Best ABM Platforms in 2026
Short answer: Demandbase is the ABM platform to quote first in 2026 when sales and marketing share one account model. It publishes no dollar, only a platform fee plus a flat fee per user. 6sense is the predictive pick, and new buyers cannot open a free Sales Intelligence seat after August 12, 2026. HubSpot is the published price: Marketing Hub Professional starts at $890/mo for 3 seats, the tier that includes ABM tools. AdRoll ABM, formerly RollWorks, retargets accounts with no platform fee, and Mutiny Business at $50/mo fits a 1:1 page rather than an ad network.
10 tools compared on price, features and fit, with prices checked on vendor pages in September 2026.
Demandbase is the account platform to price when marketing and sales have to work the same named list. Skip it when this week's decision needs a number in the spreadsheet, because the pricing page names a platform fee plus a flat fee per user and prints neither. A team that already lives in a CRM should read the HubSpot tier before it books that demo.
The cue that an account is researching you belongs in the signal-based selling tools guide. The sequence that follows a click belongs in the sales engagement platforms guide. Settle which system stores the company in the CRM for sales teams guide before a second account model gets a budget.
Toolradar data: among the 343 marketing automation tools we track, 32% have a free or freemium plan (10 free and 100 freemium), and 226 are paid only (66%). A free row in that marketing automation category is often email, not a named-account program.
How we chose: these 10 were ranked for a US B2B team that will market to a named company list, against the 343 tools in that category. Prices are USD, checked on vendor pages in September 2026, with no paid placement in the ranking, and the method is on how we rate.
Top Picks
Picked by editorial review, informed by G2 and Capterra review volume and rating and by media mentions, the signals behind our category rankings. How we rate
| Tool | Starting price | Rating | Best for |
|---|---|---|---|
| Demandbase | Platform fee + per user | 4.42,005 reviews | Revenue teams that want ads, data, and sales on one account model. |
| 6sense | Sales-quoted | 4.21,104 reviews | Teams that want buying stages and will buy the Predictive add-on. |
| HubSpot | From $890/mo, 3 seats | 3.919,150 reviews | Teams already in HubSpot that need ABM tools at a published price. |
| RollWorks | No fee on retargeting | 4.3580 reviews | Teams that want account retargeting before a full ABM contract. |
| Influ2 | No public list price | 4.6161 reviews | Teams that must advertise to named people, not job titles. |
| Marketo Engage | No public USD price | 3.83,163 reviews | Enterprise teams whose account programs live in marketing automation. |
| Metadata | Scoped on a demo | 4.5346 reviews | Paid media teams that want agents to run account audiences. |
| ZoomInfo | Lite free; intent paid | 4.116 reviews | Teams whose account list starts in a contact database. |
| LinkedIn Ads | From $10/day | 1.23,043 reviews | Teams that can upload a company list and bid in the auction. |
| Mutiny | From $50/mo Business | 4.633 reviews | Teams that need 1:1 account pages before a large contract. |
Revenue teams that want ads, data, and sales on one account model.
Demandbase's 'Contact Us' pricing for its ABX Cloud suggests a high-end, enterprise-focused solution.
Watch out
Onboarding and training costs
Teams that want buying stages and will buy the Predictive add-on.
6sense's pricing model, with custom quotes for paid plans, suggests it's on the expensive side, typical for enterprise-grade AI platforms.
Watch out
Custom pricing implies high minimums
HubSpot
- 4.4 on G2 (13,374 reviews)
- 4.5 on Capterra (4,455 reviews)
- 4.3 on TrustRadius (669 reviews)
- 1.8 on Trustpilot (613 reviews)
- 4.1 on PeerSpot (39 reviews)
Teams already in HubSpot that need ABM tools at a published price.
HubSpot's pricing is the most complex in SaaS, 7 Hubs, 4 tiers each, per-seat AND per-contact charges, plus mandatory onboarding fees.
