Best Account-Based Advertising Platforms for B2B
Generic display advertising wastes money on unqualified viewers. Account-based advertising targets your ads directly to decision-makers at your target accounts across LinkedIn, Google, and other channels.
This guide compares account-based advertising platforms that integrate with your ABM strategy.
Top Account-Based Advertising Platforms
- Terminus - Purpose-built ABM advertising with multi-channel orchestration
- 6sense - AI-driven account targeting with advertising automation
- Demandbase - Account intelligence plus advertising coordination
- LinkedIn Campaign Manager - Native ABM advertising on LinkedIn with company targeting
- RollWorks - Account-based campaigns with paid media integration
- Bombora - Intent-driven account targeting for B2B advertising
- Metadata - Privacy-first account-based advertising
Account-Based Advertising Channels
LinkedIn: - Most effective B2B advertising channel - Company targeting, role-based targeting, account-based campaigns - Best for thought leadership, case studies, webinars, demos
Google Ads: - Account targeting via customer match lists - Search ads for high-intent keywords from target accounts - Display ads targeting decision-makers
Website Retargeting: - Show ads to target account visitors across the web - Different creative for different engagement levels - Measure account engagement and website return visits
Email + Direct Mail: - Personalized video ads in email - Coordinated with account-based ad campaigns - High engagement and brand impact
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See the demo →Platform Comparison: Advertising Features
| Platform | Multi-Channel | AI Optimization | Cost | ||
|---|---|---|---|---|---|
| Terminus | Best | Good | Excellent | Good | 40-120K |
| 6sense | Good | Good | Good | Best | 50-150K |
| Demandbase | Good | Good | Excellent | Good | 50-150K |
| LinkedIn CM | Best | No | LinkedIn only | Fair | Flexible |
For more context, learn about account-based marketing.
For more context, learn about account-based marketing. | RollWorks | Excellent | Excellent | Excellent | Good | 50-150K | | Bombora | Fair | Good | Good | Good | Custom | | Metadata | Good | Good | Good | Good | Custom |
Learn more about What is Account Based Marketing.
Learn more about ABM Strategy Guide.
Account-Based Advertising Strategy
Phase 1: Define Account List (Week 1-2) - Identify 20-50 target accounts - Research decision-makers and org structure - Set up account segments by buying stage
Phase 2: Create Advertising Creative (Week 3-4) - Design account-specific ads or messaging variants - Create account-level landing pages - Develop follow-up sequences
Phase 3: Launch Campaigns (Week 5+) - Launch LinkedIn campaigns targeting account companies and roles - Set up Google advertising for high-intent keywords - Coordinate email and direct mail outreach - Monitor engagement and conversion metrics
Discover more in our guide on intent data. Discover more in our guide on intent data.
Measuring Account-Based Advertising ROI
- Account engagement: % of target accounts with ad interactions
- Cost per target account engaged: Total ad spend / # of accounts touched
- Pipeline contribution: Revenue influenced by account-based advertising
- Sales efficiency: Reduced sales cycle, increased deal size from ABA campaigns
FAQ
Q: How much should we spend on account-based advertising? A: Start with $5-10K/month for 20-50 target accounts. Scale based on engagement and pipeline contribution. Most B2B companies spend $30-100K monthly on ABM advertising.
Q: Which channel is most effective for account-based advertising? A: LinkedIn is most effective for B2B ABM. Google Ads and display retargeting are valuable supplements. Email and direct mail add impact at smaller account list sizes.
Q: How long does account-based advertising take to show results? A: 60-90 days to establish baseline engagement patterns. Most account-based advertising shows impact on pipeline in 3-6 months, revenue in 6-12 months.
Ready to run account-based advertising? Book a demo with Abmatic AI to see how account-based personalization amplifies your advertising impact.
