34 best account-based marketing tools to drive your ABM strategy

New to account-based marketing? Here are 33 account-based marketing tools to help you increase your pipeline and close more deals.
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Did you know that businesses with aligned sales and marketing teams have reported up to 208% growth in marketing revenue, as per MarketingProfs?  

And while that number sounds impressive, anyone who has worked in sales or marketing knows this is easier said than done. More often than not, sales and marketing are on different pages.

That’s why adopting an account-based marketing strategy across both teams can be so helpful. It creates a more systemic approach to generating better-qualified leads and closing more deals with your best-fit customers.

But to achieve these results, teams need the right account-based marketing tools.

Fortunately, there are various ABM tools that help your sales and marketing teams with everything from market intelligence and reporting to events and gifting.

In this post, we explore 34 ABM tools to help you find the right ones to help your sales and marketing teams work together.

What should an account-based marketing tool have?

Account-based marketing services come with a ton of benefits. The best ABM tools:

  • Save you time
  • Make it easier to scale your ABM strategy
  • Facilitate communication amongst team members

When investigating possible ABM software solutions, evaluate these four factors:

1. Integration

Because you probably have other tools you use on a regular basis, integration is key. Any ABM software that you choose needs to integrate with your existing customer relationship management (CRM) software, marketing automation platforms, and key sales and marketing tools. 

This will facilitate automation, especially when you’re working to provide a personalized experience at scale.

2. Reporting and analytics capabilities

Next, assess whether the software in question provides the right types of reporting and analytics your team needs to build and maintain a successful ABM strategy.

A good ABM too will help you to: 

  • Assess and measure campaigns
  • Analyze whether your ABM strategy is impacting sales and marketing
  • Create customized reports

3. Customer support

You don’t want to feel like you’re scrambling if you encounter a problem with, or have a question about your ABM software. 

When evaluating tools, consider the level of customer support provided. 

For example, whether the platform offers free resources you can access when you need a quick answer to a straightforward question.

4. Data quality

In order to work effectively, your ABM platform needs to provide you with high-quality data like the sales, marketing, and revenue insights you need to help you win and retain high-value customers.  

Additionally, high-quality data helps you:

  • Segment your target audience
  • Provide personalization in your outreach efforts
  • Evaluate historical and real-time statistics

Combined, these enable you to adapt your sales and marketing strategies based on real information and to understand where your accounts are in the buyer’s journey.

With so many ABM tools available, searching for the right fit for your needs is overwhelming.

To save you time and help you make an informed decision, we’ve put together a list of the 33 best account-based marketing tools organized by function. 

ABM tools for market, company, and buyer intelligence

1. UserGems

UserGems

Many market intelligence tools only focus on one tiny sliver of the lead/data enrichment process, like getting a notification when a prospect changes jobs. At UserGems, we focus on contact tracking, account tracking, and calendar tracking. 

Plus, our software integrates seamlessly with Salesforce, HubSpot, Outreach, Marketo, Slack, and a variety of other tools.

Not to mention there are virtually unlimited ways you can further automate and customize your lead gen workflows via our API.  

We also have more than 50 reviews on G2 and an average ranking of 4.5.

2. ZoomInfo

Zoominfo vs

ZoomInfo is a popular account-based data platform that combines a comprehensive business database with tools to help you capture a complete picture of your customers and prospects for a cohesive market strategy. 

For instance, it allows you to search by contact and company and then compile lists of people to contact. ZoomInfo also provides a tool to help you clean your data regularly.

Its G2 rating is 4.5 out of 5 stars based on 5,565 reviews.

3. LinkedIn Sales Navigator

salesnav

LinkedIn Sales Navigator offers various tools to help you target the right companies, track key leads and changes, and engage with prospective leads on its professional network of over 500 million members.

The reliable data and insights help you sell more effectively and stay informed about leads, which increases the effectiveness of your cold and warm conversations. 

Additionally, LinkedIn Sales Navigator provides CRM integration and key reports to assess the performance of your strategies.

Its G2 rating is 4.5 out of 5 stars based on 1,508 reviews.

4. 6sense

6sense

6sense is an all-in-one ABM tool. It uses AI-based predictions to:

  • Identify the right time to engage prospects
  • Reveal anonymous buying behavior

It also allows you to engage prospects with personalized, multi-channel, multi-touch campaigns. 

