GTM AI Index
Index › Marketing › September 2026 Edition

Account-based marketing platforms

Asked as “account-based marketing platform”, and as “ABM platform”, on behalf of a mid-market B2B company. 55 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.
Standing
AdRoll ABM
Clear leader
56% of first choices, clear leader.
ShowinginAll 73 categories →

By buyer segment

The same question asked on behalf of a different buyer. Each standing is computed within its segment; they sit side by side and are never added together.
Small businessHubSpot ABM21%ContestedStanding →Mid-marketAdRoll ABM56%Clear leaderThis pageEnterpriseDemandbase47%Clear leaderStanding →

01The standing

Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all twelve models, for a mid-market B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrant
01AdRoll ABM56%6%67endorsed leader
02HubSpot ABM5%0%28accepted challenger
03Terminus5%21%34accepted challenger
04ZenABM5%0%11accepted challenger
05Apollo.io4%13%15accepted challenger
06Demandbase4%42%60criticized challenger
076sense4%45%51criticized challenger
08Factors.ai2%0%11accepted challenger
09ZoomInfo2%50%12criticized challenger
Show the two products at 0%, ordered by negative rate
11Mutiny0%10%10accepted challenger
10Influ20%0%11accepted challenger
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its vendor page.
Head to head
AdRoll ABM vs HubSpot ABMAdRoll ABM vs TerminusHubSpot ABM vs Terminus

One product takes 56% of first choices here, so the chart would put ten markers in one corner and one at the far edge. The two measurements it plots are columns in the standing above: share, and the negative label rate. Three products carry a negative rate above 25% in this category. Jump to the standing

02What they warned about

Seven of twelve models held their first choice under the paraphrase. Claude Haiku 4.5, GPT-5.4 mini, Mistral Small, Llama 4 Maverick and GLM 4.7 FlashX changed. A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
Demandbase
42%
25 of 60 labels negative · 11 of 12 models · 6 hard negative
“What to Avoid for Mid-Sized Companies: Demandbase & 6sense - Enterprise pricing ($60K-$300K/year) typically too high” Mistral Small, paraphrase prompt
6sense
45%
23 of 51 labels negative · 11 of 12 models · 5 hard negative
“### **6Sense** - **Opaque Intent Scores** ... **Black Box Approach** ... **Long Implementation**: 6+ month implementations common” GLM 4.7 FlashX, negative prompt
ZoomInfo
50%
6 of 12 labels negative · 6 of 12 models · 3 hard negative
“here are the account-based marketing platforms you should be cautious about or avoid: ## Platforms with Major Issues ### **ZoomInfo**” GLM 4.7 FlashX, negative prompt
Terminus
21%
7 of 34 labels negative · 6 of 12 models · 1 hard negative
“some ABM platforms to avoid or be cautious about include: 1. Terminus - Merged with DemandScience in November 2024” Llama 4 Maverick, negative prompt

03What they cite

Citations exist only for the models that return a source list: four of the twelve in this edition, and all six flagship models on the expanded tier.

Sites the answers cite

22 of 72 answers in this category came back with a source list, from 4 of 12 models: citations where the model returns them, or the search results it consulted. 6 of those lists are Google grounding redirects that name no site and are left out of the counts. 186 links across 69 sites, every framing counted. Ranked by the number of answers carrying the site or page. The other 8 models searched through a gateway that returned no source list on this edition.

gartner.com
vendor site · Gartner11 answers · 11 citations · 3 models
demandbase.com
vendor site · Demandbase9 answers · 9 citations · 3 models
pipeline.zoominfo.com
vendor site · ZoomInfo7 answers · 8 citations · 2 models
cleverly.co
6 answers · 6 citations · 2 models
g2.com
6 answers · 6 citations · 3 models
marketbetter.ai
vendor site · MarketBetter6 answers · 6 citations · 2 models
tofuhq.com
6 answers · 6 citations · 2 models
ziellab.com
6 answers · 6 citations · 2 models
abmatic.ai
5 answers · 12 citations · 2 models
saashero.net
5 answers · 9 citations · 2 models
hginsights.com
vendor site · HG Insights5 answers · 5 citations · 2 models
salesmotion.io
vendor site · Salesmotion5 answers · 5 citations · 1 model

Pages the answers cite

The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.

