The Tool Desk
Outbyte Driver Updater FREEScan for outdated or missing drivers - takes under a minuteDriver Scan →Outbyte PC Repair FREEClear out junk files and repair common Windows errorsFree Scan →The best marketing software for account-based marketing (ABM) depends on what your team needs to coordinate: account records, buyer-intent signals, campaign activation, or measurement. Four useful types are CRM-native account management and marketing automation, dedicated ABM platforms, intent and account intelligence tools, and account-based advertising tools. They overlap, and no single type is right for every team.
ABM itself is a strategy, not a software feature: sales, marketing, and sometimes service work together around selected high-value accounts and the people who buy within them. Software can support that coordination, but it cannot replace it. Salesforce describes ABM as complementing broad-based marketing rather than replacing it (Salesforce’s ABM guide; Salesforce Trailhead’s definition).
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1. CRM-native account management and marketing automation
Start here if your company already manages customer and prospect records in a CRM and wants marketing and sales to work from the same account view. CRM-connected marketing automation can help teams build target-account lists, share activity, personalize campaigns, automate workflows, and report on account engagement without introducing a separate ABM platform.
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For example, HubSpot documents account recommendations and scoring, a central account view, marketing-sales collaboration, LinkedIn campaigns, automation, and reporting in its ABM offering (HubSpot’s ABM product page). HubSpot says its ABM software is available in premium versions of its marketing and sales software; check the current package, regional availability, and contract terms directly with the vendor (HubSpot’s ABM FAQ).
#1 Best Overall
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This type is a practical fit when your main need is better coordination around existing account data. Before relying on it, assess whether account hierarchies and records are clean enough to support segmentation and account-level reporting.
2. Dedicated ABM platforms
A dedicated ABM platform is designed to coordinate more of the account-based program in one environment: account discovery and selection, planning, engagement across channels, and reporting. Platforms may combine a company’s own data with third-party data and offer campaign activation alongside measurement.
Gartner’s ABM-platform criteria offer a useful way to distinguish this category from a CRM or a point tool. Its criteria include account-level third-party intent data—with at least one native source included in the platform license—and native display-campaign management, as well as functions for account discovery, data unification, activation, and measurement (Gartner Peer Insights’ ABM platform criteria).
Rank #2
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Consider this type when the program needs capabilities across the account journey, especially unified external intent, native advertising orchestration, and cross-channel account measurement. A dedicated platform can still depend on integrations with your CRM or salesforce automation system, so evaluate how account records and activity move between systems.
3. Intent and account intelligence tools
Intent and account intelligence tools help teams discover or prioritize accounts, enrich what they know about those organizations, and interpret account-level interest signals. They can be a standalone layer in a marketing stack or capabilities within a broader ABM platform.
Intent is a signal to investigate, not proof that an account is ready to buy. Ask which sources supply the signals, how they are tied to an account, whether data is included or separately licensed, and how the team can validate a signal against its own sales conversations and account activity. Gartner’s criteria for a full ABM platform specify third-party account-level intent data and at least one native intent source included with the license; that requirement describes its platform category, not every intent tool (Gartner Peer Insights).
Rank #3
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4. Account-based advertising and activation tools
These tools help activate target-account audiences through paid advertising and other engagement channels. They can serve as one focused layer of a stack—for example, when a company has already chosen its accounts and wants to reach relevant buyers—or be bundled into a broader ABM platform.
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Compare the channels the tool can actually activate, how audiences are matched to account lists, and whether campaign results can be connected to account-level outcomes. Gartner includes native display-campaign management among its ABM-platform criteria; Salesforce also identifies targeted account-based advertising and multichannel engagement as ABM software functions (Gartner Peer Insights; Salesforce).
What to compare before choosing
Use the capabilities below to compare products against your program’s actual requirements. The right combination may be an existing CRM plus one or more specialized tools, rather than a single platform.
Rank #4
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| Capability | What to check |
|---|---|
| Account discovery and lists | Can the product identify, select, organize, and update target accounts? Can your team manage account hierarchies? |
| Data and intent | How are first- and third-party data unified? Are account-level intent signals available, which sources provide them, and are they included in the license? |
| Campaign activation | Which channels are supported—such as display, social, email, web, or sales engagement—and is display campaign management native or dependent on another product? |
| Orchestration and personalization | Can marketing and sales coordinate workflows and tailor engagement to accounts and the buyers within them? |
| Measurement | Can the team assess engagement and journeys at the account level and connect activity to pipeline reporting? |
| CRM integration | Does the product integrate with your existing CRM or salesforce automation system, and can teams share account activity without conflicting records? |
These comparison points reflect Gartner’s platform criteria and the functions HubSpot and Salesforce describe for CRM-connected ABM workflows (Gartner; HubSpot; Salesforce).
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How common are these tools in ABM programs?
In the 2025 Account-based Marketing Benchmark Survey, Demand Gen Report asked respondents which technologies they used for ABM; respondents could select multiple options. CRM was selected by 62%, marketing automation platforms by 52%, intent monitoring tools by 46%, campaign execution and orchestration tools by 38%, measurement and reporting tools by 35%, account-based advertising tools by 24%, and artificial intelligence tools by 37% (Demand Gen Report, 2025 Account-based Marketing Benchmark Survey). Because multiple selections were allowed, these figures are not market shares and should not be added together.
The same survey found that respondents named proving ROI or attribution (47%), sales and marketing alignment (43%), and scaling existing ABM efforts (40%) among their challenges (Demand Gen Report, 2025). Those reported difficulties make measurement and shared account processes important evaluation criteria, not just feature checkboxes.
Best Value
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- Powerful Pass-Through Charging: Supports up to 85W pass-through charging so you can power up your laptop while you use the hub. Note: Pass-through charging requires a charger (not included). Note: To achieve full power for iPad, we recommend using a 45W wall charger.
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- What You Get: Anker 332 USB-C Hub (5-in-1), welcome guide, our worry-free 18-month warranty, and friendly customer service.
Where AI fits—and what survey respondents reported
AI tools may support personalization and other ABM tasks, but the survey figures describe respondents’ perceptions, not controlled evidence that a tool caused better campaign results. In Demand Gen Report’s 2025 survey, 45% selected improved personalization at scale as an impact of AI; nearly 70% said AI had no impact on ABM campaign outcomes, while 3% called it a significant difference maker (Demand Gen Report, 2025 Account-based Marketing Benchmark Survey). Evaluate AI by the work it performs in your workflow and the results you can measure, rather than treating its presence as proof of effectiveness.
A capability-based way to choose
- Choose CRM-native workflows first if your target accounts already live in a CRM and the central gap is shared visibility, automation, personalization, or reporting.
- Evaluate a dedicated ABM platform if you need a coordinated system for account discovery, external intent, native advertising activation, and cross-channel account measurement.
- Add intent intelligence when the team needs more account-level signals to guide research and prioritization, while keeping those signals distinct from confirmed buying readiness.
- Add advertising activation when reaching selected accounts through paid channels is a defined program need and your team can connect that activity to account-level measurement.
Gartner Peer Insights lists products such as 6sense Revenue Intelligence Platform, ZoomInfo Marketing, and Demandbase One in its category pages and comparisons; these are examples, not a universal ranking or endorsement (Gartner Peer Insights). Compare products against your required capabilities, integrations, data sources, and operating readiness rather than assuming that the largest feature set is the best fit.
Quick Recap
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