10 Best Account Based Marketing Software You Need to be Using

If you’re in B2B marketing, you know how frustrating it can be to cast a wide net and still not catch the right leads. That’s where account based marketing comes in. Instead of trying to appeal to everyone, ABM focuses on targeting high-value accounts with personalized messaging and outreach. But, ABM isn’t something that you can manage manually. That’s where account based marketing software come in to play. In this article, we are going to go through the top 10 account based marketing software that your team needs to be using. First, let’s define what account based marketing even is.

What is Account Based Marketing?

Account based marketing, or ABM,  is a highly targeted approach to B2B marketing that focuses on engaging specific, high-value accounts, rather than casting a wide net to capture a broad audience. In ABM, marketing and sales teams work together to create personalized campaigns designed to resonate with the decision-makers at these key accounts. Instead of wasting resources on untargeted leads, ABM ensures that every marketing touchpoint is focused on driving results with accounts that are most likely to convert. The approach involves understanding the unique challenges of each target account and crafting tailored messaging and solutions to address those pain points. Take a look at our article, What is Account Based Marketing (ABM), if you’re still unsure about the ins and outs.

Top 10 Account Based Marketing Software

Now that you know what ABM is, and why it’s important, let’s go over our list of the top 10 account based marketing software that you should be using.

1. Demandbase

Demandbase is one of the biggest names in ABM, and for good reason. It helps businesses identify their ideal accounts using AI-powered intent data and then serves those accounts with personalized ads, emails, and content. What sets Demandbase apart is its ability to integrate with CRMs, marketing automation tools, and analytics platforms, ensuring marketing and sales teams stay aligned. Demandbase has a 4.4 out of 5 star rating on G2 Crowd.

2. Visitor Queue

Visitor Queue takes a different approach to ABM by helping businesses identify which companies are visiting their website, even if they don’t fill out a contact form. This means you can uncover potential leads that are already showing interest in your business but haven’t reached out yet. With Visitor Queue, you can see detailed insights into company activity, including which pages they visited and how much time they spent on your site. This allows you to follow up with personalized outreach based on what they’re interested in, making it easier to turn website visitors into high-quality leads. Visitor Queue has a 4.5 out of 5 star rating on G2 Crowd.

3. DemandScience

If you’re looking for an ABM platform that goes beyond just email and CRM targeting, DemandScience, formerly Terminus, is worth checking out. It’s best known for its account based advertising capabilities, allowing businesses to run targeted display and social ads directly to decision-makers at their key accounts. Beyond ads, they help businesses manage multi-channel engagement, analyze account activity, and measure success through detailed reporting tools. It’s a solid choice for B2B marketers who want to run data-driven, personalized campaigns at scale. DemandScience has a 4.4 out of 5 star rating on G2 Crowd.

4. HubSpot

HubSpot might be most well known for its inbound marketing tools, but it also has a number of ABM features. Businesses can use HubSpot to segment and manage target accounts, personalize outreach, and track engagement all in one place. One of the biggest advantages of HubSpot is its ease of use. Unlike some complex ABM platforms, HubSpot is intuitive and beginner-friendly, making it a great choice for businesses that want to dip their toes into ABM without a steep learning curve. And, it’s always nice having your CRM and other marketing strategies all in one place. HubSpot has a 4.4 out of 5 star rating on G2 Crowd.

5. 6sense

6sense focuses on predictive analytics, using AI and intent data to identify companies that are actively researching your competitors, even before they visit your website. This allows you to reach potential customers at just the right moment. What makes 6sense stand out is its real-time insights into account behavior. You can see which prospects are showing buying intent and tailor your messaging accordingly. It’s a powerful tool for businesses that want to stay ahead of the competition by engaging leads before they even enter the sales funnel. They have a 4.3 out of 5 star rating on G2 Crowd.

6. Act-On

Act-On is a marketing automation software that has ABM features included in it. It helps businesses segment their target accounts, create personalized email and content campaigns, and track engagement across multiple channels. Act-On’s biggest strength is its flexibility. Whether you’re just getting started with ABM or running a large scale, Act-On adapts to your needs. It’s a great choice for businesses that want a mix of traditional marketing automation and ABM tools in one platform. They have a 4.1 out of 5 star rating on G2 Crowd.

7. Salesforce Pardot

Pardot, by Salesforce, is a B2B automation tool that includes a number of ABM features that your company can benefit from. It allows businesses to segment target accounts, personalize email outreach, and track engagement across multiple touchpoints. What makes Pardot a great ABM tool is its lead scoring and nurturing capabilities. It helps sales and marketing teams stay aligned by ensuring that the right prospects receive the right messages at the right time. Plus, since it’s part of Salesforce, it integrates seamlessly with CRM and sales automation tools. Pardot has a 4.0 out of 5 star rating on G2 Crowd.

8. LeanData

LeanData is all about lead routing and sales alignment. It helps businesses ensure that their ABM leads get to the right sales reps quickly. This eliminates inefficiencies in the sales process. With LeanData, you can automate lead assignments, track account engagement, and gain insights into your ABM performance. It’s a great tool for companies that want to improve collaboration between marketing and sales while optimizing their lead management strategy. They have an impressive 4.6 out of 5 star rating on G2 Crowd.

9. Madison Logic

Madison Logic is a data-driven ABM platform that helps businesses identify the best accounts to target and create highly personalized content experiences. It integrates with marketing automation tools and CRMs, making it easy to align marketing and sales efforts. One of Madison Logic’s biggest strengths is its ability to track account engagement across multiple channels. This helps businesses refine their messaging and optimize their ABM strategy based on real-time insights. It’s a great option for companies that want to take a data-first approach to ABM. Madison Logic has a 4.3 out of 5 star rating on G2 Crowd.

10. RollWorks

RollWorks is a comprehensive ABM platform that helps businesses identify and engage high-value accounts. They do this through targeted advertising, sales automation, and in-depth analytics. One of the biggest advantages of RollWorks is its AI-powered account identification. This helps businesses pinpoint the best-fit companies based on intent signals and firmographic data. Once accounts are identified, RollWorks makes it easy to serve personalized ads, track engagement, and optimize outreach to drive conversions. They have a 4.3 out of 5 star rating on G2 Crowd.

What’s Next?

Account based marketing is one of the most effective ways for B2B businesses to engage the right prospects, personalize outreach, and close more deals. But, to execute a successful ABM strategy, your team needs the right tools. The key is to choose software that aligns with your specific goals and team capabilities, as not every business has the same needs. As always, if you have any questions about how to use Visitor Queue to generate leads and improve your account based marketing strategies, do not hesitate to reach out.