What it does
These platforms combine and enrich first-, second-, and third-party data to create detailed account views, using predictive analytics and real-time intent signals to prioritize high-value accounts.
Account Based Marketing (ABM) Platforms
ABM
Account-based marketing (ABM) platforms manage account profiles to drive targeted engagement and revenue growth. These platforms combine and enrich first-, second-, and third-party data to create detailed account views, using predictive analytics and real-time intent signals to prioritize high-value accounts. They engage through multiple channels, including display advertising, social media, email, and web personalization, to deliver personalized campaigns and messaging. The outcome is accelerated pipeline growth and improved ROI, with a focus on continuous engagement and collaboration between marketing and sales teams.
Explore capabilities and vendors
Select capabilities to see vendors ordered by coverage. Each square represents a selected capability; filled squares indicate listed coverage.
Explore vendors
-
Informa TechTarget
-
Leadspace
-
Terminus
-
Expandi Group
-
MRP
-
Adobe
Who it is for
ABM platforms are ideal for B2B revenue teams aiming to align around shared pipeline and revenue goals.
When to consider
When your marketing and sales teams have trouble coordinating, consider this category.
What buyers get
Faster execution, Bigger pipeline and scale, Wider reach and engagement, Better return on spend
Where it is heading
Enhanced real-time personalization will enable more precise and timely engagement with target accounts.
Not to be confused with
MAP, CDP, Other
What it does
Target and prioritize
Account Data Management
Combining, enriching, and maintaining first-, second-, and third-party data to create concrete account profiles, ensuring data accuracy, consistency, completeness, deduplication, validation, and compliance with data governance standards.
Understand and analyze
Account Intelligence and Segmentation
Using advanced intent data and predictive analytics to dynamically segment, select, and prioritize target accounts based on ICP models, real-time buying intent, and journey-specific indicators, enabling precise audience targeting.
Account Analytics and Insights
Delivering a single view of account engagement across the full funnel by integrating cross-channel performance metrics, attribution modeling, persona mapping, engagement trends, and AI-powered insights to continuously refine engagement strategies.
Engage and activate
Campaign Management and Orchestration
Enables marketers to plan, create, execute, and measure display advertising campaigns and multichannel journey orchestration across the open internet and mobile apps, driving engagement and progression of complex buying journeys.
Enable and hand off
Sales Insights and Alerts
Notifies sales teams about key account activity, providing prescriptive insights to further engagement with buyers, delivered via email and integrations with business communication, SFA, or sales engagement tools.
Lead Generation and Enrichment
Capability to generate and enrich leads based on account engagement levels, intent behavior, and business attributes to support cross-selling and upselling, enhancing sales opportunities.
Measure and prove
Attribution Modeling and Optimization
Rule-based or algorithmic modeling that quantifies the influence of multiple channels, campaigns, or content on conversion events such as opportunity creation or closed/won deals, providing insights to refine engagement strategies.
Integrate and extend
Integration and Interoperability
Connectivity across CRM, MAP, sales engagement, social advertising, DSPs, content syndication, conversational marketing, web personalization, and analytics platforms with API support and bi-directional data synchronization.
Boundaries & tech stack
ABM platforms differ from B2B marketing automation platforms. They focus on account profiles, not individual leads; unlike customer data platforms, ABM platforms integrate predictive analytics and real-time intent data to prioritize accounts. Sales engagement platforms concentrate on direct sales interactions and do not emphasize marketing and analytics as much.
MAP
ABM platforms differ from B2B marketing automation platforms (MAP) by focusing on account profiles rather than individual leads.
CDP
They also distinguish themselves from customer data platforms (CDP) by integrating predictive analytics and real-time intent data to prioritize accounts.
Other
Sales engagement platforms, on the other hand, focus more on direct sales interactions and less on the broader marketing and analytics capabilities of ABM platforms.
Tech stack
B2B Marketing Automation Platforms (MAP)
Customer Data Platforms (CDP)
Sales Engagement Applications
B2B Intent Data Providers
Customer Intelligence Applications
Sales Intelligence
Demand-Side Platform (DSP)
Market overview
The ABM platform market is diverse, with leading vendors like 6sense and Demandbase One expanding their offerings to include advanced analytics and integrations. Strong contenders like Terminus are also gaining traction. This market is growing as more companies recognize the value of ABM in driving targeted engagement and revenue growth.
Category evolution
The ABM platform category is evolving to include capabilities from adjacent fields such as B2B marketing automation and customer data platforms. These new features, like advanced analytics and real-time personalization, enhance the management of account profiles and the prioritization of high-value accounts. Some vendors are carving out specialized niches by focusing on specific verticals or geographies.
