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Account Based Marketing Software

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Pipedrive logo

CRM built by salespeople, for salespeople

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Pipedrive is an easy to implement CRM software tool that helps you focus on the activities that drive deals to close.

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Jira logo

Project & Issue Tracking Software - See why we're #1!

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JIRA is the tracker for teams planning & building great products. Millions choose JIRA to capture & organize issues, assign work, & follow team activity.

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Seamless.AI logo

Inside sales and lead generation software

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Seamless.AI is an inside sales and lead generation software that helps businesses find relavant contacts, build account lists, manage prospect information, and more from within a unified platform. It allows staff members to utilize the built-in search engine to extract business contact details based on company names, employee designations, roles, and seniority.

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Marketo Engage logo

Marketing automation for digital marketers

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Adobe Marketo Engage is as a centralized marketing hub for orchestration and execution of cross channel campaigns to acquire, engage, nurture, expand and retain customers in complex buying journeys. It facilitates alignment between marketing and sales team to efficiently drive revenue and growth.

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Personyze logo

Visitor segmentation and website personalization

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Personyze offers a complete website personalization solution with behavioral targeting, email personalization, recommendations engine, and marketing automation functionality. This one toolset includes everything you need to provide relevant and engaging experiences at every digital touch-point.

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Outreach logo

Sales Execution Platform

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Outreach is the largest and fastest-growing sales execution platform provider that helps companies dramatically increase productivity, drive smarter, more insightful engagement with their customers, and helps teams design, measure, and improve workflows so every rep can sell like your best rep.

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ZoomInfo Sales logo

Lead generation and buyer intent data for B2B organizations

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ZoomInfo powered by DiscoverOrg is a cloud-based lead generation platform for B2B organizations. It uses buyer intent data to help sales and marketing teams prioritize prospects. Intent insights are provided for online research activities, organizational changes, funding announcements, and more.

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ZoomInfo Marketing logo

Demand side platform (DSP) and marketing solution

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ZoomInfo MarketingOS is an end-to-end marketing solution that helps marketers understand their customers, grow their business, and expand their reach. It offers an integrated platform for managing paid search campaigns on Google AdWords, Bing Ads, and Facebook and as a plug-in for web analytics software like Google Analytics.

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Cloud-based demand-side platform

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ASTRAD DSP is a cloud-based platform enabling global advertisers to create and manage programmatic campaigns across diverse channels and devices, offering various targeting options and Ad Exchanges.

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Segment logo

Customer data hub

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Segment collects, centralizes, organizes and analyzes all your customer data coming from multiple sources such as apps, websites, and various devices.

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Visual Visitor logo

Lead generation and anonymous visitor identification tool

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We Make B2B Sales Easier. We Answer:
Who is Shopping?
Who to Contact?
Who is Interested?
Who is Opening My Proposals?
Shorten Your Sales Cycle Today!

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Tableau logo

Business intelligence & analytics

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Tableau is the world’s leading AI-powered analytics and business intelligence platform. Learn More!

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Wrike logo

Manage your projects from start to finish with Wrike

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Wrike is a software solution used for account-based marketing that is trusted by 20,000+ companies worldwide. Features include ready-made campaign templates, intuitive Gantt charts, and custom reports. Streamline your marketing efforts with Wrike to deliver top-quality content and increase ROI.

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EngageBay CRM logo

Integrated sales & marketing software for growing teams

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EngageBay is an all-in-one marketing, sales and service automation software which automates marketing sales by combining lead generation, email marketing, marketing automation, CRM & social media engagement. EngageBay helps businesses acquire, engage, nurture, and close leads from a single platform.

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SaasAnt Transactions logo

Accounting and data entry software

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SaasAnt Transactions is an accounting and data entry software that helps businesses bulk import, export, and delete transactions in Quickbooks Desktop from within a unified platform. It allows staff members to maintain an audit history of all imported and deleted transactions.

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Bitrix24 logo

100% free CRM, collaboration, and communication tool suite

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Bitrix24 #1 FREE CRM and account management software used by over 12 million companies. Cloud, mobile, open source editions.

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Spotler CRM logo

The Powerful CRM for Growing Teams

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Our CRM with integrated Marketing provides the perfect solution for account-based marketing. The award-winning software lets you easily track and prioritize your leads, personalize your campaigns, drive engagement and build great relationships, in one centralized database.

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Apollo logo

Find ideal prospects and convert them into customers.

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End-to-end outbound sales platform. Find prospects, communicate at scale, win deals. Easily, from one place.

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Relayto logo

Bringing your documents to life.

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Check out how RELAYTO can make your documents come to life, and book a meeting with us:

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Close logo

The all-in-one CRM for fast-growing sales teams.

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Close is the sales CRM that helps small businesses and startups turn leads into revenue. Close lets you email, call, and text your leads from desktop. With productivity tools like task reminders, Call Assistant, and Predictive Dialer, you’ll reach more leads, follow up more often, and close more.

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Drift logo

Live chat & in-app messaging for sales & marketing

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Drift is a cloud-based live chat solution for sales and marketing teams which also includes an AI-powered chat bot, in-app messaging & email management tools

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Salesflare logo

Intelligent CRM for small and medium-sized B2B businesses

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Salesflare is an intelligent CRM for small and medium sized B2B businesses doing account based marketing and sales. Unlike other CRMs, it's specifically built for this. It fully automates your account information and timelines and nudges you to follow up, so tracking accounts is easier than ever.

