Account-Based Marketing Category
ABM Tools for B2B SaaS: Platforms, Prices and How to Choose
A working guide for B2B SaaS teams that sell to a defined list of target accounts. It covers the enterprise ABM platforms, the CRM and automation layer that holds the account list together, and the prices you can actually check today.
The short answer
For most B2B SaaS teams that are starting account-based marketing this year, the best first tool is a CRM that ties a named account list to every contact, deal and email. Close Essentials is the pick in this guide because its price is published per user: $35 per user per month billed annually, or $49 billed monthly, with unlimited contacts and leads. A five-seller team pays $175 a month on annual billing, which is $2,100 a year, before calling and SMS usage that is passed through at cost. Enterprise intent and ABM platforms such as 6sense and Demandbase are sold on quote, so they come into the shortlist once you have a target account list and a budget to test against.
Prices in this guide were taken from each vendor's pricing page on 7 October 2026. Where a vendor does not publish a price, the page says so instead of estimating one.
What ABM tools do for a B2B SaaS team
Account-based marketing starts from a list of accounts you want to win, not from a list of people who happened to fill in a form. For a B2B SaaS company, that list usually has a few dozen to a few thousand companies, each with a buying committee of several people. ABM tools do three jobs in that setup: they help you choose and maintain the account list, they tell you which accounts are showing buying signals, and they push coordinated messages to those accounts through ads, web personalization, email and sales outreach.
What ABM platforms add
- • Account identification: matching website visitors to companies
- • Intent signals: research activity that suggests a company is in-market
- • Account-level advertising across display and social channels
- • Website personalization for named accounts
- • Account analytics: engagement and pipeline by company, not by lead
What the rest of the stack must do
- • Hold the account and contact records that the ABM platform writes to
- • Give sellers one task list and one activity history per account
- • Send and track email to committee members
- • Move data between tools without manual exports
- • Report pipeline by account for finance and leadership
Most failed ABM programs fail in the second list, not the first. A platform can flag an account as in-market, but if the CRM has three duplicate records for that company and no owner, nobody acts on the signal. That is why this guide spends as much time on the CRM and automation layer as on the ABM suites themselves.
Comparison: ABM platforms and the stack around them
| Tool | Best for | Starting price (plan, billing) | Key limitation |
|---|---|---|---|
| 6sense | Intent data for enterprise sales | Pricing on request | No public price; you cannot cost it before a sales conversation |
| Demandbase | All-in-one enterprise ABM | Pricing on request (the pricing page is a form that returns a custom plan) | Broad suite that needs a dedicated owner to run well |
| Terminus | Multi-channel account advertising | No public price; the pricing address redirects to demandscience.com | Cost cannot be checked on the vendor site |
| RollWorks | Mid-market account targeting | Pricing on request | Needs ad spend on top of the platform fee |
| Triblio | Campaign orchestration | Pricing on request | Works best once a campaign calendar already exists |
| Close | CRM and outreach for small sales teams | $35 per user per month, annual billing (Essentials); $49 monthly. 14-day trial, no ongoing free plan | Calling and SMS usage passed through at cost; AI credits are capped per user |
| HubSpot Sales Hub | CRM and sales tools with a free start | Free for up to 2 users; Starter $7 per seat per month; Professional $90 per seat per month | Professional and Enterprise carry a required one-time onboarding fee |
| HubSpot Marketing Hub | Campaigns and email on the same CRM | Free tools available; Starter $7 per month; Professional $800 per month; Enterprise $3,600 per month | Price steps up sharply between Starter and Professional |
| Salesforce Sales Cloud | Large sales organizations with complex pipelines | Starter Suite $25 per user per month (monthly billing); Core $195 per user per month (annual billing) | Editions stack quickly; the features that matter for ABM sit in higher tiers |
| Make | Connecting ABM, CRM and ad data without engineering | Free plan with 1,000 credits per month; Core $9 per month at 10k credits (annual billing) | Free plan limits scenarios to 2 active ones and runs them at most every 15 minutes |
| Outreach | Sales engagement sequences for account teams | Pricing on request; no free plan listed | No public price; quote needed before budgeting |
Prices are the starting list prices shown on each vendor's pricing page on 7 October 2026. Currency is US dollars.
