Best ABM Software for B2B Teams in 2024

Best ABM Software for B2B Teams in 2024

Updated May 18, 20261,515 words7 tools compared

Account-Based Marketing (ABM) has become essential for B2B companies looking to target high-value accounts with personalized campaigns. Unlike traditional marketing approaches that cast a wide net, ABM focuses on specific accounts that match your ideal customer profile, delivering highly targeted content and experiences that resonate with decision-makers.

Choosing the right ABM software can make or break your account-based strategy. The best platforms integrate seamlessly with your existing CRM, provide detailed account insights, and enable coordinated campaigns across multiple channels. Whether you're a startup testing ABM waters or an enterprise scaling proven strategies, the right software will help you identify target accounts, personalize outreach, and measure campaign effectiveness.

This comprehensive guide examines the top ABM software solutions for B2B teams, comparing their features, pricing, and ideal use cases to help you make an informed decision for your organization.

Quick Comparison

ProductBest ForStarting PriceRatingKey Feature
HubSpotSMB to EnterpriseFree4.4/5All-in-one CRM platform
SalesforceEnterprise$25/user/mo4.3/5AI-powered automation
PipedriveSMB$14.90/user/mo4.2/5Visual pipeline management
CloseStartups$49/user/mo4.6/5Built-in communication tools
AttioStartupsFree4.7/5Flexible data modeling
FolkStartupsFree4.5/5AI-powered relationship insights
FreshsalesSMBFree4.2/5Predictive contact scoring

Scroll horizontally to see all columns

Detailed Reviews

In-depth analysis of each platform to help you make the right choice.

#1

HubSpot

Top Pick

Best For: Companies seeking an all-in-one solution that scales from startup to enterprise

HubSpot stands out as the most comprehensive ABM solution, offering a complete customer platform that unifies marketing, sales, and service operations. Its ABM tools include account identification, personalized content creation, and multi-channel campaign orchestration. The platform excels at helping teams coordinate their efforts across the entire customer lifecycle, from initial targeting through post-sale expansion.

Pricing: Free tier available, paid plans start at $45/month with advanced ABM features in higher tiers

Key Features

  • Account-based advertising
  • Personalized email sequences
  • Advanced analytics dashboard
  • CRM integration
  • Lead scoring and qualification

Pros

  • +Comprehensive feature set covers entire ABM workflow
  • +Strong integration ecosystem with 1,000+ apps
  • +Excellent onboarding and educational resources

Cons

  • -Can become expensive as you scale
  • -Learning curve for advanced features

Verdict

HubSpot is ideal for teams wanting a single platform to manage their entire ABM strategy, especially those who value extensive training resources and community support.

#2

Salesforce

Best For: Large enterprises with complex sales processes and multiple stakeholders

Salesforce brings enterprise-grade ABM capabilities with its AI-powered Customer 360 platform. The solution excels at managing complex, multi-stakeholder accounts with sophisticated automation and predictive analytics. Its Account-Based Marketing features help large organizations coordinate campaigns across multiple touchpoints while maintaining detailed visibility into account engagement and progression through the sales cycle.

Pricing: $25 per user per month for basic features, with ABM capabilities in higher-tier plans

Key Features

  • AI-powered account insights
  • Multi-channel campaign orchestration
  • Advanced reporting and analytics
  • Territory management
  • Einstein AI recommendations

Pros

  • +Powerful AI capabilities for predictive insights
  • +Highly customizable to match complex workflows
  • +Strong enterprise security and compliance features

Cons

  • -Complex setup and configuration required
  • -Expensive for smaller organizations

Verdict

Salesforce is the top choice for enterprise organizations that need sophisticated ABM capabilities and have the resources to properly implement and maintain the platform.

#3

Close

Best For: Inside sales teams and startups focused on high-touch ABM approaches

Close specializes in inside sales teams with built-in communication tools that streamline ABM outreach. The platform combines CRM functionality with native calling, email, and SMS capabilities, making it particularly effective for teams that rely heavily on direct communication with target accounts. Its AI features help automate follow-ups and capture important context from every interaction.

Pricing: $49 per user per month with 14-day free trial

Key Features

  • Built-in phone, email, and SMS
  • AI-powered follow-up automation
  • Call recording and analysis
  • Pipeline forecasting
  • Activity-based workflows

Pros

  • +Integrated communication tools eliminate tool switching
  • +Strong focus on sales productivity
  • +Excellent mobile app for remote teams

Cons

  • -Higher starting price than competitors
  • -Limited marketing automation features

Verdict

Close is perfect for sales-focused teams that prioritize direct communication and want powerful automation without the complexity of larger platforms.

#4

Attio

Best For: Startups and growing companies that need flexible, customizable ABM solutions

Attio offers a modern, flexible approach to CRM that adapts to unique ABM workflows. Its strength lies in customizable data modeling that allows teams to structure account information exactly as needed. The platform provides powerful automation capabilities while maintaining an intuitive interface that doesn't require extensive training to use effectively.

Pricing: Free plan available, paid plans start at $29 per user per month

Key Features

  • Flexible data modeling
  • Custom workflow automation
  • Real-time collaboration tools
  • Advanced filtering and segmentation
  • API-first architecture

Pros

  • +Highly customizable to unique business needs
  • +Modern, intuitive user interface
  • +Strong automation capabilities for the price

Cons

  • -Newer platform with smaller ecosystem
  • -May require more setup time for complex use cases

Verdict

Attio is excellent for teams that want modern CRM functionality with the flexibility to adapt the platform to their specific ABM processes.

