What Are Account-Based Marketing Services?
Account-based marketing services are platforms, agencies, and consultants that help you target specific companies instead of casting a wide net. This means you pick the exact accounts you want to win, then build campaigns designed to reach decision-makers at those companies. Traditional marketing generates leads and hopes some turn into customers. ABM flips that. You choose your customers first, then go get them.
These services come in three forms. ABM platforms give you software to find accounts, launch campaigns, and track results. ABM agencies run your campaigns for you, handling strategy and execution. ABM consultants help you build your approach but leave the execution to your team.
Modern ABM services do more than send emails to a contact list. They combine company data, technology stack information, and buying signals to show you which accounts are actually in-market. The best ones coordinate your outreach across display ads, email, sales calls, and content so every touchpoint reinforces your message.
Core capabilities include:
Account identification: Finding companies that match your ideal customer profile using firmographic and technographic filters
Intent monitoring: Tracking which accounts are researching solutions like yours right now
Multi-channel activation: Running coordinated campaigns across ads, email, and sales outreach
Engagement tracking: Measuring how accounts interact with your campaigns instead of counting individual leads
You need different services depending on your team's experience and bandwidth. If you're new to ABM, start with a platform that provides data and tools. If you lack internal resources, an agency handles everything end-to-end.
Best Account-Based Marketing Services
Here's how the top account-based marketing services compare:
Platform | Primary Offering | Key Strength | Best For |
|---|---|---|---|
ZoomInfo Marketing | Data + Orchestration Platform | Intent data, audience targeting, multi-channel activation | Mid-market to enterprise B2B |
6sense | ABM Platform | Predictive analytics and account prioritization | Enterprise teams with complex buying committees |
Demandbase | ABM Platform | Account intelligence and advertising | Mid-market to enterprise B2B |
Terminus | ABM Platform | Multi-channel advertising and chat | Companies focused on account-based advertising |
RollWorks | ABM Platform | Account-based advertising and measurement | Mid-market B2B with existing CRM data |
Bombora | B2B Data & Intent Platform | Intent data, digital audiences, and campaign measurement | Teams needing intent signals and audience activation |
Metadata | ABM Platform | Paid campaign automation | Marketing teams running paid media |
1. ZoomInfo Marketing
ZoomInfo Marketing combines B2B contact data, company intelligence, and intent signals in one platform. You get access to 100 million company profiles and 500 million contacts, plus real-time signals showing which accounts are researching solutions. The platform connects directly to GTM Workspace, so your sales and marketing teams work from the same target account list and see the same engagement data.
The data foundation includes verified email addresses, direct phone numbers, organizational charts, and technology stack details. Native integrations with Salesforce and HubSpot sync data automatically—no exports or manual uploads. You can launch display ads, connected TV campaigns, and email sequences without moving data to separate tools. Website visitor identification shows which companies are browsing your site even if they don't fill out a form.
ZoomInfo Marketing serves thousands of enterprise and mid-market customers. The platform maintains GDPR, CCPA, and SOC 2 compliance. Industry analysts at Gartner and Forrester recognize ZoomInfo as a leader in B2B data and sales intelligence. Account engagement scoring helps you prioritize which accounts to call first based on their activity across channels.
Key Features:
Buyer intent data showing which accounts are actively researching your category based on content consumption patterns
Audience builder with filters for company size, industry, technology stack, and buying signals
Display and connected TV advertising with account-level targeting and frequency caps
Website visitor identification revealing which companies visit your site and what they view
GTM Workspace integration connecting marketing campaigns to sales workflows
Native CRM sync with Salesforce and HubSpot for automatic data updates
Learn More About ZoomInfo Marketing
2. 6sense
6sense provides an ABM platform that uses AI to predict which accounts will buy. The platform analyzes buying signals across multiple data sources and scores accounts based on their likelihood to purchase. The scoring system surfaces accounts based on detected intent signals.
The platform includes advertising tools, email capabilities, and connections to sales engagement systems. 6sense collects intent data from its own network plus third-party sources to build a view of what accounts are researching. Reports focus on account engagement and pipeline influence rather than lead counts.
6sense targets enterprise B2B companies with long sales cycles and multiple decision-makers. You need dedicated resources to implement and manage the platform.
Key Features:
Predictive scoring that ranks accounts by buying likelihood using AI
Intent data from multiple sources showing research activity
Account-based advertising across display, social, and programmatic channels
Sales intelligence that surfaces account insights for outbound teams
Pipeline analytics connecting marketing activity to closed deals
Buying stage identification to tailor messages based on where accounts are in their journey
3. Demandbase
Demandbase offers an ABM platform combining account data, advertising, and sales intelligence. The platform provides company information, technology stack data, and intent signals to help you identify target accounts. You can launch display, video, and social ads directly from the platform.
The system integrates with CRM and marketing automation tools to sync account data and track engagement. Demandbase includes features for building account lists, personalizing website content, and measuring engagement across channels. The company acquired InsideView to expand its data coverage.
Demandbase serves mid-market and enterprise B2B companies. You need existing marketing and sales tools for full functionality.
