Fibbler vs ZenABM 🦁 🧘‍♀️ – Which is better for LinkedIn ABM? [Updated April 2026]

When choosing a tool for running ABM campaigns on LinkedIn, many folks compare ZenABM vs Fibbler. They have a similar (affordable!) price point, both share the core functionality of deanonymizing LinkedIn ad engagements on company level, and pushing them to your CRM. But they also have different features and were built for a different purpose.

I know because I’ve used both for my LinkedIn ABM campaigns (I’ve been running a 7-figure ABM program with LinkedIn ads – read my blog post about it here or the Case Study on it published on Kyle Poyar’s Growth Unhinged to find out how I manage it btw!) – in fact, I’ve used them both at the same time (ZenABM for data & revenue attribution, Fibbler for impression capping). Let’s see how they compare in a nutshell so you can make an informed decision whether ZenABM or Fibbler are better for running ABM campaigns on LinkedIn.

Update (April 2026): Since this post was first published, both tools have evolved significantly (oh the joys of building a SaaS in the times of AI! 😁)  ZenABM now supports multi-channel engagement signals (Google Ads, Reddit Ads, organic traffic, and AI chatbot referrals), serves 70+ customers including enterprise companies, and offers extensive implementation services. Fibbler has expanded to support Google Ads attribution (as a paid add-on), added Attio as a CRM integration, and now reports 500 marketers on the platform. Fibbler has also published a “ZenABM Alternatives” article with several claims about ZenABM (most of which weren’t supported by evidence or actual usae of the tool – as you can tell from the lack of any screenshots etc.) that we address in detail at the bottom of this post. I’ve updated this comparison to reflect the current state of both tools.

 

ZenABM vs Fibbler Which is better for ABM? Summary

For those of you who want a quick overview – here’s Fibbler vs ZenABM comparison for LinkedIn ABM in bullet points:

