The best ABM platform for most companies is often the one they already own: their CRM. Both HubSpot and Salesforce have native and integrated ABM capabilities that eliminate the need for separate vendors while keeping data unified.
This guide covers ABM options within HubSpot and Salesforce, plus integrated third-party ABM solutions built for each platform.
Single platform. Account data, contact records, engagement history, and sales pipeline all live in one system. No data synchronization delays or inconsistencies.
No vendor proliferation. One contract, one vendor relationship, one support channel. Simplified tech stack.
Faster implementation. ABM features within your existing platform deploy faster than new vendor integration.
Lower cost. ABM capabilities often included in higher-tier CRM plans rather than additional vendor spend.
User adoption. Sales teams already use their CRM daily. ABM workflows are native to their existing tools.
HubSpot includes account-based marketing features natively in higher-tier plans (Professional and Enterprise).
What HubSpot offers for ABM:
Account objects and hierarchies. Create accounts, attach contacts to accounts, and define relationships.
Account scoring. Rules-based account scoring based on company properties (size, industry, revenue) and engagement metrics (email opens, website visits, form submissions).
Account-based lead routing. Automatically route inbound contacts to account executives based on account assignment.
Account-based email. Send personalized email campaigns to accounts and measure engagement at account level.
Contact and company enrichment. Enrich company and contact records with data from integrated providers (Clearbit, Hunter, others).
Account-based reporting. Report on account health, engagement, and pipeline influence.
Workflows and automation. Create automated workflows triggered by account scoring changes, engagement thresholds, or other conditions.
Third-party intent integration. Bombora and G2 Buyer Intent integrate with HubSpot to flow intent signals into account scoring.
When HubSpot ABM is right:
You are HubSpot-centric and want ABM without new vendors.
Your sales team is organized by account (not territory) and uses HubSpot as system of record.
Your ideal customer profile (ICP) can be expressed in rules (company size, industry, technology stack).
You have moderate to high HubSpot engagement (Professional or Enterprise tier).
Pricing: Included in HubSpot Professional ($1,200 to $3,200 per month) or Enterprise ($3,200 to $5,000+ per month).
Use case: “We’re on HubSpot Enterprise. We define our ICP by company size and industry, HubSpot scores accounts, and we see engagement data at account level. Works great, no new vendor.”
Salesforce does not include account-based marketing in native Salesforce CRM, but Salesforce Einstein (AI layer) and integrated third-party solutions enable ABM workflows.
What Salesforce offers for ABM:
Account objects and hierarchies. Native account and contact models enable account-based orchestration.
Salesforce Einstein Account Insights. AI-driven insights on account health, risk, and opportunity identification based on engagement and activity patterns.
Campaign orchestration. Campaigns can be account-based with account-level reporting.
Workflow automation. Flows and process builder enable account-based automation (route leads to AE, trigger alerts, etc.).
Third-party ABM integration. Demandbase, 6sense, Bombora, and other vendors integrate deeply with Salesforce.
User adoption. Salesforce users already manage accounts daily; ABM workflows are natural extension of existing work.
When Salesforce ABM is right:
You use Salesforce as system of record and want ABM without new platform.
You need integration with enterprise Salesforce ecosystem (CPQ, Service Cloud, etc.).
Your sales team is large and organized by territory or account with complex account hierarchies.
Pricing: Salesforce CRM includes account objects. Einstein Account Insights ($3-$5 per user per month) and third-party ABM integrations ($2K-$10K+ per month) are add-ons.
Use case: “We’re on Salesforce Enterprise. We integrate Demandbase for intent data and Salesforce account objects enable orchestration. Works end-to-end in Salesforce.”
Some third-party ABM solutions are purpose-built for HubSpot users.
Option 1: Demandbase + HubSpot
Demandbase integrates with HubSpot to flow intent data and account scoring into HubSpot accounts.
How it works:
Demandbase identifies in-market accounts and their buying stage. Demandbase data flows to HubSpot as custom account properties.
HubSpot users see account score, intent signals, and buying stage in account records alongside HubSpot engagement data.
