Account-Based Marketing (ABM) has risen to the forefront of B2B sales and marketing strategy. It has taken a one-to-one intent-based target account and contacted buyers. The need for precision targeting is especially important in 2025. Marketers must accurately identify high-value accounts, understand buyer intent, and personalize engagement in a scalable manner.
ABM systems support this by prioritizing accounts based on data, automation, and AI insights. And to deliver the right message to buyers who are decision makers, as buyers engage with their peers in the buying process. In this article, we will examine five of the leading ABM tools- Demandbase, Demand Science, 6sense, RollWorks, and HubSpot ABM. B2B marketers may leverage these tools to precisely target buyers and double their ROI as they identify and sell to target accounts.
Traditional marketing throws a splashy net over a large market with hopes of finding leads from different industries and varying company sizes. It's tough to waste such precious resources on outcomes that won’t be valued while receiving inconsistent results. Account-Based Marketing shifts the paradigm. Especially to one key differentiator, a narrowed focus on high-value accounts most consistent with your ideal customer profile.
Precision targeting is at the heart of Account-Based Marketing. Because marketing and sales can now work with the same accounts they want to target. So everyone is engaged in conversations and interaction that is far more personalized for the potential client. And therefore has maximum conversion opportunity. The Market Statsville Group (MSG) estimates that the size of the global precision marketing market was USD 7865 million in 2024 and is projected to increase at a compound annual growth rate (CAGR) of 9% from 2025 to 2033, from USD 8572.85 million in 2025 to USD 17081.94 million in 2033.
The impact of precision targeting is considerable. It is lowering customer acquisition costs, accelerating deal cycles, and improving ROI. Precision targeting is important for B2B companies competing in complex, niche, or hybrid business markets. Because it takes a lot of capital, time, and human capacity away from targeting accounts. These accounts are most likely to deliver long-term revenue. ABM tools assist marketers in creating these scalable, measurable, repeatable processes that support precision targeting.
The overall success of an ABM strategy depends on the ability of the tools being used to run it. Today's modern ABM tools for B2B marketing are aimed at managing account targeting. Enabling personalized engagement and delivering clear measurement and insight.
The best ABM platforms give lead scoring to help teams. To identify the most valuable accounts that are probably going to convert with AI and intent data. Scoring accounts allows them to prioritize specific accounts based on buying indicators. Relevance to the industry and past performance history.
ABM tools provide campaigns that are targeted across different media. Media, Like email, display ads, and social platforms, and different content hubs. Personalization also delivers tailored messaging. So that each account receives messaging specific to their needs.
ABM efforts rely on accurate and real-time data. The best products can integrate with CRMs, marketing automation platforms, and data providers through an API. ABM does this to provide a single view of each account as possible.
Once marketers can automate parts of their job responsibilities using a dedicated tool, they can scale outreach engagement activity that cannot be done manually without sacrificing personalization. These tools offer AI-driven functions. Such as predictive models or recommendation engines. That too with an emphasis on identifying account engagement potential to take any optimized account engagement action. It is taken to maximize ROI.
With these functions, there is no reason any B2B company cannot use ABM tools. They use these tools to drive their sales and marketing resources towards the accounts that hold the highest revenue-earning potential.
Demandbase is one of the premier tools for account-based marketing (ABM) in the B2B space. Demandbase's advertising capabilities augment account targeting and sales intelligence into a single tool. Demandbase connects account identification to a marketing/sales effort with AI. It enables your business to prioritize high-value prospects by processing firmographic, technographic, and intent data into an accurate account identification database. Demandbase unites account-centric marketing/sales teams on a common set of accounts and uses dynamic segmentation to enable personalized engagement and content delivery capabilities. Demandbase's ad tech platform enables account targeting strategies across web, social, and display channels, along with an insights dashboard that shows individual account behaviors and insights into overall pipeline impact, which leads to better decision-making. Demandbase seamlessly integrates with CRM platforms to maintain constant data flow and create consistent data visualization and reporting.
If your company plans to target revenue to prioritize opportunities, and your organization desires alignment between marketing and sales, DM provides the capability for you to build scalable, account-based marketing frameworks for multi-tiered accounts or multi-channel account campaigns.
Demand Science is designed for B2B marketers to develop multichannel ABM campaigns with paid advertising, email, social media, and chat. The targeting is precise due to its firmographic and intent-based data, so that teams can engage the accounts that are likely to convert.