Future trends
Enhanced real-time personalization will enable more precise and timely engagement with target accounts. Predictive analytics will become more sophisticated. This offers deeper insights into buyer behavior and preferences. Integration with conversational marketing platforms will facilitate more personalized interactions. Vertical-specific strategies will become more prevalent, catering to unique industry needs.
Product innovation
Vendors are focusing on enhancing real-time personalization and predictive analytics capabilities. Leadfeeder recently integrated with Personyze to deliver more personalized web experiences. Partnerships like the one between NetLine and Demandbase are expanding the reach of ABM programs through content syndication and lead generation; these innovations aim to provide more precise and timely engagement with target accounts.
Market trends
ABM vendors are forming strategic partnerships to enhance capabilities.
Leadfeeder and Personyze have integrated their platforms to offer enhanced ABM personalization, while NetLine and Demandbase have partnered to combine content syndication and lead generation with account-based advertising and targeting.
B2B agencies are being appointed as AORs for ABM initiatives.
Marketbridge was appointed as the B2B Agency of Record by LG Electronics USA's Commercial Display and IT Solutions division, indicating a growing trend of companies relying on specialized agencies for their ABM strategies.
How teams use it
What teams use Account Based Marketing (ABM) Platforms for
Select a use case to explore its details and industries.
No charted use cases match these filters. Browse all use cases or choose another filter.
Execute campaigns
Account selection and targeting
Computer Software
Account intelligence
Campaign management
Information Technology and ServicesMarketing and AdvertisingComputer Software
Measure and optimize
ABM strategy and optimization
Information Technology and ServicesComputer SoftwareComputer & Network Security
Align teams and systems
Account data and lead coordination
Information Technology and Services
Sales and marketing alignment
Information Technology and ServicesComputer SoftwareFinancial Services
No use cases match these filters.
All industries
Choose industry
Where it is used
What do you want from Account Based Marketing (ABM) Platforms?
Explore goals and the customer stories associated with them.
All industries
Choose industry
Explore industries and use cases
Select an industry to filter use cases and outcomes throughout this guide.
Marked cells show listed relationships. Select an industry to read its full use cases.
| Industry | Campaign management | Sales and marketing alignment | ABM strategy and optimization | Account-based marketing for lead generation | Other listed use cases |
|---|---|---|---|---|---|
| Listed | Listed | Listed | Listed | Listed | |
| Listed | Listed | Not listed | Listed | Listed | |
| Listed | Not listed | Not listed | Not listed | Listed | |
| Not listed | Not listed | Not listed | Not listed | Listed | |
| Listed | Not listed | Not listed | Not listed | Listed | |
| Listed | Not listed | Not listed | Not listed | Listed | |
| Listed | Not listed | Not listed | Not listed | Listed | |
| Not listed | Not listed | Not listed | Not listed | Listed | |
| Not listed | Not listed | Not listed | Listed | Listed | |
| Not listed | Not listed | Listed | Not listed | Listed |
Industry adoption
Information Technology and Services
In Information Technology and Services, teams use this category primarily for Campaign management, Sales and marketing alignment, and ABM strategy and optimization. Fingerprint used Spotlight to fix messy ad data and improve their ABM strategy. Before, they struggled with multiple tools and unclear results.
Use cases
- Campaign management
- Sales and marketing alignment
- ABM strategy and optimization
- Account-based marketing for pipeline growth
- Account-based marketing for lead generation
Computer Software
In Computer Software, teams use this category primarily for Account-based marketing for lead generation, Campaign management, and Sales and marketing alignment. The company used Metadata to build dynamic audiences and automate paid social campaigns.
Use cases
- Account-based marketing for lead generation
- Campaign management
- Sales and marketing alignment
- B2B email campaign optimization
- Content syndication for sales alignment
Marketing and Advertising
In Marketing and Advertising, teams use this category primarily for Campaign management, Website visitor intent identification, and CRM integration for sales prioritization. Leadfeeder helped Custobar uncover €180,000 in new sales pipeline in six months. The platform identified anonymous website visitors and integrated intent data into HubSpot.
Use cases
- Campaign management
- Website visitor intent identification
- CRM integration for sales prioritization
- Account engagement measurement for ABM
- Website visitor identification for lead generation
Financial Services
In Financial Services, teams use this category primarily for LinkedIn ABM campaign personalization, B2B lead generation for market entry, and Partner agency identification. Leadfeeder helped a Dutch FinTech company enter the DACH market.
