Account-Based Marketing (ABM) has evolved from a buzzword to a business imperative, with only 21% of marketers currently utilizing intent data for their account-based initiatives, making it a distinct competitive advantage. Organizations implementing ABM with intent data are seeing remarkable results, including an average 20% reduction in sales cycles by engaging accounts already demonstrating purchase intent.
The convergence of intent data and digital advertising within ABM platforms has created a powerful ecosystem for B2B marketers. This comprehensive guide examines the leading ABM tools in 2025, analyzing their intent data capabilities, digital advertising features, and unique value propositions to help you make an informed decision for your organization.
Understanding the ABM Technology Landscape
The modern ABM stack combines three critical components: intent data intelligence, digital advertising capabilities, and comprehensive account orchestration. Intent data captures the digital footprints left by prospects while researching products, challenges, and solutions online. These buyer signals reveal who’s in-market now, what they’re interested in, and where they are in their decision-making process.
When evaluating ABM platforms, organizations should consider not just the breadth of features, but how seamlessly these tools integrate intent signals with advertising execution and account engagement workflows.
Tier 1: Enterprise ABM Platforms
Demandbase One
Positioning: The comprehensive ABM orchestration platform Strengths: End-to-end ABM functionality with robust advertising capabilities
Demandbase One represents the evolution of ABM platforms into comprehensive revenue orchestration suites. The platform excels in combining intent data with sophisticated advertising capabilities across multiple channels. It leverages proprietary algorithms to analyze billions of monthly interactions and identify accounts exhibiting buying signals, while creating personalized landing pages for individual accounts.
Intent Data Capabilities:
- Proprietary Company Surge intent data combining first and third-party signals
- Real-time intent scoring with predictive analytics
- Intent topic clustering and keyword expansion
- Integration with external intent providers
Digital Advertising Features:
- Display advertising with account-based targeting
- LinkedIn advertising integration and optimization
- Programmatic advertising across premium B2B networks
- Cross-channel campaign orchestration and attribution
Ideal For: Large enterprises requiring comprehensive ABM orchestration with significant advertising budgets and complex sales processes.
6sense Revenue AI
Positioning: The predictive ABM intelligence platform Strengths: Advanced AI-driven account identification and intent prediction
6sense has established itself as the leader in predictive ABM, using artificial intelligence to identify accounts in various stages of the buying journey. The platform’s strength lies in its ability to predict future buying behavior rather than just reacting to current intent signals.
Intent Data Capabilities:
- Proprietary 6sense intent data with predictive modeling
- Anonymous visitor identification and account mapping
- Intent journey mapping across buying stages
- Competitive intelligence and displacement opportunities
Digital Advertising Features:
- Programmatic display advertising with AI optimization
- Social media advertising automation
- Cross-channel campaign sequencing
- Dynamic creative optimization based on intent signals
Ideal For: Mid-to-large enterprises with complex B2B sales cycles requiring sophisticated predictive analytics and AI-driven account prioritization.
Terminus Engagement Hub
Positioning: The multi-channel ABM execution platform Strengths: Strong advertising capabilities with comprehensive channel coverage
Terminus focuses on multi-channel account engagement, providing robust advertising capabilities across digital channels. The platform emphasizes execution excellence in advertising delivery while maintaining strong intent data integration.
Intent Data Capabilities:
- Third-party intent data partnerships
- Account-level intent scoring and alerting
- Intent-based audience segmentation
- Sales intelligence integration
Digital Advertising Features:
- Multi-channel advertising orchestration (display, social, email)
- Account-based advertising with frequency capping
- Connected TV advertising for B2B accounts
- Attribution modeling across advertising touchpoints
Ideal For: Organizations prioritizing multi-channel advertising execution with strong focus on brand awareness and account engagement.
Tier 2: Specialized Intent Data Providers
Bombora Company Surge
Positioning: The pure-play B2B intent data specialist Strengths: Comprehensive intent data coverage with co-op data model
Bombora pioneered the B2B intent data space with its cooperative data model, collecting intent signals from a network of premium B2B websites. Intent data gives you more detailed insights into your prospects and what drives them to travel further into buying journey.
Intent Data Capabilities:
- Largest B2B intent data cooperative with 4,000+ premium sites
- 15,000+ intent topics with custom topic modeling
- Weekly intent surge scoring with historical trending
- Account-level and contact-level intent insights
Digital Advertising Integration:
- API integrations with major advertising platforms
- Audience syndication to programmatic platforms
- Intent-based lookalike modeling for advertising
- Cross-platform campaign optimization
Ideal For: Organizations seeking best-in-class intent data to power existing ABM and advertising platforms, or those building custom ABM solutions.
