Compare 9 ABM tools for sales and marketing teams: signal depth, contact vs account data, where outputs go, and pricing model. Updated for 2026

The best ABM tools for sales and marketing teams give both sides the same target accounts, the same buyers, and the same reasons to reach out, then push that into the tools each team already uses. Account-level platforms like 6sense and Demandbase are strong for ads and intent, data tools like ZoomInfo and Clay are strong for coverage, and UserGems is the AI command center that turns contact-level buying signals into outbound and ABM actions. The right pick depends on whether your gap is data, intelligence, or execution.

ABM is now standard practice. Nearly 80% of organizations in the Demand Gen Report 2026 ABM Benchmark Survey say they actively run an ABM strategy, and 52% say it meets expectations. In our experience, the gap between programs that hit expectations and those that stall usually comes down to whether sales and marketing work from the same buyer list.

What should sales and marketing teams look for in an ABM tool?

Most ABM programs stall in the handoff. Marketing runs ads to an account list, sales works a different list, and nobody agrees on which buyers matter. When you evaluate tools, check five things:

• Signal depth. Does the tool tell you that an account is interested, or which person is interested and why? Topic intent at the account level is useful for ads. Sales needs named contacts.
• Contact vs account level. Account-level scoring tells you where to look. Contact-level data tells reps who to email today.
• Where outputs go. Pipeline comes from outputs your teams act on in the tools they open every day. Look for outputs that land in your CRM, sales engagement platform (SEP), marketing automation and ad platforms.
• Shared scoring. One score both teams trust beats two scores that argue with each other. Ask whether the model is transparent and built on your own wins and losses.
• Pricing model. Platform license, credits, seats, or modular. Know what you pay for before you scale.

Which ABM tools do sales and marketing teams use in 2026?

The most common ABM tools in 2026 are UserGems, 6sense, Demandbase, Terminus, AdRoll ABM, HubSpot, Clay, Common Room and ZoomInfo. The biggest difference between them is signal depth: most tell you which accounts are interested, and fewer tell you which people to contact and what to say.

1. UserGems

• Best for: one AI command center for outbound and ABM
• Signal depth: your first-party data plus contact-level buying signals, such as job changes, new hires, closed-lost activity and account research
• Contact or account level: both, contact-first
• Where outputs go: your CRM, your SEP (Outreach, Salesloft, Gong Engage) and LinkedIn ads
• Pricing model: three published annual tiers (Core $40,000, Advanced $75,000, Elite $150,000) plus one-time implementation fees; Enterprise is custom; backed by a money-back guarantee tied to ROI in closed-won revenue (UserGems pricing)

2. 6sense

• Best for: account-level intent and predictive buying stages
• Signal depth: third-party topic intent, website visits and predictive models
• Contact or account level: account-first
• Where outputs go: native ads, CRM and MAP
• Pricing model: no published price

3. Demandbase

• Best for: enterprise ABM with B2B advertising
• Signal depth: first- and third-party intent, account intelligence and engagement data
• Contact or account level: account-first
• Where outputs go: its own B2B-native DSP, CRM and MAP
• Pricing model: custom pricing plan built for each customer, per the Demandbase pricing page

4. Terminus (DemandScience)

• Best for: multichannel account ads and engagement
• Signal depth: engagement and intent data
• Contact or account level: account-first
• Where outputs go: native ads, email signatures and CRM
• Pricing model: pricing isn't published on its site; its merger page says the commercial model avoids locking customers into 12-month contracts on day one

5. AdRoll ABM (formerly RollWorks)

• Best for: mid-market teams starting ABM
• Signal depth: intent, engagement and account scoring
• Contact or account level: account-first
• Where outputs go: native ads and CRM
• Pricing model: ABM packages priced by demo, while Account-Based Retargeting charges for media only, per the AdRoll ABM pricing page

6. HubSpot ABM tools

• Best for: teams already running on HubSpot
• Signal depth: CRM activity, target account properties and ICP tiers
• Contact or account level: both, inside HubSpot
• Where outputs go: HubSpot CRM, email and ads
• Pricing model: included in the Professional and Enterprise tiers of Marketing Hub or Sales Hub

7. Clay

• Best for: custom enrichment and list building
• Signal depth: whatever sources you wire in, from 150+ data providers
• Contact or account level: both, depending on what you build
• Where outputs go: CRM, SEP and spreadsheets
• Pricing model: credit-based. Free tier, then paid plans from $167 a month billed annually

8. Common Room

• Best for: community, product and web signals
• Signal depth: person-level digital signals
• Contact or account level: both
• Where outputs go: CRM, Slack and SEP
• Pricing model: tiered subscription. Essential starts at $2,500 a month billed annually (5 seats, up to 100K contacts); Advanced and Enterprise are custom (per the Common Room pricing page)

9. ZoomInfo

• Best for: broad contact and company data
• Signal depth: firmographics, contacts and intent topics
• Contact or account level: both, database-first
• Where outputs go: CRM, SEP and MAP
• Pricing model: pricing isn't published on its site

1. UserGems

UserGems is the AI command center for outbound and ABM. It sits between your CRM and the tools your team already uses to send emails and run ads. Data Agents capture buying signals, research accounts and find the right contacts. Intelligence Agents score accounts and contacts with a custom scoring model built on your own wins and losses. They also build lists, write personalized outreach and create ad audiences. Gem-E for Outbound sends emails and sequences into your SEP. Gem-E for ABM syncs audiences to LinkedIn and tracks TAM progression, so marketing and sales work the same people at the same time. Gem-E updates account and contact scores weekly from 600+ signals. Because UserGems verifies every contact, LinkedIn audience match rates run 80%+, compared with an industry standard of about 30%.

