TL;DR
- ABM platform pricing spans $12,000 to $300,000 or more per year, and the licence is rarely the full cost. Display ad spend is separate, typically $30,000 to $100,000 per year on RollWorks, and implementation plus enrichment can double the total.
- Clay is the strongest fit for teams that want to build account selection and orchestration themselves, from $185 per month.
- 6sense and Demandbase are the strongest fits for enterprise ABM with predictive scoring and advertising, at roughly $25,000 to $68,000 per year entry and rising past $300,000.
- RollWorks is the strongest fit for mid-market teams wanting advertising-led ABM, from roughly $10,000 per year for ABM Starter, with a mandatory twelve-month contract.
- Common Room, previously a strong option here, is being acquired by Zoom under an agreement signed 2 July 2026. Do not sign multi-year terms without clarity on the integration path.
Contents
- What an ABM platform actually delivers
- Comparison table: pricing, advertising, and intent
- The 7 platforms reviewed
- The costs that are not in the licence
- Do you need a platform at all
- Which platform fits which team
- FAQ
What an ABM platform actually delivers
An ABM platform does four things, and most buyers only need two of them.
Account selection and scoring identifies which accounts to target, usually blending your ICP definition with third-party intent data and predictive modelling. This is where 6sense and Demandbase concentrate their investment.
Advertising activation delivers display, social, and increasingly connected TV advertising to named accounts. This is where RollWorks and Terminus concentrate, and it is the reason those platforms exist as separate businesses.
Sales orchestration routes account signals to reps and coordinates the plays that follow. Clay, Unify, and Common Room concentrate here.
Measurement attributes pipeline and revenue back to account-level activity, which overlaps heavily with the attribution products covered in our RevOps comparison.
The expensive mistake is buying a full enterprise platform when what you needed was account selection plus orchestration. If you are not running meaningful display spend, you are paying for an advertising engine you will not use, and that engine is the most expensive component.
Comparison table: pricing, advertising, and intent
| Platform | Entry price | Predictive scoring | Native advertising | Third-party intent |
|---|---|---|---|---|
| 6sense | ~$25,000/yr | Yes, strongest | Yes | Yes, proprietary |
| Demandbase | $18,000 to $24,000/yr Basic | Yes | Yes | Yes |
| RollWorks | ~$10,000/yr ABM Starter | Yes | Yes, via AdRoll | Yes, Bombora add-on |
| Terminus | ~$30,000/yr | Partial | Yes, specialised | Yes |
| Clay | $185/mo Launch | Build your own | No | Via 100+ providers |
| Common Room | ~$12,000/yr Starter | Yes | No | Community and public |
| Factors.ai | $5,000/yr Basic | Partial | No | Yes |
| Platform | Typical mid-market annual | Enterprise range | Contract | Ad spend included |
|---|---|---|---|---|
| 6sense | $120,000 to $250,000 | $250,000 to $400,000+ | Multi-year common | No |
| Demandbase | $45,000 to $65,000 Professional | $70,000 to $300,000+ | Annual | No |
| RollWorks | $25,000 to $50,000 Standard | $30,000 to $100,000 | 12 months mandatory | No |
| Terminus | $2,000 to $8,000+/mo | $30,000 to $120,000 | Annual | No |
| Clay | $2,220 to $5,940 | Custom | Monthly or annual | n/a |
| Common Room | ~$30,000 median | $60,000+ | Annual only | n/a |
| Factors.ai | $15,000 Growth | $25,000 Enterprise | Annual | n/a |
The 7 platforms reviewed
1. 6sense
Best for: Enterprise revenue teams that want the deepest predictive account scoring available and have a RevOps function to operate it.
6sense blends thirteen years of proprietary Signalverse intent data with your first-party CRM and web signals, third-party signals including job changes and funding, and predictive AI that scores accounts by buying stage. It activates through advertising, CRM, and sales orchestration. Founded in 2013, it employs 1,648 people.
