Best Account-Based Analytics Software
Account-Based Analytics software provides account-based results metrics, such as percentage of target accounts reached or lead-to-account mapping, to analyze the efficacy of a user’s account-based marketing (ABM) strategy. ABM strategies are useful for a business because they allow marketing teams to expend the most resources on prospects that have a high conversion probability. Account-Based Analytics tools enable marketing teams to analyze the efficacy of their ABM strategy to ensure they are targeting the correct prospects. They also use this software to inform future ABM strategies. Marketing teams use Account-Based Analytics software to measure the quality of leads generated from their ABM initiatives.
Account-Based Analytics software is generally implemented in conjunction with other ABM solutions such as marketing account mangement software or marketing account intelligence software. Many Account-Based Analytics tools have some account-based content execution functionality.
To qualify for inclusion in the Account-Based Analytics category, a product must:
Featured Account-Based Analytics Software At A Glance
G2 takes pride in showing unbiased reviews on user satisfaction in our ratings and reports. We do not allow paid placements in any of our ratings, rankings, or reports. Learn about our scoring methodologies.
Marketing Hub consolidates marketing tools and customer data into a unified platform, eliminating scattered point solutions and simplifying software management for modern marketing teams. Core Valu
HubSpot Marketing Hub is a marketing automation platform that integrates CRM, email marketing, and automation workflows, aiming to centralize marketing efforts and actions. Users like the platform's ease of use, robust CRM, automation features, and the ability to track data from emails, which helps in understanding clients better and delivering the right content. Reviewers noted that the platform can be complex with too many settings and options, and the pricing structure can be steep as the contact database grows, making it challenging for smaller businesses.
786,004 Twitter followers
6sense Revenue Marketing is a B2B revenue marketing and account-based go-to-market (GTM) platform that helps marketing and revenue teams identify in-market accounts, prioritize buying groups, and exec
16,970 Twitter followers
Demandbase is the leading, enterprise-grade account-based GTM platform for sales and marketing teams designed to make every moment and every dollar count. Since creating the category in 2013, we h
Demandbase One is a unified platform that provides visibility into account intent and engagement, simplifies audience segmentation, and integrates with various marketing and sales platforms. Users like the platform's ability to provide a complete picture of each account, its simplistic installation, and its exceptional support that helps connect marketing and sales motions. Reviewers experienced a steep learning curve with many overwhelming features, slow loading times, and issues with data validation and accuracy.
21,395 Twitter followers
AdRoll is a connected advertising platform designed to assist growth-oriented marketers in navigating the complexities of digital advertising. This software solution provides a comprehensive suite of
AdRoll ABM is a platform used for display advertising, account-based advertising, and integrating with CRM systems like Salesforce and HubSpot. Reviewers like the precise account targeting, strong retargeting, account-level insights, seamless integration with multi-channel campaigns, and the support from the AdRoll team. Users reported a steep learning curve, complex setup, high pricing, limited customization, and issues with the user interface and reporting.
275 Twitter followers
Fibbler helps you see which companies view or engage with your LinkedIn and Google Ads, connect them to pipeline and revenue in your CRM, and alert sales when it's time to reach out.
ZoomInfo Operations is a sophisticated data management solution designed to assist organizations in optimizing their go-to-market (GTM) strategies by effectively managing sales and marketing data. Thi
23,509 Twitter followers
ZoomInfo Marketing is a sophisticated demand generation solution designed specifically for marketing teams focused on account-based marketing (ABM) and lead conversion. This platform is part of the br
ZoomInfo Marketing is a tool for lead enrichment and account-based marketing, offering features such as data segmentation, intent signals, and integration with CRM and marketing tools. Users frequently mention the accuracy of the data, the ease of use, the ability to target high-intent accounts, and the seamless integration with other marketing and CRM tools as key benefits. Reviewers noted that the platform can feel complex for new users, the data sometimes requires manual verification, and the pricing can be high for small teams.
23,509 Twitter followers
People make decisions, not accounts — bring your ABM to the contact level. Act on contact-level intent, reach named buyers with ads, and make the revenue impact clear. Inlflu2 is built for the mess
390 Twitter followers
Koala is an end-to-end pipeline generation engine. Give reps a single-pane-of-glass for account prioritization, deep research, and identifying buying committees.
233 Twitter followers
Every-touch revenue attribution and advanced AI-driven revenue planning to enable every marketer—from CMO to channel manager—to discover customer journeys, impact digital transformations, and power co
957,057 Twitter followers
The B2B Paid Digital Platform designed to optimize Ad Spend into Revenue with precision, efficiency, and AI-agents. While exceptionally designed for an ABM use, Metadata fits perfectly into broader De
748 Twitter followers
Foundry's Account-Based Marketing (ABM) platform orchestrates marketing and sales campaigns at every stage of the purchase journey. In a single platform, Foundry ABM combines account-based advertising
N.Rich is the Account-Based Go-to-UpMarket Platform best suited for fast-growing Scale Ups, SMBs, and companies. 👋🏻 It's been recognized in the 2024 Gartner® Magic Quadrant™ for Account-Based Marketin
15 Twitter followers
Since 2005, Madison Logic has empowered the largest and fastest-growing companies to convert their best accounts faster by finding and engaging throughout the customer journey with the most influentia
1,563 Twitter followers
Dreamdata is a B2B Activation & Attribution Platform that provides the most complete B2B customer journey map anywhere. This empowers B2B marketing teams to orchestrate smarter GTM plays and me
289 Twitter followers
Learn More About Account-Based Analytics Software
What is Account-Based Analytics Software?
