The 7 Best ABM Software Platforms in 2025

Choosing the right software to support account-based marketing efforts in 2025 can feel like finding a needle in a haystack. You have specific objectives, and many options to choose from. Your peers and leadership expect ABM to deliver pipeline immediately, you need something you can implement quickly, and, ultimately, the wrong choice could easily leave a bad taste in everyone’s mouth. 

What you pick for ABM will likely dictate how well your team can engage target accounts, align with sales reps, and, ultimately, drive revenue. 

So, while searching for the exact right tool can be annoying, selecting bad or ineffective ABM software… well, disastrous.

Fear not. We’ve done the research and put together a list of what we think are the 7 best ABM platforms for 2025. We’ve marked each with clear pros and cons so you know what you’re getting into. And because no two ABM strategies are alike, we’ve also included key criteria to help you evaluate which tool is the best fit for you, your customer journey, and your go-to-market motion. 

So, let’s get started. 🙌 

Top ABM software platforms compared

From established leaders to emerging ABM tools, these are prime platforms that B2B marketing teams and sales reps most often rely on to reach target accounts. 

Note: Not every platform bills itself solely as ABM software, but all are widely adopted by ABM teams to support their strategies—each offering different functionalities, workflows, and approaches to segmentation. Reviewing their pros and cons will help you see which aligns with your own approach to ABM strategy.

1. Mutiny

Mutiny is an enterprise ABM platform built for marketing teams who need to break into target accounts with highly personalized, scalable experiences. It combines AI-powered account research, multi-channel campaign orchestration, and dynamic landing pages into one cohesive tool. Unlike legacy ABM software, Mutiny is built around what makes modern account-based marketing successful. It naturally emphasizes sales and marketing alignment by providing shared dashboards and workflows that connect sales teams and marketers in real time. 

The platform’s Chrome extension, Salesforce integration, and upcoming LinkedIn ad builder are engineered to streamline execution, efficiency, and feedback across the buyer’s journey, from early outreach to closing deals. Mutiny is also recognized for its exceptional customer support, helping marketing teams maximize adoption and results.

Pros:

• Intuitive, easy-to-use interface allows marketers to launch campaigns without developer support

• Powerful AI-driven personalization for landing pages and microsites that promotes better user engagement

• Exceptional customer support and success management with highly responsive CSMs

Cons:

• Pricing is premium, which may be too high for small or early-stage teams

• Flexibility is somewhat limited for highly nuanced multi-step campaign workflows

• Best suited for B2B; not a great fit for B2C use cases

2. Tofu

Tofu is a newer entrant into the account-based marketing software landscape, designed to simplify and streamline workflows for marketers who want quick, automated targeting. The platform emphasizes simplicity over complexity, offering prebuilt templates and out-of-the-box functionality that reduces the need for extensive onboarding. 

The platform also pulls in intent data and firmographic details to help teams identify the right accounts at the right time, while its SOC 2 compliance and multi-channel orchestration make it a secure, enterprise-ready option.

Pros:

• Extensive AI-powered content creation for landing pages, emails, and case studies in one platform

• Multi-channel orchestration across email, ads, social, and landing pages

• SOC 2 compliance, making it enterprise-ready for security-conscious teams

Cons:

• Analytics are basic, lacking closed-loop attribution

• No built-in A/B testing for campaigns

• Premium cost may be prohibitive for startups and smaller teams

3. Folloze

Folloze positions itself as a B2B marketing engagement hub specializing in digital account experiences. The platform empowers marketers to design personalized marketing campaigns for key accounts, often without developer involvement. 

Folloze is particularly strong in content personalization; marketing and sales reps can curate microsites, nurture tracks, and targeted experiences based on account behavior and intent signals. It also stands out for its highly rated customer service and support, which many teams cite as a differentiator.

Pros:

• Highly rated customer service and support

• Fast, no-code campaign creation with microsites and landing pages

• Strong brand compliance features to maintain consistent design and messaging

Cons:

• Limited design flexibility for advanced customization

• Initial learning curve reported when onboarding new users

• Custom pricing only, with little transparency upfront

4. Pathfactory

Pathfactory specializes in content-driven ABM, using machine learning and analytics to guide decision-makers through the buyer’s journey. The platform automatically recommends the right content at the right time, helping marketing teams optimize account engagement and accelerate sales cycles. 

As an ABM software platform, its strength lies in combining real-time behavioral data with automated content delivery, ensuring high-value accounts always receive relevant resources.

Pros:

• Powerful content analytics and intelligence with asset-level engagement insights

• Easy creation of curated “content tracks” that guide buyers through assets

• Strong CRM and marketing automation integrations (Salesforce, Marketo, HubSpot, etc.)

Cons:

• Complex user interface that may present a bit of a learning curve

• Heavy reliance on strict metadata management for reporting

• Pricing is custom-only, making it harder to evaluate against other ABM contenders

5. Rollworks

RollWorks, a division of NextRoll, is one of the most recognized account-based marketing platforms for orchestrating advertising-driven ABM programs. It offers strong capabilities for target account identification, programmatic advertising, and multi-channel outreach across web and social media. 

The platform integrates with Salesforce and HubSpot CRMs, making it easy for sales teams to align with marketing. RollWorks is also praised for its customer service, especially during onboarding and implementation.

Pros:

• Seamless integrations with Salesforce, HubSpot, and other CRMs

• Strong targeting and account selection with detailed intent data and fit scores

• Excellent customer service, especially during onboarding and implementation

Cons:

• Pricing can be expensive for SMBs and teams with limited budgets

• The platform’s advanced features may present a steeper learning curve

• Engagement data has lagged for some users, which can create reporting delays

6. Demandbase

Demandbase is one of the legacy contenders among account-based marketing software, offering comprehensive capabilities spanning data enrichment, intent data, advertising, orchestration, and attribution. 

