N.Rich vs. Madison Logic: Which is Better for ABM?17 min read

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

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

• N.Rich is an execution focused ABM platform built around its own DSP, CRM driven ICP builder, intent scores, and account analytics for mid-market and enterprise teams.
• Madison Logic is an enterprise ABM platform that leans on third-party intent, content syndication, and multi-channel reach across display, LinkedIn, CTV, and digital audio.
• N.Rich is known for consent-based intent, transparent tiered pricing, and clear opportunity attribution that links ad views, web sessions, and deals.
• Madison Logic stands out for omnichannel coverage, a large account and contact graph, and ML Insights-powered dashboards that surface in market accounts.
• 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 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.

Madison Logic Overview: Key Features, Pricing, and Reviews

Madison Logic is an enterprise ABM platform built to put your paid programs in front of named accounts across several channels at once.

Here is a shorter look at what it does, what it costs, and how users feel about it.

Key Features of Madison Logic

The Activate ABM™ platform bundles content syndication, ads, and intent data in one system.

Multi-Channel Advertising

Madison Logic coordinates content syndication, display, LinkedIn ads, CTV, and digital audio from one platform.

You can reach target accounts via assets such as whitepapers, webinars, LinkedIn Sponsored Posts, and streaming TV spots.

Intent Data & Account Prioritization

Madison Logic claims over 20 years of B2B intent data and a large graph of accounts and contacts across many industries.

These signals feed ML Insights, which scores and prioritizes accounts considered in the market.

ABM Content Syndication

The platform can syndicate your content through its publisher network to generate MQLs from target accounts.

Madison Logic promotes strict filters, but some marketers see syndication as opaque and uneven in lead quality, with one Redditor calling it “a blind network with no way of filtering out of spec leads.”

ABM Display & Social Ads

Madison Logic runs programmatic display and LinkedIn campaigns against your account list.

As a LinkedIn Marketing Partner, it can sync account segments into Campaign Manager and include LinkedIn as part of orchestrated sequences.

The aim is sustained account exposure across display, social, and other channels, although display networks still struggle with banner blindness and fake traffic.

Connected TV & Audio Ads

Madison Logic also offers CTV and digital audio campaigns, which only a few ABM vendors handle, as long as you have budget and creative capacity.

Analytics and Attribution

ML Measurement and the ML Intent Dashboard tie engagement back to pipeline and revenue.

The Intent Dashboard, launched in late 2025, centralizes intent, engagement, and benchmarks, then surfaces hot accounts and suggested next actions.

You get views of account engagement, cross-channel performance, pipeline impact, and movement through stages.

Data Sources and Targeting Capabilities

Madison Logic built its edge on deep intent data.

Its data arm later became Bombora, and the platform still blends first-party engagement with Bombora Company Surge plus firmographic and technographic data in the ML Data Cloud.

Targeting is based on firmographics and job details, so you can reach specific roles and regions through syndication, display, and LinkedIn.

However, third-party keyword surge intent often skews toward curiosity rather than true purchase intent, and some G2 reviews mention a heavy top-of-funnel skew.

Pro Tip: Third-party surge data can be expensive and noisy. ZenABM takes a different route and focuses on first-party qualitative intent by tracking how companies interact with each LinkedIn ad you run. You tag campaigns by theme, and ZenABM groups companies by what they actually click.

This gives sales and marketing concrete interest signals instead of guesswork.

Madison Logic’s Integrations: Fitting into the Martech Stack

Madison Logic hooks into major CRM, MAP, and sales tools, making it a fit for complex B2B stacks, although setup effort and maintenance can vary.

Madison Logic Pricing: How Much Does It Cost?

Madison Logic does not publish pricing publicly, which usually means custom enterprise deals.

Public benchmarks suggest:

• A HubSpot Marketplace listing once quoted a Professional plan at around $3,000 per month plus media, with pricing based on CPM or CPL volumes.
• Salesforce’s AppExchange mentions “Starting at $1 USD/company/month,” which scales quickly when your account list grows.
• A Forrester Total Economic Impact study sponsored by Madison Logic claims high ROI and fast payback, though it should be read as vendor-aligned rather than neutral research.

User Impressions and Reviews

User feedback highlights real strengths along with predictable tradeoffs.

Pros:

• Broad multi-channel ABM: Reviewers say Madison Logic helps “hit target accounts everywhere they are,” from content syndication to display to CTV, and they like having intent, ABM insights, and analytics in one place.
• Lead volume and alignment: Syndication is credited with delivering meaningful volumes of leads that generally match filters, with some reviewers praising strict criteria and willingness to swap stale contacts.
• Support and insight: Madison Logic earns positive notes for responsive support and an overall G2 rating of about 4.3 across 200 plus reviews.

Cons:

• Learning curve and UI: Many users describe the platform as powerful yet complex, with a “steep” learning curve for teams new to ABM and interfaces that sometimes feel clunky or confusing. Training is often needed to unlock value.
• Integration and ops friction: Some report lead sync issues that forced manual CSV exports, along with quirks for multi-region or multi-entity setups.
• Top of funnel bias and cost: Several reviewers note that many leads are early stage and that Madison Logic is best suited to large enterprises. In one Reddit thread it is described as useful by some and “a terrible suggestion” by others for modern agile teams.

N.Rich vs. Madison Logic: Key Differences

Once you know both platforms, the contrast becomes clearer.

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

N.Rich suits teams that want a focused ABM execution layer built around ICP, consent-based intent, and a native DSP. It is a fit when you care about picking the right accounts, running programmatic plus LinkedIn, and tying those efforts cleanly to the pipeline.

Madison Logic suits organizations that want a wide reach across syndication, display, LinkedIn, CTV, and audio and can live with higher cost and complexity in return for depth of data and multi-channel coverage.

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.

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 Madison Logic, 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 good fit if you want a DSP-backed ABM layer focused on intent, ICP, and measurable programmatic plus LinkedIn performance.

Madison Logic is better suited to enterprises that want multi-channel ABM at scale and have the budget and team to handle a heavy platform.

If your real priority is winning more pipeline from LinkedIn with accurate first-party signals, clean ABM stages, CRM sync, and revenue dashboards, ZenABM gives you a far simpler and cheaper route. You still get account-level LinkedIn engagement, qualitative buyer intent, and automated BDR routing without paying for a giant syndication engine.

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