Account-Based Marketing Platforms: Top Tools

Wasted spend on untargeted campaigns kills B2B pipeline. Account-based marketing (ABM) platforms fix that by treating high-value accounts as individual markets. You surround buying committees with targeted campaigns across display ads, email, social, web personalization, and events. The goal: get the right message to the right accounts at the right time.

Platforms like ZoomInfo, 6sense, Demandbase, and Terminus use intent data, predictive scoring, and account intelligence to help teams identify in-market buyers and move them through the funnel faster.

What Is an Account-Based Marketing Platform?

An account-based marketing platform is software that uses B2B data, intent signals, and multi-channel orchestration to identify and engage high-value accounts. Instead of broad campaigns, you target accounts matching your ideal customer profile with personalized messaging across channels.

Modern ABM platforms unify first-party and third-party data, track buyer intent across channels, and coordinate campaigns to reach entire buying committees. Core capabilities include:

• Account Identification: Build target account lists using firmographic, technographic, and intent data to match your ICP

• Intent Data: Track which accounts are actively researching solutions in your category based on web activity and content consumption

• Multi-Channel Activation: Orchestrate campaigns across display, social, email, web personalization, and direct mail

• CRM Integration: Sync account data and engagement signals with Salesforce, HubSpot, and marketing automation platforms

• Attribution: Measure account-level engagement and connect marketing touchpoints to pipeline and revenue

The result: marketing and sales work from the same playbook, targeting the same accounts, with coordinated messaging that moves deals forward.

Best Account-Based Marketing Platforms Compared

Account-based marketing platforms help B2B teams target high-value accounts with data, intent signals, and multi-channel campaigns. The right platform depends on your priorities: data quality, predictive analytics, advertising reach, or web personalization. Here's how the top platforms stack up:

Best Account-Based Marketing Platforms

1. ZoomInfo Marketing

ZoomInfo Marketing combines B2B data, intent signals, and multi-channel orchestration to help teams build pipeline faster. The platform connects 100 million company profiles and 500 million contacts with real-time buying signals, giving marketers the intelligence to identify and engage in-market accounts.

Run targeted display and social campaigns through ZoomInfo's proprietary demand-side platform. Score prospects based on buying stage. Turn your website into a conversion engine with enriched forms, visitor tracking, and chat. GTM Workspace unifies prospecting, engagement, and pipeline management in a single interface, while Copilot surfaces AI-powered insights that guide seller actions and automate workflows in real time.

When prospects engage, your sales team gets instant alerts with full context. ZoomInfo maintains enterprise-grade compliance with GDPR, CCPA, and SOC 2 Type II certification. Companies like Smartsheet rely on ZoomInfo to hit aggressive growth targets: "Without ZoomInfo, it would be extremely difficult to achieve our business objectives."

• 300+ firmographic and technographic filters for precise targeting

• In-market predictive scoring prioritizing high-intent accounts

• Multi-channel campaigns across display, social, email, and SMS

• Automated data enrichment and account monitoring

• GTM Workspace with AI-powered Copilot for guided selling

• Native integrations with Salesforce, HubSpot, Marketo, and Outreach

Learn More About ZoomInfo Marketing

2. 6sense

6sense uses AI and predictive analytics to identify accounts showing buying signals before they enter your funnel. The platform analyzes anonymous web activity, intent data, and firmographics to surface accounts actively researching solutions in your category.

The platform's account scoring ranks opportunities based on buying stage, fit, and engagement. Marketing teams use these insights to orchestrate campaigns across display, social, email, and direct mail.

Sales teams get visibility into account research activity and can prioritize outreach to in-market buyers.

• AI-powered intent data from web activity and third-party sources

• Predictive account scoring and buying stage identification

• Multi-channel campaign orchestration and activation

• Account-level analytics and pipeline attribution

• Revenue forecasting based on account engagement

Learn more about 6sense

3. Demandbase

Demandbase is a go-to-market platform built around Account Intelligence. The platform connects sales and marketing data, intent signals, and engagement activity into a single view. Teams use this unified perspective to identify opportunities earlier and close deals faster.

• Account Intelligence unifying first- and third-party data

• Audience segmentation using firmographics, intent, and engagement

• Cross-channel orchestration and campaign management

• Revenue attribution connecting marketing to pipeline

• Segmentation tools for targeting using CRM data and technographics

Learn more about Demandbase One

4. Terminus

Terminus activates first-party data across display, email, LinkedIn, and web to engage accounts throughout their lifecycle. The platform helps teams surround buyers with consistent messaging from initial awareness through expansion and renewal. Integration with Bombora provides buying signals and account scoring capabilities.