• ZenABM is a tool designed for running ABM campaigns on LinkedIn – with account scoring, campaign (funnel) stages, and intents. As of April 2026, ZenABM also captures engagement signals from Google Ads, Reddit Ads, organic traffic, and AI chatbot referrals, making it a multi-channel ABM platform rather than a LinkedIn-only tool.
• Fibbler is a LinkedIn ads tool, which gives you the raw data (company engagements) for your ad account, revenue attribution and some ROI analytics, plus a few ad optimisation tools. Fibbler now also offers Google Ads company identification as a paid add-on ($59/month extra), tracking up to 1,000 companies per month.
• ZenABM gives you the raw LinkedIn campaign engagement data (impressions, engagements and clicks in 7, 30, and 90 day timeframes + lifetime engagements and custom timeframes) and also allows you to organize them into ABM campaigns (dedicated ABM campaign object – by different target account lists, different creatives, different markets, different products).
• Fibbler provides insights raw LinkedIn campaign engagement data (impressions, engagements and clicks) only.
• How actionable the data is – ZenABM’s data is more actionable than Fibbler’s if you want to use it for e.g. triggering follow up email or LinkedIn campaigns to interested accounts. ZenABM sends readily “processed” data into your CRM (or any other destination via webhooks) – e.g. instead of sending just raw engagement data like impressions, engagements, and clicks – it sends an account score (engagement score), intent (based on which campaigns the accounts engaged with) and account funnel stage (e.g. “aware”, “interested”, “considering”, “selecting”). These ABM account stages are fully customizable and can include both LinkedIn ads touchpoints (any engagements, impressions, clicks) as well as any other interactions – website visits, form fills, webinar signups, lifecycle stages, deal creation etc.  This means you can easily trigger an email campaign to the “interested” accounts only from your Hubspot (based on the “interested” company property), without having to build complex workflows in your CRM.
• ZenABM gives you granular dashboards for each ABM campaign. The data it sends to your CRM (Hubspot/Salesforce) is already “ABM ready”:
  • e.g. which stage of the ABM campaign the account is in (identified, interested, considering, selecting – again, these are fully customizable and based on a combination of ad engagement, and your CRM company properties – you can also add additional ABM stages or remove them as you wish)
  • what is the intent of the company based on their engagements;
  • what is the company engagement score;
  • both raw data (impressions, engagements, clicks) and processed data (account score, campaign stage, intent) get sent as company properties into your CRM.
• Fibbler sends only raw engagement data (impressions, engagements, clicks) into your CRM. It means that in order to use it for ABM, you need to create workflows in your CRM to act on your data.
• ZenABM offers robust an MCP server, rest API and AI chatbot (Zena AI) that can talk to both your ads raw data, and ZenABM data (intents, account stages), and can help you “chat to your LinkedIn ads” and get deep insights into your data without having to download CSV files and upload them to your ChatGPT, Claude, Perplexity or Gemini accounts. The API and MCP servers allow you to plug your LinkedIn ads data into Claude Code and create any bespoke ABM analytics dashboards, reporting, or apps you like.
• Fibbler doesn’t have any AI features as of April 2026.
• ZenABM stores the data from LinkedIn API & processes it inside its database to provide you with additional insights e.g. ability to compare campaign performance between time periods (e.g. this month vs. last month, this quarter vs. same time last quarter, custom timeframes), buying intent, account scoring, ABM campaign stages, and detailed analytics. The data fetching process is almost instant. Data updates every Sunday night for LinkedIn ads data, and every day for Hubspot data.
• Fibbler seems to be a LinkedIn ad API wrapper, which may cause longer data processing times when you have more data and more limited insights (e.g. no pivot view of companies’ engagements per campaign, no ability to compare campaign performance time periods). On the flipside – you can access fresher data (but in shorter time periods, 2-3 days – LinkedIn API returns very little data for privacy reasons.) Fibbler has access to a LinkedIn Company Intelligence API, which main advantage is access to LinkedIn company page engagements (again – on company level) – which are organic, not paid. It doesn’t include contact level organic LinkedIn engagements.
• Both Fibbler and ZenABM have Hubspot and Salesforce integrations. Fibbler also supports Attio. Both tools support webhooks for sending data to tools like Clay, Smartlead, Heyreach etc. But again – because Fibbler doesn’t have account stages, intents etc. – you will be able to send only raw data.
• Both Fibbler and ZenABM have audience insights (campaign engagement by persona).
• Fibbler offers impression capping, campaign scheduling, and audience exclusions. ZenABM is currently waiting for LinkedIn’s API access to implement impression capping, and campaign management workflows are in development – covering a much broader scope than Fibbler’s simple campaign scheduler, allowing end-to-end LinkedIn ad campaign management from within ZenABM.
• Fibbler offers insights into organic LinkedIn page engagements, while ZenABM does not.
• Pricing: Fibbler starts from $89 per month (Growth), $129 (Unlimited), and $159 for an agency plan. Google Ads is a separate $59/month add-on. ZenABM’s paid plans which include the full LinkedIn ABM analytics dashboards, and access to the AI chat – start from $59 and go up to $499 for agency plan (3 client seats + $199 for each additional one).
• Both companies provide a free trial – ZenABM – 37-day free trial; Fibbler – 30-day free trial.
• Customer support: ZenABM offers extensive customer support and implementation services, including LinkedIn ad strategy, ABM strategy programme, and GTM engineering support. Roughly 50% of ZenABM customers opt for the service package, which is a key reason many achieve significant ROI results. Fibbler positions itself as a self-serve, PLG tool – with a team of two serving 500+ users, the level of hands-on support you can expect is naturally more limited.
• Verdict: Choose ZenABM for ABM campaigns on LinkedIn, or if you want very detailed LinkedIn ABM campaign analytics dashboards and multi-channel ROI attribution (for yourself, or your clients as an agency), if you want to analyze your ad engagement data with AI and use chat-based interface to analyze your data, or if you value hands-on implementation support. Choose Fibbler if you want to get organic impressions from your company pages, need campaign scheduling and impression capping right now, or prefer a pure self-serve experience.
  

Want more details? See how ZenABM vs Fibbler compare in this quick feature-by-feature overview (even more details below).

ZenABM vs Fibbler – what’s the difference? Comparison by Use Case & Features

Before I give you a drill down on the differences between ZenABM and Fibbler for each use case, here’s a quick overview:

Fibbler vs ZenABM for ABM (Account Based Marketing)

In a nutshell – ZenABM has been designed with running ABM campaigns on LinkedIn in mind, while Fibbler – for collecting LinkedIn ads insights.

