If you’re doing account-based marketing, there are a ton of tools built to help you—each with its own function, benefit, and price point.

It can be hard to decide which you need, let alone keep track of which tools compete with each other and which complement each other.

To help you, we created a list of ABM tools organized by function:

Each section has a quick summary of the tool, plus user ratings from G2 and pricing information whenever available. Without further ado, here’s the list.

(Note: Want to see who’s visiting your website—even if they don’t fill out a form? Try Leadfeeder for free.)

Account-Based Marketing Tools for Lead Generation and List Building

The tools in this category help you with perhaps the most important part of account-based marketing: building your list of leads and keeping track of behavior that signals purchase intent.

1. Leadfeeder

Pricing: 14-day free trial, pricing starts at $55/mo.

Rating: 4.7/5 stars on G2Crowd (based on 36 reviews).

Leadfeeder lets you see which companies are visiting your website. Leadfeeder uses the Leadfeeder Tracker script to pull your data. You can quickly find contact information for the leads you want, and hide companies you’re not interested in.

2. LeadGenius

Pricing: Upon request.

Rating: 4.5/5 stars on G2Crowd (based on 2 reviews).

LeadGenius is a part software, part human resource: data intelligence is gathered and filtered on the platform, but they make human research teams available to their clients to ensure high-quality data at all times. Naturally, that makes it a highly accurate (but likely very expensive) solution.

3. Vainu

Pricing: Pricing starting at 6,600€ per year for five users.

Rating: 4.7 / 5 on G2.

Vainu enables you to laser-focus your account-based marketing efforts with dynamic company information. Identify and segment your best-fit accounts for each campaign based on hundreds of company filters, target your ABM efforts on those with relevant buying signals, such as expansions or a change in leadership and create messaging that speaks to your audience.

4. Datanyze

Pricing: Upon request.

Rating: 4.1/5 stars on G2Crowd (based on 355 reviews).

Datanyze offers marketers the ability to build and curate a list of prospects, plus a chance to score leads before and after they’re in the pipeline. Pricing isn’t available for the full software, however Datanyze does have a free Chrome extension for marketers and salespeople looking to prospect on a tight budget.

5. DataFox

Pricing: Scales with company size.

Rating: 4.4/5 stars on G2Crowd (based on 54 reviews).

DataFox allows marketers to search for companies similar to existing customer profiles, as well as search for companies that fit a list of specific criteria. It’s more hands-on than some of the previous options mentioned and reviewers say that it is mostly reliable, but works better for finding individuals rather than key decision makers within one company.

6. InsideView

Pricing: Upon request.

Rating: 4.3/5 stars on G2Crowd (based on 409 reviews).

InsideView is another tool that marketers can use to search for and gain insights on prospects. It includes access to contact information and publicly available activity to help marketers know how and when to act. Pricing information is not provided.

7. Nudge

Pricing: Freemium model.

Rating: 4.8/5 stars on G2Crowd (based on 15 reviews).

Nudge primarily helps marketers and salespeople keep track of leads that are already in their pipeline. It sends regular updates and reminders based on which leads are due for interaction and helps you identify contacts held in common. There is a free Google Chrome extension available to individuals, with more powerful versions starting at $19.95/user/month.

8. Owler

Pricing: Free.

Rating: 4.2/5 stars on G2Crowd (based on 28 reviews).

While Owler has a more comprehensive enterprise solution (for those interested), its primary offering is completely free. It sends you a daily snapshot of activity regarding your prospects, with a focus on funding and acquisition information. The enterprise solution provides more complete company data, relationship graphs, and real-time news alerts.

9. ZoomInfo

Pricing: Free trial, pricing upon request.

Rating: 4.2/5 stars on G2Crowd (based on 778 reviews).

ZoomInfo is geared toward gathering the information you need to conduct ABM by allowing you to search by contact and company, then compile lists of individuals to contact within each target company. Bonus features include tools to regularly clean your data and a chrome extension that displays contact info for anyone you’re researching on sites like LinkedIn.

10. Leadiro

Pricing: Free trial, pricing starts at $99/mo.

Rating: 4.5/5 stars on G2Crowd (based on 34 reviews).

Leadiro is a straightforward ABM tool that lets you search for new contacts and leads using extensive filters and search parameters, or collect business intelligence on companies you’re already targeting. Pricing increases with the number of contacts you want to download to your CRM: you can download 5 contacts per month for free, or move to their base $99/month plan to get up to 1,000 contacts. Higher plans grant access to more contacts.

11. LeadSift

Pricing: Free demo.

Rating: N/A.

