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ABM
February 6, 2025

The Best ABM Tools for 2025: A Complete Guide to Building Your Ideal Tech Stack

Discover the best ABM tools for 2025 to build a streamlined tech stack that prioritises account targeting, personalisation, and growth. Explore tools for data enrichment, engagement, analytics, and lifecycle management to drive your B2B success.
Svea Schüler
Strategic Initiatives Coordinator

Account-Based Marketing (ABM) tools have become essential for modern B2B strategies, especially as businesses focus on targeting high-value accounts. These tools are designed to simplify workflows, align sales and marketing teams, and improve overall ROI. But in 2025, ABM tools are evolving with cutting-edge features, allowing businesses to target more effectively, engage more meaningfully, and analyse more comprehensively.

So, what makes an ABM tool stand out? Key features like access to comprehensive B2B account databases, advanced segmentation, data enrichment, and outreach capabilities are shaping the next generation of ABM tools. These features don’t just enhance your ability to target accounts—they also ensure your marketing efforts are more personalised and impactful.

If you’re looking to stay ahead in 2025, this guide will help you understand the core components of an ABM tech stack, identify the best tools, and avoid common pitfalls.

Core Components of an effective ABM tech stack

An effective ABM tech stack doesn’t just happen—it’s built with intention. It includes tools that support every stage of your ABM strategy, from identifying the right accounts to retaining and expanding them.

Key features to look for in ABM tools  

To truly benefit from ABM tools, they need to excel in the following areas:

  • Access to a Comprehensive Database: Tools should provide extensive company and contact information, including firmographics, intent signals, and revenue data.
  • Segmentation and Filtering: Advanced targeting filters help you segment audiences based on criteria like industry, location, or buying intent.
  • Data Enrichment: Tools should enhance your existing data with up-to-date insights, such as additional contact details or account behaviour.
  • Outreach Capabilities: Built-in email marketing, direct messaging, and even gifting options ensure you can engage accounts effectively.
  • Import/Export Functionality: Tools that seamlessly integrate with your CRM and other systems make ABM workflows more efficient.
  • These features aren’t just “nice to have”—they’re necessary to compete in a crowded B2B landscape.

Quick ABM Lesson

  • What is the best ABM tool for small businesses? Tools like Clearbit and Apollo.io are great for small teams.
  • Can I use general marketing tools for ABM? Yes, with customisation and strategic alignment.
  • How do I measure success with ABM tools? Use metrics like engagement rates, account activation, and ROI.
  • Are ABM platforms worth the investment? For businesses focused on high-value accounts, they absolutely are.
  • What’s the difference between ABM tools and CRM systems? ABM tools target accounts, while CRMs focus on individual relationships.
  • How can I ensure team adoption of new ABM tools? Provide training and align tools with clear goals to encourage usage.

Tools to find the right accounts in ABM

Identifying and prioritising the right accounts is the foundation of ABM success.

ABM Tools Table
Category Tool Key Features Ideal For
Intent Data Clearbit Enriches CRM data with firmographics and intent insights. Teams refining ICPs with detailed account data.
Apollo.io Combines intent insights with outbound email capabilities. Sales-driven ABM teams focused on outreach.
Factors.ai Provides granular analysis of account engagement signals. Companies prioritizing deeper signal visibility.
Data Enrichment Leadspace Offers AI-driven enrichment and account prioritization. Companies optimizing sales-marketing alignment.
LeadiQ Streamlines lead capturing and qualification for outbound efforts. Sales teams optimizing lead generation.
Lusha Simplifies contact data enrichment and validation for prospecting. Small to medium-sized sales teams.
1P/2P/3P Signals Lantern Aggregates 1P and 2P data for granular targeting. Teams looking for precise targeting signals.
Foundry Delivers deep technographic insights from 3P data. Companies building technology-specific ABM lists.
Champion Activates 1P signals by identifying customer champions. Teams focused on renewal and expansion.
Lone Scale Delivers actionable intent and firmographic insights. Companies needing real-time ABM data.
Koala Tracks second-party signals for dynamic ICP adjustments. Teams refining their targeting strategies.
Relationship Mapping The Swarm Analyzes team networks to uncover key stakeholders. Teams mapping organizational hierarchies.
Commsor Visualizes connections and relationships across accounts. ABM teams targeting specific account influencers.
SalesIntel Maps decision-maker hierarchies with firmographic details. Teams refining account-based prospecting.

Sales and Marketing Activation Tools for ABM Success

Activating targeted accounts requires sophisticated tools that bridge the gap between sales and marketing.

