Report:

Magic Quadrant for Account-Based Marketing Platforms

Top Vendor Products for Account-Based Marketing Platforms in 2025

• 6sense
• Demandbase
• ZoomInfo

Account-Based Marketing Platforms Vendor Product Comparisons 2025

• 6sense - Leader
  

  Pros:

  • Company growth: 6sense has continued to grow over the past year, showing strong performance for both absolute revenue and customer growth. Fueling this growth is 6sense's strong recognition in the market, as indicated by Gartner's site search analytics and inquiry volume.
  • Sales strategy: 6sense's direct sales strategy aligns its internal sales team and expertise with the buyer's company size and industry, allowing customers to receive guidance and solutions tailored to their specific needs. For buyers purchasing via partners, 6sense offers a partner ecosystem, including trained and certified agencies, system integrators, private equity firms helping their portfolio companies to scale and strategic independent software vendors (ISVs).
  • Audience management: Earlier this year, 6sense released its Intelligent Workflows feature, offering a drag-and-drop canvas for lead-to-account matching, automated enrichment of its customers' first-party data, dynamic segment and audience creation and multichannel activation.

  Cons:

  • Vertical strategy: 6sense has a higher portion of its customer base within the technology industry than other vendors evaluated in this research. Because the platform's capabilities are not built toward specific industry needs, marketers seeking industry-specific support for use cases beyond the technology vertical should evaluate 6sense's capabilities and roadmap to ensure fit.
  • Customer experience: Some Gartner Peer Insights reviewers note that platform complexity, integration issues and data accuracy are challenges they faced with 6sense. Buyers should plan for thorough onboarding in partnership with 6sense customer success teams, allocate time for configuration and ensure the availability of internal technical resources to address these concerns.
  • Advanced options for measurement and analytics: While 6sense allows ABM teams to customize reports, it does not offer full customization of all account journey stages or advanced features like generative AI (GenAI)-powered report filtering and analysis. Buyers with specific reporting needs should evaluate if the platform meets their requirements.


• Demandbase - Leader
  

  Pros:

  • Audience management and buying groups: Demandbase provides extensive segmentation options for grouping data objects such as accounts, people, opportunities or activities that share common characteristics. In addition, native support for buying groups enables marketers to identify, target and analyze specific sets of decision makers and influencers who make purchase decisions.
  • Vision and product strategy: Demandbase's vision of providing a B2B go-to-market (GTM) system to accelerate a quality pipeline is matched by its forward-looking product strategy. This strategy centers on differentiated capabilities such as Agentbase, a connected system of AI agents to streamline and automate GTM workflows.
  • Customer success: Reviewers on Gartner Peer Insights report positive customer experiences, citing achievement of business outcomes. This can be attributed to Demandbase's success teams, which are composed of customer success managers, technical onboarding managers, strategy consultants and advertising account directors (if applicable), as well as a supporting team of global support agents and technical account managers.

  Cons:

  • Onboarding and implementation time: The average time required for customers to onboard and implement the platform is higher than the average reported by other vendors. Buyers should evaluate if the timelines and resources needed to fully implement and customize the Demandbase platform meet their requirements.
  • Pricing: The platform's average sales price (ASP) is higher than the average across the vendors evaluated. Buyers should evaluate that the value offered by Demandbase matches their expectations for customer experience and business outcomes, such as pipeline lift and ROI.
  • Geographic presence: Relative to other vendors in this research, Demandbase has a higher concentration of customers and lower number of sales employees who are based outside of North America. Buyers should evaluate whether Demandbase can support their regional teams located in APAC and LATAM countries.


• Expandi Group - Niche Player
  

  Pros:

  • Sales strategy: Jabmo's specialized field sales team is segmented by industry and company size, and the vendor has strategic partnerships with ABM consultants and B2B agencies. This expertise helps customers with specialized audience or program requirements to assess the platform and align tailored solutions with their specific business requirements.
  • Intent data from multiple sources: Third-party intent data is sourced from multiple channels, including bidstream, its B2B Stars network and social media activity, supporting customers in targeting accounts. Intent data accuracy is enhanced by custom propensity models, dual-layer validation and predictive weighting based on historical marketing and sales outcomes.
  • Pricing and packaging: Expandi Group offers the Jabmo platform at a lower average price point relative to other vendors in this research, with modular pricing for flexibility. This pricing and packaging structure is well suited to support its midmarket company focus.

