# Marketing

## [10 Best Account Based Marketing Tools for 2026](/content/10-best-account-based-marketing-tools/index.html)

Account-based marketing tools have gotten better at execution but are not easier to run at scale. Multi-channel ABM campaigns still require real coordination between sales and marketing, and the tools in this category exist to make that coordination less painful, whether that means better targeting, better personalization, or better reporting on what’s actually working.

Two things are worth knowing before you evaluate anything on this list. First, this category has consolidated meaningfully in the last few years, and it’s worth knowing which tools are now part of larger platforms. Second, ABM’s underlying data problem has a new dimension: as more marketing and sales tools add AI features on top of account and contact data, that data has to be genuinely accurate to avoid amplifying existing gaps.

### What is ABM?
Account-based marketing flips the traditional funnel. Instead of casting a wide net and qualifying leads down to a smaller set, marketing and sales work together from the start to:
- Identify high-value accounts that fit ICP criteria
- Engage them with personalized content
- Find and map the actual decision-makers involved
- Move them toward closure together
- Stay engaged post-sale to capture expansion opportunities

ABM isn’t one-and-done selling. It’s built around customer lifetime value, which is also why the data behind it has to stay accurate well past the initial close.

### 10 ABM Tools for 2026
1. **6sense Revenue AI**: Predictive account intelligence and journey orchestration.
2. **HubSpot Marketing Hub**: Omnichannel personalization for HubSpot-native teams.
3. **Demandbase**: Account-based experience across three integrated modules.
4. **Terminus (now part of DemandScience)**: Multi-channel ABM with native email-signature marketing.
5. **RollWorks**: ABM built around paid ad execution.
6. **Foundry Intent (formerly Triblio)**: Intent data and web personalization bundled with Foundry media.
7. **Vainu**: Sales intelligence and account data for list building.
8. **Apollo.io**: Prospecting, engagement, and ABM in one platform.
9. **Uberflip**: Content personalization and distribution for ABM.
10. **Alyce by Sendoso**: AI-personalized corporate gifting for account engagement.

### Overview of the 10 Best ABM Tools
- **6sense Revenue AI**: Helps marketing teams identify high-value accounts and engage them effectively.
- **HubSpot Marketing Hub**: Offers powerful personalization tools for hyper-targeted messaging.
- **Demandbase**: Provides account-level insights and supports multiple ad formats.
- **Terminus**: Utilizes multi-channel support with a built-in B2B CDP.
- **AdRoll ABM**: Focuses on targeting recommendations and mapping decision-makers.
- **Foundry Intent**: Strong fit for enterprise tech and IT vendors.
- **Vainu**: Builds targeted contact lists from its global company database.
- **Apollo.io**: Combines various marketing strategies into one platform.

## [Diversifying GTM with Buying Groups, ABM, & Operational Excellence](/content/diversifying-gtm-with-buying-groups/index.html)

### Executive Summary
Maria Thibodaux, VP of Marketing Strategy & Operations at Solarwinds, outlines how the company is modernizing B2B marketing. The MQL remains useful as part of a diversified system that includes ABX and buying-group engagement.

### Key Points at a Glance
- **MQLs evolve, not vanish**: They serve as demand capture while other strategies drive depth.
- **Portfolio GTM**: Balance always-on digital efforts with targeted ABX and in-person events.
- **Brand + demand balance**: Protect brand investment to maintain top-of-mind awareness.
- **Data storytelling over dashboards**: Use connected data to explain outcomes credibly.
- **Pragmatic AI**: Start with impactful efficiency before expanding to automation.
- **Tight sales–marketing loop**: Marketing remains engaged post-launch to ensure results.

### Introduction
Marketing leaders are redefining success metrics. For Maria, integrating legacy metrics like MQLs into a broader revenue ecosystem is vital.

### From Corporate Communications to Data-Driven Marketing Leadership
Maria’s career began in financial services and led her to SolarWinds, where she oversees marketing operations focusing on efficiency, budget management, and strategic planning.

### The MQL Isn’t Dead
At SolarWinds, MQLs are treated as a mechanism for ongoing demand capture, functioning alongside layered strategies for deeper engagement.

### Diversifying the GTM Playbook
The company’s in-person events drive customer engagement, complementing inside sales efforts and strengthening brand presence.

### Capturing Buying Groups Beyond the Click
Understanding internal dynamics helps SolarWinds engage various stakeholders in the buying process.

### ABM and ABX: Same Concept, Smarter Tools
While the concept of ABM remains the same, the supporting tools have evolved, leading to smarter engagement strategies.

### Buyer Fatigue and Brand Building
To combat buyer fatigue, SolarWinds focuses on balancing brand marketing with digital demand capture, ensuring consistent presence across channels.

### Tech Stack Evolution
The team is evolving their tech stack to support efficiency, automation, and interoperability, relying on AI-driven optimization.