Updated Oct 20, 2023: All the Demandbase alternatives have been revised to reflect the up-to-date information.
Account-based marketing (ABM) has revolutionized the approach to B2B sales. Using ABM, sales and marketing teams combine their efforts to focus on the same potential buyers proactively. For example, launching marketing campaigns using the insights from initial sales conversations.
To integrate ABM principles into your business, you need to bring together sales prospecting, outreach, personal connections, drip campaigns, and more. The best way to do that is to use a comprehensive ABM platform like Demandbase.
Demandbase is an enterprise-level ABM solution for unifying sales and marketing teams. It uses first- and third-party data and behavioral signals to create actionable insights that lead toward greater conversions.
However, Demandbase might not be the right fit for every company. That’s why it’s important to consider a few Demandbase alternatives before choosing an ABM platform for your needs.
Tip: Augment your ABM strategy with buyer intent by using Lift AI. You’ll be able to automatically qualify all website visitors, even anonymous ones, and connect them directly to your sales team.
Why Seek Alternatives to Demandbase?
Demandbase is one of the largest and most popular ABM solutions on the market today. Why then would you look for an alternative?
There are a few reasons:
- Budget constraints
- Scope of the problem
- Complexity
- Data privacy
- Customization needs
Since Demandbase is targeted and prices for enterprise users, it might be over the budget for small and mid-sized teams looking to leverage ABM features.
Demandbase is a comprehensive ABM solution solving not only the misalignment between sales and marketing teams but dozens of other issues in the buyer journey (e.g. orchestration), which might be more than what companies that use other tools for those problems need.
Being an enterprise app, Demandbase is not that intuitive or simple to use. Reaching full adoption across your company might be a slow learning curve and require additional training courses.
As Demandbase handles a lot of first- and third-party data, it might not align with your own or your country’s data privacy policies.
Finally, Demandbase is a one-in-all solution that covers all industries and can’t be changed to fit your specific needs outside of built-in customizations.
All these things might make Demandbase the wrong choice for your company. So which ABM solution should you choose?
Highlighting the Best Demandbase Alternatives
We’ve shortlisted five tools that can replace Demandbase as a whole or its certain popular features:
- Triblio
- RollWorks
- Madison Logic
- 6sense
- Lift AI
1. Triblio: A Multi-Channel Customer Experience
While Triblio is similar to Demandbase in many ways, it feels more streamlined and focused on its goal — uncovering new opportunities and creating campaigns that target those opportunities across the buyer journey.
Triblio gathers its in-market intent data with the help of human-verified signals and contact-level information. Besides that, it augments results with third-party data from a variety of external sources.
When it comes to orchestration, Triblio makes creating complex ABM campaigns easy with a drag-and-drop editor that has logic and step-by-step sequences built-in.
Key features:
- Drag-and-drop ABM orchestration editor
- Clear reporting metrics for campaigns
- Smart Score functionality for identifying promising opportunities
- Ad campaigns that reach whole buying groups, not just individual leads
- Retargeting campaigns and website personalization
2. RollWorks: Cross-Channel Campaigns for Finding Customers
If you’re primarily looking for a faster way to increase your sales pipeline, RollWorks might be a great Demandbase alternative.
RollWorks helps you focus on the right accounts at the right time by offering an intuitive three-step ABM process:
- Identify target accounts for sales and marketing teams
- Engage key people and develop customer relationships
- Measure the efficacy of your marketing campaigns
Plus, RollWorks integrates with the most popular CRM and marketing automation platforms, such as HubSpot, Marketo, and Salesforce.
All this makes RollWorks a good choice for businesses that don’t need the complexity of Demandbase or Triblio.
Key features;
- 18 million verified B2B companies in the database
- Account scoring on deals that are likely to close
- 182 million verified contacts
- Comprehensive analytics, from ad campaigns to website visits
- Up to 98% of visitors can be reached later with retargeting
3. Madison Logic: An ABM Platform for Faster Conversions
Madison Logic helps businesses identify and prioritize accounts that matter most. Its ABM strategy rests on three pillars: content syndication, display advertising, and social advertising.
