N.Rich markets itself as an “agile, execution-first” account-based marketing platform built for mid-market and enterprise teams.
So, it’s essentially a B2B demand-side platform (DSP) with ABM capabilities.
In this article, I’ll show you all that N.Rich offers, help you decide if it’s actually the right fit for your ABM strategy, and discuss where an alternative like ZenABM might make more sense.
Let’s get started!
N.Rich for ABM: Quick Summary
In case you want it short:
- N.Rich is an execution-focused ABM platform built for mid-market and enterprise B2B teams.
- Features: Dynamic ICP building, first and third-party intent data, predictive scoring, opportunity attribution, and a native DSP for programmatic ads.
- Integrations: Strong CRM integrations (Salesforce, HubSpot) and bi-directional data sync enhance sales-marketing alignment.
- Pros: Rich targeting, strong analytics, responsive support, GDPR-compliant intent collection.
- Cons: Steep learning curve, high entry pricing ($10K+/year), setup and integration friction.
- Alternative Worth Considering: ZenABM offers account-level LinkedIn ad engagement tracking, ad engagement-to-pipeline analytics with plusg-and-play dashboards, account scoring, ABM stage tracking, CRM sync, first-party qualitative intent, automated assignment of BDRs to hot accounts, custom webhooks, and ad engagement tracking at the job-title level. All this starts at just $59/month!
Key Features of N.Rich
The core offerings of N.Rich for ABM:
Dynamic ICP & Target Account Lists
N.Rich can ingest your CRM opportunity data to help define your ideal customer profile and prioritize accounts.
The ICP builder uses actual past deal data (not just guesswork) to score which new accounts fit your successful customer profile.
You can build target account lists in minutes using filters like industry, company size, technographics, etc.
This data-driven approach is meant to avoid the “gut feel” account selection problem (How well it works depends on your data).
Intent Data & Account Scoring
N.Rich combines first-party intent (e.g. your website visits, ad engagement) with third-party intent feeds to flag accounts researching relevant topics.
Accounts get intent scores so you can focus on the “hottest” ones.
One of N.Rich’s selling points is that it’s fully GDPR-compliant and consent-based in how it collects intent signals.
The platform tracks intent on thousands of topics and pushes those insights into your CRM, helping you plan more timely, thematic outreach.
In practice, this means your sales team might get an alert when Acme Corp surges on “cloud security” intent, suggesting now’s a good time to reach out.
Account-Based Advertising
N.Rich includes a built-in advertising module (DSP) to run programmatic display ads targeting your accounts, and even supports native and video ad formats.
You can connect your LinkedIn Ads account as well, enabling coordinated campaigns across display and LinkedIn channels.
The ad campaign interface, as reviews say on Capterra, is straightforward, with an ad builder that can generate many creatives and perform automatic A/B tests.
Analytics & Opportunity Attribution
Any ABM tool needs to show ROI, and N.Rich attempts to do this through real-time analytics at the account level.
The platform provides an Opportunity Attribution dashboard that links ad engagements and website activity to downstream opportunities and revenue.
For example, you can see if a target account that saw 50 ad impressions and clicked twice eventually became an opportunity or a sale.
The platform also calculates an “ICP Sales Velocity Score” for each account (based on historical data) to predict how quickly an account might convert.
All these metrics can be synced into your CRM (with the right tier), so sales reps can see, for instance, which pages or ads a specific account has engaged with.
The reporting is comprehensive, but be prepared for a learning curve to interpret all the data.
Integrations & Data Enrichment
N.Rich plugs into major CRMs and marketing tools.
Out-of-the-box integrations include Salesforce, HubSpot (Marketing & Sales Hub), and LinkedIn (Marketing Solutions and Sales Navigator).
These allow N.Rich to pull in CRM data (for building segments, measuring pipeline) and push out engagement data (like intent scores, account activities) to the systems where your sales/marketing teams live.
For instance, with the HubSpot integration, N.Rich can enrich company records with advertising engagement data, intent topics of interest, and the velocity score.
However, note that not all integrations are available on the lowest tier.
N.Rich also offers data enrichment like firmographic info and technographics (e.g. identifying what tech-stack your target accounts use).
N.Rich Pricing: How Much Does It Cost?
N.Rich offers clear, tiered pricing tailored to the size and maturity of your revenue team.
All plans focus on turning intent data into measurable GTM outcomes without hidden fees.
LITE — Starting at $10,320/year+$1,050 One-Time Onboarding Fee
For small teams looking to activate intent-driven strategies.
Includes: 1 Intent Report & 10 Intent Topics; 1 Marketing user seat & 3 Sales user seats; 1 N.Rich account; 1 ABM campaign; Chat support
Core features:
- Intent Scoring
- Unlimited firmographic & technographic data
- Website visitor identification
- Account analytics & sales alerts
GROWTH — Starting at $23,800/year
Designed for scaling GTM teams improving sales-marketing alignment.
Includes everything in LITE, plus:
- 10 Intent Reports & 25 Intent Topics
- 5 Marketing user seats & Unlimited Sales user seats
- CRM and marketing automation integrations
- Opportunity attribution
- 10 ABM campaigns
- Dedicated Customer Success Manager
ENTERPRISE — Custom Pricing
For mature teams scaling globally with advanced orchestration needs.
