MarAutomation Author - Mukesh K. Singhmar

Mukesh K. Singhmar / Jun 13, 2023 / Marketing

10 Best ABM Tools for Account Based Marketing in 2023

Best ABM tools

Explore the top 10 ABM tools for effective Account Based Marketing in 2023. Discover powerful solutions to personalize outreach, drive engagement, and maximize your marketing efforts for targeted accounts.


Account Based Marketing (ABM) is a powerful approach to B2B marketing that has become increasingly popular in recent years. ABM allows businesses to identify target accounts and create personalized campaigns to engage with decision-makers and key stakeholders.

With the growth of ABM, there has been a corresponding rise in the number of ABM tools available on the market. In this article, we will highlight 10 of the best ABM tools for 2023 and provide some tips on how to choose the right tool for your business.

Account-Based Marketing and ABM Tools

Account Based Marketing (ABM) is a personalized, targeted approach to marketing that focuses on identifying high-value accounts and creating customized marketing strategies for them.

This approach can help businesses build stronger relationships with their customers, generate higher ROI, and ensure overall sales and marketing alignment. To facilitate this process, a variety of ABM tools have emerged, offering unique features and capabilities to streamline and optimize account-based marketing activities.

What Makes a Great ABM Tool

An effective ABM tool aims to deepen your engagement with the target accounts throughout their buying journey. In order to accomplish this goal, the tool should offer account identification and prioritization features. This will enable you to focus on the accounts that matter most to you.

Providing personalized content and the ability to customize messaging is another important feature that a good ABM tool offers. Personalization helps you establish a deeper connection with your target accounts while customizing your messaging ensures that your message is delivered in the language and tone that resonates with each target account.

Beyond personalized content, multi-channel targeting is also imperative in maximizing the touchpoints with your target accounts. The most effective way to communicate isn’t a one-size-fits-all methodology, and different individuals respond differently to different mediums. Whether it be email, social media, phone, or other platforms, an ABM tool must be adept at targeting across multiple channels.

Real-time data analytics is an invaluable feature that allows you to make quick decisions as your marketing activities progress. As well as providing insights into performance metrics, a good ABM tool should integrate with your existing CRM, ensuring that all the data captured on users is seamlessly connected to improve visibility into the customer journey.

Finally, scalability and ease of use should not be neglected. A good ABM tool should be easily customizable to your business needs and simple to train users on. This ensures that your time is better focused on engaging with your potential customers.

10 of the Best ABM Tools for 2023

These are some of the top account-based marketing tools available, but there are many other great tools as well. The effectiveness of each tool may depend on your specific needs and goals, so it’s important to research and evaluate different options to find the ones that are the best fit for your business. 

1. Terminus

Terminus is an all-in-one account-based marketing platform designed to help B2B companies identify, engage, and close their most valuable accounts. It offers a range of features including account-based advertising, web personalization, sales enablement, and analytics, all within a single platform.

Terminus uses artificial intelligence and machine learning to help businesses target their ideal accounts and personalize their outreach to drive engagement and conversion.

Key features and benefits

  • Account-based advertising: Terminus offers display and social advertising capabilities to help businesses reach their target accounts across multiple channels.
  • Web personalization: Terminus enables businesses to personalize their website content and messaging for each individual visitor based on their account information and behavior.
  • Sales enablement: Terminus offers a suite of sales tools including email signature banners, sales alerts, and direct mail to help businesses engage with their target accounts.
  • Analytics: Terminus provides detailed analytics and reporting to help businesses measure the success of their ABM campaigns and optimize their strategy over time.

Terminus has helped numerous B2B companies achieve success with their ABM efforts. One notable example is Invoca, a call tracking and analytics company that used Terminus to increase its target account engagement by 75%.

Account Based Marketing tools

2. 6sense

6sense is a predictive marketing platform designed to help B2B companies identify and engage with their ideal target accounts. It uses artificial intelligence and big data to provide businesses with detailed insights into their target accounts, including their intent, behavior, and buying stage. 6sense offers a range of features including account-based advertising, web personalization, sales enablement, and analytics.

Key features and benefits

  • Predictive analytics: 6sense uses AI and machine learning to help businesses identify their ideal target accounts and predict their buying behavior.
  • Account-based advertising: 6sense offers display and social advertising capabilities to help businesses reach their target accounts across multiple channels.
  • Web personalization: 6sense enables businesses to personalize their website content and messaging for each individual visitor based on their account information and behavior.
  • Sales enablement: 6sense offers a suite of sales tools including lead scoring, account insights, and sales alerts to help businesses engage with their target accounts.
  • Analytics: 6sense provides detailed analytics and reporting to help businesses measure the success of their ABM campaigns and optimize their strategy over time.

