Enterprise Grid® for Account Data Management Software
Account Data Management Software Definition
Account Data 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. Account Data 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.
Account Data Management software is commonly implemented with other ABM software such as marketing account intelligence, account-based advertising, or buyer intent data tools. Some systems have broader functionality that applies to the other ABM categories. Many Account Data 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 Account Data 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
Enterprise Account Data Management Grid® Scoring Description
Products shown on the Enterprise Grid® for Account Data Management have received a minimum of 10 reviews/ratings in
data gathered by November 22, 2022. Products are ranked by customer satisfaction (based on user reviews) and market
presence (based on market share, seller size, and social impact) and placed into four categories on the
Grid®:
- Products in the Leader quadrant are rated highly by G2 users and have substantial Market Presence scores. Leaders include: ZoomInfo SalesOS, Groove, HubSpot Marketing Hub, People.ai, 6sense Revenue AI, and Demandbase ABM/ABX Cloud
- High Performing products have high customer Satisfaction scores and low Market Presence compared to the rest of the category. High Performers include: LeanData, xiQ, Openprise, and Koncert
- Contender products have relatively low customer Satisfaction scores and high Market Presence compared to the rest of the category. While they may have positive reviews, they do not have enough reviews to validate those ratings. Contenders include: Adobe Marketo Engage, Integrate Demand Acceleration Platform, D&B Rev.Up ABX, and Triblio ABM Platform
- Niche products have relatively low Satisfaction scores and low Market Presence compared to the rest of the category. While they may have positive reviews, they do not have enough reviews to validate those ratings. Niche products include: ZoomInfo OperationsOS, Terminus ABM Platform, Madison Logic Platform, Infer, N.Rich, SAP Marketing Cloud, and Traction Complete
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in any form without G2’s prior written permission. While the information in this report has been
obtained from sources believed to be reliable, G2 disclaims all warranties as to the accuracy,
completeness, or adequacy of such information and shall have no liability for errors, omissions, or inadequacies in such information.
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