Includes everything in GROWTH, plus:
- Unlimited Intent Reports
- Predictive Intent Data
- 50 Intent Topics
- Unlimited user seats
- 5 N.Rich accounts
- Dynamic ICP Builder
- Open API access
- Automated Workflows
- Dedicated ABM strategist
- Bi-weekly strategy consulting
All plans benefit from N.Rich’s deep data capabilities, account intelligence, and native ABM campaign orchestration. For personalized pricing, businesses are encouraged to speak directly with a sales rep to tailor the right mix of features and support.
Note: considering that N.Rich’s most basic plan costs over $10K/year, ZenABM appears to be a smarter alternative, starting at ~$59/month for a starter plan and its highest tier also doesn’t exceed $6k/year. Plus, you get all you need for LinkedIn ABM: account-level ad engagement tracking, account scoring, ABM stage tracking, assignment of hot accounts to BDRs, bi-directional CRM sync, custom webhooks, qualitative company buyer’s intent tracking, and plug-and-play ROI attribution dashboards.
User Impressions and Reviews
N.Rich earns a 4.7 out of 5 on G2 (based on 99 reviews), indicating generally happy customers.
Here’s what the crowd (G2, TrustRadius, Reddit, and beyond) is saying, good and bad:
Pros (According to Users)
First, the pros:
- Excellent Customer Support: Multiple G2 reviewers say that N.Rich’s support is “responsive,” “proactive,” and “invested in our success.” One user even contrasted it with other platforms that only check in when trying to upsell, praising N.Rich for constant check-ins without the sales pressure.
- Ease of Use (Once Set Up): Interestingly, “ease of use” is cited as a top pro by many reviewers, but usually with a caveat that you need to put in the initial work. Several users note the platform is intuitive and “enjoyable” to work with after you’ve configured your lists, reports, and campaigns properly. In other words, N.Rich isn’t plug-and-play, but it doesn’t require a data science degree to operate day-to-day. One CMO said once everything was set up, it significantly “made our work as marketers easier”, especially by automating lead progression and funnel stage tracking.
- Intent Data & Targeting Quality: Many users specifically appreciate the intent data and account targeting capabilities. G2 reviews mention N.Rich helps “identify and engage high-value accounts more efficiently” by uniting intent data with precise targeting.
- Analytics & Reporting: Users appreciate the clear insights and ability to track account engagement. The real-time reporting on what’s working (which accounts clicking, etc.) helps justify the spend.
Cons (According to Users)
Now the cons:
- Initial Learning Curve & Setup Effort: Nearly every praise of N.Rich’s ease of use is prefaced by “once it’s set up.” The onboarding and learning curve are real. One reviewer admitted N.Rich “can have a bit of a learning curve at first, especially getting used to its advanced targeting and reporting features.” It’s not that the software is unintuitive, but ABM itself is complex, and N.Rich is fairly feature-rich. Plan to invest time (and involve your ops team) during onboarding.
- Integration Hiccups & Guidance: A few users on G2 said that they encountered integration challenges. One mid-market user gave N.Rich 3/5, complaining “the full picture of how to integrate this system was not exposed to us before we signed on”. They wanted more guidance on connecting N.Rich to their systems and getting sales buy-in. They also mentioned many Help Center articles were “to be updated” with missing content. This suggests documentation or support content lagged behind, making it harder to self-serve through setup issues.
- Limited Features & Targeting Options (in Some Areas): A few users on G2 noted “limited targeting” or “limited features.” One TrustRadius reviewer also said they want more flexibility in ad copy character limits and longer login sessions, noting the system “can sometimes be glitchy.”
ZenABM: A Lean First-Party LinkedIn ABM Alternative
One alternative to N.Rich is ZenABM.
It is specifically designed for LinkedIn ABM, so it can either be a complete, lean and affordable alternative to N.Rich for teams that mainly advertise on LinkedIn.
Even for teams running multi-channel ABM, ZenABM can be a complementary layer to N.Rich or whichever bigger ABM suite they are using because of ZenABM’s unique features.
Let’s look at those features:
LinkedIn Ads Engagement at the Account Level
ZenABM integrates directly with the LinkedIn Ads API to pull account-specific data from all campaigns.
This allows you to identify precisely which target accounts are interacting with your LinkedIn ads (impressions, clicks, etc.), all mapped to individual companies.
Pro Tip: ZenABM can also reveal anonymous website visitors for free. Retarget them with inexpensive LinkedIn text ads, and ZenABM will identify the companies that saw your impressions.
Real-Time Engagement Scoring
ZenABM continuously updates engagement scores from ad interactions. You can monitor recent trends (like the past week) or historical patterns to identify accounts heating up.
These scores help marketing and sales prioritize high-value accounts for follow-up.
ABM Stage Tracking
ZenABM enables you to define your ABM funnel stages (e.g., Identified → Aware → Engaged → Interested → Opportunity) and automatically classifies accounts using engagement and CRM information.
You can set your own thresholds for “Engaged” or “Interested,” and ZenABM will track stage transitions automatically.