Pricing: Free plan with 50 credits per month. Paid is quote-only. Entry tiers are reported around $25,000 per year, with median buyers at roughly $55,000 to $63,000. Vendr data places small deployments at $50,000 to $120,000, mid-market at $120,000 to $250,000, and enterprise at $250,000 to $400,000 or more. Add 15% to 25% for implementation. Procurement typically runs four to twelve weeks.
Where it falls short: Cost and operational overhead. It requires dedicated RevOps headcount to run well, and that cost never appears on the quote. Multi-year contracts are common, which reduces your flexibility in a category that has changed rapidly.
Verdict: The most robust predictive model in the category, priced for organisations that already have the operating capacity to use it.
2. Demandbase
Best for: Enterprise teams that want account intelligence, advertising, and orchestration in one platform with strong CRM integration.
Demandbase is 6sense's closest structural competitor, covering account identification, intent, advertising, and sales insight. It also powers the identity resolution behind several visitor identification products, including RB2B's higher match rates.
Pricing: Vendr's median across 184 purchases is $68,591 per year, with a range from $24,000 to $164,379 and average savings of 13.27%. Reported tiering places Basic at $18,000 to $24,000, Professional at $45,000 to $65,000, and Enterprise at $70,000 to $300,000 or more.
Where it falls short: As with 6sense, the total cost of ownership includes staffing you may not have. Implementation timelines are long. The observed contract range of nearly seven times from lowest to highest means your negotiating preparation matters as much as the product evaluation.
Verdict: A genuine peer to 6sense. The choice between them usually comes down to which integrates better with your existing stack and which gives the better commercial terms, not to capability.
3. RollWorks
Best for: Mid-market teams that want advertising-led ABM with account scoring at a five-figure rather than six-figure entry point.
RollWorks, part of NextRoll alongside AdRoll, is the most accessible of the advertising-capable ABM platforms. It handles account identification, scoring, display and social advertising, and sales alerts.
Pricing: ABM Starter is reported at roughly $10,000 per year based on Vendr and G2 aggregate data. ABM Standard with Bombora intent runs $25,000 to $50,000 per year. The full range spans $30,000 to $100,000 annually, with mid-market estimates of $1,500 to $5,000 per month. Factors.ai's guide cites RollWorks from $850 per month at the entry end. A twelve-month contract is mandatory.
Where it falls short: This is the important one. Display ad spend is not included in the licence. Separate AdRoll spend of $30,000 to $100,000 per year is typical, which means a platform quoted at $25,000 can carry a real annual cost of $55,000 to $125,000. That is not hidden exactly, but it is rarely front and centre in the sales conversation, and it is the single most common budgeting failure in this category.
Verdict: The strongest fit for mid-market advertising-led ABM, provided you budget the media spend alongside the licence rather than after it.
4. Terminus
Best for: Teams whose ABM programme is primarily a multi-channel advertising programme.
Terminus is more display-specialised than RollWorks and less focused on account scoring, covering display, social, connected TV, and email signature advertising.
Pricing: $30,000 to $120,000 per year, with mid-market estimates of $2,000 to $8,000 or more per month. Pricing has increasingly aligned with Demandbase.
Where it falls short: Account scoring and predictive capability are weaker than 6sense, Demandbase, or RollWorks. As pricing has converged with Demandbase, the value argument has narrowed. Ad spend is separate here too.
Verdict: Justified where channel breadth, particularly connected TV and email signature advertising, is specifically what you need. Otherwise the alternatives score accounts better at similar cost.
5. Clay
Best for: Teams with a GTM engineer who want to build account selection and orchestration rather than license someone else's model.
Clay is not an ABM platform in the conventional sense, and that is the point. It calls over 100 data providers, lets you compose your own account scoring logic from firmographic, technographic, hiring, funding, and intent inputs, and pushes qualified accounts into your sequencer or CRM.
Forma Norden's internal assessment ranks Clay first for ABM, with Common Room as the top alternative. That reflects a view that account selection is a data problem you should control rather than a model you should rent.