ZenABM supports grouping your LinkedIn campaigns into ABM campaigns (a separate campaign object), which allows it to offer a lot more granular analytics and accurate revenue attribution for both all your campaigns – and each ABM campaign separately:

It provides you with both leading and lagging success indicators and campaign effectiveness metrics:

• Accounts in campaign stages and moving stages
• Pipeline generated in total and per Campaign
• Pipeline per $ spend in a time period (efficiency)

Company Intents for Personalizing your ABM Campaigns:

ZenABM captures company intent signals from company-level ad engagements:

As well as the stages of the funnel each company is in, as defined by you in the “ABM stages”:

ZenABM’s ABM stages are fully customizable (you can define them yourself, add or remove them) – and are based on a combination of LinkedIn Ad engagements, CRM deal or lifecycle stages, and custom properties:

Fibbler doesn’t have any of these features. And this is the main reason why I switched to ZenABM – because using raw data from Fibbler to run ABM campaigns – create the attribution logic per campaign, and analytics dashboards in Hubspot required massive revops and very time-consuming and vulnerable workflows in Hubspot. E.g. this is a workflow for setting ABM stages based on raw impression & click data.

These ABM account stages (or account scoring/funnel stages) are 100% customizable in ZenABM (unlike what Fibbler claims) and do not consist of single clicks – in fact, you can build them out based on several different interactions – both from LinkedIn, your company lifecycle stages, or other company engagements (website visits, Google Ads engagements, form fills, past deals etc.)

ZenABM gives you both the raw data (company engagements, impressions and clicks – in 7, 30 and 90 days, as well as cumulative totals) as well as the processed data – account stages in the awareness funnel and intent.

Fibbler gives you just the raw company engagement data.

Let’s see how the tools compare on those.

Fibbler vs ZenABM – Company Engagement Data and Insights

Fibbler and ZenABM offer similar data when it comes to company-level LinkedIn Ad engagement insights – both give you company engagements, impressions and clicks – in 7, 30 and 90 days, and push these data to your CRM (Salesforce / Hubspot or other CRM via Webhooks).

‼️ The information that ZenABM’s data is limited to 15,000 companies claimed by Fibbler is not true and not even supported in the API documentation linked, and can be easily refuted by looking at company reports and dashboards of our customers running large campaigns to 20,000+ and 30,000+ accounts:

Company engagements in ZenABM:

Company engagements in Fibbler:

ZenABM provides detailed company page for each company with a list of campaigns the company engaged with, and timeline of touchpoints:

As you can see – ZenABM showcases all the data about the company (including intents, ABM campaign its in) on its page. The data is searchable and exportable.

Fibbler doesn’t have dedicated company-level pages. It opens the campaign engagements in a dialogue window – which you cannot search, filter or export.

Due to the technical differences between the tools, ZenABM displays the data much faster. See how the two tools compare in terms of company-level ad engagement data:

How company level engagements are pushed into your CRM with ZenABM vs Fibbler?

ZenABM pushes the Campaign Names per company as an automatically created company property – and Fibbler doesn’t:

You can use the intent data and stage directly to assign the companies to BDRs / push the associated contacts into a specific follow up email sequence.

Meanwhile – this is how Fibbler pushes the company level data into the CRM (Hubspot):

This is why you need to do all the heavy lifting with the workflows to use of that data for your ABM Campaigns.

Fibbler vs ZenABM – Campaign Insights

What about campaigns? Again, both Fibbler and ZenABM provide insights on Campaign Performance.

ZenABM allows you to click on each campaign to see a list of companies that engaged with it:

Fibbler gives you total engagements per campaign, without breaking it down by company:

Note it provides you with ‘influenced deals’ on each campaign level – the tool itself has a disclaimer ‘Note: Deals can appear in multiple campaigns. Use this to spot trends, not to sum totals.’ Since the same deals are attributed to multiple campaigns, it’s hard to see what’s really going on.

Meanwhile – in ZenABM you can group several LinkedIn campaigns into one ABM campaign – and track total influenced pipeline from all the assets in these campaigns. This is particularly helpful when you want to compare how targeting different audiences/ different personas/ different markets/ different messaging – affects pipeline generation, and which campaigns you should double down on.

Fibbler vs ZenABM – Campaign Reporting Dashboards & ROI Analytics

ZenABM was built for strategic ABM performance tracking, while Fibbler is designed for LinkedIn ad analytics and optimization.

In ZenABM, analytics are centered around ABM campaign objects – meaning you can group multiple LinkedIn campaigns into one ABM initiative and measure funnel performance, account progression, and pipeline attribution per campaign. ZenABM’s dashboards go far beyond impressions and clicks: they show pipeline per $ spent, account movement across ABM stages (identified -> aware -> selecting -> won), and ROI by campaign or market segment.

