In this guide, I compare N.Rich vs. Demandbase on features, pricing and ABM fit so marketing and sales can quickly see which one matches their motion.
I also show how ZenABM can act as a lean, LinkedIn-first alternative or sit beside them as a lighter ABM analytics layer.
N.Rich vs. Demandbase: Quick Summary
In case you’re short on time, here is the snapshot:
- N.Rich is an ABM execution layer on a B2B DSP focused on ICP building, intent scoring and programmatic campaigns.
- Demandbase is a full ABM suite covering account selection, multi-channel ads, web personalization, intent and analytics.
- N.Rich leans on CRM opportunity data to build dynamic ICP models and score accounts into target lists.
- Demandbase combines firmographics, technographics and large third-party intent sets to help pick and refine target accounts.
- N.Rich centers on programmatic display and video with basic LinkedIn alignment through its DSP.
- Demandbase runs display, retargeting and CTV via its DSP and also manages LinkedIn, Facebook, YouTube and other social channels.
- N.Rich blends first-party behavior with third-party intent and pushes account scores into your CRM.
- Demandbase ingests broad third-party topic intent and mixes it with first-party engagement to surface in-market accounts.
- N.Rich offers account-level analytics, opportunity attribution and an ICP Sales Velocity Score to show which accounts are moving.
- Demandbase adds web personalization, buying committee mapping, account heatmaps and AI pipeline prediction.
- N.Rich integrates with Salesforce, HubSpot, LinkedIn and major MAPs, plus enrichment vendors.
- Demandbase connects to most of the standard B2B stack across CRM, MAP, sales engagement and analytics so teams share one account view.
- N.Rich starts around 10.3 thousand dollars per year, with Growth at about 23.8 thousand and Enterprise custom.
- Demandbase tends to sit around a 65 thousand dollar median annually, with small scopes near 18 to 32 thousand and large deals well into six figures.
- N.Rich fits teams that want a focused media and intent engine without replacing their whole go-to-market stack.
- Demandbase fits mature ABM programs that want one heavyweight platform for targeting, ads, web and analytics.
- A third option: ZenABM gives account-level LinkedIn ad engagement, pipeline dashboards, account scoring, ABM stages, CRM sync, first-party qualitative intent, automated BDR assignment, custom webhooks, an AI chatbot and job title analytics starting at $59 per month.
N.Rich Overview: Key Features, Pricing, and Reviews
N.Rich positions itself as an agile ABM execution layer for mid-market and enterprise teams, built on a B2B DSP with intent, ICP and ABM workflows.
Key Features of N.Rich
Core N.Rich capabilities include ICP building, intent scoring, programmatic campaigns and account-level analytics.
Dynamic ICP & Target Account Lists
N.Rich pulls CRM opportunity data to learn what winning customers look like, then scores new accounts against that pattern.
You can build target lists using filters such as industry, employee count and tech stack so account selection relies less on gut feel and more on data, as long as CRM quality is solid.
Intent Data & Account Scoring
N.Rich combines first-party behavior (site visits, ad engagement) with third-party intent feeds to flag accounts researching key topics.
Accounts get intent scores so marketing and sales can focus effort on the warmest, consent based interest, while topic data syncs into your CRM for fast follow up.
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 so display and LinkedIn campaigns stay loosely aligned, with a simple campaign builder that supports bulk creative uploads and A/B tests.
Analytics & Opportunity Attribution
N.Rich gives account-level analytics that tie engagement to pipeline and revenue. Its Opportunity Attribution dashboard links impressions, clicks and visits to opportunities and closed deals.
It also calculates an ICP Sales Velocity Score per account and can sync those metrics back to your CRM on higher tiers.
Integrations & Data Enrichment
N.Rich connects to common CRMs and marketing tools. Native integrations include Salesforce, HubSpot (Marketing and Sales Hub) and LinkedIn (Marketing Solutions and Sales Navigator), so you can pull CRM data for segmentation and push back engagement, topics and scores.