It positions itself as an end-to-end ABM solution, particularly strong in connecting sales teams and marketers around unified account intelligence. Historically, the platform is often chosen by large enterprises with complex tech stacks that require flexibility and integrations.

Pros:

• A workhorse of a unified ABM platform—covering data, orchestration, and analytics

• Industry-leading account intelligence with deep intent and firmographic data

• Robust attribution and reporting for pipeline and revenue influence

Cons:

• Setup and implementation can be complex and time-consuming

• High cost, especially when add-ons are included

• Steeper overall learning curve due to platform depth

7. Madison Logic

Rounding out the list for 2025, MadisonLogic focuses on multi-channel ABM campaigns, combining intent signals, advertising, and content syndication to drive engagement with decision-makers in high-value accounts. 

It is best known for its global data set that helps marketing and sales teams execute coordinated programs across regions. MadisonLogic is well-suited for companies running demand generation and lead generation campaigns at enterprise scale.

Pros:

• Offers market-leading intent data and content syndication functionality with global reach

• Strong customer service and proactive account management

• Detailed campaign analytics that provide account-level visibility

Cons:

• Users report that leads often need significant nurturing before becoming sales-ready

• Platform navigation may be confusing to some due to the platform’s UI quirks

• No public pricing, requiring direct vendor consultation

As a whole, these seven ABM software platforms—when compared side-by-side—provide an excellent sample of what different platforms can do. And now that we’ve compared these top platforms on the market, it’s time to shift gears. The big question we need to ask: Beyond the features, how do you know which ABM software is actually right for your team? 

Let’s evaluate…

Key criteria for choosing ABM software platforms

Remember that in marketing, there is no one right tool for everyone. The reality is that the right tool depends on your organization’s go-to-market strategy, the maturity of your ABM programs, and the resources available to support them—account-based marketing platforms being no exception. 

Here’s what to look for…

1. Data quality and segmentation

No ABM strategy works without accurate data. 

Strong segmentation depends on clean, enriched account records. Without it, even the most sophisticated ABM tools will fail to reach the right audience. Look for platforms that offer real-time data validation, enrichment partnerships (e.g., ZoomInfo), and integrations that bring in firmographic and technographic detail. This ensures your target account lists and ideal customer profile (ICP) definitions remain accurate as markets shift.

2. Sales & marketing alignment features

Successful ABM requires tight collaboration between marketing teams and sales reps. 

The best platforms offer shared dashboards, unified reporting, and clear account ownership. These features help ensure everyone is working from the same playbook across the customer journey and the buyer’s journey. If your sales teams can’t easily see what campaigns are influencing their accounts, adoption will suffer.

3. Orchestration across channels

Modern B2B buyers interact across multiple touchpoints: email, web personalization, LinkedIn, social media, ads, and direct outreach. 

A strong ABM platform should help you streamline orchestration across these channels so your messaging feels consistent, not fragmented. Ask vendors whether the platform supports multi-channel triggers, sequential messaging, and personalization at scale.

4. Measurement & ROI attribution

Attribution is critical for proving ABM’s value. 

Without clear ROI reporting, it’s nearly impossible to optimize campaigns or justify their budget to leadership. Prioritize platforms with account-level reporting, multi-touch attribution, and detailed metrics for pipeline influence, conversion rates, and campaign performance. Bonus points given if the platform offers a customizable dashboard you can share with executives.

5. Efficiency and scalability

As your program grows from a few dozen accounts to thousands, efficiency matters. 

Look for platforms that support automation, templates, and scalable personalization without creating more manual work. Consider whether the vendor makes it easy to streamline repeatable tasks, like building microsites or generating landing pages for specific target accounts.

6. Total cost of ownership

Costs for account-based marketing software vary widely. 

Beyond license fees, evaluate the full cost of implementation, integration with your CRM, and the resources required to run the platform long-term. Sometimes, a lower upfront cost comes with hidden overhead or limited support.

7. User experience and ease of implementation

Even the most powerful platform will fail if your marketing efforts stall during rollout. 

Platforms should offer intuitive interfaces, accessible training, and a clear implementation path. Look for vendors that provide onboarding resources, including guided setup, templates, and dedicated customer success teams. Shorter time-to-value often translates to faster results-in-pipeline.

8. Security and compliance 

If your ABM strategy targets enterprise or regulated industries, you’ll need to evaluate compliance requirements. 

Ask about SOC 2 certification, GDPR/CCPA compliance, and user access controls. The right ABM software should help you protect sensitive customer data while still enabling automation and personalization.

9. Vendor support and roadmap alignment

Finally, evaluate whether the vendor can grow with you. 

Does their product roadmap align with your long-term ABM programs? Do they offer resources for marketing campaign optimization or guidance on scaling to more key accounts? Strong customer success and ongoing innovation can be as valuable as core functionalities.

Moreover, as you weigh each of these important factors (ideally together), remember that the goal isn’t just to min/max features—it’s to choose an ABM platform that aligns with your go-to-market strategy and empowers both marketing teams and sales reps to deliver coordinated, data-driven campaigns. With that foundation, you’re primed to make the perfect performance-based pick.

Avoid the platform paralysis: Try the ABM software trusted by top ABM teams

If you’ve reached the point where you’re ready to move from research to action, it’s worth considering how the most modern platforms like Mutiny can simplify the process. 

Mutiny is designed to help revenue teams orchestrate personalized, scalable ABM campaigns without heavy developer lift—giving both marketing teams and sales teams a faster path to engaging the right accounts and accelerating deals.

Hungry for more? Learn to craft better ABM campaigns, faster, with Mutiny.