Learn B2B SaaS Marketing

Top 20 ABM Tools For B2B SaaS Marketing Teams

by 

Lauren O'Bryan

Last updated: May 2nd, 2024

Launching a successful account-based marketing program can get a meaningful boost from utilizing key ABM marketing tools. The challenge here is understanding which ABM marketing tools are best for identifying, managing, and nurturing profitable accounts.

In this article, we will outline the 20 best account-based marketing tools that B2B SaaS companies will especially benefit from, so let’s get into it.

6Sense

6Sense, with its AI-boosted technology, identifies accounts worth investing in by answering questions like “Where is the customer in their buying journey?” and “When is the right time to reach out?”.

6Sense has the tools and functionality to help you:

• Identify and target the right leads
• Accurately segment your audience
• Predict when the customer has reached the buying stage
• Create personalized email marketing campaigns
• Enrich existing engagement analytics with company data

Pricing

6Sense doesn’t reveal their pricing system upfront – you need to book a demo first. If you’re satisfied with the demo, then the negotiations can begin. Alternatively, you can test out a range of features using the free account plan, which gives you access to the basic features.

Demandbase

Demandbase can help you hit your revenue goals in the most efficient way possible. This well-established platform has had many years to fine-tune and improve its tool kit and AI functionality, which means smooth, trouble-free use for you. There’s even an onboarding wizard to help you find your feet while getting started.

Demandbase has the tools and functionality to help you:

• Centralize account data
• Identify leads with a high probability of becoming customers
• Personalize your engagement methods for each customer
• Communicate across multiple channels
• Clean your data for accuracy

Pricing

Demandbase doesn’t offer fixed pricing plans; instead, they offer a custom solution for every company. This means that you’ll get precisely the features and functionality you need without paying for extras you’re not going to use.

Apollo

Apollo is a B2B marketing platform with specialized account-based marketing tools that are particularly good for managing and storing valuable account information.

Apollo has the tools and functionality to help you:

• Precisely target your audience for campaigns
• Engage with 220 million contacts across 30 million companies
• Automate and optimize messaging

Pricing

There’s a Free plan that allows you to get a taste of all the features but with quantity limitations. If you are willing to pay for greater functionality, prices start from $59/month per user.

HubSpot

HubSpot is a well-known name in the CRM management world. The platform gives you the ability to manage marketing, sales, service, and website-building all in one place. Unsurprisingly, they also have ABM marketing tools.

Their ABM tools make it easy to prioritize high-value accounts and drive faster revenue growth. You can use the tools provided to set up your ABM strategy and leverage AI assistance.

With the HubSpot ABM tools, you can:

• Segment your accounts and manage them with in-built CRM
• Make use of streamlined workflow templates
• Collaborate across departments
• Tailor your engagement to suit different stakeholders
• Get access to a detailed dashboard for reporting purposes

Pricing

HubSpot’s ABM tools are a part of their Marketing Hub. There’s no free access and pricing starts from $890/month if you have no more than 2,000 contacts. The more contacts you have, the more the cost increases.

ZoomInfo

ZoomInfo primarily focuses on collating information about ideal companies and managing contact details. It gives you the tools you need to engage with clients using real-time insights and data.

With ZoomInfo, you can:

• Automate engagement with customers
• Find your ideal customers using data-driven insights
• Accurately forecast your sales pipelines

Pricing

To receive pricing information, ZoomInfo requires your contact details. Costs vary based on usage, features, and user count. There are multiple pricing plans available, with the most basic starting at $8,000/year.

Datanyze

Datanyze helps you find and connect with potential customers easily and effectively. Its Google Chrome extension enables you to collect business data as you browse company websites and LinkedIn profiles. It’s one of the more affordable ABM tools on the market and a great option for small businesses with a limited budget that are looking to grow.

Datanyze gives you all the tools and functionality so you can:

• Find and connect with new customers
• Manage and segment contact lists
• Share account access with your whole team

Pricing

Datanyze has a free plan, but it’s time-limited. You’ll only have access for 90 days before it expires and you have to upgrade – consider it more of an extended free trial. However, pricing plans are as affordable as they say, starting at $29/month.

Madison Logic

Madison Logic has account-based marketing tools that can help companies grow faster by focusing on the accounts that matter the most. You can access data about advertising campaign performance and develop a neat content marketing pipeline.

Madison Logic gives you the functionality to do a ton of things, including:

• Analyze customer behavior and signals
• Expand your business in over 130 countries
• Optimize your advertising for each account
• Centralize all your data into one dashboard

Pricing

Madison Logic has a variable pricing system that changes depending on your usage and client engagement. You’ll have to contact them directly to arrange a demo and negotiate the pricing.

