N.Rich vs. Influ2: Which is Better for ABM?23 min read

In this guide, I break down how N.Rich vs. Influ2 differ on features, pricing, and where they fit in an ABM stack, so marketing and sales can see which one actually suits their ABM motion.

I also show how ZenABM can act as a lean, LinkedIn-first alternative or sit on top of either tool when you only need precise LinkedIn ABM analytics.

N.Rich vs. Influ2: Quick Summary

In case you’re short on time, here is the snapshot:

• N.Rich is an ABM execution platform built on its own DSP, combining CRM driven ICP building, consent-based intent scoring, and account-level analytics for mid-market and enterprise teams.
• Influ2 is a person-based advertising platform that targets named contacts inside target accounts across channels and reports engagement at the individual level.
• N.Rich focuses on account lists, intent topics, programmatic display plus LinkedIn, and opportunity attribution that ties impressions and clicks to opportunities.
• Influ2 focuses on reaching specific decision makers, surfacing contact-level intent signals, and feeding those into sales workflows and CRMs.
• N.Rich pricing starts above ten thousand dollars per year, plus onboarding, with higher tiers adding more topics, users, and automation, so it sits firmly in premium territory.
• Influ2 uses a contact-based pricing model that bundles software and media into a per-contact reach fee, which users often describe as expensive for the value.
• Both live in premium budget territory, while ZenABM offers account-level LinkedIn ad engagement, plug-and-play ROI dashboards, account scoring, ABM stages, CRM sync, first-party qualitative intent, automated BDR routing, custom webhooks, an AI chatbot, and job title analytics from just $59/month.

N.Rich Overview: Key Features, Pricing, and Reviews

N.Rich presents itself as an agile ABM execution layer for mid-market and enterprise teams.

Under the hood, it is a B2B DSP with intent, ICP, and ABM workflows built on top.

Key Features of N.Rich

Core N.Rich capabilities for ABM include ICP building, intent scoring, programmatic campaigns, and account-level analytics.

Dynamic ICP & Target Account Lists

N.Rich pulls in CRM opportunity data to learn what your best customers look like and then scores new accounts against that pattern.

You can spin up target lists in minutes using filters such as industry, employee count, and tech stack.

The goal is to move beyond gut-feel account picks, although output still depends heavily on CRM data quality.

Intent Data & Account Scoring

N.Rich blends first-party signals (site visits, ad engagement) with third-party intent feeds to highlight accounts researching key topics.

Accounts receive intent scores so sales and marketing can focus on those showing the strongest, consent-based interest.

The platform tracks thousands of topics and syncs them into your CRM for timely, theme-based outreach.

Account-Based Advertising

N.Rich ships with a built-in DSP to run programmatic display to target accounts and supports native and video formats.

You can connect LinkedIn Ads to keep display and LinkedIn campaigns aligned, and Capterra reviews note a simple campaign builder that supports bulk creatives and A/B tests.

Analytics & Opportunity Attribution

N.Rich provides account-level analytics so you can see how engagement connects to pipeline and revenue.

The Opportunity Attribution dashboard links impressions, clicks, and visits with opportunities and closed deals so you can see which accounts actually moved.

The system also calculates an ICP Sales Velocity Score for each account and can sync all of this back to the CRM on higher tiers.

Integrations & Data Enrichment

N.Rich integrates with the main CRMs and marketing tools.

Native connectors exist for Salesforce, HubSpot (Marketing and Sales Hub), and LinkedIn (Marketing Solutions and Sales Navigator), letting you pull CRM data for segmentation and push back engagement, topics, and velocity scores.

Some connectors are reserved for higher plans, and N.Rich also offers firmographic and technographic enrichment so you can see what tools target accounts use.

N.Rich Pricing: How Much Does It Cost?

N.Rich has simple tiered pricing tied to team size and ABM maturity. All plans aim to turn intent data into deals, with clear published ranges.

LITE: Starting at $10,320/year + $1,050 One-Time Onboarding Fee

For smaller teams starting with intent-driven ABM.

Includes 1 Intent Report, 10 topics, 1 marketing seat, 3 sales seats, 1 N.Rich account, 1 ABM campaign, and chat support.

