Personalization, precision and performance are the keys to modern B2B marketing. And account-based marketing software is what helps your team nail all three with perfection.
Account-based marketing (ABM) is not a new discipline, but the tools that help fuel successful ABM are constantly evolving. In short, ABM treats individual high-value accounts or collections of good-fit prospect accounts as mini-campaigns, surrounding their buying committees and key influencers with targeted, value-driven marketing assets.
ABM traditionally relies heavily on targeted advertising, but can also include email, social, events, and any other relevant channel that can influence a key account’s buying behavior.
ABM software tools tend to have similar capabilities and characteristics. But finding the right tool for your business and budget takes research and careful evaluation. We’ve pulled together this list of top ABM advertising software platforms to help bring some clarity to your search.
What is Account-Based Marketing Software?
Account-based marketing software is a specialized tool that enables businesses to create highly targeted digital ad campaigns focused on specific accounts or companies. Unlike traditional broad-based advertising, this approach allows marketers to tailor their messaging and content to key decision-makers within carefully selected organizations.
The Power of Precision in B2B Marketing
The ability to cut through the noise and reach the right audience is more crucial than ever. Account-based advertising software empowers marketers to:
- Identify and prioritize high-value accounts
- Create personalized ad experiences for each target account
- Align marketing efforts with sales strategies
- Measure and optimize campaign performance at the account level
Why Businesses Need Account-Based Marketing Software
The adoption of account-based marketing platforms is rapidly growing, and for good reason. Here’s why it’s becoming an essential tool in the B2B marketer’s arsenal:
1. Enhanced Targeting Capabilities
By focusing on specific accounts, businesses can ensure their marketing efforts are directed towards the most promising prospects, maximizing ROI.
2. Improved Personalization
Tailored messaging resonates more effectively with decision-makers, increasing engagement and conversion rates.
3. Better Alignment Between Sales and Marketing
Account-based strategies foster closer collaboration between sales and marketing teams, ensuring a unified approach to customer acquisition.
4. Increased Efficiency
By concentrating resources on high-potential accounts, businesses can optimize their marketing spend and efforts.
5. Measurable Results
Account-based advertising software provides detailed analytics, allowing marketers to track performance and demonstrate clear ROI.
Whether you’re a seasoned marketer looking to refine your strategy or a business leader exploring new ways to reach key accounts, understanding and leveraging account-based advertising software could be the key to unlocking your company’s next level of growth and success. Here’s what to consider when you’re looking to bring on an ABM advertising vendor.
Top 10 Account-Based Marketing Platforms
1. ZoomInfo
ZoomInfo Marketing is a powerful solution designed to revolutionize demand generation and account-based marketing strategies. This comprehensive platform empowers marketing teams to target, engage, and convert leads into buyers through data-driven insights and personalized engagement across multiple channels.
Marketers can leverage the platform’s proprietary demand-side platform and social integrations to run highly targeted display and social advertising campaigns. The solution’s in-market predictive score is a game-changer, ranking prospects based on their buying journey stage and helping teams prioritize outbound efforts effectively.
Furthermore, ZoomInfo Marketing transforms websites into dynamic digital storefronts, enhancing on-site conversion and strengthening the sales-marketing relationship through features like enriched forms, unique visitor tracking, and human-first chat experiences.
When prospects respond to those ads and visit your site, you’ll be ready to act, with seamless integration for your sales team to respond to the right leads at the right time.
Key Features:
- Hyper-targeted campaigns using 300+ company attributes for precise audience targeting
- In-market predictive scoring to prioritize prospects most likely to convert
- Multi-channel engagement including display ads, social media, email, and SMS
- Proprietary demand-side platform for running targeted advertising campaigns
- Ongoing monitoring and cleansing of prospect and customer account databases
Learn More about ZoomInfo Marketing
2. RollWorks
RollWorks Account-Based Platform is a solution designed for B2B marketers looking to enhance their account-based marketing (ABM) strategies. The platform leverages a vast database of over 4.2 billion digital profiles, utilizing AI and machine learning to transform this data into actionable insights. This enables marketers to gain a deeper understanding of their target accounts and potential buyers.
RollWorks offers a suite of tools that integrate display ads, social ads, and triggered emails to drive revenue growth. The platform’s programmatic advertising technology, combined with its extensive account data foundation, allows users to reach both known and unknown contacts within their target accounts.
Key Features:
- AI-powered insights from a database of 4.2 billion digital profiles
- Programmatic advertising technology for targeted account reach
- Integration capabilities with 24 marketing and sales tools
- Full-funnel marketing approach
- Account-based analytics for measuring campaign performance
Learn More about RollWorks Account-Based Platform
3. Demandbase One
Demandbase is a comprehensive go-to-market platform designed to help B2B sales and marketing teams achieve their revenue goals more efficiently. The platform leverages Account Intelligence to provide rich, account-level insights that enable users to orchestrate effective sales and marketing strategies throughout the B2B buying journey.
At its core, Demandbase offers a unified view that connects various sources of intelligence and insight, allowing teams to identify opportunities earlier, engage more intelligently, and close deals faster. The platform enables users to create precise audience segments using a combination of Account Intelligence, CRM and MAP data, intent signals, and technographics.
