Account-Based Marketing Tools: 11 Platforms Compared

Of the eleven tools most often shortlisted for account-based marketing, five publish a figure you can read before speaking to anyone, four route every pricing question to a demo, and two are priced by something other than a list price. That split is not a procurement detail. It maps almost exactly onto what the tools do, and it is the fastest way to work out which half of the market you belong in.

This is a catalogue organised by job rather than by brand, with every price taken from the vendor's own page. It covers the account-based selling tool a sales team works in as well as the marketing platforms, because Demandbase, for one, sells a single platform to both.

The four jobs, and who does which

Account-based tooling looks like one category and behaves like four.

Account and contact data is knowing who the buying group is and how to reach them. Signal and intent is knowing which accounts are worth attention this week. Activation is getting a message in front of those people, through ads or direct contact. Orchestration and reporting is one shared account view across all of it.

Every tool below is strong at one or two of those and adequate at the rest. Buying a suite for a job you could buy directly is the most common way to overspend here.

What is an account-based selling tool?

An account-based selling tool is the sales side of this market: the screen where a rep sees the buying group, the account's recent activity and what to do next. On this list that means HubSpot's Account overview on a Sales Hub Professional or Enterprise seat, 6sense Sales Intelligence with its data credits, Demandbase's per-user seats, and Clay feeding researched contacts into the sending stack.

The difference between an account-based selling platform and an account-based marketing platform is mostly who holds the seat, and the vendors do not agree on whether to split them. Demandbase's pricing page says it does not split Demandbase into separate solutions for Marketing or Sales and charges a platform fee plus a flat fee per user. 6sense's pricing page, by contrast, is titled Sales Intelligence pricing and sells that side on its own. For a sales team buying alone, the seat-based tools are the ones to price first.

The enterprise platforms

1. Demandbase. Account data, predictive scoring, third-party intent, B2B advertising and account analytics, sold as one product. Its pricing page publishes no figures and describes the model instead: "a clear platform fee that covers all the essential software and services. In addition, there's a flat fee per user." The page names the product Demandbase for Sales and Marketing and says the company does not split it into separate solutions, though it offers Advertising as a starting place and Data solutions that can be used on their own (Demandbase pricing).

2. 6sense. The closest direct comparison. Its pricing page lists packages combining Sales Intelligence, data credits and predictive AI, with data credits used to "unlock and export emails, phone numbers and enriched contact and company records". No figures, demo booking only (6sense pricing). If you are evaluating it against cheaper combinations, we map each of its capabilities to a replacement in 6sense alternatives.

3. DemandScience. Terminus merged into DemandScience in November 2024 and the combined company operates under the DemandScience brand (merger announcement). If a shortlist you inherited still says Terminus, this is where it went. DemandScience now argues against the model it absorbed, describing a "Platform Tax" where after "spending six figures on a platform, most organizations still have to fund and execute every program required to generate pipeline". Treat it as an intelligence-plus-execution purchase and compare it to an agency retainer.

4. RollWorks. Ad-led account-based marketing from NextRoll. Its pricing address now opens AdRoll's pricing page, where three of the four AdRoll ABM packages carry a Request a Demo button rather than a number. The fourth, Account-Based Retargeting, has no fee to get started and bills only for media (AdRoll pricing).

The CRM-native options

These two matter because you may already be paying for them.

5. HubSpot ABM tools. Available with Marketing Hub or Sales Hub Professional and Enterprise. You get default properties out of the box: a Buying role on contacts with values such as Decision Maker, Budget Holder and Blocker; a Target account checkbox on companies; and an Ideal customer profile tier with three tiers. Target accounts can be synced to a LinkedIn matched audience as a company segment audience, and the Account overview requires a Sales Hub Professional or Enterprise seat (HubSpot ABM setup).

6. Salesforce Marketing Cloud Account Engagement. Salesforce publishes these figures, which makes it the only enterprise-tier product on this list you can price without a call. Growth+ is $1,250, Plus+ is $2,750, Advanced+ is $4,400 and Premium+ is $15,000 USD per org per month, all billed annually. Salesforce describes Plus+ as the edition adding account-based marketing and analytics. Growth+ through Advanced+ include 10,000 contacts and Premium+ includes 75,000, with additional contacts at $100 USD per 10,000 contacts per month (Salesforce pricing).

The activation channel you can buy directly

7. LinkedIn Campaign Manager. Not marketed as an ABM tool and used as one constantly, because it accepts company targeting lists natively. The requirements are published and they are strict: a list needs at least 300 rows to upload and must match a minimum of 300 member accounts before it can run in an active ad set, with a maximum of 20 MB or 300,000 companies and up to 48 hours to process (LinkedIn company list requirements).

That 300-account floor rules out the small named lists that ABM content usually assumes. It also disposes of a lot of vendor pitches, since a platform cannot serve ads to an audience LinkedIn will not build.

The data and workflow layer

8. Clay. A workflow layer that runs waterfall enrichment across many data providers, triggers on signals, and pushes into your sending stack. It publishes everything: a free tier with 500 actions and 100 data credits a month, Launch from $167 a month, Growth from $446 a month, and custom Enterprise pricing, with a 10% saving on annual billing (Clay pricing).