Triblio

Triblio offers access to an extensive database of over 150 million companies, presenting you with a wide range of potential customers. Using this data, you can predict which companies are actively searching for solutions like your SaaS product or service.

By using Triblio, you can:

• Understand purchase intent with the help of AI-technology
• Coordinate multiple departments through one platform
• Personalize the customers’ sales funnel journey
• Include a wide range of integrations
• Collate and analyze data on all your customers and engagements

Pricing

Triblio offers a flexible pricing system to suit your business needs, so you’ll have to contact them directly for a quote. However, they do provide outlines for two plans. The first one includes everything you need for your marketing efforts, and the other adds the tools you need for collaboration between sales and marketing.

Terminus

Terminus specializes in targeted marketing, focusing your efforts on prospects most likely to convert. It gives you the ability to collaborate between departments and work more efficiently to develop marketing strategies and close deals.

The tools Terminus provides will help you to:

• Understand which accounts will be most profitable for you
• Segment and prioritize accounts
• Collect and analyze data from your customers
• Breakdown silos between teams to more effectively drive revenue growth
• Provide high-level reports from the analytics dashboard

Pricing

There are two plans to choose from, Advanced and Enterprise, with the former including everything most businesses would need. The Enterprise plan offers some nice-to-have extras like Sandbox support that will appeal to large-scale businesses. For prices, you’ll have to contact Terminus and book a demo first.

LeadGenius

LeadGenius allows you to precisely segment your accounts and scale fast by personalizing your interaction with each account. What’s interesting about LeadGenius is that you can use the intelligent software on its own or make use of the additional human research support available.

With LeadGenius, you’ll be able to:

• Gain a competitive edge by engaging effectively with customers
• Source customized data insights on potential customers
• Consolidate your data analytics
• Ensure compliance with international data privacy regulations
• Monitor the role changes of key business contacts

Pricing

LeadGenius offers different packages to suit different needs, so you’ll have to speak directly with their sales team for exact pricing information.

RollWorks

RollWorks has impressive audience-matching functionality that allows you to accurately segment and target your leads based on intent and certain behaviors. Its use of machine learning and a large database of accounts make this platform super powerful.

Rollworks has the tools and functionality to help you:

• Boost lead scoring accuracy with machine learning technology
• Create detailed lead segments
• Identify new accounts through their large B2B database
• Align your sales and marketing teams by removing data silos
• Engage contacts through multiple channels

Pricing

RollWorks pricing is available by request only. You can also schedule a demo to better understand how it can work for your business.

Clearbit

Clearbit is primarily a prospecting tool that provides comprehensive information on individuals and businesses. Its powerful lead scoring system allows you to easily score, route, and target leads based on buying intent. The tool can be used in multiple languages, so it’s ideal for global businesses.

Clearbit has the tools and functionality to help you:

• Identify new prospects and automate engagement
• Categorize leads so you only target high-value prospects
• Customize your messaging for different segments
• Integrate with an existing CRM like HubSpot
• Improve conversions with dynamic form shortening

Pricing

For pricing info, you’ll have to reach out directly to the Clearbit team. They have a simple form to submit that only requires a contact email address and an estimate of the number of contacts you currently have.

ActiveDEMAND

ActiveDEMAND offers predictive marketing automation that improves campaign management. You can use it to manage the full ABM process, including building marketing funnels and personalizing the customer journey. The platform also has a visual reporting dashboard that can be accessed on mobile and desktop.

ActiveDEMAND has the tools and functionality to help you:

• Score leads and create customized segments
• Create dynamic content for your various customer segments
• Develop detailed email marketing campaigns to nurture leads through the marketing funnel
• Build custom forms to collect lead information
• Engage with customers through a chatbot

Pricing

There are various pricing packages to look into. The Business package is best suited to B2B SaaS and comprises four packages – call tracking, email marketing, small business marketing automation, and enterprise marketing automation.

The small business and enterprise marketing automation plans are the most popular choices, with the former starting at $69/month and the latter starting at $199/month.

Bound

Bound is an all-encompassing ABM platform that provides the perfect combination of features and functionality so you achieve your strategy goals. If you need help using it, you can engage with the Bound marketing experts for guidance.

