4 Account Based Marketing Software Tools That'll Actually Move the Needle in 2025

Look, we need to talk about account based marketing software for a second.

The market's flooded with platforms promising to revolutionize your B2B strategy, but here's the truth: most companies end up either overspending on enterprise behemoths they can't fully utilize, or cobbling together point solutions that don't actually talk to each other. It's frustrating as hell.

But here's the good news—you don't need a Swiss Army knife when a scalpel will do the job better. The secret isn't finding the platform with the most features or the biggest brand name. It's about finding the tool that matches your team's maturity level, budget, and actual use case.

I've spent months diving into ABM platforms, talking to marketing teams who've actually used them (not just the case studies the vendors want you to see), and testing different approaches. What I found might surprise you: the best account based marketing software for your team probably isn't the one everyone's talking about at conferences.

In this guide, we're covering four ABM platforms that each excel in different scenarios. No fluff, no vendor speak—just straight talk about what works, what doesn't, and who should actually be using each tool.

Let's get into it.

Before we jump into the tools, let's set some ground rules.

Account-based marketing software helps sales and marketing teams automate the process of identifying target accounts while nurturing the ones most likely to convert, helping generate leads that fit your ICPs, create messaging that resonates with buyers, personalise the user journey, and encourage potential customers to move down the ABM funnel.

But honestly? That's just table stakes.

The real value comes from platforms that help you:

• Identify accounts showing actual buying intent—not just companies that fit your ICP on paper

• Coordinate across channels without needing a PhD in marketing ops to set everything up

• Prove ROI to leadership with attribution that doesn't require creative accounting

• Align sales and marketing so they're actually working from the same playbook

Account-based marketing (ABM) has become an essential strategy for B2B organizations seeking precision targeting, personalized engagement, and higher ROI, as marketing budgets continue to tighten and enterprises are increasingly adopting account-based marketing software to unify sales and marketing data.

The platforms we're covering today each tackle these challenges differently. Some are built for speed and simplicity. Others are designed for complex, multi-touch enterprise sales cycles. None of them are "the best"—they're just the best for specific situations.

Let's start with RollWorks, because it's probably the most practical option on this list.

RollWorks is an account-based marketing software that aligns marketing and sales teams, enabling B2B companies to identify, engage, and grow revenue from high-value accounts using a proprietary database of over 18 million vetted B2B companies, employing machine learning models to score accounts and prioritize those most likely to convert.

What I love about RollWorks is that it doesn't pretend to be something it's not. It's not trying to be an all-encompassing revenue intelligence platform. Instead, it focuses on doing a few things really well: building target account lists, running coordinated ad campaigns, and sending real-time alerts to your sales team when accounts heat up.

A notable feature on RollWorks is the 'Command Centre'—a centralized dashboard that consolidates data signals—such as fit, intent, and engagement—into a unified interface, providing actionable insights and recommendations, allowing users to prioritize accounts, execute targeted actions directly from the dashboard, and monitor account progression.

In practice, this means your team isn't jumping between five different tools to figure out which accounts to focus on today. Everything's right there. And yeah, that actually matters when you're trying to move fast.

This platform shines for:

• Mid-market B2B teams who need to launch ABM programs quickly without a six-month implementation

• Companies with limited resources who can't afford a dedicated ABM specialist just to manage the platform

• HubSpot and Salesforce users looking for something that integrates cleanly with their existing stack

RollWorks has strong fit for HubSpot, Salesforce and Reachdesk users, with simple audience building and display ads, and journey stages with pipeline tracking.

Here's where RollWorks falls short: if you need deep creative personalization or constantly rotating ad variations, you might find the platform a bit limiting. The ad personalization options feel a bit limited compared to some advanced ABM software.

Also, this isn't the tool for companies running one-to-one ABM programs with hyper-customized experiences for each account. It's built for one-to-many and one-to-few approaches.

RollWorks offers tiered plans plus ad spend. While exact pricing isn't publicly listed, expect to invest in both the platform subscription and your advertising budget. For most mid-market teams, you're looking at a total investment that's manageable but not pocket change.

Bottom line: If you want to get ABM up and running this quarter without drowning in complexity, RollWorks is your best bet. Just make sure you've got creative and offers ready to rotate regularly so your ads don't go stale.

Terminus is a different animal entirely.

Terminus is an ABM platform that unifies and enhances GTM strategies for B2B organizations by integrating data, multi-channel engagement, and analytics, enabling marketing and sales teams to identify, engage, and measure interactions with high-value accounts throughout their lifecycle.

Where RollWorks focuses on simplicity, Terminus embraces sophistication. This is the platform you choose when you're running complex, multi-touch campaigns across display, social, email, and direct mail—and you need everything coordinated like a symphony.

A major selling point for Terminus is its 'Prospect Engine'—which leverages intelligent account and contact data to identify and score potential customers, uncovering best-fit accounts (even those not in the CRM) by analyzing in-marketing signals and intent data from Bombora.