What the prices mean at real team sizes
Most CRM and sales tools in an ABM stack charge per seat, so the honest way to budget is to multiply by the number of people who will log in. The table below shows monthly cost for three team sizes. Annual-billing rows assume you commit for the year; the monthly rows show the price you pay without a commitment.
| Plan and billing | Per user per month | 5 users, per month | 15 users, per month | 40 users, per month |
|---|---|---|---|---|
| Close Essentials, annual billing | $35 | $175 | $525 | $1,400 |
| Close Essentials, monthly billing | $49 | $245 | $735 | $1,960 |
| Close Growth, annual billing | $99 | $495 | $1,485 | $3,960 |
| HubSpot Sales Hub Starter, monthly billing | $7 | $35 | $105 | $280 |
| HubSpot Sales Hub Professional, monthly billing | $90 | $450 | $1,350 | $3,600 |
| Salesforce Starter Suite, monthly billing | $25 | $125 | $375 | $1,000 |
| Salesforce Sales Cloud Core, annual billing | $195 | $975 | $2,925 | $7,800 |
Three things change the real number. HubSpot's Professional and Enterprise plans carry a one-time onboarding fee on top of the seat price, and the page does not list that fee as a fixed amount. Close bills calling and SMS usage at cost, so a team that dials heavily will pay more than the seat line. Make is priced by credits rather than by seat: its Core plan is listed at $10.59 per month billed monthly or $9 per month billed annually for 10,000 credits, which works out to $108 a year on annual billing and $127.08 a year on monthly billing. Make's Pro and Teams plans, at the same 10,000-credit allowance, list at $16 and $29 per month on annual billing.
The enterprise ABM platforms are not in that table because none of them publishes a price you can multiply. Demandbase's pricing page asks for details and returns a custom plan. Terminus's pricing address no longer lists plans. 6sense, RollWorks, Triblio and Metadata quote on request. A realistic budget for these platforms has to wait for written quotes, and any figure you see in a secondhand article should be checked against a quote before it goes into a plan.
The enterprise ABM platforms, one by one
6sense: intent data for sales teams that need to know who is in-market
6sense is built around intent data and predictive analytics. It identifies accounts that are researching solutions in your category, estimates where they sit in the buying process, and gives sales and marketing a shared view of which accounts to work. For a B2B SaaS team with a defined target list and a sales team large enough to act on signals every week, that focus is the reason to shortlist it. The intent layer is the part that other tools in this guide do not center on.
Where it falls short: 6sense does not publish a price, so you cannot check whether it fits a budget until a sales conversation is under way. A team without a clean CRM and a named account list will get signals it cannot route to owners. Treat the intent data as an input to your account process, not a replacement for it.
Price: pricing on request. Best for: enterprise teams that already run a target account list.
Visit 6sense for pricing detailsDemandbase: an all-in-one enterprise ABM suite
Demandbase combines account advertising, website personalization, account analytics and sales intelligence in one suite. A team that wants one vendor covering identification, ads and reporting, and that has the budget for a broad platform, will find that coverage is the main argument. It suits B2B SaaS companies selling larger contracts where the buying committee is spread across many accounts and the marketing team wants account reporting in one place.
Where it falls short: a suite this broad has more parts to configure, and the pricing page is a form that returns a custom plan rather than a list price. Smaller teams often use a fraction of the features they pay for. Ask for the module list in writing before you compare quotes.
Price: pricing on request (form-based). Best for: enterprise ABM programs that want one platform for ads, personalization and analytics.
Demandbase pricing pageTerminus: account advertising and multi-channel engagement
Terminus is built for coordinated account-level campaigns across display ads, social channels, chat and email. Its strongest use case is a marketing team that already has target accounts and wants the same message to reach several people inside each one. For a B2B SaaS company whose ABM program is mostly paid media, the advertising focus is the reason to evaluate it.
Where it falls short: there is no public price, and the old pricing address now redirects to a different company page. Budget conversations will happen through a quote, and you should ask how ad spend is billed separately from the platform fee. Email in this model is one channel among several; if your main ABM channel is email, check whether it integrates with your sending tool before you commit.
Price: no public price. Best for: teams whose ABM plan is mostly account-level advertising.
Terminus product pageRollWorks: mid-market ABM from NextRoll
RollWorks, from NextRoll, covers account identification, targeting and measurement for mid-market B2B SaaS companies. It fits a team that has moved past basic demand generation, has a target account list of a few hundred companies, and wants to measure account-level results without an enterprise contract. The product is aimed at growing companies rather than global account programs.
