8 Best Account-Based Marketing Software for Your Business In 2027

Shortlisted Tools

Tool	Key Features	Best For	Pricing
6Sense	Predictive account intelligence and buying intent	B2B businesses prioritizing high-intent accounts	Custom pricing; contact sales for a quote.
DemandBase	Account intelligence, intent data, and campaign orchestration	Enterprise teams coordinating account-based marketing across sales and marketing	Custom pricing;
ZoomInfo	B2B contact data, company intelligence, and data enrichment	Teams that need contact discovery and account data for targeted prospecting	Custom pricing based on products, licenses, and data access

B2B marketing works best when businesses focus on high-value clients. 

And account based marketing software helps do exactly that. It allows teams to connect with the decision-makers, build a strong relationship, and provide better results. But B2B teams searching for account based marketing software usually want one answer: which platform should we buy?

The better answer is more useful: most successful ABM programs run a stack, not a single product. Some tools identify and prioritize accounts. Others run account-based advertising. Others enrich contacts. And some, including LeadAngel, sit in the CRM and make sure inbound interest from those accounts is matched, routed, and handed off without leaking revenue.

According to NRich’s 2025 State of ABM report survey, only 22% of organizations use a dedicated ABM platform for their business, while many still rely on CRM, marketing automation, LinkedIn, and spreadsheets. Separately, DemandGen’s report shows that 71% of businesses implement an account based marketing strategy for their business. Now that you know the numbers, it is clear that ABM has become an essential part of the workflow. Teams are well aware of its importance and the value it adds to their business.  That gap is why “best ABM platforms” lists that ignore operations tooling mislead buyers.

The important question is which account based marketing software is the best in recent times. This guide covers 8 top account based marketing software and supporting tools for 2027, grouped by the job each product actually does—including where LeadAngel fits honestly as a B2B lead management platform that supports ABM, not as a full ABM advertising suite.

So, without any delays, let’s get started.

What Is Account-Based Marketing Software?

Account based marketing software is a digital tool that helps B2B businesses to target and engage with their high-value customers through ABM strategies. ABM software helps you target accounts, personalize outreach, and track performance analytics. 

This software syncs with the CRM; hence, activities such as scoring, account-level information, and pipeline influence appear in one place. The best account-based marketing software helps you pinpoint the deal status: when it is hot, when the lead is warm, or when it is cold. Therefore, it acts like a doorway to grab your deal on time and close it efficiently. 

ABM works differently from traditional marketing. They first identify their target accounts, then the person who is the decision-maker, and runs personalized campaigns or build personalized strategies for them. Basically, ABM software provides the automation capabilities along with data intelligence and orchestration. 

Here is an example of account based marketing software for better understanding:

A B2B CRM organization wants to expand its business and does business with a large manufacturing business. The decision-makers involve several different people in different roles. So, an ABM software identifies the target accounts or key stakeholders at each stage and starts personalizing strategies. The CFO, VP of Sales, CRM administrator, and IT director are the decision-makers. Then,

• CFO: Receives a cost-of-ownership analysis and potential ROI model.
• VP of Sales: Sees content about pipeline visibility and sales forecasting.
• CRM administrator: Gets integration documentation, data migration guides, and technical resources.
• IT director: Receives information about security, access controls, and system compatibility.

The software also tracks engagement at the account level. Sales and marketing teams understand which roles are engaging and which stakeholders may still need information.

Outcome: The campaign supports the entire buying committee instead of treating one engaged contact as the only decision-maker.

Why Do You Need Account Based Marketing Software?

As you know, 22% of organizations use account-based marketing (ABM) platforms and software. But have you ever wondered what changes the organization observed? Why do they stick with it, and why is the number growing? Let’s look at the reasons organizations stick with ABM software.

Aligns Sales & Marketing

Businesses often struggle to bring sales and marketing teams to common ground. Both teams have different principles and fundamental operations. The miscommunication between the teams is an everyday scenario. ABM software unifies data, brings everything into one place, and shows the accounts that actually need attention and must be prioritized. 

Personalized Outreach

Account based marketing platforms focus on personalized campaigns and marketing for their target accounts. When something is personalized to higher-priority accounts, the chances of them being connected to that campaign are higher. Personalized campaigns show how a product or business actually helps them solve their problem.  