The results show up in pipeline. Quickbase reports 5x leads, 3x pipeline and 2x closed-won. Docebo generated 54 enterprise opportunities in one quarter with 16% reply rates. Mimecast attributes $20M in pipeline over two years to UserGems. We run the same playbook ourselves: as of mid-2025, our ABM program converted 10–15% of 600 target accounts per quarter to opportunities and drove 25–30% of total pipeline. Here's how we run our ABM program.

Pros

• Contact-level signals that both sales and marketing can act on, which helps reps book 2-3X more meetings
• Transparent scoring trained on your own closed-won and closed-lost deals
• Outputs land in Salesforce, HubSpot, Outreach, Salesloft and LinkedIn, so there's no new tool for reps to adopt
• Tiered plans that scale with your coverage and credit needs
• Money-back guarantee tied to ROI in closed-won revenue
• 4.7 on G2, where reviewers call out data accuracy and ease of use

Cons

• UserGems doesn't run ads or send email itself, so you still need a SEP and ad platforms
• Some G2 reviewers want faster signal refresh and more flexible audience filters (for example, "or" logic)

2. 6sense

6sense is the best-known account-level ABM platform, built around predictive buying stages, third-party intent and native advertising. 6sense announced that Forrester named it a Leader in The Forrester Wave: Intent Data Providers for B2B, Q1 2025, with top scores for accuracy and buying-cycle analysis. 6sense also reports a Leader placement in the Forrester Wave for revenue marketing platforms, Q1 2026.

Pros

• Mature account intent data and buying-stage models
• Strong for programmatic account advertising
• Wide adoption, so plenty of marketers already know it

Cons

• Account-level signals still leave reps guessing which person to call
• On G2, "steep learning curve" and "complex setup" are the top complaints
• No public pricing, so you have to talk to sales before you see a number

More detail: the limitations of 6sense and what 6sense really costs.

3. Demandbase One

Demandbase One combines account intelligence, first- and third-party intent and a B2B-native DSP for advertising. Demandbase says Forrester also named it a Leader in the Forrester Wave for B2B intent data, Q1 2025 and in the Revenue Marketing Platforms Wave, Q1 2026.

Pros

• Strong account-based advertising with its own DSP
• A unified account view for sales and marketing
• Built for large teams with dedicated ABM operations

Cons

• Account-first data, so reps still have to work out the buying group
• G2 reviewers flag a steep learning curve, heavy setup, and some false-positive intent signals
• Usually a bigger budget line than mid-market teams want

4. Terminus (now part of DemandScience)

Terminus merged into DemandScience in November 2024, and the combined company runs under the DemandScience brand. Terminus focuses on multichannel account engagement: display ads, LinkedIn, email signatures and web personalization.

Pros

• Many engagement channels in one place
• Easy to launch account-based ad campaigns

Cons

• Lighter on contact-level signals for sales
• Since the DemandScience merger, ask about roadmap and product investment during evaluation

5. AdRoll ABM (formerly RollWorks)

AdRoll folded RollWorks into the AdRoll brand in August 2025 and now sells it as AdRoll ABM. It's a practical entry point for mid-market teams that want account targeting, scoring and ads.

Pros

• Approachable setup with tiered plans
• Well-regarded HubSpot integration and customer support (4.3 on G2)

Cons

• Account-level focus, so reviewers mention limited contact-level visibility
• Reporting and attribution are less flexible than enterprise platforms

6. HubSpot ABM tools

HubSpot includes target accounts, buying roles, ICP tiers and a target accounts dashboard inside the CRM, available on Professional and Enterprise tiers of Marketing Hub or Sales Hub.

Pros

• No new tool to adopt if you already run on HubSpot
• Marketing and sales share one record

Cons

• Signals mostly reflect activity inside HubSpot. External buying signals and contact discovery need another layer.
• G2 reviewers note gaps for advanced ABM, such as landing pages that can't personalize by target account and awkward account-level deal attribution

7. Clay

Clay is a flexible enrichment and workflow builder. It chains 150+ data providers with AI research steps in a spreadsheet-style interface. Paid plans start at $167 a month, billed annually, and run on credits.

Pros

• Very customizable; strong for technical RevOps and growth teams
• Waterfall enrichment improves coverage
• 4.6 on G2

Cons

• You build and maintain the logic yourself; G2's top complaint is the learning curve
• Credit use can be hard to predict at scale
• Marketing and sales still need a shared scoring layer on top

How it compares head to head: UserGems vs Clay.

8. Common Room

Common Room unifies signals from CRM, product usage, web, community and social activity. It resolves them to people with its Person360 identity layer and runs RoomieAI agents on top.

