70% of prospects now research anonymously online. Traditional marketing methods aren’t enough anymore. Account-Based Marketing (ABM) is the solution, offering 40% larger deal sizes and 30-40% ROI, compared to just 10-15% with older strategies.
To succeed in 2025, enterprises need a connected ABM tech stack with these 6 core tools:
- Intent Data & Account Intelligence: Find accounts researching your industry early.
- ABM Platforms: Centralize targeting, engagement, and analytics.
- Data Enrichment: Keep account data accurate and actionable.
- Personalization Tools: Deliver tailored content that resonates.
- Advertising Solutions: Focus ad spend on key decision-makers.
- Analytics Platforms: Track account-level metrics like engagement and deal progress.
Top tools like Bombora, 6sense, ZoomInfo, and Demandbase lead the way with AI, seamless integration, and measurable ROI. Building a stack isn’t just about picking tools – it’s about aligning sales and marketing for better results. Aligned teams grow revenue 24% faster.
Stay ahead by choosing tools that integrate well, scale with your business, and deliver real-time insights. ABM isn’t optional anymore – it’s a must for enterprise growth in 2025.
The ABM tech stack shakedown | ABM Under the Hood with Jack Rawlings & Josh Weale | Episode 7
6 Core Components of an Enterprise ABM Tech Stack
Building an effective ABM tech stack is all about creating a connected system that aligns data, technology, and strategy. This alignment is essential for identifying, engaging, and converting enterprise accounts. Each tool in the stack plays a key role in making this happen.
At the heart of a successful ABM approach is shifting focus from individual leads to accounts. This requires seamless integration between marketing and sales tools for accurate reporting, forecasting, and daily operations. As Liam Doyle, SVP of Product Management at Salesforce, emphasizes:
"If you don’t have marketing and sales aligned and using the same set of data, then you’re not really doing ABM."
– Liam Doyle, SVP of Product Management, Salesforce
Here’s a breakdown of the six essential components that form the backbone of an enterprise ABM tech stack:
Intent Data & Account Intelligence
Intent data platforms help pinpoint early buying signals, showing which accounts are actively researching solutions in your industry. These tools track digital behaviors – like content consumption and search trends – to identify potential buyers before they even reach out.
For enterprise ABM, these platforms must integrate with intent data sources, offer detailed firmographic insights, enable segmentation, and use predictive analytics. This allows your team to identify high-value accounts early in the buying process, giving you a competitive edge.
Advanced account intelligence tools go a step further. They monitor organizational changes, funding updates, tech adoption, and hiring patterns – valuable insights when dealing with enterprise accounts that often have complex decision-making processes and longer sales cycles.
ABM Platforms
An ABM platform acts as the command center for your campaigns. These tools bring together account identification, targeting, engagement, and analytics into one interface.
By centralizing these functions, ABM platforms eliminate the need to juggle multiple systems. They provide a comprehensive view of account activity, campaign performance, and team collaboration. For enterprise teams managing hundreds of accounts, this centralization ensures no details slip through the cracks.
These platforms also support account-based orchestration, automating personalized sequences based on account activity. This kind of automation is crucial when scaling ABM efforts across large enterprise account lists.
Data Enrichment & Management
Accurate, up-to-date data is critical for ABM success. Data enrichment and management tools ensure your account and contact information is reliable and actionable. As one expert points out:
"Remember, the outputs of your data is only as good as the inputs. So you can’t rely on reports that use dirty data!"
These tools integrate with your CRM, marketing automation, and analytics systems, keeping data consistent throughout your tech stack. They automatically update and standardize contact information, which is especially important for enterprise accounts with multiple stakeholders and frequent personnel changes.
Managing data effectively helps your team stay informed about organizational updates and maintain accurate records, which is vital for navigating the complexities of enterprise sales.
Personalization & Engagement Tools
Personalization tools enable you to deliver tailored content and experiences to your target accounts across different channels. In fact, 86% of people involved in digital commerce prefer personalized communication from brands. For enterprise prospects, generic outreach simply won’t work.
These tools analyze account data, engagement history, and behavioral signals to craft content and messaging that resonates with specific stakeholders. Without the right account intelligence, however, personalization efforts can fall flat. As Kirsty Dawe from Really B2B explains:
"Personalization starts with data. If you don’t have all the insights, you won’t be able to personalize effectively."