LeadSift is another hybrid between platform and human assistance. Marketers can define their parameters and hand off the grunt work to LeadSift’s team, and/or conduct searches in the LeadSift database. Then, LeadSift sends updates based on which targets are engaged, which are showing buying intent, and which are talking to competitors. Pricing information is not available on their site.

12. HG Data for Salesforce Lite

Pricing: Free.

Rating: 4.2/5 stars on G2Crowd (based on 289 reviews).

HG Data has several solutions of interest to marketers. They offer a free Google Chrome extension (“HG Data for Salesforce Lite”) that works in conjunction with Salesforce to display technographic data on target companies (i.e., it shows you which technologies they use and whether any of those compliment what you sell). They offer more powerful solutions for a price. They also have HG Data Audience, a tool to help marketers deliver messages to prospects.

13. LinkedIn

Pricing: Free.

Rating: N/A.

If the only thing you want to spend on lead generation is time, then you can search LinkedIn manually for business contacts. Since this is by far the most difficult method of piecing together a list, LinkedIn is better used as a backup if your other tools produce outdated information. In addition, LinkedIn Marketing Solutions allows you to engage in targeted ad campaigns once you’ve built your list and start implementing strategies.

14. ReachForce SmartSuite

Pricing: Free.

Rating: 3.5/5 stars on G2Crowd (based on 10 reviews).

ReachForce is a tool focused on keeping business intelligence and lead data clean. New users get an intensive database cleanse followed by continual monitoring and updates. It’s ideal for marketers whose lead list is outdated or regularly suffering from poor data quality.

15. TechTarget Priority Engine

Pricing: Free.

Rating: 4.2/5 stars on G2Crowd (based on 289 reviews).

TechTarget’s Priority Engine is another tool to help marketers build and monitor a list of ABM-worthy prospects. Priority is, naturally, given to prospects demonstrating buying intent and the tool provides behavioral insights on prospects. It’s worth noting that they are partnered with HG Data, another company mentioned earlier on this list.

16. Everstring

Pricing: Upon request.

Rating: 4.3/5 stars on G2Crowd (based on 25 reviews).

Everstring provides marketers with tools for search, list building, and lead scoring. They also have a build-your-own predictive model feature. It’s good for marketers who already know which behaviors they want to see in their targets, but less helpful if you want a more done-for-you approach.

17. AdDaptive Intelligence

Pricing: Upon request.

Rating: N/A.

AdDaptive Intelligence is all about ABM list building. They take into account online and offline business data, identify business IP addresses without cookies, and help their customers identify audiences similar to existing clients and prospects.

Tools for Executing Account-Based Marketing Strategies

These tools focus on the second stage of account-based marketing: reaching your prospects and drawing them into your sales pipeline.

18. Uberflip

Pricing: Upon request.

Rating: 4.5/5 stars on G2Crowd (based on 74 reviews).

Uberflip is a marketing tool specifically designed for implementation of strategies like ABM. It helps marketers execute account-specific messaging, organize resources into a content library, and sync content strategy between sales reps and marketers.

19. Groove

Pricing: Upon request.

Rating: 4.7/5 stars on G2Crowd (based on 147 reviews).

Groove helps salespeople keep track of account engagement and get snapshots of companies, filter and label prioritized leads, and keep up with multiple contacts from each company you’re targeting. It’s one small aspect of ABM; those interested in more complete tools will need to look elsewhere.

20. HubSpot

Pricing: $800/mo.

Rating: 4.3/5 stars on G2Crowd (based on 2,802 reviews).

HubSpot has a number of free tools for marketers to use, but the really useful ones for ABM don’t come out until you’re ready to spend $800/month on the platform. That’s when HubSpot’s “Smart Content” feature is unlocked. The Smart Content tool lets marketers deliver personalized content to prospects, and is complemented by a host of other HubSpot tools.

21. Sendbloom

Pricing: Upon request.

Rating: 4.7/5 stars on G2Crowd (based on 25 reviews).

Sendbloom integrates with Salesforce and Gmail to help marketers create one-to-one campaigns. Marketers can add their own data into the tool to see insights from other tools while using Sendbloom. It also provides follow-up information on things like replies and clicks straight in Salesforce.

22. Adobe Campaign

Pricing: Upon request.

Rating: 4.0/5 stars on G2Crowd (based on 262 reviews).

Adobe Campaign boasts of robust tools for email and mobile marketing, campaign creation, and full journey management. It’s a solid option for marketers who aren’t afraid of a complex system and want the extensive segmentation and control this tool offers.

23. Act-On

Pricing: Upon request.

Rating: 4.1/5 stars on G2Crowd (based on 631 reviews).

While Act-On has many of the usual marketing automation tools (from landing pages and forms to event and webinar scheduling), it does have several ABM-specific features. For example, it allows users to plan campaigns and track engagement levels by account, taking all decision makers’ behaviors into consideration.

