Tired of wasting time on the wrong leads? Struggling to align sales and marketing? Need a way to personalise outreach at scale? Running an account-based marketing (ABM) strategy without the right tools can waste resources, miss high-value opportunities, and fall short of engagement goals. We have handpicked the top ABM platforms to help you target the right accounts, streamline collaboration, and scale with ease.

What to Know Before You Start

Keep these factors in mind when choosing the right ABM tool for your organisation, team, and needs:

• ‍Set Clear Objectives: Define what you want to achieve with ABM, whether that is account engagement, revenue growth, or sales alignment. Your tool needs to match your specific goals.‍
• Ensure Seamless Integration: Make sure the ABM platform integrates with your existing CRM, marketing automation tools, and sales platforms. Integration is key to avoiding data silos and streamlining workflows.
• Focus on Scalability and Personalisation: Choose a solution that can grow with your needs and deliver personalised engagement at scale.‍
• Budget for the Full Picture: Platform fees are just the starting point. Most ABM programmes also require ad spend on top of software costs, plus internal headcount to manage campaigns. Factor all of these in before committing.

What are Account-Based Marketing Tools?

Account-Based Marketing (ABM) is a B2B strategy that targets specific high-value accounts rather than a broad audience. By focusing on key accounts, ABM allows for personalised campaigns that engage and nurture the companies most likely to drive revenue.

ABM platforms streamline this process by integrating tools for targeting, engagement, and measurement, making it easier to align sales and marketing efforts.

What Should You Look For in an ABM Tool?

The right ABM tool will depend on your specific needs and strategy. The best ABM tool for you should:

• Streamline your operations, saving you time and money
• Make it easy to scale your ABM strategy as needed
• Improve team communication and collaboration

When evaluating potential ABM platforms, consider these four factors:

1. Integration

It is crucial that the ABM tool you choose integrates well with your existing stack. Choose a platform that easily syncs with your CRM, marketing automation tools, and other essential sales and marketing technologies.

2. Reporting & Analytics

An effective ABM tool should let you:

• Evaluate and measure the effectiveness of your campaigns
• Analyze the impact of your ABM efforts on pipeline and revenue
• Generate tailored reports to track your progress

3. Customer Support

Reliable customer support is essential, especially during onboarding. Look at what support options are available: accessible resources for quick solutions, support email, or live chat for more in-depth questions.

4. Data Quality

The success of your ABM campaigns depends on the quality of your data. High-quality data helps you:

• Accurately segment your target audience
• Tailor outreach efforts with greater personalization
• Analyze both historical and real-time data for smarter decisions

Platform Overviews

Here are our top five picks for ABM software, each chosen for its unique strengths and ideal use cases.

Why these five made the list:

1. HubSpot – Best for an all-in-one solution with easy integrations and user-friendly tools, ideal for businesses of all sizes.
2. RollWorks – Best for small to mid-sized businesses, offering affordable, scalable ABM with solid targeting capabilities.
3. Demandbase – Best for large enterprises needing advanced personalisation, scalability, and alignment between sales and marketing.
4. 6sense – Best for AI-powered predictive analytics and actionable insights that help identify and target high-intent accounts.
5. Terminus – Best for account-based advertising and multi-channel engagement, with an important ownership update noted below.

1. HubSpot

Best for: All-in-one ABM and CRM integration, with easy-to-use features and seamless integrations, ideal for businesses of all sizes.

HubSpot combines a powerful CRM, marketing automation, and AI-driven lead scoring to offer a great all-around solution. It is ideal for businesses of all sizes looking for a comprehensive, easy-to-use platform that supports sales, marketing, and service teams.

G2 Rating: 4.4/5

Key Features:

• Full-fledged CRM: Centralizes account data and provides a holistic view of every customer interaction
• Email Marketing Management: Automates and personalizes email outreach to target accounts
• Multi-Channel Attribution: Tracks engagement across channels to identify the most effective touchpoints
• Lead-to-Account Matching: Automatically associates leads with the right accounts
• Lead Scoring: Prioritises leads based on interactions and engagement
• Sales Pipeline Management: Visualizes the sales process from lead to close
• Workflow Automation: Automates processes across marketing, sales, and service teams
• Data Hub [NEW 2025]: A dedicated hub for data unification and quality, directly supporting cleaner ABM targeting

Integrations:

• Hundreds of platforms including Salesforce, Microsoft Dynamics, Slack, Google Analytics, WordPress, and Shopify
• Zapier integration for further automations and custom workflows without coding

Ease of Use:

• Widely known for its user-friendly interface, popular with small to mid-sized businesses
• Drag-and-drop functionality simplifies workflows and email campaign setup
• In-depth tutorials and guides help teams get started quickly

Data Quality:

• Real-time data synchronisation across CRM, marketing, and sales tools
• Data enrichment tools automatically update contact and firmographic information
• High-quality data supports effective segmentation and lead-to-account matching

Reporting & Analytics:

• Pre-built and customisable dashboards track account engagement, lead conversion, and revenue growth
• Multi-channel attribution identifies the most successful touchpoints
• Advanced reporting for sales teams and executives

Customer Support:

• Live chat, email support, phone support on higher plans, and an extensive knowledge base
• Free resources including training videos, webinars, and a community forum
• HubSpot Academy offers certifications and in-depth courses

User-friendly platform suitable for all technical skill levels

• User-Friendly Platform: Its intuitive design is ideal for teams of all technical skill levels.
• Built-in CRM and email marketing tools in one unified platform
• Strong reporting with multi-channel attribution
• Good support for businesses running multi-region campaigns

Cons:

• Free version is very limited for ABM-focused use cases
• Costs escalate quickly as you add features, contacts, and seats
• Professional and Enterprise plans require annual commitment, plus mandatory onboarding fees at higher tiers

Ideal For:

Small to medium-sized B2B companies looking for an all-in-one ABM platform with built-in CRM, email marketing, and strong reporting.

Pricing:

HubSpot moved to a seat-based pricing model in 2024. Marketing Hub Professional starts at approximately $890 per month, including 3 seats and 2,000 marketing contacts. Sales Hub Starter begins at $20 per seat per month, scaling to $100 per seat at Professional. Most mid-sized businesses spend between $10,000 and $50,000 per year on HubSpot subscriptions depending on the hubs, tiers, and number of seats needed. A free plan is available with basic functionality for up to two users.

2. Rollworks

Best for: Small to mid-sized businesses looking for affordable, scalable account-based marketing with robust targeting and engagement capabilities.

RollWorks is affordable, scalable, and provides AI-powered targeting and segmentation, making it accessible for companies just getting started with ABM. It is a strong choice for businesses or teams with limited budgets who want a dedicated ABM advertising platform without enterprise-level complexity.

G2 Rating: 4.3/5

Key Features:

• Account Targeting: Advanced targeting using firmographics, technographics, and intent data
• Account-Based Advertising: Programmatic ad delivery across display, social, and mobile
• Sales and Marketing Alignment: Shared dashboards and insights to keep both teams focused on the same accounts
• Journey Stages: Maps accounts through awareness, engagement, and decision stages
• Account Identification: Identifies anonymous website visitors and matches them to target accounts
• CRM and Marketing Automation: Integrates with major CRMs and automation tools to sync account data

Integrations:

• Salesforce, HubSpot, Marketo, Eloqua, and Google Analytics
• LinkedIn and Facebook for paid social campaigns

Ease of Use:

• Intuitive interface designed for small to mid-sized businesses
• Account segments and personalized ads can be set up without heavy technical expertise

Data Quality:

• Intent and firmographic data for targeting the right accounts
• Account identification capabilities uncover anonymous web visitors
• Accurate CRM synchronization supports reliable decision-making

Reporting & Analytics:

• Dashboards track campaign effectiveness, advertising performance, and pipeline contribution
• Detailed insights into account engagement and journey stages
• Multi-touch attribution measures which touchpoints contribute most to conversions

Customer Support:

• Email, live chat, and phone support depending on plan
• Knowledge base, on-demand webinars, and community resources
• Onboarding and training sessions available

Pros:

• Affordable and scalable, ideal for small to mid-sized businesses
• Strong account targeting and personalisation tools
• Cross-channel engagement across web, social, and mobile
• Free starter tier available for basic account targeting

Cons:

• Less depth of account intelligence compared to 6sense or Demandbase
• No native website personalisation tools
• Ad spend is required on top of platform fees for meaningful results. Budget for roughly $2,000 to $5,000 per month in media spend separately from the subscription
• Intent data is less comprehensive than pure intent vendors like 6sense

Ideal For:

Small to mid-sized B2B businesses, particularly SaaS and tech companies, looking for an affordable ad-first ABM platform without enterprise complexity.

Pricing:

RollWorks offers a free starter tier for basic account targeting. Full ABM capabilities typically cost between $12,000 and $50,000 per year for mid-market teams, depending on the scale of use and features required. Ad spend is budgeted separately on top of the platform fee. Contact sales for a custom quote.

