34 account-based marketing tools to help sales and marketing teams work together
Aligned sales and marketing teams drive 208% more marketing revenue (MarketingProfs). The catch? Most teams struggle to get there.
But most sales and marketing teams still operate in silos, chasing different metrics and working from different playbooks. More often than not, sales and marketing are on different pages.
ABM solves this by giving both teams a shared framework: target the same high-value accounts, coordinate outreach, and measure what actually drives revenue. It creates a more systemic approach to generating better-qualified leads and closing more deals with your best-fit customers.
The right ABM tools make this coordination possible at scale.
ABM software spans market intelligence, digital advertising, CRM integration, event management, web personalization, and gifting, each solving specific coordination challenges.
Below: 34 ABM tools organized by function, so you can build a stack that actually coordinates your sales and marketing teams.
What should an account-based marketing tool have?
The best ABM tools do three things:
Save you time
Make it easier to scale your ABM strategy
Facilitate communication amongst team members
When evaluating ABM software, focus on four factors:
1. Integration
Integration matters because your ABM tool needs to work with your existing CRM, marketing automation platform, and sales tools. 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.
Good integrations enable automation and personalization at scale.
2. Reporting and analytics capabilities
Make sure the platform gives you the reporting and analytics you need to measure and optimize your ABM campaigns.
Look for platforms that let you:
Assess and measure campaigns
Analyze whether your ABM strategy is impacting sales and marketing
Create customized reports
3. Customer support
Strong customer support means you can resolve issues quickly and get answers when you need them.
Check what kind of support you'll get: live chat, documentation, dedicated CSMs.
Self-service resources like docs and videos help you solve simple problems without waiting for support.
4. Data quality
Data quality determines whether your ABM platform actually works. You need accurate contact data, reliable intent signals, and clear attribution to pipeline and revenue.
Good data also lets you:
Segment your target audience
Provide personalization in your outreach efforts
Evaluate historical and real-time statistics
This means you can adjust your approach based on actual buyer behavior and know exactly where each account stands in their buying process.
The ABM tool landscape is crowded, which is why we've organized 34 options by function below.
We've organized 34 ABM tools by function to help you build the right stack faster.
ABM tools for market, company, and buyer intelligence
1. UserGems
Most market intelligence tools give you basic job change alerts. UserGems goes further: we track contacts, accounts, and calendar activity to surface the buyers who actually matter to your pipeline.
UserGems integrates with Salesforce, HubSpot, Outreach, Marketo, Slack, and 20+ other tools in your revenue stack.
Our API lets you build custom workflows that fit your exact lead gen process.
UserGems maintains a 4.5-star rating across 50+ G2 reviews.
2. ZoomInfo
ZoomInfo provides a B2B contact database plus tools for list building and data cleaning.
You can search by contact or company, build target lists, and clean your data regularly. 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.
Comparing UserGems vs. ZoomInfo for tracking job changes
3. LinkedIn Sales Navigator
LinkedIn Sales Navigator lets you identify target companies, track job changes, and reach out to prospects across LinkedIn's 500M+ member network.
The platform surfaces lead updates and company insights you can reference in outreach, making both cold and warm conversations more relevant.
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.
Comparing UserGems vs. LinkedIn Sales Navigator for tracking job changes
4. 6sense
6sense combines intent data with predictive AI to show you which accounts are researching solutions and when they're ready to talk.
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 combines intent signals, predictive scoring, and campaign tools so your teams can target accounts that are actually in-market.
It is 4.5 out of 5 stars based on 374 reviews on G2.
5. Clearbit
Clearbit's data activation platform allows you to discover high-value leads and engage them, potentially converting them into customers.
Its flexible ABM 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 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 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 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’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 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.
What's the difference between demand generation and account-based marketing?
ABM tools for CRM and reporting
11. Salesforce
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's CRM
HubSpot’s [CRM] and 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 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 helps businesses with B2B lead generation through webinars and virtual events.
The account-based marketing software 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’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 and conversations in order to accelerate their sales pipeline.
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
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 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’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 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 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.
65 account-based marketing stats every revenue marketer needs to know in 2022
Account-based marketing tools for marketing automation
21. 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 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
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.
Account-based marketing software for sales outreach
24. 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 ABM 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'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 ABM 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’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 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’s unified sales platform focuses on helping companies elevate their customer conversations to drive strategic growth.
This all-in-one account-based marketing 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 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 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 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 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 helps large companies and growing brands create stronger customer relationships by delivering “moments of delight” that capture leads’ attention.
Their ABM 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 buying intent 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 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 tools for account-based marketing.
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.
Try our marketing audit template to help keep your marketing strategy on track and our account-based marketing checklist.