This is where Terminus really separates itself. The integration with Bombora's intent data means you're not just guessing which accounts to target—you're getting signals about which companies are actively researching solutions like yours.

Terminus is an ABM suite that connects ads, web chat, email, and analytics in one place, running always-on account ads, converting visits with chat, and giving SDRs a reason to reach out.

The coordination piece is critical. Your display ads, LinkedIn campaigns, and sales outreach can all respond to the same engagement signals, creating a cohesive experience for your target accounts. When done right, it's incredibly powerful.

Let's be honest about what you're getting into. Terminus is a robust ABM platform for marketing teams, known for its advertising capabilities and long track record in the account-based marketing space, but it's not a plug-and-play solution.

Getting the system up and running took some prep, according to users who've implemented it. You'll need clean data, clear processes, and someone on your team who can dedicate time to managing the platform.

This platform makes sense for:

• Enterprise B2B companies with longer sales cycles and multiple decision-makers per account

• Teams with dedicated ABM resources who can fully leverage the platform's capabilities

• Organizations running coordinated campaigns across multiple channels simultaneously

If you're a scrappy startup or a small team wearing multiple hats, Terminus might be overkill. But if you're at the stage where ABM is a core strategy (not just an experiment), this tool can deliver serious results.

Pricing is a known downside, as Terminus doesn't publicly list prices (sales-led process) and is considered a premium product. Translation: this isn't cheap, and you'll need to go through their sales process to get actual numbers.

Most major ABM platforms are enterprise-class software investments that can easily run well over US $2500 per month, and therefore over $30k per year, and Terminus falls into this category.

Bottom line: Terminus is the choice for teams running sophisticated, multi-channel ABM programs who need deep analytics and coordination across their entire go-to-market motion. Just make sure you have the budget and resources to actually use it properly.

Here's where things get interesting.

While most ABM platforms focus on accounts, Influ2 takes a radically different approach. Influ2 is a person-based advertising platform that allows B2B marketers to target specific decision-makers within their chosen accounts, providing a more focused approach to advertising and creating personalized ad campaigns across various digital platforms.

Think about that for a second. Instead of targeting "Acme Corp" as a whole, you're serving ads to Sarah (the VP of Marketing), John (the CTO), and Lisa (the CFO)—the actual people involved in the buying decision.

One of the standout features of Influ2 is its ability to track engagement at the individual level, allowing marketers to monitor how specific people within target accounts interact with their ads, providing valuable data for sales teams.

This level of granularity is wild. Your sales team can see that Sarah clicked on your ROI calculator ad three times this week, while John downloaded your technical whitepaper. That's actionable intelligence they can use in their outreach.

Influ2 has pioneered person-based advertising, offering a next-generation approach to ABM that targets individual decision-makers within accounts, with behavioral tracking that ensures ads reach verified contacts who are part of the buying committee.

This approach solves one of the biggest frustrations in traditional ABM: you know an account is engaged, but you don't know who specifically is interested. Influ2 eliminates that blind spot.

This platform is ideal for:

• Complex B2B sales with multiple stakeholders where you need different messaging for different personas

• High-value deal environments where understanding individual engagement justifies the investment

• Companies with strong sales teams who can effectively use the person-level insights in their outreach

If your sales cycle involves convincing 6-10 different people at a target company, and each one cares about different things, Influ2 gives you the precision to address that complexity.

Keep contact lists aligned with GDPR and internal rules

when using Influ2. Person-based advertising requires careful attention to privacy regulations, especially if you're targeting accounts in Europe.

Influ2 pricing includes platform license plus media. Like most enterprise ABM tools, you'll need to contact their sales team for specific pricing, but expect this to be a premium investment given the sophistication of the technology.

Bottom line: Influ2 is for teams who need surgical precision in their ABM approach and have the sophistication to leverage person-level insights effectively. If you're still figuring out basic account targeting, start simpler and graduate to this later.

Let's talk about something most ABM articles skip: none of these fancy platforms matter if your data is garbage.

Cognism is an account-based marketing platform for building laser-targeted lists, removing the need for credits by offering unrestricted views and individual/page-level exporting.

Cognism isn't trying to be an all-in-one ABM platform. Instead, it focuses on solving the foundational problem: getting you accurate contact information for the right people at your target accounts.

You can access manually-verified phone numbers with Diamond Data®, so you always reach the right B2B decision-makers.

This is huge. How many times have you or your sales team wasted hours dialing numbers that are disconnected or reach the wrong person? Diamond Data solves that by manually verifying numbers before they enter the system.

In platform, teams can build prospecting lists to filter out their ICP by industry, intent data, and additional trigger points, enabling 1, 1, and 1 programs with hyper-targeted campaigns from high-priority accounts.

The real power here is the flexibility. Whether you're running highly personalized one-to-one ABM or broader one-to-many campaigns, Cognism gives you the targeting precision to build the right lists.

Cortex AI for company research shaves hours off building ABM landing pages or prepping for cold calls with AI-assisted research that surfaces the business model, strategy, direction, revenue and competitors of target accounts.