• Account identification and scoring for anonymous visitors

• Unified first- and third-party data activation

• Account-level website engagement tracking

• Pipeline and revenue attribution reporting

• LinkedIn audience syncing for targeted campaigns

• Web experience personalization based on account attributes

• Intent data from Bombora integration

Learn more about Terminus

5. RollWorks

RollWorks is built for B2B marketers running account-based advertising campaigns. The platform uses AI-powered insights to identify target accounts and reach decision-makers through programmatic display and social ads.

RollWorks integrates display ads, social campaigns, and triggered emails into coordinated plays. The platform's programmatic technology reaches both known and unknown contacts within target accounts across major ad networks.

• AI-powered insights for account targeting and engagement

• Programmatic advertising across display and social

• Integration with marketing and sales tools including Salesforce, HubSpot, and Marketo

• Full-funnel campaign tracking and analytics

• Account-based measurement and attribution

Learn more about RollWorks Account-Based Platform

6. Madison Logic

Madison Logic combines intent data with content syndication and display advertising to engage high-value accounts. The platform accesses a network of B2B publishers, giving marketers visibility into which accounts are researching relevant topics and consuming content.

Activate ABM unifies display advertising and lead generation, powered by intent data that identifies accounts showing purchase signals. Marketing teams can target prospects when they're actively researching solutions and track engagement across channels.

• Intent data from B2B publisher network

• Multi-channel campaign activation and measurement

• Attribution metrics tracking ROI by account

• Content syndication for demand generation

Learn more about Madison Logic Platform

7. Foundry ABM (Triblio)

Foundry ABM orchestrates multi-channel ABM campaigns across web, display, email, direct mail, and sales touchpoints. The platform helps marketing teams coordinate messaging and track engagement as accounts move through the buying journey.

Build account-based playbooks that trigger actions across channels based on engagement signals. Personalize website experiences, launch display campaigns, send targeted emails, and alert sales when accounts hit engagement thresholds.

Key Features:

• Multi-channel campaign orchestration and automation

• Account-based web personalization

• Display advertising and retargeting

• Email and direct mail integration

• Engagement scoring and sales alerts

Learn more about Foundry ABM

8. Mutiny

Mutiny personalizes website experiences for target accounts, turning anonymous traffic into identified pipeline. The platform uses visitor identification and first-party data to recognize visitors and serve personalized content, headlines, CTAs, and offers based on account attributes and behavior.

Marketing teams build personalized experiences without engineering resources. The platform integrates with your CRM and marketing automation to sync account data and track conversion events. A/B testing helps identify which personalization tactics drive the most pipeline.

• Account-based website personalization without code

• Visitor identification and account recognition

• Dynamic content and CTA personalization

• A/B testing for optimization

• Pipeline attribution from web conversions

Learn more about Mutiny

9. ABM Agency

ABM Agency focuses on designing and executing full-funnel account-based marketing programs for B2B companies with complex buying committees. Rather than operating as a software platform, ABM Agency works alongside tools like ZoomInfo, 6sense, and CRM systems to turn account insights into coordinated, revenue-driving campaigns.

The agency helps teams translate intent data, firmographics, and buying signals into personalized messaging, targeted outreach, and multi-channel engagement strategies that align sales and marketing around shared target accounts.

Marketing teams rely on ABM Agency to plan and execute campaigns across email, paid media, LinkedIn, content, and sales enablement, while sales teams benefit from tighter alignment, clearer account prioritization, and playbooks tailored to each buying stage.

Key features:

• Account-based strategy development and ICP definition

• Campaign execution across paid, owned, and sales-led channels

• Personalization frameworks for multi-stakeholder buying groups

• Sales and marketing alignment playbooks and enablement

• Performance measurement tied to pipeline and revenue outcomes

Learn more about ABM Agency

10. Clearbit

Clearbit enriches contact and company records with firmographic, technographic, and role data. The platform identifies anonymous website visitors, appends missing data fields, and standardizes records across your CRM and marketing automation.

Now part of HubSpot, Clearbit helps teams score leads, route accounts, and personalize outreach based on enriched data. Forms auto-populate with company information. Website visitors get identified and routed to sales.

Key Features:

• Data enrichment for contacts and companies

• Website visitor identification and de-anonymization

• Form shortening with auto-population

• Lead scoring and routing automation

• CRM and marketing automation integration

Learn more about Clearbit

How to Choose an Account-Based Marketing Platform

Choosing an ABM platform comes down to five things: data quality, team alignment, orchestration capabilities, measurement, and implementation complexity.

Data Quality and Coverage

Your ABM platform is only as good as its data. Look for platforms with accurate firmographics, technographics, and contact information. The best platforms continuously update records, verify contact details, and remove duplicates. Evaluate how often data gets refreshed and what verification methods the platform uses to maintain accuracy.