The Demand Science platform has several built-in orchestration features to create account-based plays where marketers can deliver unique messages at each stage of the buying journey. Its measurement and reporting features gauge engagement on multiple channels to enable teams to optimize their campaigns for better ROIs quickly.
Demand Science also has strong integrations into CRMs (e.g., Salesforce) and marketing platforms (e.g., HubSpot and Marketo), meaning that marketing teams that desire unified campaigns delivering consistency across multiple channels will enjoy using Demand Science.
6sense provides the predictive analytics score on accounts and ranks them to better inform businesses of the accounts at most risk of closing. Companies integrate predictive intelligence for account-based marketing (ABM) powered by artificial intelligence (AI) and big data? It is the ability to discover potential b2b buyers before they enter the sales funnel. Companies have learned to follow the engagement trails and behavior of potential purchasing accounts, as well as their patterns of engaging in buying signals and engagement over time. 6sense uses intent data to delve deeper into the topics and products prospects are researching. Intent data provides insights so that messaging can become much more personalized and relevant.
The 6sense platform is designed to integrate with popular customer relationship management (CRM) and marketing automation systems as one unified means to account selection, account engagement, and account measurement. Organizations that want to adopt AI-powered ABM strategies, with a strong focus on predictive intelligence, can consider 6sense a leader when it comes to implementing these strategies, decisions, and actions for businesses.
RollWorks is a part of NextRoll that helps SMBs and growth-focused businesses with their ABM programs. RollWorks is able to address account targeting, engagement, and measurement in a simple and usable platform.
The RollWorks account identification platform enables users to access firmographic and intent-data based prospect identification and prioritization. The platform provides ad targeting and email workflow to directly and personally engage identified and prioritized accounts. RollWorks is able to measure account-level performance, pipeline impact, and campaign ROI with robust reporting tools.
RollWorks integrates with HubSpot, Salesforce, and Slack. This is an excellent option for smaller teams looking to get started or scale their ABM programs without complex enterprise investments.
HubSpot ABM delivers HubSpot's popular CRM and marketing automation capabilities alongside account-based marketing capabilities. Some of the ABM features include account targeting templates, contact and company scoring, and workflows that help automate personalized outreach.
HubSpot ABM is for businesses that want to implement account-based strategies and want to do it on a platform they already use for inbound marketing. HubSpot's reporting dashboards help marketing and sales get on the same page with account engagement and pipeline development.
For organizations with an existing HubSpot presence, HubSpot's ABM solution is seamless, easy to expand (with no need for a separate platform), and will be attractive to SMBs or mid-market organizations that prefer an end-to-end platform with both inbound marketing and ABM capabilities.
The best ABM tool for your business will depend on your company's size, budget, and level of marketing sophistication.
Demandbase and 6sense are excellent solutions for firms with specialized ABM teams and resources, mature ABM programs, and adequate budgets. Their extensive, AI-driven insights, along with intent data and advanced analytics, enable them to manage complicated multi-channel campaigns while also providing enterprises with deep visibility into account behavior throughout the marketing/sales funnel.
Demand Science is the top option for marketing organizations who want to execute coordinated campaigns across email, ad, and social channels. In addition, it offers orchestration capabilities that help with delivering personalized content all along the customer experience.
RollWorks and HubSpot ABM provide simplified account targeting and engagement tools that have lower complexity (in terms of implementation) than other solutions. HubSpot ABM offers great value for businesses already using HubSpot CRM, while RollWorks provides SMBs flexibility to just start their ABM journey.
Before you select your tool, you must assess your team's ABM readiness and integration requirements. In your evaluation process, you need to evaluate your time, whether you are dipping your toes in an ABM shallow end, or know that ABM is critical to your overall enterprise integration. ABM solutions provide targeted precision and measurable results.
Account-Based Marketing (ABM) has moved from a tactic to the engine of growth for B2B. Precision targeting may very well become the marketing food chain by 2025. The right ABM can help marketing and sales teams work together, allow personalized engagements with target audiences, and promote revenue growth through animal spirits simply by taking a broader swipe at acquiring high-value clients.
Regardless of your company size, selecting the right ABM technology requires a deep understanding of your account strategy as well as the data maturity and integration breadth of your organization. The decision points and platforms from this report can be leveraged by organizations to scale engagement that is personalized, realize higher returns on investment & stay ahead of competitors in crowded B2B verticals.
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