Best Marketing Account Management Software

Marketing account management software manages prospect data throughout the account-based marketing (ABM) process so that both sales and marketing teams have continuous awareness of target accounts. In order to maximize an ABM strategy, salespeople need to know where in the pipeline a prospect is and the probability that a prospect will become a customer. Marketing account management systems serve to document and communicate all relevant account information between the sales and marketing teams. This software is deployed in marketing and sales departments to maximize the efficiency of marketing efforts and facilitate communication between the two organizations.

Marketing account management software is commonly implemented with other ABM software such as marketing account intelligence or account-based content execution. Some systems have broader functionality that applies to the other ABM categories. Many marketing account management tools integrate with CRM systems and marketing automation software so that an ABM strategy can work smoothly with other sales and marketing initiatives.

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

  • Store account data on a level more granular level than contact information, for example: account industry or account segment
  • Integrate with tools that find target data from external sources or have the capability to do so itself
  • Facilitate sales and marketing communication relating to accounts within the system
  • Track accounts in the system by displaying metrics relating to the ABM process

Marketing Account Management Software Grid® Overview

The best Marketing Account Management Software products are determined by customer satisfaction (based on user reviews) and market presence (based on products’ scale, focus, and influence) 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, Marketo, and Outreach
  • High Performers are highly rated by their users, but have not yet achieved the Market Presence of the Leaders High Performers include: Infer, Groove, Terminus, LeanData, Metadata.io, and Engagio ABM Analytics
  • 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.
  • 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: Demandbase, Jabmo, Triblio, and Madison Logic
G2 Crowd Grid® for Marketing Account Management
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    Marketing Account Management reviews by real, verified users. Find unbiased ratings on user satisfaction, features, and price based on the most reviews available anywhere.

    D&B Hoovers helps sales teams convert promising prospects into profitable relationships. We’ve combined the Avention OneSource sales acceleration platform with Dun & Bradstreet’s industry-leading global database, creating a real-time business intelligence tool to help you close more deals. Target qualified sales leads, access up-to-date business information, and improve ROI with intuitive analytics. Give your sales team the insights they need with D&B Hoovers.


    Outreach, the system of action for sales teams, delivers performance and insights that result in higher velocity and more efficient selling. By automating and prioritizing all customer touch points throughout the sales process, Outreach triples the productivity of sales teams, and empowers them to drive more pipeline, book more meetings and exceed revenue goals. Outreach places actionable data intelligence at the fingertips of sales reps through a single, integrated view of all prospect-related information. Thousands of customers rely on Outreach to transform the sales process, drive collaboration between sales and marketing, and deliver higher revenue per sales rep.


    Marketo’s Engagement Marketing Platform allows a marketer to attract the right customer, engage them over time, measure and maximize marketing investment, and plan and coordinate marketing across the team. Marketo is transforming the way that companies are driving personalized, lifelong and meaningful relationships with customers and companies alike.


    Terminus Account-Based Marketing helps B2B marketers orchestrate ABM campaigns to engage key decision-makers at best-fit accounts. No contact data is required. Terminus finds the right people in those companies and serves them ads across the web, mobile, video, and social channels. Easily launch digital advertising campaigns to only target accounts and measure the impact of those efforts on engagement, pipeline, and revenue.


    LeanData’s Lead Management Suite helps companies connect leads to account, route to the right rep, and enable them to do advanced analytics and reporting for running ABM campaigns. More than 300 high-growth businesses such as Nutanix, Palo Alto Networks, Marketo and Cloudera rely on our lead-to-account matching and sophisticated routing to increase pipeline, maximize marketing ROI and close more deals. Enable Salesforce to work smarter with: ● Matching - Match leads to accounts for a 360-view of your target accounts ● Routing - Assign leads and contacts in real-time to the right owner every time ● Insights - Measure and optimize the performance of routing processes and campaigns ● Attribution - Uncover insights of campaign influence on pipeline and revenue


    Engagio helps B2B marketers drive new business and expand relationships with high-value accounts. With our marketing orchestration software, you can create and measure engagement, so you get the tools you need for Account Based Marketing in one integrated solution Engagio allows you to execute and measure integrated ABM programs, providing the scale benefits of automation with the personalization benefits of the human touch. It complements Salesforce and existing marketing automation solutions, so getting started is easy!


    Groove is the sales engagement platform that helps managers, reps, and operations sell smarter and increase revenue by as much as 25%. Our solution empowers the entire sales organization to plan and execute personalized outreach at scale with targeted campaigns, engage top accounts with smart account based sales features, and drive productivity using actionable analytics. We power industry leading sales teams around the world, including Prezi, Asana, HotSchedules, and many more. Features include: - Seamless integration with Salesforce - Account-based selling tools - Powerful, actionable analytics - Much more! For more information about Groove, visit www.groove.co.


    Infer’s proven predictive platform helps B2B companies win more customers. Its fit and behavioral models analyze buying signals and predict which prospects will go on to become great customers. Infer also offers a Profile Management platform that uses AI to identify high-value segments, make recommendations, and automate the next-best action.