Key Features:
- Rich account-level insights for informed decision-making
- Utilize multiple data sources to create targeted segments
- Coordinate marketing and sales activities across various touchpoints
- Track how marketing and sales efforts drive pipeline and revenue
Learn More about Demandbase One
4. Madison Logic Platform
Madison Logic Platform is a multi-channel account-based marketing (ABM) solution designed to help B2B marketers identify and engage high-value accounts throughout the customer journey. The platform leverages proprietary data to pinpoint accounts with the highest purchase intent, enabling marketers to maximize engagement across various channels and accelerate sales cycles.
At the heart of Madison Logic’s offering is Activate ABM™, a comprehensive ABM platform that unifies display advertising and lead generation capabilities. This full-funnel solution is powered by intent data, allowing marketers to target prospects when they exhibit the highest propensity to buy.
Key Features:
- Intent data-driven account targeting and engagement
- Multi-channel ABM media activation and measurement
- Integration with CRM and marketing automation platforms
- Comprehensive attribution metrics for ROI tracking
- Access to a network of 1,600+ B2B publishers for content syndication
Learn More about Madison Logic Platform
5. 6sense
6sense harnesses the power of AI, big data and machine learning to empower revenue teams with comprehensive insights and tools to fuel their marketing and sales efforts. The platform captures anonymous buying signals, targets the right accounts at optimal times, and recommends effective channels and messages to boost revenue performance.
By removing guesswork and reducing friction in the sales process, 6sense enables sales, marketing, and customer success teams to improve pipeline quality, accelerate sales velocity, increase conversion rates, and grow revenue predictably.
Key Features:
- AI-powered intent data capture and analysis
- Account-based targeting and prioritization
- Multi-channel, multi-touch campaign orchestration
- Predictive analytics for revenue forecasting
- Personalized messaging and content recommendations
Learn More about 6sense Revenue AI for Marketing
6. Terminus
Terminus is a comprehensive solution designed to revolutionize B2B marketing strategies. This platform helps teams engage with accounts throughout their entire lifecycle, leveraging first-party data to surround buyers with engaging digital experiences from acquisition to expansion and renewal.
At its core, Terminus offers a range of powerful features that enable marketers to drive ROI, minimize fraud, and prioritize brand safety. The platform provides intent signals from Bombora, account and contact discovery for best-fit accounts, and intelligent data curation.
Key Features:
- Account identification and scoring for unknown accounts
- Unified first- and third-party data
- Track account-level website engagement
- Marketing impact reports on generated pipeline and revenue
- Unlimited synced LinkedIn audiences for targeted advertising
Learn More about Terminus ABM Platform
7. Influ2
Influ2 is a person-based advertising platform that allows B2B marketers to target specific decision-makers within their chosen accounts, providing a more focused approach to advertising. With Influ2, users can create and run personalized ad campaigns across various digital platforms, reaching key individuals directly.
One of the standout features of Influ2 is its ability to track engagement at the individual level. This granular insight allows marketers to monitor how specific people within target accounts interact with their ads, providing valuable data for sales teams.
Key Features:
- Person-based targeting for precise audience reach
- Contact-level intent tracking and behavioral scoring
- Integration with CRM systems for seamless data flow
- Campaign performance analytics and individual engagement reports
- Multi-channel ad distribution across major platforms
8. Foundry ABM
Foundry ABM combines account-based advertising, web personalization, and sales activation features to enable companies to orchestrate multi-channel campaigns effectively. The platform’s core strength lies in its proprietary AI-powered purchase intent engine, which scores account interest during the buying process.
This sophisticated technology allows marketers to create and manage ABM campaigns that drive awareness, engagement, and pipeline growth within target accounts. Foundry ABM’s single-platform approach simplifies campaign management, while its AI and machine learning capabilities enhance targeting and orchestration.
Key Features:
- AI-powered purchase intent engine for scoring account interest
- Multi-channel campaign orchestration capabilities
- Account-based advertising, web personalization, and sales activation
- Single platform integration for streamlined campaign management
- Proprietary database to complement first-party data
9. DemandScience
DemandScience helps businesses identify and target in-market buyers more efficiently. The company’s Live Data Factory leverages advanced technologies to provide accurate data with relevant intent signals, facilitating a faster buyer’s journey from top-of-funnel to conversion.
DemandScience offers a suite of solutions including PureSyndication, PureABM, and PurePush. These tools are designed to drive engagement across all stages of the funnel, from data acquisition to qualified leads and account-based marketing to content syndication.
Key Features:
- Comprehensive suite of lead generation solutions
- Global audience of 125+ million technology buyers
- Solutions for various funnel stages: PureSyndication, PureABM, PurePush
- Ability to target specific audiences for pipeline growth and ROI
Learn More about DemandScience
10. Albacross
Albacross provides valuable intent data, enabling businesses to identify potential buyers, engage them effectively, and receive notifications when they are ready to purchase. Albacross tracks over 3 billion events monthly worldwide, offering fresh data points on a weekly basis.
This extensive data collection allows sales teams to increase productivity by identifying the buying intent of website visitors. Marketing teams benefit from a deeper understanding of which accounts engage with their content and what interests them most.
Key Features:
- Visitor identification and buying intent analysis for website traffic
- Real-time notifications for sales teams when potential buyers are ready to purchase
- Comprehensive intent data tracking and weekly updates
- Seamless integration with existing marketing and sales tools