TechTarget Priority Engine
Positioning: The technology-focused intent platform Strengths: Deep technology buyer insights with content syndication
TechTarget leverages its extensive network of technology-focused websites to provide intent data specifically for IT and technology buyers. The platform combines intent data with content syndication and lead generation services.
Intent Data Capabilities:
- Technology-specific intent data from IT-focused properties
- Technical topic taxonomy with detailed categorization
- IT buyer journey mapping and stage identification
- Integration with TechTarget’s content network
Digital Advertising Features:
- Sponsored content placement across TechTarget network
- Targeted display advertising on technology websites
- Email marketing to engaged IT audiences
- Custom content creation and distribution
Ideal For: Technology companies targeting IT decision-makers and technical buyers through content-driven engagement strategies.
Tier 3: Emerging and Specialized Players
Influ2 (Person-Based Advertising)
Positioning: The person-based B2B advertising specialist Strengths: Individual-level targeting and engagement tracking
Influ2 takes a unique approach to B2B advertising by focusing on individual decision-makers rather than account-level targeting. This person-based approach provides granular insights into individual engagement patterns.
Intent Data Capabilities:
- Individual-level intent tracking and scoring
- Person-to-account mapping with role identification
- Behavioral pattern analysis for buying committee members
- Cross-device tracking for comprehensive engagement view
Digital Advertising Features:
- Person-based display advertising with individual targeting
- LinkedIn advertising with granular audience control
- Sequential advertising campaigns based on individual engagement
- Real-time engagement alerts for sales teams
Ideal For: Organizations with clearly defined buying personas seeking granular individual-level insights and personalized advertising approaches.
RollWorks (AdRoll B2B)
Positioning: The growth-focused ABM platform Strengths: Accessible ABM with strong advertising automation
RollWorks, part of the AdRoll family, focuses on making ABM accessible to mid-market companies with user-friendly interfaces and automated campaign management.
Intent Data Capabilities:
- Integrated third-party intent data sources
- Website visitor identification and intent scoring
- Automated audience creation based on intent signals
- CRM integration for intent-based lead scoring
Digital Advertising Features:
- Cross-channel advertising automation (display, social, email)
- Dynamic creative optimization
- Automated bid management and budget allocation
- Comprehensive attribution and ROI tracking
Ideal For: Mid-market companies seeking user-friendly ABM solutions with strong advertising automation and accessible pricing.
Cognism (Intent Data & Sales Intelligence)
Positioning: The European sales intelligence leader with intent capabilities Strengths: GDPR-compliant data with strong European coverage
Cognism combines sales intelligence with intent data, providing particular strength in European markets with GDPR-compliant data collection and processing.
Intent Data Capabilities:
- GDPR-compliant intent data collection
- European market focus with global coverage
- AI-powered intent scoring and account prioritization
- Sales intelligence integration with intent insights
Digital Advertising Integration:
- API connections to major advertising platforms
- Intent-based audience creation for advertising
- European advertising compliance and optimization
- Cross-platform campaign measurement
Ideal For: European organizations or global companies requiring GDPR-compliant intent data with strong European market coverage.
Comparative Analysis Framework
| Tool/Platform | Intent Data Strength | Digital Advertising Strength |
| Bombora | Excellent | Good (via integrations) |
| Terminus | Good (via partnerships) | Excellent |
| Demandbase | Excellent | Excellent |
| 6sense | Excellent | Excellent |
| TechTarget (Priority Engine) | Excellent | Good (via integrations) |
| Influ2 | Good (via integrations) | Excellent (person-based) |
| RollWorks | Good (via partnerships) | Excellent |
| Metadata.io | Good (behavioral/firmographic) | Excellent (automation) |
| Madison Logic | Excellent | Excellent |
| Clearbit | Good (enrichment) | Good (via integrations) |
Intent Data Quality and Coverage
The quality of intent data varies significantly across platforms. Bombora leads in breadth with its cooperative model, while 6sense excels in predictive accuracy. TechTarget provides the deepest technology-specific insights, and Cognism offers the best European compliance and coverage.
Digital Advertising Capabilities
Demandbase and Terminus provide the most comprehensive advertising orchestration, while Influ2 offers unique person-based targeting. 6sense excels in AI-driven optimization, and RollWorks provides the most accessible automation for mid-market companies.
Integration and Ecosystem
Enterprise platforms like Demandbase and 6sense offer extensive integrations with CRM, marketing automation, and sales tools. Specialized providers like Bombora focus on API accessibility and data syndication to existing platforms.
Pricing and Accessibility
Pricing models vary from usage-based (Bombora) to platform subscriptions (Demandbase, 6sense). Mid-market solutions like RollWorks offer more accessible entry points, while enterprise platforms require significant investment but provide comprehensive functionality.