    Metadata provides a closed-loop account based marketing solution that amplifies your sales pipeline with opt-in demand. Metadata clients include Cisco, Mulesoft, Payscale, Infoblox, Aerospike and many others. Metadata patented technology pulls historical CRM data, enriches it with 3rd part signals to profile your ideal customer (both company and persona) and generate custom targeted audiences. Finally, it orchestrates hundreds of micro-campaigns for pipeline acceleration & net new prospect targeting in a single turnkey solution. Our targeting engine generates hundreds of paid marketing experiments representing different pieces of collateral (e.g. Whitepaper), creative, audience, channel, and re-calibrates to the most successful experiments based on pipeline and lead Flow KPIs.


    Demandbase’s ABM Platform provides the critical foundation that marketers need to execute on ABM effectively. It serves as a single source of truth for managing audiences of target accounts and measuring the progress of those accounts across the entire funnel. The platform allows marketers to manage and segment target account audiences in a centralized location for key ABM campaigns. Upload existing account lists, export from CRM or leverage Artificial Intelligence technology to identify the accounts showing interest and intent at the very beginning of the buyer’s journey. Once these audiences are created, they are available for use in programs across the buyer’s journey –targeting, engagement and conversion. And you can also drill down into each audience to see its firmographic makeup, how well that audience is performing at each stage of the funnel and what programs are running for that audience. From the Platform, marketers can also access ABM Analytics, which surfaces account-based performance metrics across different stages of the funnel for any audience, enabling them to easily see the progression of their most valued accounts. By comparing against an automatically-generated lookalike control group -or any other audience the marketer chooses -customers can expose which stages of the funnel are underperforming against expectations. Additional layers of insights expose trend and velocity data, and surface recommendations for next best actions to drive higher progression rates through the funnel. The platform also includes integration with 3rd party analytics tools so that you can create detailed website traffic reports based on company names and attributes, enabling you to analyze your performance with specific segments and build targeted campaigns.


    Triblio provides a single integrated platform for helping Mid to Large Sized organizations launch & Scale their Account - Based Marketing Efforts. Triblio empowers B2B Marketing Organizations to Unify outbound and inbound marketing with "Sales Plays" to grow revenue with “In target” accounts. Using the Triblio ABM Engagement Platform B2B Marketers are able to… 1. Detect both known and unknown visitors to your website properties. 2. Personalize the Digital Experience including website messaging, content, images and CTA offers 3. Notify sales with “real-time insights for MQA’s 4. Target & Re-Target knowns and unknown target accounts with Ad’s 5. Gain Insight with Account Based Metrics & Reporting including attribution, influence and revenue reporting 6. Score & Push Account Activity including View-thru and Click-Thru insights for frequency, recency, and unique stakeholders 7. Gain leads on demand for contacts not in your CRM


    Madison Logic helps B2B companies accelerate growth by finding and engaging with the most influential people within the best accounts throughout the buyer journey. Marketers use our account-based marketing platform to find influencers showing research signals, engage them before and after they self-identify, optimize buyer journeys, and measure results.


    Jabmo is the ABM platform for global manufacturers. The company provides the whole solution to capture anonymous target account buyer activity and execute personalized account-based marketing programs. Jabmo account-data platform and account sensing technology powers personal and relevant account-based IP Advertising, Retargeting, Website Personalization, Analytics and Sales Enablement. Jabmo integrates with Oracle Marketing Cloud, Marketo, Salesforce Marketing Cloud and Microsoft Dynamics. Global Enterprises including Schneider Electric, Sealed Air, Colt Technology and Fives rely on Jabmo to drive more engagement and revenue with key accounts.


    CloudLead uses machine learning tools backed by human researchers to help B2B sales and marketing teams scale their outbound processes. With CloudLead businesses can identify new customer leads, update & improve existing lead database and setup managed outbound email processes.


    Full Circle Insights delivers marketing and sales performance management solutions to optimize a company’s marketing mix and drive more revenue. The company offers multi-touch attribution, comprehensive funnel metrics and lead management technology. Built 100% on the Salesforce App Cloud, Full Circle Insights’ products complement leading marketing automation solutions. Founded by former Salesforce executives, CRM implementation veterans and marketing automation specialists, the Full Circle Insights industry pioneers are seasoned in creating marketing measurement foundations to grow revenue. Learn more at www.fullcircleinsights.com.


    DataFox helps you find your best-fit accounts and act on them. DataFox's machine learning algorithms and human analysts verify proprietary insights on millions of businesses to provide robust company data, growth signals and scoring. DataFox is backed by Goldman Sachs, Green Visor, Google Ventures, and Slack, and used by high-growth startups and Fortune 500 companies alike; examples include UPS, Visa, Accel Partners, Twilio, Zendesk and Outreach.


    Adobe Campaign is a set of solutions that help you personalize and deliver campaigns across all your online and offline channels.