Account teams can segment HubSpot campaigns based on Demandbase intent signals.
Cost: Demandbase ($60K-$200K+ per year) plus HubSpot ($3K-$5K per month).
Best for: HubSpot users wanting enterprise-class intent data without moving to 6sense or leaving HubSpot.
Option 2: Bombora + HubSpot
Bombora integrates with HubSpot as native add-on.
How it works:
Bombora research data syncs directly to HubSpot company records.
Account teams see surging research topics in company records.
HubSpot automation can trigger workflows based on Bombora surge signals.
Cost: Bombora via HubSpot ($1,500-$2,000 per month, $18K-$24K per year).
Best for: HubSpot users wanting affordable intent data bundled in platform.
Option 3: RollWorks + HubSpot
RollWorks account-based advertising integrates with HubSpot account lists.
How it works:
Account lists sync from HubSpot to RollWorks.
Account teams run LinkedIn and display advertising campaigns against HubSpot account lists.
Campaign engagement data flows back to HubSpot.
Cost: RollWorks ($2K-$6K per month) plus HubSpot media spend.
Best for: HubSpot users wanting to layer account-based advertising on top.
Major ABM platforms integrate directly with Salesforce.
Option 1: 6sense + Salesforce
6sense integrates deeply with Salesforce, flowing account scores, buying stage, and engagement signals into Salesforce.
How it works:
6sense AI predicts which Salesforce accounts are likely to buy.
Buying stage and propensity scores update Salesforce account records.
Salesforce users see 6sense signals in account records and can prioritize based on propensity.
Salesforce workflows can trigger on 6sense signals (alert AE, send campaign, etc.).
Cost: 6sense ($80K-$200K+ per year) plus Salesforce ($3K-$10K per month).
Best for: Salesforce users with enterprise deal volume justifying 6sense investment.
Option 2: Demandbase + Salesforce
Demandbase is tightly integrated with Salesforce for account scoring, orchestration, and advertising.
How it works:
Account records in Salesforce get Demandbase intent scores and buying stage.
Salesforce users see intent signals alongside Salesforce engagement data.
Salesforce campaigns can be orchestrated based on Demandbase signals.
Demandbase advertising integrates with Salesforce account lists.
Cost: Demandbase ($60K-$200K+ per year) plus Salesforce.
Best for: Salesforce users wanting full-stack ABM with intent data and advertising orchestration.
Option 3: Bombora + Salesforce
Bombora syncs to Salesforce accounts and can trigger workflows based on surge signals.
How it works:
Bombora research data updates Salesforce account records.
Salesforce users see surging research topics in account view.
Salesforce flows can trigger on Bombora surge signals.
Cost: Bombora ($2K-$4K per month via Salesforce integration, $24K-$48K per year).
Best for: Salesforce users wanting affordable intent data synced to accounts.
| Dimension | HubSpot | Salesforce |
|---|---|---|
| Native ABM features | Yes, scoring and routing | Limited, requires third-party |
| Ease of setup | Simple, native | Requires integration |
| Cost for ABM | Low (included in platform) | High (platform + third-party) |
| Third-party integrations | Bombora, G2, RollWorks | 6sense, Demandbase, Bombora |
| Account data visibility | Simple | Enterprise-ready |
| Best for | Growth-stage SaaS | Enterprise B2B |
| Price entry (with intent) | $2.5K-$4K/month | $5K-$15K/month |
HubSpot (Series B-C):
HubSpot Professional ($1,500/month) + Bombora add-on ($1,500/month) + optional RollWorks ($3K/month) for advertising.
Total: $6K-$9.5K per month. Covers account scoring, intent signals, and advertising.
Salesforce (Enterprise):
Salesforce Enterprise ($3K/month) + 6sense ($120K/year) + Demandbase for advertising ($100K/year).
Total: $20K+ per month. Full-stack ABM with intent, orchestration, and advertising.
HubSpot (Budget-conscious):
HubSpot Professional ($1,500/month) with native account scoring only.
Total: $1,500 per month. Simple account-based orchestration without third-party intent.
