Quick Overview
- 1#1: 6sense - AI-powered platform that uncovers buyer intent signals and predicts account purchase readiness for targeted marketing.
- 2#2: Demandbase - Account-based experience platform providing account intelligence, personalization, and orchestration for B2B marketing.
- 3#3: ZoomInfo - Comprehensive B2B intelligence platform delivering firmographic, technographic, and intent data for account targeting.
- 4#4: Bombora - Cooperative intent data platform surfacing anonymous buyer signals from premium B2B content consumption.
- 5#5: RollWorks - ABM platform with account insights, advertising, and analytics to identify and engage high-potential accounts.
- 6#6: Apollo - AI-driven sales intelligence platform offering verified account and contact data with engagement tools.
- 7#7: Terminus - Account-based orchestration platform for marketing plays, insights, and cross-channel engagement.
- 8#8: Madison Logic - Intent-based ABM advertising platform connecting marketers with in-market accounts via display and content.
- 9#9: Clearbit - Data enrichment platform providing real-time firmographics, technographics, and behavioral insights for accounts.
- 10#10: Cognism - Global B2B sales intelligence platform with compliant contact data and account research tools.
We evaluated these tools based on factors including the quality and depth of account intelligence (intent, firmographic, and technographic data), user experience (ease of use and implementation), and the value they provide in driving measurable business outcomes, ensuring they stand out as industry leaders.
Comparison Table
Marketing account intelligence software is a critical tool for B2B teams seeking to identify, prioritize, and engage high-value accounts. This comparison table explores top platforms, including 6sense, Demandbase, ZoomInfo, Bombora, RollWorks, and more, to help readers understand key features, use cases, and how each tool aligns with their specific needs.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | 6sense AI-powered platform that uncovers buyer intent signals and predicts account purchase readiness for targeted marketing. | specialized | 9.4/10 | 9.8/10 | 8.2/10 | 8.9/10 |
| 2 | Demandbase Account-based experience platform providing account intelligence, personalization, and orchestration for B2B marketing. | enterprise | 9.2/10 | 9.5/10 | 8.7/10 | 8.8/10 |
| 3 | ZoomInfo Comprehensive B2B intelligence platform delivering firmographic, technographic, and intent data for account targeting. | enterprise | 9.2/10 | 9.6/10 | 8.1/10 | 7.8/10 |
| 4 | Bombora Cooperative intent data platform surfacing anonymous buyer signals from premium B2B content consumption. | specialized | 8.6/10 | 9.2/10 | 8.3/10 | 8.1/10 |
| 5 | RollWorks ABM platform with account insights, advertising, and analytics to identify and engage high-potential accounts. | enterprise | 8.5/10 | 9.0/10 | 8.0/10 | 8.2/10 |
| 6 | Apollo AI-driven sales intelligence platform offering verified account and contact data with engagement tools. | specialized | 8.7/10 | 9.2/10 | 8.5/10 | 8.0/10 |
| 7 | Terminus Account-based orchestration platform for marketing plays, insights, and cross-channel engagement. | enterprise | 8.1/10 | 8.4/10 | 7.9/10 | 7.6/10 |
| 8 | Madison Logic Intent-based ABM advertising platform connecting marketers with in-market accounts via display and content. | specialized | 8.4/10 | 8.7/10 | 8.1/10 | 7.9/10 |
| 9 | Clearbit Data enrichment platform providing real-time firmographics, technographics, and behavioral insights for accounts. | specialized | 8.7/10 | 9.2/10 | 8.5/10 | 7.8/10 |
| 10 | Cognism Global B2B sales intelligence platform with compliant contact data and account research tools. | specialized | 8.2/10 | 8.6/10 | 8.0/10 | 7.7/10 |
AI-powered platform that uncovers buyer intent signals and predicts account purchase readiness for targeted marketing.
Account-based experience platform providing account intelligence, personalization, and orchestration for B2B marketing.
Comprehensive B2B intelligence platform delivering firmographic, technographic, and intent data for account targeting.
Cooperative intent data platform surfacing anonymous buyer signals from premium B2B content consumption.
ABM platform with account insights, advertising, and analytics to identify and engage high-potential accounts.
AI-driven sales intelligence platform offering verified account and contact data with engagement tools.
