8 Enterprise ABM Tools for Intent, Orchestration, & Ads

Buying ABM software is a big investment in not just money, but in time.

You’re looking at a long procurement cycle, diverted attention from active pipeline work, and months of implementation and change management across marketing, sales, and RevOps.

Too often, ABM teams end up locked into complex tools that looked great in the demo, but in practice don’t help them reach and convert real buyers.

This guide is designed to help you choose the right tool for your enterprise ABM team, and explores why ABM tools that let you get down to the contact level are a must-have for winning buyers over.

When you’re selling to SMBs, there’s nothing wrong with casting a wide net. That’s how you catch a lot of small fish, fast.

But when you’re going after whales, you need something more precise. You need a harpoon. 

Think about a company like NVIDIA, with over 26,000 employees and ~1,500 people in marketing and product alone.

Marketing to all 1,500 doesn’t make much sense, especially when the typical enterprise buying group is only made up of around 13 people. Even if you target based on role or team, you’ve still got a problem:Traditional ABM tools give you account-level intent signals. They tell you that an account is “in-market”, but they don’t tell you where that signal comes from, or who within that account is browsing your site or clicked on one of your ads.

Enterprise deals are built by engaging the right people, but most ABM platforms don’t give you the tools you need to reach those people specifically.

As a result, marketing teams are wasting spend on non-decision-makers and struggling to gain traction. According to our research with Forrester, 58% of enterprise ABM marketers have, at best, a moderate ability to drive engagement with key accounts.

And it's not just ABM practitioners that aren’t happy—more than 80% of B2B buyers are dissatisfied with their buyer experience.

Why?

Because when you can only target at the account or persona-level, you can’t deliver the kind of personalized, relevant experiences that B2B buyers demand today.

As Sam Kuehnle, VP of Marketing at Loxo, put it:

Marketers want to deliver those experiences. They just aren’t equipped with the right tools.

In our Forrester report, ABM practitioners revealed that limited access to accurate and actionable contact data and a lack of available technology to support individual-level personalization are the two biggest barriers to making their programs more effective.

So, as you’re comparing enterprise ABM tools, here’s what to look out for:

• Contact-level intent data that lets you identify the contacts, not just the accounts, that are researching relevant topics
• Contact-level ad targeting that allows you to reach specific people, not just titles or entire accounts 
• Reporting tools that give you the ability to quantify the impact of your ABM program on revenue
• The ability to design ad programs that guide prospects through the buyer journey, with creative matched to their sales stage, intent, and engagement 
• Support for sales-marketing alignment, such as ad engagement data being funnelled directly into Salesforce for reps to act on

Influ2 is the only account-based marketing platform that offers true contact-level ABM for enterprise teams.

It’s built to help teams reach and engage people inside target accounts you actually want to convert, not nameless titles and lookalike audiences.

Selling into enterprise means you’re dealing with larger buying committees, strong competition, and long sales cycles. Influ2 supports enterprise ABM motions with:

• Contact-level intent data and buying signals across search, ads, social media, and third-party content engagement (see what targeted buyers searched, clicked, posted, or read)
• Cross-channel ad delivery (including Meta, LinkedIn, Google, Bing, Amazon, and more) with contact-level targeting
• Custom buyer journeys that guide each prospect through the decision-making process with ads matched to their sales stage, demonstrated intent, and engagement with your ABM program
• Intel on exactly who saw your ads, by name, without cookies, web forms, or IP-targeting (fully CCPA and GDPR compliant)
• Direct measurement of the impact of your ABM program on pipeline and revenue at the contact level
• Native integrations with top CRM, marketing automation, and sales enablement platforms, including Salesforce, HubSpot, Outreach, Salesloft, and more

Influ2 comes in handy for enterprise ABM when: 

• You’re targeting large enterprises with buying groups that span multiple departments, and need certainty that ads reach the right James, Jane, or Jonathan, not just “someone at NVIDIA”
• Your market is small and deal value is high, so depth and specificity matter more than volume
• You need to see which specific stakeholders are researching relevant topics, when they’re active, and what they care about, rather than relying on account-level trends and arbitrary scores 
• You’re dealing with multiple stakeholders with distinct objections, and ads and sales outreach need to align to specific roles, concerns, and buying stages within the same account
• You need to prove actual ABM impact on pipeline and revenue by connecting signals and engagement to actual people, not just see aggregated data rolled up at the account-level

Get a demo of Influ2 to see how it works.