  Cons:

  • Product differentiation: Jabmo lacks clear differentiation in core ABM capabilities such as campaign management for display advertising, multichannel journey orchestration and account measurement and analytics relative to other vendors evaluated in this research. Buyers should evaluate if these capabilities are sufficient to meet their requirements.
  • Marketing automation integration: Jabmo is the only platform evaluated in this research that lacks a direct integration to any B2B marketing automation platform. This may limit marketers' ability to automatically send audiences to marketing automation tools and activate email channels for orchestrating personalized nurture journeys.
  • Market responsiveness: Expandi Group has recently introduced features such as B2B Stars integration and credit rating data enrichment to support account selection. However, recent releases and roadmap items lack market-leading innovation — particularly in areas like AI-driven audience and campaign management — compared to other vendors in this research. Buyers should evaluate if their evolving needs will be addressed by Jabmo's product plans.


• Madison Logic - Visionary
  

  Pros:

  • Paid media capabilities: Madison Logic's expanded paid media capabilities, which includes audio ads, content syndication, connected TV, video and native display advertising and social ads with LinkedIn, enables marketers to reach target audiences across multiple formats.
  • Customer experience: Customers receive onboarding services via a dedicated client experience manager and campaign manager. ABM growth strategists, reporting specialists, programmatic experts and technical support personnel provide ongoing service and support without requiring additional fees.
  • Pricing model: Based on a minimum media spend investment, customers receive access to the platform without any incremental costs per seat. This model provides simplified licensing to marketers who seek to engage audiences via paid media channels.

  Cons:

  • Indirect sales strategy: Relative to other vendors who have partners for distribution and sales, Madison Logic only offers a direct sales channel. Buyers who prefer to purchase a solution from a local partner may need to evaluate alternate platforms.
  • Value assessment: Madison Logic does not provide a self-service value assessment tool to help buyers estimate the potential business outcomes and ROI of their solution. Buyers will need to work directly with the Madison Logic sales team to develop a business case for investment.
  • Account measurement and analytics: Relative to other vendors evaluated, Madison Logic lacks configuration options in its platform for account engagement scoring and customer journey analytics. Buyers should determine if additional customization can be provided by the managed services team at Madison Logic.


• N.Rich - Niche Player
  

  Pros:

  • Product release cadence: N.Rich has a weekly cadence for product releases that include feature rollouts, UI/UX improvements, back-end performance upgrades and integration enhancements, as well as early-stage deployment of capabilities in staging for customer testing. This cadence allows for a rapid response to changing customer needs and feedback.
  • Data privacy options: Based in Europe, N.Rich focuses on General Data Protection Regulation compliance requirements. It provides regional data centers in the EU and U.S. with multiple site centers per region, allowing customers to select the most relevant data centers and maintain data sovereignty.
  • AI-powered ad creation: N.Rich offers Aurora AI, an AI ad assistant to help create advertising copy for ABM campaigns while adhering to industry-specific regulatory standards. Aurora AI allows marketers to create industry-, persona- or product-specific content at scale while delivering unified messaging for long- or short-form content.

  Cons:

  • Marketing strategy: Relative to other vendors in this research, N.Rich's marketing strategy lacks thought leadership and persona-based programs. This could lead to low market awareness, creating an obstacle for marketers as they seek buy-in from colleagues when purchasing the platform.
  • Implementation partners: N.Rich has a limited network of service partners for the implementation of its platform. Marketers should be prepared to work directly with N.Rich's customer success team if their preferred implementation partners aren't available.
  • Sales alerts and insights: N.Rich users remain limited to sending weekly email alerts to sales representatives surfacing priority accounts and past engagement. Furthermore, the platform does not offer a portal for sales users, and no guidance or specific recommendations are made.


• NextRoll - Niche Player
  

  Pros:

  • Indirect channel strategy: About 130 agency partners across North America, EMEA, APAC and LATAM support prospects and customers with sales and services, and AdRoll ABM is a HubSpot Certified app. This partner network provides marketers with multiple support and implementation options before and after purchase of the platform.
  • Multilingual user experience: Beyond English, the UX offers six languages, and intent keywords can be entered in over 50 languages. Users can specify a preferred language without affecting the language for other teammates under the same accounts, which may help in adoption across globally dispersed teams.
  • Account analytics dashboard: The AdRoll ABM Command Center is a dashboard that combines account fit, intent and engagement insights. The dashboard also identifies accounts in a specific journey stage and provides guidance to marketers on recommended preset actions, such as CRM syncing, sales and marketing activity and advertising campaigns.