Precise Audience Targeting

Account based marketing software’s primary step is to find a precise audience before building a strategy. Narrowing down audience gives you more space for making strategy persoanlize and target their pain points more properly. You get a better understanding of your target audience as you study them properly. Hence, it uses AI to find the audience that matches your ideal customer profile. 

Shorter Sales Cycle

Personalized outreach campaigns and aligned sales and marketing teams shorten the overall sales cycle length. A defined target audience and personalized outreach triggers emotional connectivity with the desired audience. It reassures them that the business will solve their problem, and the sales rep does not need much time to convince the prospect about the business. 

Additionally, to shorten your sales cycle, route leads immediately if it falls under hot lead category. Attending to leads within 5 minutes or less helps you grab the prospect’s attention, and the chances of closing the deal increase to a huge positive number. Tools like LeadAngel play a huge role in shaping ABM software and tools in terms of lead routing and lead to account matching. 

What Are The Must-Have Features In An Account Based Marketing Software?

Almost every top account based marketing software looks similar after two to three uses. It becomes harder to analyse and segregate the functionality. So, here are the top features that you must find before adding the title of “best” to any account based marketing software or platform. 

Account Intelligence & Insights

• How effectively does the platform identify and prioritize target accounts? 
• Does it include lead-to-account matching and parent-child hierarchies in your CRM?
• What depth of intent data and behavioral analytics is available?

Cross-Channel Orchestration

• Can the platform coordinate personalized experiences across ads, email, web, chat, and sales outreach? 
• How seamlessly does it integrate with your existing marketing and sales tools, and how often does data sync with the CRM?

CRM Integration & Data Governance

• Is the sync with Salesforce, HubSpot, or Dynamics 365 two-way?
• How does it resolve field conflicts?
• Does it offer role-based permissions, an audit trail, and clear control over what gets written back to CRM records?

Sales Alignment & Workflow

• Do alerts reach reps inside the CRM or sales engagement tool?
• Do they respect territory and account ownership rules?
• Can score thresholds trigger tasks, routing, or sequences without manual work from RevOps?

Reporting & Attribution

• Does the platform provide clear visibility into account engagement and campaign performance by tier?
• Can it attribute revenue impact across complex B2B buying journeys with multiple stakeholders and long sales cycles?

AI & Automation

• Which tasks do AI agents handle, and which require human approval before they run?
• Can an admin review, audit, and reverse any action an agent writes to the CRM?

Scalability, Cost & Time to Value

• What admin skill, implementation effort, and onboarding support are needed before the first campaign launches?
• How does pricing scale with the number of accounts, contacts, modules, and media spend?

How Have We Evaluated The Tools?

SalesOps & RevOps teams juggle numerous tools every day to find the best account based marketing software. Various factors include ICP, CRM integration, data management, ease of use, and whatnot. So, consider this section a quick guide to explain how we have evaluated and ranked the tools. 

Factor	Why It Is Important
ICP and Account Targeting	Helps identify, segment, and prioritize accounts that match your ideal customer profile (ICP).
CRM Integration	Ensures account data, engagement signals, and sales activities sync with platforms such as Salesforce and HubSpot.
Data Management and Enrichment	Helps maintain accurate account records, enrich missing information, and match contacts to the right accounts.
Intent Data and Account Intelligence	Helps identify buying signals and prioritize accounts showing potential interest in your products or services.
Ease of Use and Implementation	Determines how easily teams can configure workflows, onboard users, and manage the platform without excessive administrative effort.
Pricing and Total Cost of Ownership	Helps assess subscription fees, implementation costs, data access, and additional expenses against the expected business value.
Customer Reviews and Ratings	We considered user reviews and ratings on platforms such as G2, Capterra, and Trustpilot to understand customer experiences, ease of use, customer support, implementation challenges, and overall satisfaction.