ABM Tools Table
Category Tool Key Features Ideal For
Content Creation & Personalisation Folloze Create account-specific landing pages and experiences. Personalised ABM content at scale.
Uberflip Centralise and curate personalised content experiences for accounts. Content hubs for specific account groups.
Navattic Interactive product demos to engage target accounts. Driving engagement with product-focused buyers.
Hushly Convert anonymous visitors with dynamic, personalised content. Engaging unknown website visitors.
Wynter Test and refine ABM messaging with target audiences. Optimising content relevance for ABM campaigns.
Unbounce Build targeted, high-converting landing pages. Campaign-specific landing pages.
Mutiny Personalise website experiences dynamically for target accounts. Real-time web personalisation for ABM visitors.
Turtl Interactive and visually rich content for target accounts. Creating engaging, immersive content.
Email & Direct Outreach Outreach Automate and optimise account-specific email sequences. Scaling personalised email sequences.
Reply AI-powered email outreach with automated follow-ups. Targeting and nurturing ABM leads.
Instantly High-volume, personalised cold email outreach. Reaching target accounts efficiently.
Sendoso Direct mail campaigns and gifts for account engagement. Building meaningful account relationships.
Reachdesk Automate gifting and direct mail as part of ABM strategies. Strengthening account-level engagement.
Paid Media & Advertising Metadata.io Automates ad campaigns targeting specific accounts. Multi-channel ad delivery for ABM.
Terminus Comprehensive ABM advertising and engagement platform. Running multi-channel ABM campaigns.
RollWorks Targeted ads and sales insights for account activation. Scaling ABM campaigns across accounts.
N.Rich Account-based native ad delivery. Hyper-targeted advertising for ABM programs.
Sales Engagement Lemlist Hyper-personalised cold email campaigns. Driving engagement through unique email content.
Clay Personalisation at scale through data-driven workflows. Automating outreach with enriched data.
Warmly Generates personalised meeting prep and account insights. Tailored, data-driven account interactions.
UserGems Tracks customer champions and provides relationship-based insights. Building deeper account connections.

Best Reporting and Analytics Tools for ABM

Tracking and optimising ABM campaigns is critical for sustained success. The following tools are leading the way in 2025:

ABM Analytics Table
Category Tool Key Features Ideal For
Analytics Looker Offers tailored metrics and data visualization for ABM campaigns. Monitoring and optimizing ABM performance.
Google Analytics Tracks website engagement and account activity. Measuring account behavior and campaign performance.
Mixpanel Provides insights into user behavior and product engagement. Product-focused ABM campaigns and user insights.
Segment Consolidates and integrates data for seamless analytics reporting. Unifying ABM data streams across platforms.
Power BI Advanced reporting and analytics with customizable dashboards. Analyzing cross-departmental ABM metrics.
Tableau Visualizes campaign data for actionable insights. Creating interactive ABM performance reports.
Snowflake Scalable data platform for managing and analyzing large datasets. Centralizing ABM data for advanced analysis.
Attribution Bizible Provides multi-touch attribution for ABM campaigns. Connecting marketing actions to revenue outcomes.
Dreamdata B2B revenue attribution with complete pipeline visibility. Linking ABM efforts to revenue results.
HockeyStack Attribution modeling for understanding campaign effectiveness. Evaluating the success of multi-channel campaigns.
Factors.ai Offers account-based attribution insights. Measuring the impact of ABM campaigns at the account level.
Funnel.io Simplifies attribution reporting with data integrations. Reporting on ABM campaign ROI and engagement.
Sales Forecasting Clari Provides pipeline health insights and revenue forecasting. Predicting ABM campaign outcomes and revenue.
DOMO Combines business intelligence with pipeline management. Aligning sales metrics with ABM efforts.
Engagement Tracking Heap Tracks user behavior and product interactions with accounts. Analyzing ABM engagement and optimization.
Pendo Monitors product usage and tracks user engagement. Understanding customer behavior for upselling.

Tools for Retention and Revenue Optimisation

Once you've secured an account, retention and expansion are key to growth.

