ABM Platform Pricing: 12 Vendors Compared

The short version

Most ABM platforms do not publish prices. Of the twelve vendors in the table below, only HubSpot, RollWorks and Clay put a number on their pricing page; the other nine are sales-quoted, and the only public evidence of what they cost comes from buyer-reported contract data on Vendr and from G2 reviews. Where a vendor publishes pricing we cite the page. Where it does not, we mark the entry "not published" and give the typical range that Vendr and G2 reviewers report, which you should treat as a starting point for negotiation rather than a list price.

The practical takeaway: the category splits into three price bands. Enterprise suites (6sense, Demandbase) typically land in the low-to-mid six figures per year for a full deployment. Mid-market platforms and execution tools (RollWorks, Terminus, Metadata.io, Influ2, Mutiny, ZoomInfo Marketing) typically land in the tens of thousands to low six figures. CRM-native and list-building tools (HubSpot, Clay) publish monthly prices that start in the hundreds or low thousands. Ad spend is always additional.

ABM platform pricing: master table

All figures are annual unless stated. "Published" means the price appears on the vendor's own pricing page at the time of writing. "Not published" means the vendor requires a sales conversation; the range shown is what buyers report on Vendr (median and typical contract values) and in G2 reviews, and may not reflect your negotiated price, your account-list size or your media spend. Metadata.io is this site's sponsor and is disclosed as such; its row is held to the same standard.

The Vendr figures above are ranges reported by buyers who share contract data with Vendr's price-benchmarking service; the G2 figures come from reviewer comments on pricing. Neither is a quote. Every vendor in this table sells on annual contracts, and every one of them negotiates. If you want the vendor-by-vendor detail behind the table, the individual reviews cover pricing model, strengths and weaknesses; the buyer's guide covers how to run the procurement.

The four pricing models in the ABM category

ABM vendors price in one of four ways, and the model matters more than the sticker number because it determines how your bill grows.

Total cost of ownership: what the license does not include

The platform license is usually between a third and a half of the real first-year cost of an ABM program. The rest is media, data, people and integration work, and it is the part buyers most often leave out of the business case.

A worked example: a mid-market team licensing a platform at $60K per year, spending $20K per month on media, adding $15K of intent data and dedicating one marketer will spend roughly $400K to $450K in year one, of which the platform license is under 15%. That ratio is why the ABM metrics page pushes pipeline per target account versus control as the number to defend: it is the only metric that absorbs all of these costs.

What you get at each price band

Under $20K per year

HubSpot Marketing Hub Professional ($800 per month list) with the native target-account, ICP-tier and buying-role tools; RollWorks' Starter or lower paid tiers; Clay for list building; LinkedIn Campaign Manager for account-targeted ads. This is enough for a 1:few program of 50 to 200 accounts run by one marketer. You will not get third-party intent at scale or account-level attribution beyond what the CRM reports. See ABM for HubSpot for how far the native tools go.

$20K to $100K per year

RollWorks' upper tiers, Terminus, Metadata.io or Influ2 as an execution layer, ZoomInfo Marketing, a direct Bombora subscription, or Mutiny for personalization. Here you buy one job done well: intent, ad execution, personalization or account identification. The composed stack (data plus execution plus CRM) usually lands in this band and is the most common configuration in G2 reviews from companies under 1,000 employees.

$100K and up

6sense or Demandbase One with several modules, or a composed stack with two or three of the mid-band tools plus managed media. This band buys predictive account scoring, orchestration across marketing and sales, and a single attribution model. The enterprise pipeline ranking scores this band on a published rubric; the head-to-head at 6sense vs Demandbase covers the two suites in detail. Buyers specifically evaluating whether to leave 6sense should read 6sensealternatives.com, which tracks 6sense pricing separately.

How to negotiate ABM platform pricing

1. Get the price before the second demo. Sales-quoted vendors will run a discovery call, a demo and a "value assessment" before naming a number. Ask for the ballpark on the first call; every vendor in this table can give one.
2. Size the account universe honestly. Suites price on the number of accounts scored or targeted. A 2,000-account list costs less than a 20,000-account one, and most programs actively work fewer than 1,000.
3. Separate platform from media. Ask whether media is passed through at cost or marked up, and what minimum monthly spend the vendor expects. Managed-media bundles can hide platform fees inside the media rate.
4. Ask for the year-two price now. First-year discounts of 20 to 40 percent are common in this category; the renewal uplift is where the margin comes back. Get the renewal cap in writing.
5. Check Vendr before you sign. If your company has a Vendr or similar procurement subscription, pull the benchmark for the vendor and your company size. The ranges in our table are broad because contract values vary widely with list size and modules.
6. Price the composed alternative. Before signing a suite, price the composed stack (intent data plus execution tool plus your CRM) for the same jobs. It is frequently 40 to 60 percent cheaper and can be stood up in weeks rather than a quarter.

Frequently asked questions