Watch out
Marketing contacts vs non-marketing contacts: HubSpot only charges for 'marketing contacts' (those you email, use in ads, or include in workflows). But the distinction is confusing, and accidentally including contacts in a marketing email converts them to paid marketing contacts with no undo
Teams that want account retargeting before a full ABM contract.
While a free tier is generous for basic account identification, the lack of transparent pricing for core ABM features suggests it could be expensive for SMBs, likely catering to mid-market and enterprise clients with larger budgets.
Watch out
Potential minimum spend requirements for paid tiers.
Teams that must advertise to named people, not job titles.
Influ2's 'Contact' pricing for their Enterprise tier suggests a high-touch, potentially expensive solution tailored for larger organizations.
Watch out
Setup and onboarding fees probable
Enterprise teams whose account programs live in marketing automation.
It's best suited for large enterprises with significant marketing budgets and complex automation needs.
Watch out
Add-ons like Marketo Measure can increase price
Paid media teams that want agents to run account audiences.
Metadata.io's 'Contact Us' pricing for their Enterprise tier suggests a high-end, potentially expensive solution tailored for larger organizations.
Watch out
Potential for implementation/onboarding fees
Teams whose account list starts in a contact database.
It's best for established businesses with significant budgets and a critical need for extensive B2B intelligence.
Watch out
Minimum seat requirements often apply
Teams that can upload a company list and bid in the auction.
It's best for B2B companies looking to target professionals with precision.
Teams that need 1:1 account pages before a large contract.
What an ABM platform is
An account-based marketing platform is software that picks named companies, reaches the buying group, and reports pipeline against that list rather than a broad audience.
Three purchases share that label, and mixing them up is how a team signs the wrong contract. A full account platform scores companies and can advertise, which fits a revenue team that will share one model. A CRM tier adds target-account fields, workflows, and reports, which fits a team that already stores the company there. An advertising door reaches the list on one channel, which fits a team that already knows the accounts and does not want a second system of record.
Buying the full platform when the list is 40 companies pays for scoring and a media line the team will not staff. Demandbase and 6sense are the full platforms for a team that will share one model. HubSpot and Marketo Engage are the automation seats that can run an account program inside a system you already pay for. AdRoll ABM, Influ2, Metadata, and LinkedIn Ads turn a known list into an ad. ZoomInfo is the contact file that list often starts in, and Mutiny is the 1:1 page rather than the ad server.
Why the homepage price is rarely the ABM product
The number on a marketing homepage is often a seat that sends email, while the account program is the next contract or a quote that never prints a dollar. A team that models the cheap seat will miss the tier that can mark a target account.
HubSpot's product catalog prices Marketing Hub Starter as a low per-seat plan, and its knowledge base limits ABM setup to Professional or Enterprise on both Marketing Hub and Sales Hub. Professional is the published base, and onboarding sits on top of that monthly fee, so the hero price is not the year-one bill. The account overview on a company record needs the Sales Hub Professional seat, a separate price with its own onboarding.
Demandbase will not split the flagship into a marketing-only contract, so a team that only wanted ads still hears the full platform story. 6sense puts buying-stage reports behind the Predictive add-on, and a Sales SDR or AE cannot open that report. LinkedIn will accept a company list and then refuse to run it until enough member accounts match. Budgeting the minimum without the feature leaves the program unfinished.
Key Features to Look For
One model or a pile of logins (Essential)
Demandbase does not split the flagship into separate marketing and sales solutions, so the quote is one platform fee plus a flat fee per user. Headcount is the lever you can sketch before the call, which suits a shared revenue team and wastes money if you only wanted ads.
Advertising and data can be bought as starting points, a smaller contract than the flagship. HubSpot puts ABM tools on Professional editions of Marketing Hub and Sales Hub, so a team already in that CRM may skip a second account system.
Who the ad can name (Essential)
Influ2 serves ads to named contacts synced from the CRM, across LinkedIn, Facebook, Instagram, Google, Bing, and Amazon, so the audience is people sales already wants. That suits a team with a buying group in the CRM, and it is the wrong buy when all you hold is a logo list.
