Best ABM Platforms in 2026: Account-Based Marketing Software Compared + Strategy Guide

The short answer: the leading ABM platforms in 2026 are 6sense and Demandbase, both named Leaders in Gartner’s November 2025 Magic Quadrant for Account-Based Marketing Platforms. AdRoll ABM (formerly RollWorks) is the ad-first, mid-market option; N.Rich is the only one of the group that publishes a price (from $34,830 a year plus ad spend); Influ2 targets named individuals instead of accounts; Madison Logic sells ABM media programs; and Terminus now lives inside DemandScience as a managed service. Expect quote-only pricing and annual contracts from most of them, with public buyer data putting full platforms in the mid-five to six figures a year.

This guide covers both halves of the question: which account based marketing software to buy, and how to run an ABM program so the software pays off. Vendor facts are vendor-published, checked September 2026, and price ranges come from named sources.

ABM platforms compared (2026)

Vendr figures are from Vendr’s 6sense, Demandbase and Influ2 marketplace pages, based on buyer transaction data.

What is account-based marketing?

Account-based marketing (ABM) is a B2B strategy that treats a defined set of high-value companies as markets of one. Instead of attracting as many leads as possible and filtering them later, marketing and sales agree on a target account list first, then coordinate personalized campaigns to the buying group inside each account.

Why teams use it: spend concentrates on accounts that can actually buy; messaging is relevant to each account’s situation; sales and marketing work from one list and one set of metrics; and results are measured in pipeline and revenue from target accounts, not raw lead volume.

ABM vs inbound: inbound casts a wide net with content and SEO and qualifies whoever arrives. ABM starts with the accounts you want and goes to them. Most B2B teams run both: inbound fills the top of the funnel, ABM focuses effort on the deals that matter most. For the full comparison with demand-capture tactics, read account-based marketing vs lead generation.

What do ABM platforms do?

ABM software automates the parts of that strategy that don’t scale by hand:

• Account identification: spotting which target accounts visit your site (the same IP-to-company matching covered in our guide to identifying website visitors).
• Intent data: showing which accounts are researching your category elsewhere. See buyer intent data and first-party vs third-party intent.
• Scoring and prioritization: ranking accounts by fit, intent and engagement, often with predictive models.
• Advertising: serving ads only to target accounts (or named people) through a DSP, LinkedIn and other channels.
• Orchestration: triggering emails, sales alerts and CRM updates when an account moves stage.
• Measurement: reporting engagement, pipeline and revenue by account.

The best ABM platforms in 2026

6sense

6sense describes itself as AI-driven revenue marketing and sales intelligence. Its intent comes from its own signal network (it says “over 1 trillion daily buyer signals”) and is “complemented by partnerships with other leading intent data providers like Bombora, TechTarget, TrustRadius, and G2.” It supports “display, video, retargeting, and social ad campaigns” and orchestration across email, web and social. 6sense was named a Leader in the 2025 Gartner Magic Quadrant for ABM Platforms and remains private and independent (CEO Chris Ball).

Pricing: quote-only for the marketing platform; Sales Intelligence is sold in packages with data credits and has a free entry point. Vendr says annual contracts run from about $50,000 for smaller deployments to $300,000+ for enterprise, with mid-market deployments monitoring 5,000 to 10,000 accounts typically starting around $60,000 to $100,000. See 6sense pricing and 6sense alternatives.

Demandbase

Demandbase (still listed on G2 as Demandbase One) is an account-based GTM platform with Marketing, Sales, Advertising and Data modules. It combines native intent with partner data and runs what it calls “a B2B-native DSP” across display, video, CTV, social and web, managing reach and frequency at the account level. Demandbase was also a Leader in the 2025 Gartner ABM Magic Quadrant.

Pricing: quote-only. Demandbase says its model is “a clear platform fee” plus “a flat fee per user,” and it does not split sales and marketing into separate products, though Advertising and Data can be bought on their own. Vendr puts annual contracts from mid-five figures to mid-six figures or higher. See the Demandbase profile.

AdRoll ABM (formerly RollWorks)

On August 27, 2025 NextRoll announced that “RollWorks, our account-based marketing solution, is now AdRoll ABM”; logins, campaigns and audiences carried over, and rollworks.com now redirects to AdRoll. It combines B2B audience targeting with a cross-channel DSP in one application, using AdRoll’s own intent signals “alongside industry leaders like Bombora and G2.”