    Real time intelligence to find and engage your leads


    RollWorks, a division of AdRoll Group, is a B2B marketing platform that helps marketers find the right people within targeted accounts, connect with extreme relevance, and drive measurable results. Harnessing the power of our proprietary data and technology, we focus on a comprehensive approach to lifecycle marketing—enabling customers to engage high-quality leads, accelerate sales cycles, and grow customer lifetime values with highly personalized campaigns that optimize in real time based on their goals. We’re on a mission to empower B2B marketing to impact revenue, by connecting their tools, breaking down data silos, which increases transparency and reporting.


    Our marketing solutions empower your business to understand its customers and to engage with them intelligently: nudging them towards purchase instead of distracting them. Build dynamic profiles of your customers and use them to gain deep insights so you can adapt to both their needs and market trends. Deliver personalized experiences in real-time, increasing conversion rates and gaining loyalty. Gain real-time transparency into the performance of your marketing plans, giving you the agility to change, track and seize new opportunities.


    Ampliz is a cloud-based marketing data management and multichannel marketing platform.


    CaliberMind offers ABM and Analytics power without the big platform overhead. Our ABM Converter™ & Revenue Analytics solutions - built on top of our leading Customer Data Platform - enables marketers to repurpose their existing CRM and Marketing Automation systems to manage, measure, and report on both Demand Generation and ABM success. Ask about our 30-day FREE trial.


    Folloze is the leading Account Based Marketing (ABM) Engagement Platform, which enables B2B sales and marketing teams to engage, develop and win their top target accounts. Built for scale, the platform empowers Marketing and Sales to collaborate on marketing strategy, account-specific content campaigns, content automation and more, and enables Marketing to easily deliver campaigns on behalf of Sales. The result is a personalized, automated, scalable ABM program, backed by actionable account analytics, where Sales maintains an authentic relationship with the buyer. These capabilities enable salespeople to act as consultants through the selling process, delivering significantly more value to customers and drastically increasing their sales pipeline, and ultimately revenue. Folloze was founded in 2013 and is headquartered in San Mateo, CA with a development center in Tel Aviv, Israel. Folloze was founded by a group of marketing, sales and technology veterans and is backed by world-class investors. For more information, please visit www.folloze.com. Or check out one of our live boards here www.folloze.com/activate


    FusionGrove is built to orchestrate Partner led, account-based sales & marketing campaigns for new opportunity identification or lifecycle campaigns.. FusionGrove provides extensive market data for identifying target accounts (more than 5m+ Co's) or you can leverage your historical sales data to orchestrate sales campaigns with dynamic campaign content, guided sales motions to really help sales close more business. You can analyze your sales and marketing campaigns ABM lens across thousands of Partners as well as orchestrate collaboration with your internal sales teams.


    InsideUp gives you the best in marketing technologies - without the complexity - to easily acquire customers.


    Kwanzoo bridges the gaps among martech, sales tech, and ad tech. It is an Account-Based (ABM) experiences platform for global B2B enterprises that leverages precise targeting and personalization to engage the entire account buying group, not just individual buyers; tracks target accounts and visitors visiting a website or microsite from all traffic sources; arms sales teams with deeper reporting and rich, engaged buyer insights to increase sales; and reaches accounts in various global regions including UK and EU, APAC, LATAM, North America, and ANZ. Learn more about us at www.kwanzoo.com


    Orb Intelligence provides companies with high-quality, reference database of company information that forms the data backbone of a modern B2B data-driven sales and marketing organization. The product includes firmographic data for companies (names, addresses, corporate linkages, industry classification, revenue, number of employees, websites and IP addresses), enabling customers to enrich and manage their sales and marketing data.


    MRP Prelytix's features and services support you at every stage of the customer acquisition journey.


    TruCadence prioritizes users most qualified leads and sequence engagement via phone, email, and social media at an accelerated pace. Implement user’s strategy at scale, and increase sales productivity up to 800%. Revolutionize the sales process to bring in more revenue. We help you hustle and win! Our sales acceleration platform includes customizable sales cadence software, power dialers, predictive intelligence, and sales gamification so you can simplify your sales stack and save time. Now, sales managers can create optimized sales processes that take leads all the way through the sales pipeline. Avoid leads falling through cracks. Monitor every interaction with leads no matter the channel, deliver detailed reports on sales performance, and continually improve processes based on real insights. TruCadence Features: • Personalized & Targeted Email and Call Sequencing • Auto Advance Sales Cycle* • Advanced Dialer Stack for Sales** • Enrich Contact data via ZoomInfo • Sync with Salesforce.com • Interface Works within Salesforce.com • Integrated A.I. Based Lead Scoring • Integrated Sales Gamification • All Necessary Tools for Sustained Performance Under One Platform * Insures TruCadence runs smoothly without getting clogged, by allowing sales reps to advance the sales cycle and not wait indefinitely in a particular step ** Productivity increase up to 800%, Click Dialer, Power Dialer, Agent Assisted Dialer, Local Presence, Coaching Module, and Pre-Recorded Voicemails *** TruCadence functionality appears as a tab within Salesforce.com


    ZyloTech is an MIT spin-off , offering an award-winning AI-powered Customer Analytics Platform for omni-channel marketing operations. The platform uses machine learning to solve data quality issues and analyze all customer data continuously and in near real time for superior insights in support of omni-channel marketing operations.


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