The data is processed and stored in-app, giving instant load times, custom time-period comparisons (e.g., this quarter vs. last), and deduplicated revenue attribution (so the same deal isn’t counted twice across multiple campaigns).

ZenABM provides detailed company attribution journeys – across all main acquisition channels, and on individual campaign (both LinkedIn and ABM campaign), adset – and soon also ad level:

Also – ZenABM’s AI chatbot also lets you query your data conversationally and uncover insights without manual filtering:

It’s also enriched with expert knowledge from LinkedIn posts and webinar transcripts of such LinkedIn ads experts like Tim Davidson, Maximilian Herzeg, Kamil Rextin etc. – making Zena by ZenABM a great co-pilot for asking strategic questions as well:

You can actually try Zena out & get LinkedIn ads advice completely for free, without setting up ZenABM’s account here! (It only won’t have access to your campaign data then of course – so better sign up for a trial 😉)

Fibbler, on the other hand, focuses on ad engagement and revenue data – impressions, clicks, and deals influenced by campaign. It lacks ABM segmentation, intent scoring, and de-duplication, which can lead to inflated or unclear ROI metrics when deals appear across several campaigns. Its dashboards show total engagements and influenced revenue, but not pipeline per campaign or funnel stage movement.

Fibbler provides only limited “ROI reporting” which is based on the timeframes you’ve selected for your entire ad campaign. ZenABM breaks the reporting up by the specific ABM campaigns you’re running. It also gives the all-time analytics for all your LinkedIn Ads in the main dashboard.

Also – ZenABM allows you to report on more metrics:

• Pipeline per $ spent
• Progression of the accounts through the funnel – different campaign stages (from “aware” to “closed won”)
• ROI per ABM campaign

Let’s see how the analytics in the two tools compare:

In short:

• ZenABM = full-funnel ABM analytics + AI insights + clean revenue attribution.

• Fibbler = raw ad performance + basic ROI view for media optimization.

Fibbler vs ZenABM – AI features

This is probably the most significant difference.

ZenABM integrates an MCP server, Rest API and an AI chatbot that allows you to query your LinkedIn ad and ABM data in natural language – asking questions like “Which accounts moved from Interested to Selecting this quarter?” or “What’s my pipeline per $ spent across campaigns?” 

It also allows you to connect your LinkedIn ads performance and ZenABM data to any LLM easily – e.g. Claude Code – and build bespoke dashboards, analytics and LinkedIn ads performance repots that are fully tailored to your company’s needs, and even build agents yourself to act on your data (e.g. execute outreach).

Its AI layer pulls from both raw LinkedIn engagement data and ZenABM’s processed insights (intent, account scoring, funnel stages), giving you on-demand, context-aware answers & recommendations. ZenABM gives you useful starter prompts and then follow up prompts for each query:

This makes it far more interactive and actionable for marketers to understand how their LinkedIn ad ABM programs are performing. If you’re still copying and pasting your LinkedIn ad performance data – try ZenABM with AI chatbot and chat to your LinkedIn ads for free.

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ZenABM’s Zena AI chatbot bases its answers on information from several different LinkedIn APIs and user CRMs, using the latest and most advanced LLM models most appropriate for each task. It has also been trained on LinkedIn posts from top LinkedIn ad experts and webinar transcripts from the ABM Bootcamp conducted by these experts. This means the AI doesn’t just report numbers – it interprets them with domain expertise.

Fibbler, on the other hand, currently has no AI functionality or MCP infrastructure. It focuses purely on extracting and displaying raw engagement and revenue data from LinkedIn Ads, leaving any interpretation, analysis, or workflow automation to be built manually inside your CRM or BI stack. In short: ZenABM turns your ABM data into a conversation – Fibbler just hands you the spreadsheet.

Fibbler vs ZenABM – Pricing

Both Fibbler and ZenABM offer very affordable pricing – so it won’t be a major barrier for either tool.

Fibbler begins at $89/month for its Growth tier, which is limited to just 3 data synchs, 3 impression caps or 3 campaign shedules. To unlock more, you need to upgrade to $129/month for the Unlimited tier, and $159/month for the Agency plan (2 seats). Note that Google Ads company identification is a separate paid add-on at $59/month, bringing the effective cost to $148+/month if you need multi-channel coverage.