3. Demandbase

Best for: CComprehensive account-based marketing with AI-driven insights and personalisation, ideal for large enterprises.

Demandbase is built for large enterprises that need robust AI-driven insights, personalisation, and account identification at scale. It operates the only B2B-native demand-side platform (DSP) for advertising, making it particularly strong for ad-heavy ABM strategies. It processes over 2 trillion intent signals per month across 133 languages.

G2 Rating: 4.3/5 (1,621 reviews) | TrustRadius: 8.3/10

Key Features:

• Account Identification: AI-driven intent signals to identify and prioritise high-value prospects
• Personalisation: Web and content personalisation tailored to specific accounts across digital touchpoints
• AI-Driven Insights: Analyses engagement data and provides actionable insights for improving conversions
• Native B2B Advertising DSP: The only B2B-native demand-side platform for programmatic advertising, a genuine differentiator for ad-heavy strategies
• Sales Enablement: Provides sales teams with account activity, intent, and engagement insights
• Marketing Automation: Integrates with major automation tools to manage multi-channel campaigns

Integrations:

• Salesforce, Marketo, HubSpot, Eloqua, Google Analytics, Slack, and LinkedIn

Ease of Use:

• Comprehensive interface that may require training to fully utilise advanced features
• Well-designed dashboards provide a high-level overview, but the depth of features can make initial onboarding challenging

Data Quality:

• Over 2 trillion intent signals processed per month across 133 languages
• Continuously updated account information as new intent data is gathered
• Combines first- and third-party data for accurate account identification

Reporting & Analytics:

• Highly customisable reporting with detailed insights into account engagement, campaign performance, and revenue attribution
• AI-driven insights identify which accounts are most likely to convert
• Multi-touch attribution for in-depth channel analysis

Customer Support:

• Email, live chat, phone support, and dedicated account managers for premium plans
• Knowledge base, community resources, and on-demand training materials
• Personalised onboarding and implementation support for enterprise customers

Pros:

•  Largest first-party intent data set in the ABM market with over 2 trillion signals per month
• Only B2B-native advertising DSP, a meaningful advantage for ad-focused strategies
• Comprehensive web and content personalisation tools
• Strong for enterprise teams with complex buying groups

Cons:

• Steeper learning curve: advanced features like AI and personalisation require expertise and time to master
• Premium pricing puts it out of reach for teams with budgets under $30,000 per year
• Multi-year contract pressure is common during sales. Negotiate renewal price caps upfront
• Add-on costs for premium intent data modules can escalate the total cost significantly

Ideal For:

Enterprise-level B2B companies looking for AI-driven insights, personalization, and account-based advertising to target high-value accounts and improve ABM campaign performance.

Pricing:

Available upon request. Pricing for Demandbase is customized depending on the size of your business and the specific features required. Contact sales for a quote.

4. 6sense

Best for: Predictive analytics and identifying in-market accounts using AI, helping businesses focus on high-intent prospects for better engagement.

6sense excels in using AI to predict buyer behaviour and identify high-intent accounts. It was named a Forrester Leader in intent data for Q1 2025 and processes over 1 trillion daily buying signals through its Signalverse engine. It is ideal for companies focused on predicting future sales opportunities before accounts enter the active sales cycle.

G2 Rating: 4.3/5 (2,265 reviews) | TrustRadius: 8.2/10

Key Features:

• AI-Powered Predictive Analytics: Predicts buyer behaviour and identifies accounts most likely to convert
• Revenue AI: Classifies accounts into buying stages (Target, Awareness, Consideration, Decision) to guide prioritisation
• Dark Funnel: Identifies hidden buyer signals and anonymous research activity invisible to traditional sales tools
• Intent Data: Tracks buyer intent signals to identify when accounts are preparing to make a purchase decision
• Account Identification: Uncovers anonymous web visitors and connects them to known accounts
• Multi-Channel Engagement: Enables engagement across email, ads, social, and web
• Pipeline Management: Visualises where accounts sit in the funnel and predicts deal outcomes

Free Plan Now Available

6sense now offers a free plan that provides basic account identification before you commit to a paid contract. This is worth taking advantage of before signing any multi-year agreement, giving your team a chance to assess the platform with real data.