#5

Pipedrive

Best For: Small to medium businesses looking for straightforward ABM pipeline management

Pipedrive focuses on visual pipeline management that makes it easy to track account progression through ABM campaigns. Designed by salespeople for salespeople, it emphasizes simplicity and usability while providing essential ABM features like lead scoring, email automation, and detailed activity tracking. The platform excels at helping teams maintain focus on the most important accounts and opportunities.

Pricing: $14.90 per user per month with free trial available

Key Features

  • Visual pipeline management
  • Email sync and templates
  • Activity reminders and scheduling
  • Goal setting and tracking
  • Mobile CRM access

Pros

  • +Intuitive visual interface requires minimal training
  • +Affordable pricing for small teams
  • +Strong mobile functionality

Cons

  • -Limited advanced automation features
  • -Fewer integrations compared to enterprise platforms

Verdict

Pipedrive is ideal for small to medium businesses that want an affordable, easy-to-use platform focused on pipeline management and basic ABM functionality.

#6

Folk

Best For: Startups and small teams focused on relationship-building in their ABM approach

Folk positions itself as a relationship-focused CRM that uses AI to help teams build stronger connections with target accounts. The platform automatically captures and organizes contact information while providing insights about relationship strength and engagement patterns. Its approach emphasizes the human side of ABM by helping teams maintain meaningful connections at scale.

Pricing: Free plan available, paid plans start at $20 per user per month

Key Features

  • AI-powered contact enrichment
  • Relationship mapping
  • Automated data capture
  • Social media integration
  • Team collaboration tools

Pros

  • +AI automatically enriches contact data
  • +Focus on relationship quality over quantity
  • +Competitive pricing with generous free tier

Cons

  • -Limited advanced reporting features
  • -Smaller feature set compared to comprehensive platforms

Verdict

Folk works well for relationship-focused teams that want AI assistance with contact management and prefer a simple, intuitive approach to ABM.

#7

Freshsales

Best For: Small to medium businesses wanting AI-powered ABM features at an affordable price

Freshsales brings AI-powered capabilities to small and medium businesses through features like predictive contact scoring and intelligent lead routing. The platform offers a good balance of automation and usability, making it accessible for teams new to ABM while providing enough sophistication for more advanced campaigns. Its integration with the broader Freshworks ecosystem adds value for teams using multiple business tools.

Pricing: Free plan available, paid plans start at $15 per user per month

Key Features

  • Predictive contact scoring
  • Email tracking and templates
  • Built-in phone functionality
  • Lead routing automation
  • Visual reports and dashboards

Pros

  • +AI features typically found in more expensive platforms
  • +Clean, modern interface
  • +Good value for money with free tier

Cons

  • -Less customization than premium alternatives
  • -AI features may be basic compared to enterprise solutions

Verdict

Freshsales is a solid choice for small to medium businesses that want AI-powered ABM features without the complexity or cost of enterprise platforms.

Frequently Asked Questions about best abm software for b2b

ABM software enables B2B companies to implement account-based marketing strategies that target specific high-value accounts rather than broad audiences. These platforms help identify ideal target accounts, personalize marketing campaigns, coordinate sales and marketing efforts, and track engagement at the account level. B2B companies need ABM software because it dramatically improves conversion rates and deal sizes by focusing resources on accounts most likely to become valuable customers, while providing the tools to deliver personalized experiences that modern B2B buyers expect.

ABM software pricing varies significantly based on company size and feature requirements. Startups can begin with free tiers or pay $15-50 per user monthly for basic ABM functionality. Small to medium businesses typically spend $50-150 per user monthly for comprehensive features, while enterprise solutions can range from $150-500+ per user monthly. Consider total cost of ownership including implementation, training, and integration expenses. Many platforms offer free trials, allowing you to test functionality before committing to annual contracts that often provide significant discounts.

Essential ABM software features include account identification and segmentation tools, personalized content creation capabilities, multi-channel campaign orchestration, CRM integration, and detailed analytics and reporting. Look for platforms that offer lead scoring, email automation, social media monitoring, and the ability to track engagement across multiple touchpoints. Advanced features worth considering include AI-powered insights, predictive analytics, intent data integration, and automated workflows. The specific features you need depend on your team size, technical requirements, and ABM strategy sophistication.

Small businesses can absolutely benefit from ABM software, often seeing even greater impact than enterprises due to their ability to move quickly and focus intensively on key accounts. Many platforms now offer affordable pricing tiers and simplified interfaces designed for smaller teams. Small businesses should focus on platforms with intuitive interfaces, good onboarding support, and essential features rather than comprehensive enterprise solutions. The key is choosing software that matches your current needs while allowing room to grow, and many successful small businesses use ABM software to compete effectively against larger competitors by delivering more personalized experiences.

Conclusion

Selecting the right ABM software depends on your company size, budget, technical requirements, and strategic goals. Enterprise organizations with complex sales processes will benefit most from comprehensive platforms like Salesforce or HubSpot, which offer sophisticated automation and customization options. Startups and small businesses should consider solutions like Attio, Folk, or Freshsales that provide essential ABM functionality at accessible price points.

The most important factor is choosing a platform that aligns with your current needs while providing room to grow. Start by defining your ABM strategy, identifying must-have features, and establishing a realistic budget. Take advantage of free trials to test platforms with your actual data and workflows before making a final decision. Remember that successful ABM depends more on strategy and execution than on having the most advanced software – choose a platform your team will actually use consistently and effectively.

Regardless of which platform you choose, focus on proper implementation, team training, and continuous optimization. The best ABM software is the one that helps your team identify, engage, and convert high-value accounts more effectively than your current approach.

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