Complete guide to account-based marketing tools in 2025

Today, buyers are overwhelmed with choice, sales cycles drag on, and sales pipelines aren’t as predictable as they used to be.

Simply put, traditional lead gen can’t keep pace with the modern market’s demands.

Good news: Account-based marketing (ABM) can help. 

Whether you’re just getting started with ABM or are a seasoned pro looking for some new ABM tools to add to your tech stack, this piece was designed for you!

Keep reading to learn more about account-based marketing tools, some of the top options go-to-market teams are using to supercharge sales, and some key considerations to keep in mind as you search for ABM software to add to your tech stack. 

What are account-based marketing tools?

Account-based marketing tools are purpose-built to help sales and marketing teams convert high-value accounts. Rather than casting a wide net and seeing what you scoop up, ABM tools help teams identify and engage ideal targets with precision by personalizing outreach based on real-time data, including intent signals and firmographic insights. 

From helping reps figure out which accounts to target to streamlining campaign execution, ABM tools enable teams to invest their energy where they’ll have the biggest impact.

Types of ABM tools

There are several varieties of ABM tools, each designed to handle a specific part of a well-oiled ABM strategy:

• Sales intelligence solutions like LeadIQ that help teams identify accounts that match their ideal customer profile by providing firmographic, technographic, and contact data, along with contact tracking capabilities and AI-powered writing tools.
• Intent data platforms like 6sense and Bombora, which track user behavior across the web and help you identify which accounts are actively searching for your solutions, enabling reps to prioritize targets that are already expressing interest.
• Marketing automation tools, including HubSpot and Marketo, that enable you to create and scale personalized campaigns across channels, helping you reach the right people at the right time with the right message.
• Sales engagement tools like Salesloft and Outreach designed to help reps run structured personalized outreach sequences, track engagement, and accelerate sales cycles.
• ABM orchestration platforms, such as Demandbase, which bring account data, intent signals, analytics, and other ABM tools together to coordinate and scale ABM campaigns. 

Use cases for account-based marketing tools

How exactly can you use ABM tools in the real world? Let’s take a look at some popular use cases:

• Prioritizing high-intent accounts. Using intent data platforms, teams can identify accounts that are researching relevant topics, enabling sales and marketing to invest their energy on accounts most likely to convert.
• Personalizing multi-channel campaigns. Marketing automation tools help teams deliver personalized content across email, ads, and social media based on buyer behavior and firmographics, increasing the chances that each message resonates.
• Aligning sales and marketing. By creating a shared view of key accounts, engagement history, and campaign performance, ABM tools help go-to-market teams stay aligned.
• Triggering outreach based on buying signals. Sales engagement tools can automatically engage prospects when they visit key website pages, like pricing and demo pages, or when they change jobs, increasing the chances your company responds first. Which is a big deal, since 78% of customers buy from companies that answer inquiries fastest.
• Improving data accuracy. Using sales intelligence tools like LeadIQ, teams can enrich CRM data automatically with verified contact data, technographics, firmographics, and more, enabling reps to prospect with the confidence that comes with knowing their data is always clean and actionable. 
• Measuring account-level engagement. ABM platforms track how buying groups engage across channels, giving teams insights into which channels have the biggest impact on pipeline, revenue, and conversions. 

Top 12 account-based marketing tools for 2025

There’s no shortage of tools in the account-based marketing software landscape, each with unique features and functionality designed to help your team sell more. 

Keep reading to learn about the 12 top ABM tools on the market today to get a better idea of which might work best for your organization.

1. LeadIQ

G2 score: 4.2 out of 5 stars (1,097 reviews)

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LeadIQ is a comprehensive sales intelligence tool designed to streamline sales prospecting workflows, accelerate ABM efforts, and ultimately help sales teams crush their numbers. By enabling reps to automatically capture and enrich contact data, track buying signals in real time, and personalize outreach at scale using generative AI, LeadIQ fits snugly in any ABM stack.

LeadIQ features:

• Reliable contact data, including EMEA data with accurate emails and phone numbers for prospects who work at companies that match your ideal customer profile (ICP)
• Scribe, a generative AI writing tool that enables reps to create personalized messages to prospects in just a few clicks using firmographic, technographic, and engagement data
• Automatic data enrichment and verification using proprietary algorithms, public domain information, data partnerships, and a vibrant data community to deliver robust contact data that’s always actionable
• Contact and champion tracking capabilities, which automatically notify reps when power users and decision makers change jobs, making it that much easier to target them at the most opportune times
• Seamless integration with other tools in your stack, including HubSpot, Salesforce, Salesloft, Outreach, Gong, Clay, Chili Piper, Groove, Nooks, and more.

