Quick Overview
- 1#1: 6sense - AI-powered account-based orchestration platform that uncovers hidden buying signals and prioritizes high-intent accounts for personalized engagement.
- 2#2: Demandbase - Comprehensive ABM platform offering account identification, personalized advertising, and analytics to drive revenue from target accounts.
- 3#3: Terminus - All-in-one ABM solution for orchestrating multi-channel campaigns, sales alignment, and account engagement across the revenue team.
- 4#4: RollWorks - ABM platform designed for mid-market teams, providing account-based advertising, intent data, and sales orchestration tools.
- 5#5: Bombora - Cooperative intent data platform that delivers surge signals to help ABM teams prioritize accounts actively researching purchases.
- 6#6: Madison Logic - Account-based advertising and activation platform focused on precise targeting, content syndication, and full-funnel measurement.
- 7#7: ZoomInfo - B2B intelligence platform with rich contact data, intent signals, and buying intent to power account identification and targeting.
- 8#8: Outreach - Sales engagement platform that integrates ABM data for personalized sequences, workflows, and account-based outreach at scale.
- 9#9: Apollo - Sales intelligence and engagement platform offering verified data, intent insights, and automated outreach for ABM strategies.
- 10#10: HubSpot - Inbound marketing and CRM hub with built-in ABM features for account scoring, personalized content, and sales-marketing alignment.
Tools were chosen based on key factors including robust intent data, cross-team collaboration features, ease of use, and measurable ROI, ensuring they meet the needs of businesses from mid-market to enterprise levels.
Comparison Table
This comparison table explores top Account Based Marketing software tools, featuring 6sense, Demandbase, Terminus, RollWorks, Bombora, and others, to highlight key capabilities. It guides readers through each platform's strengths, ideal use cases, and unique offerings, simplifying the process of selecting the right solution for targeted, impactful ABM strategies.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | 6sense AI-powered account-based orchestration platform that uncovers hidden buying signals and prioritizes high-intent accounts for personalized engagement. | enterprise | 9.4/10 | 9.7/10 | 8.6/10 | 8.9/10 |
| 2 | Demandbase Comprehensive ABM platform offering account identification, personalized advertising, and analytics to drive revenue from target accounts. | enterprise | 9.2/10 | 9.6/10 | 8.1/10 | 8.7/10 |
| 3 | Terminus All-in-one ABM solution for orchestrating multi-channel campaigns, sales alignment, and account engagement across the revenue team. | enterprise | 8.7/10 | 9.2/10 | 7.5/10 | 8.1/10 |
| 4 | RollWorks ABM platform designed for mid-market teams, providing account-based advertising, intent data, and sales orchestration tools. | specialized | 8.7/10 | 9.2/10 | 8.1/10 | 8.3/10 |
| 5 | Bombora Cooperative intent data platform that delivers surge signals to help ABM teams prioritize accounts actively researching purchases. | specialized | 8.5/10 | 9.2/10 | 7.8/10 | 8.0/10 |
| 6 | Madison Logic Account-based advertising and activation platform focused on precise targeting, content syndication, and full-funnel measurement. | specialized | 8.1/10 | 8.5/10 | 7.9/10 | 7.8/10 |
| 7 | ZoomInfo B2B intelligence platform with rich contact data, intent signals, and buying intent to power account identification and targeting. | enterprise | 8.7/10 | 9.4/10 | 7.8/10 | 8.0/10 |
| 8 | Outreach Sales engagement platform that integrates ABM data for personalized sequences, workflows, and account-based outreach at scale. | enterprise | 8.2/10 | 8.7/10 | 7.4/10 | 7.6/10 |
| 9 | Apollo Sales intelligence and engagement platform offering verified data, intent insights, and automated outreach for ABM strategies. | specialized | 8.2/10 | 8.5/10 | 8.7/10 | 8.0/10 |
| 10 | HubSpot Inbound marketing and CRM hub with built-in ABM features for account scoring, personalized content, and sales-marketing alignment. | enterprise | 8.0/10 | 7.8/10 | 9.2/10 | 7.5/10 |
AI-powered account-based orchestration platform that uncovers hidden buying signals and prioritizes high-intent accounts for personalized engagement.
Comprehensive ABM platform offering account identification, personalized advertising, and analytics to drive revenue from target accounts.
All-in-one ABM solution for orchestrating multi-channel campaigns, sales alignment, and account engagement across the revenue team.
ABM platform designed for mid-market teams, providing account-based advertising, intent data, and sales orchestration tools.
