Best Marketing Account Intelligence Software

Marketing account intelligence software is used to develop a list of accounts that fit a user’s ideal customer profile by compiling insightful prospect data that goes beyond contact data. Marketing account intelligence systems are implemented to combat the inefficiencies of the classic “spray and pray” marketing approach. By deploying this software, marketing organizations can maximize efforts on accounts that have a high likelihood of converting to customers while minimizing time and money spent on prospects with a low probability of converting. These tools also assist sales teams by providing incisive information such as a prospect’s role within the company hierarchy or a prospect’s company segment.

This software is used primarily by sales and marketing teams to gain a greater understanding of target and current accounts. Marketing account intelligence software is most commonly implemented with other account-based marketing (ABM) tools like marketing account management or account-based content execution software. Some ABM products have functionality that spans across several or all of the ABM-related categories while others are more specifically geared to handle one specific ABM-related function. Additionally, marketing account intelligence software may also integrate with data warehouse tools and news-gathering tools since most marketing account intelligence systems use news to augment the data within them.

To qualify for inclusion in the Marketing Account Intelligence category, a product must:

  • Be able to collect target account data from external sources on a more granular level than contact information
  • Have some capability to score or rank leads to better connect marketers with prospective accounts
  • Integrate with a product that can manage data profiles or have that capability itself

Marketing Account Intelligence Software Grid® Overview

The best Marketing Account Intelligence Software products are determined by customer satisfaction (based on user reviews) and scale (based on market share, vendor size, and social impact) and placed into four categories on the Grid®:
  • Products in the Leader quadrant are rated highly by G2 Crowd users and have substantial Market Presence scores. Leaders include: D&B Hoovers, InsideView, Marketo, ZoomInfo, Act-On, and DiscoverOrg
  • High Performers are highly rated by their users, but have not yet achieved the market share and scale of the Leaders. High Performers include: Lattice Engines, Leadspace, Infer, Datanyze, LeanData, DataFox, and Leadiro
  • Contenders have significant Market Presence and resources, but have received below average user Satisfaction ratings or have not yet received a sufficient number of reviews to validate the solution. Contenders include: Demandbase
  • Niche solutions do not have the Market Presence of the Leaders. They may have been rated positively on customer Satisfaction, but have not yet received enough reviews to validate them. Niche products include: Azalead, 6sense, BrightInfo, and RelPro
G2 Crowd Grid® for Marketing Account Intelligence
High Performers
Dun bradstreet d b hoovers
Lattice engines
Act on
Market Presence
Linked in no background

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