LeadIQ pros:

• High-quality contact data, including EMEA data; one G2 reviewer calls LeadIQ data “far superior to ZoomInfo” 
• Automatic data enrichment, ensuring reps can prospect with confidence knowing data is always accurate and up to date
• Easy to use with an intuitive design, small learning curve, and easy implementation

LeadIQ cons:

• Works better as part of an integrated tech stack than as a standalone tool
• May be expensive for small teams (but we do offer a free Chrome extension to give you an idea of what we’re all about!)

2. LinkedIn Sales Navigator

G2 score: 4.3 out of 5 stars (1,990 reviews)

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LinkedIn Sales Navigator is a premium offering from LinkedIn that helps reps find and engage with leads and decision-makers more effectively. Offering advanced search filters, lead recommendations, and real-time insights, Sales Navigator supports ABM outreach and is something of a must-have tool for SaaS sales teams.

LinkedIn Sales Navigator features:

• Identify key contacts within target accounts, including past customers, colleagues, and folks who follow your company
• Use Message Assist to generate personalize InMails using AI
• Leverage AccountIQ to accelerate account research with AI-powered summaries to position yourself as a trusted advisor
• Seamless integration with CRM data to maintain a single source of truth and eliminate data entry tasks
• Receive automatic alerts when decision-makers change jobs and when they might be most receptive to outreach

LinkedIn Sales Navigator pros:

• Easy to surface the right point of contact for target accounts
• Rich filters that enable you to refine your search and drill down into the specifics
• Surfaces insights into lead activity and engagement, which enables you to see what’s working, what isn’t, and adjust accordingly

LinkedIn Sales Navigator cons:

• Can be expensive, starting at $99.99/month/user with premium plans even pricier 
• Some users report that Sales Navigator’s UI is clunky and has a steeper learning curve

3. Rollworks

G2 score: 4.3 out of 5 stars (513 reviews)

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Rollworks is an ABM platform designed to help sales teams generate pipeline, accelerate deal cycles, and ultimately convert more customers. Powered by AI, Rollworks surfaces account-based insights and makes it easy for reps to leverage them to personalize outreach across channels. 

Rollworks features:

• Automatically identifies decision-makers at target accounts, enabling reps to target the right people with precision
• Surfaces buying intent by tracking which accounts are searching the keywords most relevant to your offerings
• Scores potential accounts according to your ICP using CRM, firmographic, and technographic data to tell you which companies to target first
• Gives reps a 360-degree view of the customer journey by bringing all relevant data together in one dashboard
• Offers account-based advertising tools that enable you to target accounts through display ads 

Rollworks pros:

• Easy to use, with G2 reviewers agreeing that “ease of use” is one of the platform’s best qualities
• Provides intent data, making it easy to discover companies that are already interested in what you’re selling
• Exceptional customer support team, making it easy for users to troubleshoot problems and ensure they’re getting the most out of the platform

Rollworks cons:

• Some users express concerns over the platform’s reporting capabilities, which provide only “basic metrics”
• Lacks integrations with popular tools like Slack and LinkedIn, which adds friction to sales processes (though it does integrate with Salesforce and HubSpot)

4. Demandbase

G2 score: 4.4 out of 5 stars (1,843 reviews)

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‍Demandbase is an account-based GTM platform that helps ABM teams identify, engage, and ultimately convert high-value accounts using AI-enriched data along with sales intelligence and orchestration tools. By combining account targeting, personalized advertising, and analytics, Demandbase delivers coordinated ABM at scale. 

Demandbase features:

• AI-powered recommendation engine that ranks accounts by ICP fit and buying readiness, helping teams focus on high-intent targets 
• AI agents that identify each role in the target’s buying group, enabling reps to figure out who to engage first and what message might resonate best 
• Provides contact data of more than 150 million professionals and 99 million companies
• Enables you to personalize your website per visitor based on account behaviors and buying stage
• Notifies reps of in-market accounts, with real-time alerting to help reps strike first

Demandbase pros:

• Robust intent data and firmographic dashboards makes it easy for reps to prioritize the right accounts
• Users largely agree that Demandbase is easy to use, with “ease of use” being the top benefit on G2
• Plays nicely with other tools in your tech stack with a library of over 50 integrations, including HubSpot, LinkedIn, Gong, Salesforce, Marketo, and more

Demandbase cons:

• Not every user agrees Demandbase is easy to use; some express frustration over the platform’s design, saying it’s not intuitive and requires a steep learning curve,
• Doesn’t provide pricing information publicly, which may put the product out of reach for some teams

5. Clay

G2 score: 4.9 out of 5 stars (158 reviews)

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Clay is a data enrichment, outreach, and research platform that automates sales prospecting workflows using artificial intelligence, enabling GTM teams to target high-intent accounts with ease. By pulling data from over 130 sources and using AI to accelerate account research, Clay helps GTM teams streamline workflows and sell more.

