Account-based marketing (ABM) has become an increasingly popular strategy among B2B companies, as it focuses on identifying and targeting high-value accounts instead of individual leads.

This approach can lead to higher ROI and more effective marketing campaigns. To implement ABM effectively, businesses need the right software tools. In this blog post, we will provide an in-depth review of the top ABM software options, helping you make the right choice for your business.

Key features to consider when selecting ABM tools

When choosing ABM software, it’s essential to consider the following key features:

Account selection and targeting capabilities
Personalization and content management
Multi-channel marketing support
Integration with CRM and marketing automation platforms
Analytics, reporting, and performance measurement
Scalability and customization options

The best Account-Based Marketing software options

#1. Marketo ABM

Marketo ABM is an account-based marketing module integrated into the popular Marketo marketing automation platform. With its advanced targeting and personalization features, Marketo ABM allows marketers to build strong relationships with the right accounts and convert them into customers.

Key features include:

Account targeting: Identify and prioritize high-value accounts using AI-driven predictive analytics.
Personalized content: Create and deliver personalized content tailored to each account’s needs and preferences.
Multi-channel marketing: Engage accounts across multiple channels, including email, web, and social media.
Analytics and reporting: Measure the performance of your ABM campaigns with comprehensive analytics and reporting tools.

Integration and compatibility

Marketo ABM is seamlessly integrated with the core Marketo platform, enabling users to leverage their existing marketing automation workflows and CRM data. The platform also offers integration with popular CRM systems such as Salesforce and Microsoft Dynamics.

Pricing and plans

Marketo ABM pricing is based on a custom quote, depending on the size and needs of your business. You can request a quote by contacting Marketo’s sales team.

Who is this for?

Marketo ABM: Ideal for mid-sized to large enterprises

Marketo ABM is best suited for mid-sized to large enterprises with complex sales cycles and multiple stakeholders involved in the decision-making process. The platform’s advanced targeting and personalization features, along with its seamless integration with the core Marketo platform, make it an excellent choice for businesses that are already using Marketo for marketing automation and CRM.

#2. HubSpot ABM – My Preferred Account-based Marketing Software

HubSpot ABM is an account-based marketing module available as part of HubSpot’s Marketing Hub Enterprise offering. This comprehensive ABM solution allows users to target and prioritize high-value accounts, create personalized content and marketing strategies, and measure the impact of their ABM campaigns.

Key features include:

Account identification and prioritization: Use HubSpot’s AI-powered algorithms to identify and prioritize the accounts that are most likely to convert.
Personalized content and marketing strategies: Create tailored content and marketing strategies to engage and nurture high-value accounts.
Multi-channel marketing: Engage accounts across multiple channels, including email, web, and social media.
Analytics and reporting: Track the performance of your ABM campaigns and measure their impact on your marketing and sales goals.

Integration and compatibility

HubSpot ABM is integrated with HubSpot’s broader marketing, sales, and CRM ecosystem, enabling users to leverage their existing data and tools. The platform also offers integration with popular CRM systems such as Salesforce, Microsoft Dynamics, and many other third-party applications.

Pricing and plans

HubSpot ABM is available as part of HubSpot’s Marketing Hub Enterprise plan. Pricing for this plan starts at $3,200 per month and is based on the number of contacts in your database.

Who is this for?

HubSpot ABM: Ideal for small to mid-sized businesses

HubSpot ABM is designed for small to mid-sized businesses looking for a user-friendly, all-in-one ABM solution. Its integration with HubSpot’s broader marketing, sales, and CRM ecosystem makes it a great fit for companies already using HubSpot or those that are new to ABM and want an easy-to-use platform with a comprehensive set of features.

#3. Triblio: ABM tool Review

Triblio is a comprehensive ABM platform designed to help B2B marketers identify, engage, and convert high-value accounts. With its account targeting, personalization, multi-channel marketing, and advanced analytics capabilities, Triblio enables users to create and execute effective ABM campaigns.

Key features of this account based marketing software include:

Account targeting: Use AI-driven predictive analytics to identify and prioritize high-value accounts.
Personalized content: Create and deliver tailored content that resonates with each account’s unique needs and preferences.
Multi-channel marketing: Engage accounts across multiple channels, including email, web, social media, and display advertising.
Analytics and reporting: Measure the success of your ABM campaigns with comprehensive analytics and reporting tools.

Integration and compatibility

Triblio offers seamless integration with popular CRM and marketing automation tools, such as Salesforce, Marketo, Eloqua, and HubSpot. This compatibility allows businesses to streamline their ABM efforts and maximize results by leveraging their existing marketing tech stack.

Pricing and plans

Triblio’s pricing is based on a custom quote, depending on the size and needs of your business. You can request a quote by contacting Triblio’s sales team.

Who is this for?

Triblio: Ideal for B2B companies of all sizes

Triblio is a versatile ABM platform suitable for B2B companies of all sizes. Its AI-driven predictive analytics, personalization capabilities, and multi-channel marketing features make it an excellent option for businesses looking to create and execute effective ABM campaigns. Its compatibility with popular CRM and marketing automation tools also allows users to leverage their existing tech stack for a streamlined experience.