8 Best Account-Based Marketing Software for Your Business In 2027 (By Job, Not Hype)

Tool	Key Feature	Best For	Pricing
6Sense	Predictive account intelligence and buying intent	B2B businesses prioritizing high-intent accounts	Custom pricing; contact sales for a quote
Demandbase	Account intelligence, intent data, and campaign orchestration	Enterprise teams coordinating account-based marketing across sales and marketing	Custom pricing; contact sales for a quote
ZoomInfo	B2B contact data, company intelligence, and data enrichment	Teams that need contact discovery and account data for targeted prospecting	Custom pricing based on products, licenses, and data access
HubSpot	CRM-connected ABM and marketing automation	SMB and mid-market businesses managing account-based campaigns within their CRM	Free tools available; Marketing Hub Starter starts at $20/month per core seat, with higher-tier plans available
LeadAngel	(ABM operations) Lead-to-account matching, lead routing, and sales handoff automation	SalesOps and RevOps teams that need accurate account matching and automated lead assignment	Offers a free demo on request. Custom tier-based pricing
RollWorks	Account-based advertising and audience targeting	B2B marketing teams running targeted advertising campaigns	Custom pricing for ABM packages; advertising options vary by package
Terminus	Historically, account-based advertising and multichannel engagement	Existing customers evaluating their current Terminus deployment	Custom pricing
LeadFeeder	Website visitor identification and account engagement	Sales and marketing teams identifying potential accounts through website activity	Lite: Free; Discover: from €79/month; Activate: from €369/month; Scale: from €599/month, billed annually

1. 6sense

Category: Full ABM / predictive intelligence

G2 Rating: 4.1/5 

Overview

6sense helps businesses identify and engage in-market accounts using predictive intelligence. It analyzes data to find high-potential accounts and provides insights into their buying journey. Teams can use this information to create personalized strategies and connect through multiple channels.

However, 6sense does not offer transparent pricing, and some users find that setting up predictive models takes time and fine-tuning.

Key Features

• Predictive analytics – Identifies accounts with high potential.
• Journey insights – Tracks account behavior across the sales funnel.
• Multi-channel engagement – Connects with accounts through various platforms.

Pros

• Helps prioritize accounts using intent and predictive insights.
• Supports account-based campaign execution.
• Provides account-level intelligence to inform prospecting.

Cons

• Pricing is not publicly standardized.
• Implementation and configuration require operational resources.
• Intent signals should be validated against the company’s target market.

Pricing

Tailored pricing based on business needs. No public pricing plans are available.

Best For: B2B companies that want predictive account intelligence and intent data to prioritize target accounts.

Website: 6sense.com

2. Demandbase

Category: Full ABM / orchestration

G2 Rating: 4.4/5 

Overview

Demandbase helps B2B teams run ABM campaigns using AI-powered tools for targeting and engagement. It tracks intent data to identify accounts ready to buy and personalizes content to match their needs. Sales teams can also access insights to improve outreach.

Some users say navigating the platform takes time, and integrating Demandbase with existing systems can require extra setup.

Key Features

• Intent data analysis – Identifies accounts with high purchase intent.
• Content personalization – Adjusts messaging based on account needs.
• Sales intelligence – Provides insights to improve engagement and conversions.

Pros

• Easy campaign setup and audience targeting.
• Comprehensive tools for account management and analytics.
• Combines intent signals and website traffic data for better targeting.

Cons

• Pricing requires a sales consultation.
• Complex reporting and customization options.
• Requires training and technical expertise to use advanced features effectively.

Pricing

Pricing varies based on company size and needs.

Best For: Enterprise B2B organizations running coordinated account-based marketing programs across sales and marketing teams.

Website: demandbase.com

3. ZoomInfo

Category: Data and intent supporting ABM

G2 Rating: 4.5/5

Overview

ZoomInfo is a B2B sales intelligence and data platform that helps businesses identify target companies, discover relevant contacts, enrich CRM records, and use buying signals to support prospecting. It is particularly useful for organizations that need reliable company and contact information to support account-based selling.

Key Features

• Data enrichment – Adds missing information to CRM records.
• Intent data – Identifies potential buying interest through research signals.
• B2B contact database – Helps find relevant business contacts within target accounts.

Pros

• Reliable B2B contact data for targeted prospecting.
• Accurate data and intent signals for lead generation.
• Easy-to-use interface for lead enrichment.

Cons

• High pricing for small teams.
• Occasional data inaccuracies and outdated contact information.
• Steep learning curve for new users.

Pricing

Custom pricing based on products, licenses, data access, and contract terms. 

Best For: SalesOps and RevOps teams that need B2B company data, contact discovery, and CRM enrichment to support account-based selling.

Website: zoominfo.com

4. HubSpot (ABM Features)

Category: CRM-native ABM

G2 Rating: 4.4/5

Overview

HubSpot provides account-based marketing capabilities through its CRM and marketing platform. These features help teams identify target accounts, organize account information, coordinate marketing activities, and measure engagement.