6sense facilitates data synchronization, campaign planning, segmentation, and multiple integrations, including CRMs. Its robust data capabilities coupled with predictive analysis and campaign creation tools provide your sales and marketing teams with strong insights to create effective campaigns.

It is 4.5 out of 5 stars based on 374 reviews on G2.

5. Clearbit

Clearbit

Clearbit's data activation platform allows you to discover high-value leads and engage them, potentially converting them into customers. 

Its flexible platform ensures you get the most from reliable data and provides a complete view of your market, customers, and prospects. Use it to create personalized buyer journeys and campaigns, identify and focus on your most valuable prospects and customers, and connect across any channel.

As an added bonus, it also integrates with numerous business applications and CRMs. Its G2 rating is 4.5 out of 5 stars based on 523 reviews. 

ABM tools for digital advertising

4. AdRoll

AdRoll

AdRoll is an all-in-one marketing platform that helps D2C businesses provide personalized, consistent experiences across multiple platforms to attract and retain more customers.

They make it simple to identify and track your challenges and goals. 

For instance, their platform can help you discover a problem, like losing customers during the checkout process. Then, their tools can help you implement strategies to get them to follow through, such as developing an abandoned cart recovery system.

Use AdRoll to find and target your ideal audience and nurture leads to build relationships. You can also track and improve results with data showing customer insights across various channels. 

Its G2 rating is 4 out of 5 stars based on 544 reviews.

7. RollWorks

RollWorks

RollWorks all-in-one platform lets you identify, engage, and measure the effectiveness of your ABM campaigns. 

Combine their data with your own to identify high-value, right-fit customers and uncover new opportunities. It also allows you to connect and engage with potential buyers across different channels. 

With RollWorks, you can even incorporate automated emails to save time and increase your connection rate. You can measure your campaigns through their dashboard or integrate with your existing CRM.

Its G2 rating is 4.5 out of 5 stars based on 134 reviews.

8. Demandbase

Demandbase

Demandbase is an account-based marketing tool that focuses on the customer’s experience. 

It incorporates detailed, reliable account-level insights and data to help you respond appropriately to a high-value lead at any stage in their B2B buying journey. 

As a result, you’re sending highly relevant and personalized information that will get your customer’s attention.

Their system is also designed to spot opportunities early with predictive analytics, so you can engage and close deals faster. And you can tailor your data to measure the performance of your campaigns. 

Additionally, their account-based approach automates manual tasks that otherwise slow your team down, like searching for social media details or past conversations in your CRM.

Its G2 rating is 4.5 out of 5 stars based on 544 reviews.

9. Terminus

terminus

Terminus’s ABM platform helps you create a pipeline from your target accounts and execute personalized campaigns at scale.

Their native multi-channel ABM provides a connected account experience, which can increase engagement through your ads, chats, website, and emails. 

Additionally, it has a data studio where you can manage and access all the account data you need to segment, run, and analyze campaigns. 

Its G2 rating is 4.5 out of 5 stars based on 382 reviews.   

10. Metadata

Metadata io

Metadata automates and eliminates repetitive and manual tasks, so your marketing and sales teams have more time for strategy and creativity.

Metadata’s automatic AI-driven campaign management system works across various platforms. And, their actionable data lets you personalize your approach to engage with leads in real-time. 

Their system integrates with various popular third-party tools to save you time.  

Its G2 rating is 4.5 out of 5 stars based on 211 reviews.

ABM tools for CRM and reporting

11. Salesforce

salesforce account-based marketing

Salesforce offers a complete ABM program built on their CRM to provide a seamless experience with your sales, service, and marketing data all in one platform.

Using Salesforce’s tools you can explore customer engagement, CRM, and external data to help you identify and target your high-value leads. 

Then, you can reach out with personalized messages at opportune times. The platform provides deep insights and lets you make decisions based on real-time data. 

Lastly, you can track the performance of your campaigns.  

Salesforce CRM’s G2 rating is 4 out of 5 stars based on 12,347 reviews.

12. HubSpot

hubspot abm

HubSpot’s account-based marketing tools allow your sales and marketing teams to work together to create ABM campaigns that provide a seamless experience for your high-value accounts.

HubSpot’s intuitive tools and interface make setting up your ABM strategy quick and easy. They offer workflow templates to help you define your target customer profiles and good-fit accounts. You’ll also receive AI-powered recommendations of potential leads to assist your sales team. 