  Cons:

  • Vertical strategy: Relative to other vendors in this research, AdRoll ABM has a limited focus on addressing the needs of specific industries, such as vertical-specific product features. Marketers in verticals such as financial services or healthcare should evaluate whether the precision of intent data and product features are sufficiently tailored to their needs.
  • Sales alerts and insights: The platform's sales alerts offer less configurability and delivery options than other vendors in this research. Furthermore, sales insights focus on identifying contacts for outreach and sales engagement activities but do not indicate a specific recommended next best action.
  • Market awareness: AdRoll ABM has lower awareness in the ABM platforms market relative to other vendors evaluated, based on the vendor's social media following and web traffic analysis. Marketers may need to expend additional effort to secure buy-in from internal stakeholders unfamiliar with the platform.


• Propensity - Challenger
  

  Pros:

  • Easy path to value assessment: Propensity offers a free trial, an initial 90-day customer agreement and a lower average price point relative to other vendors in this research. This combination allows buyers to evaluate and prove fit between their requirements and the platform without a long-term commitment.
  • Rapid and consistent release cadence: Propensity delivers product updates as often as daily, while maintaining a weekly release schedule. This rapid release cadence allows customers to benefit from immediate access to the latest innovations.
  • AI-powered campaign management: Propensity's ABM Coach feature uses AI to analyze a customer's website and generate recommendations for prebuilt audiences, playbooks and messaging. This allows marketers to gain speed in creating and executing campaigns.

  Cons:

  • Geographic strategy and operations: Propensity's sales and support operations and GTM strategy are primarily North-America-focused. While the platform is used by customers in other regions, organizations requiring multiregion support should validate that Propensity can meet their needs.
  • Third-party intent signal scoring: Propensity's intent signal strength is determined by overall recency and frequency of engagement for intent topics, with additional signals for competitor research. However, the platform does not factor engagement volume within specific accounts or the correlation between intent topics and created or won opportunities when gauging signal strength.
  • Limited brand awareness: Propensity's brand recognition remains modest compared to leading vendors in this Magic Quadrant, as reflected in its relatively low social media following. Thought leadership efforts are primarily limited to website blog posts, with minimal event activity and press coverage.


• ZoomInfo - Leader
  

  Pros:

  • Innovation: ZoomInfo demonstrates a robust product roadmap for the upcoming year, with a focus on AI-agent-enabled capabilities and multichannel orchestration. Planned AI agents are intended for both marketing and sales users across integrated campaigns.
  • Brand awareness: ZoomInfo possesses high brand awareness across its product portfolio, as evidenced by social media followers, analysis of search trends and its customer base of 35,000 companies across products. This may help marketers who are evaluating the platform and seeking internal buy-in from sales leaders who are already familiar with the ZoomInfo brand.
  • Integrations: The ZoomInfo Marketing product offers a broad range of integrations beyond standard options, including third-party ad networks, direct mail and gifting platforms, email and calendar applications and content and conversational marketing applications. This comprehensive set of integrations provides marketers with a unified view of account activity and data.

  Cons:

  • Partner support across regions: Relative to other vendors in the market, ZoomInfo has limited reseller and support presence in the EMEA and APAC regions. This will require marketers from these regions looking to evaluate and purchase ZoomInfo Marketing to work directly with the vendor versus their preferred local partner.
  • Total cost: Some core features require licensing of ZoomInfo's Copilot and GTM Studio in addition to ZoomInfo Marketing, putting the total cost above the mean value reported for the average deal size of ABM software across the vendors evaluated. Buyers should carefully assess which products and modules are needed to understand the total cost of their investment.
  • Account measurement analytics: ZoomInfo Marketing provides limited customization options for account journey analytics relative to other vendors in the market. Furthermore, report and dashboard layout customization is limited to filtering for time, campaigns and channels.

Reference

• Gartner, Magic Quadrant for Account-Based Marketing Platforms, 6 November 2025, ID G00824480

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