Account-Based Marketing (ABM) is now one of the top-performing B2B growth strategies. It’s not just about who you reach any longer, but more so about how precisely and personally you reach them. But the effectiveness of an ABM approach frequently comes down to the tools you use to implement it. This is where Account-Based Marketing platforms come into play.
In this post, we’ll let you in on what ABM platforms do, why you need one, and showcase the best ABM tools of 2025 that’ll help you get more leads, close bigger deals, and scale your outreach.
What Are Account-Based Marketing Platforms?
Account-Based Marketing platforms are software tools designed to help marketing and sales teams identify, target, engage, and convert high-value accounts. These platforms provide insights, automation, personalization, and tracking to support highly targeted campaigns at scale.
The best ABM platforms offer features like:
- Account targeting and segmentation
- Intent data and buyer signals
- Personalization across multiple channels
- Marketing and sales alignment tools
- Reporting and analytics focused on account performance
Why Use an ABM Platform in 2025?
ABM has become more complex and data-driven than ever. Without the right tools, it’s difficult to manage the level of personalization and coordination required.
Here’s why using an ABM platform is essential:
- Data-Driven Targeting: Quickly identify and prioritize high-value accounts based on real-time insights.
- Scalable Personalization: Deliver custom content to hundreds of accounts without losing relevance.
- Sales and Marketing Alignment: Ensure both teams work together using the same account data and KPIs.
- Multichannel Engagement: Reach decision-makers where they are—email, LinkedIn, web, and more.
- Measurable Results: Track engagement, pipeline influence, and ROI at the account level.
Top Account-Based Marketing Platforms in 2025
Here’s a detailed look at the leading ABM platforms, including their key features and ideal use cases.
1. Demandbase
Best For: Enterprise-level ABM with AI-driven targeting and analytics
Key Features:
- AI-powered intent data and predictive scoring
- Real-time account identification and web personalization
- CRM and marketing automation integrations (Salesforce, HubSpot, Marketo)
- Deep analytics and reporting dashboards
Pros:
Advanced targeting, great for scaling campaigns
Cons:
More expensive, learning curve for new users
2. Terminus
Best For: Full-funnel ABM and multi-channel engagement
Key Features:
- Targeted display advertising
- Email signature marketing
- Account-based analytics
- Sales enablement tools
- Native integration with major CRMs
Pros:
User-friendly, great support, covers marketing and sales outreach
Cons:
Less powerful intent data compared to some competitors
3. 6sense
Best For: Predictive ABM and sales intelligence
Key Features:
- Buyer intent signals and behavioral analytics
- Predictive lead scoring
- Dynamic content personalization
- Revenue AI engine for account forecasting
Pros:
Great for sales teams, strong predictive capabilities
Cons:
Can be overwhelming without technical knowledge
4. RollWorks
Best For: Mid-size B2B companies and startups
Key Features:
- Targeted advertising across web and social
- Account-based dashboards and journey stages
- Firmographic and technographic targeting
- Budget-friendly plans for smaller teams
Pros:
Affordable and scalable, excellent ad management
Cons:
Fewer native integrations than enterprise-level platforms
5. HubSpot ABM Tools
Best For: HubSpot users looking to add ABM without switching platforms
Key Features:
- Built-in ICP and account targeting
- ABM workflows and lifecycle tracking
- Sales and marketing automation
- Reporting by company and decision-maker
Pros:
All-in-one CRM and ABM solution, easy to use
Cons:
Limited advanced features compared to dedicated ABM platforms
How to Choose the Right ABM Platform
Choosing the right ABM platform depends on your business size, tech stack, goals, and budget. Here are some key questions to consider:
1. What’s your company size and team structure?
Larger enterprises may benefit from platforms like Demandbase or 6sense, while startups might prefer HubSpot or RollWorks.
2. What level of personalization do you need?
If you’re running one-to-one or one-to-few ABM campaigns, choose a tool with robust personalization and content delivery features.
3. Do you need predictive or intent data?
Platforms like 6sense and Demandbase offer AI-driven insights to help prioritize accounts actively in the buying process.
4. What’s your existing tech stack?
Make sure the platform integrates well with your CRM, marketing automation, and analytics tools.
5. What’s your budget?
ABM platforms vary widely in price. Start with a tool that fits your needs and allows you to scale over time.
Key Features to Look for in an ABM Platform
Here are the top features to look for when evaluating ABM software:
- Account Identification: Detect anonymous visitors and match them to target accounts.
- Intent Data Integration: Discover which accounts are actively researching your solution.
- Personalization Tools: Serve dynamic content based on firmographic and behavioral data.
- Ad Targeting: Deliver personalized ads across channels.
- Sales Enablement: Equip your sales team with real-time insights and account intelligence.
- Reporting & Attribution: Track the influence of ABM on pipeline and revenue.
Conclusion: ABM Platforms Drive B2B Growth in 2025
As Account-Based Marketing continues to evolve, having the right platform in place is critical to your success. Whether you’re targeting a few high-value accounts or scaling outreach across hundreds of companies, ABM platforms provide the insights, automation, and personalization you need to win more deals.
By choosing a platform that aligns with your goals, tech stack, and team size, you’ll not only improve campaign performance but also build stronger, more profitable relationships with your ideal customers.