Advertising & Retargeting Solutions
Targeted advertising amplifies your personalized outreach efforts. Account-based advertising platforms allow you to run campaigns aimed at specific companies and decision-makers. These tools coordinate campaigns across channels, ensuring consistent engagement.
For enterprise ABM, advertising needs to be precise. Instead of casting a wide net, focus your ad spend on key decision-makers within high-priority accounts. This approach ensures your budget delivers maximum impact where it matters most.
Analytics & Reporting Platforms
ABM-specific analytics platforms track critical metrics like account engagement, pipeline velocity, and deal size. These tools offer insights that help refine campaigns and make data-driven decisions.
Unlike traditional marketing, enterprise ABM focuses on account-level performance. You need visibility into how accounts are engaging, how buying committees are involved, and how deals are progressing. A unified tech stack makes it easier to track these metrics and understand which campaigns are driving the most value.
The best analytics platforms also support regular performance reviews, enabling teams to adjust their strategies based on real-time data. This ongoing optimization is essential for enterprise teams managing large ABM investments and expecting measurable returns.
To succeed with ABM, your tech stack must function as an integrated system. Each tool should seamlessly share data with the others, creating a smooth flow of information that drives tangible results.
Top Tools & Financial Performance Data
Now that we’ve explored the essential components of an enterprise ABM tech stack, let’s dive into some of the top tools in the space. These platforms not only excel in their respective categories but also provide financial and performance insights that can guide you in choosing the right solutions for your long-term ABM strategy.
Bombora
Bombora has carved out a niche as a leader in B2B intent data, thanks to its distinct data cooperative model. It tracks prospects’ digital behavior across more than 5,000 premium B2B websites, offering insights into which accounts are actively researching solutions in your industry.
What sets Bombora apart is its 70% exclusive dataset. With its Company Surge® data, you can pinpoint accounts showing heightened interest in specific topics, giving your sales and marketing teams an edge. Plus, Bombora integrates seamlessly with popular CRM and marketing automation platforms.
Case studies have shown Bombora’s ability to deliver ROI quickly. Some companies have reported measurable results within just 8 weeks of implementation, driven by its precise intent data.
6sense
6sense has firmly established itself as a powerhouse in AI-driven account engagement. In 2024, the company surpassed $200 million in Annual Recurring Revenue (ARR) and expanded its customer base by 30%. These achievements highlight its growing influence in the market.
The platform’s standout features include Revenue AI™ for Sales and Conversational Email tools, which help enterprise teams identify and engage high-value accounts effectively. Its financial success is underscored by its fourth consecutive appearance on the Inc. 5000 list. CEO Jason Zintak commented:
"Our fourth consecutive Inc. 5000 recognition reflects not just growth, but our deep-rooted commitment to helping our customers succeed in a challenging market".
For enterprises seeking a long-term partner, 6sense’s consistent growth and robust ARR signal a stable, evolving platform that prioritizes customer success.
ZoomInfo
As a publicly traded company (NASDAQ: ZI), ZoomInfo offers a level of financial transparency that private ABM vendors typically cannot. It’s a cornerstone for many B2B strategies, providing extensive business intelligence data.
ZoomInfo boasts one of the largest databases of business contacts and company information. By combining contact data, intent signals, and company intelligence in one platform, it simplifies the process of identifying decision-makers and monitoring account activity. Its public status allows buyers to review detailed financial reports, reinforcing confidence in its stability and longevity.
Demandbase
Demandbase is a comprehensive B2B platform for account-based go-to-market strategies. Its financial performance reflects its strong market position, with annual revenue surpassing $200 million in 2024. Demandbase One™ customers, who contribute about 80% of total revenue, saw double-digit year-over-year growth in annual recurring revenue. The company also improved its gross and net ARR retention rates while achieving record EBITDA levels, marking its second consecutive year of profitability.
CEO Gabe Rogol has emphasized the company’s focus on sustainable growth and profitability, building on its momentum into 2025. Recent innovations include features like Buying Groups as a core object, new sales workflows, and open platform functionality with import/export APIs.
Other Tools Worth Considering
In addition to the major players, several specialized tools can enhance your ABM strategy:
- Clearbit focuses on data enrichment, generating $41.6 million in annual revenue in 2025 with $17 million in total funding. Its precision makes it ideal for teams needing high-quality contact and company data.