Where it falls short: the platform's price is not published, so you need a quote before you can compare it with a CRM-led approach. Plan for ad spend as a separate budget line, and confirm which accounts and reports are included at the quoted tier.
Price: pricing on request. Best for: mid-market B2B SaaS teams starting a measured ABM program.
Visit RollWorksTriblio and Metadata: orchestration and paid campaign automation
Triblio focuses on orchestrating multi-channel campaigns and personalizing them for target accounts. It is most useful when the campaign calendar already exists and the job is to keep messages consistent across channels. Metadata positions itself as a demand generation platform with account-based targeting and automated optimization of paid campaigns. It is a fit for teams whose ABM budget is mostly paid media and who want the spend adjusted automatically.
Where they fall short: neither publishes a price, and both assume a marketing operation that can feed them clean account data. If your CRM and ad accounts are not connected, you will spend the first months on plumbing rather than campaigns.
Price: pricing on request for both. Best for: orchestration (Triblio) and automated paid campaigns (Metadata).
The CRM and automation layer that carries the account list
Close: the account list and outreach in one place
Close combines a CRM with calling, email, SMS, a shared inbox and task lists. For a small B2B SaaS sales team running a few hundred named accounts, the advantage is that every activity sits on the same lead or contact record and every seller sees the same history. Essentials is listed at $35 per user per month billed annually, or $49 billed monthly, and includes unlimited contacts and leads. Growth adds automated workflows, a power dialer and bulk email for $99 per user per month billed annually, or $109 billed monthly.
Where it falls short: there is no ongoing free plan, only a 14-day trial with no card required. Calling and SMS usage is passed through at cost, and AI credits are allocated per user per month, so heavy use needs to be budgeted. Close is a CRM and sales tool, not an intent platform, so it will not tell you which accounts are in-market.
Price: Essentials $35 per user per month (annual) or $49 (monthly); Growth $99 (annual) or $109 (monthly); Solo and Scale also listed. Best for: small sales teams that need an account list tied to outreach.
Close pricing pageHubSpot Sales Hub and Marketing Hub: a free start and a clear upgrade path
HubSpot is the most common way to start a CRM-based ABM program without a large commitment. Sales Hub has a free tier for up to two users, and its paid tiers add forecasting, sequences and workflows. Marketing Hub offers free tools and then steps up through Starter at $7 per month, Professional at $800 per month and Enterprise at $3,600 per month. The gap between Starter and Professional is large, so teams usually stay on free or Starter tools until they can show a reason to pay for more.
Where it falls short: Sales Hub Professional is listed at $90 per seat per month and carries a required one-time onboarding fee, so the first-year cost is higher than the seat line suggests. Check which features need the higher tier, because account-level reporting and workflow limits are where teams tend to hit the ceiling.
Price: Sales Hub free for up to 2 users, Starter $7 and Professional $90 per seat per month; Marketing Hub Starter $7, Professional $800, Enterprise $3,600 per month. Best for: teams that want to start on a free CRM and grow into a paid one.
HubSpot Sales Hub pricingSalesforce Sales Cloud: for complex pipelines and large sales organizations
Salesforce is the default CRM for many enterprise sales teams, and most ABM platforms integrate with it. Sales Cloud Core is listed at $195 per user per month billed annually and includes advanced pipeline management, forecasting, opportunity scoring and APIs. A B2B SaaS company with several sales regions and an existing Salesforce admin will usually find the switching cost, not the license, is the biggest decision.
Where it falls short: the editions stack quickly. The Starter Suite at $25 per user per month billed monthly is the entry point, but the account features that ABM programs depend on sit in the higher Sales Cloud tiers. Ask for the edition list that matches your process before you budget. A Salesforce trial is listed for Sales Cloud editions, so check the length on the pricing page before you plan a pilot.
Price: Starter Suite $25 per user per month (monthly billing); Sales Cloud Core $195 per user per month (annual billing). Best for: larger sales organizations with complex pipelines.
Salesforce pricing pageMake: moving account data between tools without a developer
Make is a visual automation tool. In an ABM stack it is the glue that copies account and contact changes between the CRM, the ad platform, the enrichment tool and the email sender. It has a free plan with 1,000 credits per month and no time limit, and it lists more than 3,000 apps. Each module action in a scenario uses one credit, so the credit count is the thing to plan around.
