ABM stands for account-based marketing. It’s a strategy where companies target best-fit prospects with tailored messages. Other B2B sales and marketing efforts (e.g., demand generation and ad campaigns) aim to increase brand awareness for a broader audience. ABM involves multi-channel marketing tools and sales strategies like: Creating personalized, inbound landing pages to address each target account’s specific needs Hosting targeted webinars with valuable insights and solutions that are directly relevant to each key prospect Leveraging a centralized sales and marketing hub to streamline communication and ensure a cohesive strategy Engaging decision-makers through account-level outreach and content (e.g., sending case studies) to build stronger connections Using sales intelligence and predictive analytics tools to get deeper insights into account behavior and forecast future opportunities ABM also emphasizes tracking and analyzing marketing campaign metrics to improve engagement and shorten sales cycles for high-value accounts.

What’s the best account-based marketing software?

The best ABM software depends on your goals, company size, industry and budget. For example, some of the most popular cloud-based ABM tools include customer relationship management tools like: Pipedrive HubSpot Salesforce Researching and signing up for free trials and plans will help you ensure your chosen tool fits your needs before you commit.

How do ICPs relate to ABM?

Ideal customer profiles (ICPs) are data-driven representations of your most valuable customers. B2B marketing and sales teams create ICPs to better sell your product to similar people and companies. Your sales reps can build ICP templates using data such as: Company size Industry Location Job titles Pain points Preferences In ABM, these ICPs help dictate your lead generation efforts (the right accounts your company should target) and relevant content to send to them.

What are tier 1, 2 and 3 accounts in ABM?

In account-based marketing platforms, you prioritize your sales and marketing efforts by assigning prospects and leads to one of three tiers (this is where your ICPs come in handy). Tier 1 is your highest priority and most valuable accounts Tier 2 accounts may offer significant opportunities, but the potential return is slightly lower Tier 3 accounts have less immediate value but are still worth pursuing You can set up your CRM software to segment tier 1, 2 and 3 accounts and prioritize activities to connect with them at scale.

Best ABM software

The easy and effective ABM software for closing deals

Account-based marketing software helps you identify priority accounts and act fast when opportunity strikes.

Use an ABM platform to organize customer data and automate sales and marketing processes with fewer resources.

Learn how Pipedrive can help you personalize outreach, track your deals and measure success more effectively.

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What is account-based marketing software?

Account-based marketing (ABM) software helps businesses focus on the most promising potential customers. Sales and marketing teams can use ABM platforms to collaborate, identify leads and build strong relationships with key accounts.

Pipedrive’s ABM software features

Empower teams with a collaborative CRM

Give sales and marketing teams the tools to collaborate seamlessly and close deals faster

Get account-based-insights

Create more authentic connections with the people behind target accounts to engage through to renewal

Import target accounts

Quickly transfer crucial account information from multiple spreadsheets to centralize your data

Leverage AI insights in your CRM

Use AI-powered technology to save time and make smarter decisions about your ABM campaigns

Connect your favorite tools

Integrate with the apps that drive your business and create a better-performing ABM strategy

Customize your solution

Tailor your ABM software and pipelines to your unique workflows, processes and tiered accounts

What to look for in ABM software

ABM software should help your sales and marketing teams collaborate and target high-value accounts efficiently.

Choose an ABM tool with features like:

Marketing automation. Use marketing automation software to automate repetitive tasks and reduce your team’s workload.
Sales reporting. Visualize how effectively you turn leads into customers with instant sales reports.
Pipeline management. Manage your pipeline and track different tier prospects through key milestones on their customer journey.
AI-powered content. Let AI help you write more engaging, personalized emails in less time.

Give sales and marketing more ways to collaborate

For your account-based marketing strategy to be successful, you need seamless team collaboration.

Real-time and asynchronous communication allows sales and marketing teams to connect quickly and easily.

Combine Pipedrive with Slack to help team members stay in touch and share ideas more effectively.

Learn more about Pipedrive’s Slack CRM integration.

Keep leads engaged

Maintaining connections with leads without overwhelming them can be tricky.

ABM software with email marketing functionality removes the guesswork, providing data-driven reports on what’s most effective.

Use Pipedrive to build lasting relationships with priority accounts without missing a beat.

Learn more about Pipedrive’s campaign management.

Organize your target account data

When you organize your contact information, it’s easier to spot patterns and opportunities.

ABM software helps you group data into one space with clear conversations and dashboards for more accurate, accessible insights.