Pros

• Strong person-level digital signals
• A great fit for product-led and community-heavy companies
• 4.5 on G2, with high marks for support

Cons

• Value depends on how much digital and community activity your buyers produce
• G2 reviewers call the HubSpot integration "somewhat hacky" and question deanonymization accuracy
• Ad audience workflows are lighter than dedicated ABM platforms

9. ZoomInfo

ZoomInfo now calls itself a go-to-market intelligence platform and trades under the ticker GTM. It pairs its large B2B contact and company database with intent topics, Copilot and GTM Studio workflows.

Pros

• Broad contact and company coverage
• Familiar to most sales teams; 4.5 on G2 across 9,000+ reviews

Cons

• You still need a separate prioritization layer to decide who to work first and why
• G2 reviewers often cite stale job titles and high pricing
• Contract structure can be complex

How do you choose the right ABM tool for both teams?

Start with the gap you feel most:

• "We don't know who to target." You need contact-level signals and a scoring model both teams trust. Look at UserGems or Common Room. Our guide to contact-based marketing tools goes deeper.
• "We need account ads at scale." Demandbase, 6sense, Terminus or AdRoll ABM run ads natively.
• "Our data is thin." ZoomInfo or Clay add coverage. Plan for who owns the logic.
• "Sales and marketing work different lists." You need a shared layer that sends the same audience to the SEP and to LinkedIn Matched Audiences. That is the job of a command center. Here is how coordinated sales and marketing ABM works in practice.
• "We need to match the tool to our budget and team size." If you have a large team with dedicated ABM ops, look at Demandbase, which builds a custom pricing plan, or 6sense, which keeps prices private. If you're mid-market, consider starting with HubSpot ABM tools (included in Professional and Enterprise tiers) or AdRoll ABM, then add point tools such as Clay (from $167 a month billed annually) or Common Room (from $2,500 a month billed annually).

Many teams pair one execution platform with one intelligence layer. For example, keep your SEP and LinkedIn Campaign Manager, and add Gem-E for ABM to decide who goes into each audience and when.

FAQ

What are ABM tools in marketing?

ABM tools are software that helps sales and marketing pick target accounts and buyers, engage them, and measure results. The main categories are account intelligence and intent (6sense, Demandbase), data (ZoomInfo, Clay) and ads (AdRoll ABM, Terminus). UserGems, the AI command center for outbound and ABM, adds contact-level signals so both teams work the same buyers.

What is the difference between an ABM platform and an ABM tool?

An ABM platform usually bundles data, scoring and ads in one contract. An ABM tool solves one part, like enrichment, ads or scoring. Most B2B teams end up with a mix.

Do ABM tools work for outbound sales?

Some do. Account-level tools help marketing more than reps. Tools with contact-level signals and SEP integrations, like UserGems, help reps decide who to contact and what to say.

Which ABM tool is best for mid-market B2B companies?

Mid-market teams often start with HubSpot ABM tools or AdRoll ABM for ads, then add a signal and scoring layer such as UserGems when they need named buyers for outbound.

How do sales and marketing share ABM data?

Use one account and contact score, one target list, and push it to both the SEP and ad platforms from the same source. That avoids two teams chasing two lists.

Is 6sense required to run ABM?

No. Many teams run ABM with their CRM, a SEP, LinkedIn ads and a contact-level signal layer. The right stack depends on budget and team size.

How much does ABM software cost?

Clay starts at $167 and Common Room Essential at $2,500 monthly, both billed annually. HubSpot includes ABM in Professional and Enterprise tiers. Demandbase builds custom plans, and 6sense and ZoomInfo keep prices private. UserGems publishes annual tiers from $40,000 with a money-back guarantee tied to ROI in closed-won revenue. Clay, Common Room, HubSpot and UserGems pricing as of October 2026.

Which ABM tools track buyer intent?

6sense and Demandbase track account-level third-party intent, and ZoomInfo tracks prospects researching relevant topics. Common Room tracks person-level digital signals. UserGems, the AI command center for outbound and ABM, detects person-level intent across 42k+ intent topics, so reps know which buyer to contact. Our guide to B2B intent data providers covers the data vendors in more detail.

What is the difference between ABM software and a CRM?

A CRM is your system of record. ABM software adds external buying signals, contact discovery, scoring and ad audiences on top of it. HubSpot ABM signals, for example, mostly reflect activity inside HubSpot. UserGems sits between your CRM and your systems of action, and sends scored accounts and buyers into the SEP and ad platforms you already run.

What is the best ABM platform for enterprise teams?

Demandbase fits large teams with dedicated ABM operations, and 6sense suits teams that want account-level intent and predictive buying stages. Both vendors report Forrester Leader placements for B2B intent data (Q1 2025) and revenue marketing platforms (Q1 2026). Pair either with UserGems, the AI command center that gives reps named buyers to contact.

If your teams keep working different lists, see how the AI command center works. UserGems shows sales and marketing who to target and why, scores every account and buyer with a custom scoring model, and sends the output into the tools you already run. Book a demo with the UserGems team to see the AI Command Center and Gem-E in action.

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