Key Features:
Account intelligence combining company data, tech stack, and intent signals
Account-based advertising with targeting based on company attributes
Website personalization that changes content based on which account is visiting
Sales intelligence tools surfacing account insights for prospecting
Engagement analytics tracking account interactions across channels
CRM and marketing automation integration for data sync
4. Terminus
Terminus provides an ABM platform focused on advertising, chat, and email. The platform includes display advertising, LinkedIn ad integration, and conversational tools. You can build target account lists, launch campaigns, and track engagement from one system.
The platform connects to CRM systems and marketing automation platforms to sync data. Terminus Chat lets you start conversations with visitors from target accounts. Reports show account-level metrics including engagement, pipeline influence, and revenue.
Terminus targets B2B companies scaling account-based advertising programs. You need existing CRM and marketing automation infrastructure.
Key Features:
Multi-channel advertising including display, video, and LinkedIn
Conversational tools for engaging target account visitors
Email capabilities for account-based campaigns
Account list building based on company criteria
Engagement tracking across advertising, web, and email
Pipeline reporting tied to account activity
5. RollWorks
RollWorks (now branded as AdRoll ABM) offers an ABM platform with advertising, account identification, and measurement. The platform helps you build target lists from CRM data, launch ad campaigns, and track engagement. Features include display ads, social advertising, and web personalization.
The platform integrates with Salesforce and other CRM systems to sync data. Account identification shows which companies visit your website. Reports focus on engagement scores, pipeline influence, and ad performance.
RollWorks serves mid-market B2B companies with existing CRM data. The platform provides a self-service interface for building campaigns.
Key Features:
Account-based advertising across display, social, and programmatic channels
Website visitor identification showing which accounts browse your site
CRM integration for account list building and engagement sync
Web personalization based on account characteristics
Account engagement scoring to prioritize sales outreach
Pipeline reporting connecting ad activity to revenue
6. Bombora
Bombora provides intent data showing which companies are researching specific topics. The platform collects signals from a network of B2B websites and identifies accounts consuming content related to particular solutions. Company Surge data indicates when organizations increase their research activity around specific topics.
The platform integrates with ABM platforms, CRM systems, and marketing automation tools to add intent signals to account records. Beyond intent data, Bombora offers B2B Digital Audiences with 600+ pre-built audience segments that can be activated across leading DSP, SSP, and DMP platforms. The platform also includes B2beacon™ Campaign Measurement for tracking digital campaign performance and an Insights Suite for campaign analytics.
Bombora serves companies wanting to add intent signals to their existing ABM technology and those looking to activate audiences across programmatic advertising channels.
Key Features:
Company-level intent data from B2B content consumption
Topic-based surge scoring showing increased research activity
Integration with major ABM platforms and CRM systems
Custom topic tracking for industry-specific solutions
Historical intent data for trend analysis
API access for custom integrations
7. Metadata
Metadata provides an ABM platform focused on paid campaign automation. The platform uses AI to optimize ad targeting, bidding, and creative across Google, LinkedIn, Facebook, Instagram, Reddit, and X (formerly Twitter). You can launch account-based ad campaigns without manual campaign management.
The platform includes audience building that combines CRM data with company filters. Campaign automation handles bid adjustments, budget allocation, and audience refinement. Reports connect ad spend to pipeline and revenue.
Metadata targets B2B marketing teams running paid media. You need existing ad accounts on supported channels.
Key Features:
Automated campaign management across Google, LinkedIn, Facebook, Instagram, Reddit, and X (formerly Twitter)
AI-powered optimization of targeting, bidding, and creative
Audience building combining CRM data and company criteria
Budget allocation across campaigns based on performance
Pipeline and revenue reporting tied to ad spend
Creative testing based on engagement data
How to Choose an Account-Based Marketing Service
Pick your ABM service based on whether you need technology, strategy help, or someone to run campaigns for you. Companies just starting with ABM usually need platforms that provide data and campaign tools. Teams with established programs might need specialized intent data or managed services. Match the service to your team's bandwidth and technical skills.
Data Quality and Coverage
Poor data quality kills ABM campaigns. Bounced emails, wrong phone numbers, and outdated job titles waste your ad budget and damage your brand. You need contact information that's current and verified regularly as people change jobs.
Look for platforms that verify email deliverability, enrich and update records as contacts change roles, and provide direct phone numbers instead of switchboard lines. Check how often they refresh data—monthly updates aren't enough when people change roles weekly.
Key considerations:
How the platform verifies contact accuracy and how often records get updated
Intent data sources and how many topics and accounts they cover
Depth of company information including size, industry, location, and technology stack
Compliance certifications like GDPR, CCPA, and SOC 2
Integration With Your Tech Stack
Your ABM service must connect to your CRM, marketing automation platform, and sales tools. Disconnected systems create manual work and data gaps. You end up exporting CSVs, copying data between tools, and losing visibility into what's working.
Native integrations work better than API connections. They sync data automatically in both directions. Engagement from your ABM platform flows into your CRM, and account updates from your CRM flow back to your ABM tool.