• Intent scoring
• Unlimited firmographic and technographic data
• Website visitor identification
• Basic account analytics and alerts

GROWTH: Starting at $23,800/year

For teams scaling ABM and needing closer sales and marketing alignment.

Includes everything in LITE plus:

• More intent reports and topics
• More marketing seats and unlimited sales seats
• CRM and MAP integrations
• Opportunity attribution and more ABM campaigns
• Dedicated Customer Success Manager

ENTERPRISE: Custom Pricing

For global, mature ABM programs with advanced orchestration needs.

Includes everything in GROWTH plus:

• Unlimited intent reports and higher topic limits
• Unlimited users and multiple N.Rich accounts
• Dynamic ICP Builder and open API
• Automated workflows and strategic consulting

All plans benefit from N.Rich’s deep data and native ABM orchestration, but you still need to talk to sales for exact quotes.

Note: because N.Rich starts above $10K per year, ZenABM often looks leaner for LinkedIn first teams, starting at ~$59/month, with the top tier still under $6K per year. You still get core LinkedIn ABM essentials: account-level ad engagement tracking, account scoring, ABM stage tracking, hot account routing, bi-directional CRM sync, custom webhooks, qualitative intent, and plug-and-play ROI dashboards.

User Impressions and Reviews

N.Rich scores 4.7 out of 5 on G2 (around 99 reviews), which suggests customers are broadly satisfied.

Across G2, TrustRadius, Reddit, and similar sources, a few themes show up.

Pros (According to Users)

• Support that actually shows up: Reviewers often describe N.Rich’s support as responsive and proactive, with regular check-ins that are not just thinly disguised upsells.
• Usable once configured: Many call it easy and even “fun” to use once lists, reports, and campaigns are in place, especially for automating lead progression and funnel stage tracking.
• Strong intent and targeting: Users praise the quality of intent and account selection, saying it helps them focus on high-value accounts and justify ad spend with account-level views.

Cons (According to Users)

• Setup takes work: Most “easy to use” comments are followed by “after the initial setup.” Onboarding, data mapping, and reporting require effort and usually some ops involvement.
• Integrations need clearer guidance: Some reviewers report integration surprises and wish the full integration picture had been clearer before signing. Help Center content can lag, which makes self-service troubleshooting harder.
• Feature gaps in places: A few users mention limited options in certain areas, such as ad copy limits, session timeouts, or occasional glitches.

Influ2 Overview: Key Features, Pricing, and Reviews

Influ2 is marketed as the first person-based account-based marketing platform.

It promises to target ads at specific individuals within your target accounts.

Let’s take a look at its features, pricing, and reviews.

Key Features of Influ2

Influ2 is about person-based advertising and ABM.

Let’s look at its core offerings:

Multi-Channel Contact-Level Targeting

Unlike many ABM platforms that stick to company-level audiences, Influ2 shows ads to specific individuals on major ad networks.

For example, you could target Jane Doe, CIO of Acme Corp, and have her see your ad on LinkedIn and later on a news site via Google Display.

No more wasting impressions on interns and random folks at the account who aren’t influencers in the deal.

How reliable is that matching?

Well, that is low 🙁

A study by Syft found that IP-matching accuracy for website visitor identification is a mere 42%.

Contact-Level Engagement Tracking

The platform doesn’t just blast ads; it tells you exactly who saw or clicked them.

Influ2 will report impressions, clicks, and even website visits by individual name for each target on your list.

Your sales team can get real-time intel like “John Doe (Senior Director at Dream Account) saw 45 impressions and clicked 3 of them.”

Armed with these contact-level intent signals, sales knows who’s engaging and can tailor outreach accordingly.

Buyer Intent Signals

Influ2 also tracks for third-party intent signals like keyword searches and the sites visited by your target contacts.

Pro Tip: Influ2 can surface third-party intent, like what keywords people may be searching or which sites they might be browsing, but that data is borrowed and often fuzzy. B2B buying decisions come from whole accounts, not a single contact’s browsing history, so these signals rarely map cleanly to real purchase momentum. ZenABM takes a cleaner route by giving you first-party company-level intent straight from your own LinkedIn ads. You see exactly which companies engaged with which feature-focused creative, which campaigns woke them up, and how their interest is shifting in real time.

Automated Journeys & Personalization

Influ2 enables automated ad sequencing based on engagement triggers.