6sense offers what most traditional ABM platforms do, like a searchable B2B database for building account lists and enriching your CRM with contact data.

Predictive analytics is where the tool stands out among competitors like Demandbase or ZoomInfo.

6sense integrates buyer behavior on third-party sites (like which reviews and product comparisons they’re reading on G2 and TrustRadius) with your own engagement data, then uses AI to determine which accounts to prioritize, based on intent and content engagement scores.

Key features:

• Intent data: 6sense sources third-party intent from Bombora, G2, and publisher networks, integrating it into its predictive analytics and signals products.
• Demand-side platform (DSP): 6sense has a built-in DSP (an interface for buying and managing ad inventory) for run enteprise B2B ad programs.
• Customizable reporting: Reporting within 6sense is detailed and highly customizable, giving revenue teams insight into channel performance and the impact of ABM programs on pipeline.
• Company and contact data: A built-in B2B buyer database provides sales teams with emails, phone numbers, and firmographic intel (like a company’s annual revenue).

Trade-offs:

• Mostly limited to account-level signals and targeting, with little ability to get to the contact level
• Long implementation timelines
• 6sense’s DSP is not super focused on B2B audiences, reducing ad spend effectiveness

See what users are saying about 6sense on G2.

Demandbase is a legacy enterprise ABM tool. 

For some teams, however, the laundry list of features that Demandbase offers ends up being overkill (and a super steep learning curve).

Key features:

• Firmographic and technographic data: Demandbase gives you intel on how many employees a target account has, what software tools they’re already using, and contact details for key prospects in the buying group.
• Built-in DSP: You can run ads on display, social, and Connected TV, but only at the account level (you can show ads to specific contacts).
• Intent: Demandbase offers the now-standard Bombora intent data integration, but it also has its own proprietary network for greater context into what buyers are interested in.
• Sales intelligence: Demandbase uses AI models to figure out which accounts are more likely to buy, and suggest specific actions to take to engage them.

Trade-offs:

• AI tools aren’t quite as polished as other enterprise ABM platforms
• Intent signalling relies on IP address recognition
• Configuration is complex, and the learning curve for new users is steep

See what users are saying about Demandbase on G2.

If the name didn’t give it away, AdRoll ABM (formerly RollWorks) is an advertising-focused ABM tool.

Key features:

• B2B advertising: AdRoll ABM offers a B2B-focused DSP, ad personalization features like dynamic fields, and AI bidding optimization. It's still account-based, though, meaning you can’t speak to specific prospects.
• Intent data: Like most enterprise ABM tools, AdRoll ABM brings in third-party data from Bombora and G2’s review site intel (if you have a G2 account), combining this with its own search behavior data.
• Account list building: AdRoll doesn’t have a strong predictive account recommendation algorithm like competitors like 6sense have, but it does make it simple to build a target account list based on CRM data, website activity, firmographics, and intent data.
• Sales intelligence: AdRoll tracks activity on your website, data from your CRM, and engagement with your ad programs to infer which accounts are “hot”.

Trade-offs:

• Lighter predictive analytics, compared to competitors
• Targeting is account-level only
• You can’t exclude websites you don’t want to show your ads on
• No visibility into who clicked your ad, unless they fill out a form
• Reporting requires some manual data stitching

See what users are saying about AdRoll ABM on G2.

ZoomInfo’s marketing product offers an ABM solution that combines intent signals, B2B data, advertising, and some sales automation.

It’s a data-first tool, however, so it's more about identifying and activating the right accounts, rather than full-funnel ABM orchestration.