gartner.com/reviews/market/account-based-marketing-platforms
10 answers · 3 models
demandbase.com/blog/account-based-marketing-solutions
7 answers · 2 models
cleverly.co/blog/account-based-marketing-tools
6 answers · 2 models
marketbetter.ai/blog/best-account-based-marketing-tools-2026
6 answers · 2 models
tofuhq.com/post/the-10-best-account-based-marketing-tools-of-2026
6 answers · 2 models
ziellab.com/post/top-12-account-based-marketing-platforms-for-b2b-sales-tea…
6 answers · 2 models
thecmo.com/tools/best-account-based-marketing-software
5 answers · 2 models
guideflow.com/blog/best-account-based-marketing-software-tools
4 answers · 1 model
nrich.io/blog/top-account-based-marketing-software-based-on-your-needs
4 answers · 1 model
saashero.net/strategy/best-abm-platforms-b2b-saas
4 answers · 2 models

04How they answered

Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
ModelDirect“What is the best account-based marketing platform for a mid-market B2B company?”Paraphrase“Which ABM platform would you recommend to a mid-sized B2B company?”Comparative“What are the top account-based marketing platforms and how do they differ?”Budget-constrained“What is the best account-based marketing platform for a company with a limited budget?”Scale-constrained“We are a 500 person company evaluating an account-based marketing platform. What should we look at?”Negative“Which account-based marketing platforms should I avoid or be cautious about?”
Claude Haiku 4.5AdRoll ABM, ZoomInfo
One alternative6sense
AdRoll ABMChanged
Two alternativesHubSpot ABM, ZoomInfo
6sense, Demandbase
Four alternativesAdRoll ABM, Terminus, Tofu, ZoomInfo
LeadPost
Five alternativesAdRoll, AdRoll ABM, Apollo.io, Factors.ai, HubSpot ABM
no first choiceagainst: 6sense, AdRoll ABM, Demandbase, ZoomInfo
GPT-5.4 mini6sense
Two alternativesAdRoll ABM, Demandbase
AdRoll ABMChanged
Two alternatives6sense, Demandbase
6sense
Three alternativesABX by DemandScience, AdRoll ABM, Demandbase
AdRoll ABM, HubSpot Marketing Hubagainst: 6sense, Demandbaseno first choicenothing named
Gemini 3.5 FlashAdRoll ABM
Three alternatives6sense, Abmatic AI, HubSpot ABM
AdRoll ABMHeld
Five alternativesClay, Factors.ai, HubSpot ABM, LinkedIn Campaign Manager, ZoomInfo
against: 6sense, Demandbase6sense Revenue AI, Demandbase
Three alternativesAdRoll ABM, Factors.ai, Influ2
AdRoll ABM
Five alternativesApollo.io, Factors.ai, HubSpot Marketing Hub, Koala, LinkedIn Campaign Manager
against: 6sense, Demandbase, TerminusAdRoll ABM, Factors.ai
Two alternativesCommon Room, Warmly
against: 6sense, Demandbaseagainst: 6sense, AdRoll ABM, Demandbase, Terminus, ZoomInfo MarketingOS
Perplexity SonarAdRoll ABM
Two alternatives6sense, Demandbase
AdRoll ABMHeld
Two alternatives6sense, Demandbase
against: Abmatic AI, HubSpot Native ABM6sense, Demandbase
Four alternativesAdRoll ABM, HubSpot ABM, Terminus / ABX by DemandScience, ZoomInfo Marketing OS
AdRoll ABM, HubSpot ABM
Three alternativesApollo.io, RB2B, ZenABM
no first choiceagainst: 6sense, Demandbase, Terminus / ABX by DemandScience
Grok 4.1 FastAdRoll ABM
Three alternativesDemandbase, HubSpot Marketing Hub, Terminus
against: 6senseAdRoll ABMHeld
Three alternativesHubSpot ABM, Terminus, ZenABM
against: 6sense, Demandbase6sense, Demandbase
Four alternativesAdRoll ABM, HubSpot Marketing Hub ABM, Terminus, ZoomInfo Marketing
against: Bombora, MutinyApollo.io
Four alternativesDealfront, HubSpot Marketing/Sales Hub, MarketBetter, ZenABM