Pricing: four packages (Account-Based Advertising, ABM plus Advertising, ABM, and Account-Based Retargeting). The first three are demo-led; Account-Based Retargeting has “No fee to get started” and you pay only for media, which makes it the lowest-commitment way into ABM advertising on this list. See RollWorks pricing.

DemandScience (formerly Terminus)

Terminus merged into DemandScience on November 12, 2024, “under the DemandScience brand,” and terminus.com now redirects to demandscience.com. DemandScience sells ABM as managed programs on its Ionic intelligence layer: “No platform to buy. No new tool to operate. We run it.” Its offer spans advertising, content syndication, data, web personalization and visitor identification.

Pricing: quote-only. Choose it if you want an outsourced ABM program; if you want to operate the software yourself, the self-serve platforms above fit better. See the DemandScience profile.

Madison Logic

Madison Logic is an ABM media activation platform: content syndication, display, connected TV, audio and LinkedIn advertising aimed at target accounts, scored by its own intent data (“500M+ monthly proprietary engagement signals”). It says it is trusted by 500+ brands.

Pricing: quote-only and media-led. Notably, “Any customer with a live media campaign has full access to Madison Logic’s buyer intent data, free of charge.”

N.Rich

N.Rich, founded in Helsinki, finds accounts showing intent across 18,000+ topics, serves them its own display, video and native ad formats (billed per engagement), and syncs audiences to LinkedIn as a LinkedIn Marketing Partner. It was recognized in the 2025 Gartner Magic Quadrant for ABM Platforms.

Pricing: published. Growth is “From $34,830 per year” (5 marketing seats, unlimited sales seats) and Enterprise “From $58,050 per year.” There are “two separate costs: a platform license fee and an advertising spend commitment”; N.Rich says the realistic ad-spend starting point is $5,000 a month, committed for 12 months.

Influ2

Influ2 is “a contact-level account-based marketing platform”: instead of targeting a company, it serves ads to specific people in the buying group on LinkedIn, Facebook, Instagram, Google, Bing, Amazon and more, and reports who was reached by name. It states it is GDPR and CCPA compliant and ISO 27001 certified.

Pricing: quote-only. Vendr says pricing centres on the number of people targeted, with mid-market contracts typically $30,000 to $150,000+ a year and platform fees of $40,000 to $80,000 for 2,500 to 7,500 targets, plus media. See the Influ2 profile.

Also worth knowing

• HubSpot: for HubSpot users, Buyer Intent (visitor and research signals, paid in HubSpot Credits) plus Marketing Hub Professional (from $800 a month) covers a lightweight ABM motion without a separate platform.
• ZoomInfo Marketing: ZoomInfo pitches it as “a modern go-to-market ABM platform,” with its own DSP, visitor identification and intent on top of ZoomInfo’s contact data.
• Intent feeds, not platforms: Bombora (“a data company, not a platform”) and G2 Buyer Intent plug into the tools above. See Bombora intent data, G2 Buyer Intent and our intent data providers comparison.

6sense vs Demandbase

Both are full ABM platforms and both were Leaders in Gartner’s 2025 ABM Magic Quadrant (6sense placed highest for Ability to Execute, Demandbase furthest for Completeness of Vision, per each vendor). The practical differences: 6sense leans on predictive AI and a keyword-level intent network, and sells Sales Intelligence with data credits separately; Demandbase leads with its own B2B DSP and sells sales and marketing together for a platform fee plus a per-user fee. If advertising to accounts is your main use, test Demandbase’s DSP; if predictive account prioritization is, test 6sense’s models on accounts you already know are in market. Details: 6sense vs Demandbase.

Demandbase vs Terminus

This comparison changed in late 2024: Terminus merged into DemandScience and no longer sells as a standalone product. Today it is Demandbase, a platform you operate with its own B2B DSP, versus DemandScience, which runs ABM programs for you on its Ionic layer. Existing Terminus users should ask DemandScience which legacy features (chat, email-signature ads, web personalization) remain supported on their contract. Compare features and reviews on Demandbase vs Terminus.

