The right account-based marketing software will align your teams, increase efficiency across your business, and support your account-based marketing, or ABM, strategy as you scale and grow.
The question is, which is the “right” platform? With countless ABM solutions to choose from and conflicting reviews everywhere you look, it is difficult to be certain which platform will best meet your business needs.
Our total guide to the best account-based marketing software available in 2024 is broken down into three categories based on the main function of each of the account-based marketing tools:
Lead generation and list building
ABM strategy execution
Full stack companies
We’ve included a summary of each tool’s main functions as well as pricing information whenever it is available.
Keep in mind that the best way to really tell if a tool is right for your business is to use it. Many of these platforms offer demos and free trials, so take advantage of these as part of your decision-making process.
Let’s get into the best ABM tools of 2024.
Note: Want to see which companies visit your website—even if they don’t fill out a form? Try Leadfeeder for free.
What is an ABM platform?
Account-based marketing (ABM) software helps B2B sales and marketing teams automate essential ABM processes, from identifying and selecting target accounts that match your ideal customer profile (ICP) through to engaging with prospects through personalized campaigns.
At their core, ABM solutions require sales and marketing teams to work closely together to target high-quality accounts. However, selecting accounts, engaging with them across multiple channels, and planning content and outreach campaigns can be time consuming.
ABM tools bring all of this together by unifying relevant data and supporting account-based marketing automation across the sales and marketing funnel. This allows teams to identify target accounts at scale and create personalized content that wins them over.
Most ABM platforms integrate with existing sales and marketing automation systems, aligning teams while improving collaboration, communication, and productivity.
The 40 top account-based marketing software platforms available in 2024
Disclaimer: This comparison is intended for guidance purposes only and has been provided in good faith and to the best of our knowledge using the information available at the date of publication. All ‘Trademarks’ are the property of their respective owners. We are not endorsed by, directly affiliated with, maintained, authorized, or sponsored by any trademark holder referenced herein.
ABM lead generation and list building tools
The account-based marketing platforms in this category help users to build lists of leads and keep track of customer behaviors that signal purchase intent.
1) Leadfeeder by Dealfront
Pricing: Leadfeeder offers a 14-day free trial during which you can explore all the tools available on the monthly paid plan.
Leadfeeder by Dealfront helps you identify the companies that are visiting your website. Using IP address tracking, our website identification tool captures companies with employees working from home as well as those that have never filled out a form or contacted you.
Combined with the Dealfront Sales Intelligence platform, Leadfeeder provides a prioritized list of leads complete with comprehensive company profiles, truly compliant contact details, and a fully integrated sales and marketing pipeline.
By identifying the traffic sources that bring target companies to your site as well as the companies that engage with your content, you can optimize your ABM solutions for high-quality prospects and increase conversion rates.
To try out Leadfeeder by Dealfront, all you need to do is install the Leadfeeder Tracker (it takes less than five minutes!).
To sign up for Leadfeeder, follow these steps. We can start sending you leads in minutes.
2) LinkedIn
Pricing: Upon request.
If the only thing you want to spend on lead generation is time, then you can search LinkedIn manually for business contacts. Since this is by far the most difficult method of piecing together a list, LinkedIn is better used as a backup if your other tools produce outdated information. In addition, LinkedIn Marketing Solutions allows you to engage in targeted ad campaigns once you’ve built your list and started implementing strategies.
3) ZoomInfo MarketingOS
Pricing: Free trial; pricing upon request.
ZoomInfo allows you to search by contact and company, and then compile lists of individuals to contact within each target company. Bonus features include tools to regularly clean your data and a Chrome extension that displays contact info for anyone you’re researching on sites like LinkedIn.
4) Clearbit
Pricing: Contact sales for pricing.
Clearbit syncs with HubSpot to enrich your lead generation and prospecting campaigns with actionable sales intelligence. It comes with a Target Market Builder feature that helps you segment your ideal customers, optimizes the timing of engagement efforts, and supports your B2B account-based marketing efforts.
Clearbit also provides you with a list of high-intent visitors. Following this list when prospecting gives you a better chance of converting your web visitors into customers since you know they’re interested in your products or services. You also get access to more than 30 million verified contacts of B2B decision-makers worldwide, helping you target the right prospects.
5) Owler
Pricing: Free plan for personal use; Pro Plan starts at $39/month (billed annually).