Key considerations:
Native integrations versus API connections and their reliability
Two-way data sync with Salesforce, HubSpot, or your CRM
Compatibility with marketing automation like Marketo, Pardot, or Eloqua
Connections to sales engagement platforms for coordinating outbound sequences
Campaign Orchestration Capabilities
ABM works when you coordinate outreach across channels. Your target account sees your display ad, gets an email from marketing, and receives a call from sales—all with consistent messaging. Single-channel campaigns create fragmented experiences that don't break through.
Check whether the platform can execute across display, email, LinkedIn, and direct mail. Look for personalization at both the account level (same message to everyone at the company) and contact level (different messages for different roles). Workflow automation should trigger actions based on engagement—if someone visits your pricing page, that should alert sales.
Key considerations:
Channel coverage including display, connected TV, LinkedIn, email, and direct mail
Personalization depth for accounts and individual contacts
Workflow automation and triggers based on engagement
Features that drive sales and marketing alignment in timing and execution
Measurement and Attribution
ABM metrics differ from traditional marketing. You're not counting leads. You're tracking account engagement and pipeline influence. The best services show which campaigns drive pipeline at the account level, not which tactics generate the most form fills.
Look for account engagement scoring that prioritizes sales outreach based on activity. Check whether the platform can attribute pipeline and revenue to specific campaigns. Make sure reports work for both executives (revenue impact) and practitioners (campaign performance).
Key considerations:
How the platform scores account engagement and prioritizes outreach
Attribution models connecting marketing activity to closed deals
Dashboard customization for different stakeholders
Integration with business intelligence tools for advanced analysis
Service Level and Support
ABM services range from self-serve platforms to full-service agencies. Self-serve gives you control but requires dedicated team members. Managed services provide strategic guidance and campaign support. Full-service agencies handle everything from strategy to creative to reporting.
Match the service level to your internal capacity. If you have a small team, you need more support. If you have experienced ABM practitioners, a self-serve platform might be enough.
Key considerations:
Self-serve platform versus managed service versus full-service agency
Implementation support including data migration and integration setup
Strategic consulting for campaign optimization
Training resources to help your team use the platform
Benefits of Account-Based Marketing Services
Companies buy ABM services instead of building everything in-house because it's faster and you get access to technology that's expensive to develop. ABM services provide data, tools, and expertise learned from hundreds of implementations. You avoid the trial-and-error phase and start with proven approaches.
The best services combine technology with best practices. You're not just buying software. You're getting a playbook for what works.
Sales and marketing alignment: ABM forces both teams to agree on target accounts and coordinate outreach, which reduces friction and improves handoffs
Bigger deals: Focusing on best-fit accounts leads to larger contracts because you're pursuing companies that actually need what you sell
Efficient spending: You concentrate budget on accounts likely to close instead of spreading resources across unfocused campaigns
Faster sales cycles: Personalized engagement with multiple stakeholders accelerates decisions by addressing concerns simultaneously
Clear ROI: Account-level tracking ties marketing directly to pipeline and revenue, making it easier to prove impact
Choosing Your Account-Based Marketing Platform
Start by evaluating your current account-based GTM maturity and internal resources. Teams new to ABM should prioritize platforms with strong data and easy integration. More experienced programs might benefit from specialized intent data or managed services.
Consider your data needs based on your target market and sales cycle length. Check integration requirements with your existing CRM, marketing automation, and sales tools. Decide whether you want a self-serve platform, managed service, or full-service agency based on your team's capabilities.
ZoomInfo Marketing provides a foundation for ABM by combining verified B2B data, intent signals, and multi-channel activation. The platform integrates with your existing tools and supports both sales and marketing through GTM Workspace.
Talk to someone to learn more about how ZoomInfo can help you.
Frequently Asked Questions
What's the difference between an ABM platform and hiring an ABM agency?
ABM platforms give you software for data, targeting, and campaign execution that your team operates. ABM agencies provide strategic consulting and run campaigns for you, often using multiple platforms to handle strategy, creative, and execution.
How much does account-based marketing software typically cost?
Platform subscriptions vary based on database size, features, and usage tiers. Agency retainers vary widely and typically include strategy, content creation, and full campaign execution.
What types of data do you need to run account-based marketing campaigns?
You need company data like size, industry, and location, technology stack information, contact details for decision-makers, and intent signals showing buying behavior. The best programs combine all four.
How long before you see pipeline results from account-based marketing?
Most programs take three to six months to build lists, launch campaigns, and generate measurable pipeline. You'll see quick wins in engagement and website traffic within weeks, but closed revenue takes longer.
Can small B2B companies use account-based marketing effectively?
Yes, though smaller teams should focus on one-to-few or one-to-many approaches instead of highly personalized one-to-one campaigns. Match your ABM strategy to your available resources.
What does intent data show you in account-based marketing?
Intent data identifies companies actively researching topics related to your solution by tracking content consumption and search behavior. This lets you prioritize accounts showing purchase signals instead of cold outreach.
