In this article, I have compared Factors.ai vs. ZenABM based on their features, pricing, and ideal uses to help B2B marketing and sales teams decide which one fits their account-based marketing strategy (or if they might need both).
Read on…
In case you don’t have 15-20 mins, here’s a quick overview:
Factors.ai positions itself as an “all-in-one” ABM intelligence and analytics platform for B2B marketing teams.
Its core philosophy is to unify data from your website, ad campaigns, and CRM to show a complete buyer journey at the account level and then help you act on those insights.
Below are its key features, pricing structure, and use cases.
Factors.ai can track and attribute marketing touches across channels (e.g. website visits, ad clicks, email, CRM events) and assign credit using various models.
In fact, Factors supports about nine attribution models from first-touch and last-touch to linear, time-decay, and position-based (U-shaped, W-shaped) and even lets you compare two models side by side.
Marketers get a detailed view of which campaigns and content influenced pipeline and revenue, rather than relying on single-touch metrics.
All interactions roll up into an Account Timeline view that shows each account’s chronological journey across anonymous web visits, ad engagements, and sales touches.
A hallmark of Factors.ai is identifying which companies are visiting your website, even if those visitors remain anonymous.
Using IP lookup and data partners (Clearbit Reveal and 6sense), Factors.ai claims to deanonymize up to ~64% of anonymous traffic by matching IP addresses to company domain info.
In practice, this means when someone from Acme Corp visits your site, Factors.ai might detect their company and show “Acme Corp” in your dashboard (along with firmographics like industry, size, etc.).
This site-to-account matching populates the “Account Intelligence” module so you know which target accounts are engaging on your web properties.
Important caveat: IP-based identification isn’t perfect, and studies like the one from Syft show it’s only ~42% accurate at best.
So, I suggest using this clever hack with ZenABM to reveal anonymous website visitors for free: Retarget them with inexpensive LinkedIn text ads, and ZenABM will identify the companies that saw your impressions.
Factors.ai enriches account profiles with firmographic data and intent signals.
Through Clearbit, it can pull firmographics (industry, employee count, revenue range, location, etc.) for identified accounts.
Through 6sense or other intent sources, it can indicate the buying stage or intent topics for the account.
All of an account’s engagement data (web pages viewed, ads clicked, or even just seen as impressions, form fills, etc.) is aggregated and distilled into an engagement score per account.
Also, the Scoring models can be customized, combining fit (firmographics) with engagement level to highlight which accounts are “warm.”
Factors.ai integrates natively with major ad platforms like LinkedIn, Google Ads, Facebook/Meta, and Microsoft Ads to pull in campaign performance data and even push audiences.
Uniquely, it offers an AI-assisted tool called LinkedIn AdPilot, which helps automate LinkedIn ABM campaign management.
AdPilot can automatically control audience targeting (e.g. build dynamic LinkedIn audience lists based on account segments in Factors) and apply impression caps at the account level so that no single target company is over-served with ads.
Factors.ai also tracks impression-level data for LinkedIn ads, not just clicks, enabling view-through attribution, so you can credit ads that influenced accounts even if they never clicked.
Pro Tip: Like Factors.ai, ZenABM tracks company-level LinkedIn ad engagement down to impressions, not just clicks, but it goes further. It shows exactly which ads each account interacted with, revealing what they’re interested in, not just that they engaged.
You can tag campaigns by theme or feature, and ZenABM will display each account’s intent signals while syncing both qualitative and quantitative engagement data to your CRM.
This helps BDRs see not only which accounts are hot, but why, making outreach sharper and more relevant.
Beyond attribution reports, Factors.ai offers dashboards for ABM analytics.
For instance, users can see metrics like “Visits by target account,” “Pages per account,” “Ad impressions per account,” etc., to gauge account engagement on the website and ads.
It also has pre-built ABM dashboards (unlocked in higher plans) that showcase things like which campaigns drive the most account engagement, how many target accounts are in each stage of the funnel, and the pipeline influenced by marketing.
Users can create custom reports (the number of custom reports increases with higher tiers – e.g. Basic allows ~10 custom reports).
However, some reviews on G2 note that report customization in Factors.ai can be somewhat limited.
The same reviews also note these issues:
Factors.ai offers a multi-tier pricing model with a free entry-level plan and several paid packages. P
Pricing details for the paid tiers are not publicly listed; instead, the site emphasizes “custom pricing built for your needs” and encourages booking a demo for a tailored quote.