HubSpot’s tools are designed so that your sales and marketing teams are using the same tools and data in the same place to promote collaboration and consistency. 

The personalized engagement tools give you an opportunity to create deeper relationships with your leads. Track and measure your campaigns to figure out when to pivot and adjust your strategy. 

HubSpot also integrates with various third-party tools to help you streamline your process.

HubSpot’s Sales Hub G2 rating is 4.5 out of 5 stars based on 8,280 reviews.

13. Marketo

Marketo

Marketo uses AI and automated predictive scoring to identify your best-fit accounts quickly. 

Their system lets you validate your account-based marketing strategy with AI and data points across the web, so your teams are confident they’re on the right track. Segment targets and provide personalized messaging to increase engagement and the relevance of your messaging.

Marketo allows you to work across channels, such as webinars, email, web, ads, mobile, and events. Plus, you can use automation to save time. 

Lastly, the platform measures your revenue, pipeline, and engagement.

Its G2 rating is 4 out of 5 stars based on 2,267 reviews.

Account-based marketing tools for events

14. BrightTalk

brighttalk webinar

BrightTalk helps businesses with B2B lead generation through webinars and virtual events.

The platform saves your marketing team time and is designed to increase registrations and views of your webinars. 

BrightTalk has over 12 million users who join webinars and talks. Building your own presence on this platform helps you generate organic leads, but you have the option to use their targeted lead generation tools as well.

The platform has integrations to make immediate sales follow-up easy, and all virtual events are optimized for conversions. 

Its G2 rating is 4 out of 5 stars based on 54 reviews.

15. ON24

ON24

ON24’s platform provides a system of engagement for audiences to connect with businesses through webinars, virtual events, and multimedia experiences.

The ON24 platform turns those interactions into usable insights so businesses can scale engagement, conversations, and pipeline to increase sales on one platform. 

Their platform provides you with real-time data and dashboards, prospect profiles, and insights and metrics to help you personalize messages and connect with the right audience. ON24 also integrates with your CRM and marketing automation tools. 

Its G2 rating is 4.5 out of 5 stars based on 957 reviews.

16. Zoom Events

zoomevents

Zoom Events helps businesses host virtual and hybrid events and large-scale broadcasts with their all-in-one event management platform.

Zoom Events also allows you to connect multiple webinar sessions or combine them with Zoom Meetings, so you can have a longer, more interactive experience. 

It also offers dedicated event hubs, registration and ticketing options, and attendee networking as well as event analytics and attendee reports. Plus, it integrates easily with various popular third-party business tools.

Its G2 rating is 4.5 out of 5 stars based on 169 reviews.

17. Bizzabo

bizzabo

Bizzabo Event Experience OS can be used to drive revenue, build your brand, and grow your community through in-person, virtual, or hybrid events. 

This all-in-one account-based marketing platform provides the tools you need to produce, promote, and manage branded events. The dashboard gives you real-time analytics, data, and AI insights to help with your marketing and optimize productivity. 

Their platform integrates with many different third-party services for a streamlined experience. 

Its G2 rating is 4.5 out of 5 stars based on 183 reviews.

ABM tools for web experience

18. Unbounce

Unbounce

Unbounce’s AI-driven account-based marketing platform helps you create high-converting landing pages that turn leads into sales.

Unbounce comes with an intuitive, drag-and-drop landing page builder along with page designs tailored to different industries and campaign goals. 

Their Smart Copy tool will also help you write content, including headlines, ad copy, emails, and long-form blog posts. The Smart Traffic tool helps guide visitors to the landing page that best fits their needs, giving you a chance to increase your sales.  

Unbounce also offers integrations with various third-party apps, including Zapier.

Its G2 rating is 4.5 out of 5 stars based on 309 reviews.

19. Drift

drift abm

Drift uses a conversational marketing and sales approach to help you connect with the right leads and have the right conversations so you can build a relationship.

Drift’s Conversation Cloud lets you personalize your interactions at every stage of your lead’s journey from researching prospects through to post-sales help. It uses three key elements — Conversational Marketing, Conversational Sales, and Conversational Service that are powered by AI.

The Conversational Marketing tool helps your marketing team connect with website visitors in real-time. 

The Conversational Sales tool provides your sales team with a unified place to obtain real-time buyer insights, collaborate with others, and personalize conversations. 

Lastly, the Conversational Service tool allows for real-time, personalized customer support.

