Account-Based Marketing Tools: 11 Platforms Compared by What They Actually Do
Eleven account-based tools sorted by the four jobs they do, with every price taken from the vendor's own page and a clear split between published and quote-only.
Account-based tooling splits into four jobs: account data, signal and intent, activation, and orchestration. The enterprise platforms bundle all four and publish no prices, while the data, signal and workflow tools publish theirs. Buying a suite for a job you could buy directly is the most common way to overspend.
Key takeaways
- Five of the eleven tools most often shortlisted publish a readable price, four route every pricing question to a demo, and two are priced by auction or by suite tier.
- Salesforce publishes Marketing Cloud Account Engagement at $1,250 to $15,000 per org per month, making it the only enterprise-tier option on the list you can price without a call.
- LinkedIn company targeting lists need at least 300 rows and must match 300 member accounts, which disqualifies small named lists from matched-audience advertising entirely.
- Clay publishes a free tier and paid plans from $167 a month, and Koala a free plan with paid tiers at $200 and $1,000, so the data and signal jobs have published-price answers.
Reviewed and updated August 7, 2026
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 in August 2026.
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.
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." Demandbase One is not split into separate Marketing and Sales editions, though Advertising is offered as an entry point and Data solutions can be bought standalone (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 page now redirects to AdRoll, where the ABM packages carry a Contact Sales button rather than a number.
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).
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. Dealfront 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.
- Demandbase: platform fee plus per user
- 6sense: packages, demo required
- DemandScience: intelligence plus execution
- RollWorks: Contact Sales via AdRoll
- Salesforce Account Engagement: $1,250 to $15,000 per org per month
- Warmly: $10,000 to $30,000 per year
- Common Room Essential: $2,500 per month
- Mutiny Enterprise: from $40,000 per year
- Clay: free, then from $167 per month
- Koala: free, then $200 and $1,000 per month
- Dealfront: free Lite, Discover from €79 per month
- LinkedIn Ads: pay per campaign, 300-account floor
Choosing without a feature matrix
A feature matrix will not separate these tools, because they all claim all four jobs. Four questions will.
- Step 1Count your list
Under a few hundred accounts rules out ad-led platforms and the LinkedIn matched-audience floor of 300.
- Step 2Name the job you are short of
Data, signal, activation or orchestration. Buy that one directly before buying a suite.
- Step 3Check what you already own
HubSpot Professional and Salesforce Account Engagement Plus both include account-based tooling you may be paying for.
- Step 4Decide your ceiling before the demo
For quote-only vendors, set the number as a share of the pipeline the programme must produce.
- Yes: Target list is under a few hundred accounts
- Yes: The binding constraint is reaching buyers, not coordinating teams
- Yes: One team runs the programme end to end
- No: Account-based advertising is a core, funded channel
- No: Six or more channels need one shared account view
- Depends: Third-party intent would change who gets contacted this week
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.
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.
All pricing verified against each vendor's own pricing page as of August 2026. 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
Frequently asked questions.
Frequently asked questions- What is the best ABM tool for a small team?
- For a list under a few hundred accounts, a data and workflow layer plus your existing CRM covers most of the work. Clay publishes a free tier and paid plans from $167 a month, and Koala publishes a free plan for first-party signal. The enterprise platforms are built around coordination across many teams and channels, which small teams do not need.
- Which ABM tools publish their pricing?
- Clay, Koala, Common Room, Warmly, Salesforce, Mutiny and Dealfront all publish figures on their own pages. Demandbase, 6sense, DemandScience and RollWorks do not, listing packages or models and routing to a demo. The split tracks the product: data and signal tools are self-serve, while the bundled platforms sell through a sales process.
- Do I already own ABM tools?
- Possibly. HubSpot includes account-based tooling with Marketing Hub or Sales Hub Professional and Enterprise, including target account and buying role properties and an ideal customer profile tier. Salesforce includes account-based features in Marketing Cloud Account Engagement from the Plus tier. Check the contract before evaluating anything new.
- What can ABM tools not do?
- They do not select your accounts, which depends on knowing which deals your team wins, and they do not write anything worth reading. They also do not produce meetings, which comes from contact data quality and message relevance. Buying orchestration when the real constraint is reaching the buying group is the category's characteristic mistake.
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