Upper tiers layer on firmographic and technographic enrichment to sharpen targeting.
N.Rich Pricing: How Much Does It Cost?
N.Rich uses tiered pricing tied to team size and ABM maturity, with all plans centered on turning intent data into revenue.
LITE: Starting at $10,320/year + $1,050 One-Time Onboarding Fee
For smaller teams trialing intent-driven ABM.
Includes 1 intent report, 10 topics, 1 marketing seat, 3 sales seats, 1 N.Rich account, 1 ABM campaign, chat support, plus:
- 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 tightening alignment between sales and marketing.
Includes everything in LITE, plus:
- More intent reports and topics
- Additional marketing seats and unlimited sales seats
- CRM and MAP integrations
- Richer attribution and more ABM campaigns
- Dedicated Customer Success Manager
ENTERPRISE: Custom Pricing
For global, mature ABM programs with complex 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 data depth and native ABM orchestration, but you still need to speak with sales for a precise quote.
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 signals strong overall satisfaction.
Across G2, TrustRadius, Reddit and similar sites, a few clear themes show up.
Pros (According to Users)
- Responsive support: Customers highlight proactive, helpful check-ins instead of constant upsell.
- Easier once set up: After ICPs, lists and campaigns are configured, many find the tool straightforward to work with.
- Strong intent and targeting: Reviewers like the quality of account selection and how well budget can be focused on high value accounts.
Cons (According to Users)
- Setup effort: Onboarding, data mapping and reporting often need ops support and time.
- Integration clarity: Some users report surprises during integration and wish the end state had been clearer from the start.
- Feature limitations: A few mention constraints around ad copy, session timeouts or minor glitches.
Demandbase Overview: Key Features, Pricing, and Reviews
Demandbase functions as a comprehensive ABM platform that covers everything from building target account lists to running multi-channel advertising and customizing on-site experiences.
Its broad toolkit lets teams replace several point tools with one system, which can reduce operational friction.
Demandbase also unifies account and contact data to strengthen sales intelligence, enrichment and outbound strategy so ABM execution becomes more coordinated.
Key Features
Key Demandbase capabilities explained:
Target Account Identification
Demandbase helps you create and tune target account lists by combining first-party and third-party data, with AI suggestions that factor in firmographics, technographics and intent signals.
This helps larger organizations quickly identify which accounts deserve priority.
Multi-Channel Advertising with Native DSP
Demandbase includes a native programmatic engine so you can run display, retargeting, native and Connected TV campaigns from one place. The DSP uses intent data to reach high value audiences more precisely.
It also connects to major social networks. You can manage LinkedIn, Facebook, Twitter and YouTube within Demandbase, set account level frequency caps and use AI to optimize budgets.
Web Personalization
Demandbase supports personalized site experiences for target accounts.
You can create account specific pages or dynamic modules such as greetings or offers tied to industry or funnel stage.
Account Intelligence & Third-Party Intent
Demandbase pulls in third-party intent across more than 62,500 B2B topics and blends it with first-party engagement.
That lets Demandbase surface target accounts that are “surging” on relevant themes via providers like Bombora, along with how those accounts interact with your assets.
You also get heatmaps and engagement scores across channels, plus predictive analytics to highlight likely in market accounts and guide sales and marketing focus.
People-Based Targeting
The platform builds buying committees by finding and targeting decision makers at each account so you can focus ads and sales motions on the right roles.
Analytics and Attribution
Demandbase provides robust reporting to measure account engagement, campaign influence on pipeline and revenue attribution across the full journey.
AI models estimate likely pipeline outcomes and highlight where reps should focus to improve win probability.
Remember: someone still needs to own and maintain these dashboards for them to keep reflecting reality.
Integrations and Ecosystem
Demandbase integrates with leading CRMs like Salesforce, marketing automation platforms (MAPs) and sales tools so account insights flow into sales workflows, for example via a Salesforce component that shows engagement. It also connects with sales engagement tools like Outreach and Salesloft.