Its G2 rating is 4.5 out of 5 stars based on 559 reviews.

20. Intercom

Intercom

Intercom is a customer communications platform that helps you build relationships through personalized, messenger-based interactions throughout the buyer’s journey.

This platform was designed so your sales, marketing, and support teams can use it together. 

Its ABM, chatbots, and automated meeting schedule give you a chance to convert more website visitors into leads. You also can set up surveys and multi-channel campaigns to engage visitors and leads across every touchpoint. 

It’s also a great way to provide quality support at scale. Its G2 rating is 4.5 out of 5 stars based on 2,124 reviews.

Account-based marketing tools for marketing automation

21. HubSpot Marketing Hub

Hubspot marketing hub

HubSpot Marketing Hub provides all the tools and data your marketing team needs in one platform. 

This all-in-one hub saves time and keeps your data easy to find and use, so you can provide personalized, cohesive experiences that help attract and convert leads. For instance, the Marketing Hub offers tools to help you publish SEO-friendly content as well as track and manage ads to attract the right leads. 

The landing page builder, marketing automation, and email tools can be used to convert leads at scale. And the platform provides reports and analytics to help you create data-driven strategies.

Its G2 rating is 4.5 out of 5 stars based on 7,627 reviews.

22. Marketo

marketo engage

Marketo can help save your marketing team time with marketing automation.

Customers use Marketo’s tools to build and automate marketing campaigns that can be used to nurture leads across multiple channels. Its predictive AI is a great way to build and segment leads. 

Additionally, the tools allow you to personalize the experiences with triggered content and active listening. 

Marketo’s behavioral data and built-in AI tools help you create a compelling customer journey across channels.

Its G2 rating is 4 out of 5 stars based on 2,267 reviews.

23. Pardot

salesforce pardot

Pardot combines B2B marketing automation with a powerful CRM to encourage your marketing and sales teams to collaborate.

Pardot’s marketing tools help your team to: 

  • Create meaningful connections with leads
  • Increase your pipeline
  • Close more deals 

The automation tools reduce manual, repetitive tasks to free up your teams’ time and speed up the sales cycle. For instance, send emails and conduct marketing tasks based on pre-determined triggers. 

Using Pardot, you can also personalize the lead’s experience based on data, set up real-time alerts to connect with leads at the right moment, and receive in-depth data to facilitate planning. 

Its G2 rating is 4 out of 5 stars based on 1,865 reviews.

ABM tools for sales outreach

24. Outreach

Outreach

Outreach increases productivity and automates sales engagement to help boost your business’s efficiency and growth.

Outreach’s AI technology and B2B buyer-seller interaction data inform your sales and workflows for better engagement. 

The platform offers various tools, including automated workflows that optimize your pipeline generation. Additionally, the AI insights based on their database of sales engagement data can guide your team through the sales process and close more deals.

Their platform may be particularly useful for businesses who want to forecast confidently, fix pipeline problems, and increase their team’s productivity.

Its G2 rating is 4.5 out of 5 stars based on 2,845 reviews.

25. Salesloft

salesloft

Salesloft's sales engagement platform helps your sales teams increase revenue.

Salesloft’s workspace is a complete system that supports your sales teams every step of the way. The automation and tools give your sales reps a chance to create effective pipelines, nurture leads, and increase customer renewals. 

The platform also makes it easier to forecast with more accuracy because it allows you to collect activity and outcome data to analyze results. 

Salesloft integrates well with many popular third-party applications to streamline your processes and workflows.

Its G2 rating is 4.5 out of 5 stars based on 2,931 reviews.

26. Groove

Groove

Groove’s sales engagement platform helps enterprises already using Salesforce. 

Their account-based marketing tool increases rep productivity, guides Salesforce adoption, and provides key insights into what is driving your business. 

Its tools are designed to gather accurate, reliable reporting and forecasting to save your reps time. 

The platform is configurable and secure, and it’s built to help you scale. 

Its G2 rating is 4.5 out of 5 stars based on 2,159 reviews.

Account-based marketing tools for content and sales enablement

27. PathFactory

pathfactory

PathFactory creates AI-driven content journeys for B2B buyers based on real content data.

The platform is designed to help you gain insights into your content to make better marketing decisions based on what prospects have read. PathFactor removes friction from the buying journey by identifying and providing bingeable content journeys that answer leads’ questions. 