Pricing: Free tier with 100 data credits, 500 actions per month, unlimited seats, and 200 rows per table. Launch at $185 per month, roughly $167 annually, with 2,500 credits and 15,000 actions. Growth at $495 per month, roughly $446 annually, with 6,000 credits and 40,000 actions. Enterprise custom. The March 2026 repricing cut data costs 50% to 90% and stopped charging for failed lookups. Clay crossed $100M ARR in June 2026 and raised a $100M Series C at a $3.1B valuation.
Where it falls short: No native advertising activation at all, so if display is core to your programme Clay cannot replace RollWorks or Demandbase. No prebuilt scoring models. It requires an operator, and without one it sits unused, which is the most common failure mode we see.
Verdict: The strongest fit where you have the capability to run it and advertising is not central. Combine it with a media buying platform if you need both.
6. Common Room
Best for: Teams whose target accounts are visible in communities, on social platforms, and in public sources rather than only through intent data.
Common Room resolves person-level signals across community platforms, social channels, and public sources into a single record via its Person360 identity graph, then acts on them with RoomieAI agents. It serves over 400 customers.
Pricing: Starter reported at roughly $12,000 per year for 35,000 contacts and 2 seats. Team at roughly $30,000 per year for 100,000 contacts and 3 seats, though sources also cite $2,500 per month and an Essential tier at $2,100 per month. Enterprise from $60,000 per year for 200,000 contacts, 10 seats, and SAML or SCIM. Vendr's median across 66 to 67 purchases is roughly $30,750 per year, ranging from $13,750 to $102,550. Onboarding adds $5,000 to $20,000 or more. Annual billing only.
Where it falls short: Zoom signed a definitive agreement to acquire Common Room on 2 July 2026, with the technology folding into Zoom Revenue Accelerator. Pricing, packaging, standalone availability, and roadmap are all now uncertain. No advertising activation.
Verdict: Excellent person-level coverage available at a moment of maximum uncertainty. If you buy, negotiate twelve months with a data export clause.
7. Factors.ai
Best for: Small and mid-sized teams that want account identification, intent, and measurement with published pricing.
Factors.ai combines website de-anonymisation, intent signals, and attribution in one product, and it is one of the few platforms in this category that publishes its pricing openly.
Pricing: Free tier available. Basic at $5,000 per year, Growth at $15,000, and Enterprise at $25,000. For context, Factors.ai's own market guide states that basic ABM tools run $399 to $850 per month, mid-tier $999 to $2,500 per month, and enterprise platforms $165,000 to $325,000 per year.
Where it falls short: No advertising activation. Predictive scoring is shallower than the enterprise platforms. Best understood as an entry point into ABM rather than a destination.
Verdict: The most accessible and most transparent option here, and honest about its scope.
The costs that are not in the licence
One analysis of this category notes that ABM platforms span $12,000 to $300,000 or more annually, that Demandbase and 6sense sit at $60,000 to $300,000 or more while RollWorks and Terminus sit at $12,000 to $80,000, and that hidden costs including implementation, ad spend, and enrichment can double the total. That last point deserves expanding, because it is where budgets fail.
Display ad spend. On RollWorks and Terminus the licence buys the targeting and measurement layer. The media itself is separate, typically $30,000 to $100,000 per year for a serious programme. A platform quoted at $25,000 can therefore carry a real cost above $100,000.
Implementation. 6sense adds 15% to 25% of platform cost. Common Room adds $5,000 to $20,000 or more. Enterprise deployments of Demandbase are comparable. These are one-time but they land in year one alongside the licence.
Enrichment. ABM platforms identify accounts. They do not reliably give you contact-level data for every buying committee member at those accounts, which means a separate enrichment budget. Our waterfall enrichment comparison covers the cost per contact maths in detail.
Staffing. The genuinely large hidden cost. An enterprise ABM platform without a dedicated operator produces dashboards nobody acts on. Budget for at least a partial RevOps or marketing operations allocation, and treat that as a purchase requirement rather than a nice to have.
Content. Account-based advertising needs account-relevant creative. Running generic creative to a precisely targeted account list wastes the targeting you just paid for.
A realistic year-one model for a mid-market RollWorks programme therefore looks closer to $80,000 than to the $25,000 licence, and knowing that before the internal approval conversation is considerably better than discovering it after.
