Scaling ABM requires the right technology stack. We've evaluated eight essential tools including HubSpot, ZoomInfo, Gong, and Mutiny that help B2B teams identify prospects, personalize outreach, and convert accounts. RB2B leads for real-time visitor intelligence.
Scaling account-based marketing successfully comes down to having the right technology foundation. While strategy matters, execution depends on tools that can identify high-interest prospects, automate personalization, and integrate seamlessly with your existing workflows. The most successful ABM teams aren't necessarily the ones with the biggest budgets—they're the ones using platforms that amplify their efforts without adding complexity.
We've evaluated eight tools that are helping B2B teams scale effectively in 2025. Each addresses a specific part of the ABM process, from visitor identification to deal acceleration, giving revenue teams the infrastructure they need to grow predictably.
Account-based marketing works brilliantly at a small scale, but most teams hit roadblocks when they try to grow. Here's what typically breaks:
Scaling ABM doesn’t mean doing more of the same. It means adjusting your entire go-to-market engine (data, people, tools, content) for scale. Here’s how.
Before you scale anything, get your revenue teams on the same page. Scaling misaligned efforts just amplifies the chaos.
Answer these questions together:
This isn't a one-time meeting. Create shared definitions, joint dashboards, and clear SLAs for response times. Marketing needs to understand what sales considers a hot lead. Sales needs to know the strategy behind each campaign.
You can't treat every account like your biggest prospect. Smart tiering lets you personalize where it matters most while keeping operations manageable.
Tier 1 (High-Value Targets): Big budgets, high lifetime value. Give them custom web experiences, tailored content, direct mail, and dedicated sales coverage.
Tier 2 (Strong ICP Fit): Worth pursuing with moderate investment. Use industry-specific content, programmatic ads, and SDR outreach.
Tier 3 (Long-Term Opportunities): Low-value or speculative accounts. Reach them through scalable tactics like newsletters, webinars, and automated sequences.
This approach preserves high-touch personalization for your best opportunities while ensuring you don't burn out your team on low-probability accounts.
Scaling ABM with messy data is like building furniture without instructions—you'll waste time and get frustrated. Clean, centralized data is non-negotiable.
Focus on these essentials:
When your data tells a cohesive story, your ABM campaigns become more effective. Skip this step, and scaling becomes impossible.
You've worked hard to attract the right leads. Don't lose them in the transition from marketing to sales.
Automate these key processes:
Forget writing 500 custom emails or hand-code 100 landing pages. Build personalization infrastructure instead.
Use tools that automatically:
Think of personalization as a rules-based system, not a series of one-offs. If it requires manual work for each account, it's a bottleneck, not a solution.
B2B purchases involve multiple stakeholders. Scaling ABM means creating content for everyone who influences the decision.
Build assets for each role:
Don't let deals stall because someone on the buying team couldn't find the information they needed. Give your champions the tools to sell internally.
Anecdotal feedback doesn't work when you're running dozens of campaigns. Use conversation intelligence to understand what's actually resonating.
Track these insights:
The better your feedback loop, the faster you can refine messaging, offers, and sequences. At scale, this compound improvement becomes your competitive advantage.
Surface metrics like impressions and form fills won't tell you if ABM is working. Focus on what actually matters:
Here are 7 tools that will revolutionize how you scale your account-based marketing, making it more efficient for your team.
RB2B is designed to solve one of the biggest challenges in account-based marketing: anonymous website traffic. By embedding a lightweight pixel in a site’s header, the platform identifies 70–80% of visitors, uncovering both person- and company-level details. This includes names, job titles, email addresses, LinkedIn profiles, and even the specific pages viewed.
The insights are delivered in real time so sales teams can act on high-interest prospects while they are still engaged. RB2B GDPR compliant and enhances company-level identification worldwide through its Demandbase partnership. While basic LinkedIn profile alerts to Slack are free forever, premium plans unlock deeper features such as CRM integrations and higher data volumes.
HubSpot is one of the most popular choices for teams that want to bring ABM and CRM under one roof. Instead of juggling multiple platforms, you get account targeting, lead nurturing, and sales pipeline management all in a single ecosystem. For companies already running inbound campaigns, HubSpot makes it easier to layer ABM strategies on top of them.
When it comes to ABM, LinkedIn Ads remains a top pick for reaching the right decision-makers at the right companies. Access to professional data you can’t get anywhere else lets you zero in on job titles, industries, company size, and even specific accounts.
Mutiny is a no-code, AI-driven personalization platform that helps B2B teams turn anonymous website visitors into pipelines. It uses account data and real-time signals to tailor headlines, CTAs, and pages for each visitor—whether by industry, company size, or account list. The result is a more relevant buyer experience that improves conversion rates across the funnel.
As a conversation intelligence platform, Gong records, transcribes, and analyzes sales calls to surface insights that can directly impact ABM effectiveness. It reveals which messages resonate, where deals stall, and how representatives can enhance outreach and follow-ups. For teams scaling ABM, this means more effective feedback loops and brilliant sales execution.
Converting high-intent leads is only half the battle—the real challenge is getting them into meetings without losing momentum. Chili Piper eliminates scheduling friction by letting prospects instantly book time with the right rep, skipping back-and-forth emails. With smart lead routing and seamless CRM integrations, it ensures qualified buyers connect with sales quickly, keeping deals moving forward.
ZoomInfo is one of the most widely used platforms for sales and marketing teams that need rich account data at scale. It stands out with a massive contact database, coupled with firmographic, technographic, and B2B intent signals. For companies looking to expand their reach, this means they can create ABM programs that target ideal customer profiles with high precision.
Drift brings a conversational approach to ABM by using AI chatbots and live messaging to engage leads the moment they land on your site. It personalizes interactions with account data, qualifies leads in real time, and can route or schedule meetings instantly—helping sales teams prioritize buyers who are ready to talk.
Choosing the right ABM tool depends on your team’s size, budget, and level of ABM maturity. Large enterprises with deep resources often favour data-rich platforms like ZoomInfo, while growth-stage companies get more value from lightweight solutions like Chili Piper or Mutiny. Smaller teams, on the other hand, risk overspending on platforms packed with features they’ll never use.
No tool can replace strategy. ABM only works when sales and marketing stay aligned and consistent. The best platform should support your process, not dictate it. For B2B teams looking for a balance of cost, accuracy, and real-time impact, RB2B stands out. With person- and company-level visitor identification, instant alerts, and seamless CRM integrations, it equips sales teams with the insights they need to build a predictable pipeline of sales-ready leads.
Book a demo with RB2B today to see how it can transform your ABM.
Alert your reps, start automated outreach, and add to lead score in under five minutes.
