Two Dutch platforms that both think in accounts
TAMtracker and Sqrl have more in common than you might think at first glance. Both are Dutch, both focus on B2B, and both think in accounts rather than individual leads. Both also have an offer for agencies. Still, they solve a different problem.
TAMtracker measures your market. It tracks thousands of companies in your Total Addressable Market, collects signals from the channels you already use, and tells you with a single score how warm your market is and which companies are warming up. Sqrl wins your accounts. You choose a deliberately small Target Account List, map the DMU for each account and activate those accounts yourself, digitally and physically, until they’re sales ready.
One is a measuring instrument for your whole market, the other a platform for running an account based marketing program from start to finish. In this article, we put them side by side, honestly.
The core difference: measuring or activating
TAMtracker calls itself a market readiness platform. The promise: see who in your market is ready to buy, before it shows up in your pipeline. The platform pulls signals from your LinkedIn Ads, Google Ads, CRM, email tool and website, and turns them into a Demand Health Score from 0 to 100, from Cold to Hot. As soon as a company warms up enough, an AI model puts together a Buying Unit: who to approach, in what order and with what message.
TAMtracker is honest about this itself: the platform doesn’t create signals that aren’t there. It measures the impact of the marketing you’re already doing. If you’re not running campaigns, there’s little to measure.
That’s exactly where the difference with Sqrl lies. In Sqrl, you don’t just measure, you also make sure there’s something to measure. The campaigns that get accounts moving, the signals they generate and the handover to sales all sit in the same platform. So you don’t just see that an account is warming up, but also which campaign did it.
The TAM or the Target Account List
A second difference is scale. TAMtracker is built to track your whole market: 1,000, 2,500 or 5,000 companies, depending on the plan. That gives you a good picture of how your market is developing and which companies are coming up.
Sqrl deliberately works narrower. Your TAM describes your market, not your campaign. That’s why in Sqrl you bring it down to a focused Target Account List: the companies a small business development team can actually work on, grouped by what they have in common. That’s where you put your budget and your attention. How to build that list is explained in our guide to your Target Account List.
Both approaches have value. The question is whether you mainly want to know what’s happening in your market, or whether you want to actively win a fixed group of accounts.
How TAMtracker works
TAMtracker is about measuring and prioritising. The main components:
- TAM data and ICP match: companies in your market, with a fit score on five criteria
- Signals from your channels: LinkedIn Ads, Google Ads, HubSpot, Pipedrive, Zoho, ActiveCampaign, MailerLite and website visits
- Demand Health Score: one score for your whole market, plus a temperature per company
- Buying Unit: an AI-generated overview of who to approach as soon as a company warms up
- AI Coach: briefings per role, for the CMO, demand marketer, CEO and sales
- CRM push: shortlists and triggers to your CRM, or via webhooks to other tools
The execution (building campaigns, personalising content, outreach, physical mailings) happens in your own tools. TAMtracker syncs audiences to LinkedIn and Google Ads, but you run the campaigns themselves there.
How Sqrl works
Sqrl is a complete account based marketing platform. The whole customer journey sits in one environment, in five steps:
- 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.
- Understand. See which companies visit the website and collect intent signals from every touchpoint in one Touchpoint Feed, at account and person level.
- Activate digitally. Retarget accounts without website pixels, link LinkedIn advertising and outreach to the journey, and activate buying groups with personalised content.
- Activate physically. Giveaways, direct mail and personalised mailings, with shipping labels from the workflow and a unique QR code for every contact.
- 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.
In Sqrl, AI also does the groundwork: finding candidate accounts, grouping people into buying groups and making intent visible. But a person decides which accounts go on the list and when an account is ready for follow-up. Why we do it that way is explained in our article on automation in account based marketing.