- Terminus offers a robust ABM platform, excelling in account-based advertising and multi-channel orchestration.
- RollWorks provides similar capabilities, particularly appealing to mid-market companies scaling toward enterprise-level ABM.
- Drift specializes in conversational marketing, enabling real-time account engagement.
- Vidyard stands out in video personalization, an increasingly valuable tool for enterprise outreach.
The key takeaway? Success often comes from combining multiple specialized tools rather than relying on a single platform to handle every aspect of ABM. By integrating these tools with your existing systems and aligning them with your specific goals, you can create a more cohesive and effective ABM strategy. Each of these platforms adds a unique layer to the interconnected ABM engine, strengthening your overall approach.
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How to Build an Integrated ABM Tech Stack
Creating a successful ABM tech stack is about more than just picking the best individual tools. It’s about building a connected system that transforms how your marketing and sales teams work together. The difference between a random collection of tools and a fully integrated stack can determine the success – or failure – of your ABM strategy.
Connecting Your Platforms
The heart of any effective ABM tech stack is seamless CRM integration. Your CRM should act as the central hub where all account-related data, interactions, and insights come together. Every tool in your stack – whether it’s an intent data platform like Bombora or an engagement solution – needs to sync directly with your CRM.
Make your CRM the single source of truth for all account and contact data. While other tools can enhance and enrich this data, your CRM should remain the authoritative system. When adding new ABM tools, ensure they can sync campaigns, customer journeys, and activities back to your CRM for easy tracking.
Real-time data flow is essential. Integrated systems allow marketing and sales teams to work together more effectively, which can lead to faster revenue growth. In fact, aligned teams see 24% quicker revenue growth compared to teams working in silos. Whenever possible, use native integrations to ensure smooth data transfer.
Take Spotify as an example. In March 2023, Spotify used Mailchimp‘s Email Verification API to improve email deliverability. This integration not only solved their data issues but also generated an additional $2.3 million in revenue.
Once your systems are integrated, enterprise teams need to address challenges like scalability, user adoption, and cost management.
What Enterprise Teams Need to Consider
Enterprise-level ABM requires a different approach compared to mid-market implementations. Scalability and adaptability are critical – the tools you choose should grow with your business and adjust to shifting industry needs. Before adding any new technology, audit your current systems to identify gaps and ensure compatibility.
Ease of use is just as important as functionality. If your sales and marketing teams find the tools too complex, adoption will suffer, and your ROI could take a hit. Choose tools that are intuitive and user-friendly.
Integration is especially critical for enterprise teams. Each tool must connect smoothly with your existing systems without requiring extensive custom development. This ensures your ABM stack functions as a unified ecosystem, which is key to long-term success.
You also need to look at the total cost of ownership. This includes not just the price of the tools but also the costs for implementation, training, staffing, and potential future migrations. Vendor stability is another factor – switching tools midstream can be expensive and disruptive. Partner with companies that are likely to remain reliable over time.
Once your tools are integrated and enterprise-specific needs are addressed, the next step is aligning your teams to maximize ROI.
Getting Maximum ROI Through Team Alignment
Technology alone won’t guarantee ABM success – alignment between marketing and sales teams is what makes the difference. Both teams need to work together as a single unit, sharing the same ABM goals and using the same systems. By focusing on account-level objectives rather than individual lead metrics, you can ensure everyone is on the same page.
Companies with proper CRM integration in their ABM programs report a 15% increase in attributable revenue. Those with scalable ABM programs see even better results, with 78% achieving consistent year-over-year growth.
When building your stack, adopt tools gradually. Take the time to master one tool before adding another. Support this process with ongoing training and regular performance reviews to ensure your stack is delivering results.
Consistency across platforms is also vital. Everyone – whether it’s sales logging calls, marketing tracking campaigns, or customer success monitoring retention – should use the same account identifiers and attribution models. This prevents confusion and ensures accurate reporting.
The ultimate goal is to create a "growth system" that drives results, not just a support system for your teams. Companies that achieve this level of integration often see dramatic improvements, with some reporting up to 208% growth in marketing revenue.