This alignment helps marketing and sales operate from a shared account view.
For the full catalog, see the Demandbase official docs.
Demandbase Pricing
Demandbase does not publish list prices and usually offers custom enterprise packages after a sales conversation.
Most deals combine a platform fee with per-seat pricing, rising with team size and usage such as engaged account volume or activity levels.
According to industry references:
- The median annual price for Demandbase One is roughly $65,000, per Vendr:
- Smaller organizations near 200 employees report paying about $18K to $32K for limited access, mid-market companies around $40K to $60K, and large enterprises sometimes exceed $100K.
- Some advisors note enterprise contracts can range from $70,000 up to $300,000 per year depending on scope and add-ons.
When reviewing quotes, external benchmarks help you keep pricing realistic and avoid overbuying.
Optional add-ons, such as extra intent data or sales intelligence databases, can increase the bill.
Because of its breadth, many small businesses find Demandbase more than they need and risk paying for modules that stay idle.
In short, Demandbase suits teams with sizable ABM budgets and a mature program in place.
Demandbase Reviews
Users have these complaints against Demandbase One on G2:
- A steep learning curve and longer onboarding time that can feel overwhelming
- Limited UI flexibility
- Occasional outdated data
- Premium pricing that many mid-sized and small businesses struggle to justify
N.Rich vs. Demandbase: Key Differences
The key differences between N.Rich vs. Demandbase are tabulated here.
| Aspect | N.Rich | Demandbase | Best suited for |
|---|---|---|---|
| Core positioning | ABM execution layer on a B2B DSP with ICP, intent and programmatic workflows | Comprehensive ABM platform covering targeting, ads, web personalization and analytics | Teams choosing between a focused execution engine and an all-in-one ABM suite |
| Target account building | Uses CRM opportunity data to build dynamic ICP models and score target accounts | Combines firmographics, technographics and AI-driven intent to suggest and refine target lists | Whether you prefer CRM driven ICP modeling or broader data-driven account discovery |
| Primary channel focus | Programmatic display and video with LinkedIn campaign alignment | Native DSP for display, retargeting and CTV plus management of LinkedIn and other social channels | Stacks focused mainly on programmatic vs full multi-channel advertising |
| Intent model | Blends first-party behavior with third-party intent feeds to score accounts | Ingests large-scale third-party topic intent and mixes it with first-party engagement | Teams deciding between classic topic intent and a broader third party heavy intent graph |
| Web and personalization | No native web personalization engine, relies on integrations for on-site experiences | Supports personalized pages and modules for target accounts based on segment and stage | Whether website personalization is a core requirement or a nice to have |
| Engagement views | Account-level analytics, opportunity attribution and ICP Sales Velocity Score | Account overviews, heatmaps, engagement minutes and buying committee views | Teams wanting concise account metrics vs richer journey and committee visuals |
| Attribution and analytics | Opportunity attribution that links impressions and clicks to opportunities and deals | Robust attribution and campaign dashboards that show pipeline influence and revenue impact | ABM teams choosing between focused campaign attribution and broad journey reporting |
| People and buying groups | Account centric reporting with less emphasis on buying committee discovery | Builds buying groups and supports people based targeting within key accounts | Orgs that are more account level vs those that are buying group centric |
| Integrations | Salesforce, HubSpot, LinkedIn and MAP integrations plus enrichment data providers | Deep connectors across CRM, MAP, sales engagement, analytics and sales intelligence | Stacks needing a small set of core integrations vs a broad ecosystem hub |
| Pricing level | Premium pricing starting around 10,320 USD per year, Growth near 23,800 USD, Enterprise custom | Enterprise pricing with a median near 65,000 USD per year and large rollouts reaching six figures | Budgets that can support premium vs full enterprise ABM spend |
| Complexity and adoption | Requires onboarding and ops support but has a narrower surface area | Steep learning curve, more modules to configure and longer onboarding for full value | Teams wanting a lighter execution layer vs orgs ready for a major platform rollout |
| ABM breadth | Covers ICP, intent, DSP campaigns and account analytics | Covers end-to-end ABM from account selection and ads to web personalization and reporting | Companies choosing between an ABM media engine and a full ABM operating system |
N.Rich vs. Demandbase: So Which Is Better for ABM?