Salesforce (Budget-conscious):
Salesforce Standard ($300/month) + Bombora via Salesforce ($2K/month).
Total: $2.3K per month. Intent signals with account records, no advertising.
The best ABM platform is often the CRM you already own. HubSpot users can implement effective ABM with native account scoring and optional intent data integrations (Bombora, G2, RollWorks).
Salesforce users benefit from deep third-party ABM integrations (6sense, Demandbase) but typically need to invest in additional vendors.
Choose based on platform preference and budget:
HubSpot: Simple, affordable ABM with native features and CRM-bundled intent data. Best for growth-stage SaaS.
Salesforce: Enterprise-class ABM through deep third-party integrations. Best for large enterprises with complex selling.
No need to switch CRMs or adopt new platforms. Stay in your existing system and layer ABM capabilities within it.
HubSpot workflows for ABM:
HubSpot workflows can trigger on account score thresholds. When account score exceeds X, trigger email campaign or create task for account executive.
Account-based lead routing automatically assigns inbound contacts to account executives based on company/account assignment.
Engagement alerts can notify account team when account engagement spikes or key contacts engage.
Custom objects enable account-based opportunity tracking and account team collaboration.
Salesforce flows for ABM:
Salesforce flows (upgraded from process builder) enable sophisticated account-based automation.
Trigger flows on account score changes, opportunity stage changes, or third-party data updates (Demandbase, 6sense signals).
Create account team records to define multi-person account ownership and collaboration.
Trigger tasks, calendar events, and email alerts based on account-level events.
Custom fields and objects enable tracking account health, buying stage, and multi-touch engagement.
HubSpot integrations:
HubSpot native integrations: Bombora, G2, RollWorks, Clearbit all have pre-built HubSpot integrations.
API-first approach enables custom integrations with any ABM platform.
Custom properties allow third-party data (intent signals, account scores) to flow into HubSpot.
Salesforce integrations:
Salesforce AppExchange has 6sense, Demandbase, Bombora, and 20+ ABM solutions with deep integration.
Salesforce REST APIs enable custom integrations with any platform.
Einstein Einstein Account Insights provide Salesforce-native AI-driven account insights.
Custom fields and objects enable storage of third-party ABM data.
Data synchronization considerations:
Ensure two-way sync between CRM and ABM platform. Account scores, intent signals, and campaign attribution should flow back to CRM.
Handle account hierarchy complexity. Many companies have parent/child account relationships. Ensure platform handles hierarchies correctly.
Contact and opportunity attribution to accounts must be clean and consistent across platforms.
The best ABM platform for most companies is the CRM you already own. HubSpot users can implement effective ABM with native account scoring and optional intent data integrations. Salesforce users benefit from deep third-party ABM integrations (6sense, Demandbase) but typically need additional vendors.
Stay in your existing CRM. Layer ABM capabilities within it rather than adopting new platforms and creating data silos. The tighter your ABM platform integrates with CRM, the faster your team adopts and the better your results.
Ready to implement ABM in your CRM? Book a demo at abmatic.ai/demo to layer first-party visitor identification into your HubSpot or Salesforce ABM strategy.
When evaluating multiple platforms, go beyond features and pricing. Consider these factors:
Does the platform integrate well with your existing tools? Check compatibility with your CRM, marketing automation, analytics, and data warehouse. Poor integrations create friction and slow down adoption.
How long does implementation take? Some platforms require 8-12 weeks, others 4-6 weeks. Consider your go-live timeline and resource availability.
What training and onboarding is included? Does the vendor provide ongoing support? Review customer success stories and check references from similar-sized companies.
Will the platform grow with you? Start with a small team or segment, then expand. Ensure the platform can handle increased volume and complexity as you scale.
Look beyond the stated price. Factor in implementation, training, data costs, and internal resources. Calculate the real cost over 3 years.
Check the vendor’s support response times and availability. Look for an active user community where you can learn from others.
Create a scorecard that weights these factors according to your priorities. Score each platform. The highest score wins. But also trust your gut: which vendor feels like the best partner for your growth?
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