Grid® for Marketing Account Intelligence Software
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
Marketing Account Intelligence Grid® Scoring Description
Products shown on the Grid® for Marketing Account Intelligence 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, Apollo.io, 6sense Revenue AI, Adapt, Lead Forensics, Demandbase ABM/ABX Cloud, Adobe Marketo Engage, Priority Engine, Cognism, Metadata.io, Brandwatch Consumer Intelligence, Crunchbase, Demandbase Sales Intelligence Cloud, KickFire, Act-On, Bombora Company Surge®, LeadSift, Owler, 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: UpLead, BuzzBoard, Lead411, Terminus ABM Platform, xiQ, RocketReach, RollWorks Account-Based Platform, Infer, Visitor Queue, DemandScience Intelligence, Datanyze, RelPro, SalesIntel, DealSignal, CloudLead, FullCircl, Spotler, Enlyft, and OceanFrogs
- 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: Predictive Insights (formerly Mintigo), MRP Prelytix, and D&B Connect
- 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, DataFox, FullContact, Leadspace, PipeCandy, Gazelle.ai, DemandScience, Clearbit Data Activation Platform, AroundDeal, Maroon.ai, and BrightInfo
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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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