Clay features:

• Automatic CRM enrichment and cleaning using Clay’s robust data network and AI agents for verification
• Automatic lead scoring using more than 100 data providers to generate custom lead scores based on the most important data points
• Claygent, an AI-powered research assistant that frees you from tedious manual research; ask it a question and it’ll report back
• Generative AI writing tools that enable reps to personalize outreach using account insights, ensuring messages resonate
• Integrations with popular sales tools, like Salesforce, Salesloft, Outreach, LeadIQ, Gong, HubSpot, and more

Clay pros:

• Robust integrations to automate ABM workflows, enabling reps to cover more ground faster, making it easier to crush your numbers
• Automated research, enrichment, and hygiene workflows help reps reclaim a ton of time, enabling them to spend more time selling
• Easy to use, with a small learning curve, which enables reps to use the tool productively out of the gate, delivering fast ROI

Clay cons:

• Usage-based pricing can be expensive for smaller teams
• Some G2 users report a steep learning curve, which can be a pricey lesson when you’re just starting out

6. DemandScience (formerly Terminus)

G2 score: 4.4 out of 5 stars (712 reviews)

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‍DemandScience is a B2B demand generation and account-based marketing platform that helps businesses identify, engage, and convert ideal accounts. By streamlining everything from account targeting and content syndication to multi-channel outreach and performance analytics, DemandScience helps sales teams transform insights into revenue.

DemandScience features:

• Demand generation tools that help teams connect with the right audience faster
• Content creation and content syndication support, ensuring you have the right content and that the right audience is reading it
• Robust data solutions that ensure reps and marketers are able to leverage clean, enriched, actionable data, always 
• Ability to launch multi-channel campaigns automatically, with less manual intervention
• Intent-driven campaign tools that help reps target the right buyers when they’re most open to making a purchase

DemandScience pros:

• Users agree that the platform is easy to use, with one reviewer calling it “straightforward and simple” 
• Accelerates lead gen efforts leveraging your ICP, including demographic, technographic, and firmographic data, to surface prospects most likely to be interested in what you’re selling
• Users sing the praises of DemandScience’s customer success and support teams, saying they’re knowledgeable, honest, and friendly

DemandScience cons:

• Some users are discouraged by the platform’s design and functionality, which they say are outdated
• Others say the platform’s reporting capabilities leave much to be desired, with no real-time visibility into performance

7. Marketo

G2 score: 4.1 out of 5 stars (2,969 reviews)

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Marketo is an AI-powered marketing automation platform that helps teams plan, execute, and optimize campaigns across channels, including email, web, mobile, and more. With Marketo, sales, marketing, and customer success teams can create personalized content at scale, improve lead management and segmentation, and leverage accurate marketing attribution functionality to see which campaigns are driving the best results. Other enterprise-grade solutions like Pardot offer similar capabilities, particularly for teams already using Salesforce.

Marketo features:

• Score leads automatically with demographic, firmographic, and behavioral data so reps can spend their time focusing on the accounts most likely to convert
• Surface sales insights from buyer engagement data in your CRM to prioritize leads and engage with them at the most opportune times
• Engage website visitors in real time with live chat functionality, with responses suggested by generative AI to save reps time
• Build visually engaging emails with a drag-and-drop email designer that requires zero coding skills
• Send emails at prescheduled times and automatically based on real-time customer behaviors to engage the right people at the best times

Marketo pros:

• Reclaim time by automating recurring workflows with the ability to customize them and maintain a personal touch
• Seamless bidirectional integration with Salesforce, Microsoft, and Veeva CRMs to reduce manual data entry and maintain a single source of truth
• Feature-rich platform that adapts to sales and marketing trends, with new features regularly released

Marketo cons:

• While Marketo packs a big punch, many users agree that the platform has a steep learning curve and takes times to use productively
• Platform is pricey; the solution might be perfect for enterprises but out of reach for smaller teams

8. Unbounce

G2 score: 4.4 out of 5 stars (379 reviews)

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‍Unbounce is a landing page and conversion optimization platform designed to help GTM teams rapidly build, test, and optimize landing pages, without any web development skills required. With AI-powered copywriting capabilities, no-code A/B testing functionality, and real-time analytics, Unbounce helps teams continuously improve web properties, increasing engagement and conversions.

