Account Based Marketing Companies: Platforms and Agencies

"Account based marketing companies" means two very different things depending on who is searching. Some people want ABM software: platforms that identify target accounts, show intent, run account-level advertising and report on engagement. Others want an ABM agency: people who build the account list, write the plays and run the programme. Most ranking lists mix the two, and many are written by a vendor or agency that puts itself first.

This overview keeps them apart. Part 1 covers ABM platforms, Part 2 covers ABM agencies, and Part 3 is how to choose: platform vs agency vs in-house, a weighted scorecard, questions for demos, red flags and an illustrative evaluation. We checked each company's own site (or, where the site blocked automated access, reliable secondary sources) in October 2026. Descriptions are neutral summaries of what each company says it does. We do not quote prices; ABM vendors and agencies almost all price on request.

Our Position: Name the Gap Before You Shortlist

Most ABM buying mistakes happen before the first demo. A team decides "we need an ABM platform" when the actual gap is something narrower: no agreed account list, no one to run plays, no way to reach buying committees with ads, or a website that treats a target account exactly like a student doing research. A full ABM suite will not fix a missing account list, and an agency will not fix a CRM nobody updates.

So our rule is simple: write down the one or two gaps that stop your ABM programme today, then shortlist only the companies that fix those gaps. If you have not yet agreed on tiers and target accounts, start with our account-based marketing strategy guide and the ICP segmentation framework. Buying software first and strategy second is the most expensive order to do it in.

The gaps usually fall into five groups:

• Data: which accounts are in market, and who is visiting your site.
• Reach: getting ads or content in front of the buying committee.
• Experience: what target accounts see when they arrive (site, microsite, content hub).
• Orchestration and reporting: coordinating sales and marketing touches and measuring account progress.
• People and process: someone to design and run the programme.

Part 1: ABM Platforms and What Each Is Known For

Full-suite platforms

Demandbase. One of the longest-standing ABM vendors. Demandbase One was announced in November 2020 as the combination of Demandbase and Engagio, and the platform combines a customer's first-party data with Demandbase's own account, intent and behavioural data, plus B2B advertising and sales intelligence. Known for: account identification and a single account view shared by marketing and sales. Pricing on request. We compare it with other options on our Demandbase alternatives page.

6sense. Its homepage now describes the company as "Intelligence for Agentic GTM", with products for revenue marketing (advertising, email agents, audience building), sales intelligence (account prioritisation, alerts, list building), predictive modelling and a data layer it calls Signalverse, which covers intent data and web deanonymisation. Known for: predictive buying-stage models and intent. Pricing on request. See 6sense alternatives for how it compares.

DemandScience (ABX). On 12 November 2024, Terminus merged into DemandScience, which kept its own brand. The combined offering is ABX by DemandScience, described as running ABM and content syndication together. If you have Terminus on an old shortlist, this is where it went. Pricing on request. Our Terminus alternatives page covers the options for former customers.

Advertising and reach platforms

AdRoll ABM (formerly RollWorks). A NextRoll brand combining B2B audience targeting with a cross-channel ad platform, buyer signals and pipeline reporting. Typically considered by teams that want ABM advertising without a full-suite contract. AdRoll links to a separate pricing page; check it directly.

Madison Logic. An ABM activation platform that pairs intent data with content syndication and multi-channel account-based advertising. Known for: syndication programmes that put gated content in front of target accounts. Pricing on request.

N.Rich. Describes itself as an ABM platform that moves ad spend to accounts showing buying intent, with its own DSP, intent signals and identified website visitors. It markets itself as made in the EU and focuses on software, cybersecurity, life sciences and manufacturing.

Influ2. Contact-level ABM: ads aimed at named people inside target accounts, with reporting on which contacts were reached and engaged. Known for: buying-committee coverage rather than account-level impressions. Pricing on request.

Jabmo. Part of Expandi Group and based in London, Jabmo positions itself as a non-US-centric ABM platform, with country-level IP tracking, multi-language intent, account-based advertising and website personalisation. Relevant if most of your target accounts sit outside North America.

Experience and content platforms

Folloze. A "buyer experience platform for ABM at scale": personalised microsites, content hubs and campaign assets per account, with engagement signals routed to sales. It integrates with Demandbase, 6sense and HubSpot, so it often sits alongside a suite rather than replacing one.

Mutiny. Many marketers know Mutiny as a website personalisation tool. Its homepage in October 2026 positions it as an AI sales assistant that produces personalised decks, landing pages, deal rooms and 1:1 ABM pages. If you are shortlisting it for on-site personalisation, confirm the current product scope in the demo. If you need on-site personalization instead, see Mutiny alternatives.

CRM-native ABM

HubSpot. HubSpot's ABM tools come with Marketing Hub or Sales Hub Professional and Enterprise: target account, ICP tier and buying role properties, recommended accounts, automatic ABM segments, LinkedIn audiences and prebuilt ABM dashboards. No separate intent data or ad network, but for a first programme on HubSpot it is often enough to start.

If intent data is the gap, our comparison of intent data providers by source goes deeper on Bombora, G2 and the platform-native options.

Part 2: ABM Agencies and Consultancies

Agencies fix the people-and-process gap. They are worth it when nobody in-house has run ABM before, or when a programme needs creative and coordination capacity the team does not have. All price on request or by proposal.