While Owler has a more comprehensive enterprise solution (for those interested), its primary offering is completely free for personal use. It sends you a daily snapshot of activity regarding your prospects, with a focus on funding and acquisition information. The enterprise solution provides more complete company data, relationship graphs, and real-time news alerts.
6) LeadGenius
Pricing: Upon request.
LeadGenius is part software part human resource. The platform gathers and filters custom-sourced data, but human research teams are available to their clients to ensure high-quality data at all times. It’s billed as a highly accurate solution as data is sourced on demand. Unfortunately, LeadGenius does not have its pricing advertised, but the human resources likely make it more expensive than some others on this list.
7) Datanyze
Pricing: Datanyze offers a 90-day free trial with 10 credits/month; paid plans start at $21/month billed annually.
Datanyze offers marketers the ability to build and curate a list of prospects, plus a chance to score leads before and after they’re in the pipeline. Pricing isn’t available for the full software, however, Datanyze does have a free Chrome extension for marketers and salespeople looking to prospect on a tight budget.
8) RollWorks
Pricing: Request a custom quote.
RollWorks makes lead generation and list building more targeted by helping you identify and engage high-value accounts. You can then measure the reach and revenue impact you achieve.
This tool relies on machine learning to identify accounts that fit your ICP and target them with your marketing efforts.
RollWorks boosts the accuracy of your lead generation efforts by creating a target account list using advanced selection strategies. These include account scoring, target account updates, target list creation from the RollWorks database, and ICP grouping using technographics and firmographics.
Also, RollWorks provides you with real-time sales insights and contact information for decision-makers to make your lead-generation campaigns more effective and productive.
9) Demandscience
Pricing: Pricing upon request.
Demandscience is a straightforward account-based marketing platform that lets you search for new contacts and leads using extensive filters and search parameters, or collect business intelligence on companies you’re already targeting.
10) Foundry
Pricing: Contact for custom pricing and packages.
Foundry combines multiple data sources to help you identify buyer intent and engage with warm leads. The tool flags intent signals from your website visitors, Foundry’s proprietary data, and public web sources such as social media, blogs, and job boards.
This helps sales teams target intent-based leads with proven engagement while allowing marketing teams to reach relevant audiences through demand generation programs.
11) HG Insights
Pricing: Custom pricing upon request.
HG Insights has several solutions designed for marketers. One of these is HG Market Intelligence, which helps users identify customer opportunities and segment accounts. They also offer native integrations with HubSpot, Salesforce, and LinkedIn to boost engagement with target audiences on the relevant platforms.
12) Leadspace
Pricing: Contact sales for a pricing plan.
Leadspace uses intent data to find Ideal Buyer Profiles and expand marketing reach. With their tool, you can enrich your buyer profiles in ABM campaigns with persona-level scoring, segmentation, and enrichment.
13) TechTarget Priority Engine
Pricing: Contact sales for a pricing plan.
TechTarget’s Priority Engine is another account-based marketing solution for building and monitoring a list of ABM-worthy prospects. Priority is, naturally, given to prospects demonstrating buying intent and the tool provides behavioral insights on prospects. It’s worth noting that they are partnered with HG Data, another company mentioned earlier on this list.
14) AdDaptive Intelligence
Pricing: Upon request.
AdDaptive Intelligence is all about ABM list building. They take into account online and offline business data, identify business IP addresses without cookies, and help their customers identify audiences similar to existing clients and prospects.
ABM platforms for strategy execution
The next section of our list is a number of account-based marketing companies that focus on reaching your prospects and drawing them into your sales pipeline.
15) HubSpot
Pricing: $800/month.
HubSpot has a number of free tools for marketers to use, but the really useful ones for ABM don’t come out until you’re ready to spend $800/month for the Marketing Hub plan. That’s when HubSpot’s “Smart Content” feature is unlocked. The Smart Content tool lets marketers deliver personalized content to prospects and is complemented by a host of other HubSpot tools.
16) Uberflip
Pricing: Upon request.
Uberflip is a marketing tool specifically designed for the implementation of strategies like ABM. It helps marketers execute account-specific messaging, organize resources into a content library, and sync content strategy between sales reps and marketers.
17) Groove
Pricing: Upon request.
Groove helps salespeople keep track of account engagement and get snapshots of companies, filter, and label prioritized leads, and keep up with multiple contacts from each company you’re targeting. It’s one small aspect of ABM; those interested in more complete tools will need to look elsewhere.
18) Terminus
Pricing: Upon request.