#4. MRP Prelytix

MRP Prelytix is a powerful ABM software designed for B2B enterprises looking to target, engage, and nurture high-value accounts. The platform’s AI-driven predictive analytics and advanced targeting capabilities enable marketers to identify the right accounts, prioritize resources, and deliver personalized content across multiple channels.

Key features of this ABM tool include:

Account identification and prioritization: Use AI-powered predictive analytics to identify and prioritize high-value accounts.
Personalized content: Create and deliver tailored content that addresses each account’s unique needs and preferences.
Multi-channel marketing: Engage accounts across multiple channels, such as email, web, social media, and display advertising.
Analytics and reporting: Gain insights into the performance of your ABM campaigns with detailed analytics and reporting tools.

Integration and compatibility

MRP Prelytix integrates with popular CRM and marketing automation platforms, including Salesforce, Marketo, Eloqua, and HubSpot. This integration allows businesses to streamline their ABM efforts and maximize results by leveraging their existing marketing tech stack.

Pricing and plans

MRP Prelytix offers custom pricing based on the size and needs of your business. You can request a quote by contacting MRP’s sales team.

Who is this for?

MRP Prelytix: Ideal for large enterprises

MRP Prelytix is designed for large enterprises with sophisticated marketing needs and resources. Its powerful AI-driven analytics and advanced targeting capabilities make it a strong choice for businesses that require a scalable, enterprise-grade ABM solution. The platform’s integration with popular CRM and marketing automation platforms allows for seamless collaboration across marketing and sales teams.

#5. Demandbase: In-depth review

Demandbase is a leading ABM software platform that enables businesses to identify, target, and engage high-value accounts. Key features include account identification, personalization, multi-channel marketing, and comprehensive analytics.

Key features of this software are…

Account identification: Utilize AI and intent data to identify high-value accounts and target them effectively.
Personalized engagement: Deliver customized content and experiences across web, email, and advertising channels.
Sales and marketing alignment: Equip sales teams with account insights to help them prioritize outreach and close deals.
Performance measurement: Analyze and optimize your ABM campaigns using real-time metrics and reporting tools.

Integration and compatibility

Demandbase integrates with popular CRM and marketing automation platforms, including Salesforce, Marketo, and HubSpot. This seamless integration allows you to manage your ABM campaigns more effectively and track results.

Pricing and plans

Demandbase offers a range of pricing plans to suit businesses of different sizes and requirements. You can request a custom quote based on your specific needs.

Pros and cons

Pros:

Advanced account identification and targeting capabilities;
Seamless integration with popular CRM and marketing automation platforms;
Comprehensive analytics and reporting.

Cons:

Pricing may be prohibitive for smaller businesses;
May require a learning curve for new users.

Who is this for?

Demandbase: Ideal for mid-sized to large B2B companies

Demandbase is best suited for mid-sized to large B2B companies seeking a comprehensive ABM platform with a strong focus on account targeting, personalization, and measurement. Its extensive set of features, including account-based advertising and web personalization, make it a powerful choice for businesses looking to drive growth through targeted marketing efforts.

#6. Terminus: How good of an Account-based Marketing Software is it?

Terminus is a popular ABM platform designed to help B2B marketers drive better account engagement and accelerate revenue. Key features include account targeting, personalized content, and multi-channel marketing across email, web, and social media.

Key Features of the Terminus ABM Software are…

Account targeting and segmentation: Identify and segment high-value accounts based on firmographics, technographics, and intent data.
Personalized campaigns: Execute targeted, personalized campaigns across various channels, including display, LinkedIn, and email.
Sales enablement: Provide sales teams with actionable insights and account intelligence to prioritize and engage prospects.
Analytics and attribution: Measure the impact of your ABM efforts using Terminus’ comprehensive analytics and attribution tools.

Integration and compatibility

Terminus integrates with leading CRM platforms such as Salesforce and HubSpot, as well as popular marketing automation tools like Marketo and Pardot. This ensures seamless data syncing and better overall campaign management.

Pricing and plans

Terminus offers three pricing tiers: Essential, Growth, and Enterprise. Each tier offers a set of features tailored to specific business sizes and needs.

Pros and cons

Pros:

Robust multi-channel marketing capabilities;
Strong CRM and marketing automation integration;
User-friendly interface and easy-to-use features.

Cons:

Pricing may not be ideal for smaller businesses;
Limited reporting features in lower-tier plans.

Who is this for?

Terminus: Ideal for B2B companies of all sizes

Terminus is a flexible ABM platform that caters to B2B companies of all sizes, from startups to large enterprises. Its robust set of features, including account targeting, personalization, and multi-channel engagement, make it an excellent choice for businesses seeking a comprehensive ABM solution. The platform’s user-friendly interface and integrations with popular CRM and marketing automation tools make it accessible for users with varying levels of expertise.

#7. Engagio: How good of an Account-based Marketing tool is it?