24. LayerEngage

Pricing: Upon request.

Rating: N/A.

Layer is a conversational marketing tool with a focus on automatically qualifying leads, engaging prospects wherever they are, and booking meetings through chatbots. The tool syncs with your existing list of target accounts and sends real-time notifications of conversations (so you can take over when needed).

25. ActiveDemand

Pricing: Free trial, pricing upon request.

Rating: 4.5/5 stars on G2Crowd (based on 53 reviews).

ActiveDemand is strong option for those interested in account-based marketing. Features include things like dynamic content, automatic segmentation, predictive email sending, behavioral retargeting, and lead scoring.

26. Outbrain Amplify

Pricing: Flexible.

Rating: 3.4/5 stars on G2Crowd (based on 73 reviews).

Outbrain Amplify offers both a managed service and a self-serve platform for ad placement and segmented ad campaigns. It’s specifically for placing your ads on high-traffic sites in high-visibility areas. It’s not necessary for a good ABM effort, but it’s a useful tool to have if it’s right for your audience.

27. PathFactory

Pricing: Upon request.

Rating: 4.5/5 stars on G2Crowd (based on 37 reviews).

PathFactory describes their platform as consisting of two parts: Content Insights and Content Activation. It provides insight into how prospects are interacting with content (and analysis of what will work better in the future), along with a path to deployment of your content. Onboarding and set-up takes a minimum of ten days, so it’s not a plug-and-go solution.

28. Seismic

Pricing: Upon request.

Rating: 4.6/5 stars on G2Crowd (based on 165 reviews).

Seismic brands itself as a tool to bring marketing and sales teams together. In ABM, communication and shared resources between marketers and sales teams is key. Seismic is a tool that makes it easier to measure which content is working hardest, keep everyone on brand, and ensure that salespeople use the content and insights marketing provides.

29. Bound

Pricing: Upon request.

Rating: 5/5 stars on G2Crowd (based on 1 review).

Bound is an ABM tool that helps you personalize the path visitors take when they arrive at your homepage. In particular, personalized experiences trigger when someone from an account you’re targeting visits your website. It also has tools to help direct prospects to upcoming events.

30. Personyze

Pricing: Free trial, pricing starts at $250/mo.

Rating: N/A.

Personyze is a platform designed for B2C marketing that can also work for B2B marketers. Features include omnichannel personalization, a recommendation engine, personalized emails and recommendations, personalized pop-ups, and behavioral targeting.

31. PFL Tactile Marketing Automation

Pricing: Upon request.

Rating: 4.3/5 stars on G2Crowd (based on 14 reviews).

PFL Tactile Marketing Automation lets marketers integrate their digital marketing efforts with direct mail efforts. PFL takes charge of printing & mailing marketing materials whenever doing so is triggered by a campaign you set up. It’s a clever way to use ABM that many marketers overlook.

32. Integrate

Pricing: Upon request.

Rating: 4.2/5 stars on G2Crowd (based on 3 reviews).

Integrate syncs with several lead data generation platforms or functions just as well if you manually upload your target list. It cleans your data (just in case), then can be used for common ABM needs like launching customized campaigns, storing and organizing content assets, and analyzing performance.

33. Kwanzoo

Pricing: Upon request.

Rating: N/A.

Kwanzoo offers implementation tools around advertising and retargeting, then analyzing your results. It encourages collaboration between sales and marketing. Kwanzoo markets itself as being especially good for those looking to conduct ABM around the world rather than in the U.S. exclusively.

Full Stack Account-Based Marketing Solutions

These solutions provide everything (or close to it) that you need to run account-based marketing. They’re likely easier to implement, but may be less cost-effective than point solutions. It all depends on which tools you need to execute account-based marketing.

34. Marketo

Pricing: Upon request.

Rating: 4.1/5 stars on G2Crowd (based on 1,624 reviews).

Marketo is a well-known marketing automation platform that promises every tool you need for effective ABM: targeting and list-building; personalized, cross-channel engagement tools; account scoring; segmentation; analytics based on revenue; and more.

35. Radius

Pricing: Free demo.

Rating: 3.9/5 stars on G2Crowd (based on 15 reviews).

Radius offers extensive tools for new account discovery, revitalizing leads lost in your CRMs, and finding upsell opportunities with existing clients. It also comes with tools to deploy targeted marketing campaigns and time engagement with up-to-date business intelligence. That said, Radius splits these offerings into several platforms, so you can pick and choose individual pieces if you don’t want the full stack solution.

36. MRP Prelytix

Pricing: Upon request.

Rating: N/A.

