Sqrl vs Stairoids: account based marketing or signal based selling?

Two Dutch platforms, two different starting points

If you’re looking for software to track B2B accounts in the Netherlands, you’ll soon come across two names: Sqrl and Stairoids. Both are Dutch, both focus on B2B, and both have a program for agencies. At first glance, they seem interchangeable. They’re not.

The difference is in the starting point. Stairoids starts with a person’s signal: someone visits your website, likes a post, changes jobs or follows your company page. That signal gets a score and goes to your CRM or outreach tool, so sales knows who to call now. Sqrl starts with the account: you first choose which companies you want to win, map the DMU for each company, activate them digitally and physically, and see from all the touchpoints together when an account is sales ready.

One is signal based selling, the other is account based marketing from start to finish. In this article, we put the two side by side, honestly: approach, features, pricing and which platform fits whom.

The core difference: the signal or the account

Stairoids calls itself a “signal-based GTM intelligence platform”. The promise is clear: capture buying signals from as many sources as possible (website, LinkedIn, email, job vacancies, job changes, data via Clay), score them and send them to wherever your team works. Stairoids does look at accounts too, but the emphasis is clearly on the individual. They say so themselves: deals are closed by specific people, not by an account score. It’s an intelligence layer on top of your existing stack.

Sqrl is built on the opposite idea. In B2B, it’s not one person who buys, but a Decision Making Unit of six to ten people on average. One enthusiastic person liking your post is a signal, but not yet buying intent from the company. That’s why everything in Sqrl starts with the Target Account List, and every signal is linked to the account and the buying group it belongs to. Only when the account as a whole is moving does it go to sales.

That sounds like a nuance, but it determines everything that follows: what data you collect, how you spend your budget, what you report and when sales takes action. We described the same difference earlier in our comparison of account based and lead based marketing.

How Stairoids works

At its core, Stairoids is about signal detection. Among other things, the platform tracks:

• Website visitors, identified at company level and, where possible, at person level
• LinkedIn activity: followers of your company page, likes on posts, connections
• Job changes, job vacancies and interest in competitors
• Email and newsletter engagement
• Signals from your CRM and external data sources

Those signals get an AI score and are sent to your stack: HubSpot, Salesforce, Pipedrive, Lemlist, HeyReach, or your own workflow in n8n or Zapier. Stairoids calls this “inreach”: you approach people who have already shown interest, instead of cold prospecting.

That’s a strong approach for sales teams that mainly want to know who to call today. The executing work (running ads, personalising content, physical mailings, the follow-up) happens in other tools.

How Sqrl works

Sqrl isn’t a signal layer, but a complete account based marketing platform. The whole customer journey sits in one environment, in five steps:

1. Identify. Build a Target Account List of ideal B2B accounts within Europe and map the DMU for each account, divided into buying groups and buying personas.
2. Understand. See which companies visit the website and collect intent signals from every touchpoint in one Touchpoint Feed, at account and person level.
3. Activate digitally. Retarget accounts without website pixels, link LinkedIn advertising and outreach to the journey, and activate buying groups with personalised content.
4. Activate physically. Giveaways, direct mail and personalised mailings, with shipping labels from the workflow and a unique QR code for every contact.
5. From intent to SQL. Set out for each stage what happens when an account moves a step further, and decide for yourself how much of it runs automatically. All the signals together show when an account is sales ready.

The difference with Stairoids: in Sqrl, you don’t just collect signals, you also cause them. The campaign that gets the account moving, the measurement of who responds to it and the moment of handover to sales all sit in the same platform. So you can also see what marketing contributed to a deal, and you don’t have to stitch separate tools together. You can read more about that setup on our Sqrl platform page.

Features side by side

Pricing: per LinkedIn profile or per workspace

The difference in thinking shows in the pricing too. Stairoids charges by the number of connected LinkedIn profiles; Sqrl charges per workspace, with all features included.