Where it falls short: the free plan allows two active scenarios, runs them at most every 15 minutes, and caps execution at five minutes. A nightly account sync that runs fine on the free plan may need the Core plan once you add a second data flow. Credit usage grows with every step in a scenario, so keep scenarios short and check the monthly consumption after the first month.
Price: Free (1,000 credits per month); Core $10.59 per month monthly or $9 billed annually for 10,000 credits; Pro and Teams are listed at higher prices for the same allowance. Best for: teams that need account data to flow between tools without an engineer on call.
Make pricing pageOutreach: sales engagement for account teams
Outreach runs sales engagement sequences: multi-step outreach by email, calls and tasks, run by reps working named accounts. In an ABM program it sits after the account list and the intent signal, when a seller needs to reach several people at one company in a planned order.
Where it falls short: no public price or free plan is listed on the pricing page, so a budget requires a quote. It only pays off when reps actually follow sequences, so adoption is the real risk.
Price: pricing on request. Best for: sales teams that run multi-threaded outreach to named accounts.
Outreach pricing pageWhich tool to pick for your situation
The right stack depends less on the ABM brand and more on three facts: how many accounts you are targeting, how many people sell to them, and whether you already have a CRM with clean data. The table below turns those facts into a starting choice. Treat each row as a shortlist entry, not a verdict, and confirm current pricing on the vendor page before you commit.
| If you need | Start with | Because |
|---|---|---|
| An account list and outreach for a small sales team | Close Essentials | Published per-user price, unlimited contacts and leads, calling and email in one record |
| A CRM with a free start | HubSpot Sales Hub (free tier) | Free for up to two users with no card required; you can add paid tiers later |
| Forecasting and complex pipelines across regions | Salesforce Sales Cloud | Pipeline management and forecasting are listed in the Core tier and above |
| Intent signals to find in-market accounts | 6sense | Built around intent data and predictive analytics; needs a quote and a clean account list |
| One enterprise suite for ads, personalization and analytics | Demandbase | Covers the widest set of ABM modules; pricing is quoted by form |
| Mostly paid account-level advertising | Terminus or Metadata | Both are built for account-based media; neither publishes a price |
| Mid-market ABM with measurement | RollWorks | Aimed at growing companies; get a quote that lists included accounts and ad spend |
| Data flowing between tools without engineering | Make | Visual builder with a free plan; credit-based pricing you can model before you commit |
How to choose: five questions to answer first
Before you request a single quote, write down the answers to these questions. Each one narrows the list, and together they tell you whether an enterprise ABM platform is worth the time it takes to buy.
How many accounts will you actually work?
Count the named accounts that a seller or marketer will touch in a quarter, not the total addressable market. A list of 50 to 200 accounts can be run from a CRM. A list of several thousand usually needs intent data and automated identification to stay manageable.
Who will act on each signal?
An intent alert with no owner is noise. Name the person or role that receives each alert, and the time they have to respond. If nobody has that time, a cheaper tool with a clear workflow will beat a richer platform.
Is your CRM clean enough to build on?
Duplicate companies, missing owners and inconsistent industry fields break every ABM tool. Fix the CRM first, then buy the platform. Most vendors will ask for a data audit during onboarding, so start the cleanup before you sign.
Which channels carry most of the spend?
If most of the budget goes to paid media, look at Terminus, Metadata or RollWorks. If most of the work is seller outreach, look at Close, Salesforce or Outreach. If it is a mix, plan for a CRM plus one ABM platform, joined by Make or a native integration.
What will you measure at the account level?
Decide on the account metrics before you buy: engaged accounts, pipeline created from target accounts, and win rate on those accounts. A platform that cannot report these at the account level will leave you with lead counts you already had.
Setup and migration checklist
The setup order matters more than the feature list. The steps below are the ones that most often decide whether an ABM rollout works in the first quarter.