HubSpot is particularly relevant for companies that want to manage ABM programs within an existing CRM and marketing automation environment.

Key Features

• Target account management – Organizes and manages priority accounts.
• Account scoring – Helps prioritize accounts using defined criteria and available engagement data.
• Account segmentation – Groups target accounts for personalized campaigns.

Pros

• Connects ABM activities with CRM and marketing automation.
• User-friendly interface with an easy learning experience.
• Powerful email marketing and automation features.

Cons

• Steep learning curve for advanced features.
• Limited functionality on lower-tier plans.
• Expensive pricing as contact lists and business needs grow.

Pricing

HubSpot offers free tools and paid subscriptions. Marketing Hub pricing varies by plan, billing terms, and included features. Confirm current pricing and which ABM capabilities are included before purchasing.

Best For: SMB and mid-market B2B teams that want CRM-connected ABM and marketing automation.

Website: hubspot.com

5. LeadAngel

Category: ABM operations / B2B lead management

G2 Rating: 4.5/5

Overview

LeadAngel is a B2B lead management platform. It helps teams manage leads they already generate by matching those leads to the right CRM accounts, routing and assigning them with business rules, deduplicating records, and speeding sales handoffs.. It integrates with Salesforce, HubSpot & Microsoft Dynamics 365 and can support ABM-oriented segmentation workflows with marketing automation systems.

LeadAngel supports account based marketing by connecting inbound marketing leads with the correct target accounts and the best-fit sales rep. Its features help teams maintain clean CRM data and route leads based on account ownership and configurable rules. It ensures qualified leads reach the appropriate sales representative.

While LeadAngel supports key ABM workflows, it is not a complete ABM platform for advertising, intent data, and campaign orchestration.

Key Features

• Lead-to-account matching – Matches incoming leads with the appropriate CRM accounts using techniques like tie-breaker, must-match fields, account boost, or custom fields.
• Automated lead routing—Assigns leads based on availability, product interest, capacity-based, round robin, ownership, and custom rules.
• Data deduplication—Identifies duplicate CRM records with the help of fuzzy logic, which allows teams to dedupe data records on the basis of various conditions such as first name, domain, last name, email, and more.
• Territory management—Routes leads according to predefined territory rules.
• Availability-based routing—Supports lead assignment based on sales representative availability.
• Sales handoff automation—Streamlines lead assignment, notifications, and follow-up workflows.

Pros

• Supports configurable lead-to-account matching.
• Automates lead assignment using ownership and territory rules.
• Helps reduce manual routing and handoff work.
• Provides capabilities for managing duplicate records.
• Supports complex lead management workflows.

Cons

• Does not replace a full ABM advertising or intent-data platform.
• Complex routing rules may require configuration and testing.
• Pricing for advanced capabilities requires consultation.
• Feature availability may vary by plan and integration.

Pricing

LeadAngel offers a free trial upon request and custom tier-based pricing plans. 

Professional: Offers two-way lead to account matching, lead routing, email, and portal-based support. Data dedupe and Schedule Now for Web Forms & Hand-off are additional features. On-the-spot lead hand-off is not available in this plan. 

Professional Plus Plan: Includes two-way lead-to-account matching, multi-object routing (lead, contact, account, and opportunity), lead and contact deduplication, ScheduleNow for Web Forms and Handoff, and dedicated support. 

On the spot transfer is available as an additional feature. 

Best For: SalesOps and RevOps teams that need accurate account matching, automated lead routing, and structured sales handoffs as part of their ABM process.

Website: leadangel.com

6. RollWorks (Now AdRoll ABM)

G2 Rating: 4.3/5.

Overview

RollWorks was an account-based marketing platform focused on identifying target accounts, engaging them through advertising, and measuring campaign performance. It is now presented as AdRoll ABM.

The platform’s primary focus is helping B2B marketing teams reach selected accounts through digital advertising and coordinate account-based engagement.

Key Features

• Account-based advertising – Reaches selected business accounts through digital advertising.
• Account targeting – Builds audiences based on target account criteria.
• Audience segmentation – Organizes accounts into relevant advertising groups.

Pros

• Easy to use with smooth onboarding and helpful customer support.
• Precise audience targeting for reaching high-value accounts.
• Flexible account targeting to improve campaign engagement.