LinkedIn company lists target the company, then you can layer job function or seniority, which is a title inside an account rather than a named person. AdRoll's Account-Based Retargeting package has no fee to get started and you pay only for media, which reaches people who already touched the site.
The score you can actually open (Essential)
6sense buying stages run Target, Awareness, Consideration, Decision, and Purchase, and that report requires the Predictive add-on, so a quote that skips the module never shows a stage. All ABM users can view segment performance, while a Sales Intelligence user must be a Primary admin or a Sales admin.
An SDR or AE without that role will not see the number marketing is presenting. Monthly segment data arrives on the 3rd of the following month at 12:00 AM UTC, so a Monday pipeline meeting can still be looking at last month.
Pipeline in dollars you trust (Important)
6sense segment reports include New Pipeline and Total Won only for opportunity amounts in US dollars, or an undefined currency, based on the CRM mapping. A euro CRM drops the dollars marketing expects to show. Revenue Marketing with no CRM integration shows engagement and withholds opportunity pipeline, so the screen is a traffic report.
Retargeting campaigns are left out of those segment reports, so a retargeting-only program looks empty. Demandbase Ads connects display, video, CTV, social, and web to account activity, and the pricing page still prints no platform fee.
The list the channel will accept (Important)
LinkedIn company lists need a minimum row count and a minimum of matched member accounts before an ad set can use them, and a short dream list fails before the auction matters. LinkedIn also recommends a longer file, caps the upload, and expires an audience that sits unused.
Matching is not instant, so a Friday upload can miss a Monday launch. A list of 40 accounts fails that minimum, so the channel is wrong until the file is longer or you advertise to named people another way.
Who holds the budget (Important)
Metadata publishes no price list and no free trial, and the agents do not launch spend until someone on your team approves it, so you still staff an approver. The quote moves when you add channels, spend, or more of the work, including LinkedIn, Meta, Google, Microsoft, and Reddit.
AdRoll has no minimum spend and prices media on a dynamic CPM, so a busy week costs more than a quiet one. A platform fee plus a media line is two budgets, and only the software line shows up in a comparison like this.
A number you can spreadsheet (Important)
HubSpot, LinkedIn Ads, and Mutiny print at least one USD figure, so a team can compare them before a call and leave the quoted platforms for later. Demandbase, 6sense, Influ2, Marketo Engage, Metadata, and paid ZoomInfo do not print a dollar, and AdRoll prints a commercial term only for retargeting. Rank those quoted platforms after the order form, and use a published plan when the decision has to happen this week.
What to weigh before you sign
Name the job before the vendor, because scoring a market, marking accounts in the CRM, advertising to companies, and advertising to named people are four different purchases.
Separate the platform fee from media, because AdRoll retargeting has no platform fee and you still pay for impressions, while Demandbase Advertising can be a starting place rather than the flagship.
Match the CRM before the feed, because 6sense opportunity metrics need a CRM integration and USD amounts, and the wider stack is the marketing automation software guide.
Evaluation Checklist
Ask Demandbase whether the quote is the flagship, the advertising starting place, or data alone, because the pricing page treats those as different purchases.
Ask 6sense whether the Predictive add-on and a CRM integration are on the order, because buying stages and USD pipeline both depend on that, and SDR or AE seats cannot open the segment report.
On HubSpot, confirm Professional rather than Starter, and add the $3,000 marketing onboarding or the $1,500 sales onboarding before you compare that base with a quote.
Count the company list before you choose LinkedIn, because a short file fails both the row minimum and the matched-member minimum and never reaches the auction.
Split every quote into software and media before you compare vendors. AdRoll retargeting has no platform fee and still bills a dynamic CPM, and Metadata will not spend until your team approves the launch.
Pricing Overview
Full account platform
Demandbase or 6sense when sales and marketing will share scoring, ads, and one account model.
Platform fee plus seats, or a sales quote
ABM inside the CRM
HubSpot when target accounts, workflows, and reports should live where the company record already sits.