Bound has the features and functionality to help you:

• Provide an ultra-personalized service that will increase conversion potential
• Measure the success of customer engagement
• Automatically collect data on site visitors and create segments based on this data
• Create dynamic content for different demographics of visitors

Pricing

Bound doesn’t promote its pricing options on the website. You can get in touch with them by scheduling a quick 15-minute consultation call or by answering some questions about your business requirements to receive a personalized quote.

AdDaptive

AdDaptive is a highly specialized prospecting tool that merges both online and offline business data to find ideal customers. Because it’s not an all-encompassing ABM tool, it’s often used in conjunction with other tools to boost marketing funnel performance. The platform uses a data verification system, so you can be confident company data is up-to-date.

AdDaptive has the features and functionality to help you:

• Identify high-potential prospects
• Analyze audience data and build customer segments
• Automate campaigns and targeted messaging
• Assess engagement performance across multiple channels
• Collect data without the use of cookies

Pricing

AdDaptive doesn’t have pricing listed online. For pricing information, you can book a meeting with the team or submit a ticket request by email.

DiscoverOrg

DiscoverOrg is a B2B contact database where you can collect detailed business contacts and filter and segment them with precision. Unsurprisingly, the tool is also used very effectively for recruiting purposes.

DiscoverOrg has the features and functionality to help you:

• Collect the personal data you need to engage and convert your ideal customers
• Stay up-to-date with real-time insights about staff movement and position changes
• Automate data cleaning
• Integrate with a wide variety of other platforms to extend functionality
• Identify real-time buying signals and incorporate these with engagement automations

Pricing

DiscoverOrg states that they have multiple pricing plans to suit different business needs, however, you will have to request pricing information using a form.

Vainu

Vainu is a simple but effective ABM tool that really hones in on prospecting. It’s particularly good for those targeting the northern European market as the platform expanded from Scandinavia.

Vainu has the features and functionality to help you:

• Identify ideal customers and analyze their engagement preferences, building advanced lead scoring systems
• Set an ICP and automate the prospecting process
• Segment using over 100 filters and your CRM data
• Automate engagement and campaigns based on triggers
• Find lookalike audiences

Pricing

Vainu have two pricing options depending on your target market location – there is a global dataset or a Nordic-specific one. The Nordic package starts at €4,200/year ($4,400) and includes company data from Norway, Sweden, Finland, and/or Denmark. The global package gives you access to over 89 million company records around the world and starts at €12,000/year ($12,700).

Leadfeeder

Leadfeeder does exactly what its name suggests – it feeds the leads straight to you. The platform allows you to take a deep dive into your audience’s preferences and interests so you can correctly segment and target them. It’s integrated with Google Analytics for data collection, so you need a Google Analytics account to use it.

Leadfeeder has the features and functionality to help you:

• Improve account management by automatically adding new accounts to your CRM
• Improve data management by merging lead data from different devices
• Develop specialized campaigns and retargeting
• Engage with target accounts as soon as they display an interest in your product
• Automate lead generation

Pricing

Leadfeeder offers just two plans – a free plan and a paid plan. The free plan is forever free but has limitations on historical data, and you can only collect information from a maximum of 100 companies. The paid plan starts at €99/month ($105) and gives you full access to data history and storage.

Integrate

Integrate allows you to simplify the lead data collection process while ensuring all data is cleaned and qualified. The platform has incorporated AI technology to assist with optimizing the buyer journey and analyzing customer behavior, providing valuable insights.

Integrate has the features and functionality to help you:

• Develop and optimize your contact lists
• Store only up-to-date contact data
• Improve marketing spend by accurately identifying high-quality leads
• Streamline operations with AI-powered insights

Pricing

Integrate haven’t published their pricing options online, but you can contact them to book a demo and discuss pricing plans that meet your business needs.

Seismic

Seismic focuses on bringing together sales and marketing departments for the best results. This tool allows you to collect relevant customer data, analyze it, and store it centrally for all teams to access. The information can then be used to develop personalized content, which is also managed within the tool, similar to a CMS.

Seismic has the features and functionality to help you:

• Organise marketing content in a central location for both marketing and sales teams to access
• Develop personalized content that can be tracked for performance
• Gain insights from customer data and the entire customer journey
• Centralize all customer data to remove double-handling
• Build workflow automations
• Target engagement through email and live chat

Pricing

Prices are only available upon request, but you can get a demo to test it before you take the next step.

In Summary

Out of these 10 ABM tools, you’re sure to find one or more to suit your marketing needs and budget range. But if you can’t make up your mind, Powered by Search offers a personalized account-based marketing service with a holistic ABM approach you might want to consider.

You can also calculate your SaaS scalability score for free and get an idea of the growth potential of your SaaS.