Quick Overview
- 1#1: 6sense - AI-powered ABM platform that uncovers hidden buying signals and orchestrates personalized account engagement across sales and marketing.
- 2#2: Demandbase - Account-based marketing and sales platform providing account intelligence, personalization, and advertising to target high-value accounts.
- 3#3: RollWorks - ABM platform offering account identification, engagement, and analytics to drive pipeline growth through targeted marketing.
- 4#4: Terminus - Full-funnel ABM solution for account-based advertising, orchestration, and analytics to align sales and marketing teams.
- 5#5: ZoomInfo - B2B intelligence platform with rich contact and company data to fuel ABM strategies with accurate account targeting.
- 6#6: Outreach - Sales engagement platform that automates personalized outreach sequences for ABM account nurturing and deal acceleration.
- 7#7: HubSpot - Inbound marketing and CRM platform with ABM features for account-based lead generation and personalized campaigns.
- 8#8: Marketo Engage - Marketing automation platform by Adobe that supports ABM through lead scoring, personalization, and cross-channel orchestration.
- 9#9: Salesloft - Revenue orchestration platform enabling ABM sales cadences, coaching, and analytics for account-based selling.
- 10#10: Bombora - B2B intent data provider delivering surge scores to prioritize high-intent accounts for effective ABM targeting.
These tools were selected based on key factors including account intelligence depth, personalization capabilities, cross-channel orchestration effectiveness, usability, and overall value for aligning sales and marketing objectives.
Comparison Table
Account-Based Marketing (ABM) demand grows as brands target high-value accounts, and selecting the right software matters deeply. This comparison table explores top ABM tools—including 6sense, Demandbase, RollWorks, Terminus, ZoomInfo, and more—helping readers understand features, strengths, and best-fit use cases.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | 6sense AI-powered ABM platform that uncovers hidden buying signals and orchestrates personalized account engagement across sales and marketing. | enterprise | 9.6/10 | 9.8/10 | 8.7/10 | 9.3/10 |
| 2 | Demandbase Account-based marketing and sales platform providing account intelligence, personalization, and advertising to target high-value accounts. | enterprise | 9.2/10 | 9.5/10 | 8.4/10 | 8.7/10 |
| 3 | RollWorks ABM platform offering account identification, engagement, and analytics to drive pipeline growth through targeted marketing. | enterprise | 8.7/10 | 9.2/10 | 8.4/10 | 8.1/10 |
| 4 | Terminus Full-funnel ABM solution for account-based advertising, orchestration, and analytics to align sales and marketing teams. | enterprise | 8.7/10 | 9.2/10 | 7.8/10 | 8.0/10 |
| 5 | ZoomInfo B2B intelligence platform with rich contact and company data to fuel ABM strategies with accurate account targeting. | enterprise | 8.6/10 | 9.3/10 | 7.8/10 | 8.1/10 |
| 6 | Outreach Sales engagement platform that automates personalized outreach sequences for ABM account nurturing and deal acceleration. | enterprise | 8.1/10 | 8.4/10 | 8.7/10 | 7.3/10 |
| 7 | HubSpot Inbound marketing and CRM platform with ABM features for account-based lead generation and personalized campaigns. | enterprise | 8.1/10 | 8.4/10 | 9.2/10 | 7.3/10 |
| 8 | Marketo Engage Marketing automation platform by Adobe that supports ABM through lead scoring, personalization, and cross-channel orchestration. | enterprise | 8.2/10 | 9.1/10 | 7.3/10 | 7.8/10 |
| 9 | Salesloft Revenue orchestration platform enabling ABM sales cadences, coaching, and analytics for account-based selling. | enterprise | 7.8/10 | 7.5/10 | 8.2/10 | 7.0/10 |
| 10 | Bombora B2B intent data provider delivering surge scores to prioritize high-intent accounts for effective ABM targeting. | specialized | 8.2/10 | 8.7/10 | 7.6/10 | 7.4/10 |
AI-powered ABM platform that uncovers hidden buying signals and orchestrates personalized account engagement across sales and marketing.
Account-based marketing and sales platform providing account intelligence, personalization, and advertising to target high-value accounts.
ABM platform offering account identification, engagement, and analytics to drive pipeline growth through targeted marketing.
Full-funnel ABM solution for account-based advertising, orchestration, and analytics to align sales and marketing teams.
B2B intelligence platform with rich contact and company data to fuel ABM strategies with accurate account targeting.