If Jane Doe clicked Ad A, you can automatically move her to see Ad B next, mirroring a personalized buyer’s journey.

The platform lets you set up rules so each contact’s ad experience evolves as they progress (or don’t) through the funnel.

It’s like marketing automation workflows, but for ads aiming to keep each person engaged with content relevant to their stage.

In theory this delivers the right message to the right person at the right time.

In practice, it’s only as good as the logic you set and your content variety.

Some users have noted the platform’s dynamic personalization could be stronger and more flexible, so it may not quite be the choose-your-own-adventure experience the marketing materials imply.

Integration with CRM & Sales Tools

As a modern ABM tool, Influ2 plays nicely with the rest of your tech stack.

It offers integrations with major CRMs and marketing platforms like Salesforce, HubSpot, Marketo, Microsoft Dynamics, and marketing automation systems like Eloqua.

It also connects to sales engagement tools such as Outreach and Salesloft, and even collaboration hubs like Slack and Microsoft Teams.

The idea is to funnel those precious contact-level insights directly to where your sales and marketing teams live – e.g. pinging a Slack channel when a target account contact engages, or updating CRM lead records with ad engagement data.

Users generally praise these integration capabilities, though a few have struggled aligning Influ2 with certain existing workflows.

Implementation typically takes around one month on average, which is relatively speedy for an ABM platform (some competitors require a small army of consultants and several months to get rolling).

Analytics and Revenue Attribution

Influ2 platform provides dashboards to tie ad engagements to pipeline and revenue outcomes.

For example, you can see metrics like “982 buying groups influenced, 234 opportunities generated, 158 progressed, 17 won” – all attributed to people who saw or clicked ads. It offers revenue influence reports to show how ad campaigns contributed to deals.

Data Handling & Privacy

Given the person-specific nature, data privacy is a big consideration.

Influ2 markets a “unique privacy-first technology” where their algorithm matches contacts in a GDPR/CCPA-compliant way.

They are SOC 2 Type II certified for data protection.

Essentially, they use hashed emails and first-party data rather than shady third-party cookies to target individuals.

This is meant to reassure your legal team that uploading a list of contacts is done securely and that ad targeting doesn’t violate ad network policies.

Plus, the tool has built-in ad creative storage too:

Sales Priorities

Influ 2 provides a list of hot accounts and the specific contacts within them that the sales team must attend to.

Influ2 Pricing: How Much Does It Cost?

If you’re hoping to find clear pricing on Influ2’s website, sorry, you won’t.

Influ2 follows the enterprise software tradition of “Contact us for pricing”, with custom quotes based on your situation.

But here’s what’s available on third-party sources:

• Their model is based on the number of people you target, bundling both the software and media spend into one flat fee. In other words, you pay a set rate to reach X number of contacts, rather than paying per click or impression directly. They pitch this as a simpler way to budget: no variable CPC/CPM surprises, just one price for your list size. Great, except it also means if you want to double your coverage from 5,000 to 10,000 people, expect that price to jump.
• So how expensive is it? G2’s data suggests users perceive Influ2 in the highest cost tier (“$$$$$”). One reviewer complained that “the pricing per reach is too high… Influ2 charges $5 for each contact engaged, called a credit.” Let that sink in: $5 per contact who interacts (clicks or even just sees an ad). If you have 1,000 contacts on your target list, you could be looking at ~$5,000 for them to be reached and that’s on top of whatever internal cost to produce ads and manage the program. That user also noted their results were underwhelming for the price: the target contacts didn’t even recall the brand after clicking ads.
• Influ2’s own marketing says “only pay for the people you reach” and emphasizes no platform fees or integration fees. Essentially you’re pre-paying for guaranteed impressions to specific people. If those people are hard to catch online or have strict ad filters, that’s your risk. You’re still paying for the attempt.
• A positive note: G2 users report ROI in ~7 months on average after implementing Influ2. That implies that for some, the deals influenced by Influ2 within a few quarters justify the cost. The critical view is that Influ2 probably makes the most sense financially if your deal sizes are large (enterprise B2B deals worth $50k, $100k+ each). Spending, say, $50k a year on Influ2 to help close $1M in new business could pencil out. This isn’t a tool for the scrappy startup with $5k total ad budget; it’s for teams willing to invest serious money to get in front of hard-to-reach decision makers.