Think about how much time your team spends researching accounts before outreach. Cortex automates the grunt work, so your reps can spend time on actual conversations instead of endless LinkedIn stalking.

Run GDPR- and CCPA-compliant campaigns across EMEA, NAM, and APAC. If you're targeting accounts internationally, this isn't a nice-to-have—it's essential.

This platform is perfect for:

• Teams building ABM lists from scratch who need reliable contact data

• Organizations with aggressive outbound sales motions where phone and email accuracy matters

• Companies targeting international accounts that need compliant data across regions

CRM enrichment automatically updates Salesforce or HubSpot records with verified data for smoother sales handoffs. This means your data doesn't live in a silo—it flows directly into your existing systems.

No hidden platform fees: You only pay for licenses and add-ons. Cognism's transparent pricing model is refreshing in a market where most vendors make you jump through hoops to understand costs.

They offer two main packages: Grow for essential contact and company data, and Elevate which adds advanced intelligence and intent signals.

Bottom line: If your ABM strategy is being held back by crappy data, unreliable contact information, or hours wasted on manual research, Cognism should be your first investment. You can't execute sophisticated campaigns if you can't even reach the right people.

Alright, we've covered four solid platforms. Now comes the hard part: figuring out which one makes sense for your situation.

Be honest about where you are:

• Just getting started with ABM? Go with RollWorks. It'll get you running quickly without overwhelming your team.

• Running coordinated multi-channel campaigns? Terminus gives you the orchestration capabilities to execute sophisticated programs.

• Selling to large buying committees? Influ2's person-based approach lets you engage individual stakeholders with precision.

• Struggling with data quality? Fix your foundation first with Cognism before investing in more complex platforms.

Account-Based Marketing platforms in 2025 come with a wide pricing spread, ranging from $399 per month for entry-level plans to well over $30,000 annually for enterprise-grade solutions, shaped by account volume, data complexity, integrations, and support level.

Don't just look at platform costs. Factor in:

• Implementation time (some platforms need months to properly configure)

• Ad spend (most platforms charge separately for media)

• Staff resources (complex platforms need dedicated people to manage them)

• Integration costs (connecting to your existing tech stack)

Most ABM platforms integrate with existing sales and marketing automation systems, aligning teams while improving collaboration, communication, and productivity.

Check that whatever platform you choose plays nicely with your CRM, marketing automation, and other core systems. A powerful platform that doesn't integrate is basically useless.

You might be wondering why we didn't cover Demandbase or 6sense—the 800-pound gorillas of the ABM space.

Here's the deal: Demandbase is one of the legacy contenders among account-based marketing software, offering comprehensive capabilities spanning data enrichment, intent data, advertising, orchestration, and attribution, positioning itself as an end-to-end ABM solution, particularly powerful for connecting sales teams and marketers around unified account intelligence, often chosen by large enterprises with complex tech stacks.

They're excellent platforms—but they're also expensive, complex, and require significant resources to implement properly. You need to budget not just for the tool itself, but also for the resources and time required to utilize it effectively.

For most companies reading this, the platforms we covered will deliver better ROI because you'll actually be able to use them effectively.

Here's something most people get wrong: they think they need to choose one ABM platform.

In reality, the best setups often combine tools:

• Cognism for data and list building

• RollWorks or Terminus for campaign execution

• Your existing CRM (Salesforce, HubSpot) for pipeline management

• Influ2 layered in for high-value accounts that justify person-level targeting

One decision to make early on is whether you want a full stack solution or to build your own point solution, as full stack platforms are almost always more expensive, and with point solution tools, you can prioritize the technology you need to meet your business aims.

Don't expect miracles overnight. The setup process typically takes several weeks to complete

for most ABM platforms, and that's after you've sorted out your data, defined your ICP, and aligned your sales and marketing teams.

Plan for:

• Weeks 1-2: Platform setup and integration

• Weeks 3-4: List building and campaign development

• Month 2: Testing and optimization

• Month 3+: Scaled execution and refinement

Look, choosing account based marketing software doesn't have to be this paralyzing decision that takes six months and involves 47 stakeholder meetings.

Here's the simple truth:

If you need to launch ABM quickly → Start with RollWorks
If you're running sophisticated multi-channel programs → Invest in Terminus
If you're targeting complex buying committees → Layer in Influ2
If your data is holding you back → Fix it with Cognism first

The "best" ABM platform is the one you'll actually use effectively—not the one with the most impressive demo or the biggest brand name.

The best way to really tell if a tool is right for your business is to use it, as many of these platforms offer demos and free trials, so take advantage of these as part of your decision-making process.

Stop researching, pick a platform that matches your current situation, and start running campaigns. You'll learn more in three months of actual execution than you will in another year of evaluation.

Your target accounts are out there right now, researching solutions. They're not waiting for you to find the perfect ABM platform.

Get something in place, start engaging them, and iterate as you go. That's how you actually build an ABM program that moves the needle.