Sales engagement platform that automates personalized outreach sequences for ABM account nurturing and deal acceleration.
Inbound marketing and CRM platform with ABM features for account-based lead generation and personalized campaigns.
Marketing automation platform by Adobe that supports ABM through lead scoring, personalization, and cross-channel orchestration.
Revenue orchestration platform enabling ABM sales cadences, coaching, and analytics for account-based selling.
B2B intent data provider delivering surge scores to prioritize high-intent accounts for effective ABM targeting.
6sense
enterpriseAI-powered ABM platform that uncovers hidden buying signals and orchestrates personalized account engagement across sales and marketing.
AI-powered Buying Stage Prediction that uncovers hidden intent signals at the account level for precise targeting
6sense is an AI-powered Account-Based Marketing (ABM) platform designed for B2B revenue teams to identify high-intent accounts, predict buying signals, and orchestrate personalized engagement across sales and marketing. It analyzes billions of data signals from web, social, and third-party sources to score accounts, prioritize opportunities, and shorten sales cycles. The platform integrates seamlessly with CRMs like Salesforce and marketing tools, enabling data-driven ABM at scale for enterprises.
Pros
- Unmatched AI-driven intent detection and account prioritization
- Comprehensive orchestration tools for cross-team ABM campaigns
- Deep integrations with CRM, MAP, and sales tools for seamless workflows
Cons
- Enterprise pricing can be steep for smaller teams
- Initial setup and data integration require time and expertise
- Advanced features may overwhelm users without dedicated training
Best For
Mid-to-large B2B enterprises with complex sales cycles seeking predictive ABM to drive revenue growth.
Pricing
Custom enterprise pricing, typically starting at $50,000+ annually based on account volume, features, and usage.
Demandbase
enterpriseAccount-based marketing and sales platform providing account intelligence, personalization, and advertising to target high-value accounts.
Demandbase One unified platform for end-to-end ABM orchestration with real-time intent signals
Demandbase is a comprehensive Account-Based Marketing (ABM) platform designed for B2B organizations to identify, target, and engage high-value accounts with precision. It leverages AI-powered intent data, account intelligence, and cross-channel orchestration to deliver personalized experiences across advertising, website, and email. The platform aligns marketing and sales teams through unified analytics, enabling measurable pipeline growth and revenue impact.
Pros
- AI-driven intent data and account identification for precise targeting
- Seamless orchestration across channels with strong CRM integrations
- Robust analytics for ABM ROI measurement and optimization
Cons
- High enterprise-level pricing not suitable for SMBs
- Steep learning curve for setup and advanced customization
- Limited flexibility for non-enterprise scale deployments
Best For
Enterprise B2B companies with complex sales cycles seeking scalable, data-driven ABM programs.
Pricing
Custom enterprise pricing, typically starting at $50,000+ annually based on accounts, features, and usage.
RollWorks
enterpriseABM platform offering account identification, engagement, and analytics to drive pipeline growth through targeted marketing.
Cross-device Account-Based Advertising with precise IP targeting and lookalike modeling
RollWorks is a robust Account-Based Marketing (ABM) platform that enables B2B teams to identify high-potential accounts using firmographic data, technographics, and intent signals. It facilitates multi-channel engagement through advertising, personalized emails, web experiences, and sales orchestration tools. The platform provides deep analytics to track account engagement and revenue impact, with seamless integrations into CRMs like Salesforce and HubSpot.
Pros
- Advanced account identification with real-time intent data
- Multi-channel engagement including IP-targeted ads and web personalization
- Strong CRM integrations and revenue attribution reporting
Cons
- High cost suitable mainly for mid-to-enterprise teams
- Initial setup and configuration can be time-intensive
- Limited customization in lower-tier plans
Best For
Mid-market to enterprise B2B sales and marketing teams scaling personalized ABM campaigns across multiple channels.
Pricing
Custom quote-based pricing, typically starting at $50,000+ annually depending on accounts targeted and features selected.
Terminus
enterpriseFull-funnel ABM solution for account-based advertising, orchestration, and analytics to align sales and marketing teams.
ABM Orchestration Engine that unifies engagement across 10+ channels with automated workflows and sales handoffs
Terminus is a comprehensive Account-Based Marketing (ABM) platform designed for B2B teams to identify, engage, and convert high-value accounts through personalized, multi-channel campaigns. It leverages intent data, firmographics, and technographics for precise account targeting, orchestrates interactions across advertising, email, web personalization, and direct mail, and provides analytics to measure pipeline influence. Now integrated with HubSpot following its 2021 acquisition, it enables scalable ABM at enterprise levels with seamless CRM connectivity.
