If you’re in B2B marketing, you’ve probably heard that “account-based marketing” (ABM) is the secret sauce for driving revenue. Platforms like Terminus, Demandbase, 6sense, and others promise to make your ABM dreams come true. But sorting through the noise and figuring out which one actually fits your team (and budget) is a headache. This guide is for anyone who’s tired of vague demos and wants practical, no-nonsense advice on how to compare these platforms and make a smart call.
Step 1: Get Clear on Why You Want an ABM/GTM Platform
Before you even look at vendor websites, stop and ask: What’s actually broken in your process? Don’t buy a platform just because your competitors have one or because it’s the shiny thing at the annual marketing conference.
- Are you struggling to focus sales and marketing on the same target accounts?
- Is your data scattered, dirty, or out of date?
- Do you need better ways to engage accounts across channels?
- Are you just trying to prove that marketing drives pipeline, not just leads?
Write down your top 2-3 challenges. If you can’t name them, you’re not ready to shop yet. (Really.)
Step 2: Make a Short List—And Ignore the Hype
There are a lot of platforms that say they “do ABM.” Here are the most common options you’ll hear about:
- Terminus
- Demandbase
- 6sense
- RollWorks
- Madison Logic
- Triblio
Every one of these claims they’re “complete” or “all-in-one.” Spoiler: None of them are perfect for everyone, and each one has gaps. Don’t fall for the “magic quadrant” talk—focus on what they actually do well.
Pro Tip: If a platform can't show you real customer case studies that look like your business (size, industry, team setup), be skeptical.
Step 3: Nail Down the Features That Actually Matter
Here’s the stuff vendors will pitch you. Here’s what’s usually important—and what’s often just fluff.
The Must-Haves for Real ABM
- Account Identification & Targeting
- Can you build and update lists of target accounts easily?
- Do they offer intent data (signals that accounts are in-market)?
- How accurate and fresh is this data, really?
- Account Engagement Channels
- Email? Display ads? LinkedIn? Retargeting? Chat? Direct mail?
- Can you actually orchestrate multi-channel campaigns without a PhD?
- Measurement & Attribution
- Can you connect marketing actions to pipeline and revenue?
- Is reporting straightforward, or does it require an analyst?
- Integration with Your CRM & Martech
- Does it play nice with Salesforce, HubSpot, Marketo, Outreach, etc.?
- How much of the “integration” is just data export/import?
The Nice-to-Haves (But Not a Dealbreaker)
- AI-powered recommendations (sometimes useful, sometimes just a buzzword)
- Personalization tools (if your team actually has the content to use them)
- Pre-built dashboards (helpful, but most teams customize anyway)
The Fluff (Usually Overhyped)
- “Predictive” anything, unless you see real lift in a trial
- Fancy UI animations, dashboards that look impressive but don’t help you act
- “One-click” anything—there’s always setup and learning involved
Step 4: Dig Into the Differences—Terminus vs. The Rest
Let’s get real about where Terminus stands out, and where it doesn’t.
Where Terminus Shines
- Strong on Multi-Channel Engagement: Terminus is solid if you want to run ads, email, chat, and web personalization from one place. Their chat and email signature tools are actually practical, not just for show.
- Integration with Salesforce and HubSpot: If your stack is built on these, integration is fairly painless. You’ll get account data where sales actually works.
- “Account Hub” View: Their account dashboards pull in activity from sales and marketing, so everyone sees what’s happening.
Where Terminus Falls Short
- Intent Data Isn’t Best-in-Class: It’s good, but competitors like 6sense often have deeper intent signals (and a higher price).
- Reporting Can Be Clunky: If you need deep, custom attribution, you might outgrow the native reports.
- Not the Cheapest: Pricing is mid-to-high, and you’ll want a decent budget to get the most out of it.
How Others Compare
- 6sense: More advanced on AI and intent, but can be overkill (and expensive) for smaller teams. Steeper learning curve.
- Demandbase: Broad feature set and good intent data, but sometimes feels cobbled together from acquisitions.
- RollWorks: Cheaper, simpler—great if you’re just getting started, but fewer bells and whistles.
- Madison Logic, Triblio: Focus more on content syndication and media buying. Niche fits.
Bottom Line: The best fit depends on your use case, budget, and how mature your ABM program is. Don’t assume the “biggest” platform is better.
Step 5: Put Vendors to the Test—Don’t Settle for a Demo
Every platform looks great in a polished sales demo. Here’s how to actually test them:
- Run a Pilot: Ask for a paid (or unpaid) pilot on a slice of your target accounts. See what data and engagement you get in reality.
- Test Integrations: Connect it to your CRM and marketing stack. Look for data sync delays, missing fields, or broken workflows.
- Check Support: Submit a few real questions to their support team. How fast and helpful are they? You’ll need them later.
- Talk to References: Insist on speaking with customers who aren’t handpicked by the vendor. Ask what didn’t work.
Pro Tip: Set clear goals for your pilot (e.g., “We want to see 20% higher engagement on target accounts in 60 days”). Don’t just “explore.”
Step 6: Budget Honestly—Factor in More Than License Costs
Vendors love to quote you the “annual license.” That’s not the whole story. Watch out for:
- Implementation Fees: Onboarding can cost thousands (or eat up weeks of your team’s time).
- Integration Services: Need help connecting to your stack? There’s often an extra charge.
- Data Costs: Some charge more for extra data, contact lookups, or intent signals.
- People Time: You’ll need at least one person (often more) to run and optimize the platform.
If you’re tight on budget or staff, consider starting smaller and scaling up.
Step 7: Measure What Matters—And Ignore Vanity Metrics
Once you pick a platform, resist the urge to obsess over dashboards full of “engagement” numbers that don’t move revenue. Focus on:
- Number of target accounts showing real engagement (not just clicks)
- Pipeline created from marketing-influenced accounts
- Deal velocity or win rates for targeted vs. non-targeted accounts
If a platform can’t help you track these, or if you find yourself drowning in vanity stats, rethink your setup.
Pro Tip: Review your metrics monthly with both sales and marketing. If no one can explain what moved, your ABM isn’t working.
Step 8: Keep It Simple—Iterate, Don’t Over-Engineer
It’s tempting to try every “advanced” feature out of the gate. Don’t. Most teams get more value by doing a few things well:
- Get your target account list right.
- Run focused campaigns to those accounts, across 1-2 channels.
- Meet with sales regularly to review what’s working.
- Adjust tactics based on real outcomes—not just what the platform says is “best practice.”
You can always get fancier later.
In the end, comparing Terminus and other ABM/GTM platforms isn’t about ticking every box—it’s about solving your specific problems without getting lost in the noise. Start small, measure what matters, and don’t let the tech dictate your strategy. That’s how you actually get results.