Cooperative intent data platform that delivers surge signals to help ABM teams prioritize accounts actively researching purchases.
Account-based advertising and activation platform focused on precise targeting, content syndication, and full-funnel measurement.
B2B intelligence platform with rich contact data, intent signals, and buying intent to power account identification and targeting.
Sales engagement platform that integrates ABM data for personalized sequences, workflows, and account-based outreach at scale.
Sales intelligence and engagement platform offering verified data, intent insights, and automated outreach for ABM strategies.
Inbound marketing and CRM hub with built-in ABM features for account scoring, personalized content, and sales-marketing alignment.
6sense
enterpriseAI-powered account-based orchestration platform that uncovers hidden buying signals and prioritizes high-intent accounts for personalized engagement.
Revenue AI for capturing hidden buying signals and predicting account propensity to buy with unmatched accuracy
6sense is a premier Account-Based Marketing (ABM) platform powered by AI and machine learning, designed to identify high-intent accounts, predict buying signals, and prioritize revenue opportunities across the entire customer journey. It delivers granular insights into account behavior, intent data from billions of signals, and enables coordinated orchestration between sales and marketing for personalized engagement at scale. By integrating seamlessly with CRMs like Salesforce and other martech stacks, 6sense helps teams capture hidden demand and drive predictable revenue growth.
Pros
- AI-driven intent detection and predictive analytics for precise account prioritization
- Seamless orchestration of personalized campaigns across sales and marketing
- Deep integrations with CRM and martech tools for unified workflows
Cons
- High enterprise-level pricing may deter smaller teams
- Steep learning curve due to advanced functionality
- Lengthy implementation and onboarding process
Best For
Enterprise B2B sales and marketing teams focused on large-scale, predictive ABM to drive revenue efficiency.
Pricing
Custom enterprise pricing, typically starting at $100,000+ annually based on account volume and features; contact sales for quote.
Demandbase
enterpriseComprehensive ABM platform offering account identification, personalized advertising, and analytics to drive revenue from target accounts.
Real-time account intent signals powered by proprietary data for hyper-personalized engagement at scale
Demandbase is a leading Account-Based Marketing (ABM) platform that enables B2B teams to identify high-intent accounts, deliver personalized experiences across channels, and drive revenue through integrated orchestration and analytics. It combines accurate account identification, real-time intent data, advertising, and engagement tools into a unified ABX (Account-Based Experience) solution. The platform supports end-to-end ABM strategies, from targeting to measurement, helping sales and marketing align for scalable growth.
Pros
- Exceptional account intent data and identification accuracy for precise targeting
- Integrated ABX orchestration across advertising, email, web, and sales tools
- Robust analytics and revenue attribution for clear ROI measurement
Cons
- High cost suitable mainly for enterprise budgets
- Steep learning curve and complex initial setup
- Limited flexibility for smaller teams or simple ABM needs
Best For
Mid-to-large B2B enterprises seeking a scalable, full-funnel ABX platform to align marketing, sales, and revenue teams.
Pricing
Custom enterprise pricing, typically starting at $50,000+ annually based on account volume and features.
Terminus
enterpriseAll-in-one ABM solution for orchestrating multi-channel campaigns, sales alignment, and account engagement across the revenue team.
Account Orchestration Engine for automating personalized sales and marketing plays across channels
Terminus is a comprehensive Account-Based Marketing (ABM) platform that enables B2B teams to identify high-value target accounts, orchestrate personalized multi-channel campaigns, and measure engagement across sales and marketing efforts. It integrates deeply with CRMs like Salesforce to align teams on account data, scoring, and journey orchestration. Acquired by HubSpot, it now enhances ABM capabilities within a broader inbound ecosystem, providing robust analytics for optimizing account-based strategies.
Pros
- Powerful multi-channel orchestration for personalized account engagement
- Advanced account identification and intent data integration
- Strong analytics and reporting for ROI measurement
Cons
- Steep learning curve and complex initial setup
- High cost suitable mainly for mid-market to enterprise
- Limited standalone flexibility post-HubSpot acquisition
Best For
Mid-market and enterprise B2B organizations seeking scalable, data-driven ABM orchestration with deep CRM integrations.
Pricing
Custom enterprise pricing; typically starts at $50,000+ annually based on account volume and features—contact sales for quote.
RollWorks
specializedABM platform designed for mid-market teams, providing account-based advertising, intent data, and sales orchestration tools.