Account-Based Analytics software provides marketers with a complete picture of how their account-based marketing (ABM) initiatives are impacting the sales pipeline and overall revenue. Similar to attribution software, Account-Based Analytics software can help determine the success of an ABM campaign by attributing a closed sale to an ABM tactic. It’s not only important to report on the percentage of accounts reached but also whether you’re increasing interactions with identified individuals within your targeted accounts.
Account-Based Analytics software assists with tracking overall engagement with your ABM campaigns, including trends around targeted accounts, contact engagement within targeted accounts, and which campaigns are creating the most opportunities and closing deals. Additionally, Account-Based Analytics software will help you allocate your resources and marketing budget more efficiently because you’ll be able to identify which ABM efforts provide the greatest ROI.
Key Benefits of Account-Based Analytics Software
- Identify content channels and strategies that are effective at moving accounts through the funnel
- Measure engagement across targeted accounts within ABM campaigns
- Attribute revenue and ROI of all ABM campaigns
- Compare spending across accounts
- Integrate with a sales database to build credibility and trust within your company by showcasing results of ABM initiatives
Why Use Account-Based Analytics Software?
It’s imperative to track the impact your ABM campaigns are having on targeted accounts to optimize your efforts. Identifying high-value accounts and contacts within those accounts is important, but it can also be time-consuming. Account-Based Analytics software will help identify which personalization tactics are working for certain accounts and which ones aren’t working quite as well. You will also be able to consolidate all of your data that has been captured across myriad accounts, channels, and campaigns, and integrate it into your sales database to get a 360-degree view of all your targeted accounts.
Who Uses Account-Based Analytics Software?
An account-based marketing approach requires alignment of both sales and marketing, which is more fondly known as “smarketing." Smarketing requires sales and marketing to work toward the same goal and collaborate on identifying targeted accounts. When deploying an ABM approach, it’s necessary for marketers to operate with a sales mindset, which means, as opposed to targeting individual buyers, focusing on targeted accounts and then identifying the decision-makers within those accounts. Sales can help marketers identify the best content to use since they have firsthand experience of what content resonates with buyers. Sales can then help track which content is performing better with targeted accounts using Account-Based Analytics software. While sales and marketing are both involved in an ABM approach, marketers would typically be the ones tracking how ABM campaigns are performing.
B2B marketers — B2B marketers at companies of any size can benefit from using an ABM approach and Account-Based Analytics software. Marketers can use Account-Based Analytics software to generate account-based results metrics, which are useful to get a better understanding of their company’s overall target audience. Subsequently, marketers can then determine what types of content and methods of delivery resonate with their target accounts to obtain better results with their ABM efforts.
Account-Based Analytics Software Features
As a marketer, it's crucial to be able to show results from any and all campaigns that you execute. Account-Based Analytics software will enable you to highlight outcomes with the help of the features listed below.
Lead intelligence — In ABM, lead intelligence refers to the data you gather across your targeted account segments. Even though you are targeting accounts, you still need to focus on the individuals within those accounts, which includes identifying demographics and behavioral information. You can leverage Account-Based Analytics software to help you gather insights, create buyer personas, and then hyperpersonalize content that resonates with that audience, all of which will help you tailor your ABM approach. Account-level insights highlight engagement across accounts, including the assets your targeted accounts are downloading, the leads you are generating within those accounts, and the correlation between ad exposure and website visits. These types of insights can help you sift through and translate your account engagement across channels and contact-level engagement within an account.
Market insights are also vital when it comes to gathering intent data across your targeted accounts. Intent data will let you know what your targeted accounts are likely going to do next and when they are ready to buy. Account-Based Analytics software will allow you to get updates on your accounts’ online activities, for example, when they are featured in the news, what they are saying online, what articles they are reading, and what social media channels they are visiting.
Lead management — Even with an ABM approach, you still need to manage all of your leads and prioritize high-potential accounts that are most likely to convert to sales. The lead management feature within Account-Based Analytics software will help you segment customer and prospect data and also assist you in identifying and distributing accounts internally to team members.
Omnichannel tracking — Account-Based Analytics software can provide an omnichannel tracking feature, which is similar to a multi-touch attribution model. This means that you will be able to attribute revenue to certain media channels and touchpoints throughout the consumer’s journey. For this to be effective, however, you will need to ensure that the correct leads are mapped to the appropriate accounts you are targeting. Omnichannel tracking will provide tracking across multiple digital advertising channels such as video, mobile, and social media, as well as offline channels.
Revenue planning — If you can attribute revenue to specific ABM campaigns, you can subsequently allocate your future marketing budget to other campaigns based on the predicted amount of incoming revenue. Account-Based Analytics software is able to assist in mapping out your resources and budgeting appropriately across your ABM strategy.
Customization — Marketers can measure success in different ways but will want to focus on tracking distinct metrics. A customization feature will allow you to create custom reports that align with your company’s specific goals. Some custom reports can include overall target account tracking, opportunities opened, and custom pipeline dashboards.
Additional Features
Opportunity timeline — This feature will provide a timeline to visualize the effects of individual campaigns, leads, and other opportunities. A timeline will allow you to map every ABM campaign to a touchpoint on a timeline so you can pinpoint exactly where your lead interacted with your company and when that lead successfully converted to a sale. Additional metrics you can identify within this opportunity timeline include any contact or activity missing from lost opportunities and any actions you could have taken to prevent a lost opportunity.
Potential Issues with Account-Based Analytics Software
Sales and marketing alignment — As mentioned previously, it’s imperative for sales and marketing to work in tandem when initiating ABM campaigns to targeted accounts. Marketers and sales need to be aligned when it comes to segmenting targeted accounts and how to personalize ABM efforts toward those accounts. Without this alignment, it will prove difficult to gain the full benefits from Account-Based Analytics software because marketing will want to identify and analyze certain account insights, while sales will want to look at insights that are completely different.