Use cases
- LinkedIn ABM campaign personalization
- B2B lead generation for market entry
- Partner agency identification
- Direct mail for ABM campaigns
- Intent-based account targeting
Electrical/Energy Management
In Electrical/Energy Management, teams use this category primarily for Automated lead generation and targeting, CRM data enrichment and maintenance, and Campaign management. The sales and marketing teams replaced manual lead searches with automated targeting and CRM enrichment.
Use cases
- Automated lead generation and targeting
- CRM data enrichment and maintenance
- Campaign management
- Lead identification and qualification
- Competitor monitoring and CRM enrichment
Hospital & Health Care
In Hospital & Health Care, teams use this category primarily for Campaign management and Account-based marketing display campaigns. Enterprise Health used Leadfeeder's Promote tool to boost brand visibility and support their ABM strategy. Their marketing team ran targeted display ad campaigns, reaching both CRM-listed and new prospects.
Use cases
- Campaign management
- Account-based marketing display campaigns
Telecommunications
In Telecommunications, teams use this category primarily for B2B sales data automation, Customer acquisition targeting, and Campaign management. Leadfeeder helped a German telecommunications company digitize its sales process. Before, 60 sales employees spent too much time on manual B2B data research.
Use cases
- B2B sales data automation
- Customer acquisition targeting
- Campaign management
- Sales data enrichment for lead generation
- Automated company research for cold outreach
Health, Wellness and Fitness
In Health, Wellness and Fitness, teams use this category primarily for Account based marketing for healthcare sales, Sales and marketing alignment with intent data, and Account-based marketing for B2B sales. Foundry ABM helped Clearwave cut their sales cycle by 20%. Clearwave used intent data and Salesforce integration to target buyers. The team built personalized journeys and aligned sales and marketing.
Use cases
- Account based marketing for healthcare sales
- Sales and marketing alignment with intent data
- Account-based marketing for B2B sales
- Sales and marketing alignment reporting
Manufacturing
In Manufacturing, teams use this category primarily for Account-based marketing for lead generation, Website visitor identification and segmentation, and Display advertising for lead generation. Leadfeeder helped Pronomic increase qualified leads by 55% and website traffic by 60%. The platform unified marketing and sales across five European markets.
Use cases
- Account-based marketing for lead generation
- Website visitor identification and segmentation
- Display advertising for lead generation
Computer Hardware
In Computer Hardware, teams use this category primarily for ABM strategy and optimization, ABM messaging strategy for IT buyers, and Cause marketing for brand value alignment. Lenovo uses data-driven ABM to improve marketing ROI.
Use cases
- ABM strategy and optimization
- ABM messaging strategy for IT buyers
- Cause marketing for brand value alignment
No industries match this filter.
Business outcomes
Faster execution
Foundry ABM helped Clearwave cut their sales cycle by 20%.
Account based marketing for healthcare salesSales and marketing alignment with intent data
Leadfeeder helped Schneider Electric cut research time by 90%.
Automated lead generation and targetingCRM data enrichment and maintenance
Deal velocity increased by 41%, and 6x more accounts entered the pipeline.
Campaign management
Bigger pipeline and scale
Opportunity conversion rates rose by 39.7%, and deal value increased 2.5 times.
Sales and marketing alignment
ProfitWell saw a 111% increase in enterprise deals won.
Account-based marketing for enterprise salesContact-level advertising for lead generation
Wider reach and engagement
By using precise audience targeting and removing content gates, they reached 70% of their target audience.
Enterprise buyer engagementSales cycle acceleration
Marketing qualified leads grew by 62%.
Account-based advertising for B2B salesLead qualification and handoff to sales
Branded searches for One Door increased by 66%.
Account-based advertising for B2B salesLead qualification and handoff to sales
Better return on spend
Campaigns achieved a 0.20% average CTR, peaking at 0.33%, with cost-effective eCPC of $3.67 and eCPM of $6.18.
Campaign management
With Recotap, they reached 80% more accounts and cut cost per lead by 66%.
Account-based marketing for lead generationLinkedIn ad campaign optimization
Form fill conversions reached 20-25%, resulting in a 4X return on investment.
LinkedIn ABM campaign automationPersonalized ad targeting for lead generation
Influ2 achieved a 581% ROI from this campaign.
Campaign management
No outcomes match these filters.
Vendor landscape
The ABM platform market is dominated by leaders such as 6sense and Demandbase One, who offer solutions with advanced analytics and integrations. Strong contenders like Terminus are also gaining traction, focusing on specialized verticals and geographies.