ABM Advertising platform with precise account-based targeting across display, social, video, and connected TV channels
RollWorks is a full-funnel Account-Based Marketing (ABM) platform that empowers B2B teams to identify high-value target accounts using intent, firmographic, and technographic data. It enables personalized engagement across channels like display ads, email, and direct mail, while providing sales orchestration tools to align marketing and sales efforts. The platform delivers measurable ROI through pipeline attribution and revenue analytics.
Pros
- Advanced account identification with high-quality intent and firmographic data
- Seamless cross-channel engagement including advertising and orchestration
- Strong CRM integrations (e.g., Salesforce, HubSpot) and pipeline reporting
Cons
- Enterprise-level pricing may be prohibitive for SMBs
- Initial setup and learning curve for complex workflows
- Limited customization in reporting compared to some competitors
Best For
Mid-market to enterprise B2B companies with aligned sales and marketing teams scaling sophisticated ABM programs.
Pricing
Custom pricing based on target accounts and features; typically starts at $30,000-$50,000 annually for mid-tier plans.
Bombora
specializedCooperative intent data platform that delivers surge signals to help ABM teams prioritize accounts actively researching purchases.
Bombora Surge: unbiased, account-level topic intent surges derived from a cooperative of 5,000+ B2B sites for unparalleled coverage and accuracy.
Bombora is a B2B intent data platform specializing in account-based marketing by delivering Surge data, which identifies accounts actively researching specific topics across a vast cooperative network of over 5,000 premium sites. It enables ABM teams to prioritize high-intent accounts for targeted outreach and engagement. The platform integrates with major CRM and marketing tools to enhance account prioritization and personalization in sales and marketing strategies.
Pros
- High-quality, privacy-compliant intent data from a massive cooperative network
- Precise account-level surge signals for effective ABM prioritization
- Strong integrations with CRMs like Salesforce and ABM platforms like Demandbase
Cons
- High enterprise-level pricing not suitable for small teams
- Primarily intent-focused, lacking built-in engagement or orchestration tools
- Steep learning curve for interpreting and acting on complex data signals
Best For
Enterprise B2B marketing and sales teams seeking reliable intent data to fuel account prioritization in sophisticated ABM programs.
Pricing
Custom enterprise pricing, typically starting at $50,000+ annually based on account volume and features; contact sales for quotes.
Madison Logic
specializedAccount-based advertising and activation platform focused on precise targeting, content syndication, and full-funnel measurement.
Account-based attribution engine that delivers granular ROI insights across the full buyer journey
Madison Logic is a comprehensive Account-Based Marketing (ABM) platform designed for B2B marketers to target high-value accounts through precise advertising, content syndication, and intent data. It enables personalized engagement across display, social, and programmatic channels while providing advanced attribution to measure campaign impact on revenue. The platform integrates seamlessly with CRMs like Salesforce and marketing automation tools for end-to-end ABM orchestration.
Pros
- Precise IP-based account targeting for high-fidelity reach
- Robust attribution and analytics linking ads to pipeline
- Strong integrations with CRM and MAP systems like Salesforce and Marketo
Cons
- Enterprise pricing limits accessibility for SMBs
- Complex initial setup requiring technical expertise
- Less emphasis on orchestration compared to full-stack ABM platforms
Best For
Mid-to-large B2B enterprises seeking scalable advertising-driven ABM with proven ROI measurement.
Pricing
Custom enterprise pricing via demo; typically starts at $50,000+ annually based on account volume and channels.
ZoomInfo
enterpriseB2B intelligence platform with rich contact data, intent signals, and buying intent to power account identification and targeting.
ZoomInfo Intent: real-time first-party signals on buyer research and website visits for proactive account engagement
ZoomInfo is a comprehensive B2B intelligence platform that provides sales and marketing teams with extensive company and contact data, intent signals, and account insights tailored for Account Based Marketing (ABM). It enables precise targeting of high-value accounts through firmographic, technographic, and behavioral data, while supporting campaign orchestration, personalization, and engagement tracking. With deep integrations into CRMs and marketing automation tools, ZoomInfo streamlines the entire ABM process from identification to revenue attribution.
Pros
- Massive, high-quality database with over 300 million contacts and real-time updates
- Proprietary intent data and account scoring for precise ABM targeting
- Seamless integrations with major CRMs, marketing platforms, and sales tools
Cons
- High enterprise-level pricing that may not suit smaller teams
- Occasional data inaccuracies or staleness reported by users
- Complex interface and setup requiring significant training
Best For
Enterprise sales and marketing teams executing data-driven ABM at scale with large budgets.
Pricing
Custom enterprise pricing; typically starts at $15,000-$50,000+ annually based on seats, data volume, and features.
