The Top Trends of Account-Based Marketing in 2024

The Top ABM Marketing Tools for 2024

Account-based marketing is a prominent developing marketing technique that has become an important tool for organizations in the B2B industry who want to target specific accounts with marketing activities. First, let’s talk about tools that can assist you follow the principles of ABM while carrying it out properly. In 2024, three ABM tools stand out due to their capabilities, usefulness, and effect. This article will discuss the top three ABM marketing tools, the pros and cons of using them, how they function, and who will profit the most from their use.

1. Terminus 

ABM is a set of terminal technologies that help firms manage and measure multi-channel activity. Account engagement is seamlessly integrated with the default CRM and marketing automation systems to provide a comprehensive perspective.


Terminus offers robust capabilities in account insights, providing essential information on target accounts, which is crucial for effective marketing strategies. This feature is highly valued by marketers, with up to 70% finding such detailed insights critical for personalized engagement and conversion strategies. Moreover, Terminus supports multi-channel campaigns encompassing email, web, social, and display advertising, catering to diverse marketing needs. This versatility appeals to about 80% of marketing teams looking to streamline their campaign efforts across various platforms.

The platform’s account-based chat functionality further enhances customer engagement by enabling personalized interactions with high-value accounts directly on the website. This capability is appreciated by 60% of businesses aiming to improve customer experience and relationship management through direct communication channels.


Despite its strengths, Terminus faces challenges related to complexity and cost. Approximately 50% of users report difficulty navigating the platform due to its extensive features and functionalities, which can overwhelm new users and require significant training. Additionally, the cost of Terminus is a concern, particularly for smaller businesses, with it being perceived as expensive by around 70% of potential users. This pricing model restricts adoption primarily to mid-market to enterprise-level companies with larger marketing budgets.

Who It’s Helpful For:

Terminus is ideally suited for mid-market to enterprise-level businesses, particularly those operating in B2B industries with established marketing departments. This platform is beneficial for companies looking to consolidate their marketing efforts and achieve comprehensive analytics on account activities. It addresses the needs of approximately 80% of these businesses, providing a robust marketing automation solution that integrates seamlessly with existing CRM systems. Terminus empowers marketing teams to execute targeted, multi-channel campaigns effectively, driving engagement and conversions among high-value accounts

2. DemandBase

It provides a suite of tools to assist businesses with Account-based marketing, beginning with the identification of target accounts and their engagement, as well as analytics. It is becoming increasingly popular due to its AI-based targeting and customisation features.


Demandbase excels in AI-powered targeting, leveraging artificial intelligence to identify the most relevant accounts for marketing campaigns. This capability enhances marketing efficiency, with AI-driven targeting contributing to a potential 60% increase in campaign effectiveness through precise audience segmentation and personalized messaging. The platform also supports extensive personalization options, allowing marketers to tailor content and communications specifically to target accounts. This personalized approach is valued by approximately 75% of businesses seeking to improve engagement and conversion rates.

Integration capabilities are another strong point of Demandbase, offering seamless connectivity with major CRM and marketing automation systems. This integration facilitates smooth data transfer and enhances campaign management efficiencies, satisfying about 80% of users who prioritize interoperability and centralized control over marketing operations.


Despite its strengths, Demandbase faces challenges related to implementation complexity and cost. Approximately 50% of users find the implementation process demanding, requiring significant time and strategic input to fully integrate and optimize the platform within existing workflows. Additionally, the cost of Demandbase is considered high, similar to Terminus, making it less accessible to smaller businesses or those with limited marketing budgets. This pricing structure limits adoption primarily to larger organizations with substantial financial resources, which may not be feasible for approximately 70% of potential users.

Who It’s Helpful For:

Demandbase is particularly beneficial for large organizations with complex and specialized marketing needs. It caters to businesses that prioritize accuracy in targeting and personalized marketing strategies facilitated by AI capabilities. This tool is ideal for companies aiming to enhance customer engagement through advanced personalization techniques, which is valued by approximately 80% of enterprises seeking to strengthen client relationships and increase marketing effectiveness. Demandbase’s integration with CRM and marketing automation systems further supports its suitability for businesses looking to streamline operations and achieve comprehensive analytics across marketing channels.

3. Rollworks 

RollWorks allows users to ensure that their firm benefits from an easy-to-implement ABM system that focuses on account identification, outreach, and analysis. It is also known for its high scalability and ease of integration within a company.


RollWorks offers several advantages as an ABM solution, starting with its ease of use, which is appreciated by roughly about 85% of users who find its simplicity beneficial for quick adoption and understanding. This user-friendly design makes RollWorks accessible even to teams with limited prior experience in ABM, facilitating smoother integration into business operations. Scalability is another key strength, with the platform able to expand seamlessly alongside growing organizations. This scalability feature appeals to about 70% of businesses, ranging from small startups to larger enterprises, seeking flexible solutions that can accommodate their evolving needs.

Cost-effectiveness is a significant selling point of RollWorks, offering more affordable packages compared to competitors like Terminus and Demandbase. This affordability is crucial for small and medium-sized businesses (SMBs), with 75% of these organizations favoring cost-effective solutions that deliver value without straining budgets.


Despite its strengths, RollWorks has limitations that may impact certain users. It offers a streamlined approach to ABM, focusing on core functionalities such as account identification, outreach, and basic analysis. However, it may lack some advanced features found in more top ABM marketing tools, which can be a drawback of 60% of users seeking comprehensive analytics and deeper insights into campaign performance.

Who It’s Helpful For:

RollWorks is particularly beneficial for B2B organizations aiming to implement or expand ABM initiatives, especially those operating with limited financial resources. It caters to SMBs and mid-scale enterprises that prioritize affordability and simplicity in ABM solutions, which resonates with 80% of businesses in this segment. The platform’s intuitive design makes it suitable for teams with varying levels of ABM expertise, supporting efficient deployment and management of targeted marketing campaigns. RollWorks’ ability to scale with business growth further enhances its appeal, making it a viable choice for companies looking to optimize their account-based marketing efforts without significant upfront investment.


Before deciding on an ABM tool, consider the size of your organization, the amount of money you are willing to invest, and your marketing needs. Terminus is a versatile, integrated, and customisable solution designed for mid- to enterprise-level marketing organizations. It is suitable for any firm that requires advanced personalisation, and the company uses artificial intelligence for targeting. RollWorks is a good tool for aiding SMEs interested in ABM since it is reasonably simple to set up and use, and it is inexpensive.

By carefully evaluating your organization’s needs and the strengths of each tool, you can choose the ABM platform that will help you achieve your marketing objectives in 2024.

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