0 shortlisted
6sense
6sense normalizes external intent signals from multiple partners into a single behavioral model via its proprietary CDP and AI-driven prediction engine. 6sense's Intelligent Workflows provide a drag-and-drop canvas for orchestrating multi-channel campaigns including display, paid search, social, email, and web personalization in a single interface.
Capabilities
Account Intelligence and SegmentationCampaign Management and OrchestrationAttribution Modeling and Optimization
Use cases
Account intelligenceCampaign management
Demandbase One
Demandbase allows users to deploy multiple customizable predictive models that score accounts based on firmographic fit, intent signals, and engagement patterns without requiring data science resources. Demandbase One for Sales delivers a prioritized list of purchase-ready accounts with Prescriptive Sales Dashboards powered by intent data and predictive models.
Capabilities
Account Data ManagementAttribution Modeling and OptimizationSales Insights and Alerts
Use cases
Account data and lead coordinationSales and marketing alignment
Dun & Bradstreet
The globally recognized D-U-N-S Number provides more precise company matching and acts as a data hygiene and structure enabler, differentiating D&B from typical ABM vendors. D&B Hoovers uses a global commercial database of 171M+ business records and 136M+ professional contacts for deep sales intelligence.
Capabilities
Account Data ManagementAccount Intelligence and SegmentationSales Insights and Alerts
Use cases
Account intelligenceAccount data and lead coordinationSales and marketing alignment
Informa TechTarget
Approximately 90% of Informa TechTarget's intent data is proprietary first-party data from direct prospect registrations and categorized content consumption, yielding higher signal precision than third-party web scraping. IntentMail AI uses Prospect-Level Intent data to automatically generate hyper-personalized sales emails based on individual research activity, integrating with Outlook, Outreach, and Salesloft.
Capabilities
Account Data ManagementSales Insights and AlertsIntegration and Interoperability
Use cases
Account data and lead coordinationSales and marketing alignment
Jabmo
Jabmo offers multi-source third-party intent data with look-alike keyword suggestions and a contact center to validate intent signals. Jabmo is priced below average with modular flexibility, making it suitable for its midmarket focus.
Capabilities
Account Data Management
Use cases
Account data and lead coordination
Leadspace
Leadspace Revenue Radar integrates four AI-based scoring layers—Predictive Fit, Intent, Persona, and Engagement—into a model-driven CDP for account and contact prioritization. Leadspace performs identity resolution using deterministic and probabilistic methods with hierarchical mapping across companies, business units, and buying centers.
Capabilities
Attribution Modeling and Optimization
Madison Logic ABM
ML Insights provides an AI-powered intent dataset covering 17,000 business topics with 20+ billion monthly research signals across 415+ million B2B professionals in 130+ countries. ML Measurement combines cross-channel performance with buying group insights and sales data to demonstrate revenue influence and ROI across content syndication, CTV, audio, LinkedIn, and display.
Capabilities
Account Data ManagementSales Insights and AlertsAccount Analytics and Insights
Use cases
Account data and lead coordinationSales and marketing alignment
Declared use cases
- Campaign management
- ABM strategy and optimization
- Account-based marketing for lead generation
N.Rich
N.Rich offers the only purpose-built B2B DSP for account-based advertising, activating buying committees across 5000+ websites and social platforms with AI-optimized real-time engagement. N.Rich continuously updates dynamic ICPs using CRM insights like deal value, win rate, and sales cycle length for precise targeting.
Capabilities
Sales Insights and AlertsAccount Analytics and Insights
Use cases
Account selection and targetingSales and marketing alignment
Declared use cases
- Account-based marketing for enterprise demand generation
- Intent data-driven account targeting
AdRoll ABM (formerly RollWorks)
RollWorks' Account Spike Data highlights accounts showing increased engagement and automatically triggers alerts in CRM systems for timely sales follow-up. RollWorks integrates with a wide range of platforms spanning intent data, direct mail, marketing automation, sales engagement, CRM, and web personalization.
Capabilities
Account Data ManagementSales Insights and Alerts
Use cases
Account data and lead coordinationSales and marketing alignment
Declared use cases
- Sales and marketing alignment
- Account-based marketing for B2B sales
- Sales and marketing alignment reporting
Terminus
Terminus' Intent Navigator combines keyword and intent data to track trends, surges, and topics, with AI-powered engagement models to automatically target purchase-ready accounts. Terminus Email Experiences turns email signatures into a personalized advertising channel with 1:1 targeted banner ads, A/B testing, and buying intent signals from email and calendar data.