If your ABM strategy is built around intent-driven programmatic ads with some LinkedIn alignment and you want an execution layer, N.Rich is the more direct fit.
It turns ICP and intent into DSP campaigns, then rolls results into account analytics and velocity scores without trying to take over your whole stack.
Demandbase is built as a central ABM control tower.
It tackles target account selection, multi-channel ads, web personalization, buying group mapping, third-party intent and pipeline analytics in one platform.
You get breadth and depth, along with higher cost, more configuration and a steeper learning curve.
ZenABM as a LinkedIn First, First-Party Lean ABM Alternative
If your main need is first-party accuracy on LinkedIn, account scoring, ABM stages, CRM sync and revenue attribution, a lighter platform is easier to adopt.
This is where ZenABM comes in.
Even for teams running multi-channel ABM, ZenABM adds value through the following features.
Account-Level LinkedIn Engagement Tracking
ZenABM connects directly to the official LinkedIn Ads API and records account-level data per campaign.
You see which companies view and engage with your ads from first-party LinkedIn data instead of noisy IP or cookie matching. A Syft study suggests IP identification accuracy often peaks around 42 percent, so ZenABM treats ad engagement as the stronger intent signal.
Real Time Engagement Scoring & ABM Stages
ZenABM updates engagement scores continuously as accounts interact with your ads. You get a full touchpoint history and can define stages such as Identified, Aware, Engaged, Interested and Opportunity.
CRM Integration and Workflows
ZenABM syncs bi-directionally with HubSpot and supports Salesforce on higher plans. All LinkedIn metrics can be written as company properties in your CRM.
When an account crosses your scoring threshold, ZenABM can update its stage and auto-assign a BDR for timely outreach.
Intent Tagging and ABM Analytics
ZenABM lets you pull intent topics from LinkedIn campaigns and tag each campaign by feature, use case or offer.
Its ABM dashboards tie LinkedIn ads to account engagement, stages and revenue. Because ZenABM tracks deal value and ad spend per company and campaign, it calculates ROAS and pipeline per dollar automatically.
Webhooks, Job Title Analytics & Campaign Objects
ZenABM webhooks send events into your stack for Slack alerts, enrichment flows and other automation.
You can also group LinkedIn campaigns into ABM campaign objects and view performance across markets, personas or creative clusters instead of juggling isolated reports.
AI Chatbot & Multi-Client Workspace
ZenABM includes an AI chatbot on top of your LinkedIn API data and ABM model so you can ask questions like “Which accounts moved from Interested to Selecting last month?” or “What is my pipeline per dollar on retargeting campaigns?”
Agencies can use the multi-client workspace to manage several ad accounts and clients with their own ABM campaigns, dashboards and reporting without constant 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, and all tiers include core LinkedIn ABM capabilities. Higher tiers mainly increase limits and add Salesforce sync.
Every plan comes with a 37-day trial.
Conclusion
N.Rich and Demandbase tackle different layers of the ABM problem.
N.Rich operates as an intent powered media engine that turns ICP definitions and signals into programmatic campaigns and rolls results into account level metrics.
It suits teams that already have a broader stack and mainly need a strong DSP with ABM intelligence.
Demandbase is the heavy suite option. It bundles targeting, ads, site personalization, buying group mapping, intent and analytics into a single platform, with cost and complexity that fit larger, mature ABM programs more than small teams.
If most of your pipeline influence is going to come from LinkedIn anyway, ZenABM is the practical middle path. You get company-level LinkedIn engagement, scores, ABM stages, CRM sync and ROAS metrics without committing to a six-figure platform or rebuilding your entire go-to-market motion around one vendor.
