5 Best ABM Platforms in 2026 Reviewed and Compared

Comparing ABM platforms feels like an intense game of find-the-difference. From intent signals to advertising and reporting, a lot of them seem similar on the surface. But once you zoom in and look at the details, you notice that they’re not all interchangeable.

None of them work in the same way, and there isn’t an overall “best” ABM platform. But there is a “better for you” option, depending on what you need.

We’ll break down what ABM platforms really do, how they differ, and which ones are worth considering based on your goals and strategy.

An account-based marketing (ABM) platform is a tool that helps Marketing and Sales work from the same list of target accounts, understand which companies are showing interest, and run coordinated programs to influence them through the buying journey.

Most ABM platforms offer some combination of:

• Account identification (firmographic, technographic, and intent insights)
• Audience segmentation (ICP matching, filters, buying groups)
• Multichannel advertising (LinkedIn, Facebook, Instagram, display networks,)
• Revenue reporting (account activity, pipeline influence, revenue impact)

But not all ABM tools operate at the same level. Most focus on account-level insights, while others (like Influ2) extend ABM to the contact level, helping teams see and influence the specific people who make decisions.

This is a very important distinction because B2B buyer behavior and expectations have shifted over the years. Legacy ABM platforms were built on the concept of reaching as many people within an account as possible, with little consideration for each individual person’s needs, pains, or place in the buyer journey.

Contact-level ABM platforms like Influ2 were built specifically for that reality. Instead of targeting an entire account, contact-level ABM tools let you zero in on the people within the account who play a role in the buying decision and focus your effort (and spend) on just those contacts.

A lot of the “best ABM software” roundups you read include dozens of tools. And while many of those tools are great, you don’t need most of them to run an account-based marketing program. Plus, staring at a list of 40+ “ABM tools” causes more confusion than clarity. 

We’ve narrowed down our list to the most popular ABM platforms that cover the main capabilities mentioned above. So while website de-anonymization and data enrichment tools can be helpful, they lack most of the other features you’d need to run a full ABM program. 

Our goal is to simplify your buying decision, not just give you more options.

Influ2 is the only tool that offers true contact-level ABM. It allows marketers to create and track intent signals from the exact contacts their salespeople are trying to engage and target those same people with ads to boost conversion rates throughout the sales cycle (from pipeline generation to retention and customer expansion).

Capabilities:

• Get contact-level intent signals across social media, search, third-party content, and ads
• Target prospects with cross-channel ads (including Meta, LinkedIn, Google, Bing, and Amazon) 
• See who your ads reached by name—without web forms, cookies, or IP-targeting (fully CCPA and GDPR compliant)
• Automatically guide each prospect through the buyer journey with ads matched to their intent, engagement, and sales stage.
• Measure how your ABM program influences pipeline and revenue
• Integrates with CRM and sales enablement platforms, including Salesforce, HubSpot, Outreach, Salesloft, and more.

Influ2 is best for teams: 

• Launching a contact-level ABM program
• Targeting complex buying committees with multiple stakeholders
• Looking to prove ABM’s direct influence on pipeline and revenue

Get a demo of Influ2 to see how it works

Demandbase is a legacy ABM platform that focuses on identifying in-market accounts, audience segmentation, and account-level advertising.

Key capabilities:

• Bidstream data plus first-party enrichment
• B2B-focused DSP serving ads across vetted business sites
• Account activity summaries
• Account-level attribution, pipeline impact, and campaign diagnostics

Trade-offs:

• Complex to configure
• Relies on IP address recognition for intent signals
• Limited to account-level targeting

Demandbase is best for large enterprises with the time and resources to implement it, and who plan to use all of Demandbase’s features.

6sense is an ABM platform that helps teams identify in-market accounts, score them, and target them through multiple sales and marketing channels. It blends intent data from multiple sources with predictive signals to surface accounts that match your ICP.