Selection Criteria and Decision Framework
| Tool/Platform | Intent Data Integration | Digital Advertising Capabilities | Notable Features & Strengths | Best For |
| Bombora | Core focus: intent data | Integrates with ad platforms | Company Surge technology, B2B intent tracking | B2B intent targeting, integration |
| Terminus | Strong, via partnerships | Multi-channel: email, social, display | Ad orchestration, detailed reporting, scalability | Mid-market, enterprise ABM |
| Demandbase | Advanced, AI-driven intent | Multi-channel: display, social, email | AI-driven insights, account targeting, analytics | Large enterprises, data-driven |
| 6sense | Predictive, AI-driven intent | Multi-channel: display, social, email | Predictive analytics, account prioritization | Complex sales cycles, enterprise |
| TechTarget (Priority Engine) | Core focus: intent data | Integrates with ad platforms | Ranked accounts, buyer insights, content analytics | Tech-focused, intent-driven |
| Influ2 | Intent data via integrations | Person-based digital advertising | Person-based targeting, ad personalization | Person-based ABM, ad precision |
| RollWorks | Intent data via partnerships | Multi-channel: display, retargeting | Dynamic ads, account scoring, analytics | Advertising-led ABM |
| Metadata.io | Behavioral/firmographic data | Multi-channel: LinkedIn, Google, programmatic | AI-driven automation, audience targeting, optimization | Automated, scalable campaigns |
| Madison Logic | Intent data core | Multi-channel: display, LinkedIn, syndication | Engagement insights, campaign measurement | Pipeline acceleration, analytics |
| Clearbit | Intent data via enrichment | Integrates with ad platforms | Real-time data, lead scoring, behavioral insights | Data enrichment, targeting |
For Large Enterprises
Organizations with complex sales processes, multiple product lines, and significant marketing budgets should consider comprehensive platforms like Demandbase One or 6sense Revenue AI. These platforms provide end-to-end ABM orchestration with sophisticated intent data and advertising capabilities.
For Mid-Market Companies
Companies seeking accessible ABM solutions with strong advertising automation should evaluate RollWorks or Terminus. These platforms balance functionality with usability while providing essential intent data integration.
For Specialized Use Cases
Organizations with specific requirements should consider specialized solutions: TechTarget for technology buyers, Influ2 for person-based advertising, or Cognism for European market focus.
For Intent Data Integration
Companies with existing ABM platforms seeking best-in-class intent data should evaluate Bombora’s Company Surge, which provides comprehensive intent insights through API integration.
Implementation Considerations
Data Integration and Quality
Successful ABM implementation requires clean CRM data, proper account hierarchies, and established data governance. Organizations should audit their data quality before platform selection to ensure optimal performance.
Cross-Functional Alignment
Forrester highlights that the alignment between marketing and sales teams remains a critical success factor in ABM. Platform selection should consider how tools facilitate collaboration between marketing, sales, and customer success teams.
Measurement and Attribution
Advanced attribution modeling becomes critical when combining intent data with multi-channel advertising. Organizations should establish clear KPIs and measurement frameworks before implementation.
Future Trends and Platform Evolution
AI and Machine Learning Integration
Platforms are increasingly incorporating advanced AI for predictive account scoring, dynamic content optimization, and automated campaign management. Organizations should evaluate platforms’ AI roadmaps and current capabilities.
Privacy and Compliance
Growing privacy regulations require platforms to provide transparent data collection, processing, and usage. GDPR compliance, cookie deprecation, and data privacy will increasingly influence platform selection.
Account Experience and Personalization
The focus is shifting from account targeting to account experience, with platforms developing capabilities for dynamic personalization, custom landing pages, and coordinated multi-channel experiences.
Conclusion and Recommendations
The ABM tool landscape in 2025 offers sophisticated options for combining intent data with digital advertising, but the right choice depends on organizational size, complexity, and specific requirements. Organisations that integrate workflows and share KPIs see significant results, including revenue growth of 48% year-over-year by uniting teams under an ABM framework.
For most large enterprises, comprehensive platforms like Demandbase One or 6sense Revenue AI provide the best combination of intent data sophistication and advertising execution. Mid-market companies should focus on accessible solutions like RollWorks or Terminus that balance functionality with usability.
Organizations should prioritize platforms that align with their existing technology stack, provide clear ROI measurement, and support cross-functional collaboration. The most successful ABM implementations combine best-in-class intent data with sophisticated advertising execution, supported by strong organizational alignment and measurement frameworks.
The key to success lies not just in platform selection, but in organizational readiness, data quality, and commitment to the ABM methodology. As the market continues to evolve, organizations that invest in comprehensive ABM platforms and supporting processes will be best positioned to capture the significant revenue opportunities that account-based marketing provides.
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