Pros
- Robust multi-channel orchestration for ads, email, web, and more
- Advanced account identification with intent and firmographic data
- Strong analytics and pipeline attribution tied to revenue impact
Cons
- Steep learning curve and complex initial setup
- High enterprise-level pricing not ideal for SMBs
- Reporting dashboards can feel overwhelming for new users
Best For
Mid-to-large B2B enterprises seeking to scale coordinated, data-driven ABM campaigns across sales and marketing teams.
Pricing
Custom quote-based pricing; typically starts at $50,000+ annually for mid-tier plans, scaling with account volume and features.
ZoomInfo
enterpriseB2B intelligence platform with rich contact and company data to fuel ABM strategies with accurate account targeting.
Intent data engine that surfaces real-time buying signals from billions of web interactions to pinpoint active accounts
ZoomInfo is a comprehensive B2B intelligence platform that provides marketers with an extensive database of over 300 million contacts and 100 million companies, enabling precise account-based marketing (ABM) targeting through firmographics, technographics, and contact data. It excels in delivering intent signals and buying signals to identify in-market accounts, allowing teams to prioritize high-potential opportunities and personalize outreach. The platform integrates seamlessly with CRMs like Salesforce and marketing automation tools, supporting end-to-end ABM workflows from prospecting to engagement.
Pros
- Vast, high-accuracy B2B database with real-time intent data
- Robust integrations with Salesforce, HubSpot, and other key tools
- Advanced scoops and technographic insights for precise ABM targeting
Cons
- High cost prohibitive for SMBs
- Steep learning curve and complex interface
- Occasional data freshness or accuracy complaints
Best For
Enterprise B2B marketing and sales teams executing data-driven ABM at scale who prioritize premium intelligence over budget constraints.
Pricing
Custom enterprise pricing, typically starting at $15,000+ annually based on credits/seats/usage; contact sales for quotes.
Outreach
enterpriseSales engagement platform that automates personalized outreach sequences for ABM account nurturing and deal acceleration.
AI-optimized sequences with account-level engagement playbooks for scalable personalization
Outreach is a sales engagement platform that supports Account-Based Marketing (ABM) by enabling automated, personalized multi-channel outreach sequences targeted at high-value accounts. It facilitates sales and marketing alignment through account-level tracking, engagement analytics, and integrations with CRMs like Salesforce. While strong in execution and personalization, it focuses more on sales activation than pure ABM discovery or intent data features.
Pros
- Powerful multi-channel sequence automation for account targeting
- Advanced analytics and engagement scoring at the account level
- Seamless CRM integrations and AI-powered personalization
Cons
- High cost limits accessibility for smaller teams
- More sales-oriented than comprehensive ABM marketing (lacks deep intent/account identification)
- Setup and customization can be complex for enterprise-scale ABM
Best For
Mid-to-large B2B revenue teams focused on executing personalized outreach to prioritized accounts.
Pricing
Custom enterprise pricing; typically starts at $100+/user/month with annual contracts and volume discounts.
HubSpot
enterpriseInbound marketing and CRM platform with ABM features for account-based lead generation and personalized campaigns.
Account-based playbooks and workflows that unify sales sequences with marketing automation in a single platform
HubSpot is a comprehensive CRM platform with integrated Marketing, Sales, and Service Hubs that supports Account-Based Marketing (ABM) through targeted account lists, personalized workflows, engagement scoring, and sales playbooks. It enables B2B teams to identify high-value accounts, deliver tailored content and outreach, and measure cross-functional performance in a unified dashboard. While excelling in inbound methodologies, its ABM capabilities shine in orchestration and alignment but rely on integrations for advanced intent data.
Pros
- Seamless integration of CRM, marketing automation, and sales tools for end-to-end ABM
- Intuitive interface with extensive free resources and templates
- Robust reporting and AI-powered insights for account engagement
Cons
- Premium ABM features locked behind expensive Professional/Enterprise tiers
- Limited native intent data and advertising orchestration compared to ABM specialists
- Setup complexity grows with scale and custom integrations
Best For
Mid-market B2B companies wanting an all-in-one CRM with strong ABM support for sales-marketing alignment.