Keeping those enriched contacts reachable still depends on inbox reputation, so agencies running outreach across multiple client domains should weigh dedicated email warmup tools for agencies.

This is the tool that changed the build-or-buy maths for account-based work, because account data and prioritisation are two of the four jobs and Clay does both at a published price.

First-party signal tools

Cheaper than third-party intent and narrower: these watch your own properties rather than the open web.

9. Koala. Website visitor identification and intent scoring, with a free plan including 2 seats and 100 credits a month, Starter at $200 a month with 1,000 credits, Growth at $1,000 a month with 5,000 credits, and custom Business pricing (Koala pricing).

10. Common Room. Signal capture across owned channels plus a prospecting layer. Essential is $2,500 a month billed annually with 5 seats, up to 100k contacts, 5k research credits and 2.5k Prospector credits; Advanced and Enterprise are custom with 15 and 30 seats (Common Room pricing).

11. Warmly. Website de-anonymisation with inbound chat and routing. AI Web-Deanonymization starts at $10,000 a year, Inbound Chat at $20,000 and AI Inbound Autopilot at $30,000, each from 10K credits a month, with a GTM Signals add-on at $10,000 a year (Warmly pricing).

Worth knowing alongside these: Mutiny publishes a free tier and a $50 a month Business plan, with Enterprise starting at $40,000 a year, which is a useful illustration of how far apart the self-serve and enterprise ends of one product can sit. Leadfeeder, whose pricing page now announces that "Dealfront is now Leadfeeder", publishes a €0 Lite plan and Discover from €79 a month billed annually, which makes it the cheapest entry into visitor identification with a European data posture.

Account-based analytics, advertising and web experience pricing

Only analytics carries a published price on this list. Salesforce describes its Account Engagement Plus+ edition as adding account-based marketing and analytics, at $2,750 per org per month billed annually. Account-based advertising is quote-only at Demandbase and in three of AdRoll's four ABM packages, while the fourth, retargeting, has no fee to start and bills only for media. Mutiny's personalisation tool starts free.

The table sorts every tool here by what its own pricing page shows. The split is the one the introduction describes: quote-only at the platform end, published prices at both the enterprise and self-serve ends.

Choosing without a feature matrix

A feature matrix will not separate these tools, because they all claim all four jobs. Four questions will.

Count your list, name the job you are short of, check what you already own, and decide your price ceiling before the demo.

Two traps in the evaluation

Credits are not a price. Several tools on this list price partly or wholly in credits, and a credit means something different in each one. Clay counts actions and data credits separately. 6sense uses data credits to unlock and export records. Koala, Common Room and Warmly each meter their own units. Comparing a $200 plan with 1,000 credits against a $2,500 plan with 2,500 credits tells you nothing until you know what one credit buys and how many your workflow consumes per account. Model your own volume against each definition before comparing headline prices.

Integration depth is the hidden cost. Every tool here claims a CRM integration, and they range from a native bidirectional sync to a webhook you have to build against. The question to ask is specific: can it write to the account record, or only read from it? A tool that cannot write its signal back to the account is a separate screen your reps have to remember to check, and separate screens go unchecked.

A third point worth stating because it decides more evaluations than either: check what you already own before you shop. HubSpot's account-based tooling comes with Professional and Enterprise tiers of Marketing Hub or Sales Hub, and Salesforce's arrives at the Plus+ edition of Account Engagement. Teams routinely buy a signal tool while paying for account-based features sitting unused in the CRM contract.

Anyone weighing that HubSpot tier against a cheaper suite will find how Bitrix24 and HubSpot meter differently sets the seat count against the whole account.

What none of these tools do

They do not select your accounts, which depends on knowing which deals your team wins. They do not write anything worth reading. And they do not produce meetings, which is a function of contact data quality and message relevance rather than of orchestration.

That is worth saying plainly, because the failure mode in this category is buying coordination for a programme whose actual constraint is that nobody can reach the buying group. The ABM platforms comparison covers the build-or-buy line in more depth, the Demandbase review covers the largest platform specifically, and the wider GTM tools market map puts the category in context.

There is also a version of this decision that is not a tooling decision at all. If the gap is capacity rather than software, buying the execution is the alternative to buying the stack, and the ABM agency buyer's guide covers what those engagements include and how they are priced.

If the constraint is contact rather than coordination, that is the part we run, and you can see what a campaign against your target accounts would look like.

Pricing and features are taken from the vendors' own pages. Demandbase, 6sense, DemandScience and RollWorks published no figures at the time of writing. Verify current terms with the vendor before relying on them.

Sources: Demandbase pricing, 6sense pricing, DemandScience and Terminus merger, Salesforce Account Engagement pricing, HubSpot ABM setup, LinkedIn company list requirements, Clay pricing, Koala pricing, Common Room pricing, Warmly pricing, AdRoll pricing, Mutiny pricing, Leadfeeder pricing