User Impressions and Reviews

Influ2 enjoys a 4.6/5 average rating on G2 across 150+ reviews, which sounds stellar, but let’s dig into what users actually say.

What users applaud about Influ2:

• Precise Targeting & Insights: Over and over, marketers talk about the ability to zero in on the right people and see exactly what those people do. “I love the highly targeted insights on prospects – I can see which links prospects have clicked and content they viewed,” said one user. Another praised that it’s a “much smarter use of media spend, saving us $1000s a month in waste” by not showing ads to irrelevant audiences. The person-based approach clearly resonates with teams sick of paying for vanity impressions. Influ2 gives tangible data (by name) that can be acted on, which is gold for aligning marketing with sales. As one review summed up: “Influ2 has revolutionized our strategy by allowing us to hone in on exact decision-makers almost every time… the detailed contact-level intent data has empowered our engagement.” That kind of enthusiasm suggests Influ2 is delivering on its targeting promise for many.
• Seamless Integration & Workflow Alignment: Several users mention how easily Influ2 plugged into their existing systems and workflows. “
• Support & Customer Service: Influ2 apparently has exceptional customer support, with users highlighting “knowledgeable assistance and proactive account management.” The support team helps with campaign setup, analysis, and is very responsive despite time zone gaps. This hand-holding is crucial because the concept of person-based ads might be new to many marketing teams.
• Ease of Use (Once Up and Running): Some reviewers describe Influ2’s UI as intuitive and the platform as easy to use.

Where users see pain points or limitations:

• Reporting & Analytics Gaps: Even fans of Influ2 often wish the reporting was more robust. “The platform could benefit from enhanced reporting capabilities – more customizable options to analyze performance and ROI,” one review noted. There are multiple mentions of limited features restricting valuable insights and lack of certain analytics depth. Essentially, the dashboards are good for quick pipeline impact visuals, but if you want to slice-and-dice data or create custom metrics, you might be frustrated. Some found the reporting confusing or lacking visibility into certain performance details.
• Steep Pricing and ROI Concerns: We already touched on pricing. Users definitely feel the burn in their wallet. Beyond cost complaints, a critical theme is value for money. One sales-focused user bluntly said “the pricing per reach is too high” and questioned the engagement quality, noting targets didn’t recall the brand post-click. Some smaller companies likely feel priced out entirely. The credit system ($5 per contact) and annual contracts could also lock you in, so if you don’t see success in a couple of quarters, you’ve still paid for a year.
• Ad Performance and Creative Limitations: A few users pointed out issues around the ads themselves. For instance, one con mentioned “limited dynamic personalization” in ads and a desire for better match rates to target users.
• Integration Hiccups & Learning Curve: While integration breadth is a strength, depth can be a challenge. A few reviews mention integration issues, making it hard to align with their tech stack.

N.Rich vs. Influ2: Key Differences

Once you know both platforms, the N.Rich vs. Influ2 contrast becomes clearer.

Tabulated here:

N.Rich vs. Influ2: So, Which Is Better for ABM?

N.Rich is usually the better fit if your ABM strategy centers on account lists, intent topics, and a structured ICP.

It suits teams that want to turn CRM and intent data into targeted programmatic and LinkedIn campaigns, then follow those touches through to opportunities and closed revenue at the account level. If you have a mid-market or enterprise budget and an ops function that can manage data, N.Rich lines up well.

Influ2 is a stronger choice when your biggest challenge is getting in front of specific decision makers inside named accounts, and you are willing to pay a premium for contact-level reach and engagement data. It works best for high-value motions where showing targeted ads to a few thousand contacts can reasonably influence seven or eight-figure pipelines.

If your primary growth lever is LinkedIn and you care more about first-party company-level engagement, ABM stages, CRM properties, and clear LinkedIn ROAS than about running a full DSP or paying per contact reached, both tools can feel heavier than you need.

ZenABM as a LinkedIn First, First Party Lean ABM Alternative

As I just said, if your main growth lever is LinkedIn and you mostly need first-party accuracy, account scoring, ABM stages, CRM sync, and revenue attribution, both can feel like overkill.

This is where ZenABM comes in.