Cons

• Steep learning curve for campaign management and reporting.
• Limited advertising options, filtering features, and reporting capabilities.
• Campaign tracking and lead generation may not meet expectations.

Pricing

Custom pricing for ABM packages. Contact AdRoll to confirm current product availability and pricing.

Best For: B2B marketing teams focused on advertising to target accounts and measuring campaign engagement.

Website: adroll.com

7. Terminus

G2 Rating: 4.0/5

Overview

Terminus helps businesses run ABM campaigns by combining advertising, email, and web personalization. It allows teams to target high-value accounts and customize messaging across multiple channels. The platform also provides analytics to track engagement and improve strategy.

While Terminus offers many features, its reporting tools can feel limited, and some users find optimizing ad performance takes extra effort.

Key Features

• Account-based advertising – Targets high-value accounts with personalized ads.
• Web personalization – Creates tailored experiences for website visitors.
• Campaign analytics – Tracks performance and helps improve strategies.

Pros

• Historically supported account-based campaign execution.
• Provided tools for audience targeting and engagement.
• Offered account-level campaign reporting.

Cons

• Legacy status creates uncertainty about current availability.
• Historical product descriptions may not reflect current offerings.
• Current pricing and support arrangements require confirmation.

Pricing

No current standard price could be verified for the legacy Terminus platform. Contact DemandScience to confirm availability, pricing, and support.

Best For: Existing Terminus customers evaluating their current deployment or considering a transition to a supported ABM platform.

Website: https://terminus.com/home/

8. LeadFeeder

Website visitor identification supporting ABM

G2 Rating: 4.3/5

Overview

Leadfeeder is a B2B website visitor identification and lead generation tool. It helps sales and marketing teams identify companies visiting their website, understand which pages they view, and prioritize accounts showing buying interest. It can send visitor data and alerts to sales teams through CRM integrations.

Key Features

• Website visitor identification – Identifies companies visiting your website, even when they don’t fill out a form.
• Account engagement tracking – Shows which pages companies visit and how they interact with your website.
• Lead scoring – Helps prioritize potential customers based on website activity and engagement.

Pros

• Effective lead generation for targeted prospecting.
• Accurate identification of companies visiting your website.
• Easy to use, with integrations for HubSpot and Salesforce.

Cons

• Inconsistent data accuracy and occasional mismatched information.
• Limited contact details for key decision-makers.
• Integration difficulties reported by some users.

Pricing

Offers 4 pricing plans named Lite, Discover, Activate, Scale

Lite: Starts at €0

Discover: Starts at €79/per month, billed annually

Activate: Starts at €369/per month, billed annually

Scale: Starts at €599/per month, billed annually

Best For: B2B sales and marketing teams looking to identify website visitors, discover potential accounts, and prioritize prospects based on website engagement.

Website: leadfeeder.com

Which Tools Should SalesOps and RevOps Teams Prioritize?

The best choice depends on the operational problem the business needs to solve.

Business requirement	Tools To Choose
Predictive account intelligence and buying intent	6sense, Demandbase
B2B contact data and account enrichment	ZoomInfo
CRM-based ABM and marketing automation	HubSpot
Account-based advertising	RollWorks
Lead-to-account matching and lead routing	LeadAngel
Website visitor identification and account engagement	LeadFeeder

Conclusion

“How to choose the right account based marketing software?” is a debatable question, and surprisingly, it doesn’t have a single correct answer to the question. Different businesses give different answers. Hence, the best ABM platforms depend on your business requirements and the problem you are trying to solve. 

Some businesses need enrichment solutions, some need predictive intelligence, or some need routing solutions in their ABM strategy. Hence, the permutation and combination of possibilities is endless; therefore, before finalizing an ABM platform, thoroughly understand your business requirements. 

Among the options that we have discussed in the blog:

• 6sense and Demandbase are suitable for account intelligence and buying intent. 
• ZoomInfo’s strong area is contact discovery and data enrichment.
• HubSpot focuses on connecting ABM activities with CRM and marketing automation. 
• AdRoll’s ABM primary focus is account-based advertising.
• Leadfeeder helps teams identify companies that have visited their websites. 
• LeadAngel is a practical choice for those who need accurate lead-to-account matching, automated lead routing, and structured sales handoffs.

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