Account-based orchestration platform for marketing plays, insights, and cross-channel engagement.
Intent-based ABM advertising platform connecting marketers with in-market accounts via display and content.
Data enrichment platform providing real-time firmographics, technographics, and behavioral insights for accounts.
Global B2B sales intelligence platform with compliant contact data and account research tools.
6sense
specializedAI-powered platform that uncovers buyer intent signals and predicts account purchase readiness for targeted marketing.
AI-driven Predictive Account Prioritization that scores accounts by revenue potential and buying stage using proprietary intent data from 1.5 trillion+ signals.
6sense is an AI-powered Account-Based Marketing (ABM) platform that provides deep account intelligence by analyzing billions of data signals to uncover buying intent and predict revenue opportunities. It enables marketing and sales teams to prioritize high-value accounts, orchestrate personalized multi-channel campaigns, and align go-to-market strategies with real-time buyer behavior. The platform's Revenue AI suite offers predictive analytics, orchestration tools, and performance insights to drive pipeline growth and shorten sales cycles.
Pros
- Unparalleled accuracy in detecting buying signals and intent data from massive datasets
- Seamless orchestration across email, ads, web, and sales engagement for personalized ABM
- Robust integrations with CRMs like Salesforce and marketing tools for unified workflows
Cons
- High cost suitable mainly for enterprises with large budgets
- Steep learning curve due to advanced AI features and data complexity
- Limited customization for smaller teams or non-ABM use cases
Best For
Enterprise marketing and sales teams executing sophisticated ABM strategies targeting high-value accounts.
Pricing
Custom enterprise pricing, typically starting at $100,000+ annually based on account volume and features.
Demandbase
enterpriseAccount-based experience platform providing account intelligence, personalization, and orchestration for B2B marketing.
Demandbase One: An all-in-one ABM platform unifying account intelligence, advertising, analytics, and orchestration in a single interface
Demandbase is a comprehensive Account-Based Marketing (ABM) platform specializing in marketing account intelligence, delivering firmographic, technographic, intent, and buying signal data for B2B organizations. It empowers marketers to identify high-value accounts, personalize engagement across channels, and measure ROI through advanced analytics and orchestration tools. As a leader in ABM, Demandbase integrates seamlessly with CRM and marketing stacks to enable data-driven targeting and revenue acceleration.
Pros
- Exceptional account data quality with real-time intent and technographic insights
- Robust ABM orchestration for personalized multi-channel campaigns
- Strong analytics and integrations with major CRM and MAP platforms
Cons
- Enterprise-level pricing may be prohibitive for SMBs
- Steeper learning curve for advanced orchestration features
- Occasional data accuracy gaps in niche industries
Best For
Mid-market to enterprise B2B marketers executing sophisticated ABM strategies that require deep account intelligence and cross-channel execution.
Pricing
Custom enterprise pricing, typically starting at $50,000+ annually based on account volume and features.
ZoomInfo
enterpriseComprehensive B2B intelligence platform delivering firmographic, technographic, and intent data for account targeting.
Form IQ and buying intent signals that reveal anonymous website visitors and active research behaviors
ZoomInfo is a leading B2B intelligence platform providing comprehensive company and contact data, including firmographics, technographics, and direct dials/emails for marketing and sales teams. It excels in account-based marketing (ABM) by delivering intent signals, buyer insights, and account scoring to prioritize high-value targets. The platform integrates with CRMs like Salesforce and marketing automation tools, enabling personalized outreach at scale.
Pros
- Vast database with 300M+ contacts and 100M+ companies for unmatched coverage
- Real-time intent data and scoops for timely account engagement
- Robust integrations and API access for seamless workflows
Cons
- Premium pricing often exceeds budgets for mid-market teams
- Reported data freshness issues in some niche industries
- Complex interface requiring training for full utilization
Best For
Enterprise marketing teams executing account-based strategies that need deep, actionable B2B intelligence.
Pricing
Custom quote-based pricing; typically $10,000–$50,000+ annually per user depending on data volume and features.
Bombora
specializedCooperative intent data platform surfacing anonymous buyer signals from premium B2B content consumption.