Key capabilities:

• Uses AI to predict in-market accounts
• Has its own account-level intent ecosystem (Signalverse + partners)
• 80+ filters to segment your ICP
• Workflow builder for ads, emails, sales tasks, and enrichment

Trade-offs:

• Long implementation (3+ months)
• Heavy lift to maintain models, segments, and workflows
• Can overwhelm smaller teams
• Mostly limited to account-level signals and targeting

6sense is best for teams that want predictive signals for account prioritization.

RollWorks, now known as Adroll ABM, is an ABM platform known for its use of cookie and IP targeting to collect information about website visitors, as well as using partner providers (Bombora and G2) for account-level intent insights. 

Key capabilities:

• Firmographic + intent-based account lists from CRM, MAP, website traffic, Bombora, and G2
• Automated retargeting for deanonymized site visitors
• Multi-channel ads with guided workflows
• Fit and intent account scoring

Trade-offs:

• Lighter predictive and AI capabilities
• Account-level targeting only
• Requires some manual data stitching to piece together reports
• Can’t exclude websites you don’t want your ads to show on
• Can’t see who clicked your ad unless they fill out a form

Rollworks is best for teams looking for a lightweight tool to run traditional ABM programs focused on identifying and targeting accounts.

ZoomInfo offers an ABM solution as part of its ZoomInfo Marketing product. It combines B2B data, intent signals, audience building, and activation across advertising and sales tools.

That said, ZoomInfo’s ABM offering is still data-first, not execution-first. Its strength lies in helping teams identify and activate the right accounts, rather than orchestrating full-funnel ABM programs natively.

Key capabilities:

• Large B2B contact and account database
• Account and contact-level intent signals
• ICP modeling and audience segmentation
• Account-based advertising via integrations
• Native integrations with CRM, MAP, and sales tools

Trade-offs:

• ABM execution depends heavily on integrations
• Advertising is activated through partners, not a proprietary DSP
• Intent signals are primarily account-level
• Limited native orchestration across the full buyer journey
• Reporting focuses more on activity and reach than revenue influence

ZoomInfo is best for teams that want to power ABM with ZoomInfo’s B2B database, paired with other tools for advertising, orchestration, and reporting.

If you’re looking for a single platform to run, personalize, and measure ABM programs end to end, ZoomInfo typically serves as an input layer, not the system of record.

Terminus was one of the early pioneers of account-based marketing, particularly known for account-based advertising and sales alerts. However, Terminus no longer exists as a standalone ABM platform.

In 2023, Terminus was merged into DemandScience, and many of its original ABM capabilities were either absorbed, rebranded, or deprioritized as part of a broader demand generation offering.

What Terminus was known for:

• Account-based display advertising
• Account engagement dashboards
• Sales alerts tied to account activity

What changed:

• No longer sold or supported as a dedicated ABM platform
• ABM functionality is now part of DemandScience’s wider demand gen stack
• Less emphasis on orchestration and reporting across the full ABM lifecycle

If you’re evaluating ABM platforms today, Terminus isn’t something you can meaningfully buy or implement on its own. And if you’re considering DemandScience, keep in mind that it’s a demand generation platform, not a modern ABM solution.

We’ve condensed all the information you need to compare ABM tools into a simple table below.

Choosing an ABM platform is easier when you know what you need it to do, how it fits into your GTM motion, and how your teams plan to use it. Here’s what to consider before you buy any ABM tool.

Buying an ABM platform without having a strategy can cost you months in implementation time and thousands of dollars wasted on software that nobody’s using.

Before choosing 6sense, Demandbase, Influ2, or Rollworks, make sure you’re aligned on:

• Why you want to do ABM
• What ABM looks like for your company
• How you’ll measure success
• Whether Sales and Marketing agree on the plan

Too many teams buy an ABM platform hoping it’ll fix misalignment or unclear goals. But the reality is that tools help execute your strategy, not create one for you.

If your strategy revolves around identifying accounts and broad targeting (i.e., you’re not looking to reach anyone in particular, just people within an account) then traditional ABM platforms like 6sense, Demandbase, and Rollworks might be a fit.

However, if you want to take a more targeted approach and focus your ABM strategy on people instead of just accounts, Influ2 is the best option.