ZenABM  – ZenABM’s starter plan gives you company-level LinkedIn ad engagement insights, and pushes the company-level engagement data as custom properties in your CRM. To get access to ZenABM’s analytics dashboards, webhooks or the AI capabilities, pricing starts at $59/month for its Starter tier and scales up to $149/month for the Pro tier, offering account scoring, LinkedIn company intent insights, and full ABM dashboards. Multi-channel engagement signals (Google Ads, Reddit Ads, organic traffic, AI chatbot referrals) are included in all paid plans at no extra cost.

 

Fibbler vs ZenABM – Free trial

Both Fibbler and ZenABM offer free trials – of 30 and 37 days respectively. ZenABM offers a FREE plan and a “reverse trial” on the FREE plan – you get access to all ZenABM’s features in the 37 day free trial, and then get downgraded to a free plan unless you upgrade.

Fibbler vs ZenABM – other features (LinkedIn campaign optimization)

LinkedIn Audience Job title insights – ZenABM vs Fibbler

Both Fibbler and ZenABM offer insights into Audience engagement (job titles etc.) and account journeys:

ZenABM offers more granular insights into each job title’s engagement – a breakdown by campaigns and campaign groups, video views per job title

Fibbler doesn’t offer video views insights, nor a timeline of the engagements by job title.

Let’s see the differences between these two tools in terms of features that don’t overlap:

• • Impression capping
  • Campaign scheduling
  • Job title exclusions
    

    

    

At the time of this update (April 2026), Fibbler offers impression capping, campaign scheduling and job title exclusions. ZenABM is currently waiting for LinkedIn’s API access to implement unlimited impression capping, and in the meantime – offers limited impression capping in beta (upon request). ZenABM’s campaign management workflows are in active development and will cover a much broader scope than Fibbler’s simple campaign scheduler – they will allow you to manage your LinkedIn ad campaigns end-to-end from within ZenABM, rather than just scheduling the times when your ads appear. Impression capping is also something that can be done natively with LinkedIn Campaign Manager’s audiences.

Fibbler vs ZenABM – Data accuracy & Company Match Rate

The technological differences between Fibbler vs ZenABM lead to how much data each tool is able to display to you.

LinkedIn API obfuscates data that are fewer than 3 clicks or that came from fewer than 3 members in any specific timeframe:

Now, the practical implications for this is that if you query LinkedIn API in real time for short timeframes – you get very little data. This is what happens when you ask Fibbler for 7 day data.

ZenABM fetches your 7 day date range out of its own database, where it stores your data for the longest permissible time period.

Fibbler vs ZenABM – all differences – summary

Again – in sum: Fibbler is LinkedIn ads optimization/attribution tool. ZenABM is a tool for running ABM campaigns on LinkedIn (and now across multiple channels), using the de-anonymized company engagement data for account scoring etc.

Let’s look at the quick summary of main differences between Fibbler and ZenABM: functionality (LinkedIn ads vs. account scoring) – especially for ABM, technological, performance, data quality and scope, and of course – pricing and integrations.

• ABM functionality – since we’re comparing the tools based on their fit for running ABM campaigns on LinkedIn – ZenABM is a tool designed with this in mind, and allows you to group your LinkedIn Campaigns by ABM campaigns and see segmented analytics at all:This includes:
  • ABM stages = funnel stages and account scoring for each company in your ABM campaigns based on LinkedIn Ad engagements & CRM data;
  • 1st party company intent – based on the company engagements with different campaigns, ZenABM gives you intent data – what each company seems to be most interested in based on their LinkedIn ad engagements.
    
