10 Best (ABM)Account-Based Marketing Software in 2024

Email is dead.

You’ve heard that a bunch lately, haven’t you?

Cold outbound is not dead. But to get results from it and any other sales initiative, you need an effective marketing strategy behind it.

ABM (Account-Based Marketing) software can be the difference between a dry pipeline and a full one, as it helps:

Run targeted and personalized marketing campaigns at scale.
Achieve good sales and marketing alignment.
Build stronger relationships with leads by letting you tailor your marketing approach to each.
Opening new opportunities for cross-selling and up-selling.
Allocate resources more efficiently instead of relying on a “spray and pray” strategy.
Make marketing attribution easier, more accurate, and more precise.

However, finding the best account-based marketing tool for your specific use case and business goal is challenging, given the number of platforms on the market today,

More importantly, ABM has changed from firmographic-based to signal-based.

We crafted a list of the 10 best modern account-based marketing platforms to help you find the one that’s best for your GTM motion and industry.

Before getting into the products - a few things to consider before you pick one ⤵️

What should I look for in Account-Based Marketing software?

🎯 ‎ Scalability

The software you pick needs to scale well as your business grows and expands.

Be on the lookout for tools that aren’t known to handle large data volumes or have pricing structures that can creep up on you at scale.

🎯 ‎ Integration with your existing tech stack

If you need to completely change the sales and marketing suite you already use to maximize your ABM software, it's better to find an alternative tool that complements your current one.

The features might be amazing, but if it can’t talk to other tools in your arsenal, workflows will fail.

And you already know that developers don’t have time for your marketing tasks!

🎯 ‎ The right underlying data

The whole point of having an account-based marketing platform is to detect key accounts and run targeted campaigns to them.

If your tool, or surrounding data infrastructure is lacking, you won’t be able to run tailored campaigns. That’s why tools like Warmly, Koala, and Snitcher have been so popular with marketing teams in 2024.

🎯 ‎ Real-time engagement

“Strike while the iron is hot” is the golden rule of effective marketing strategies, as engaging high-potential accounts is a must if you want to nurture them into conversion.

Check whether the tool you’re interested in has options for engaging high-intent leads while they’re still hot.

And now, our list of the top 10 account-based marketing software ⤵️

What Is the Best Account-Based Marketing Software?

1. Warmly - Best for identifying the hottest leads among your website visitors.

2. Factors.ai - Provides advanced analytics and multi-touch attribution.

3. Demandbase - ABM platform that leverages intent data and sales intelligence to help you target the right accounts.

4. RollWorks - Best for account-based advertising and retargeting.

5. Mesh - Artificial Intelligence-powered multichannel revenue and marketing attribution.

6. Propensity - ABM tool for SMBs new to account-based marketing.

7. N.Rich - Builds CRM-based ICPs to help you pinpoint your target audience.

8. Snitcher - Identifies website visitors and enriches Google Analytics with the revealed data.

9. Visitor Queue - Website traffic identification paired with real-time website personalization.

10. Signals - Intent signals-driven marketing orchestration platform.

1. Warmly

Note: Although Warmly is a powerful tool for boosting account-based marketing campaigns by providing intent data, it’s primarily aimed at sales teams.

Warmly is a revenue orchestration platform that helps you identify the hottest leads among your website visitors and enables you to reach out precisely when they’re most likely to convert.

A short disclaimer is in order here.

Warmly is our solution, but we still included it in the top 10 list.

The reason for that is simple - we know our target market and Warmly’s capabilities well, which is why we’re confident that our platform can deliver excellent results when it comes to:

ABM
Lead generation and prospecting
Sales engagement
Improving conversion rates

Of course, not everyone will find Warmly to be a match, which is one of the reasons why we reviewed it as objectively as any other platform on the list.

It’s in both our and your best interest not to mislead you in any way.

Now that we have cleared that up, let’s examine what makes Warmly one of the sales and marketing teams’ favorite tools.

Feature #1: Website intent

Warmly lets you harness your website’s full sales and marketing potential by uncovering individual and company contacts who visit your website.

It successfully identifies about 65% of companies and 15% of people visiting your website, unlike most website traffic tracking tools that usually reveal only company accounts.

Knowing who’s visiting your website - often pinpointing the exact individual who’s surfing it right now - is crucial for any effective marketing strategy as it:

Helps with creating a more accurate ICP based on the accounts that visit your website the most.
Provides a rich pool of potentially warm leads.

