Traditional B2B marketing often focuses on generating as many leads as possible. However, more leads do not always mean more revenue.
For businesses selling high-value products or services, targeting the right companies can be far more important than attracting thousands of random visitors. This is where Account-Based Marketing (ABM) software becomes valuable.
ABM software helps marketing and sales teams identify high-value accounts, understand buying signals, personalize campaigns, and measure how target companies move through the sales pipeline.
Instead of asking, “How do we generate more leads?” account-based marketing asks, “Which companies are most likely to become valuable customers?”
In this guide, we’ll explore the best account-based marketing software, important features to consider, and how to choose the right platform for your B2B business.
What Is Account-Based Marketing Software?
Account-based marketing software helps businesses run marketing campaigns focused on specific companies or accounts.
These platforms can help teams:
- Identify target accounts
- Track account activity
- Analyze buyer intent
- Find potential decision-makers
- Personalize marketing campaigns
- Run account-based advertising
- Coordinate sales and marketing
- Track pipeline influence
- Measure campaign performance
Modern ABM platforms vary widely. Some focus on predictive intent data and account identification, while others emphasize advertising, personalization, or multi-channel campaign orchestration.
Best Account-Based Marketing Software
The best ABM platform depends on your company size, budget, target market, and existing marketing technology.
Popular options for businesses evaluating ABM technology include 6sense, Demandbase, RollWorks, DemandScience, HubSpot ABM, ZoomInfo Marketing, and other specialized account intelligence platforms.
1. 6sense – Best for Enterprise Account Intelligence
6sense is one of the best-known platforms in the account-based marketing space.
It focuses heavily on identifying accounts that may be actively researching solutions. The platform uses intent signals and predictive analytics to help sales and marketing teams prioritize companies that appear more likely to enter the buying process.
This can be particularly useful for businesses with long and complex sales cycles.
Instead of treating every target account equally, teams can focus more attention on accounts showing stronger buying signals.
Best for: Enterprise B2B companies with complex sales cycles and large target account lists.
2. Demandbase – Best for Enterprise ABM Campaigns
Demandbase is a major ABM platform designed to help businesses identify, target, engage, and measure high-value accounts.
The platform supports account intelligence, advertising, targeting, and campaign measurement.
Demandbase can be particularly useful when sales and marketing teams need a shared view of important accounts.
Its broad feature set makes it more suitable for organizations with dedicated marketing operations and ABM resources.
Best for: Mid-sized and enterprise businesses running large-scale account-based marketing campaigns.
3. RollWorks – Best for Mid-Market Businesses
RollWorks is often considered an accessible option for companies that want to implement account-based marketing without immediately adopting a large enterprise platform.
It focuses on account targeting, advertising, audience management, and integrations with popular business platforms.
For growing B2B companies, RollWorks can provide a practical starting point for account-based advertising and marketing automation.
Best for: Small and mid-sized B2B businesses starting with ABM.
4. DemandScience – Best for Multi-Channel Demand Generation
DemandScience provides demand generation and account-based marketing capabilities designed to help businesses reach relevant audiences through multiple channels.
Businesses should note that the ABM market has changed through acquisitions and consolidation. Terminus is no longer generally evaluated as the same standalone vendor it once was, with its technology and operations now associated with DemandScience.
The platform can be relevant for businesses that want ABM capabilities alongside broader B2B demand generation activities.
Best for: B2B companies looking for multi-channel demand generation and account-focused marketing.
5. HubSpot – Best for HubSpot Users
HubSpot can be a practical option for businesses already using its CRM and marketing tools.
Its account-based marketing capabilities allow teams to organize target accounts, monitor engagement, coordinate marketing and sales activities, and manage customer relationships from within the broader HubSpot ecosystem.
One major advantage is reducing the need to move data between multiple disconnected systems.
Best for: Businesses already using HubSpot CRM and marketing tools.
6. ZoomInfo – Best for B2B Data and Account Research
ZoomInfo is widely used for B2B company and contact intelligence.
For account-based marketing teams, access to company information and relevant decision-maker data can help build and refine target account lists.
It can be especially useful for sales and marketing teams that need to research companies, identify contacts, and improve account targeting.
Best for: B2B teams that prioritize company intelligence and contact data.
7. Bombora – Best for B2B Intent Data
Bombora is known for B2B intent data.
Intent data can help businesses understand whether companies are showing increased interest in particular topics or solutions.
For example, if a target company is actively researching a category related to your product, that information may help your sales and marketing teams prioritize outreach.
Intent data can be especially valuable when combined with a CRM, marketing automation platform, or broader ABM strategy.
Best for: Businesses that want additional B2B buying-intent insights.
Why Businesses Use Account-Based Marketing Software
ABM software can help businesses focus their marketing budget on companies that have the highest potential value.
Better Targeting
Instead of advertising to a broad audience, businesses can focus campaigns on specific companies that match their ideal customer profile.
Improved Sales and Marketing Alignment
ABM requires sales and marketing teams to work toward the same target accounts.
The software can provide a shared view of account engagement and campaign activity.
Personalized Marketing
Different companies have different challenges.
Account-based marketing allows businesses to create more relevant content, advertising, landing pages, and outreach for important accounts.
Better Pipeline Visibility
ABM platforms can help businesses understand how marketing activity influences opportunities and revenue.