Additionally, its AI analyzes content and session engagement data, giving you more insight into the role content is playing in your buyers’ journey.

Its G2 rating is 4.5 out of 5 stars based on 121 reviews.

28. Highspot

Highspot

Highspot’s unified sales platform focuses on helping companies elevate their customer conversations to drive strategic growth.

This all-in-one platform is designed to support your sales teams in executing their strategies and optimizing their performance to accelerate growth by building a scalable and predictable revenue engine.

The platform combines intelligent content management with training and guidance to help increase customer engagement and retention. 

You also have access to reports and analytics to help you understand what’s working and what’s not so you can optimize your strategy and scale efficiently. 

Its G2 rating is 4.5 out of 5 stars based on 858 reviews.

29. Uberflip

Uberflip

Uberflip is an account-based marketing tool that your marketing and sales teams can use to provide personalized content experiences to speed up the buyer’s journey.

The platform is designed to improve your connections with leads through relevant content and personalized pathways so they’re more like to become customers. Uberflip also supports demand generation, inbound marketing, sales engagement, and customer engagement.

It increases engagement through:

  • Customizable automation
  • Easy-to-launch campaigns
  • Identifying relevant content for ABM campaigns at scale
  • Providing measurements and insights based on analytics

Its G2 rating is 4.5 out of 5 stars based on 180 reviews.

ABM tools for gifting

30. Postal.io

postal io

Postal.io increases engagement, brand loyalty, and customer relationships with meaningful offline marketing automation at scale. 

Postal.io’s platform lets you personalize, automate, and scale your offline marketing, including direct mail, events, branded swag, and personalized gifts.  

It can also handle a lot of the manual, repetitive tasks like managing customer/prospect lists, choosing gifts, and taking care of shipping and logistics. 

Its G2 rating is 4.5 out of 5 stars based on 137 reviews.

31. Sendoso

Sendoso

Sendoso lets you send personalized gifts and build stronger relationships with prospects and customers using branded swag, eGifts, and virtual experiences. 

Through the platform, you create a sending strategy that works with your existing marketing and sales strategies. From there, customize it across teams and budgets to make the biggest impact. 

It also integrates with various third-party apps, like Salesforce, HubSpot, and Marketo, so you can send from the tools you’re using. 

Sendoso offers limitless sending, worldwide fulfillment, and detailed analytics and reporting.

Its G2 rating is 4.5 out of 5 stars based on 719 reviews.

32. Alyce

Alyce

Alyce is based on a recipient-first approach to elevate your top prospects’ interactions with your business through personalized gift experiences. 

Alyce’s key features include: 

  • An expansive marketplace
  • Gift experiences that include  personalized notes or videos 
  • Redeemable and exchangeable gifts

Additionally, using Alyce’s meeting software, you can schedule meetings at any time during the gifting process.

Its G2 rating is 4.5 out of 5 stars based on 326 reviews.

33. PFL

pfl

PFL helps large companies and growing brands create stronger customer relationships by delivering “moments of delight” that capture leads’ attention.

Their platform provides software solutions that use digital intent signals to inform you of the best time to send direct mail gifts. 

Their tools are designed to help you establish automated direct mail journeys that:

  • Drive engagement
  • Use data and digital intent signals to inform when to send
  • Personalize gifts at scale
  • Measure and optimize your campaigns 

Its G2 rating is 4 out of 5 stars based on 136 reviews. 

34. Reachdesk

reachdesk

Reachdesk is designed to increase your pipeline, close deals, and connect with your leads using data-driven personalized gifting.

Reachdesk’s platform lets you measure your gifting and track the return on your investment, so you can focus on spending where it helps you the most. Use it to create data-driven direct mail and gifting strategies that help you generate revenue. 

Reachdesk allows you to send gifts globally and at scale. It also integrates with many popular third-party tools to help you streamline your processes. 

Its G2 rating is 4.5 out of 5 stars based on 475 reviews.  

How to pick the best account-based marketing tool for your team

From market intelligence and sales enablement to gifting and reporting, there are plenty of options when it comes to selecting high-quality account-based marketing tools.

We recommend you start out by listing your must-have features, like which platforms you need to integrate with or which goals you’re trying to reach. From there, pick the ones that meet your criteria and set up a few demos. 

Remember to consider your budget, sales and marketing goals, and what will work best for your teams to get the most out of your next account-based marketing platform.

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