Professional base, plus required onboarding
Account advertising
AdRoll ABM for site retargeting, Influ2 for named people, Metadata when agents should run the campaigns.
No platform fee on retargeting, or a custom media plan
The channel itself
LinkedIn Ads when a long company list is ready and your team will manage the auction.
Daily auction floor, no software seat
The page, not the DSP
Mutiny when each target account needs a page or a deal room and nobody is buying media yet.
Business monthly, enterprise annual floor
Pricing Comparison
| Tool | Best for | Entry price | What you actually get | Contract |
|---|---|---|---|---|
Demandbase | One account model | No public price | Platform fee plus a flat fee per user | Flagship is not marketing-only |
Buying stages | Sales-quoted | Predictive add-on for stage reports | Free SI plan ended Aug 12, 2026 | |
ABM in the CRM | $890/mo Professional | 3 Core Seats, 2,000 marketing contacts | Onboarding is $3,000 | |
Account ads | No fee on retargeting | Pay for media; full ABM is a demo | No minimum spend | |
Named-person ads | No public price | CRM contacts across 6 ad networks | Quote | |
Enterprise ABM journeys | No public price | Account-based package is one of four | Get pricing | |
Metadata | Agents on account ads | No public price | 8 channels, 800M+ profiles | No free trial |
The contact file | Lite is free | 10 credits/mo; intent is a paid add-on | Paid plans are quoted | |
Company-list ads | $10/day minimum | 300 rows and 300 matched members | Lifetime floor is $100 | |
Mutiny | 1:1 account pages | $50/mo Business | 50 credits a month | Enterprise from $40,000/year |
Verified September 2026 on vendor pages: Demandbase pricing, Demandbase Ads, 6sense segment reports, 6sense free-plan note, HubSpot product catalog, HubSpot ABM setup, AdRoll pricing, Influ2 contact-level ads, Marketo Engage pricing, Metadata pricing, ZoomInfo cost, LinkedIn budgets, LinkedIn company lists, Mutiny pricing.
Mistakes to Avoid
- ×
Buying HubSpot Starter for an account program, when ABM tools and the target accounts home start on Professional and the marketing onboarding fee is separate.
- ×
Treating AdRoll's no-fee retargeting package as the full Account-Based Marketing package, which is a demo and does not print a price.
- ×
Uploading a short target-account list to LinkedIn and expecting it to run, when both the row count and the matched-member count have minimums.
- ×
Assuming 6sense still offers a free seat a new rep can open, when that plan has closed and paid access was the part that stayed.
- ×
Comparing Mutiny's monthly plan with Demandbase, when one builds pages and the other is the account platform with a platform fee plus seats.
Expert Tips
- →
If the company record already lives in HubSpot, price Professional before you book a platform demo, because that published base is the number a quote has to beat.
- →
Use LinkedIn's company list when you have 1,000 names and will manage the auction. Move to Influ2 when the audience has to be a named person from the CRM, and expect a quote.
- →
On 6sense, ask for the Predictive add-on in writing, and check that opportunity amounts are USD, because the stage report and the pipeline summary both fail quietly without those.
- →
Start AdRoll on Account-Based Retargeting if the traffic already exists. Move to the fuller ABM packages only after a demo names journey stages, because those packages do not print a price.
- →
Keep ZoomInfo Lite as the contact peek and buy intent only if the account program needs it, because that free tier is a sample of the file rather than the ads.
Red Flags to Watch For
- !
- !
A company-list pitch for a short logo file, when LinkedIn will not run a list that misses its matched-member minimum.
- !
A platform fee that quietly includes a media commitment you did not ask to buy, so the software quote is not the year-one bill.
- !
Buying-stage slides from a login the AE cannot open, or pipeline counted in a currency that 6sense's USD summary will drop.
- !
A second account system on top of a CRM that already has target accounts, workflows, and a LinkedIn matched audience.
- !
An unused LinkedIn company audience that expires after 90 days, then a relaunch that waits up to 48 hours to match again.