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Paperflite logo

The marketing content management platform for sales

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Paperflite is a marketing content management platform to enable sales team discover, distribute, share and track content with buyers.

From tracking PDF's to videos, Paperflite gives real-time engagement analytics on how your content is being used, accessed, viewed and shared by end-users.

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All-In-One tool to Find and Engage People

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Automated Social Profile Import, data Aggregation and auto Update, ATS, CRM, AI powered ranking filtering, Process Automation, recruiting workflow, sales pipeline, automatic Outreach, mass Mailing, messaging templates, multiplatform communications.

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Act-On logo

Growth marketing automation platform

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Act-On Software is the growth marketing automation leader that offers solutions empowering marketers to move beyond the lead and engage targets at every step of the customer lifecycle.

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Buyers Guide

Account Based Marketing Software

What is account based marketing software?

Account based marketing software helps marketing teams identify high-value customer accounts for personalized and targeted selling. The software automates the process of identifying prospects and dedicating resources to cater to the most strategic accounts. 

Additionally, the software allows marketing and sales professionals to craft personalized buyer journeys for existing accounts, acquire new leads, and build opportunities to expand business accounts. 

With account based marketing (ABM) tools, marketers can run ABM strategies, including planning, engagement, and reporting to capture more leads. Users can leverage the platform to evaluate the effectiveness of their marketing efforts and make adjustments wherever required. 

What are some common features of account based marketing software?

  • Campaign management: Enables B2B companies to build and implement targeted campaigns to win over selected high-value customer accounts. Users can use the system to build campaigns focused on creating lasting partnerships with important customer accounts and track campaign progress over time.

  • Personalization: Offers the ability to personalize sales and marketing campaigns on an account level. Marketing professionals can identify target customers, engage with them using personalized campaigns, and build relationships that might lead to new opportunities. ABM software also helps them build these campaigns to engage with specific accounts and analyze results.

  • Target account identification: Identifies high-value customers to nurture through customized engagement. ABM tools help users formalize the account selection process by evaluating business objectives and identifying target personas, such as demographics, purchasing habits, and previous track records of success.

  • Marketing campaign analytics: Tracks the performance of ABM campaigns using important metrics, such as conversion rate, engagement, reach, churn rate, and customer lifetime value. With insights gained from such metrics, users can prioritize their leads, personalize campaigns, and develop good relationships with customers and prospects.

  • Lead scoring: Features an automated scoring technique that scores leads in a database based on how likely they are to convert into an ideal customer or how interested they are in the business’s offerings. It helps marketing professionals assess the potential value of prospects and channel their efforts in the right direction. 

What are the benefits of account based marketing software?

  • Aligns sales and marketing efforts: Account based marketing software promotes communication and better cross-alliance between sales and marketing departments. The tool helps users create a personalized approach for prospects, develop common themes in conjunction with each other, and build one cohesive account based marketing strategy around targeting, segmenting, and developing customer insights.

  • Enhances and measures return on investment (ROI): ABM tool offers an estimate of the time and resources you have invested in the accounts and the return on investment from each of them. It provides you insights into key campaign metrics, such as page views, account reach, and conversion rate. Having a clear understanding of these metrics further helps you justify your spending and focus on accounts that are offering you better ROI.

  • Increases engagement through personalized communication: ABM platform allows marketing professionals an opportunity to create personalized content for a specified audience instead of blanket messaging for a larger group. With relevant content, marketers have the chance to connect better with the accounts, encourage leads to engage with the brand, and convert prospects into paying customers.

  • Strengthens customer retention: Account based marketing platform helps your sales and marketing team to have a deeper understanding of customer requirements. The software can be leveraged by B2B companies to analyze the closed-lost reasons for customer accounts, repurpose content to influence customers, increase cross-selling opportunities, measure the effectiveness of ABM campaigns, and adjust strategies to ensure the retention of existing accounts.

What is the cost of account based marketing software?

Most ABM software products are priced on a “per user, per month” basis, and their entry-level pricing plan ranges from $10 to $50* per month. An enterprise product that’s priced higher may include additional features such as behavior tracking, campaign personalization, communication management, data synchronization, and lead qualification. 

*The pricing included is for the entry-level/lowest-priced offerings found on vendor websites as of March 20, 2023. 

What are the key questions to ask when choosing account based marketing software?

  • Does the software provide real-time engagement data?

An account based marketing tool notifies you in real-time about accounts that are showing increased engagement and the type of content they are engaging with can help you make informed decisions. Moreover, it aids in identifying and prioritizing high-value accounts that are more likely to turn into regular customers. 

  • Does the software offer customer segmentation capabilities?

The best ABM platform should be able to segment your account list into smaller segments based on one or more parameters, such as account engagement, customer reputation, and buyer intent. By prioritizing the accounts that are the best fit for your business, the software should help you craft tailored messages and campaigns for customers. 

  • What are the engagement metrics that the software helps you track?

Measuring the effectiveness of your marketing campaigns and adjusting strategies accordingly are two major steps to customer retention. An ideal account based marketing software should help marketers track important engagement metrics, such as content conversion, content engagement, cross-sells/up-sells, lead generation, website traffic, page views, form completions, churn rate, scroll depth, and website visits. 


Products evaluated for the pricing calculation were taken from GetApp’s account based marketing software directory. The pricing ranges exclude freemium versions of the products. The features highlighted were identified based on their relevance and the percentage of products in the GetApp’s directory that offer them.