3. Engagio

Engagio is a B2B marketing platform designed to help businesses engage with their target accounts in a personalized way. It offers a range of features including account-based advertising, personalized email campaigns, account insights, and sales enablement. Engagio uses a multi-channel approach to help businesses engage with key decision-makers within their target accounts and move them through the sales funnel.

Key features and benefits

  • Multi-channel engagement: Engagio enables businesses to engage with their target accounts across multiple channels including email, display advertising, and direct mail.
  • Personalization: Engagio allows businesses to personalize their outreach to each individual within their target accounts based on their account information and behavior.
  • Sales enablement: Engagio offers a suite of sales tools including account insights, sales alerts, and opportunity management to help businesses engage with their target accounts.
  • Analytics: Engagio provides detailed analytics and reporting to help businesses measure the success of their ABM campaigns and optimize their strategy over time.

Engagio has helped many B2B companies achieve success with their ABM efforts. One notable example is Snowflake, a cloud-based data warehousing company that used Engagio to increase its target account engagement by 150%.

4. Bloomreach

Bloomreach is a digital experience platform designed to help businesses create personalized experiences for their target accounts. It uses AI and machine learning to provide businesses with insights into their target accounts and deliver personalized content and messaging. Bloomreach offers a range of features including web personalization, site search, content management, and analytics.

Key features and benefits

  • Web personalization: Bloomreach enables businesses to personalize their website content and messaging for each individual visitor based on their account information and behavior.
  • Site search: Bloomreach offers an AI-powered site search capability to help businesses deliver relevant search results for their target accounts.
  • Content management: Bloomreach provides businesses with tools to manage their website content and create personalized experiences for their target accounts.
  • Analytics: Bloomreach provides detailed analytics and reporting to help businesses measure the success of their ABM campaigns and optimize their strategy over time.

5. Demandbase

Demandbase is an account-based marketing platform designed to help businesses identify and engage with their target accounts across multiple channels. It uses AI and machine learning to provide businesses with insights into their target accounts and deliver personalized messaging and content. Demandbase offers a range of features including account-based advertising, web personalization, sales enablement, and analytics.

Key features and benefits

  • Account-based advertising: Demandbase offers display and social advertising capabilities to help businesses reach their target accounts across multiple channels.
  • Web personalization: Demandbase enables businesses to personalize their website content and messaging for each individual visitor based on their account information and behavior.
  • Sales enablement: Demandbase offers a suite of sales tools including lead scoring, account insights, and sales alerts to help businesses engage with their target accounts.
  • Analytics: Demandbase provides detailed analytics and reporting to help businesses measure the success of their ABM campaigns and optimize their strategy over time.

6. Mixmax

Mixmax is a sales engagement platform designed to help businesses engage with their target accounts through personalized email campaigns. It offers a range of features including email tracking, scheduling, automation, and analytics. Mixmax uses AI to help businesses personalize their email outreach and improve their email engagement rates.

Key features and benefits

  • Email personalization: Mixmax enables businesses to personalize their email outreach to each individual within their target accounts based on their account information and behavior.
  • Email tracking: Mixmax provides businesses with detailed insights on their email open rates, click-through rates, and engagement rates.
  • Scheduling and automation: Mixmax offers tools to help businesses schedule and automate their email campaigns for maximum efficiency.
  • Analytics: Mixmax provides detailed analytics and reporting to help businesses measure the success of their ABM campaigns and optimize their email outreach strategy over time.

Mixmax has helped many B2B companies achieve success with their ABM email campaigns. One notable example is Gusto, a payroll and HR software company that used Mixmax to increase its email engagement rates by 2x.

7. EverString

EverString is a predictive marketing platform designed to help businesses identify and engage with their target accounts. It uses AI and machine learning to provide businesses with insights on their target accounts and deliver personalized messaging and content. EverString offers a range of features including account-based advertising, lead scoring, sales enablement, and analytics.

Key features and benefits

  • Predictive targeting: EverString enables businesses to identify their ideal customer profile and target accounts that fit that profile.
  • Lead scoring: EverString provides businesses with tools to score and prioritize their leads based on their likelihood to convert.
  • Sales enablement: EverString offers a suite of sales tools including account insights and sales alerts to help businesses engage with their target accounts.
  • Analytics: EverString provides detailed analytics and reporting to help businesses measure the success of their ABM campaigns and optimize their strategy over time.

