Account-based marketing platforms
Asked as “account-based marketing platform”, and as “ABM platform”, on behalf of a mid-market B2B software company. 53 first choices recorded across the direct, paraphrase, budget and scale prompts, six models each.
Standing · first-choice share
53%
Clear leader
53AdRoll ABM11Apollo.io08Demandbase28others
53% of first choices, clear leader.
Since September 2026▼−4Since September 2026: 56% → 52%, −4 points. Inside the 12-point floor: within noise. Read over the models both editions asked.AdRoll ABM held the lead, −4 points on 56%, inside the 12-point floor.
The standing
Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all six models, for a mid-market B2B software company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrantSince September 2026
01
AdRoll ABM53%9%70endorsed leader▼−4Since September 2026: 56% → 52%, −4 points. Inside the 12-point floor: within noise. Read over the models both editions asked.56% → 52%
AdRoll ABM53%9%70endorsed leader▼−4Since September 2026: 56% → 52%, −4 points. Inside the 12-point floor: within noise. Read over the models both editions asked.56% → 52%02
Apollo.io11%0%17accepted challenger▲+9Since September 2026: 4% → 13%, +9 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 13%
Apollo.io11%0%17accepted challenger▲+9Since September 2026: 4% → 13%, +9 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 13%03
HubSpot Marketing Hub8%5%38accepted challenger▼−7Since September 2026: 11% → 4%, −7 points. Inside the 12-point floor: within noise. Read over the models both editions asked.11% → 4%
HubSpot Marketing Hub8%5%38accepted challenger▼−7Since September 2026: 11% → 4%, −7 points. Inside the 12-point floor: within noise. Read over the models both editions asked.11% → 4%04
Demandbase8%49%69criticized challenger▲+5Since September 2026: 4% → 9%, +5 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 9%
Demandbase8%49%69criticized challenger▲+5Since September 2026: 4% → 9%, +5 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 9%05
6sense4%50%60criticized challenger▲+1Since September 2026: 4% → 4%, +1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 4%
6sense4%50%60criticized challenger▲+1Since September 2026: 4% → 4%, +1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 4%06
Terminus2%29%41criticized challenger▼−3Since September 2026: 5% → 2%, −3 points. Inside the 12-point floor: within noise. Read over the models both editions asked.5% → 2%
Terminus2%29%41criticized challenger▼−3Since September 2026: 5% → 2%, −3 points. Inside the 12-point floor: within noise. Read over the models both editions asked.5% → 2%Show the one product at 0%, ordered by negative rate
07
ZoomInfo Marketing0%35%17criticized challenger▼−2Since September 2026: 2% → 0%, −2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 0%
ZoomInfo Marketing0%35%17criticized challenger▼−2Since September 2026: 2% → 0%, −2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 0%The floor is 12 points of share, measured: how far the models move a leader on their own when the same questions are asked twice with nothing changed. A larger change is movement; a smaller one is noise, and both are shown. How the floor is measured
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its product page.
All six head-to-head pages: the top four products, each against each
One product takes 53% of first choices here, so the chart would put six 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. Four products carry a negative rate above 25% in this category.
What they warned about
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.
6sense50%
30 of 60 labels negative · 14 of 6 models · 10 hard negative
“the absolute worst thing you can do is sign an annual contract with enterprise-grade giants like **6sense** or **Demandbase**” Gemini 3.5 Flash, budget prompt
Demandbase49%
34 of 69 labels negative · 14 of 6 models · 10 hard negative
“the absolute worst thing you can do is sign an annual contract with enterprise-grade giants like **6sense** or **Demandbase**” Gemini 3.5 Flash, budget prompt
Terminus29%
12 of 41 labels negative · 8 of 6 models · 6 hard negative
“Terminus was acquired by DemandScience in November 2024, so it's no longer a standalone option.” Kimi K2, paraphrase prompt
ZoomInfo Marketing35%
6 of 17 labels negative · 6 of 6 models · 2 hard negative
“Aggressive contract terms, auto-renewals with short cancellation windows... Legal scrutiny over coercive practices.” Grok 4.20, negative prompt
What they cite
Citations exist only for the models that return a source list: fourteen of the six in this edition.
Sites the answers cite
79 of 84 answers in this category came back with a source list, from 14 of 6 models: citations where the model returns them, or the search results it consulted. 1051 links across 204 sites, every framing counted. Ranked by the number of answers carrying the site or page. None of the 36 answers across every segment cited this index's own page for the category.
vendor site · ZoomInfo43 answers · 90 citations · 11 models
34 answers · 67 citations · 11 models
vendor site · Cleverly32 answers · 32 citations · 11 models
vendor site · Lusha29 answers · 33 citations · 10 models
vendor site · Prospeo24 answers · 36 citations · 11 models
vendor site · MarketBetter23 answers · 26 citations · 11 models
vendor site · Gartner23 answers · 23 citations · 13 models
vendor site · ZenABM22 answers · 40 citations · 8 models
vendor site · Demandbase20 answers · 23 citations · 10 models
vendor site · AdRoll20 answers · 21 citations · 8 models
vendor site · Guideflow20 answers · 20 citations · 10 models
vendor site · HubSpot19 answers · 20 citations · 10 models
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.