Use Pipedrive to organize everything about target accounts, from purchase histories to preferences to make timely decisions.

Learn more about Pipedrive’s customer data management.

Fine-tune your strategy using AI

Identifying how to prioritize multiple deals across a large team isn’t always obvious.

AI-powered ABM software can analyze data and provide real-time tips on which clients to focus on next.

Harness AI Sales Assistant’s machine learning capabilities to phase out manual processes and suggest the best next steps for each rep.

Learn more about AI Sales Assistant.

Create a superpowered ABM tool

Managing a large tech stack with multiple dashboards can make executing a cohesive strategy challenging.

ABM software that integrates with your other favorite tools enables you to create smoother workflows with fewer resources.

For example, by integrating intent data apps with Pipedrive, you can track critical prospects and act quickly on triggered events (e.g., when an account hires for a new key role).

Learn more about Pipedrive’s Marketplace.

Scale up or down as you evolve

There are plenty of ABM tools on the market. However, plan pricing often increases significantly as you grow and many tools become weighed down with features you don’t need.

Agile software lets you add and remove features to a robust base tool with powerful essential features, so you only pay for what you need when you need it.

Pipedrive’s flexible pricing allows you to tailor your ABM strategy to your company’s needs and revenue team’s budget.

Learn more about Pipedrive’s pricing plans.

Over 500+ integrations

Expand the capabilities of Pipedrive with hundreds of apps and integrations

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How Pipedrive helped Nirmal Web Studio increase sales by 50% in a year

Nirmal Web Studio’s team used to spend too much time searching for leads on LinkedIn and across the web without any qualification process.

Since implementing Pipedrive and its integrations, Nirmal Web Studio feeds prospects through highly specific segments and has boosted daily outreach emails from 20 to 250.

“Pipedrive is the best tool I’ve ever found! From email tracking to workflow automations and game-changing integrations, Pipedrive has plenty of features that help us go beyond our sales targets.”

Read the case study

ABM software FAQs

ABM stands for account-based marketing. It’s a strategy where companies target best-fit prospects with tailored messages.

Other B2B sales and marketing efforts (e.g., demand generation and ad campaigns) aim to increase brand awareness for a broader audience.

ABM involves multi-channel marketing tools and sales strategies like:
- Creating personalized, inbound landing pages to address each target account’s specific needs
- Hosting targeted webinars with valuable insights and solutions that are directly relevant to each key prospect
- Leveraging a centralized sales and marketing hub to streamline communication and ensure a cohesive strategy
- Engaging decision-makers through account-level outreach and content (e.g., sending case studies) to build stronger connections
- Using sales intelligence and predictive analytics tools to get deeper insights into account behavior and forecast future opportunities
ABM also emphasizes tracking and analyzing marketing campaign metrics to improve engagement and shorten sales cycles for high-value accounts.
The best ABM software depends on your goals, company size, industry and budget.

For example, some of the most popular cloud-based ABM tools include customer relationship management tools like:
Researching and signing up for free trials and plans will help you ensure your chosen tool fits your needs before you commit.
Ideal customer profiles (ICPs) are data-driven representations of your most valuable customers.

B2B marketing and sales teams create ICPs to better sell your product to similar people and companies.

Your sales reps can build ICP templates using data such as:
- Company size
- Industry
- Location
- Job titles
- Pain points
- Preferences
In ABM, these ICPs help dictate your lead generation efforts (the right accounts your company should target) and relevant content to send to them.
In account-based marketing platforms, you prioritize your sales and marketing efforts by assigning prospects and leads to one of three tiers (this is where your ICPs come in handy).
- Tier 1 is your highest priority and most valuable accounts
- Tier 2 accounts may offer significant opportunities, but the potential return is slightly lower
- Tier 3 accounts have less immediate value but are still worth pursuing
You can set up your CRM software to segment tier 1, 2 and 3 accounts and prioritize activities to connect with them at scale.

Used by over 100,000 companies in 179 countries

In the forecast view, we look at what deals are due to close this month, next month just to make sure everyone is really honest about what they should be working on.

Carolyn PearsonFounder, Maiden Voyage

One of the favorite features within Pipedrive is the email integration. It pulls all of the clients details in, so that we don’t have to think about it.

Erin and DrewFounders, Pro Arts

As a business owner, my favorite feature in Pipedrive is the statistics and being able to look at the dashboard and use those metrics to help each individual on the team.

Lisa CoyleCEO, 360 Payments