MRP Prelytix is somewhere between a service and a tool: initially, your information is loaded into a predictive analytics platform that generates a list of highly targeted leads. Then, you can map content to things like buyer stages, keywords, and other triggers. But, execution of that plan is handled by the MRP team. If you want to follow the process but take a more hands-off approach to ABM implementation, this may be a good choice.

37. Engagio

Pricing: Upon request.

Rating: 4.4/5 stars on G2Crowd (based on 68 reviews).

Engagio is a true full stack ABM platform that helps with everything from generating your list of leads to executing your strategy to reviewing performance and tweaking your operation. Unlike some of the platforms listed here, it was created specifically for account-based marketing.

38. Apollo

Pricing: Upon request.

Rating: 4.5/5 stars on G2Crowd (based on 50 reviews).

Apollo (formerly ZenProspect) isn’t a full stack tool in the sense that you can manage full blown ABM campaigns, but it deserves a place in this section because it’s more than just a prospecting tool. It gives reps suggestions for what to say or message a prospect based on that prospect’s activity, it provides analysis of current methods being used, and comes with small bonus features like call transcription.

39. Demandbase

Pricing: Upon request.

Rating: 4.0/5 stars on G2Crowd (based on 35 reviews).

Demandbase promises to bring together “audience creation, management, activation, and measurement” all under one platform. It’s designed for account-based marketing and has a full suite of tools to execute ABM strategies from one dashboard.

40. Jambo

Pricing: Upon request.

Rating: N/A.

Jambo is a true full stack marketing automation platform, but it’s designed specifically for businesses in global manufacturing. If that’s your field, it should be a top contender; if not, it’s best to move on to other tools.

41. 6sense

Pricing: Upon request.

Rating: 3.9/5 stars on G2Crowd (based on 51 reviews).

6sense has three platforms that can be used in conjunction as a full stack solution: Uncover, Accelerate, and Capture. 6sense claims it can even gather insights based on ‘dark funnel’ (as opposed to known funnel) behavior and give marketers a competitive advantage on the market. It also has predictive analysis, campaign creation tools, and insights for sales.

42. LeadLiason

Pricing: Starting at $250/mo.

Rating: N/A.

LeadLiason (a company proud of its Texan heritage) offers a full stack ABM solution with some creative extras like the ability to deliver company swag to serious prospects. While the smallest plan starts at $250/month, many marketers searching for a full suite of ABM tools will be more interested in their omnichannel solution, which starts at $650/month.

43. Celsius International

Pricing: Upon request.

Rating: N/A.

Celsius International boasts of many high profile clients (such as Lenovo, Cisco, BMW, and Dell) for their end-to-end ABM solution. In addition to the basics—list building, campaign creation, and analysis—they provide their users with technographics and social ABM tools.

44. Triblio

Pricing: Upon request.

Rating: 4.3/5 stars on G2Crowd (based on 18 reviews).

Triblio combines inbound and outbound marketing tools in one, comprehensive ABM platform. This tool includes account targeting and scoring, web personalization, account based ads, personalized content deployment, and more.

45. Bombora

Pricing: Upon request.

Rating: 4.2/5 stars on G2Crowd (based on 10 reviews).

Bombora’s offerings include tools for account ad targeting, site personalization, contact acquisition, and email/marketing automation. It’s not the most comprehensive—or the most ABM focused—but it’s still a popular platform with multiple options for account-based marketing. One unique offering they have is Company Surge, which shows you which companies are searching for your company.

46. Madison Logic

Pricing: Upon request.

Rating: 3.8/5 stars on G2Crowd (based on 13 reviews).

Madison Logic is a self-serve ABM program that walks you through finding contacts, engaging them, and measuring marketing ROI. This particular offering is the result of a partnership with Marketo.

47. Salesforce Einstein Analytics

Pricing: Upon request.

Rating: 4.6/5 stars on G2Crowd (based on 4 reviews).

If you’re a die-hard Salesforce user, Einstein Analytics is worth serious consideration. It’s developed by Salesforce to work seamlessly with their platform and is created specifically for account-based marketing. It’s heavily data driven, but also has the tools necessary for delivering content based on those insights. That said, if you don’t want to use the Salesforce CRM, this product isn’t for you.

What Next?

Now that you’ve seen all the top ABM tools currently on the market, it’s time to research your favorites further. One decision to make early on is whether you want a full-stack solution (expensive!) or to build your own point solution.

Combining free and inexpensive tools like Leadfeeder, Owler, and Nudge with one of the execution-oriented tools mentioned could be less expensive than a full-stack solution. Or, you might choose to compliment a full-stack solution with a few point-solution tools that do something the full-stack solution is still missing.

It all depends on what you’re trying to achieve and which tools you need to do it.