Integrations:

• Salesforce, Microsoft Dynamics, Marketo, HubSpot, LinkedIn, and Google Ads

Ease of Use:

• Feature-rich and highly effective, but with a steeper learning curve than more user-friendly options like HubSpot
• Dashboard is intuitive but setting up predictive workflows requires expertise
• Plan for 3 to 6 months before your team has reliable intent data and full CRM integration in place. Factor this ramp time into your ROI projections before signing

Data Quality:

• Over 1 trillion daily buying signals processed through the Signalverse engine
• AI-driven insights provide updated, reliable data on account behaviours including anonymous website traffic

Reporting & Analytics:

• Predictive analytics with insights into account behaviour, funnel progression, and deal outcomes
• Customisable dashboards to monitor performance metrics at a granular level
• Multi-touch attribution tracks the most impactful touchpoints along the buyer journey

Customer Support:

• Dedicated account managers for larger clients, training resources, and live support
• Webinars, documentation, and training materials for complex features
• Phone and live chat support on premium plans

Pros:

• AI-powered predictive analytics helps identify high-intent accounts before they enter the sales cycle
• Named a Forrester Leader in intent data for Q1 2025
• Free plan available to evaluate the platform before committing to a paid contract
• Strong sales and marketing alignment through shared predictive models and account data

Cons:

• Steeper learning curve requiring dedicated training to fully use predictive and intent data features
• Median paid contract sits around $55,000 per year, with enterprise deals reaching $300,000 or more
• Renewal pricing: discounts negotiated at signing are typically removed at renewal, with cost increases of 15 to 40% documented at year three. Negotiate renewal price caps and multi-year commitments upfront to protect your budget
• Buying stage predictions rely on CRM data and significantly improve after 6 months of ingestion. Build this ramp period into your expectations

Ideal For:

Mid-to-large B2B enterprises looking to leverage predictive analytics and intent data to identify and engage high-value accounts before they enter the active sales cycle. Teams with large total addressable markets and dedicated RevOps functions will see the strongest returns.

Pricing:

6sense does not publish pricing publicly. A free plan is available for basic account identification. Paid tiers typically start around $60,000 per year for meaningful ABM capabilities, with median enterprise contracts around $55,000 annually and large enterprise deals reaching $300,000 or more. Discounts of 12 to 37% are standard in negotiations, with buyers holding competitive quotes from Demandbase or RollWorks typically achieving better terms. Contact sales for a custom quote.

5. Terminus

Best for: Multi-channel ABM engagement and account-based advertising, delivering personalised campaigns across digital platforms.

Terminus merged with DemandScience in late 2024, combining Terminus's multi-channel ABM orchestration with DemandScience's data and demand generation capabilities. The core platform remains available and functional, but the product roadmap is currently less certain than that of 6sense or Demandbase. If you are considering a multi-year commitment, request clarity on the combined platform's development direction and support structure before signing.

Terminus is ideal for businesses focused on multi-channel advertising with AI-driven personalisation, helping teams engage accounts through targeted ad delivery across digital channels.

G2 Rating: 4.3/5

Key Features:

• Account-Based Advertising: Programmatic advertising across display, social media, and retargeting
• Multi-Channel Engagement: Email, web, chat, and ads for a cohesive and personalised account experience
• Account Identification and Insights: Detailed insights into account activity and anonymous website traffic
• Sales Alerts: Real-time alerts to sales teams based on account engagement for timely follow-up
• Web Personalisation: Dynamic web personalisation based on visitor data and account segment
• Email Signature Marketing: Unique feature via the Sigstr acquisition, turning employee email signatures into ABM touchpoints

Integrations:

• Salesforce, HubSpot, Eloqua, Marketo, Google Analytics, LinkedIn, and Slack

Ease of Use:

• User-friendly dashboard that makes managing multi-channel campaigns straightforward
• Drag-and-drop functionality simplifies campaign setup, though advanced personalisation features may require additional training

Data Quality:

• Intent and engagement data sourced through Bombora, adequate for most mid-market use cases
• Anonymous visitor identification uncovers accounts interacting with your website before converting
• Intent data relies on third-party sources rather than a proprietary data layer, which is less comprehensive than 6sense or Demandbase

Reporting & Analytics:

• Comprehensive reporting covering advertising performance, account engagement, and website behaviour
• Custom dashboards track account-based engagement, pipeline velocity, and advertising ROI
• Multi-touch attribution identifies which touchpoints are driving the most value

Customer Support:

• Dedicated account managers for larger customers and a comprehensive knowledge base
• Phone, email, and live chat support depending on pricing plan
• ABM strategy consultations available to help businesses optimise campaigns

Pros:

• Strong multi-channel campaign execution across ads, email, web, and chat
• Real-time sales alerts help teams engage with accounts at the right moment
• Unique email signature marketing capability not found in most other ABM platforms
• More affordable than Demandbase and 6sense for mid-market budgets