Surge Intent Data from the world's largest B2B co-op network, offering unbiased, high-fidelity topic surges at the account level
Bombora is a B2B intent data platform that aggregates anonymous browsing behavior from over 5,000 premium websites to deliver account-level buying signals. Its Surge Intent Data helps marketing and sales teams prioritize high-intent accounts for ABM campaigns, lead nurturing, and personalized outreach. The platform provides topic-based surges, company-level insights, and seamless integrations with CRMs and marketing tools.
Pros
- Massive co-op network of 5,000+ B2B sites for high-volume, unbiased intent data
- Granular topic-based surges and account prioritization tools
- Strong integrations with Salesforce, Marketo, and other major platforms
Cons
- Custom pricing can be steep for SMBs or smaller teams
- Steep learning curve for advanced analytics and customization
- Data freshness and coverage may vary by industry or region
Best For
Mid-to-large B2B enterprises running sophisticated ABM programs that need reliable account intent signals.
Pricing
Custom enterprise pricing starting around $25,000 annually; scales with data volume and users—contact sales for quotes.
RollWorks
enterpriseABM platform with account insights, advertising, and analytics to identify and engage high-potential accounts.
Cross-channel account-based advertising across display, LinkedIn, and connected TV with precise targeting based on intent data
RollWorks is a comprehensive Account-Based Platform (ABP) designed for B2B marketers to identify, engage, and convert high-value accounts through intent data, firmographics, and technographics. It enables personalized multi-channel campaigns including advertising, website personalization, and email orchestration to prioritize accounts showing buying signals. The platform integrates seamlessly with CRMs like Salesforce and HubSpot to align marketing and sales efforts for pipeline growth.
Pros
- Powerful account intelligence with real-time intent signals and technographic data
- Multi-channel engagement tools including display ads, social, and web personalization
- Strong integrations with major CRMs and marketing automation platforms
Cons
- Pricing can be steep for smaller teams or startups
- Advanced features require a learning curve and dedicated setup time
- Reporting and analytics could offer deeper customization
Best For
Mid-market to enterprise B2B marketing teams scaling account-based marketing (ABM) strategies.
Pricing
Custom quote-based pricing; typically starts at $1,000-$5,000/month depending on account volume and features.
Apollo
specializedAI-driven sales intelligence platform offering verified account and contact data with engagement tools.
Real-time buyer intent signals that surface accounts actively researching purchases
Apollo.io is a powerful B2B sales and marketing intelligence platform that provides access to a massive database of over 260 million contacts and 70 million companies worldwide. It excels in account intelligence by offering firmographic, technographic, and intent data to identify high-potential accounts for targeted marketing campaigns. Marketers can enrich leads, score accounts based on buying signals, and integrate with outreach tools for seamless ABM strategies.
Pros
- Vast database with high coverage for global B2B contacts and companies
- Real-time buyer intent signals for proactive account targeting
- Robust data enrichment and lead scoring capabilities
Cons
- Data accuracy can vary, requiring manual verification at times
- Advanced features like unlimited exports locked behind higher tiers
- Pricing scales quickly for teams needing enterprise-level usage
Best For
B2B marketing teams focused on account-based marketing who need scalable lead intelligence and enrichment.
Pricing
Free plan with limits; Basic at $49/user/month, Professional at $79/user/month (billed annually), custom Organization plans for enterprises.
Terminus
enterpriseAccount-based orchestration platform for marketing plays, insights, and cross-channel engagement.
Account-based advertising that enables precise targeting of specific accounts across display, social, and video networks
Terminus is an account-based marketing (ABM) platform designed for B2B teams to identify, engage, and measure high-value target accounts using intent data, firmographics, and technographics. It enables personalized orchestration across channels like ads, email, website experiences, and sales engagement to drive pipeline growth. Post its acquisition by HubSpot, it integrates deeply with HubSpot's ecosystem while retaining core ABM capabilities for account prioritization and analytics.
Pros
- Comprehensive account intelligence with intent and buying signals
- Multi-channel ABM orchestration including ads and personalization
- Strong analytics and ROI measurement for campaigns
Cons
- Enterprise pricing can be prohibitive for smaller teams
- Steep learning curve for full setup and optimization
- Limited standalone flexibility post-HubSpot integration
Best For
Mid-to-large B2B marketing and sales teams scaling account-based strategies with HubSpot.
Pricing
Custom enterprise pricing, typically starting at $10,000+ annually based on account volume and features; no public tiers.
