Best Account-Based Marketing (ABM) Platforms

The bread and butter of ABM software are account identification, engagement tracking, and campaign orchestration.

You’re looking at features like intent data to sniff out when prospects are in buying mode, targeted ad capabilities, and integrations with your existing CRM and marketing automation platforms.

Resource efficiency and bigger deals. By focusing on accounts that are primed for engagement, you’re not just throwing darts in the dark. You’re increasing conversion rates and accelerating the sales cycle. Plus, it aligns sales and marketing efforts, so your teams aren’t running parallel marathons—they’re passing the baton smoothly. 

B2B Marketing and sales teams with a complex sales process or selling high-ticket items commonly have ABM software in their tech stack.

Not gonna sugarcoat it—it’s a bit of a beast. You’re marrying multiple data streams, training teams on new tactics, and making a seismic shift in how you market. But the payoff? Could be well worth it.

Think of it as shifting from a one-man show to a Boradway musical. It’s a complex, high-stakes operation involving many moving parts. Everything needs to be in sync for that standing ovation. The prep is intense, and the risk is real, but nail it, and the rewards could be a smash hit— or a flop.

6sense is all about uncovering the “dark funnel” by using third-party intent data to help identity which of your target accounts are showing signs of interest.

Terminus and RollWorks have strength in advertising, especially display.

Keyplay? It’s the new kid on the block that has a high-powered telescope, with which you can bring distant, high-value targets into clear view, allowing you to focus precisely on the most promising accounts with strategic accuracy. In other words, it helps you build better target account lists for your ABM.

It’s all over the map. You could be looking at anywhere from $25K to $100K annually (less with Keyplay, depending on your size and use case)  depending on the feature set, scale, and support level.

Many people in the industry talk about how ABM tools generally seem to be $100k solutions.

Typically, the pricing model scales with your needs—think of it as paying for a gym membership that’s tailored to how much you actually lift.

I’ve been running ABM campaigns for 10 years, since I went to an ITSMA conference in 2014 and learned how to frame the type of “hyper-targeted B2B” marketing I was doing at the time.

I’ve used Keyplay for 2+ years to build better target account lists for ABM and made other marketing tools, like Sendoso, Metadata.io, LinkedIn Campaign Manager, and even HubSpot, work for ABM.

I believe ABM is best served by people, process, and technology — in that order of priority.