• Momentum ABM. A B2B growth advisory that says it is now part of Accenture Song, focused on key accounts and major pursuits for large, complex B2B organisations such as technology, financial services and professional services firms. It also runs ABM training.
• Inverta. A B2B growth marketing agency that calls itself "the original account-based marketing agency", with around two decades of ABM work. It segments clients from PE-backed companies with $25M+ revenue up to $1B+ enterprises.
• TMP (The Marketing Practice). A B2B agency covering brand to demand, with ABM, partner marketing, paid media, creative and data services. Typically works with large technology brands.
• Transmission. Describes itself as the world's largest independent global B2B marketing agency, with offices in the UK, Germany, the US, Australia, Singapore, India and Poland, and runs 1:1 and 1:many ABM as a single programme. Suited to multi-region enterprise programmes.
• Directive. A performance marketing agency for B2B and SaaS companies that runs ABM alongside paid media, SEO and RevOps. Note that its own list of the best ABM agencies ranks Directive first; read any published ABM list, including this one, with the author's interests in mind.
• FullFunnel. Training and consulting rather than an outsourced agency: ABM strategy, pilot programmes and help scaling ABM in-house for European and North American B2B tech companies.

Platform vs Agency vs In-House: Which Do You Need?

For in-house programmes, the SDR side matters as much as the marketing side. GTMStack's guide to account-based lead generation covers multi-threading and the SDR's role in a way that complements this post.

ABM Vendor Selection Scorecard

Score each shortlisted company from 1 to 5 on each criterion, multiply by the weight, then divide the total by 5 to get a score out of 100. Adjust the weights to your gap; these defaults suit a team whose main gaps are data and reach.

For what to put in the reporting criterion, our guide to ABM metrics lists coverage, engagement, progression and outcome metrics by month.

Questions to Ask in ABM Demos

1. If we upload our 200 target accounts, what share will you match and identify, and can we test that before signing?
2. How do you identify companies visiting our website, and how does accuracy differ for remote workers and for traffic outside the US?
3. Where does your intent data come from, and what share of it is your own versus licensed?
4. Which fields sync to our CRM, in which direction, and how often?
5. Show us the account-level report a sales leader would see. Can it compare target accounts against a control group?
6. What does year one cost in total, including media, onboarding and services?
7. Who on your side runs the first campaign, and who on ours needs to be involved?
8. For agencies: who is on our account day to day, and what do we keep (lists, plays, creative, reports) if we leave?

Red Flags When Evaluating ABM Companies

• No test on your own data. A vendor that will only show demo data cannot show how well it covers your accounts.
• Influence metrics only. "Influenced pipeline" without a comparison group overstates impact; ask for target versus non-target results.
• Unclear media costs. Advertising-led platforms may bill media separately from the licence. Get it in writing.
• Multi-year terms before a pilot. A reasonable vendor will scope a pilot or an exit clause for the first year.
• Agency case studies with no named client or numbers. Ask for references you can call.
• Every answer is "the AI handles it". Ask what you configure, what is automatic and how you check it is right.

Example: An Illustrative ABM Company Evaluation

Illustrative example. Corvid Systems (an invented company) sells security software to mid-market manufacturers. It has 150 target accounts, one ABM-minded marketer, HubSpot as its CRM and no ABM experience on the team. It shortlists three options and scores them with the scorecard above.

Working for option A: (20×5 + 20×4 + 15×4 + 15×5 + 10×2 + 10×2 + 10×3) / 5 = 385 / 5 = 77. Option C is two points behind but goes live fastest and fits a team with no ABM experience. Corvid picks C for two quarters, uses the agency to set up tiers, plays and a reporting baseline, then revisits option A once it knows which accounts engage. The scorecard did not make the decision; it made the trade-off explicit.

Where the Website Fits in an ABM Stack

Every option above eventually sends target accounts to your website, through an ad click, an SDR email or a search. Many programmes stop at the click: the account lands on the same generic homepage as everyone else, and the ad spend that got them there is half wasted. Our account-based marketing examples show what account- and industry-specific pages look like when teams get this right.

If the website step is your gap, a full suite may be more than you need. Markettailor is a narrower option focused on this step: it identifies which companies visit your site and lets you change headlines, proof points and CTAs for target accounts, tiers or industries, without replacing your ads or CRM. See how it works for account-based website personalization. For a broader comparison of identification tools, see our review of website visitor identification software.

Frequently Asked Questions

What are account based marketing companies?

The term covers two groups. ABM platforms are software companies such as Demandbase, 6sense, AdRoll ABM and N.Rich that provide account data, intent signals, account-level advertising and reporting. ABM agencies and consultancies, such as Momentum ABM, Inverta and Transmission, design and run ABM programmes for clients. Many teams use one of each.

What happened to Terminus and RollWorks?

Terminus merged into DemandScience in November 2024, and the combined company sells an ABM and content syndication platform called ABX by DemandScience. RollWorks is now AdRoll ABM: AdRoll's ABM page describes it as formerly RollWorks, and the old RollWorks site redirects there. Both are part of larger companies rather than standalone brands.

Should I hire an ABM agency or buy an ABM platform?

Hire an agency when nobody in-house has run ABM or you lack capacity to design and run plays. Buy a platform when you already have an agreed account list, an owner for the programme and a specific data or reach gap. Many teams start with an agency and CRM-native tools, then add a platform once they have baseline results.

How much do ABM platforms cost?

Most ABM platforms and agencies do not publish prices and quote on request, and costs vary with the number of accounts, data access, users and media spend. Ask every vendor for a written year-one total covering licence, media, onboarding and services, and compare those totals rather than headline licence fees.

Can HubSpot do account-based marketing?

Yes, at a basic level. Marketing Hub and Sales Hub Professional and Enterprise include target account and ICP tier properties, buying roles, recommended accounts, ABM segments, LinkedIn audiences and ABM dashboards. HubSpot does not include third-party intent data or its own account-based ad network, so larger programmes often add a dedicated platform.