Do you need a platform at all
A meaningful number of teams buy an ABM platform to solve a problem that is not a tooling problem.
The honest prerequisites for a platform to pay back are a defined target account list you actually believe in, contact-level coverage of the buying committee at those accounts, content that speaks to those accounts specifically, and a sales team that will work the signals the platform generates. If any of those four is missing, the platform will surface the gap rather than fix it.
Where those prerequisites exist, the platform earns its cost by doing at scale what you could otherwise only do for your top twenty accounts manually.
Where they do not, a lighter stack usually outperforms. Clay for account selection and orchestration, a visitor identification tool for the accounts already on your site, and LinkedIn advertising bought directly will cover a great deal of ground for under $2,000 per month. That is not a permanent answer for an enterprise programme, but it is a considerably better first step than a $60,000 commitment.
The test we use: if you cannot name the fifty accounts that matter most and explain why, the tooling is premature.
Which platform fits which team
| Situation | Strongest fit | Why |
|---|---|---|
| Enterprise, predictive scoring priority | 6sense | Deepest intent dataset and scoring model |
| Enterprise, want advertising plus intelligence | Demandbase | Comparable to 6sense, strong CRM integration |
| Mid-market, advertising-led | RollWorks | ~$10,000 entry, budget media separately |
| Need connected TV or email signature ads | Terminus | Broadest channel coverage |
| Have a GTM engineer, advertising not central | Clay | Build your own scoring from 100+ providers |
| Community-led motion | Common Room | Best person-level coverage, verify Zoom terms |
| First ABM purchase, small budget | Factors.ai | $5,000 per year Basic, published pricing |
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FAQ: ABM Platforms
How much does an ABM platform cost?
The category spans $12,000 to $300,000 or more per year. Demandbase and 6sense typically run $60,000 to $300,000 or more, while RollWorks and Terminus run $12,000 to $80,000. Factors.ai publishes tiers at $5,000, $15,000, and $25,000 annually. Clay starts at $185 per month. Implementation, ad spend, and enrichment can roughly double the licence cost.
Is ad spend included in ABM platform pricing?
No. On RollWorks and Terminus the licence covers targeting, delivery, and measurement, but the media itself is separate. Typical AdRoll spend alongside RollWorks runs $30,000 to $100,000 per year, so a $25,000 licence can carry a real annual cost above $100,000.
What is the difference between 6sense and Demandbase?
Both cover account identification, intent, predictive scoring, advertising, and orchestration at enterprise scale. Vendr's median is $68,591 for Demandbase across 184 purchases, while 6sense median buyers sit at $55,000 to $63,000 with enterprise deployments reaching $400,000. The decision usually comes down to stack integration and commercial terms rather than capability.
Can I run ABM without a dedicated platform?
Yes, for a first programme. Clay for account selection and orchestration, a visitor identification tool for accounts already on your site, and LinkedIn advertising bought directly covers substantial ground for under $2,000 per month. A platform earns its cost once you need to run at scale beyond what a person can manage manually.
What happened to Common Room?
Zoom signed a definitive agreement to acquire Common Room on 2 July 2026, folding the technology into Zoom Revenue Accelerator. Common Room serves over 400 customers and financial terms were not disclosed. Pricing, packaging, and standalone availability are now uncertain, so negotiate short terms with a data export clause.
What is the cheapest ABM platform?
Factors.ai at $5,000 per year for Basic is the lowest published enterprise-style tier, with a free plan available. Clay at $185 per month is cheaper still but provides account selection and orchestration rather than advertising. RollWorks ABM Starter at roughly $10,000 per year is the cheapest advertising-capable option.
Yananai A. Chiwuta
Author
Yananai Chiwuta is a Go-To-Market Architect and founder of Forma Nôrden. He builds Go-To-Market growth systems for B2B companies selling into enterprise and mid-market accounts.
Celine Sky
Reviewer
Celine ensures technical accuracy and strategic alignment across all Forma Nôrden playbooks and resources.