Key features:

• Company, contact, and intent data: ZoomInfo has standard B2B company and contact data, and also offers Bombora intent data, buying signals like job change alerts, and firmographic and technographic intelligence.
• Conversation intelligence: ZoomInfo acquired Chorus a while back, so they now have a built-in conversation intelligence product that works much like Gong does. It analyzes interactions your team has with customers (e.g., phone calls and emails) and uses AI to tell you what works well. Both marketers and reps can then use this to refine messaging.
• Closed loop intelligence: An AI engine is constantly assessing which channels drive pipeline, which ad creative converts best, and which playbooks deliver greater ROI.

Trade-offs:

• Full-funnel ABM execution is heavily reliant on integration
• Intent signals are almost entirely account-level
• ZoomInfo doesn’t have a proprietary DSP, so advertising happens through partners 
• Reporting tells you more about activity and reach than pipeline influence

See what users are saying about ZoomInfo Marketing on G2.

Terminus was an enterprise ABM tool focused on the advertising and account orchestration side of ABM, rather than coming into it from the data side, which many alternatives have.

A couple of years back, Terminus was acquired and merged into DemandScience, which now offers a broader B2B demand generation and ABM-style platform.

DemandScience is best suited for teams that need ad reach and large-scale B2B data, but place a smaller emphasis on deep ABM orchestration or revenue intelligence.

Key features:

• B2B advertising: DemandScience’s ad offering focuses on programmatic account-level display across networks like Meta and DSPs like The Trade Desk.
• Company, contact, and intent data: Users have access to a proprietary B2B contact and company data set, as well as intent data (aggregated behavioral and content consumption signals) to infer interest at the account level.
• Website targeting: DemandScience uses IP-based matching to identify and retarget accounts visiting your website.

Trade-offs:

• Account-level targeting only, with no contact-level intent or buyer visibility
• Limited transparency into how intent and scoring models are calculated
• Reporting is high-level and often focused on reach and engagement rather than revenue impact

See what users are saying about DemandScience on G2.

Madison Logic is an ABM tool that is more known for its content syndication and intent-based account discovery tools than for revenue intelligence or sophisticated ABM orchestration.

Key features:

• Content syndication: ABM teams can distribute gated content to specific roles (not contacts) at target accounts through a large B2B publisher network.
• Advertising: Madison Logic offers programmatic display, LinkedIn, Connected TV, and audio advertising on streaming platforms.
• Account identification: Madison Logic combines buyer engagement signals and third-party data to identify accounts researching relevant topics. You can then build target account lists based on intent, firmographic, and technographic criteria.

Trade-offs:

• Madison Logic’s targeting is almost exclusively at the account level, giving limited visibility into individual buyer intent outside of lead capture
• There is a heavy emphasis on content syndication, which won’t suit all teams
• Less flexibility and control compared to dedicated ABM advertising platforms
• Reporting is more engagement-focused and less tied to downstream revenue outcomes

See what users are saying about Madison Logic on G2.

pharosIQ, previously MRP Prelytix, is a B2B intent-driven lead generation and buyer intelligence platform.

It specializes in first-party intent signals, using actual behavior from owned channels and engagement data to identify accounts that are actively researching.

Key features:

• First-party intent analysis: Uses engagement and behavioral data from owned channels to identify accounts showing active research and evaluation signals.
• Buying group engagement visibility: Aggregates activity across multiple contacts within an account to show how engagement is distributed across roles and stakeholders.
• Account and opportunity prioritization models: Applies predictive scoring to rank accounts based on fit, observed engagement, and inferred buying stage.

Trade-offs:

• pharosIQ doesn’t have a native DSP, so teams running ad-based ABM playbooks will need a separate advertising platform 
• Less suitable for teams seeking lightweight or plug-and-play ABM tools, due to complex setup and modeling 
• Heavier focus on analytics and insight than on campaign activation

See what users are saying about pharosIQ on G2.