Account-based marketing (ABM) platforms help B2B teams identify target accounts, detect which ones are showing buying intent, and reach them with coordinated advertising and outreach. The leading platforms fall into three groups: full intent-and-orchestration suites such as 6sense and Demandbase; lighter, advertising-led tools such as AdRoll ABM (formerly RollWorks) and Terminus; and ABM features inside tools you may already use, such as HubSpot and ZoomInfo.
This comparison explains what each platform is best for and how to decide whether you need one at all.
Quick comparison
| Platform | Best for | Core strength | Pricing model |
|---|---|---|---|
| 6sense | Enterprise B2B teams with mature sales and marketing ops | Predictive intent data and AI-driven account prioritisation | Custom annual contracts |
| Demandbase | Enterprise teams wanting advertising and account intelligence in one suite | Account-based advertising and account identification | Custom annual contracts |
| AdRoll ABM (formerly RollWorks) | Mid-market teams, especially on HubSpot | Faster setup and account-based display advertising | Based on target account list size |
| Terminus | Mid-market teams wanting multi-channel ABM | Ads, email, chat and web personalisation | Custom quotes |
| HubSpot ABM tools | Teams already on HubSpot starting with ABM | Target accounts, tiers and buying roles inside the CRM | Included in certain HubSpot tiers |
| ZoomInfo Marketing | Teams already using ZoomInfo data | ABM built on a large B2B contact and company database | Custom quotes |
6sense
6sense focuses on identifying which accounts are in-market and how close they are to buying, using intent data and predictive models. It integrates with major CRMs and marketing automation platforms and supports multi-channel orchestration. It suits enterprise teams with the resources to implement it fully and act on its insights.
Demandbase
Demandbase grew out of account-based advertising and IP-based account identification, and now combines advertising, account intelligence and sales insights in one suite. It is a strong fit for large teams that run significant account-based advertising and want those capabilities consolidated.
AdRoll ABM (formerly RollWorks)
RollWorks, now part of AdRoll as AdRoll ABM, is a lighter platform aimed at mid-market teams. It combines account-based display advertising with intent signals and CRM integration, and users generally find it quicker to set up than enterprise suites. Its intent and predictive depth is more limited, which matters as programs mature.
Terminus
Terminus offers multi-channel ABM, including advertising, email signatures, chat and web personalisation. It suits mid-market teams that want several engagement channels in one tool without enterprise-suite complexity.
HubSpot and ZoomInfo
If you already use HubSpot, its ABM features let you mark target accounts, assign tiers and buying roles, and report on account engagement inside the CRM. ZoomInfo offers ABM capabilities as part of its marketing product, built on its B2B database. For many teams, these are enough to start ABM before committing to a dedicated platform.
Do you need an ABM platform?
Not always. Dedicated platforms are powerful, but they need clean CRM data, a content engine, advertising budget and people to act on the signals. Many B2B tech companies get better early results from a leaner setup: a clear ICP, a tiered target account list, enrichment, one intent source, LinkedIn ads and well-run email and LinkedIn outreach. Once that motion is proven, a platform can scale it.
A platform makes sense when you have a large target account list, a dedicated team to run programs, meaningful advertising budget, and sales reps who will act on account-level signals.
How to choose an ABM platform
- Define the job. Is the priority finding in-market accounts, advertising to target accounts, or orchestrating multi-channel programs?
- Check CRM fit. Confirm native integration and data sync with HubSpot or Salesforce.
- Test intent data quality on accounts you know, including ones in your target markets outside the US.
- Estimate total cost, including licences, ad spend and the people needed to run it.
- Plan adoption. The best platform is the one your sales team will actually use.
Before choosing a platform, it helps to have the strategy in place. Our step-by-step ABM strategy guide covers that, and our guide to the GTM engineering tech stack explains the data and automation layer. MindMark runs ABM lead generation programs for B2B tech companies with or without a dedicated platform.
Related reading: before choosing a platform, build the plan with our B2B ABM strategy guide, and score accounts with our lead scoring guide. Weighing a specific pair? Read Demandbase vs RollWorks or our list of RollWorks alternatives.
Frequently asked questions
It depends on your size and motion. 6sense and Demandbase suit enterprise programs, AdRoll ABM (formerly RollWorks) and Terminus suit mid-market teams, and HubSpot’s built-in ABM tools are a practical starting point for teams already on HubSpot.
6sense emphasises predictive intent and AI-driven prioritisation of in-market accounts. Demandbase is rooted in account-based advertising and account identification, combined with account intelligence in one suite.
Yes. RollWorks is now known as AdRoll ABM.
Yes. Many teams run effective ABM with their CRM, enrichment tools, an intent data source, LinkedIn ads and email and LinkedIn outreach, and add a platform once the motion is proven.
Most enterprise ABM platforms use custom annual contracts, while mid-market options are often priced by the size of your target account list. Factor in ad spend and the team time needed to run the platform.
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