[GTM glossary](/glossary.md) Account-based marketing software

ABM

# Account-based marketing software

In short

Account-based marketing software is a category of tools that help teams run ABM programs. They typically support building target account lists, tracking engagement at the account level, delivering ads or content, and reporting on account progress.

It is a set of capabilities, not a single product. Some teams buy one platform that covers many functions; others combine separate tools for data, advertising, orchestration, and analytics around their CRM.

## Core capabilities

* **Account identification:** Matching website visitors, leads, and activity to companies, and building target lists from fit criteria.
* **Data and enrichment:** Company, contact, and technology details used to select and understand accounts.
* **Intent and engagement tracking:** Showing which accounts are researching or interacting, rolled up to account level.
* **Advertising and personalization:** Showing targeted ads or website content to people at chosen accounts.
* **Orchestration:** Triggering sales tasks and campaign steps based on account activity.
* **Reporting:** Measuring engagement, pipeline, and revenue by account.

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## How to choose

### 1. Start with the process

Define your ABM model, account list size, and who will use the tool. Software should follow the program, not lead it.

### 2. List must-have capabilities

Decide which functions you need now, such as account scoring or ad delivery, and which can wait.

### 3. Check integrations

Confirm it works with your CRM and marketing automation, since account data must flow both ways.

### 4. Test data quality

Run a sample of your own accounts and verify coverage and accuracy.

### 5. Plan adoption

Consider who will set it up, maintain it, and act on its output.

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## Example

Say a team of two marketers runs a 100-account program. They need a way to see which accounts visit the site, a way to run ads to the committee, and a view that tells sales which accounts are heating up. They write those three needs down first and judge tools against them, instead of comparing long feature lists.

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## Common mistakes

* **Buying before defining the program:** Tools without a target list, process, and owners go unused.
* **Choosing on features alone:** Unused features cost money. Match to the actual workflow.
* **Ignoring data coverage:** If the tool cannot identify your accounts and contacts, its reports will be thin.
* **No sales involvement:** If reps never see the output, it does not change outreach.

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## Account-based marketing software FAQs

**What is account-based marketing software?**

Account-based marketing software is a category of tools that help B2B teams run ABM programs. Typical functions include building target account lists, tracking account-level engagement, delivering targeted ads or content, orchestrating sales and marketing actions, and reporting results.

**What features should ABM software have?**

Common features include account identification, company and contact data, intent and engagement tracking, advertising or personalization, orchestration of tasks and campaigns, CRM integration, and account-level reporting. Which ones matter most depends on your program size and process.

**Do you need software to do ABM?**

Not always. Small programs can start with a CRM, a spreadsheet of target accounts, and manual outreach. Software becomes useful as the list grows and you need to track engagement and coordinate actions at scale.

**How do you choose ABM software?**

Define your ABM model and process first, list the capabilities you need now, check CRM integration, test coverage with a sample of your own accounts, and confirm who will operate the tool and act on its output.

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## More related phrases

* [ABM campaign](/glossary/abm-campaign.md)
* [Account-based experience](/glossary/account-based-experience.md)
* [Marketing qualified account](/glossary/marketing-qualified-account.md)

## Similar phrases

* [ABM platform (ABM)](/glossary/abm-platform.md)  
An ABM platform is software that helps teams pick target accounts, run account-level campaigns, coordinate sales and marketing, and measure results by account.
* [ABM orchestration (ABM)](/glossary/abm-orchestration.md)  
ABM orchestration coordinates timing, channels, and ownership across marketing and sales so each target account gets the right touch at the right moment.
* [ABM strategy (ABM)](/glossary/abm-strategy.md)  
An ABM strategy is the plan for which accounts to pursue, who to reach inside them, what to say, and how sales and marketing will work together to win them.
* [Account-based marketing (ABM)](/glossary/account-based-marketing.md)  
Account-based marketing (ABM) is a B2B strategy that focuses marketing and sales effort on a defined set of target accounts, with personalized campaigns instead of broad lead generation.
* [Account intelligence](/glossary/account-intelligence.md)  
Account intelligence is the ongoing collection and analysis of data about target companies, including their structure, needs, and activity, so teams can prioritize and engage them well.