Segmentation capabilities should let you build target account lists using hundreds of filters, from company size and industry to tech stack and buying signals.

Sales and Marketing Alignment

ABM fails when sales and marketing work from different playbooks. Choose platforms that create shared visibility into account engagement, unify workflows between teams, and trigger handoffs at the right time.

Sales should see which accounts marketing is engaging. Marketing should know which accounts sales is working. One source of truth beats two separate systems.

Multi-Channel Orchestration

Buying committees don't live in one channel. Your ABM platform should coordinate campaigns across display ads, social media, email, web personalization, and direct mail.

Look for platforms that trigger actions based on engagement signals:

• Pricing page visits: Launch retargeting campaigns

• Content downloads: Alert sales for immediate follow-up

• Email engagement: Trigger next-step nurture sequences

Orchestration turns disconnected tactics into coordinated plays.

Measurement and Attribution

ABM programs need to prove pipeline impact. The best platforms track account-level engagement, show which touchpoints influence deals, and connect marketing activity to revenue.

Multi-touch attribution shows the complete journey. Pipeline dashboards show which campaigns generate qualified opportunities. Revenue reporting closes the loop.

Implementation and Support

Complex platforms sit unused. Evaluate these factors before committing:

• Time to launch: How long until your team is running campaigns?

• Integration depth: Which integrations are native vs. requiring custom work?

• Support resources: What customer success resources come with the platform?

Fast time-to-value matters more than comprehensive features you'll never use.

Types of ABM Platforms

ABM platforms fall into four categories. Most teams need capabilities from multiple categories, either through an all-in-one platform or by connecting specialized tools.

All-in-One ABM Platforms

All-in-one platforms like ZoomInfo, 6sense, and Demandbase combine data, intent signals, advertising, and orchestration in a single system. These platforms handle account identification, scoring, campaign execution, and measurement, giving teams unified workflows and reporting without managing multiple vendors.

The tradeoff is higher cost and longer implementation compared to specialized tools.

Intent Data Platforms

Intent data platforms track which accounts are researching solutions in your category. They monitor web activity, content consumption, and search behavior to identify in-market accounts. Some platforms source intent from their own publisher networks while others aggregate signals from multiple sources.

Intent data helps teams prioritize outreach and time campaigns when accounts are actively evaluating solutions.

Web Personalization Platforms

Web personalization platforms identify visitors and customize website experiences based on account attributes. They use visitor identification and first-party data to recognize target accounts, then serve personalized content, CTAs, and offers. Conversion rates improve when visitors see relevant messaging.

Integration with CRM and marketing automation connects website activity to broader ABM programs.

Advertising Platforms

Advertising platforms focus on programmatic display, social, and video campaigns targeted at specific accounts. They connect to major ad networks and use account lists to serve ads to decision-makers. Some platforms offer person-based targeting, reaching individual buying committee members.

Performance analytics show which accounts engaged and which channels drove the most pipeline.

Frequently Asked Questions

What is an account-based marketing platform?

An ABM platform combines B2B data, intent signals, and multi-channel orchestration to help teams target and engage high-value accounts with personalized campaigns across display, email, social, and web.

How much do ABM platforms cost?

Some platforms like 6sense and RollWorks offer free tiers to get started. Paid entry-level tools typically range from $20-$2,500+ monthly depending on features and contact limits. Enterprise platforms like ZoomInfo, 6sense, and Demandbase require custom quotes based on database access, account volume, and channel requirements.

What's the difference between ABM platforms and marketing automation?

Marketing automation focuses on lead-level campaigns and nurture workflows. ABM platforms prioritize account-level targeting, buying committee engagement, and coordinated plays across sales and marketing teams.

Do I need an ABM platform if I have a CRM?

CRMs manage relationships but don't provide intent data, account scoring, or multi-channel orchestration. ABM platforms layer on top of your CRM to identify in-market accounts and coordinate targeted campaigns.

How long does it take to see results from an ABM platform?

Most teams see initial results within 60-90 days after launch, with full pipeline impact materializing in 3-6 months as targeted accounts move through buying cycles.

Build Your ABM Stack with ZoomInfo

The best ABM platform is the one your team will actually use. Start with your biggest problem:

• Data gaps: Fix accuracy and coverage first

• Alignment issues: Prioritize platforms with shared workflows

• Attribution blind spots: Focus on measurement capabilities

Most successful ABM programs combine an all-in-one platform with specialized tools. ZoomInfo provides the data foundation and intent signals, which you can layer with web personalization or advertising automation as needed.

Contact our team and see how ZoomInfo Marketing helps teams identify high-value accounts, coordinate campaigns, and drive measurable pipeline growth.