This delivers full-funnel visibility like enterprise ABM platforms, highlighting where accounts stall and where progress accelerates.
CRM Integration and Workflows
ZenABM integrates bidirectionally with CRMs such as HubSpot (Salesforce available on higher plans).
LinkedIn engagement data feeds directly into your CRM as company-level properties, keeping sales teams informed:
ZenABM can auto-update account stages to “Interested” when engagement passes a set threshold and assign accounts to specific BDRs for follow-up.
Intent Tagging from LinkedIn Ads Engagement
ZenABM allows you to tag campaigns by theme (like “Feature A” vs. “Feature B”) and shows which accounts engage with which themes, revealing their priorities.
This is genuine first-party intent. Instead of paying for inferred keyword interest, you get direct proof like Account Z clicking “Feature A” ads, demonstrating actual buying interest.
These insights also sync to your CRM, supporting highly targeted outreach and relevant messaging.
Your sales reps can instantly see which topics or pain points each account reacts to most.
This feature is fairly unique to ZenABM, making it a worthwhile add-on even if you already have an existing subscription to some other ABM tool.
Job-Title Analytics
ZenABM also gives a breakdown of the specific job titles that interact with your ads.
Raw metrics, dwell time, full video funnel – all available out of the box.
Built-in Dashboards and ABM Analytics
ZenABM includes pre-built ABM dashboards linking ad exposure, engagement, funnel stages, and pipeline metrics.
- Track performance across campaigns, LinkedIn groups, and individual ads:
- ZenABM tracks both deal size and ad spend per account/campaign, enabling ROAS, pipeline per dollar, and campaign-driven revenue insights. Revenue teams can use this to optimize engagement and accelerate deal closure rather than focusing on vanity metrics
Custom Webhooks
With the newly rolled out custom webhooks, ZenABM can fit into any of your workflows as needed.
ZenABM Pricing
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 $6,000/year, far less than N.Rich.
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.
Conclusion
N.Rich delivers on its promise of an execution-first ABM platform with solid data foundations and a built-in DSP for programmatic ad campaigns.
It’s well-suited for experienced teams with the resources to leverage its depth.
That said, not every team needs the full stack, especially if your ABM motion revolves around LinkedIn.
ZenABM emerges as a powerful and affordable alternative that helps marketing and sales teams track real buyer intent, prioritize the right accounts, and tie ad spend directly to revenue without the overhead.
Whether you’re starting your ABM journey or looking to fill gaps in your current stack, it’s worth exploring ZenABM’s 37-day free trial before committing to a more heavyweight platform.
Give ZenABM a try for free now or book a demo to know more!
FAQs
1. What is N.Rich used for in B2B marketing?
N.Rich is an account-based marketing (ABM) platform that combines intent data, account-level analytics, and advertising orchestration. It helps B2B marketing and sales teams identify high-intent accounts, personalize outreach, and attribute engagement to revenue outcomes.
2. Does N.Rich support LinkedIn advertising?
Yes, N.Rich integrates with LinkedIn Marketing Solutions and Sales Navigator. While it has a native display advertising module (DSP), you can also connect your LinkedIn Ads account to run coordinated campaigns across both platforms.
3. How does N.Rich gather intent data?
N.Rich blends first-party data (like ad and website engagement) with third-party intent feeds to identify buying signals across thousands of topics. It also includes a predictive intent engine in its Enterprise plan for deeper signal analysis.
4. What CRMs does N.Rich integrate with?
Out-of-the-box integrations include Salesforce and HubSpot. These integrations enable syncing of account data, pushing engagement scores, and triggering outreach workflows.
5. Is N.Rich easy to use?
Users report that N.Rich is intuitive once set up, but expect an initial learning curve. Teams should allocate time for onboarding and configuration to fully leverage its capabilities.
6. What’s included in N.Rich’s pricing tiers?
- Lite ($10,320/year): 1 campaign, 1 intent report, basic features
- Growth ($23,800/year): 10 campaigns, CRM integrations, attribution tools
- Enterprise (Custom): Unlimited campaigns, predictive intent, ABM strategist
All plans have firmographic/technographic enrichment, account intelligence, and ad orchestration.
7. What makes ZenABM a competitive alternative?
ZenABM is a leaner, LinkedIn-first ABM solution with features like first-party ad engagement tracking, CRM sync, job-title analytics, custom webhooks, and plug-and-play attribution dashboards—all starting at $59/month.
8. Can N.Rich replace a full marketing automation platform?
Not entirely. N.Rich focuses on ABM orchestration and analytics but doesn’t offer native email automation or full MAP functionality. It works best alongside tools like HubSpot or Marketo.
9. Is intent data in N.Rich GDPR-compliant?
Yes, N.Rich emphasizes consent-based, GDPR-compliant data practices and offers full visibility into how buyer intent signals are gathered and scored.
10. Who is N.Rich best suited for?
N.Rich is ideal for mid-sized to large B2B revenue teams running multi-channel ABM at scale and requiring detailed attribution, predictive intent, and DSP capabilities. For smaller teams or LinkedIn-only use cases, ZenABM might offer better value.