In content syndication, Madison Logic finds in-market accounts that are researching similar solutions and talking to competitors.
In display advertising, you can use the ABM platform to drive consideration by showing up for target accounts throughout their buyer journey.
In social advertising, you can leverage LinkedIn to maximize exposure to potential customers who are most likely to buy.
Overall, Madison Logic is tailored for actionable multi-channel ABM strategy and fast scaling.
Key features:
- 20 million target accounts in 130 countries
- 150 industries and 8,000 intent categories
- 245 million monthly interactions
- Minimized social media spending with unified multi-channel activation
- Double the sales conversion rate as a result, on average
4. 6sense: ABM-Led Sales & Marketing Automation
Another large ABX platform is 6sense. We’ve covered the differences between 6sense and Demandbase in detail before.
The goal of 6sense is to uncover all the hidden buyer behavior and in-market accounts across every channel, including those who might be in your funnel, so that your sales and marketing teams can target them with ease and be more effective with less time spent.
Using 6sense is a three-stage process (Capture, Target, Boost):
- Capture works with your CRM to leverage any customer relationships and find opportunities during the buyer journey
- Target helps personalize engagement for better sales results
- Boost integrates into your sales stack and uses AI to bring intelligence to the tools you use every day
Key features:
- Dynamic AI-based journeys based on real-time buying behavior
- 120% improvement in revenue generation based on timing predictions
- CRM integration for first- and third-party data analysis
- Identifying the most important contact within an account to engage
- Turning intent signals into actionable insights
5. Lift AI: Buyer Intent for All Potential Customers
While the ABX tools mentioned above have great customer satisfaction scores and are used by global companies and digital agencies, they are missing the key aspect of today’s sales — real-time buyer intent. This is the part of sales qualification where Lift AI stands above the rest.
Lift AI is an intelligence layer that enriches your sales and marketing stack with accurate and immediate buyer intent data. Lift AI’s insights are based on a unique machine-learning model trained on billions of data points and over 14 million live sales interactions.
The way Lift AI works is by integrating with sales tools and platforms (e.g. the ones mentioned above or online chat) and identifying visitors with the highest buyer intent (around 9% of traffic) with 85% accuracy.
When integrated with chat, Lift AI automatically segments high-intent visitors and connects them to your BDRs, while delegating medium- and low-intent visitors to a nurturing bot or a self-help guide.
Key features:
- Unique buyer intent detection in real time
- Works with any sales, marketing automation, or chat tools (e.g. Drift)
- Interprets both first- and third-party data
- Has no effect on cookie settings or security measures for privacy
- Doesn’t require any special training or coding skills to install
Guidelines for Selecting the Ideal Demandbase Alternative
With five Demandbase alternatives covered above, how do you know which one you should choose?
First, think of your business needs, goals, and budget. You can see that certain Demandbase alternatives might offer features you’ll never need, or not offer enough. Some tools are made to solve specific problems (e.g. getting the most accurate buyer intent information) that might or might not align with your goals. Larger Demandbase alternatives might also cost too much for your budget.
At the same time, think about how every tool handles data that you need, where it gets third-party data from for enrichment, and how it integrates with other solutions in your sales and marketing stack.
As a result, the best Demandbase alternative will be different for every company.
ABM and Real-Time Buyer Intent
When you’re using ABM tools to find and target specific companies with ads, they will eventually land on your website. How do you make sure you don’t miss out on interacting with them in those key moments?
When integrating Lift AI with your favorite online chat tool, you get real-time buyer intent scanning and segmentation, reaching out to leads with the highest buyer intent just at the right time.
Lift AI customers have reported chat conversions increases of up to 10 times within 90 days. For example, PointClickCare grew its conversions by 400%, attributing over $1M of extra revenue to their Lift AI integration. Another Lift AI customer, Formstack, increased its conversions by 420%.
Regardless of the ABM platform you choose, integrating it with the real-time buyer intent solution like Lift AI will help you do more of what you want with less effort.
