Best Account Based Marketing Software: 6 Compared

Account Based Marketing Software at a glance

How we chose

Six tools, one honest finding: four of them publish no prices at all. Demandbase, 6sense, RollWorks and Adobe Marketo Engage were all checked on their pricing pages on 14 November 2026, and none shows a figure — every one is quote-only. HubSpot Marketing Hub and Salesforce are the only options here with published entry prices. No hands-on testing was done. Two things changed since older lists were written: Terminus merged with DemandScience in November 2024 and now operates as ABX by DemandScience — its pricing page returns a 404, so it is not listed as a separate product — and 2026 reporting presents RollWorks as AdRoll ABM. HubSpot's Marketing Hub Starter figure is corroborated rather than directly verified today, because its pricing page did not render prices to a direct check; the $20 list rate and the $7 new-customer promotion come from multiple recent reads of HubSpot's own pricing page. Marketo's page could not be reached at all today, and its "no public prices" finding rests on a check of Adobe's own pricing page from 28 October 2026.

What account based marketing software does

Account based marketing, or ABM, turns the usual funnel around. Instead of attracting as many leads as possible and sorting them later, the team picks a list of target accounts first, then markets to those accounts specifically. The software supports four jobs: identifying and ranking the accounts, showing intent signals that an account is researching a purchase, running ads and content aimed at the accounts, and measuring engagement per account rather than per lead.

The feature that separates ABM tools from a CRM is intent data. A CRM tracks the accounts you already know. An ABM tool watches for signs that an account is in the market — employees reading articles about your category, visiting competitor sites, searching for related terms — and ranks accounts by how likely they are to buy. Sales then calls the accounts showing intent first, instead of working down an alphabetical list.

1 1. Demandbase: best for large teams that want a full ABM platform

Demandbase's pricing page loads and shows no prices — its copy offers a customised pricing plan that grows with the team. The platform covers account identification, intent data, advertising and measurement in one place, which suits a large team running ABM as a full programme rather than a single campaign. There is no public free tier and no trial stated. Skip Demandbase if you need a published price before a sales call, because the price only appears in a quote.

2 2. 6sense: best for teams that want intent data at the centre

6sense's pricing page returned a 403 to a direct check on 14 November 2026, so no figure could be verified on the vendor page today. Third-party sources report no public paid pricing — all paid plans are custom-quoted — and a free tier at $0 with 50 credits a month for company and people search, alerts, a list builder and a Chrome extension. Paid ranges of roughly $50,000 to $200,000 a year are reported by third parties and are not published here as vendor prices. 6sense suits a team that wants intent data at the centre of its ABM work. Skip 6sense if you need to see pricing on the vendor's site before a demo.

3 3. RollWorks: best for mid-size teams that want ABM without enterprise complexity

RollWorks' pricing page loads and shows only "Contact Sales" and "Request a Demo" — no prices anywhere on the page. It suits a mid-size team that wants ABM capabilities without the scale and cost of an enterprise platform. Note that 2026 reporting presents RollWorks as AdRoll ABM, so the name you meet in a sales conversation may be AdRoll ABM rather than RollWorks. Skip RollWorks if you want to compare prices without a sales conversation, because the price only appears in a quote.

4 4. HubSpot Marketing Hub: best for teams already running HubSpot CRM

HubSpot Marketing Hub's Starter plan costs $20 a seat a month at list rate, with a new-customer promotion of $7 a seat a month billed annually and $10 billed monthly. Professional costs $800 a month billed annually with a required $3,000 one-time onboarding fee, 3 core seats and 2,000 marketing contacts; Enterprise costs $3,600 a month with a $7,000 onboarding fee, 5 core seats and 10,000 marketing contacts. A free Marketing Hub exists. HubSpot suits a team already running HubSpot CRM that wants ABM inside the same platform, with the same contacts and reporting. Skip HubSpot if your budget is under $20 a seat a month.