In fact, even if you are using or decide to use N.Rich or Influ2, ZenABM has unique features that make it important for your ABM tech stack.

Account Level LinkedIn Engagement Tracking

ZenABM connects directly to the official LinkedIn Ads API and records account-level data for every campaign.

You see which companies view and engage with your ads with account-level attribution, based on first-party LinkedIn data instead of noisy IP or cookie matching.

A Syft study suggests IP identification accuracy peaks around 42 percent, which is why ZenABM treats ad engagement as the primary intent signal.

Real Time Engagement Scoring + Full Touchpoint Timeline

ZenABM updates engagement scores continuously as accounts interact with your ads, across short and long windows.

Scores help prioritize accounts, and the interface shows a full touchpoint history for each company.

ABM Stage Tracking

ZenABM lets you define custom stages such as Identified, Aware, Engaged, Interested, and Opportunity, then places accounts in the right stage based on scores and CRM signals.

This gives you funnel visibility close to large ABM suites, but concentrated on LinkedIn engagement.

CRM Integration and Workflows

ZenABM syncs bi directionally with HubSpot and adds Salesforce support on higher plans.

All LinkedIn metrics can be written as company properties in your CRM.

When an account crosses your score threshold, ZenABM updates the stage to “Interested” and assigns a BDR.

Intent Tagging from Ad Engagement

ZenABM lets you pull intent topics from LinkedIn campaigns. You can tag each campaign by feature, use case, or offer.

ZenABM then reports which accounts engage with which themes and lets you sync those topics into the CRM.

Reps can tailor outreach to what each account has actually explored instead of guessing.

Built-in Dashboards and ABM Analytics

ZenABM includes ABM dashboards that tie LinkedIn ads to account engagement, stages, and revenue.

• You can see performance from ABM initiatives down to campaign groups and individual ads.
  
• Because ZenABM stores deal value and ad spend per company and campaign, it calculates ROAS, pipeline per dollar, and pipeline contribution so you can move beyond vanity metrics.
  

Custom Webhooks

ZenABM’s webhooks send events into your stack for Slack alerts, enrichment flows, and other automation.

Job Title Analytics

ZenABM shows which job titles interact with your creatives and how long they stay, plus video funnel analytics.

ABM Campaign Objects for Multi Campaign Attribution

Instead of treating every LinkedIn campaign in isolation, ZenABM lets you group them into ABM campaign objects.

You can view performance across markets, personas, or creative clusters in a single place rather than juggling fragmented reports inside Campaign Manager.

AI Chatbot to Analyze Your LinkedIn and ABM Data

ZenABM includes an AI chatbot on top of your LinkedIn API data and ABM model.

You can ask questions such as “Which accounts moved from Interested to Selecting last month?” or “What is my pipeline per dollar on retargeting campaigns?” and get answers that reference live data instead of exports.

Multi Client Workspace for Agencies

ZenABM supports agencies via a multi-client workspace so you can manage several ad accounts and clients in one environment with their own ABM campaigns, dashboards, and reporting without constant account switching in Campaign Manager.

ZenABM Pricing

Plans start at $59/month for Starter, $159/month for Growth, $399/month for Pro (AI), and $479/month for Agency.

Even the agency plan stays under $6,000 per year, with all tiers including core LinkedIn ABM capabilities.

Higher tiers mainly raise limits and add Salesforce sync.

Monthly and annual billing are available, and every plan comes with a 37-day free trial period.

Conclusion

N.Rich is a solid choice if you want a structured ABM execution platform that converts CRM driven ICP and consent-based intent into coordinated programmatic and LinkedIn campaigns, with clear account level attribution. It aligns with teams that have the budget and data foundations to run a full ABM and intent program.

Influ2 makes more sense when your main goal is to reach and track specific people within target accounts and you are prepared to pay for that precision. The person based approach and contact level insights appeal most to teams selling high ticket deals where a handful of influenced buyers can justify the spend.

If your priority is to get more pipeline out of LinkedIn without taking on DSP complexity or per contact media economics, a LinkedIn first platform like ZenABM is often the cleaner route. You get company level LinkedIn engagement, first party intent, scoring, ABM stages, CRM sync, and revenue dashboards from pricing tiers that mid market teams and agencies can actually live with.

Try ZenABM now for free or book a demo to know more!