Unbounce features:

• Create landing pages rapidly without a designer using intuitive drag-and-drop webpage building tools
• Route visitors to pages they’re most likely to convert on using AI to match each user with customers who share similar attributes
• Continuously optimize landing pages using A/B testing to improve user journeys and figure out which copy converts the best 
• Accelerate landing page building efforts by leveraging a library of more than 100 battle-tested webpage templates
• Use generative AI writing tools to create copy for landing pages, emails, pay-per-click ads, and more

Unbounce pros:

• Intuitive design and drag-and-drop capabilities make Unbounce easy to learn and easy to use, delivering fast ROI
• 14-day free trial, which enables you to explore the platform and test it out before making any long-term financial commitments
• Seamless integrations with popular sales and marketing tools like Mailchimp, Salesforce, Marketo, Chili Piper, and HubSpot

Unbounce cons:

• Some users report issues with unresponsive customer support teams
• Pricing may be on the expensive side for smaller teams

9. Outreach

G2 score: 4.3 out of 5 stars (3,480 reviews)

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Outreach is an AI-powered sales engagement platform that helps revenue teams build pipeline, personalize interactions across touchpoints using AI agents, and ultimately convert more prospects. Using Outreach, sales and marketing teams can streamline workflows, improve productivity, and surface insights into pipeline health and deal progression to increase sales efficiency and achieve predictable sales outcomes.

Outreach features:

• Purpose-built AI agents designed to augment sales and marketing team performance across a number of functions, including revenue, research, nurturing, and deals
• Pipeline management tools that help sales and revenue leaders keep tabs on pipeline health to ensure reps stay on target and crush their numbers
• Sales engagement capabilities to ensure reps send the right message to the right people at the right times
• Deal insights and analytics to surface at-risk deals, get recommendations on how to increase win rates, and enable reps to focus more on winnable opportunities
• Sales forecasting functionality with built-in scenario modeling, making it easier for sales leaders to predict what tomorrow might look like

Outreach pros:

• Intuitive design makes the platform easy to use, with a small learning curve and rapid results
• Real-time coaching tools that enable sales leaders to drive their team to better results, increasing rep engagement while making it that much easier to hit their goals
• Robust integrations with tools like Salesforce, HubSpot, LeadIQ, and more

Outreach cons:

• Pricing information isn’t publicly available, which may put the platform out of reach for budget-conscious teams
• Some users report unresponsive customer support teams

10. Salesloft

G2 score: 4.5 out of 5 stars (4,145 reviews)

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‍Salesloft is a sales engagement platform that helps B2B revenue teams automate outreach, orchestrate multi-channel cadences, and accelerate deal cycles. By consolidating buying signals, prospect engagement activity, and AI-driven insights, Salesloft helps reps and sales managers prioritize actions and accelerate deal velocity.

Salesloft features:

• Automate cadences and reach out to prospects when they’re most receptive to your messaging to capitalize on every opportunity
• Use conversation intelligence tools to learn more about each sales conversation, bringing best practices to the rest of your team
• Predict the future more accurately with forecasting tools that use real-time data and agentic to create quotas rooted in reality
• Focus on the highest-value actions with AI recommendations that suggest the next best move
• Engage website visitors in real time with an AI-powered chatbot that personalizes outreach, answers questions, and improves the buyer experience

Salesloft pros:

• Users agree the platform is intuitively designed and easy to use, so teams can start seeing an impact right away, with a small learning curve
• Feature-rich platform with tons of automation that helps reps eliminate recurring tasks and focus more on high-value activities
• Trusted by more than 5,000 companies, including Shopify, IBM, Instacart, 3M, Stripe, LeadIQ, and more

Salesloft cons:

• Pricing information is not publicly available, which can cause teams to chase tools that are outside of their budgets
• Users report some features and functionality are lacking, which can have an impact on email deliverability

11. Dreamhub

G2 score: N/A

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‍Dreamhub is an AI-powered CRM designed for B2B SaaS sales. By learning from sales activity and delivering predictive sales insights, Dreamhub helps teams improve sales forecasts, identify at-risk deals, and ultimately achieve better sales outcomes.