It takes a lot of continuous effort to generate brand awareness until your target accounts are familiar with your company’s services and products. Terminus simplifies this process by helping you optimize web engagement and intent data, build a prospecting pipeline with best-fit leads, and cultivate deeper relationships to reduce customer churn.
Terminus is useful throughout the marketing cycle as it ensures you aren’t fixated only on implementing early-stage marketing strategies. Rather, this tool offers a step-by-step playbook to help you apply an effective marketing strategy throughout the customer journey.
19) Adobe Campaign
Pricing: Upon request.
Adobe Campaign boasts robust tools for email and mobile marketing, campaign creation, and full journey management. It’s a solid option for marketers who aren’t afraid of a complex system and want the extensive segmentation and control this tool offers.
20) Act-On
Pricing: From $900/month for 2,500 active contacts.
Act-On has many of the usual marketing automation tools, from landing pages and forms to event and webinar scheduling. However, it also has several ABM-specific features. For example, it allows users to plan campaigns and track engagement levels by account, taking all decision-makers’ behaviors into consideration.
21) ActiveDemand
Pricing: Free trial; pricing upon request.
ActiveDemand is a strong option for account-based marketing for small businesses, with a dedicated plan that helps increase automation and expand reach. However, there are additional plans for marketing agencies and corporate marketing. Features include dynamic content, automatic segmentation, predictive email sending, behavioral retargeting, and lead scoring.
22) Outbrain
Pricing: Cost-Per-Click pricing model.
Outbrain Amplify offers both managed account-based marketing services and a self-serve platform. It’s specifically for placing your ads on high-traffic sites in high-visibility areas. It’s not necessary for a good ABM effort, but it’s a useful tool to have if it’s right for your audience.
23) PathFactory
Pricing: Upon request.
PathFactory describes its platform as consisting of two parts: Content Insights and Content Activation. It provides insight into how prospects are interacting with content (and analysis of what will work better in the future), along with a path to content deployment. Onboarding and set-up takes a minimum of ten days, so it’s not a plug-and-go solution.
24) Seismic
Pricing: Upon request.
Seismic brands itself as an account-based marketing company that brings marketing and sales teams together. In account-based marketing, communication and shared resources between marketers and sales agents are key. Seismic makes it easier to measure which content is working hardest, keep everyone on brand, and ensure salespeople use the content and insights marketing provides.
25) Bound
Pricing: Upon request.
Bound is an account-based marketing platform that helps you personalize the path visitors take when they arrive at your homepage. In particular, personalized experiences trigger when someone from an account you’re targeting visits your website. It also has tools to help direct prospects to upcoming events.
26) Personyze
Pricing: Free trial; paid plan starts at $250/month.
Personyze is a platform designed for B2C marketing that can also work for B2B account-based marketing. Features include omnichannel personalization, a recommendation engine, personalized emails and recommendations, personalized pop-ups, and behavioral targeting.
27) PFL
Pricing: Upon request.
PFL lets marketers integrate their digital marketing with direct mail efforts. PFL takes charge of printing and mailing marketing materials whenever doing so is triggered by a campaign you set up. It’s a clever way to use ABM that many marketers overlook.
28) Pipeline 360 powered by Integrate
Pricing: Upon request.
Pipeline 360 syncs with several lead data generation platforms just as well if you were to manually upload your target list. It cleans your data (just in case), and then can be used for common ABM needs like launching customized campaigns, storing and organizing content assets, and analyzing performance.
29) Kwanzoo
Pricing: Upon request.
Kwanzoo offers implementation tools around advertising and retargeting, then analyzing your results. It encourages collaboration between sales and marketing. Kwanzoo markets itself as being especially good for those looking to conduct ABM around the world rather than in the U.S. exclusively.
Full stack account-based marketing solutions
The last section of our list contains account-based marketing companies that provide everything (or close to it) that you need to run your account-based marketing solutions. They’re likely easier to implement but might be less cost-effective than point solutions. It all depends on which tools you need to execute your ABM strategy.
30) Salesforce Einstein 1 Platform
Pricing: From $25/user/month
If you’re a die-hard Salesforce user, Einstein 1 Platform is worth serious consideration. It’s developed by Salesforce to work seamlessly with their platform and is powered by AI to accelerate your account-based marketing strategies. It’s heavily data-driven but also has the tools necessary for delivering personalized content based on those insights. That said, if you don’t want to use the Salesforce CRM, this product isn’t for you.