against: 6sense, AdRoll ABM, DemandbaseAdRoll ABM, HubSpot ABM
Three alternatives6sense, Demandbase, ZoomInfo Marketing
against: 6sense, Demandbase, Terminus, ZoomInfo
Mistral SmallAdRoll ABM
Four alternativesFactors.ai, HockeyStack, HubSpot Native ABM, Terminus
against: 6sense, DemandbaseHubSpot Marketing HubChanged
Two alternativesAdRoll ABM, Terminus
against: 6sense, Demandbase6sense, Demandbase
Five alternativesAdRoll ABM, HubSpot ABM, Terminus, ZenABM, ZoomInfo Marketing OS
AdRoll ABM, N.Rich
Six alternativesApollo.io, Factors.ai, HubSpot ABM, RB2B, Salesmotion, ZenABM
no first choice
Two alternativesAdRoll ABM, HubSpot ABM
against: Adobe Marketo Engage, Apollo.io, Datanyze, Dealfront, Demandbase, ZoomInfo
DeepSeek V4 FlashAdRoll ABM, Terminus
One alternativeHubSpot ABM
against: 6sense, DemandbaseAdRoll ABM, TerminusHeld
One alternativeHubSpot ABM
against: 6sense, Demandbase6sense, Demandbase
Three alternativesAdRoll ABM, HubSpot ABM, Terminus
ZenABM
Four alternativesAdRoll ABM, Apollo.io, N.Rich, RB2B
against: 6sense, Demandbase, Metadata.iono first choiceagainst: 6sense, Adobe Marketo Engage, Bombora, Datanyze, Dealfront, Demandbase, HubSpot Breeze Intelligence, StackAdapt, Terminus, ZoomInfo
Llama 4 MaverickAdRoll ABM
Four alternatives6sense Revenue AI, Demandbase, Metaflow AI, ZoomInfo MarketingOS
MarketBetterChanged
Four alternatives6sense Revenue AI, Abmatic AI, AdRoll ABM, Demandbase
no first choiceAdRoll ABM
Two alternativesApollo.io, Sales Navigator Core
6sense, AdRoll ABM, Demandbaseagainst: Common Room, Terminus
Qwen 3.7 FlashAdRoll ABM
Three alternatives6sense, Demandbase, Terminus
AdRoll ABMHeld
Two alternativesHubSpot ABM, Terminus
against: Demandbase6sense, Demandbase
Five alternativesAdRoll ABM, Common Room, HubSpot ABM, Terminus, ZenABM
Apollo.io, ZenABM
Three alternativesAdRoll ABM, HubSpot ABM, RB2B
against: 6sense, Demandbase, Drift, Madison LogicDemandbase
Three alternativesAdRoll ABM, Terminus, ZoomInfo Marketing
against: Adobe Experience Cloud, Apollo.io, Dropoff, HubSpot Breeze Intelligence, IBM OpenPages, Ion, Oracle Eloqua, Outreach, Salesloft
Kimi K2AdRoll ABM
Three alternatives6sense, DemandScience, HubSpot Marketing Hub
against: DemandbaseAdRoll ABMHeld
Two alternativesHubSpot Marketing Hub, Terminus
against: 6sense, Demandbase6sense, Demandbase
Three alternativesAdRoll ABM, HubSpot + Clearbit/Breeze Intelligence, ZoomInfo Marketing OS
AdRoll ABM, ZenABM
Two alternativesFactors.ai, HubSpot ABM
against: 6sense, DemandbaseAdRoll ABM, Terminusagainst: 6sense, Datanyze, Dealfront, Demandbase, Terminus, ZoomInfo
GLM 4.7 FlashXAdRoll ABM, HubSpot ABM
Two alternatives6sense Revenue AI, Demandbase
AdRoll ABMChanged
Three alternativesAbmatic AI, HubSpot ABM, Terminus
6sense, Demandbase
Two alternativesAdRoll ABM, ZoomInfo Marketing
HubSpot Marketing Hub
Two alternativesDealfront, HubSpot CRM
no first choiceagainst: 6sense, Demandbase, ZoomInfo
MiniMax M2.5AdRoll ABM
Three alternatives6sense Revenue AI, Demandbase, Terminus
AdRoll ABMHeld
Three alternativesDemandbase, HubSpot ABM, Terminus
no first choice
Nine alternatives6sense, AdRoll ABM, Demandbase, Folloze, HubSpot ABM, HubSpot Breeze Intelligence, Mutiny, Terminus, ZoomInfo Marketing
LinkedIn Sales Navigator
Three alternativesAdRoll ABM, Apollo.io, HubSpot Marketing Hub
no first choiceagainst: 6sense, AdRoll ABM, Common Room, Demandbase, StackAdapt, Terminus
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against