Conclusion: Keeping Up with MarTech Changes in 2025
As your enterprise ABM tech stack continues to enable personalized engagement, the fast-changing MarTech landscape demands that you stay informed and adaptable. Since 2011, the number of marketing technology solutions has exploded, growing 100-fold to reach 15,384 in 2025 – a 9% increase from the previous year. For enterprise ABM teams, this rapid expansion brings both opportunities and challenges, making it clear that evolving your tech stack is no longer optional.
"The new normal in martech is tools, AI adoption and stack architecture all going through seismic shifts at the same time. If you’re not keeping up, you’re already behind."
- Frans Riemersma, Martech Researcher & Advisor
AI and modular architectures are at the forefront of these changes. AI is reshaping and, in some cases, replacing traditional stack architectures. Meanwhile, businesses are moving away from rigid, one-size-fits-all platforms in favor of modular setups that cater to their specific needs. Hyper-personalization is also accelerating – companies that tailor interactions report 40% higher revenue.
Your ABM tech stack isn’t a “set it and forget it” investment. The MarTech market, valued at an estimated $670 billion, is constantly evolving. Even established tools face disruption, with an 8.6% churn rate as 1,211 tools were either acquired or shut down. This constant innovation underscores the importance of regularly updating and optimizing your stack.
Data privacy regulations are also reshaping how ABM teams collect and use account intelligence. At the same time, no-code MarTech platforms are advancing, empowering marketing teams to create custom solutions without needing extensive technical expertise. Integration Platform as a Service (iPaaS) solutions are gaining traction as businesses look for ways to unify disconnected tools into seamless systems.
The companies making the biggest ABM impact in 2025 are the ones treating it as a strategic growth driver, not just another marketing tactic. They are leveraging AI-powered strategies, focusing on long-term customer relationships, and staying ahead through continuous innovation. With 76% of marketers reporting higher ROI from ABM compared to other strategies, the pressure to get your tech stack right has never been greater.
To thrive in this dynamic environment, your ABM tech stack must adapt to new challenges and opportunities. Regularly evaluate performance data, refine your strategies, and explore emerging tools and practices. With over 74% of marketers already integrating AI into their campaigns, prioritizing AI-driven solutions for account intelligence and personalization is essential.
As the MarTech landscape continues to evolve through 2025 and beyond, companies that embrace emerging technologies, maintain flexible architectures, and align their tools with evolving sales strategies will be best positioned to achieve the 60% higher success rates that effective ABM delivers.
FAQs
How can enterprises future-proof their ABM tech stack to adapt to evolving MarTech trends?
To keep your ABM tech stack ready for the future, focus on creating a system that’s both adaptable and modular. Look for tools that integrate effortlessly, allow smooth data sharing across platforms, and grow alongside your business. This way, your tech stack will stay relevant as new advancements and tools come into play.
It’s also important to regularly evaluate and fine-tune your tech stack to stay in sync with shifting market demands and customer needs. Keep an eye on performance metrics, explore emerging tools, and swap out outdated solutions when necessary. On top of that, prioritize ongoing training for your marketing teams so they can fully utilize the latest tools and strategies. A knowledgeable team is key to staying competitive in the fast-evolving MarTech world.
What should I consider when integrating ABM tools with my CRM to ensure smooth data flow?
To keep your data flowing smoothly when connecting ABM tools with your CRM, start by setting clear objectives. Make sure your marketing and sales teams are aligned on shared goals – this helps both sides collaborate effectively in managing accounts.
Prioritize real-time data sharing between the ABM tools and your CRM. This ensures updates are timely and insights are actionable. Automating workflows is another important step – it cuts down on manual data entry, reduces mistakes, and boosts overall efficiency. Finally, double-check that your ABM tools are fully compatible with your CRM to ensure everything runs without a hitch and you get the most out of both systems.
Why is it important for marketing and sales teams to align when implementing an ABM strategy?
Why Marketing and Sales Alignment Matters in ABM
For an Account-Based Marketing (ABM) strategy to truly succeed, marketing and sales need to be on the same page. When these two teams align, they can focus on shared goals and prioritize the same high-value accounts. This collaboration leads to better data sharing, sharper targeting, and a unified plan for engaging prospects. The result? Higher conversion rates and stronger relationships with customers.
Companies that achieve this alignment often experience tangible benefits, such as better sales win rates and happier customers. Beyond that, it creates a smoother experience for buyers, as both teams work together seamlessly throughout the buying process. This coordination not only enhances the customer journey but also drives better ROI and boosts revenue.