• ABM Campaign analytics dashboards & LinkedIn ABM revenue attribution – ZenABM combines data from your LinkedIn Campaign Manager with the data from your CRM to provide Revenue Attribution and detailed reporting on how each of your ABM campaigns is performing. In ZenABM, there are two types of dashboards: general dashboard, with aggregated data from all your LinkedIn Ad campaigns, filterable by time frames and other metrics – and ABM campaign dashboards – one for each campaign you are running (which can include multiple different LinkedIn campaigns).The general ABM analytics dashboard includes key ABM metrics like ROAS, pipeline per dollar spent, ABM Campaign effectiveness, ABM campaigns progress, Top Performing ABM.In Fibbler, you only see Total Ad Spend, Total “Influenced pipeline” and “Total influenced revenue” – without any breakdown by ABM campaign. As a result – you can’t really compare the effectiveness of your different ABM campaigns – only each of your LinkedIn campaigns one by one – because Fibbler does not provide an “ABM Campaign” object. This was really annoying for me when using Fibbler, as I then had to build all these custom dashboards on Hubspot.
• Actionable data – ZenABM’s data is more actionable than Fibbler’s if you want to use it for e.g. triggering follow up email or LinkedIn campaigns to interested accounts. ZenABM sends readily “processed” data into your CRM (or any other destination via webhooks) – e.g. instead of sending just raw engagement data like impressions, engagements, and clicks – it sends an account score (engagement score), intent (based on which campaigns the accounts engaged with) and account funnel stage (e.g. “aware”, “interested”, “considering”, “selecting”). This means you can easily trigger an email campaign to the “interested” accounts only from your Hubspot (based on the “interested” company property), without having to build complex workflows in your CRM.
• Multi-channel engagement signals – As of April 2026, ZenABM captures engagement signals from LinkedIn Ads, Google Ads, Reddit Ads, organic traffic, and AI chatbot referrals – all included in paid plans at no extra cost. ZenABM is also implementing website visitor deanonymization. Fibbler offers Google Ads as a paid add-on ($59/month, capped at 1,000 companies/month) and organic LinkedIn page engagements. ZenABM’s multi-channel approach gives you a more complete picture of how your target accounts are engaging across your acquisition channels.
• LinkedIn Campaign Management features – this is where Fibbler offers more features right now. At the time of this update, Fibbler offers:
  • Impression capping
  • Campaign scheduling
  • Audience exclusions
    

    

    

  ZenABM is currently waiting for LinkedIn’s API access to implement impression capping. The campaign management workflows in development will be broader in scope, covering end-to-end LinkedIn ad campaign management rather than just time-based scheduling.

• Performance: Fibbler sometimes (when you have a lot of data) takes *a lot* longer to fetch your data, and with longer time periods (e.g. 6 months) and larger accounts (targeting 10,000+ companies, with many campaigns etc.) – it can take up to minutes to even show you any data. ZenABM shows you data practically in real time. This is due to the technological difference mentioned above – and LinkedIn API call response time.
• Data scope & accuracy: ZenABM may offer better data accuracy in short time periods, due to its unique data processing algorithm.
• Pricing – both tools have similar pricing – with ZenABM currently cheaper for the lowest plan ($59 vs $89) and offering a free plan. However, if you need Google Ads coverage with Fibbler, the add-on brings the cost to $148+/month vs ZenABM’s $59/month which already includes multi-channel signals.
• Integrations – at this point, ZenABM integrates with Hubspot and Salesforce + Webhooks, while Fibbler also offers Attio.
• Customer support and services – ZenABM offers extensive customer support and implementation services, including LinkedIn ad strategy, ABM strategy programme, and GTM engineering support. About 50% of ZenABM customers go with the service package, which is a key driver of the strong ROI results our customers achieve. Fibbler, as a two-person team serving 2,000+ users with a fully self-serve PLG model, naturally provides more limited hands-on support.

Fibbler’s Objections Against ZenABM – Addressed

Fibbler recently published a “ZenABM Alternatives” article that contains several claims about ZenABM. We believe in transparency, so rather than ignoring these claims, we want to address each one directly. Here are the 9 specific objections from Fibbler’s article and our responses.

1. “Legacy API Data Cap” – Claim: ZenABM relies on a legacy API capped at 15,000 companies

This claim is simply inaccurate. The LinkedIn API documentation that Fibbler references as their source does not state anywhere that the companies we can fetch are capped at 15,000. As many ZenABM users can confirm by looking at their own analytics dashboards, they are able to see far more than 15,000 companies in ZenABM. We encourage anyone skeptical of this to sign up for the free trial and see the data volume for themselves.

2. “Misleading Funnel Stages” – Claim: ZenABM’s automated account categorization creates “ABM Theater”

This claim is untrue and misleading. ZenABM’s funnel stages are fully customizable by every user. They can be built based on any combination of LinkedIn ad engagements – for example, the volume of engagements over time (e.g. three clicks, five engagements, and ten impressions in the last 7, 30, or 90 days, or any other custom time period):

 

They can also be built by combining LinkedIn engagement data with any other properties that exist on the company level in the user’s CRM – form submissions, website visits, webinar sign-ups, deal stages, lifecycle stages, and any custom property:

ZenABM provides some default funnel stages to help new users get started quickly, but these defaults can be changed in a few clicks to match whatever engagement model and business logic makes sense for your specific ABM programme. Calling fully customizable, multi-signal account stages “ABM Theater” misrepresents how the feature actually works and shows lack of research and understanding.