Features side by side
| TAMtracker | Sqrl | |
|---|---|---|
| Starting point | Your whole market (TAM) | Target Account List and DMU |
| Type of platform | Measuring and scoring layer on top of your channels | Complete ABM platform, from account to SQL |
| Number of accounts | Tracks 1,000 to 5,000 companies | Focused Target Account List, no fixed size |
| Website visitor identification | From 1,000 lookups per 4 weeks to unlimited | Unlimited + linked to your target accounts |
| Intent signals | From your existing channels: ads, CRM, email and website | From every touchpoint, in one Touchpoint Feed |
| Score | Demand Health Score and a temperature per company | Sales ready moment per account |
| DMU and buying groups | AI-generated Buying Unit as soon as a company warms up | Per account, in buying groups and buying personas |
| Advertising | Syncs audiences, you run the campaigns yourself | LinkedIn advertising and retargeting without website pixels |
| Personalised content and nurturing | Through external tools | Built in, by stage, persona and behaviour |
| Physical touchpoints | Not mentioned | Direct mail, giveaways, shipping labels and personal QR codes |
| Handover to sales | Shortlists and triggers to your CRM | Sales journeys up to SQL, as automated as you choose |
| AI | AI Coach with briefings per role | AI agents for accounts, buying groups and intent; a person decides |
| Integrations | HubSpot, Pipedrive, Zoho, ActiveCampaign, MailerLite, ad platforms | Everything in one platform, no add-ons |
| Best suited for | Teams that already run campaigns and want to measure their whole market | Agencies and B2B teams running a complete ABM program |
Pricing: per number of tracked companies or per workspace
The difference shows in the pricing too. TAMtracker charges by how many companies you track; Sqrl charges per workspace, with all features included.
TAMtracker pricing
TAMtracker has three monthly plans, all with unlimited users:
- Starter: €195 per month, 1,000 companies, 1,000 website visitor lookups per 4 weeks, 30 AI Coach questions per month
- Growth: €295 per month, 2,500 companies, 2,500 lookups, 150 AI Coach questions, plus market insights and advanced filters
- Complete: €495 per month, 5,000 companies, unlimited lookups and AI Coach questions, plus benchmarks and more frequently refreshed data
You can try TAMtracker free for 30 days, without a credit card. After the trial, Sales Chat costs an extra €99 per month on Starter and Growth; it’s included in Complete.
For agencies, there’s a partner program. The Agency Partner package costs €1,500 per year, for your own access plus 2 client licences (Starter) and a 25% revenue share on new clients. The Founding Partner package costs €5,000 per year, for your own access plus 4 client licences, a 35% revenue share and influence on the roadmap.
Keep in mind that TAMtracker measures what your channels deliver. For the campaigns themselves, the content and the follow-up, you’ll still need other tools and budget.
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?
For a B2B company buying directly, the prices are close: TAMtracker costs €195 to €495 per month, Sqrl €450. The difference is in what you get for it. With TAMtracker, you pay for insight into your whole market, and you still need other tools for the execution. With Sqrl, you pay for the execution itself, on a smaller group of accounts.
For agencies, the model is different. TAMtracker’s partner program is priced per year, with a revenue share on new clients. With Sqrl, you pay per workspace per month, and you run a complete ABM program for every client from the same platform.
TAMtracker prices checked on 10 November 2026 at tamtracker.io/pricing and agency.tamtracker.io. Prices may have changed since.
Agencies: reporting or executing
Both platforms want to help agencies prove their value, but in a different way.
TAMtracker gives agencies a way to show that their marketing is warming up a client’s market. Not with vanity metrics, but with signals such as website visits, engagement and job changes. That helps in reporting to the client.
Sqrl is built to do the work itself. For every client, the agency has its own environment with its own Target Account List, buying groups, campaigns and reporting. The agency runs the complete ABM program from one platform and shows every client which accounts are moving, because of which campaign, and when they’re ready for sales. That makes ABM scalable as a service.
When should you choose TAMtracker?
TAMtracker is a good fit if:
- You already run campaigns through LinkedIn Ads, Google Ads and email, and want to measure what they do in your market
- You have a broad market of thousands of potential customers and want to see which companies are warming up
- You want to show your management or board how demand in your market is developing
- You want to keep the execution in your existing tools
When should you choose Sqrl?
Sqrl is a better fit if:
- You sell to a limited group of companies with a long buying journey and several decision makers per deal
- You don’t just want to track accounts, but also actively get them 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
TAMtracker and Sqrl both think in accounts, but they sit in a different place in your marketing. TAMtracker is a strong measuring instrument: it shows how warm your whole market is and which companies are warming up because of the marketing you’re already doing. 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 mainly want to know what’s happening in your market, TAMtracker is a logical choice. If you want to actively win a focused group of accounts, for your own company or for your agency’s clients, without stitching separate tools together, Sqrl is built for that.
Curious how that works in practice? Create a free account and use Sqrl free for the first 6 weeks. Or read our comparison Sqrl vs Stairoids.
