The Best 5 ABM Platforms in 2023

Account-based marketing (ABM) software platforms realign marketing and sales departments away from general branding and lead generation strategies by identifying quality target accounts prior to implementing a tailored marketing strategy.

ABM platforms offer tools to automate and reduce the lengthy process of identifying prospects and dedicating the right resources to nurture the most promising accounts. ABM platform enables users to generate highly qualified leads, craft personalized buying journeys, increase customer lifetime value, and build further opportunities for in-pipeline accounts.

ABM allows users to combine prospect data with real-time customer experience technologies to facilitate an account-based marketing strategy. This enables organisations to align marketing and sales teams toward the company’s goals. ABM software can be used to acquire new accounts, nurture existing and promising accounts, and expand and grow enterprise accounts. Some ABM products can integrate with third-party sales and marketing applications, such as marketing automation platforms and customer relationship management, or CRM software, to better target and prioritize communications with key accounts.

A good ABM platform should be anyway evaluated based on its alignment with the marketing’s ABM strategy. Sketch out how account data is being acquired, what records it needs to update, what data needs to be recorded, who needs to see it, and which other systems it needs to flow to. An ABM platform must support your organisation’s workflow and strategy.

Choosing the best Account-Based Marketing Software Platform is not an easy job. I tested and selected the five best platforms in the market on these criteria:

• Accuracy and Robustness of data
• Availability of data for target accounts
• Varied sources and types of data
• Relevant data to industry or selling strategy
• Effectiveness of lead qualification
• IP address availability
• Ease of ad campaign orchestration
• Building multi-channel campaigns
• Syncing IP- and cookie-targeted campaigns
• Advertising effectiveness
• Reaching target audiences
• Engagement
• Dashboard and metrics
• Page design ease and flexibility
• Management of personalization campaigns
• Smoothness and quality of web experience
• Engagement Analytics

 1. 6sense

6sense’s ABM tool can help your marketers and sales reps gain helpful insights on buyer behaviour, identify relevant accounts, and drive the right action at the right time across various channels.

The platform delivers intent-based data and rich insights to help you develop those all-important personalized ABM campaigns. The 6sense Dark Funnel tool shines the light on anonymous buyer research, so you understand exactly what your prospects want, and engage them in the most impactful way.

6sense helps you deliver consistent marketing experiences that scale and evolve as your prospect moves through the sales funnel.

6Sense is a great tool for giving extensive information about a company or contact, as well as what they’re looking for, from within Salesforce. This aids in generating leads and initiating meaningful conversations and I can target accounts with marketing display ads and nurture emails to warm them up before passing them along to business development, and I can schedule meetings more quickly and shorten the prospecting and sales cycles using the data provided by 6sense.

It’s also great for determining prospect behaviour and ROI from sales and marketing campaigns and it allows me to implement an account-based selling strategy. 6sense has removed the lid on dark data across several organizations and it’s a part of my Revenue Technology stack that I can’t do without it because of the integrations, data, and up-levelling of aligned Sales/Marketing techniques. For account analytics, account targeting targeted sponsored media delivery, and lead targeting it served as a springboard to move beyond an MQL and focus on genuine intent data.

The main features of this platform are:

• Discover invisible intent signals from interested buyers.
• Account Identification
• Data Enrichment & Management
• Intent Data
• Precisely predict which accounts are ready to buy.
• Audience Building
• Predictive Analytics
• Orchestrations & Workflows
• Advertising
• Conversational Email
• Pipeline Intelligence
• Sales Intelligence

2. Demandbase

The Demandbase ABM/ABX Cloud focus ABM on the customer experience. It uses Account Intelligence, rich and reliable account-level insight, to help you orchestrate sales and marketing moves and inject relevance into every stage of the B2B buying journey. You’ll get a single pane of glass that connects every source of intelligence and insight — and every sales and marketing play — so you spot opportunities earlier, engage with them more intelligently, and close deals faster. Create precise audiences using our Account Intelligence, your CRM and MAP data, intent signals, technographic, and more.

Then leverage additional capabilities for greater precision and control: the only B2B advertising platform optimized to reach whole buying teams, increase website conversions with personalization, coordinate meaningful customer interactions across your ecosystem and channels, and measure how marketing and sales activities drive pipeline and revenue. With Demandbase ABM/ABX Cloud, you can coordinate all GTM touches for spam-free, low-friction buying.

I like the most the fact that Demandbase is taking into consideration both the marketing team’s need to drive users down their funnel, but also align the needs with the sales team’s needs regarding getting the right information, tailor their sales pitch to the leads, and nurture them so they will be ready for their next step. Their tool can help with segmenting the right accounts/persons, using all data possible and allowing marketers the ability to match laser-focused marketing messages, especially for those segments to catch the leads that qualified for our needs.

The main features of this platform are:

• First-party, third-party & behavioural data
• Company Data
• B2B Contact Data
• Intent Data
• Technographics
• Account Identification
• News & Social Insights
• Plug-and-play with leading technologies
• Enterprise-grade security & compliance
• Engagement Platform
• Orchestration
• Personalization
• Digital air cover
  Intelligence everywhere
• Data Integrity
• API Integration
• D2 Labs
• Sales Intelligence Cloud

3. Terminus

Terminus empowers marketers to surround ideal customers with multi-channel experiences fueled by first-party data, best-in-class advertising, and a scalable ABM approach. Top-performing marketing teams deliver a sustainable growth advantage with Terminus, the True ABM platform. Terminus supports pipeline creation, acquisition, retention, and expansion and helps you to build a compounding first-party data asset for targeting and identification that is not reliant on cookies and goes beyond the intent to include multiple buying signals.

Multichannel marketing is core to its offering, so you can easily build customized campaigns across display advertising, LinkedIn, email marketing, retargeting, personalized web pages, chat, and the rest. Terminus is pretty smart too – it automatically alerts sales reps when prospects engage with your campaign, centralizes account information, and delivers pipeline prediction to help your teams capture more opportunities.

As ABM Platform delivers engaging human experiences across Ads, Chat, Web, and Email. it’s easy to use but there is a lack of integration with other MarkTek and CRM such as Hubspot and Salesforce.

The main features of this platform are:

• Engagement Hub
• Data Studio
• Intent Data
• Measurement Studio
• Partner Marketplace
• Engagement Channels
• LinkedIn connector
• Ad Experiences
• Email Experiences
• Chat Experiences
• Web Experiences
• Sales Experiences