Fibbler vs ZenABM 🦁 🧘‍♀️ – Which is better for LinkedIn ABM?

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 of Fibbler are better for running ABM campaigns on LinkedIn.

 

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. 
• 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.
• ZenABM gives you the raw LinkedIn campaign engagement data (impressions, engagements and clicks) 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 campaings 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.
• 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 – these are fully customizable and based on a combination of ad engagement, and your CRM company properties)
  • 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 engagment 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 an MPC server 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 downloads CSV files and upload them to your chatGPT/ Perplexity or Gemini accounts.
• Fibbler doesn’t have any AI features at the time of writing (January 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.
• 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.)
• Both Fibbler and ZenABM have Hubspot and Salesforce integrations.
• Both Fibbler and ZenABM have webhooks, allowing you to send the data into 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).
• Both tools offer campaign optimization features such as impression capping and audience exclusions. Additionally, Fibbler offers you campaign schedulling – the ability to pause LinkedIn campaigns within certain timeframes.
• Fibbler offers insights into organic LinkedIn page engagements, while ZenABM does not.
• Pricing: Fibbler starts from $89 per month and goes up to $159 for an agency plan (2 seats). ZenABM has a FREE plan (from February 2026) – including pushing raw company level engagements per ABM campaign into your CRM for FREE. The paid plans which include the full LinkedIn ABM analytics dashboards, and access to the AI chat – start from $59 and goes 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.
• Verdict: Choose ZenABM for ABM campaigns on Linkedin, or if you want very detailed LinkedIn ABM campaign analytics dashboards and ROI attribution (for yourself, or your clients as an agency) or if you want to analyze your ad engagement data with AI and use chat-based interface to analyze your data. Choose Fibbler if you want to get organic impressions from your company pages, send raw campaign data into other tools as an agency (it will be cheaper), or for campaign scheduling and audience exclusions.

Want more details? See how ZenABM vs Fibbler compare in this 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 campaignign 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.

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).

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 targetting 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).

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

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 differences. 

ZenABM integrates an MCP server 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?” 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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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 an issue or a consideration.

Fibbler begins at around US $89/month for its Growth tier (with higher tiers around US $129/month) and focuses on LinkedIn ad attribution and CRM-linked insights for smaller teams.

ZenABM offers a FREE plan – ZenABM’s FREE plan gives you company-level LinkedIn ad engagement insights, and pushes the company-level engagement data as custom properties in your CRM. But to get access to ZenABM’s analytics dashboards, webhooks or the AI campabilities a starts at around US $59/month for its Starter tier and scales up to around US $149/month for a Pro tier, offering account scoring, LinkedIn company intent insights, and full ABM dashboard.

 

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 point of writing Fibbler offers impression capping, campaign scheduling and job title exclusions. ZenABM does not offer these features at the moment (which is why some companies choose to use both!) but impression capping is coming to ZenABM soon (in January 2026). 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, 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. Fibbler onlyIn 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 campaings 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.
• LinkedIn Campaign Management features – this is where Fibbler offers more features right now and why I was still finding it valuable  and using it at the same time as ZenABM. At the time of writing, Fibbler offers:
  • Impression capping
  • Campaign 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 slightly cheaper for the lowest plan.
• Integrations – at this point, ZenABM integrates with Hubspot and Salesforce + Webhooks, while Fibbler also offers Copper.

Conclusion

Hope this post helped you understand the differences between Fibbler and ZenABM and evaluate which tool is better for your needs. 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!