The Bottom Line
Quote Demandbase when sales and marketing will share one account model, and wait for the order form before you treat the missing dollar as a tie. Buy HubSpot Professional when the account program should live in the CRM you already pay for. Use AdRoll ABM retargeting, Influ2, Metadata, or LinkedIn Ads when the job is the ad, and use Mutiny when the job is the page.
6sense stays on the short list when you need buying stages, and the free Sales Intelligence seat is closed to new buyers. Marketo Engage stays there for enterprise journeys, with no USD price on the package page. Prices above were checked on vendor pages in September 2026, against the 343 tools in the marketing automation category, with no paid placement. Cite this: Toolradar, "Best ABM platforms 2026", September 2026.
Frequently Asked Questions
What is the best ABM platform in 2026?
Demandbase is the platform to quote in 2026 when sales and marketing must share one account model. The pricing page describes a platform fee plus a flat fee per user and does not print a dollar. 6sense is the alternative when you want predictive buying stages, and that report needs the Predictive add-on.
HubSpot is the better buy when you want a published price, because Marketing Hub Professional includes the ABM tools. AdRoll ABM fits account retargeting with no platform fee, for an audience that already visited the site.
How much does ABM software cost?
Published USD entry points in September 2026 are HubSpot Marketing Hub Professional at $890/mo, LinkedIn Ads at a $10 daily minimum, and Mutiny Business at $50/mo. HubSpot also requires $3,000 onboarding on that marketing tier, and Sales Hub Professional is $100/month per seat with $1,500 onboarding, while Enterprise Mutiny starts at $40,000 a year. Demandbase, Influ2, Marketo Engage, Metadata, and paid ZoomInfo publish no list price. 6sense sells paid plans through its sales team, so a pilot is a meeting rather than a checkout.
Is there a free ABM platform?
There is a free door, and it is not the full account program. ZoomInfo Lite is a permanent free tier with 10 monthly credits and up to 10 company reveals a day, and buyer intent stays a paid add-on. Mutiny's free plan caps a seat at 5 daily credits and 30 credits a month, enough to test a page and not a campaign.
LinkedIn Ads charges no software fee, and you still pay the auction's daily minimum. 6sense closed new Sales Intelligence free registrations on August 12, 2026. HubSpot's free tools and the Starter seat do not include ABM setup.
Demandbase or 6sense for ABM?
Choose Demandbase when the buying group, the ads, and the sales team should sit on one platform fee plus a per-user fee, including when you want advertising or data before the flagship. Choose 6sense when the deliverable is a buying stage from Target through Purchase, which requires the Predictive add-on, and when marketing will read a report the SDR cannot open. Neither prints a seat price you can spreadsheet, so compare the quotes on 6sense vs Demandbase.
HubSpot or Marketo for account-based marketing?
Choose HubSpot when you want the price in writing: Professional includes the ABM tools and a target accounts home, plus required onboarding, at the base in the table. Choose Marketo Engage when the account program has to live in Adobe's enterprise automation and you can wait for a quote. Adobe lists four packages, describes one as lead- and account-based marketing with journey analytics, and shows no USD price. The wider comparison is the marketing automation software guide.
Is Terminus still an ABM platform?
The site at the Terminus address now sells DemandScience, and the homepage says there is no software to buy and no platform licenses. That is a managed program, not a login you administer, so it is not ranked here as ABM software you operate. If you still need a platform you run yourself, start with Demandbase, 6sense, or HubSpot Professional. The old product page in the directory is the Terminus profile.
Can LinkedIn Ads replace an ABM platform?
LinkedIn Ads can hit a company list without a software seat, which suits a team that will bid itself and does not need a second system of record. A company list still has to clear the row minimum and the matched-member minimum, and LinkedIn recommends 1,000 or more companies before you rely on the match. It will not score buying stages, orchestrate a CRM workflow, or name the person the way Influ2 does. Use it as the channel, and add a platform when the list, the score, or the person-level report is the gap.
Cite this page: Toolradar, "Best ABM Platforms in 2026", updated September 2026, https://toolradar.com/guides/best-abm-platforms
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