This is particularly important for companies with long sales cycles.
Key Features to Look For
Not every business needs the most expensive ABM platform.
Focus on the features that solve your biggest marketing and sales challenges.
Account Identification
The software should help you build and manage a list of companies that match your ideal customer profile.
Useful filters may include:
- Industry
- Company size
- Revenue
- Location
- Technology usage
- Employee count
- Business type
Intent Data
B2B intent data helps identify companies that may be researching products or services related to your business.
However, intent data quality and how signals are interpreted can vary significantly between platforms.
Account Scoring
Account scoring helps teams prioritize companies.
Instead of manually reviewing hundreds of accounts, businesses can use engagement and behavioral information to identify higher-priority opportunities.
Account-Based Advertising
Many ABM platforms support targeted digital advertising.
This may include display advertising and integrations with other advertising channels.
Account-based advertising can help keep your company visible to important prospects throughout a long buying journey.
CRM Integration
Integration with platforms such as Salesforce or HubSpot can be extremely valuable.
Marketing and sales teams should not have to manually copy account information between multiple systems.
Reporting and Attribution
Look for software that helps answer questions such as:
- Which accounts are engaging?
- Which campaigns influence opportunities?
- Which target accounts are moving through the pipeline?
- How much revenue is influenced by marketing?
Account-Based Marketing for Small Businesses
Small businesses should be careful before investing in a large enterprise ABM platform.
Some ABM platforms require significant budgets, advertising spend, implementation time, and internal expertise.
For a smaller business, a simpler technology stack may be more practical.
You may only need:
- A CRM
- A well-defined target account list
- Company data
- Email marketing tools
- Marketing automation
- LinkedIn advertising
- Website analytics
Businesses with smaller account lists may not need a full enterprise ABM suite. A focused account list and a simpler marketing stack can sometimes be more practical.
Account-Based Marketing Software for Large Businesses
Large enterprises often have more complex requirements.
They may need:
- Advanced intent data
- Predictive account scoring
- Multi-channel advertising
- Large-scale personalization
- Global account management
- Complex CRM integration
- Revenue attribution
- Sales intelligence
- Marketing automation
Platforms such as 6sense and Demandbase are commonly positioned toward larger organizations that require full-funnel ABM capabilities.
How Much Does Account-Based Marketing Software Cost?
ABM software pricing varies significantly.
Some platforms offer entry-level options for growing companies, while enterprise platforms may use custom pricing.
Your total account-based marketing software cost may include:
- Platform subscription
- User licenses
- Advertising spend
- Implementation
- CRM integration
- Data services
- Employee training
- Marketing operations support
Many enterprise vendors use custom pricing, so businesses should evaluate the total cost rather than focusing only on the software subscription.
How to Choose the Best ABM Software
Before purchasing software, identify your biggest challenge.
If You Need Better Account Intelligence
Prioritize intent data and account scoring.
If You Need Account-Based Advertising
Look for strong audience targeting and advertising capabilities.
If You Already Use HubSpot
Evaluate whether HubSpot’s existing tools can meet your ABM requirements before adding another expensive platform.
If You Have a Small Marketing Team
Choose software that is easy to implement.
Complex enterprise systems can require significant operational resources.
If You Have a Long Sales Cycle
Prioritize account engagement tracking, buyer intent, personalization, and pipeline reporting.
Common Account-Based Marketing Mistakes
One common mistake is targeting too many companies.
ABM works best when businesses clearly define their ideal customer profile (ICP).
Another mistake is purchasing expensive software before developing an ABM strategy.
Technology cannot solve a poorly defined targeting strategy.
You should first determine:
- Which accounts matter most?
- Who are the decision-makers?
- What problems do they have?
- What content will help them?
- Which channels do they use?
- How will sales follow up?
The software should support your strategy—not become the strategy.
Final Thoughts
The best account-based marketing software depends on your business size and ABM goals.
6sense is a strong option for enterprise teams that prioritize intent data and predictive account intelligence. Demandbase is well suited to organizations looking for a comprehensive ABM platform. RollWorks can be attractive for mid-market businesses, while HubSpot may be a practical choice for companies already using its CRM ecosystem. ZoomInfo and Bombora can also provide valuable data and intent capabilities as part of a broader B2B marketing stack.
The most important step is understanding what problem you need to solve.
Don’t purchase a complex ABM platform simply because it has advanced features. Start with a clear ideal customer profile, a focused list of target accounts, and strong sales and marketing alignment.
The right software can then help you identify opportunities, personalize engagement, and turn high-value target accounts into long-term customers.
What is the best account-based marketing software?
Popular account-based marketing platforms include 6sense, Demandbase, RollWorks, DemandScience, HubSpot, ZoomInfo, and Bombora. The best choice depends on your business size, budget, and ABM strategy.
What does ABM software do?
ABM software helps businesses identify, prioritize, engage, and measure high-value target accounts through account intelligence, intent data, advertising, personalization, and reporting.
Is account-based marketing suitable for small businesses?
Yes, but small businesses may not need an expensive enterprise ABM platform. A focused target account list combined with CRM, email marketing, advertising, and analytics tools may be sufficient.
What is account-based marketing in simple words?
Account-based marketing is a B2B strategy where a business treats specific companies as individual markets and creates personalized marketing campaigns for them.