6sense vs RollWorks

These sit at different price points. 6sense is an enterprise predictive platform with Vendr-reported contracts from about $50,000 to $300,000+ a year. RollWorks, now AdRoll ABM, is an ad-first tool from NextRoll with its own DSP and a no-platform-fee retargeting package, so smaller teams can start with media spend alone. Choose 6sense for predictive scoring across a large account universe; choose AdRoll ABM to get account-targeted ads running quickly on a mid-market budget. Side by side: 6sense vs RollWorks.

Demandbase vs RollWorks

Both own their ad technology: Demandbase’s B2B-native DSP (display, video, CTV, social, web) versus AdRoll ABM’s cross-channel DSP (websites, apps, social, streaming). Both blend their own intent with partners (Bombora for both, G2 for AdRoll ABM). The buying model is the real split: Demandbase is an annual platform-plus-seat contract that Vendr places in the mid-five to six figures, while AdRoll ABM offers modular packages including pay-for-media retargeting. Compare them on Demandbase vs RollWorks.

How much do ABM platforms cost?

• Published: N.Rich from $34,830 a year (Growth) or $58,050 (Enterprise), plus an ad-spend commitment it puts at about $5,000 a month to start.
• Pay-for-media entry: AdRoll ABM’s Account-Based Retargeting package has no platform fee.
• Quote-only, with public buyer data: 6sense about $50,000 to $300,000+ a year; Demandbase mid-five to mid-six figures; Influ2 $30,000 to $150,000+ (all Vendr).
• Quote-only, no public range found: DemandScience, Madison Logic.

Budget for three layers: the platform licence, media spend (most ABM advertising needs its own budget on top), and the people to run it. Ask every vendor whether ad spend is committed, whether unused media rolls over, and what renewal increases are capped at.

How to choose an ABM platform

1. Decide platform vs program: if you lack marketing ops capacity, a managed program (DemandScience, Madison Logic) may beat software you can’t staff.
2. Decide account-level vs person-level: Influ2 reaches named buyers; the rest target accounts.
3. Match to your CRM and ad stack: if you already own a DSP or run LinkedIn well, you may only need intent and scoring.
4. Size your account list: pricing scales with accounts monitored, people targeted or media committed.
5. Pilot on known deals: check whether the platform flags accounts you already know are in market before trusting it on unknown ones.

How to build an ABM strategy

1. Identify high-value accounts

Agree an ideal customer profile with sales using closed-won data: industry, size, tech stack and the problems your best customers had. Build a tiered list, with a small top tier for one-to-one treatment and larger tiers for scaled programs.

2. Map the buying group

For each account, list the roles involved in a purchase (economic buyer, champion, technical evaluator, users) and what each cares about. Gaps in contact coverage become a data task for sales development.

3. Create account-relevant content and offers

Personalize by tier: custom content and events for tier one, industry or use-case messaging for tier two, and dynamic personalization for the long tail.

4. Choose channels

Combine account-targeted ads, email, direct outreach from sales, events and website personalization. The platforms above mostly differ in which of these they run natively.

5. Execute together with sales

Share account engagement with reps as it happens, agree who acts on which signal, and hold a regular account review.

6. Measure and optimize

Track engagement by account, pipeline created and velocity for target accounts, win rate and deal size against non-target accounts. Adjust tiers and messaging each quarter.

Types of account-based marketing

• Strategic ABM (one-to-one): fully bespoke programs for a handful of the largest accounts.
• ABM lite (one-to-few): clusters of similar accounts share tailored messaging.
• Programmatic ABM (one-to-many): hundreds or thousands of accounts reached through technology, which is where ABM platforms do most of their work.

Tips for successful ABM

• Align sales and marketing first: one account list, shared definitions and shared targets.
• Use shared data: intent and engagement belong in the CRM where reps work.
• Set realistic expectations: ABM targets long sales cycles, so judge it on pipeline and win rate over quarters, not leads in week one.

Frequently asked questions

Keep reading

• Account-based marketing vs lead generation
• 6sense alternatives
• How to identify website visitors
• Best intent data providers

Sources

• 6sense intent data; 6sense on the 2025 Gartner ABM Magic Quadrant
• Demandbase pricing model; Demandbase on the 2025 Gartner ABM Magic Quadrant
• Introducing AdRoll ABM; AdRoll pricing
• DemandScience and Terminus merger; DemandScience Ionic
• Madison Logic ML Insights
• N.Rich pricing
• Influ2 overview
• Vendr marketplace pages for 6sense, Demandbase and Influ2 (linked above)

Vendor facts checked September 2026.