31) Apollo
Pricing: Free version with limited features; paid plans start at $49 per user/month.
Apollo (formerly ZenProspect) isn’t a full stack tool in the sense that you can manage full-blown ABM campaigns, but it deserves a place in this section because it’s more than just a prospecting tool. It gives reps suggestions for what to say or message a prospect based on that prospect’s activity. It also provides an analysis of the current methods being used and comes with bonus features like call transcription.
32) 6sense
Pricing: Upon request.
6sense uses its Revenue AI tool to help you identify high-intent buyers, create content to engage them, and book qualified meetings. 6sense claims it can even gather insights based on ‘dark funnel’ (as opposed to known funnel) behavior and give marketers a competitive advantage on the market. It also has predictive analysis, campaign creation tools, and insights for sales.
33) Adobe Marketo Engage
Pricing: Upon request.
Adobe Marketo Engage is a well-known marketing automation platform that promises every tool you need for effective ABM: targeting and list-building; personalized, cross-channel engagement tools; account scoring; segmentation; analytics based on revenue; and more.
34) Bombora
Pricing: Upon request.
Bombora’s offerings include tools for account ad targeting, site personalization, contact acquisition, and email/marketing automation. It’s not the most comprehensive—or the most ABM focused—but it’s still a popular platform with multiple options for account-based marketing. One unique offering they have is Company Surge, which shows you which companies are searching for your company.
35) pharosIQ
Pricing: Upon request.
pharosIQ (formerly MRP Prelytix) swaps the usual intent data in favor of a signal engine to help you identify down-funnel buyers. Their content library – billed as the biggest online vendor content library in the world – allows you to create B2B account-based marketing and track engagement across the funnel. Tools like comparison reports and case studies give you insights while solutions like email, online ads, and direct mail let you target and convert active buyers.
36) Demandbase One
Pricing: Upon request.
Demandbase One promises to go beyond ABM with its go-to-market platform. Aligning sales and marketing teams, it features various data points and tools for executing ABM campaigns, managing sales data and B2B contacts, identifying buying signals, and creating personalized online experiences.
37) Expandi Jabmo
Pricing: Upon request.
Expandi Jabmo is a true full stack marketing automation platform, but it’s designed specifically for businesses in global manufacturing and life sciences. If that’s your field, it should be a top contender; if not, it’s best to move on to other tools.
38) LeadLiason
Pricing: Starting at $250/month.
LeadLiason (a company proud of its Texan heritage) offers a full stack ABM solution with some creative extras like the ability to deliver company swag to serious prospects. While the smallest plan starts at $250/month, many marketers searching for a full suite of ABM tools will be more interested in their omnichannel solution, which starts at $780/month.
39) Madison Logic
Pricing: Upon request.
Madison Logic is a self-serve ABM program that walks you through finding contacts, engaging them, and measuring marketing ROI. It’s a great solution if you want to take a multi-channel approach and target global accounts. The platform lets you create personalized ABM campaigns to reach more leads, track touchpoints and engagement to optimize your strategy, and accelerate the buying journey with access to real-time data like research activity and campaign performance.
40) EngageBay
Pricing: Free plan available; paid plans start at $12.74 per user/month (biennial), billed annually.
EngageBay combines a comprehensive CRM system with marketing and sales automation. The suite comes with various tools to support ABM campaigns, including lead generation tools, a social suite, a landing page builder, contact management, appointment scheduling, and more.
Empower your targeted ads with the right account-based marketing software
The right account-based marketing resources are essential for a successful targeted ad campaign. Our list of the top account-based marketing software options currently on the market should give you a clearer idea of the tools you need to add to your tech stack to achieve your goals.
One decision to make early on is whether you want a full stack solution or to build your own point solution. Full stack platforms are almost always more expensive, and with point solution tools, you can prioritize the technology you need to meet your business aims.
When combined with Dealfront, Leadfeeder offers a solution that allows you to identify anonymous website traffic and turn them into convertible leads thanks to a truly compliant database of over 140m contacts.
Sign up for our free 14-day trial to experience it for yourself today.
Jamie is an expert T-Shaped marketer with 10+ years experience across a wide range of channels, tactics, and strategies. His background spans both B2B and B2C markets, including SaaS, technology, financial services, environmental services, manufacturing, collectibles, and investment industries. He works for Dealfront as Director of Content Marketing and you can reach out to him on LinkedIn!
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