Engagio, now part of Demandbase, is an ABM platform designed to help B2B marketers drive engagement, pipeline, and revenue. Key features include account selection, personalized content, multi-channel marketing, and advanced analytics.

Engagio offers the following functionalities..

Account selection and prioritization: Utilize AI-powered insights to identify and prioritize the most promising accounts.
Scalable engagement: Engage target accounts with personalized content and experiences across multiple channels.
Sales and marketing alignment: Equip sales teams with account insights and orchestrate coordinated plays across marketing and sales.
Analytics and measurement: Assess the performance of your ABM campaigns and optimize them using Engagio’s analytics tools.

Integration and compatibility

Engagio integrates with leading CRM platforms, including Salesforce and Microsoft Dynamics, as well as marketing automation tools like Marketo, HubSpot, and Eloqua.

Pricing and plans

Engagio offers custom pricing based on the size and needs of your business. You can request a quote by contacting their sales team.

Pros and cons:

Pros:

Powerful account selection and personalization features;
Seamless CRM and marketing automation integration;
Advanced analytics and performance measurement.

Cons:

Pricing information not readily available;
May require a learning curve for new users;
Platform might be complex for smaller businesses.

Who is this for?

Engagio: Ideal for mid-sized to large enterprises

Engagio is designed for mid-sized to large enterprises looking for an ABM platform that offers advanced analytics, targeting, and personalization features. Its comprehensive set of tools, such as lead-to-account matching and account scoring, make it a powerful option for businesses seeking to optimize their account-based marketing efforts. Engagio’s integration with popular CRM systems and marketing automation platforms allows for a seamless experience across marketing and sales teams.

#8. 6sense: How good of an Account-based Marketing Software is it?

6sense is an account engagement platform designed to help B2B marketers identify, engage, and convert high-value accounts. Key features include account identification, predictive analytics, personalized content, and multi-channel marketing.

Integration and compatibility

6sense offers integration with popular CRM platforms such as Salesforce and Microsoft Dynamics, as well as marketing automation tools like Marketo, HubSpot, and Eloqua.

Pricing and plans

6sense offers custom pricing based on the size and needs of your business. You can request a quote by contacting their sales team.

Pros and cons:

Pros:

AI-powered predictive analytics for account identification and targeting;
Strong CRM and marketing automation integration;
Comprehensive reporting and performance measurement.

Cons:

Pricing information not readily available;
May require a learning curve for new users;
Might be complex for smaller businesses.

Who is this for?

6sense: Ideal for mid-sized to large B2B companies

6sense is best suited for mid-sized to large B2B companies seeking a data-driven ABM platform that leverages AI and predictive analytics to identify and prioritize high-value accounts. Its features, such as account scoring, intent data analysis, and personalized content creation, make it a powerful choice for businesses looking to optimize their ABM campaigns and drive growth.

#9. RollWorks: In-depth Analysis

RollWorks, a division of NextRoll, is a popular ABM platform that helps B2B marketers drive engagement, pipeline, and revenue. Key features include account identification, personalized content, multi-channel marketing, and advanced analytics.

RollWorks has account based marketing functionalities which include –

Account targeting: Utilize AI-driven predictive analytics and intent data to identify and prioritize high-value accounts.
Personalized content: Develop and deliver customized content that resonates with each account’s unique needs and preferences.
Multi-channel marketing: Engage accounts across multiple channels, including email, web, social media, and display advertising.
Analytics and reporting: Track the performance of your ABM campaigns and measure their impact using RollWorks’ comprehensive analytics and reporting tools.

Integration and compatibility

RollWorks integrates with popular CRM platforms such as Salesforce and HubSpot, as well as marketing automation tools like Marketo and Pardot.

Pricing and plans

RollWorks offers a range of pricing plans, including Starter, Standard, and Professional, to suit businesses of different sizes and requirements. You can request a custom quote based on your specific needs.

Pros and cons:

Pros:

User-friendly interface and easy-to-use features;
Seamless CRM and marketing automation integration;
Transparent pricing structure.

Cons:

Limited advanced features in lower-tier plans;
May require additional training for new users;
Some users have reported limited customer support.

Who is this for?

RollWorks is designed for startups and entrepreneurs who are focused on B2B sales and looking to target specific high-value accounts. This ABM platform is particularly well-suited for businesses with a lean marketing team that wants to optimize their marketing efforts, as RollWorks offers automation capabilities and efficient campaign management. Additionally, the platform is beneficial for those who require seamless integration with CRM and marketing automation tools, such as Salesforce and HubSpot, to streamline their marketing efforts.

Tips for selecting the right ABM software for your business

Before choosing an ABM software, evaluate your current marketing strategy and identify specific areas where ABM can improve your performance. Make sure to choose an ABM software that fits within your budget and can scale with your business as it grows.

Choose an ABM platform that offers a user-friendly interface and intuitive features to minimize the learning curve for your team.

Also make sure to research customer reviews and testimonials. Learn from the experiences of other users by reading customer reviews and testimonials to gain insights into the pros and cons of each platform.

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