Account-based marketing technology (ABM) is frequently used by B2B SaaS websites to identify unknown users or enrich data on existing customers. The former method identifies anonymous website visitors via IP addresses or browsing trends to identify website behavior, gauge product interest and measure content consumption. This data can be filtered by specific target companies (usually target enterprise companies) and verticals such as company size, revenue and industry.
On the other hand, existing customer data can also be enriched by ABM tools that add key data such as user job title or account/company level details such as marketing spend in a CRM tool such as Salesforce. Often, this data is used to score leads based on an ideal customer profile (ICP) to prioritize specific leads in the sales funnel.
Historically, Demandbase used to be the leader in account-based marketing technologies but newer vendors such as Clearbit and 6sense have since entered the space and differentiated themselves better via built-in product integrations / APIs or complex customer segmenting, respectively.
Disclaimer: The below data highlights key marketing technology (Martech) from 50 B2B SaaS websites through Q1, 2025. Technology vendors are determined based on implementation on publicly available website pages, code libraries referenced and third-party website resource calls.
6sense's leading market share is no surprise considering they pair best with traditional paid search marketing efforts and ad retargeting. 6sense is also especially well represented in the enterprise market, as the ABM tool of choice for enterprise companies such as Veracode, Brightcove and MongoDB.
Interestingly, the majority of B2B websites (53%) run two or more ABM tools alongside one another, likely to match a larger portion of their overall anonymous website traffic.
Demandbase's was a surprise - they used to be THE leader in account-based marketing technology, but it appears they have lost significant market share to 6sense and ZoomInfo, likely due to price.
To improve and enrich existing customer data, I would recommend 6sense or ZoomInfo (or depending on your goals/budget - both). 6sense is an industry leader and offer the best UI to manage many complex user segments, especially when it comes to integrating your own first party data. ZoomInfo on the other hand tends to have higher match rates for more granular and actionable individual customer data such as user roles. ZoomInfo also offers the ability to “proof-of-concept” their database quality as part of their sales process, by taking a sample of user data (ie. a list of emails) and performing a lookup to validate the breadth and quality of their platform.
For anonymous website traffic matching and user segmenting/retargeting tools I would recommend Clearbit, as it offers the most scalable traffic lookup pricing while still having competitive anonymous user identification match rates (between 30% - 50% of all traffic). I would not recommend Demandbase as their pricing does not scale well and in my experience, they have not significantly improved their product, match rates or database quality over the past years.