Quick answer: Account-based marketing (ABM) software helps B2B companies pick the organisations most likely to buy, spot when they are researching, and reach their decision-makers across ads, email, the website and sales outreach. As of October 2026, established options include Demandbase and 6sense (full ABM platforms), HubSpot’s target account tools, DemandScience (which now includes the former Terminus and Leadiro), Leadfeeder (website visitor identification), LeanData (routing and orchestration), Zymplify, Bound, and data providers LeadGenius and Vainu. Several tools on our original list have since been absorbed by other companies.
Account-based marketing flips the usual funnel. Instead of attracting as many individual leads as possible and filtering them, sales and marketing agree on a list of target accounts, learn who sits on each buying committee, and run coordinated, personalised campaigns to those companies. It works best for businesses selling high-value products or services with long sales cycles and several decision-makers.
We first published this list as “Best 15 Account Based Marketing (ABM) Software”. The ABM market has consolidated heavily since then. When we checked every product in October 2026, Engagio, Triblio and DataFox no longer had their own websites, Terminus and Leadiro had become part of DemandScience, and one vendor’s site could not be checked. The list below has the 10 tools we could confirm.
How to choose ABM software
- Start with your account list. If you do not yet know which accounts to target, you need data and intent signals (6sense, Demandbase, DemandScience, Vainu, LeadGenius). If you already have a list, focus on activation: ads, personalisation and sales follow-up.
- Intent data quality. Ask where the vendor’s “intent” signals come from (your own website, publisher networks, review sites or bidstream data), how fresh they are, and how they are matched to companies.
- Coverage of your markets. Many data sets are strongest in North America or, like Vainu, in specific regions such as the Nordic countries. Test coverage for the countries you sell to, including India if relevant.
- CRM integration. ABM only works if sales sees the same account view. Check the depth of integration with Salesforce, HubSpot or your CRM, including routing new leads to the right account owner.
- Privacy and compliance. Website visitor identification and contact data must comply with laws such as the EU’s GDPR and India’s Digital Personal Data Protection Act, 2023. Ask how data is sourced and how opt-outs work.
- Budget and team size. Full ABM platforms are usually annual, quote-based contracts. Smaller teams can start with CRM-based ABM features or a visitor identification tool.
ABM software compared
| Tool | Type | Best for | Pricing model (Oct 2026) |
|---|---|---|---|
| HubSpot | CRM with target account tools | Teams already on HubSpot Marketing or Sales Hub | Included in Professional and Enterprise tiers |
| Leadfeeder | Website visitor identification | Finding which companies visit your site | Free visitor identification; paid plans; 14-day trial |
| DemandScience (incl. former Terminus and Leadiro) | Intent data, audiences and campaigns | Outsourced, outcome-based ABM programmes | Quote / demo |
| LeadGenius | B2B contact data | Researching buying committees | Quote / demo |
| Demandbase | Full ABM platform | Enterprise ABM across marketing, ads and sales | Quote / demo |
| Vainu | Company data | Selling into the Nordic countries | Quote / demo |
| 6sense | Full ABM and intent platform | Predicting which accounts are in market | Free starting option for sales intelligence; paid plans |
| Bound | Web personalisation and advisory | Personalised website experiences for target accounts | Quote / demo |
| LeanData | GTM orchestration and routing | Routing leads and buying signals to the right owner | Quote / demo |
| Zymplify | Intent activation platform | Smaller B2B teams wanting intent, CRM and campaigns together | Quote / demo |
The 10 ABM tools in detail
1. HubSpot
HubSpot supports account-based marketing inside its CRM. Its knowledge base describes a target accounts page where marketing and sales teams monitor account progress, view each account’s buyer committee and contacts in buying roles, and take actions such as sending an email or enrolling a contact in a sequence. These features are available with Marketing Hub or Sales Hub Professional and Enterprise, according to HubSpot (some need HubSpot credits). The ideal customer profile (ICP) approach the original article described remains the starting point.
2. Leadfeeder
Leadfeeder identifies the companies behind anonymous visits to your website, shows what they looked at as a sign of buying intent, and helps you prioritise and retarget engaged accounts, with CRM connections such as HubSpot. Its site offers free web visitor identification “free forever” and a 14-day free trial of paid features with no credit card. Leadfeeder had been rebranded as Dealfront, and its site now says “Dealfront is now Leadfeeder”. We have removed the original article’s 2020 price and review score.