Cons:

• Post-merger direction with DemandScience introduces uncertainty around the product roadmap, which is a meaningful risk for multi-year contracts
• No native website personalisation at the depth offered by Demandbase or HubSpot
• Intent data relies on third-party Bombora data rather than a proprietary layer, limiting the depth of signals compared to 6sense or Demandbase
• At $24,000 or more per year, it sits at near-enterprise pricing without always matching enterprise-level capabilities

Ideal For:

Mid-to-large B2B companies focused on multi-channel engagement, particularly those looking to use account-based advertising and real-time sales alerts as core parts of their ABM strategy.

Pricing:

Terminus does not publish pricing publicly. Based on third-party contract data, annual costs range from approximately $12,000 to $87,000 or more depending on features and scale, with a median annual subscription around $23,000. Given the post-merger transition, we recommend requesting a clear commitment on the product roadmap as part of any contract negotiation. Contact sales for a custom quote.

Final Recommendations

HubSpot:

• Best Overall
• Best for Integrations
• Easiest to Use
• Best for Teams New to ABM

RollWorks:

• Best for Small Businesses and Startups
• Best Entry Point for Ad-First ABM

Demandbase:

• Best for Large Enterprises
• Best Native B2B Advertising DSP
• Best for Sales and Marketing Alignment at Scale
• Most Scalable

6sense:

• Best for AI-Powered Predictive Analytics
• Best for Intent Data Coverage
• Best Free Plan to Evaluate Before Buying

Terminus:

• Best for Multi-Channel Engagement
• Best for Account-Based Advertising at Mid-Market Pricing

Side-by-Side Comparison Table

A Note on ABM Platform Budgeting

Platform subscription fees are only part of the total cost of running an ABM programme. When building your budget, account for the following:

• ‍Ad Spend: Most effective ABM advertising programmes require between $3,000 and $15,000 per month in media budget on top of platform fees. This is a separate line item from your subscription.‍
• Implementation and Onboarding: Demandbase and 6sense implementations typically take 8 to 12 weeks and can cost between $5,000 and $50,000 in professional services. Simpler platforms like RollWorks can be operational within days.‍
• Internal Headcount: Running an effective ABM programme requires dedicated people, including campaign managers, data analysts, content creators, and operations specialists. This is the cost most teams underestimate when budgeting.‍
• Data and Enrichment: Third-party intent data subscriptions and contact data providers can add between $10,000 and $50,000 annually on top of platform costs.

Drive Growth with the Right ABM Tool

Choosing the right ABM tool depends on your specific business needs, team size, and goals. Each platform excels in different areas, so be sure to test them with demos and, where free plans are available such as HubSpot, RollWorks, and 6sense, take advantage of them before committing to a paid contract.

Ready to take your ABM strategy to the next level? We are here to help you choose and implement the best ABM platform and strategy, delivering long-term, scalable results for your business.

FAQs

What is an ABM tool, and how does it work?

An ABM tool helps businesses target specific high-value accounts, personalise campaigns, and align sales and marketing. It integrates data, tracks account engagement, automates outreach, and provides insights for decision-making.

What key features should I look for in an ABM tool?

Look for account targeting, AI-powered analytics, multi-channel engagement, sales and marketing alignment, personalisation, custom reporting, and CRM integration.

How do ABM tools integrate with existing CRM systems?

Most ABM tools integrate seamlessly with CRM systems like Salesforce, HubSpot, or Microsoft Dynamics, syncing data, tracking engagement, and automating workflows for consistent data sharing between marketing and sales teams.

Can ABM tools be used for small businesses or startups?

Yes. RollWorks offers scalable, affordable solutions designed for smaller teams. HubSpot and 6sense both offer free plans that allow small businesses to start without an upfront financial commitment.

How do ABM tools use AI and machine learning?

ABM tools use AI and machine learning to analyse account behaviour, predict engagement, and recommend personalised content. 6sense and Demandbase are the most advanced in this area, while HubSpot and RollWorks offer solid AI-assisted features at more accessible price points.

How do ABM tools help align sales and marketing teams?

ABM tools provide shared dashboards, real-time insights, and collaborative workflows, allowing sales and marketing teams to work together on high-value accounts with consistent data and communication.

What happened to Terminus?

Terminus merged with DemandScience in late 2024. The platform remains available and functional, but buyers considering a multi-year commitment should request clarity on the combined platform roadmap and ongoing product development direction before signing.