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High Performers

Contenders

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G2 Grid® Scoring

Marketing Account Intelligence Software Definition

Marketing account intelligence software compiles insightful prospect data to help marketers develop a list of accounts that fit a user’s ideal customer profile. Marketing account intelligence systems are implemented to combat the inefficiencies of the traditional “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 software like account data management software or account-based orchestration platforms. Some ABM products include functionality that spans across several or all of the ABM-related categories, while others are designed to handle one specific ABM-related function. Additionally, marketing account intelligence software may also integrate with CRM software and customer data platforms (CDP) to help provide a persistent, unified customer database.

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

• Collect target account data from external sources on a more granular level than contact information
• 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

Enterprise Marketing Account Intelligence Grid® Scoring Description

• Products in the Leader quadrant are rated highly by G2 users and have substantial Market Presence scores. Leaders include: ZoomInfo Sales, Owler, Demandbase One, HG Insights, Apollo.io, 6sense Revenue AI for Marketing, Priority Engine, and Madison Logic Platform
• High Performing products have high customer Satisfaction scores and low Market Presence compared to the rest of the category. High Performers include: FlashInfo, Metadata.io, ZoomInfo Operations, xiQ, BuzzBoard, RelPro, and BookYourData
• 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, D&B Connect, Brandwatch Consumer Intelligence, and Cognism
• 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: Leadspace, RollWorks Account-Based Platform, Act-On, Datanyze, Terminus ABM Platform, UpLead, Clearbit, Bombora Company Surge®, Lead Forensics, Adapt, Klarity by DemandScience, Spotler Mail+, FullCircl, and Infer