3. DemandScience (including the former Terminus and Leadiro)
Terminus, which the original article described as a full-service ABM platform, now redirects to DemandScience, and so does Leadiro, the B2B contact data platform also on our original list. DemandScience describes itself as B2B buyer intelligence that helps teams identify winnable accounts and activate them across channels, with account-based marketing, intent-driven campaigns, lead generation and its Audience Builder for defining and refining target audiences. It positions itself as an alternative to the cost and complexity of traditional ABM platforms.
4. LeadGenius
LeadGenius provides B2B contact data and buyer intelligence for revenue teams, including coverage of decision-makers and buying committees across target accounts. As the original article said, it combines software with human research: LeadGenius says it uses AI and large language models with human-in-the-loop checks for accuracy. It is a data source that feeds your ABM programme rather than a campaign platform.
5. Demandbase
Demandbase is one of the established ABM platforms. It covers account identification and prioritisation, intent data, marketing programmes, B2B advertising aimed at target accounts and buying groups, sales insights and unified account data, now with AI features. The original article’s point still applies: it lets teams run ABM across the whole customer journey from one platform instead of several point solutions.
6. Vainu
Vainu now focuses on Nordic company data: it says it covers more than 5.1 million Nordic companies and 10.5 million contacts, refreshed daily, with more than 550 data fields for filtering and segmenting and buying signals that trigger action. Data can be synced to your CRM or used through an API. It is a strong fit if you sell into Finland, Sweden, Norway or Denmark, and less relevant elsewhere. We have removed the original article’s undated G2 rating.
7. 6sense
6sense positions itself as an intelligence layer for go-to-market teams. Its website describes keyword-level intent data, identity resolution and website de-anonymisation at the buying-group level, predicted buying stages, combining your first-party data with third-party signals, and advertising based on current buying intelligence. Its sales intelligence product offers a free way to get started. As the original article said, its focus is on knowing which accounts are in market.
8. Bound
Bound says it delivers actionable intelligence, one-to-one web experiences and expert advisory services to make marketing more effective. In practice that means personalising your website for target accounts and segments, which matches the original article’s description of dynamic content and account behaviour analysis. Its website gives few details publicly, so ask for a demo.
9. LeanData
LeanData describes itself as AI go-to-market (GTM) orchestration for B2B teams. It connects buyers and signals to the right opportunities and owners through routing, speed-to-lead, buying committee and account-based marketing use cases, and a scheduling tool called BookIt, with deep Salesforce integration. It is the plumbing that makes sure ABM leads reach the right salesperson quickly.
10. Zymplify
Zymplify calls itself a buyer intent activation platform for B2B growth, with prospecting, marketing, sales, customer success and CRM and analytics hubs in one product. It lets teams spot companies showing buying intent, monitor behaviour in real time and run coordinated outreach, including ABM plays. As the original article said, it aims to cover finding and nurturing accounts in a single platform.
Removed since our earlier version
- Engagio: its website no longer resolves, and we could not find the product sold under its own name.
- Triblio: its website no longer resolves, so we could not confirm the product is still sold under that name.
- DataFox: datafox.com now redirects to Oracle’s marketing cloud pages, which do not mention DataFox, so it is no longer available as a standalone tool.
- Leadiro: now redirects to DemandScience and is covered under the DemandScience entry above.
- Madison Logic: its website blocked our automated checks in October 2026, so we could not verify its current products. Readers interested in ABM advertising and content syndication can contact the company directly.
Frequently asked questions
What is account-based marketing?
ABM is a B2B strategy in which marketing and sales focus on a defined list of target companies and run personalised campaigns to the people who make or influence the buying decision, rather than chasing individual leads.
What is intent data?
Intent data is a signal that a company is researching a topic, product or competitor, for example by visiting your website or reading related content elsewhere. ABM tools use it to decide which accounts to prioritise now.
Can small businesses do ABM?
Yes, on a smaller scale. A shortlist of target accounts in your CRM, a website visitor identification tool and personalised outreach can work without an enterprise platform.
Is ABM the same as lead generation?
No. Lead generation tries to attract many individual leads. ABM starts with the companies you want as customers and works to engage several people inside each one.
To build the foundation for ABM, compare CRM systems. To test landing pages for target accounts, see our list of A/B testing tools, and for agency-run campaigns, read about software for advertising agencies.
Product details were checked in October 2026 against each vendor’s official website and HubSpot’s knowledge base. The ABM market consolidates often, so confirm ownership and features with the vendor before you buy.
