The best ABM platform depends on your team: a visitor identification tool suits smaller B2B teams, an advertising-led platform suits marketers targeting key accounts, and an intent platform suits larger teams running many plays. Ten options follow in no particular order.
Account-based marketing flips the usual funnel. Instead of attracting lots of leads and hoping the right ones appear, you choose the companies you want and focus everything on them: ads, content, emails and sales calls.
The ten ABM platforms below are listed alphabetically and in no particular order, from tools that show which companies visit your site to platforms built for enterprise teams. Every description comes from the vendor's own site, read this week. If you're new to the idea, my piece on how small businesses can use account-based marketing is a good primer.
ABM platforms at a glance
In the free plan column, Yes means the tool's own site names a free plan, a free version or a free tool. Trial only means a time-limited trial. Not stated means the pages I read named neither, even where there's a button inviting you to try it.
| Tool | Type | Good for | Free plan |
|---|---|---|---|
| 6sense | ABM platform with revenue intelligence | Predicting which accounts are in market | Not stated |
| Albacross | Website visitor identification | Seeing which companies visit your site | Trial only |
| Demandbase | ABM platform for B2B sales and marketing | Turning signals into prioritised action | Not stated |
| DemandScience | B2B buyer intelligence | Intent-driven campaigns and leads | Not stated |
| Influ2 | Contact-level ABM | Ads aimed at named people | Not stated |
| Jabmo | ABM platform, an Expandi brand | Winning a short list of big accounts | Not stated |
| Madison Logic | ABM content syndication and advertising | Reaching whole buying committees | Not stated |
| Metadata.io | B2B campaign platform | Building and running B2B campaigns | Not stated |
| N.Rich | Buildable ABM platform | Custom ABM reports in plain English | Not stated |
| RollWorks | Account-based marketing and advertising | Multi-channel ads to key accounts | Not stated |
Ten ABM platforms to consider
6sense
Best for: Revenue teams that want an ABM platform powered by revenue intelligence to decide which accounts to work first.
Albacross
Best for: Smaller B2B teams that want to see which companies visit their site and score each account by fit and intent.
Demandbase
Best for: Go-to-market teams with plenty of data that want a way to turn account signals into prioritised action.
DemandScience
Best for: Marketing teams that want account-based campaigns and intent data, from the company the old Terminus site now points to.
Influ2
Best for: B2B marketers who want ABM at the level of individual contacts, so they know who is showing intent.
Jabmo
Best for: Manufacturers and B2B firms that want an ABM platform to engage and win a small number of high-value accounts.
Madison Logic
Best for: Enterprise marketers who want content syndication, display, connected TV and LinkedIn ads aimed at in-market accounts.
Metadata.io
Best for: Demand generation teams that want to build and run B2B ad campaigns aimed at the right accounts.
N.Rich
Best for: Marketing ops teams that want to describe a report or call list in plain English and have the ABM platform build it.
RollWorks
Best for: B2B teams that want full-funnel ad campaigns aimed at key accounts, from the AdRoll family of products.
Identify, advertise or orchestrate?
Some ABM tools focus on identifying which companies are visiting your website or showing interest in your topic. Others focus on advertising to the people at those companies. The broadest platforms try to orchestrate the lot, joining intent data, ads and sales alerts.
Want AI doing the heavy lifting in your marketing?
I build the systems that handle the boring 80 percent, so you get your week back. Done properly, with the human kept in.
A small team with a short target list rarely needs the broadest platform. Seeing who's interested and reaching them well is often enough.
Check your email opt-outs first
The FTC's CAN-SPAM guide says every marketing email must include a clear and conspicuous explanation of how the recipient can opt out of getting marketing email from you in the future.
ABM plays usually end in an email sequence or a sales follow-up. Before you point a platform at your best accounts, make sure your opt-out works, is honoured quickly and covers every tool that sends on your behalf. Losing a dream account over an ignored opt-out is avoidable.
Questions to ask ABM vendors
- How do you identify accounts, and how accurate is it for our market?
- Which ad channels can we reach target accounts on?
- Can sales see account activity in our CRM?
- How do you define intent, and where does that data come from?
- How long before a typical team runs its first campaign?
- Which reports show impact on pipeline, not just clicks?
Signs you're ready for ABM
- A clear target list. You know the companies you want.
- High-value deals. Each win is worth focused effort.
- Sales and marketing aligned. Both teams own the same accounts.
- Several decision-makers. You need to reach a whole team.
Where ABM goes wrong
The usual problems are target lists that are too long, sales teams who weren't involved, and reports that count impressions instead of conversations. Keep the list short, the plays simple and the measure tied to meetings.
Do you make ABM platforms? Tool makers can ask to be considered for a featured place on this list.
My plain advice on choosing an ABM platform
Agree your target account list with sales before you look at software. If marketing and sales can't name the same companies, no platform will fix it, and you'll end up with lovely dashboards that nobody uses.
Then start with one play, such as ads plus a personal email to a handful of accounts, and measure meetings booked. Add more channels once that works. My guide to AI for B2B lead generation has workflows that pair well with ABM.
Frequently asked questions
What is an ABM platform?
It's software that helps B2B teams pick target companies, spot interest from them, and reach the right people there with ads, content and outreach.
Is ABM only for large companies?
No. Small B2B teams can run account-based marketing with a short target list and a lighter tool, as long as sales and marketing agree on the accounts.
What is intent data?
It's information suggesting a company is researching a topic, such as visits to related content, which can show who might be ready to talk.
How is ABM different from lead generation?
Lead generation casts a wide net and qualifies later. ABM starts with chosen accounts and focuses every activity on them.
Do ABM platforms replace a CRM?
No. They usually feed account activity into your CRM so sales can act on it.
How do I measure ABM success?
Look at engagement from target accounts, meetings booked, pipeline created and deals won from the list, rather than lead volume.