3. “AI Unreliability on Partial Data” – Claim: Zena AI generates “confident” answers from incomplete datasets

ZenABM’s AI chatbot Zena bases its answers on information available from several different LinkedIn APIs and user CRMs, using the latest and most advanced LLM models most appropriate for each specific task. It has also been trained on LinkedIn posts from top LinkedIn ad experts and webinar transcripts from the ABM Bootcamp sessions conducted by these experts.

Zena provides context-aware analysis that pulls from both raw LinkedIn engagement data and ZenABM’s processed insights (intent signals, account scoring, funnel stages). The AI layer doesn’t operate on “fractional market information” – it operates on the same comprehensive data set that powers ZenABM’s dashboards, enriched with domain expertise from leading practitioners.

See the examples of questions you can ask Zena, and anwers it provides – below:

A lot of this data is pulled from LinkedIn APIs, some in real time – so calling it inaccurate = calling LinkedIn ad data inaccurate. Well, no data is perfect – but that’s life 😉

 

4. “Pricing Deception” – Claim: ZenABM’s $59/month starter plan is “severely limited”

We are not sure what Fibbler means by “pricing deception.” ZenABM’s Starter plan at $59/month is designed for small companies that are just beginning their ABM journey and don’t need to run multiple ABM campaigns simultaneously or maintain a complex campaign structure. This plan is currently used by several happy ZenABM customers who simply have smaller budgets and smaller needs. Not every company needs an enterprise-grade setup from day one.

By the same logic, Fibbler’s own Growth plan at $89/month severely limits Fibbler’s core functionality: it offers only up to 3 campaign syncs, up to 3 signals, and up to 3 impression caps or campaign schedules. It also does not include Salesforce integration. So if “limited starter plans” constitute “pricing deception,” then both tools (and virtually every SaaS product with tiered pricing) would be guilty of the same thing.

The difference is that ZenABM’s Starter plan is $30/month cheaper than Fibbler’s equivalent tier, and ZenABM also offers a completely FREE plan that Fibbler does not.

5. “Single-Channel Limitation” – Claim: ZenABM only tracks paid LinkedIn Ads

This claim is outdated. As of April 2026, ZenABM is not limited to a single channel. ZenABM currently offers engagement signals from all major acquisition channels, including:

• LinkedIn Ads (the core product)
• Google Ads
• Reddit Ads
• Organic traffic
• AI chatbot referrals

These are all included in ZenABM’s paid plans at no extra cost.

ZenABM, unlike Fibbler, also provides contact level information – where contacts have already been captured on your website – and a full company activity history:

Fibbler doesn’t provide any of the above.

ZenABM is also currently implementing additional website visitor deanonymization, including traffic from Google Ads, through the same service provider that Fibbler uses (Leadfeeder).

By contrast, Fibbler charges an additional $59/month for Google Ads company identification as a separate add-on, capped at 1,000 companies per month.

Fibbler does not currently offer Reddit Ads, organic traffic, or AI chatbot referral tracking.

6. “Missing Lift Analysis” – Claim: ZenABM lacks native capability to measure incremental campaign impact

Fibbler’s “lift analysis” refers to a metric that compares the ACV (average contract value) of LinkedIn Ads-influenced deals to the average ACV of deals that have not been influenced by LinkedIn Ads. While this sounds useful on the surface, this metric actually produces a false sense of success for LinkedIn ads.

Here’s why: most marketers running ABM campaigns on LinkedIn deliberately select target accounts to target. These accounts tend to be larger companies with a higher propensity to pay. The deals that come from outbound strategies like account-based marketing naturally tend to be larger than the average size of inbound deals. Comparing ABM-influenced deal sizes to your overall average deal size and calling the difference “lift” is a misleading attribution of causation.

ZenABM allows to easily calculate the average ACV for every ABM campaign run across the LinkedIn ads platform. Our users can easily compare the average ACV from specific ABM campaigns or older campaigns to the average ACV for all companies in their CRM.

We intentionally do not replicate all CRM data to compare LinkedIn Ads-influenced deal ACV to non-influenced deal ACV inside our product, because we believe this metric can be misleading and may lead to poor decision-making.

True lift analysis requires controlled experimentation (e.g. holdout groups), not a simple ACV comparison between self-selected cohorts.