Stairoids pricing

Stairoids has four plans for organisations (monthly prices, with up to 16% off for annual billing):

• Webdose: €99 per month (offer price until the end of 2026, normally €149), 1 LinkedIn profile, without LinkedIn Ads
• Fulldose: €239 per month, 3 LinkedIn profiles, including LinkedIn Ads
• Peakdose: €419 per month, 10 LinkedIn profiles, including LinkedIn Ads
• Overdose: €499 per month, 25 LinkedIn profiles, including LinkedIn Ads

All plans include unlimited website visitor identification, buying signals, ICP filters, enrichment and API access. For agencies, there’s a separate plan, subject to approval: a free first month with 10 linked accounts and unlimited users, a free instance with your first client, an extra free month per client, and agency pricing from your third client. What the agency plan costs after that isn’t on the website.

Keep in mind that Stairoids is an intelligence layer. For the execution, you’ll usually need other tools as well, such as an outreach tool, an advertising platform and a CRM. Those costs come on top.

Sqrl pricing

Sqrl works through agencies first and foremost. You pay per workspace, with all features and unlimited campaigns, without add-ons:

• Agency workspace: €99 per month in the first year. You can also serve your first client in it.
• Workspaces for additional clients, at a bundle rate that applies to all your workspaces: €395 for 1 workspace, €350 per workspace for 2, €340 for 3 or 4, €330 from 5, €320 from 10 and €310 from 20 workspaces, per month
• Directly for B2B companies: €450 per workspace per month

You can create an account and use Sqrl free for the first 6 weeks. An agency with five clients serves one in the agency workspace and four in their own workspaces, so it pays €99 + 4 × €340 = €1,459 per month, for five complete ABM environments, including campaigns, physical touchpoints and sales journeys. All the details are on our pricing page.

Which is cheaper?

On entry price alone, Stairoids is cheaper: for €99 to €149 per month, you get website visitor identification and signals. But then you’re comparing a signal tool with a complete ABM platform. Add up the tools you need alongside Stairoids to actually activate and follow up an account, and the picture changes. The real question isn’t which subscription is cheaper, but what you spend per account you win.

Stairoids prices checked on 10 November 2026 at stairoids.com/pricing. Prices may have changed since.

Agencies: two different models

Both platforms have an offer for agencies, but the agency’s role is different.

With Stairoids, the agency is mainly a partner that implements the platform and connects it to the client’s stack. There’s a partner program with certification and kickbacks. The platform delivers signals; the agency builds the workflows around them.

With Sqrl, the agency is at the centre. The software is designed to be used by an agency for several B2B clients, with a separate environment for each client: its own Target Account List, buying groups, campaigns and reporting. The agency runs the complete ABM program from one platform, and can show every client which accounts are moving and what the campaigns deliver. That makes ABM scalable as a service, instead of a custom project for every client.

When should you choose Stairoids?

Stairoids is a good fit if:

• You have a sales team that mainly wants to know who to approach today
• You already have a well-functioning stack (CRM, outreach tool, advertising) and only want to add signals to it
• You want to scale outbound and inreach based on the LinkedIn activity of individuals
• A low entry price matters to you, and you organise the execution yourself in other tools

When should you choose Sqrl?

Sqrl is a better fit if:

• You sell to companies with a long buying journey, larger order sizes and several decision makers per deal
• You don’t just want to capture signals, but also actively get accounts moving with campaigns
• You want to combine digital and physical touchpoints in one customer journey
• You want to see, per account, what marketing contributed to a deal
• You’re an agency that wants to offer ABM as a scalable service to several B2B clients

The conclusion

Stairoids and Sqrl aren’t direct replacements for each other. Stairoids is a strong signal tool: it tells you which people are showing interest right now and sends that to your existing tools. Sqrl is an account based marketing platform from start to finish: from choosing which accounts you want to win, through the DMU and campaigns, to the moment an account is sales ready.

If you’re mainly looking for more signals for your sales team, Stairoids is a logical choice. If you want to run a complete ABM program, for your own company or for your agency’s clients, without stitching separate tools together, Sqrl is built for exactly that.

Curious how that works in practice? Create a free account and use Sqrl free for the first 6 weeks. Or read more first about what account based marketing is.