Dreamhub features:

• Combines large language models (LLMs) trained specifically on B2B SaaS and machine learning to make more intelligent predictions
• Automates CRM data entry with a conversational interface that enables reps to find the data they need through simple prompts
• Real-time coaching tools that enable sales leaders to bring top-performer best habits to the rest of the team
• Detect nascent churn signals before they spiral out of control and cause customers to flee for greener pastures 
• Leverage industry benchmarks to see how your team is doing compared to your peers, enabling you to focus on underperforming areas 

Dreamhub pros:

• Free 30-day trial that enables you to get a taste of what the platform has to offer without any huge commitments
• Consolidates CRM and AI-powered sales tools into one platform to simplify your tech stack
• Continuously learns from sales results and updates deals and suggestions in real time

Dreamhub cons:

• Brand-new tool founded in 2024; company has a limited track record, few user reviews, and little social proof of effectiveness
• May lack historical insights needed to truly optimize sales processes; teams may have to be patient as Dreamhub learns from their activity over time

12. Gong

G2 score: 4.8 out of 5 stars (6,253 reviews)

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‍Gong is an AI-powered revenue intelligence platform that uses agentic AI to help sales teams win more business. By analyzing sales interactions, Gong helps sales, RevOps, and GTM teams identify deal risks, streamline sales coaching, and predict pipeline more accurately based on the data your team generates every day.

Gong features:

• Conversation intelligence tools that enable teams to automatically capture and analyze customer interaction data, syncing it to the rest of the sales tech stack
• Improve sales forecasting with Gong leveraging over 300 buying signals in real time to better predict deal outcomes
• Purpose-built AI agents for revenue teams that equip reps with proven insights to deliver better sales outcomes
• Detect deal risks and emerging trends automatically to see which accounts might be most receptive to your pitches — and which might be thinking about trying a competitor
• Use generative AI to personalize content for each customer to improve pipeline conversion and get deals done faster

Gong pros:

• Very well reviewed by thousands of customers; tons of social proof of other companies using Gong to great effect
• Multilingual capabilities, with the ability to use AI to translate insights into more than 70 languages
• Integrations with popular sales tools like HubSpot, Salesforce, Salesloft, Slack, Zoom, Outlook, Google Workspace, and more

Gong cons:

• No pricing information is publicly available, which can put the platform out of reach for smaller teams
• No free trial available on Gong’s website; teams may have to take the leap after a demo instead of testing it out themselves

How to pick the best ABM tools for your team

Just like every other piece of technology, there’s no one-size-fits-all ABM stack. The right tools for your team will depend on your organization’s unique circumstances and goals, along with what your current tech stack looks like.

To choose the right tools, you need to strike the balance between what you’re trying to accomplish and what your team can actually implement and scale.

Stage of ABM

How mature is your GTM team? If you’re just getting started with ABM, you likely only need foundational technologies, like a CRM, sales intelligence, and marketing automation. As your team grows, add on additional layers — like intent data, predictive scoring, and orchestration — to enable deep personalization at scale.

ABM goals

Next, determine what your goals are. If you’re focused on top-of-funnel pipeline growth, tools that help you track intent and target accounts with precision are must-haves. If you’re more interested in accelerating deal cycles, sales engagement solutions and tools that track real-time buying signals can drive faster, more informed outreach.

Bottom line? Figure out what you’re ultimately trying to accomplish and work backward to choose the tools that will help you get there.

Integrations with your tech stack

Making the most out of ABM tools is only possible if the technologies you deploy play nicely with the rest of your marketing and sales tech stack. Before deploying any new tools, though, check to see whether they’re compatible with your CRM; the right tools should be able to push and pull data from platforms like HubSpot and Salesforce automatically, maintaining a single source of truth. 

While you’re at it, look for tools that automatically enrich data, ensuring GTM teams have a robust view of each account and are always working off the same data.

Pro tip: Whatever you do, avoid siloed tools, which introduce friction, frustrate workers, and often require manual workarounds which stifle sales productivity. 

Scalability

The right ABM tools will also be able to keep pace with your business’ growth. As your team expands, campaigns become more complex, and the volume of data under your control continues to grow, it’s important to ensure the platforms you choose are built to support more users and campaigns. 

Of course, you’ll also want to assess cost scalability. Does the pricing of each tool grow predictably? Or might you have to pay more as your team expands its usage?

Scalability is something you simply cannot overlook. The last thing you want is to rack up quick ABM wins only to learn the hard way that your tools weren’t designed for bigger teams and be forced to pivot to yet another new solution.

How LeadIQ helps ABM teams

By helping sales and marketing teams identify high-value contacts within target accounts, automatically capturing and enriching contact data, and tracking buying signals in real time, LeadIQ is an essential tool in your ABM stack. 

Coupled with writing tools powered by generative AI, LeadIQ helps sales teams personalize outreach at scale, reaching the right people with the right message at the right time.

To learn more about how LeadIQ can transform your team’s approach to ABM, request a demo today.

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