The official site outlines four tiers:
All plans share core features like account identification and analytics infrastructure.
Factors.ai also provides a free trial so teams can validate the platform’s value upfront before committing.
ZenABM is purpose-built for LinkedIn-centric ABM orchestration, measurement and attribution.
Let’s break down ZenABM’s key capabilities.
ZenABM connects directly to the official LinkedIn Ads API to pull detailed engagement data at the account level.
In practical terms, this means for every LinkedIn ad campaign you run, ZenABM will show you exactly which target companies saw your ads (impressions) and which engaged (clicks, etc.), and how many times.
For example, you can open ZenABM and see that Company X had 15 ad impressions and 2 clicks on your “Product Webinar” campaign, Company Y had 8 impressions and 1 click, and Company Z saw 20 impressions with 0 clicks, and so on.
Because this data comes straight from LinkedIn’s logged-in user info, it’s highly accurate first-party data (no reverse IP guesswork needed).
Similar to how marketing automation tools score leads, ZenABM scores accounts based on their engagement on LinkedIn.
The platform continuously calculates a Current Engagement Score for each target company, factoring in recent ad interactions (impressions, clicks, etc.) as well as historical engagement over time.
For instance, an account that suddenly had a spike of 50 ad engagements in the past 5 days would get a high current score.
ZenABM highlights these hot accounts so your sales team knows who might be receptive right now.
ZenABM allows you to define a simple funnel of ABM stages (for example: Identified → Aware → Interested → Consideration → Won).
It then automatically sorts each account into these stages based on rules you set or default benchmarks.
For instance, you might set: “Aware” = any account with ≥50 ad impressions, “Interested/Engaged” = account with ≥5 ad clicks or form fill, “Consideration” = demo booked (from CRM).
This way, your ABM dashboard in ZenABM shows how many accounts are at each stage at any given time, essentially also giving you funnel-leak analysis which is the information that in at whcih stages does progression slow down or target accounts leave the pipeline.
More powerfully, ZenABM uses these stage thresholds to trigger actions: when an account crosses into “Interested,” ZenABM can automatically mark that in the CRM and assign a BDR to it.
ZenABM’s integration with CRMs, particularly HubSpot (available on all plans) and Salesforce (on higher plans), is central to its workflow.
It pushes LinkedIn engagement data into the CRM as custom company properties.
For example, ZenABM will populate fields like “LinkedIn Ad Impressions (Last 7 days)” or “LinkedIn Clicks (Last 30 days)” on the account record in HubSpot.
It even pushes qualitative intent, like which specific campaigns the account engaged with and how much..
This means a sales rep looking in HubSpot can see not just that Account ABC had 20 ad engagements, but also see a breakdown like “Engaged with X intent ads”, etc.
All that without leaving their CRM.
Moreover, the integration is bi-directional in that ZenABM also pulls deal info from CRM.
For instance, to know if a target account later enters the pipeline or closes, so it can attribute that back to the ad campaigns.
One standout feature is how ZenABM handles intent signals based on ad content themes.
You can tag each LinkedIn campaign in ZenABM with an “intent category” or theme.
For example, label one campaign as “Feature: Integration” and another as “Pain Point: Security”, etc. ZenABM then tracks which companies engage with which theme.
This gives you first-party intent data that’s very specific: you learn what topic resonates with each account.
For instance, you might discover Account XYZ clicked on two ads related to “Security compliance” features – indicating that’s a key interest – whereas they ignored “Ease of use” ads. ZenABM will sync these intent tags to the CRM as well (often via multi-select fields or text tags on the account).
When BDRs reach out, they now have qualitative insight: they know exactly which message to lean on for that account.
This approach contrasts with traditional third-party intent, where you get generic signals like “company X is researching CRM software.”
Here, it’s your content providing the signal (e.g. “company X interacted heavily with our analytics feature ads,” which is incredibly actionable).
It’s free intent data bundled in.
You’re not paying Bombora or 6sense for intent; it’s derived from your own LinkedIn campaign engagements.
ZenABM comes with plug-and-play dashboards that visualize your ABM program’s performance from awareness to revenue.
For example, one dashboard shows the number of target accounts at each stage of the funnel (Identified, Aware, Engaged, etc.) over time, so you can see conversion rates between stages.