Madison Logic
specializedIntent-based ABM advertising platform connecting marketers with in-market accounts via display and content.
Multi-channel intent orchestration that aggregates signals from 20+ sources for unmatched account prioritization accuracy
Madison Logic is a B2B account-based marketing (ABM) platform that delivers account intelligence through intent data, enabling marketers to identify and target high-value accounts showing buying signals. It combines first-party, third-party, and technographic data to power personalized advertising, content syndication, and orchestration across channels. The platform provides actionable insights and analytics to optimize campaigns and drive pipeline growth for sales and marketing alignment.
Pros
- High-quality multi-sourced intent data for precise account identification
- Seamless integration with major MAPs like Marketo and Salesforce
- Strong ABM advertising capabilities with detailed performance analytics
Cons
- Pricing can be steep for smaller teams or startups
- Advanced features require time to master
- Limited focus on non-advertising intelligence tools compared to broader platforms
Best For
Mid-market to enterprise B2B marketers focused on ABM who prioritize intent-driven advertising and account targeting.
Pricing
Custom quote-based pricing, typically starting at $20,000+ annually depending on account volume and features.
Clearbit
specializedData enrichment platform providing real-time firmographics, technographics, and behavioral insights for accounts.
Real-time API for instant company and person data enrichment directly in workflows
Clearbit is a B2B data enrichment platform that delivers real-time intelligence on companies, contacts, and accounts through APIs and integrations. It enriches leads with firmographics, technographics, employment data, and revenue insights to power personalized marketing and sales efforts. Popular for its accuracy and ease of embedding into CRMs like HubSpot and Salesforce, it helps teams identify high-value accounts and improve targeting precision.
Pros
- Highly accurate real-time data enrichment for companies and individuals
- Seamless integrations with CRMs, marketing automation tools, and Zapier
- AI-powered insights and browser extension for instant prospecting
Cons
- Usage-based pricing can become expensive at high volumes
- Data freshness and coverage gaps in some niches
- Limited built-in analytics or ABM orchestration compared to full-suite competitors
Best For
Marketing teams in mid-to-large B2B companies needing quick, accurate account and contact enrichment to fuel personalized campaigns.
Pricing
Free tier (100 lookups/month); paid plans start at $99/month for 1,000 credits, scaling usage-based to enterprise custom pricing.
Cognism
specializedGlobal B2B sales intelligence platform with compliant contact data and account research tools.
Diamond Data® with phone-verified mobile numbers and legal compliance guarantees for direct, high-connect-rate outreach
Cognism is a B2B sales and marketing intelligence platform that delivers verified contact data, including phone numbers, emails, and firmographics, to power outbound prospecting and account-based marketing. It leverages Diamond Data for superior accuracy, combining global databases with intent signals and technographics to help teams identify high-potential accounts. The platform integrates with CRMs like Salesforce and tools like LinkedIn Sales Navigator for seamless workflows.
Pros
- Exceptional data accuracy with phone-verified contacts and 85%+ email deliverability
- Strong global coverage, especially in EMEA, with real-time intent data
- Robust integrations with CRMs, outreach tools, and LinkedIn
Cons
- Pricing is custom and can be expensive for small teams or low-volume users
- More sales-prospecting oriented than pure marketing account analytics
- Steep learning curve for advanced features like custom workflows
Best For
Mid-sized B2B sales and marketing teams running ABM campaigns focused on outbound outreach in Europe and North America.
Pricing
Custom enterprise pricing starting around $1,000/month based on credits, seats, and usage; no public tiers.
Conclusion
The top 10 tools offer exceptional value, with 6sense leading as the top choice—its AI-powered platform excels at uncovering buyer intent signals and predicting account purchase readiness, perfect for targeted strategies. Demandbase follows, standing out for its account-based experience and orchestration, while ZoomInfo impresses with comprehensive firmographic, technographic, and intent data, catering to deep B2B insights. Each tool brings unique strengths, ensuring there’s a solution for nearly every marketing goal.
Start with the top-ranked 6sense to elevate your account targeting and drive impactful results—whether you prioritize AI intelligence, ABM orchestration, or robust data, there’s a leading option here to fuel your success.
Tools Reviewed
All tools were independently evaluated for this comparison