EverString has helped many B2B companies achieve success with their ABM efforts. One notable example is Seagate, a data storage company that used EverString to increase its target account engagement by 40%.

Top 10 ABM tools

8. InsightSquared

InsightSquared is a sales performance analytics platform designed to help businesses optimize their sales strategy. It offers a range of features including sales forecasting, pipeline management, and analytics. InsightSquared uses AI and machine learning to provide businesses with insights into their sales performance and help them make data-driven decisions.

Key features and benefits

  • Sales forecasting: InsightSquared provides businesses with accurate sales forecasting based on historical data and current trends.
  • Pipeline management: InsightSquared offers tools to help businesses manage their sales pipeline and prioritize their opportunities.
  • Analytics: InsightSquared provides detailed analytics and reporting to help businesses measure the success of their ABM campaigns and optimize their sales strategy over time.

9. Leado

Leado is a lead generation platform designed to help businesses engage with their target accounts through personalized outreach campaigns. It offers a range of features including lead enrichment, email verification, and LinkedIn automation. Leado uses AI and machine learning to provide businesses with insights into their target accounts and help them personalize their outreach.

Key features and benefits

  • Lead enrichment: Leado provides businesses with additional information on their target accounts including job titles, company size, and revenue.
  • Email verification: Leado ensures that businesses have accurate contact information for their target accounts by verifying their email addresses.
  • LinkedIn automation: Leado offers tools to help businesses automate their LinkedIn outreach and engagement with their target accounts.
  • Analytics: Leado provides detailed analytics and reporting to help businesses measure the success of their ABM campaigns and optimize their lead generation strategy over time.

Leado has helped many B2B companies achieve success with their ABM efforts. One notable example is Aitoc, an eCommerce solutions provider that used Leado to increase its lead generation by 50%.

10. Leadfeeder

Leadfeeder is a website visitor tracking tool designed to help businesses identify their website visitors and turn them into leads. It offers a range of features including lead scoring, lead enrichment, and integration with other marketing tools. Leadfeeder uses AI and machine learning to provide businesses with insights into their website visitors and help them personalize their outreach.

Key features and benefits

  • Lead scoring: Leadfeeder provides businesses with tools to score and prioritize their website visitors based on their likelihood to convert.
  • Lead enrichment: Leadfeeder provides additional information on website visitors including company size, revenue, and contact information.
  • Integration: Leadfeeder integrates with other marketing tools including CRMs and email marketing platforms.
  • Analytics: Leadfeeder provides detailed analytics and reporting to help businesses measure the success of their ABM campaigns and optimize their lead generation strategy over time.

How to Pick the Right Tool for You

When choosing an ABM tool, it’s important to consider your business’s specific needs and goals. Some key factors to consider when selecting an ABM tool include:

  1. Features: Make sure the tool offers the features and functionality you need to implement your ABM strategy.
  2. Integration: Check if the tool integrates with your existing marketing and sales systems.
  3. Ease of Use: Choose a tool that is easy to use and customize for your business.
  4. Cost: Consider the cost of the tool and whether it fits within your budget.
  5. Customer Support: Look for a tool that offers robust customer support and resources.

Common Mistakes When Choosing an ABM Tool

When choosing an ABM tool, there are some common mistakes that businesses can make:

  1. Choosing a tool based solely on price: While cost is an important factor, it’s important to prioritize the features and functionality of the tool, rather than just choosing the cheapest option.
  2. Failing to consider integration: Choosing a tool that doesn’t integrate with your existing systems can cause data silos and reduce the effectiveness of your ABM strategy.
  3. Not involving stakeholders: Ensure you involve stakeholders from sales and marketing teams while choosing a tool, to understand their requirements and get their buy-in.
  4. Over-investing in features: Choosing a tool with too many features can lead to complexity and decreased efficiency. Choose a tool that offers the specific features you need.

Wrapping Up – Which is the Best ABM Tool for You in 2023

The best ABM tool for your business in 2023 will depend on your specific needs and goals. Consider the features, integration, ease of use, cost, and customer support of the tool before making a decision. Based on our research and analysis, each of the 10 tools we listed above has unique strengths and benefits that make them suitable for different types of businesses.

Take some time to evaluate the options and test them before making a final decision. ABM is a powerful approach to B2B marketing, and using an ABM tool can help businesses implement a successful strategy. By choosing the right tool, businesses can identify target accounts, engage with decision-makers, and measure the success of their campaigns.

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