Capabilities
Account Data ManagementAttribution Modeling and Optimization
Use cases
Account selection and targetingAccount data and lead coordination
ZoomInfo
ZoomInfo Copilot uses generative AI to surface account insights, craft personalized messages, and recommend next-best actions by analyzing intent, engagement, and firmographic signals. ZoomInfo uses AI to automatically generate and continuously refine the ICP and Account Fit Scores based on prospecting history, eliminating the need for manual updates.
Capabilities
Sales Insights and AlertsAccount Analytics and Insights
Expandi Group
Expandi's platform uses IP address and hashed email technology with extensive EMEA and US B2B databases to enable cookie-free, targeted digital advertising. Expandi's site visitor identification tracker accurately identifies anonymous website visitors, maps them to firmographic data, and enables real-time activation of account-based advertising.
Capabilities
Account Data Management
Use cases
Account selection and targetingAccount data and lead coordination
MRP
MRP Prelytix® coordinates account-based programs across multiple partners, business units, industries, and geographies in an omnichannel environment. The platform provides integrated data intelligence for ingesting, maintaining, and operationalizing structured data from CRM, MA, and external sources.
Capabilities
Account Data ManagementAccount Intelligence and Segmentation
Use cases
Account intelligenceAccount data and lead coordination
Adobe
Adobe's ABM platform generates customer insights to enable data-driven decisions. Adobe uses firmographic, behavioral, and geographic data to deliver personalized experiences to individual accounts.
Capabilities
Account Data ManagementSales Insights and AlertsAccount Analytics and Insights
Use cases
Account data and lead coordination
Leadfeeder
Leadfeeder helps organizations identify new accounts and understand when target accounts visit their website. Leadfeeder enables organizations to develop, segment, and sync high-intent accounts from website traffic.
Use cases
Account selection and targeting
Declared use cases
- Website visitor intent identification
- CRM integration for sales prioritization
- Automated lead generation and targeting
Foundry ABM (formerly Triblio ABM)
Triblio's platform emphasizes intent data with the ability to filter intent topics or keywords and automatic lead-to-account matching. Triblio provides precision targeting, behavioral and social advertising, and visitor retargeting to drive brand awareness.
Capabilities
Account Data ManagementLead Generation and Enrichment
Use cases
Account selection and targetingAccount data and lead coordination
Declared use cases
- Account based marketing for talent solutions
- Intent data-driven sales prioritization
- Account based marketing for healthcare sales
No vendors match these filters.
Other vendors
Aberdeen MarketspaceAccountPalAdDaptive PlatformAgent3Bilin PlatformBombora Audience SolutionsBombora MeasurementBrightInfoConnectAndSell PredictivepursuitCyanceEnlyft PlatformFolloze PlatformInflu2InfodeskIntegrate Demand Acceleration PlatformIntentsifyKwanzooLeandataLocalwellMetadata PlatformMomentum ITSMAPostalRAD IntelRecotapRRPFXSwoopTraction CompleteWicked ReportsXiQ
Considerations for your team
When to consider
When your marketing and sales teams have trouble coordinating, consider this category. It offers a single platform. This platform helps manage account-based marketing campaigns effectively.
Best for
ABM platforms are ideal for B2B revenue teams aiming to align around shared pipeline and revenue goals. They benefit from managing account profiles and prioritizing high-value accounts. This enables targeted engagement across multiple channels for SMBs and large enterprises alike.
Typical buyers
B2B revenue teams use ABM platforms to align around shared pipeline and revenue goals. These teams range from SMBs to large enterprises and use ABM platforms for customer acquisition, precision account targeting, intent-driven outreach, pipeline acceleration, churn mitigation, and account expansion. A technology marketer in a company with $100 million or more in annual revenue might allocate a significant portion of their marketing technology budget to an ABM platform to drive targeted engagement and revenue growth.
Category news
Read more category news and updates
ABM vendors are forming strategic partnerships to enhance their capabilities, integrating platforms for better personalization and lead generation. B2B agencies are also being appointed as AORs for ABM initiatives, highlighting the increasing reliance on specialized expertise.
Integration partnerships
ABM vendors are forming strategic partnerships to enhance capabilities.
Leadfeeder and Personyze have integrated their platforms to offer enhanced ABM personalization, while NetLine and Demandbase have partnered to combine content syndication and lead generation with account-based advertising and targeting.
Agency appointments
B2B agencies are being appointed as AORs for ABM initiatives.
Marketbridge was appointed as the B2B Agency of Record by LG Electronics USA's Commercial Display and IT Solutions division, indicating a growing trend of companies relying on specialized agencies for their ABM strategies.