5 5. Salesforce: best for teams that want ABM inside Salesforce

Salesforce's Starter Suite costs $25 per user per month, billed monthly or annually, verified directly on the vendor page. Higher tiers were not extractable from the page on the day, and third-party sources list Professional at $100, Enterprise at $165 and Unlimited at $330 a user a month — those figures are corroborated, not verified here. Salesforce suits a team that already runs Salesforce and wants ABM features — account engagement, advertising and reporting — inside the CRM it already pays for. Skip Salesforce if your budget is under $25 per user a month.

6 6. Adobe Marketo Engage: best for enterprise teams with large databases

Marketo Engage publishes no prices. Its four packages — Growth, Select, Prime and Ultimate — all show "Get pricing" and require a custom quote, priced by database size. The pricing page could not be reached at all on 14 November 2026, and the "no public prices" finding rests on a check of Adobe's own pricing page from 28 October 2026. Figures of $895 or $1,495 a month appear on third-party sites and are practitioner or reseller estimates, not vendor prices, and are not used here. There is no free plan and no free trial. Marketo suits an enterprise team with a large database that needs deep automation and is prepared to pay for a custom contract. Skip Marketo if your database is small and you want a published starter price, because none exists.

A worked example: five marketers, two priced tools, four quotes

Take a team of five marketers choosing ABM software. Only two tools on this list can be priced without a sales call. HubSpot Marketing Hub Starter at its $20 list rate costs $100 a month for five seats — or $35 a month on the $7 new-customer promotion. Salesforce Starter at $25 a user costs $125 a month for five users. The other four tools — Demandbase, 6sense, RollWorks and Marketo — are quote-only, so the team asks each for a quote on the same numbers: 500 target accounts, 10,000 contacts, five users, and a twelve-month contract. The quotes will differ by far more than the $25 gap between HubSpot and Salesforce, because enterprise ABM pricing depends on database size and intent-data volume rather than seats. The lesson is to send every vendor the same brief and compare the quotes on identical numbers, rather than comparing a published price against a quote.

Mistakes to avoid with account based marketing software

• Comparing a published price against a quote. A $20 seat price and a custom quote are not comparable. Send every vendor the same brief — accounts, contacts, users, contract length — and compare like with like.
• Buying intent data you will not use. Intent signals only help if sales acts on them weekly. A team that checks intent monthly is paying for data it ignores.
• Picking too many target accounts. ABM works on a focused list. Five hundred accounts with real intent beat five thousand names nobody has time to work.
• Forgetting the database. Marketo and other enterprise tools price by database size. Clean the database before you ask for a quote, or you will pay for contacts you should have deleted.
• Running ABM without sales. ABM fails when marketing picks accounts sales will not call. Agree the target list with sales before you buy the software.
• Trusting third-party price figures. Ranges such as "$50,000 to $200,000 a year" for 6sense or "$895 a month" for Marketo are estimates from other sites, not vendor prices. Do not budget on them.

Six account based marketing terms worth knowing

• Target account: a named company the team has chosen to pursue, rather than any lead that arrives.
• Intent data: signals that an account is researching a purchase, such as employees reading articles about your category.
• ABM: account based marketing — marketing aimed at a named list of accounts rather than a broad audience.
• Core seats: the number of paid users included in a plan before extra seats are charged.
• Marketing contacts: the contacts counted for billing in a marketing platform, usually those you can email.
• Database size: the number of records in a marketing database, which enterprise tools use to set the price.

For the wider CRM picture, see the best CRM software post and the HubSpot alternatives comparison. The best lead generation software post covers finding target accounts, and Adziq's content service page covers account-targeted content if you want it written for you.

Common questions

Sources

• Demandbase pricing
• 6sense pricing
• RollWorks pricing
• HubSpot Marketing Hub pricing
• Salesforce Sales Cloud pricing
• Adobe Marketo Engage pricing

Adziq sells marketing services and does not accept payment for placement in its articles. See our editorial policy.