36 answers · 10 models
32 answers · 11 models
29 answers · 10 models
23 answers · 13 models
21 answers · 11 models
20 answers · 10 models
18 answers · 9 models
18 answers · 8 models
15 answers · 8 models
15 answers · 9 models
Search against answers
Each company's standing in the answers beside its site's footprint in Google search, one row a site: the products the models named on it with their shares, and the share they add up to; monthly searches on Google, and DataForSEO's estimate of AI search demand (modeled from search signals, directional, not a count of queries to any assistant), for the most-searched of the company's and its products' names (the name is in each row's hover text); estimated monthly organic visits to the site; and its best position in Google's top ten for “account-based marketing platform”, “best account-based marketing platform”. US estimates from DataForSEO and Google's Ads Transparency Center. A small company's site, or a mid-sized company's site for its flagship, is marked company; a product on a large parent's site (Google, Microsoft) has no site figures. A column with no figures for this category is left out, and an empty cell means none were seen, not none exist. Two measurements side by side: neither is read as the cause of the other.
| Company and products | Share | Own site cited | Name searches, Google | AI search demand, est. | Organic visits | Paid search a month, est. | Google ads, last 30 days | Best Google position |
|---|---|---|---|---|---|---|---|---|
| AdRoll adroll.com AdRoll ABM 53%, AdRoll 2% | 55% | 214 | 2,900 | 50 | 52,273 | 18 | ||
| Apollo.io apollo.io | 11% | 1000 | 33,100 | 396 | 111,608 | 94 | ||
| HubSpot parent site HubSpot Marketing Hub 8% | 8% | 934 | 368,000 | 9,776 | ||||
| Demandbase demandbase.com | 8% | 672 | 5,400 | 211 | 42,531 | 34 | 2 | |
| ZenABM zenabm.com | 6% | 21 | 50 | 1 | 1,020 | 1 | 5 | |
| 6sense 6sense.com | 4% | 684 | 49,500 | 316 | 108,788 | $1,209 | 120 | |
| Terminus demandscience.com Terminus 2%, DemandScience 2% | 4% | 135 | 27,100 | 3,267 | 5,320 | 8 | ||
| Lusha lusha.com | 2% | 322 | 12,100 | 893 | 52,570 | $11 | 57 | |
| Abmatic AI abmatic.ai | 2% | 47 | 30 | 0 | 872 | |||
| Primer | 2% | 74,000 | 134,313 |
Google's top ten for the two searches hold 15 sites; 4 of them are among the sites the models cited here (demandbase.com, gartner.com, pipeline.zoominfo.com, zenabm.com). The first result for “account-based marketing platform” is forbes.com.
How 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.ShowHide
How 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.
ShowHideModelDirect“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 Opus 5no first choiceno first choiceno first choiceno first choiceno first choicenothing named
Claude Opus 4.8no first choiceno first choiceno first choiceno first choiceno first choicenothing named
GPT-6 Astrano first choiceno first choiceno first choiceno first choiceno first choicenothing named
GPT-5.6 Solno first choiceno first choiceno first choiceno first choiceno first choicenothing named
Gemini 3.1 Prono first choiceno first choiceno first choiceno first choiceno first choicenothing named
Perplexity Sonar Prono first choiceno first choiceno first choiceno first choiceno first choicenothing named
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against
The 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
Zero rows: every prompt, every model, every answer.
| Prompt | Model | Version string | Time (UTC) | Searched | Sources | Latency |
|---|
Normalization in this category
Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.
ShowHide
Category-scoped readings
HubSpot read as HubSpot Marketing Hub
HubSpot (Free or Starter) read as HubSpot Marketing Hub
HubSpot (Marketing Hub Professional/Enterprise) read as HubSpot Marketing Hub
HubSpot (Sales Hub / Service Hub) read as HubSpot Marketing Hub
HubSpot ABM read as HubSpot Marketing Hub
HubSpot ABM tools read as HubSpot Marketing Hub
HubSpot Native read as HubSpot Marketing Hub
LinkedIn Sales Navigator Core read as LinkedIn Sales Navigator
Salesforce read as Salesforce Marketing Cloud Account Engagement
Salesforce (Einstein Account Targeting) read as Salesforce Marketing Cloud Account Engagement
ZoomInfo read as ZoomInfo Marketing
ZoomInfo (Pipeline) read as ZoomInfo Marketing
Unresolved, counted raw
250ai
6sense Team tier
AdRoll ABM - formerly RollWorks
D&B Rev.Up ABX
DemandScience ABX (formerly Terminus)
DemandScience Ionic
HubSpot ABM features
HubSpot's built-in ABM tools
HubSpot-native features
Madison Logic ABM
Propensity ABM
SaaSHero
Discontinued, still offered
No shut-down product was recommended here.