Retention & Growth ABM Tools
Category Tool Key Features Ideal For
Retention & Expansion Catalyst Monitors customer health and identifies at-risk accounts. Proactive churn prevention and customer retention.
ChurnZero Tracks account engagement and predicts churn likelihood. Reducing churn and boosting upsell opportunities.
Gainsight Provides comprehensive customer success metrics and playbooks. Driving customer retention and expansion strategies.
Revenue Optimisation Revenue.io Combines sales enablement with analytics to optimize account strategies. Enhancing account ROI and revenue growth.
Gong Analyzes sales conversations to surface upsell and cross-sell opportunities. Optimizing sales conversations for account growth.
Customer Lifecycle Insights Amplitude Tracks account behavior and identifies trends for upselling and retention. Understanding account journeys and product adoption.
ActiveCampaign Automates account engagement and monitors lifecycle stages. Nurturing accounts with tailored engagement.
Totango Customer success platform for managing lifecycle stages and metrics. Identifying expansion opportunities across accounts.
InsightSquared Provides deep sales analytics and lifecycle tracking. Aligning sales strategies with account insights.

Multi-Purpose ABM Tools

For teams looking to streamline their tech stack, these versatile tools offer comprehensive solutions.

Multi-Purpose ABM Tools
Tool Key Features Best For Category Coverage
MarketSizer Combines intent signals, dynamic ICP refinement, and data enrichment for seamless ABM strategies. Prioritising high-value accounts, personalization, and churn prevention. Finding Accounts, Engagement, Growth
Sense Predictive analytics, intent data, account prioritisation. Teams needing end-to-end ABM execution and campaign optimisation. Finding Accounts, Engagement
Demandbase Intent signals, account insights, and audience segmentation. Running targeted, multi-channel ABM campaigns. Finding Accounts, Engagement
LinkedIn Sales Navigator Relationship mapping and actionable account insights. Building strong connections and uncovering decision-makers. Finding Accounts, Engagement
Clari Pipeline forecasting and sales performance insights. Sales alignment, tracking success and opportunities. Analytics, Growth
ZoomInfo Data enrichment, firmographics, contact data. Teams needing enriched data for targeting and prospecting. Finding Accounts, Engagement
Apollo.io Prospecting, email outreach, intent signals. Sales teams running efficient outbound ABM efforts. Finding Accounts, Engagement
Bombora Third-party intent data for account targeting. Identifying accounts showing buying intent. Finding Accounts, Engagement
Salesloft Multi-channel sales engagement with robust analytics. Automating and personalising account interactions. Engagement, Growth
HubSpot CRM, marketing automation, email outreach, and analytics. Centralising ABM workflows across marketing and sales. Engagement, Analytics, Growth

Common Pitfalls when building an ABM tech stack

Despite the availability of innovative tools, many teams encounter challenges such as:

  • Misaligned Tools: A lack of clarity on essential tools leads to fragmented workflows and missed opportunities.
  • Over-Complicated Solutions: All-in-one platforms can be costly and include unnecessary features.
  • Neglecting Alignment: Misaligned goals across sales, marketing, and customer success teams derail ABM strategies.
  • Overlooking Strategy: Tools without a solid ABM strategy or team buy-in fail to deliver results.

Tips for selecting the best ABM tools for your needs

Choosing the right ABM tools can feel overwhelming, but breaking it down into a clear process makes it manageable.

  1. Focus on Your Strategy: Start with a clear ABM strategy to identify, prioritise, and engage the right accounts.
  2. Simplify Workflows: Choose tools that align with your CRM and streamline data processes.
  3. Promote Team Alignment: Ensure customer-facing teams share goals and data for unified workflows.
  4. Skip Overpriced Platforms: Success doesn’t require expensive platforms—clarity and focus matter more.
  5. Assess Feature Alignment: Ensure the tools offer features like segmentation, data enrichment, and integration capabilities that match your goals.
  6. Evaluate Scalability: Your ABM tools should grow with your business, supporting more accounts and complex campaigns over time.
  7. Prioritise Integration: Tools that integrate with existing systems (like your CRM) will save time and improve data consistency.
  8. Review User Experience: A user-friendly interface and strong customer support can make or break your team’s adoption of new tools.

By keeping these tips in mind, you’ll build a tech stack that works for your business today and in the future.

Benefits of using the right ABM tools

  • Improved ROI: Better targeting leads to higher-quality leads and more efficient campaigns.
  • Stronger Alignment: Collaboration between sales and marketing teams improves significantly.
  • Deeper Customer Insights: Tools provide actionable data to enhance retention and expansion efforts.

Build your 2025 ABM tech stack with confidence

The right ABM tools empower your team to identify high-value accounts, engage them effectively, and turn them into loyal customers. From segmentation and enrichment to automation and reporting, the tools you choose will shape the success of your strategy.

Start by focusing on your goals, prioritising the features that matter most, and don’t be afraid to invest in tools that align with your vision for growth. ABM success in 2025 starts with the right tech stack — make sure yours is ready.