Your ABM tool should fit into your marketing and sales tech stack. At a minimum, it should integrate with your CRM, because that’s the easiest place for marketing and sales data to come together. Contact and account data need to flow between your CRM and ABM platform.

For instance, Influ2 sends ad engagement and intent signals to your CRM, and uses contact and account data from your CRM to build your audiences and update your Influ2 campaigns in real time.

Most ABM tools integrate with popular CRM tools like Hubspot and Salesforce. But if you have a smaller or niche CRM, it’s worth checking to see how you’ll get data to and from the ABM platform you’re considering.

In addition to your CRM, it’s also helpful if your ABM platform integrates with sales enablement tools like Salesloft and Outreach (Influ2 does). Those are the tools salespeople use for building sequences and managing outreach. Sending intent signals from your ABM platforms into those tools means they don’t need to learn a new tool.

And the easier it is for Sales to get the signals your ABM platform provides, the more likely they are to actually use them.

Every ABM platform comes with a different level of complexity. Some have flexible workflows and tons of automation. Others need a dedicated admin who can manage predictive models, segment logic, integrations, and reporting.

Ask yourself:

• Who will own the platform day-to-day?
• Does your current team have the bandwidth to maintain it?
• Do you need something intuitive that works out of the box, or something deeper that requires more time and expertise?

If you don’t have the resources to maintain a complicated setup, consider choosing Influ2 or Rollworks. Influ2 has an easy setup process plus a customer success team to help when needed. 

And users say Rollworks is easier to use than other traditional ABM platforms like 6sense and Demandbase. Just keep in mind, if you want to run contact-level ABM, Rollworks is limited.

ABM fails when Sales can’t act on the signals Marketing delivers. But every tool approaches alignment differently. Some push account-level intent signals into your CRM, which requires Sales to do extra research to find who they need to reach out to. While others, like Influ2, provide contact-level engagement signals that give Sales clear direction on who to reach out to and why.

Questions to consider:

• What does Sales need to feel confident acting on ABM signals?
• Do you want account-level engagement, individual buyer signals, or both?
• Does your sales team need more in-market accounts, or better insights into the people they need to reach?

We’ve heard it from sales teams firsthand. Most of them don’t just want “more signals”. They need to know who’s showing interest, and what they care about. Any ABM platform that can’t do that has a fundamental gap and adds more work to your sales team’s plate.

This is one of the biggest differentiators between the ABM tools on our list.

Traditional ABM platforms focus on seeing which accounts are more likely to be in-market. That can help with prioritization, but it doesn’t tell you who inside the buying group is showing interest, or what they’re interested in.

A contact-level approach helps when:

• Your deals involve multiple stakeholders 
• You need to influence champions, evaluators, and decision-makers differently
• You want to tie ad engagement to pipeline and revenue

According to our recent report with Forrester, more companies are moving towards contact-level ABM because it reflects how B2B buyers make decisions and produces better results. If you’re interested in having a contact-level ABM program, you need Influ2.

Choose Influ2 if you want:

• Contact-level intent signals from your exact target buyers
• Ad targeting that reaches the exact people you want, across major advertising platforms
• Marketing programs that influence every stage of the buyer journey, not just the top of the funnel
• Clear visibility into how individual engagement influences pipeline and revenue

Choose Demandbase if you want:

• Account segmentation across firmographic, technographic, intent, and engagement signals
• A B2B-focused DSP
• Account-level analytics

Choose 6sense if you want:

• AI-driven account scoring and prioritization
• Predictive intent from third-party sources
• Cross-channel orchestration

Choose RollWorks if you want:

• A lightweight ABM workflow that’s easy to adopt
• Account-based ads and retargeting with minimal setup
• Fit + intent scoring without a complex implementation

Choose ZoomInfo if you want:

• Contact and account data to support ABM and outbound
• Account-level intent signals to prioritize target accounts
• Data to feed your CRM, marketing automation, and advertising tools

Want to give Influ2 a try? Get a demo here.