, a clear sales-and-marketing handoff, and software that supports both.
Tools amplify a sound ABM strategy. HubSpot’s ABM software connects targeting, engagement, and reporting to the same customer data.
Editor's note: This post was originally published in May 2020 and has been updated for comprehensiveness.
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