ABM Software Compared: 2026 Buyer’s Guide

Finally, users can see how their segments are performing and adjust their personalization strategy as needed to best reach accounts. This platform is intuitive and is built to provide marketers with the tools needed to personalize account-based strategy. You can use the software to align marketing and sales goals, as well as align revenue operations. With that data, you can ABM software accurately align your sales and marketing strategies, highlight areas to focus on, and execute those strategies. With this setup, you can deliver consistent experiences that scale with your customer's journey. With the engagement platform, you can align your sales and marketing strategies together using data.

Account Intelligence platform unifying sales and marketing workflows You surround buying committees with targeted campaigns across display ads, email, social, web personalization, and events. ABM software is available in Marketing Hub and Sales Hub. HubSpot’s ABM software is available in the premium versions of HubSpot’s marketing software and sales software (see pricing page for more information). ABM software includes tools and features designed to support account-based marketing strategies.

Unlike basic website visitor tracking, Bombora aggregates anonymous browsing behavior across its entire publisher network to build a comprehensive picture of account-level research patterns, revealing buying intent weeks or months before prospects reach out directly. The platform maintains one of the largest B2B databases with over 100 million verified business contacts and detailed profiles on millions of companies worldwide. ‍Custom pricing based on advertising spend and feature requirements, with options designed specifically for growing teams and mid-market budgets. ‍Pick AdRoll for its user-friendly interface and accessible entry point that doesn't require a six-figure budget or months of implementation.

It also provides engagement analytics that bring sales and marketing together, allowing teams to prioritize accounts and contacts. Whether you use display ads, email, or web personalization, it has the functionalities needed to operationalize your campaigns as well as measure the impact. It comes with powerful targeting capabilities, real-time intent data, and native integrations into sales and marketing systems. Full-stack ABM software manages the entire process end to end – from account identification and intent data gathering to campaign execution and ROI tracking.

Improved Alignment Between Sales and Marketing

Metadata.io is an AI-powered platform that automates and optimizes B2B marketing campaigns, enabling marketers to target audiences, manage campaigns, and enhance revenue outcomes. The platform also integrates with various marketing and sales tools, including Google Analytics, HubSpot, and Salesforce, providing a unified view of marketing performance. It also handles the entire sending process, from selecting the perfect gift to managing inventory and monitoring delivery status. It integrates with existing sales and marketing tools, allowing companies to automate and scale their sending strategies. For example, its ‘Automation Builder’ feature allows users to design complex marketing and sales workflows using a visual drag-and-drop interface. Adapt.io is a business intelligence solution that offers a large database of 250 million business contacts, enabling users to discover, target, and engage with potential customers.

Propensity is an ABM platform that assists small B2B growth teams in automating their marketing campaigns and delivering high-quality leads. The platform allows marketers to visualize and design the customer journey across the buying cycle using modern workflows. Compared to other tools, D&B is built on a database covering over 120 million businesses across 1,000 industry segments worldwide — helping teams with the data they need to target ideal accounts.

ABM Analytics and Attribution Platforms

It is best known for its global data set that helps marketing and sales teams execute coordinated programs across regions. It positions itself as an end-to-end ABM solution, particularly powerful for connecting sales teams and marketers around unified account intelligence. As an ABM software platform, its strength lies in combining real-time behavioral data with automated content delivery, ensuring high-value accounts always receive relevant resources.

Web Personalization vs. Account-Based Marketing Software

By integrating data, multi-channel engagement, and analytics, Terminus enables marketing and sales teams to identify, engage, and measure interactions with high-value accounts throughout their lifecycle. It then employs machine learning models to score these accounts and prioritize those most likely to convert, ensuring that marketing and sales efforts are focused on high-potential opportunities. RollWorks is an account-based marketing software that aligns marketing and sales teams, enabling B2B companies to identify, engage, and grow revenue from high-value accounts. It enables sales and marketing teams to prioritize accounts effectively, leveraging data to personalize multi-channel campaigns and engage the right prospects at the right time. This unified perspective facilitates better alignment between sales and marketing teams, ensuring that both are working towards common objectives with consistent information. Madison Logic helps B2B marketers convert their best accounts faster by finding and engaging with the most influential individuals throughout the buyer journey.

• Your ABM tools provide account-level data, personalization, and alignment across teams.
• Account Based Marketing (ABM) software helps sales and marketing teams find, engage, and convert high-value accounts.
• Account-based marketing software helps B2B sales and marketing teams target specific companies instead of broad lead pools.
• Quality data fuels more effective targeting and personalization, and ZoomInfo's verification processes mean your team spends time engaging prospects rather than chasing down outdated contact information.
• The ABM Agency team of experts has been helping clients close deals faster using account-based approaches since 2009.

Pipedrive is a CRM software that helps sales teams manage their pipelines and close more deals. The Terminus Platform is an ABM solution that helps B2B marketers create and execute targeted multi-channel campaigns. It’s a great tool for marketers looking for help developing messaging that resonates with target accounts. You don’t have to wait months to reap the fruit of an ABM strategy. SMBs looking to improve their account-based sales and marketing operations by powering them with detailed intent data. However, if you want website personalization, you’ll have to pay an extra $200 per month.

Instead of casting a wide net, ABM software flips the funnel, focusing your sales and marketing efforts on the accounts that actually matter. You need tools that reveal in-market buyers, personalize every touchpoint, and align your sales and marketing teams around the same goals. ABM software solutions typically offer features such as account profiling and targeting, campaign management, content personalization, analytics, and integration with CRM and marketing automation systems.

Apollo.io is a data-first engagement platform that helps businesses discover and engage with prospects, combining a B2B database with engagement tools. RollWorks provides ABM and advertising solutions, enabling marketers to understand buyers deeply and drive business results through targeted campaigns. With the right ABM software, businesses can engage high value accounts, leverage predictive analytics, and prioritize right accounts more effectively. A good ABM software should offer flexible solutions that cater to different business sizes and industries. Not all leads have the same value, and ABM software should help teams prioritize those with the highest potential.

→ ZoomInfo Alternatives — data and contact platforms compared for teams rethinking their ZoomInfo spend. → Mutiny Alternatives — 6 honest options for teams evaluating account-based web personalization at $40-100k+/year. Legacy suites bundle intent, scoring, orchestration, and activation into one six-figure contract that takes months to deploy.

Account-based Lead Generation

This database provides users with access to a wide range of potential leads, complete with verified contact information such as email addresses and phone numbers. Apollo.io is a sales intelligence and engagement platform that boasts of an extensive database of over 210 million contacts and 35 million companies. Uberflip is also compatible with ABM tools such as Demandbase and 6sense for targeted content delivery. For example, the platform features ‘Content Hubs’ — a centralized repository where marketers can aggregate and organize all their content assets. Clearbit is a data activation platform designed to enhance B2B marketing and sales efforts by providing real-time intelligence on companies and individuals. Users looking to enhance their campaign performance can also leverage HubSpot’s ‘Adaptive Testing’, which automatically optimizes content variations to identify the most effective approach.