| Step | What to do | Done when |
|---|---|---|
| 1. Define the list | Agree the target account list with sales and marketing; set the fit criteria by industry, size and region | Both teams sign off on the same list |
| 2. Clean the CRM | Merge duplicate companies; set one owner per account; standardize industry and size fields | Every target account has one record and one owner |
| 3. Choose the CRM and sending tool | Pick the CRM and the tool that sends email; confirm they share contact and account IDs | A test contact syncs both ways without manual steps |
| 4. Get quotes | Request written quotes for each shortlisted ABM platform; ask for the module list and what ad spend is billed separately | Quotes are on file and compared on the same scope |
| 5. Connect the data flow | Use a native integration where one exists; otherwise build the sync in Make and keep scenarios short to protect credits | Account changes reach every tool within the agreed window |
| 6. Run a pilot | Start with a small set of accounts, one campaign per channel, and a named owner for each account | Pilot results are reported at the account level after a set period |
| 7. Review and expand | Keep the accounts that engaged, drop the ones that did not, and only then add accounts or channels | A written decision on expansion is recorded |
Where email fits in an ABM program
ABM platforms handle identification, intent and advertising well. Email is still the channel that reaches a named person inside an account with a message they can reply to, so it deserves its own plan. The useful question is not which ABM platform sends email, but whether the email tool can segment by account, respect the CRM's owner and sequence rules, and report engagement back to the account record.
Account-level email rules
- • Send to contacts only when their account is on the target list
- • Segment by industry and company size, not only by job title
- • Stop a sequence when the account owner logs a reply in the CRM
- • Keep unsubscribe handling consistent across every account
Committee coverage
- • Write one message per role: economic buyer, technical evaluator, end user
- • Space messages so one account does not get a daily stream
- • Pair an email with the seller's task, not a parallel campaign
- • Report replies by account, so the team sees which accounts respond
For a broader view of sending tools, see the email marketing tools category. Choose the sending tool after you have settled the CRM and account list, because those two decide how well email can be targeted.
When an ABM platform is worth the cost
An enterprise ABM platform is a commitment that is hard to undo. It makes sense when three conditions hold at the same time: the target list is defined and stable, the sales cycle has several stakeholders, and the team has a person whose job is to run the platform. If any of the three is missing, a CRM and automation stack will usually produce more value in the first year.
- • Deals involve several stakeholders and take months to close
- • The target list is agreed and the CRM is clean
- • Sales can commit time to account-based outreach each week
- • Leadership will judge the program on account-level results
- • Quotes have been received and the module scope is written down
If the list is still changing, or the team is not yet sure which accounts convert, start with a CRM and one or two campaigns, then revisit the platform decision once the account data supports it.
ABM platforms in this directory
The directory below is listed alphabetically and shows each platform's focus and published price status. It is not a ranking.
Frequently asked questions about ABM tools
What is account-based marketing, in plain terms?
Account-based marketing means choosing a list of target companies first and then running marketing and sales work aimed at those companies and the people inside them. It differs from lead generation, which measures success by the number of people who sign up. ABM measures engagement and pipeline at the account level.
Which ABM platform is the best starting point for a B2B SaaS company?
For most teams starting out, a CRM-based account program is the sensible first step, and Close Essentials is a clear starting point because its price is published at $35 per user per month billed annually. Enterprise platforms like 6sense and Demandbase are quoted on request, so they belong after you have a defined account list and a budget for a quote.
How much do ABM platforms cost?
Most enterprise ABM platforms in this guide do not publish a price, including 6sense, Demandbase, Terminus, RollWorks, Triblio and Metadata. Request written quotes and ask which modules and ad spend are included. The CRM and automation layer has published prices, which you can multiply by your team size as shown in the cost table above.
Can I run ABM without an enterprise platform?
Yes, for a limited list. A CRM with a clean account structure, a sending tool that can segment by account, and an automation tool such as Make to keep data in sync can run a targeted program for a few dozen to a few hundred accounts. The platforms add intent data, identification and advertising, which become useful when the list is larger or the sales cycle is longer.
Does Make cost anything to start?
Make has a free plan with 1,000 credits per month and no time limit. It allows two active scenarios and runs them at most every 15 minutes. The paid Core plan is listed at $9 per month billed annually for 10,000 credits, or $10.59 billed monthly.
Is there a free CRM for an ABM program?
HubSpot Sales Hub has a free tier for up to two users, with no credit card required. Close does not have an ongoing free plan, but it offers a 14-day trial. Salesforce lists a free Suite column on its pricing page, but its Sales Cloud editions carry a 30-day trial rather than a permanent free tier.
How do I know if my CRM is ready for ABM?
Check that each target account has one company record, one owner, and consistent industry and size fields. Check that contacts link to the right company. If a platform cannot match your accounts to your CRM records on a test set of 20 or so companies, fix the data before you buy.
What should I measure after the first quarter?
Measure engaged target accounts, pipeline created from those accounts, the number of accounts that moved to a sales conversation, and win rate on target accounts compared with the rest of the pipeline. Decide before the pilot starts which result would justify expanding the list.