ZenABM provides detailed deal analysis, and allows you to see not only how many impressions, engagements and clicks each company got before and after the deal was opened: but also different ABM and LinkedIn ad campaigns influence on the deal:

7. “Unproven Track Record” – Claim: ZenABM has only ~10 customers and zero G2 reviews

Claiming that ZenABM has only 10 customers because we list 10 logos on our website is like claiming that Fibbler has only four customers because it lists four customer logos on its homepage. This is, of course, an absurd argument.

Yes, ZenABM has been on the market for a shorter time than Fibbler. Yes, it’s built by a team of engineers and product-first marketers that have focused on building ZenABM’s product the best product for the  Linkedin-fist ABM campaign use case – so we didn’t have the time to chase G2 reviews. But full disclosure: We currently serve ~70+ happy customers, including in-house marketing teams and LinkedIn ads agencies with several clients on enterprise plans. We serve both SMBs and large, publicly listed enterprise companies.

Here are some of our published customer success stories:

• FlowFuse Case Study
• Productive Case Study
• Valueships TLA Case Study

Unlike Fibbler, ZenABM offers extensive customer support and implementation services, including LinkedIn ad strategy and ABM strategy programmes, as well as GTM engineering support and implementation. This is one of the key reasons why many of our customers – roughly 50% who go with the service package – have achieved significant results from their ABM campaigns in terms of ROI on budget spent and pipeline per dollar spent.

Meanwhile, none of Fibbler’s case studies mention the impact of Fibbler’s support on their customers’ success. As a two-person company serving 2,000+ users and proudly positioning itself as completely self-serve and PLG, you may wonder what kind of hands-on support you would actually receive from a team spread that thin.

8. “Missing Operational Features” – Claim: Campaign scheduling and impression capping remain unimplemented despite roadmap promises

ZenABM is currently waiting for LinkedIn’s API access in order to implement impression capping. This is a LinkedIn platform dependency, not a product decision. Campaign management is in active development and will cover a much broader scope than Fibbler’s simple campaign scheduler. ZenABM’s workflows will allow you to manage your LinkedIn ad campaigns end-to-end from within ZenABM, rather than just controlling the times when your ads appear. We prefer to build comprehensive campaign management rather than rush a minimal feature to market.

9. “Conflicting with Market Reality” – Claim: ZenABM’s automated intent stages ignore the “95:5 rule”

Once again, Fibbler is misleadingly and incorrectly claiming that ZenABM’s ABM account stages are fixed and “automated.” As explained in detail in point #2 above, ZenABM’s ABM account stages and account scoring are fully customizable. Users define their own stages, set their own thresholds, and combine LinkedIn engagement signals with any CRM properties they choose. There is nothing “automated” about them in the way Fibbler describes – they are as sophisticated or as simple as the user wants them to be.

The “95:5 rule” (the idea that only 5% of your market is in-market at any given time) is a valid marketing concept. But it has nothing to do with how ZenABM’s stages work. ZenABM’s stages reflect the observed engagement behavior of specific accounts with your specific campaigns, combined with your CRM data. They don’t claim to predict who is “truly buying” – they show you who is engaging and to what degree, based on rules you define. That is the entire point of first-party intent data.

A note on the relationship between our companies

Yes, ZenABM’s founder’s wife (yours truly) is a former customer of Fibbler. This was a long time ago, but it seems to be an issue for one of Fibbler’s founders, who has communicated it in several disgruntled LinkedIn posts. But hey, we’re doing software comparisons here, not therapy 😉  The reason why ZenABM exists is that I couldn’t find a single tool that would do all I needed well – this included Fibbler (yes, after making feature requests first, and hearing the company is not going in that direction).

From the start, ZenABM has been built with ease of use and the ABM use case in mind, and is planning to focus on end-to-end campaign management and smart, AI-powered insights. Fibbler started as a simple LinkedIn ads management tool and now seems to be moving in the direction of general marketing ROI attribution. The two tools serve different needs and have a different focus. Ultimately, it’s up to you to decide which one is a better fit for your use case – and the best way to decide is to try them yourself and compare which one works better for what you need.

Try ZenABM for free for 37 days and get 90 days of your data backfilled instantly.

Conclusion

Hope this post helped you understand the differences between Fibbler and ZenABM and evaluate which tool is better for your needs. The two tools were built for different purposes – ZenABM for running and measuring ABM campaigns across multiple channels, Fibbler for LinkedIn ad analytics and optimization. Since both tools offer free trials – the best way to really learn what works best for you is to sign up for each and find out.