Pricing
Free CRM and basic tools; Marketing Hub Starter at $20/month, Professional at $800/month (2,000 contacts, billed annually), Enterprise at $3,600/month.
Marketo Engage
enterpriseMarketing automation platform by Adobe that supports ABM through lead scoring, personalization, and cross-channel orchestration.
Revenue Cycle Analytics for precise ABM performance measurement and optimization
Marketo Engage is a robust marketing automation platform from Adobe that supports account-based marketing (ABM) through advanced account scoring, personalized multi-channel campaigns, and orchestration tools. It enables B2B marketers to identify high-value accounts, nurture them with tailored content, and track engagement across email, web, ads, and events. Deep integrations with CRM systems like Salesforce and analytics provide actionable insights for revenue alignment.
Pros
- Comprehensive account orchestration and scoring capabilities
- Seamless integrations with Salesforce, Adobe tools, and other CRMs
- Powerful analytics and revenue cycle modeling for ABM insights
Cons
- Steep learning curve and complex setup for non-experts
- High pricing that scales quickly with database size
- Overkill for small teams or simple ABM needs
Best For
Mid-market to enterprise B2B teams needing scalable, integrated ABM within a full marketing automation suite.
Pricing
Quote-based pricing starting around $1,000/month for basic plans, scaling to $10,000+/month based on contacts, features, and support.
Salesloft
enterpriseRevenue orchestration platform enabling ABM sales cadences, coaching, and analytics for account-based selling.
AI-powered Cadences for hyper-personalized, account-specific multi-touch sequences
Salesloft is a sales engagement and revenue orchestration platform that supports Account-Based Marketing (ABM) by enabling personalized, multi-channel outreach cadences targeted at high-value accounts. It excels in automating sales workflows like email sequences, calls, and LinkedIn touches while providing conversation intelligence and performance analytics. Though primarily sales-focused, it integrates with marketing tools to align efforts in ABM campaigns, helping teams engage accounts more effectively.
Pros
- Robust multi-channel cadences for personalized ABM outreach
- Advanced analytics and AI-driven insights for account engagement
- Strong integrations with CRM and marketing platforms like Salesforce and Marketo
Cons
- Limited native account identification or intent data capabilities
- Primarily sales-oriented, lacking deep marketing orchestration tools
- Enterprise pricing can be prohibitive for smaller teams
Best For
Mid-to-large sales teams in enterprises executing ABM strategies that require seamless sales engagement and orchestration.
Pricing
Custom enterprise pricing, typically starting at $100-125/user/month with annual contracts.
Bombora
specializedB2B intent data provider delivering surge scores to prioritize high-intent accounts for effective ABM targeting.
Surge Intent from a massive co-op network, providing validated research spikes across anonymous B2B buyer journeys
Bombora is a B2B intent data platform specializing in Account-Based Marketing (ABM) by delivering actionable insights into account research activity across thousands of partner sites. Through its Surge platform, it identifies 'intent surges' when companies show elevated interest in specific topics, helping sales and marketing teams prioritize high-potential accounts. The tool integrates seamlessly with CRMs and marketing automation platforms to enhance targeting and personalization in ABM campaigns.
Pros
- High-quality, co-op-sourced intent data from over 5,000 B2B sites for accurate account prioritization
- Strong integrations with major CRMs like Salesforce and marketing tools like Marketo
- Robust topic library covering 6,000+ keywords for precise intent tracking
Cons
- Enterprise-level pricing can be prohibitive for smaller teams
- Primarily focused on intent data rather than full ABM orchestration or execution tools
- Steep learning curve for optimizing topic selection and data interpretation
Best For
Mid-to-large B2B enterprises with mature ABM programs seeking reliable intent signals to fuel account prioritization.
Pricing
Custom enterprise pricing, typically starting at $50,000+ annually based on account volume and usage; contact sales for quote.
Conclusion
The reviewed ABM tools showcase a range of powerful solutions, but 6sense stands out as the top choice, excelling in AI-driven signal detection and seamless sales-marketing orchestration. Demandbase and RollWorks follow closely, offering exceptional account intelligence and pipeline growth capabilities, respectively, making them ideal for different strategic priorities.
Take the first step in elevating your ABM efforts—begin with 6sense to harness its cutting-edge features and turn high-value accounts into lasting partnerships.
Tools Reviewed
All tools were independently evaluated for this comparison