Outreach
enterpriseSales engagement platform that integrates ABM data for personalized sequences, workflows, and account-based outreach at scale.
Kaia AI for intelligent conversation guidance, auto-personalization, and deal-risk predictions tailored to account interactions
Outreach is a comprehensive sales engagement platform designed to automate and scale personalized outreach across email, phone, and LinkedIn, making it adaptable for Account-Based Marketing (ABM) by targeting high-value accounts with tailored sequences. It provides robust analytics, A/B testing, and CRM integrations to track account engagement and optimize campaigns. While primarily sales-oriented, its multi-channel capabilities support coordinated ABM efforts between sales and marketing teams.
Pros
- Powerful sequence automation and personalization at scale for ABM targeting
- Multi-channel engagement (email, calls, LinkedIn) with real-time analytics
- Seamless integrations with Salesforce and other CRMs for account data syncing
Cons
- Steep learning curve for complex sequence building and setup
- High enterprise-level pricing not ideal for smaller teams
- Stronger in sales execution than full ABM orchestration like intent data or content personalization
Best For
Mid-to-large B2B companies with sales-heavy ABM strategies needing automated, personalized outreach at scale.
Pricing
Custom quote-based pricing, typically starting at $100-$150 per user per month for enterprise plans with annual commitments.
Apollo
specializedSales intelligence and engagement platform offering verified data, intent insights, and automated outreach for ABM strategies.
Real-time buyer intent signals combined with a 275M+ contact database for hyper-targeted ABM prospecting
Apollo.io is an all-in-one sales intelligence and engagement platform that provides access to a massive database of over 275 million B2B contacts and 70 million companies, enabling targeted account prospecting and enrichment for ABM campaigns. It supports personalized outreach through email sequences, calling, LinkedIn automation, and buyer intent signals to engage high-value accounts at scale. While powerful for initial account identification and top-of-funnel activities, it integrates with marketing tools for deeper ABM orchestration.
Pros
- Vast, enriched B2B database for precise account and contact targeting
- Automated multi-channel sequences with A/B testing and analytics
- Strong buyer intent data and scoring to prioritize high-fit accounts
Cons
- Data accuracy can vary, requiring manual verification for some records
- Limited native support for full ABM journey orchestration compared to dedicated platforms
- Higher-tier plans needed for advanced features, increasing costs for scale
Best For
B2B sales and revenue teams focused on scalable account prospecting and outbound engagement in mid-market to enterprise environments.
Pricing
Freemium with paid tiers starting at $49/user/month (Professional, billed annually) up to $99/user/month (Organization) and custom Enterprise pricing.
HubSpot
enterpriseInbound marketing and CRM hub with built-in ABM features for account scoring, personalized content, and sales-marketing alignment.
Unified account insights and buyer journey orchestration across sales and marketing hubs
HubSpot is an all-in-one CRM platform with Marketing, Sales, and Operations Hubs that support account-based marketing (ABM) by enabling teams to identify target accounts, personalize campaigns, and track engagement through unified data. It facilitates sales and marketing alignment with account insights, custom workflows, and automation for nurturing high-value accounts. While not a pure-play ABM tool, its inbound methodology integrates well with ABM strategies for B2B teams.
Pros
- Intuitive interface with drag-and-drop tools for quick ABM campaign setup
- Seamless CRM integration for real-time account data sharing between sales and marketing
- Robust free tier and scalable features for growing teams
Cons
- Lacks advanced native intent data and technographic enrichment compared to ABM specialists
- Pricing escalates quickly for enterprise-scale ABM with high contact volumes
- Advanced customization requires significant setup time despite ease of use
Best For
Mid-market B2B companies wanting an integrated CRM platform with solid ABM capabilities alongside inbound marketing.
Pricing
Free CRM suite; Marketing Hub Starter at $20/month, Professional at $890/month, Enterprise at $3,600/month (billed annually, scales with contacts/users).
Conclusion
Among the top ABM tools, 6sense, Demandbase, and Terminus lead the pack, each bringing unique value. 6sense's AI-driven orchestration shines in uncovering hidden buying signals for hyper-personalized engagement, while Demandbase offers a comprehensive, end-to-end solution and Terminus excels at multi-channel campaign coordination and sales alignment. The right choice depends on specific needs, but 6sense proves the top pick for its ability to prioritize high-intent accounts and deliver tangible results. Don’t overlook the power of these tools to elevate your ABM efforts.
Dive into 6sense to unlock its AI insights and transform how you engage target accounts—your revenue growth starts here.
Tools Reviewed
All tools were independently evaluated for this comparison