Another dashboard ties ad spend to outcomes: since ZenABM knows how many deals and how much pipeline resulted from the accounts that saw/clicked ads, it can calculate LinkedIn Ads ROI, pipeline generated per dollar, or even revenue per campaign.
Essentially, you get a straightforward answer to “Did our LinkedIn ABM campaign actually drive deals?” – ZenABM can show that, say, Campaign A influenced $500K in pipeline and $100K closed-won, versus Campaign B only $50K pipeline.
The platform can also display metrics like total impressions, clicks, CTR, average deal size by campaign, etc., all segmented by account or campaign group.
Since ZenABM shows exactly which accounts engaged with which campaigns, it’s easy to do stage-based or persona-based retargeting.
For instance, you could take all accounts that reached the “Interested” stage (engaged heavily but haven’t booked a demo yet) and push them into a LinkedIn Matched Audience for a follow-up campaign with a more product-centric message.
Or you could see that a certain subset of accounts engaged with your “Competitor Comparison” ads.
You might then retarget those specific accounts with a case study ad to push them further.
ZenABM doesn’t automate the ad creation (you still build campaigns on LinkedIn), but it provides the intel on who to retarget and with what content.
ZenABM also supports custom webhooks, so you can put ZenABM into your workflow wherever you want!
Plans start at $59/month for Starter, $159/month for Growth, $399/month for the Pro (AI) tier, and $479/month for the agency tier.
Even the highest tier costs under $7,000/year.
All plans cover essential LinkedIn ABM functions, with higher tiers mostly expanding limits or adding Salesforce integration.
Pricing is flexible (monthly or annual with two months free), and a 37-day free trial allows teams to try before buying.
Both platforms help B2B marketers identify and engage target accounts using distinct ABM strategies that improve personalization and conversion.
Here’s how they differ:
Factors.ai is multi-channel, spanning display, social, and web analytics, and integrates with marketing automation and CRM tools.
ZenABM focuses entirely on LinkedIn, prioritizing simplicity and high-fidelity first-party engagement data over breadth.
Both tools share some ABM fundamentals (account scoring, basic intent, funnel stage tracking), but the execution and depth differ.
Factors.ai offers robust, customizable analytics and numerous integrations, whereas ZenABM emphasizes ready-made simplicity.
For example, Factors.ai’s account scoring can incorporate many weighted inputs (ad touches, site visits, email engagement, etc.) and is user-defined or even augmented by AI models in the future. ZenABM’s scoring is simpler, primarily based on recency and volume of LinkedIn engagements.
On ABM funnel stages: Factors lets you track account stages too (especially via integration with CRMs), but ZenABM automatically updates and operationalizes stages out-of-the-box.
Sales alignment: Factors.ai provides insights to sales (e.g. sends Slack alerts or pushes scores to CRM), but ZenABM directly assigns BDRs and injects very granular engagement info into the CRM, acting almost like a lightweight sales automation tool.
Factors.ai offers comprehensive multi-channel analytics, integrating ad, web, and CRM data to track funnel impact and ROI. It’s robust but can be complex to configure.
ZenABM simplifies attribution, mapping ad-engaged accounts directly to CRM opportunities and showing pipeline and revenue per campaign in a clean, deal-specific view.
Factors.ai’s setup can feel heavier due to its integrations and analytics depth.
ZenABM is lightweight and plug-and-play. You can start by connecting LinkedIn and CRM and defining a few thresholds (no onboarding calls needed).
ZenABM is dramatically cheaper (starting at $59/month) and self-service.
You can scale up or pause anytime.
Factors.ai, with its deeper analytics stack and integrations, comes at a higher price and is best suited for larger GTM teams managing multiple marketing channels.
For lean B2B teams focused on LinkedIn-driven ABM, ZenABM offers a faster, more affordable on-ramp to first-party intent data.
Consider these points while deciding the better:
ZenABM and Factors.ai share a lot of similarities, but their focus differs.
ZenABM stands out with its qualitative LinkedIn intent tracking.
It tells you exactly which ads your target accounts engage with and what topics they care about.
However, it’s built specifically for LinkedIn and doesn’t support multi-channel orchestration.
Factors.ai, on the other hand, is a broader ABM and analytics suite.
It also tracks LinkedIn ad engagement at the account level, but it lacks campaign-level qualitative intent and attribution.
If you’re running a lean, LinkedIn-centric ABM program, ZenABM is the better fit.
Book a demo here to know more or try it for free to see how it can connect ad engagement to real pipeline impact.