However, when identifying website visitors, Warmly provides more than just basic B2B data, such as:

Firmographic data (job titles, email addresses, geographic locations, phone numbers, etc.).
Technographic data (a business’s tech stack).
CRM data (ongoing and closed deals, account owners, previous interactions with your reps, etc.).
SEP data (e.g., interactions with outreach campaigns).
And more.

It also enriches each identified visitor with granular intent data, including:

Actionable insights into visitors’ website sessions (which pages they visited, where they stayed the longest, which content they downloaded, forms they filled out, etc.).
Third-party intent data that includes purchase intent signals gathered from across the web, such as recently searched-for topics, visits to competitors’ pages, interactions with ads, etc.

Why is intent data important for ABM?

Quality intent data lies at the core of all successful account-based marketing strategies as it reveals:

Who your hottest and surging accounts are right now.
The perfect time to contact them.
The optimal outreach channel for the best results.

In turn, this lets you:

Create better-targeted sales and marketing campaigns.
Equip reps with the intelligence they need to create marketing and sales outreach strategies optimized for success.
Provide excellent customer experiences by creating a tailored approach for each potential customer.
Identify accounts ready to convert and have your sales reps engage them while their interest is at its peak.
Qualify and score leads with accuracy and precision.

Feature #2: Lead routing and alerts

Warmly provides automated lead routing options to avoid quality leads going under the radar.

The platform lets you set up real-time Slack notifications that alert reps when a high-value account lands on your website.

To ensure that each potential customer will be handled by the professional most capable of providing an optimal experience, you can specify the criteria by which a lead will be assigned to a particular rep, such as:

Geographic location
Industry
Previous interactions, etc.

The notifications will be triggered by any action you configure as relevant, such as:

When a quality lead matching your ICP lands on your website.
When a lead asks a high-intent question in the chatbot (e.g., wants to know more about pricing details, a specific product feature, etc.).
When they specifically request to speak with a real person.

Sales reps can take it from there by engaging potential customers via Warmly’s personalized engagement features.

Feature #3: Live engagement

There’s no point in knowing who your hottest leads are right now if you cannot reach out while they’re still hot.

Warmly has several options for engaging leads, including:

AI Chat
Live chat
Live video calls

AI Chat is a Drift-like chatbot that you can instruct to automatically engage leads by shooting contextual messages based on the high-quality data Warmly reveals.

This provides an automated option for keeping leads engaged, ensuring their questions are answered, and delivering a tailored experience for each lead.

The live chat and video call options are where your sales reps get their chance to shine.

Namely, when you go to the “Warm Calls” part of Warmly’s dashboard, you’ll see all the individual and company accounts that are on your website right now.

Clicking on any visitor shows all the intelligence Warmly has on them and lets you monitor their web session in real-time.

When sales reps detect high-intent behavior, they can reach out by:

Sending a chat message.
Hopping on a video call right from Warmly’s dashboard.

Pricing

Warmly has a generous free plan that lets you reveal up to 500 people and companies visiting your website. This plan is perfect for trying out the platform’s essential features.

If you expect higher traffic volumes and need more advanced capabilities, there are three paid plans to choose from:

Startup: $700/mo, includes 3 users, up to 10,000 monthly visitors.
Business: From $1,440 to $1,740 per month, depending on the number of visitors you expect to have. It includes 10 seats.
Enterprise: Custom plan. Created for larger-scale users with an estimated traffic of 100,000+ visitors per month. Includes 20 seats, advanced AI personalization, custom integrations, etc.

Note: All paid plans provide access to all of Warmly’s features and include integrations with sales intelligence tools such as Clearbit, Bombora, and 6Sense, allowing you to get a bundle of products at the price of one.

Integrations

All of Warmly's paid plans include access to these data solutions, meaning you’ll pay for one platform and get an entire bundle of products.

It also integrates with OpenAI and most modern sales tools (SEPs, Customer Relationship Management platforms, etc.) to ensure easy implementation into your existing tech stack.

Pros & Cons

✅ Identifies both companies and individuals visiting your website.

✅ Provides detailed intent data for each lead, letting you create personalized outreach campaigns.

✅ Versatile sales engagement capabilities.

✅ All paid plans include all features and robust integrations with several data providers.

❌ Annual pricing options only.

2. Factors.ai

Best for: Intent data and marketing attribution.

Factors.ai is a B2B intelligence, marketing attribution, and analytics tool that identifies website visitors and tracks how they interact with your marketing campaigns across channels.

Features

Tracks and analyzes cross-channel marketing efforts, enabling more precise ad and retargeting campaign attribution, content attribution, and more.
Customer journeys show exactly how a key customer is progressing through the pipeline.
Marketing funnel analytics that lets you identify relevant touchpoints and points of friction and detect bottlenecks.