05The record

One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency. Full answer text is in the free responses file. Download the record
Seventy-two rows: every prompt, every model, every answer.
PromptModelVersion stringTime (UTC)SearchedSourcesLatency
Direct recommendationClaude Haiku 4.5claude-haiku-4-5-202510012026-09-14 23:32yes99 s
Direct recommendationGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 23:20yes37 s
Direct recommendationGemini 3.5 Flashgemini-3.5-flash2026-09-14 23:42yes1426 s
Direct recommendationPerplexity Sonarsonar2026-09-15 00:19yes204 s
Direct recommendationGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-14 23:14yes07 s
Direct recommendationMistral Smallmistral/mistral-small via mistral2026-09-15 01:27yes08 s
Direct recommendationDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 02:13yes032 s
Direct recommendationLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 01:21yes02 s
Direct recommendationQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 03:27yes022 s
Direct recommendationKimi K2moonshotai/kimi-k2 via novita2026-09-15 02:44yes039 s
Direct recommendationGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 02:43yes092 s
Direct recommendationMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:49yes014 s
ParaphraseClaude Haiku 4.5claude-haiku-4-5-202510012026-09-14 23:33yes148 s
ParaphraseGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 03:40yes25 s
ParaphraseGemini 3.5 Flashgemini-3.5-flash2026-09-15 02:20yes821 s
ParaphrasePerplexity Sonarsonar2026-09-15 04:54yes204 s
ParaphraseGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-14 23:46yes06 s
ParaphraseMistral Smallmistral/mistral-small via mistral2026-09-14 23:33yes07 s
ParaphraseDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-14 23:36yes013 s
ParaphraseLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 03:47yes02 s
ParaphraseQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-14 23:07yes035 s
ParaphraseKimi K2moonshotai/kimi-k2 via novita2026-09-14 22:54yes022 s
ParaphraseGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 01:09yes025 s
ParaphraseMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 00:55yes015 s
ComparativeClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 02:09yes89 s
ComparativeGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 05:03yes312 s
ComparativeGemini 3.5 Flashgemini-3.5-flash2026-09-15 00:15yes1526 s
ComparativePerplexity Sonarsonar2026-09-15 00:26yes2010 s
ComparativeGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 04:29yes06 s
ComparativeMistral Smallmistral/mistral-small via mistral2026-09-14 23:29yes08 s
ComparativeDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 00:47yes036 s
ComparativeLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 00:48yes01 s
ComparativeQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 01:00yes028 s
ComparativeKimi K2moonshotai/kimi-k2 via novita2026-09-14 22:59yes023 s
ComparativeGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 01:00yes050 s
ComparativeMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:15yes015 s
Budget constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 01:16yes88 s
Budget constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 23:09yes25 s
Budget constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 00:44yes916 s
Budget constrainedPerplexity Sonarsonar2026-09-15 01:51yes205 s
Budget constrainedGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 03:28yes08 s
Budget constrainedMistral Smallmistral/mistral-small via mistral2026-09-14 23:06yes08 s
Budget constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 02:10yes014 s
Budget constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 04:24yes02 s
Budget constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 04:17yes039 s
Budget constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 00:09yes033 s
Budget constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 05:06yes052 s
Budget constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 04:50yes017 s
Scale constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 03:04no06 s
Scale constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 22:58no010 s
Scale constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 02:55yes1324 s
Scale constrainedPerplexity Sonarsonar2026-09-14 23:07yes209 s
Scale constrainedGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 01:36yes07 s
Scale constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 00:46yes013 s
Scale constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 01:03yes019 s
Scale constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 01:36yes02 s
Scale constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-14 22:55yes033 s
Scale constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 04:02yes057 s
Scale constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 04:41yes056 s
Scale constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-14 23:14yes016 s
Negative framingClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 01:05yes1310 s
Negative framingGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 03:05yes45 s
Negative framingGemini 3.5 Flashgemini-3.5-flash2026-09-15 03:19yes1923 s
Negative framingPerplexity Sonarsonar2026-09-15 00:48yes2011 s
Negative framingGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 01:22yes09 s
Negative framingMistral Smallmistral/mistral-small via mistral2026-09-15 02:43yes09 s
Negative framingDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 04:09yes024 s
Negative framingLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 04:53yes02 s
Negative framingQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-14 23:34no042 s
Negative framingKimi K2moonshotai/kimi-k2 via novita2026-09-15 04:31yes049 s
Negative framingGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 03:35yes019 s
Negative framingMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 04:20yes023 s

Normalization in this category

Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.

Category-scoped readings
HubSpot read as HubSpot ABM
HubSpot (Enterprise add-on) read as HubSpot ABM
HubSpot (Marketing Hub) read as HubSpot ABM
HubSpot (Marketing/Sales Hub) read as HubSpot ABM
Unresolved, counted raw
6pack
6sense Free Tier
ABX by DemandScience (formerly Terminus)
Adobe Experience Cloud
Dropoff
Engagio
HubSpot + Clearbit/Breeze Intelligence
HubSpot Marketing Hub ABM
IBM OpenPages
Sales Navigator Core
Terminus / ABX by DemandScience
Discontinued, still offered
No shut-down product was recommended here.

Also in marketing

The other categories of this function, with the leader in each.
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