What are account-based marketing tools?
They are the software you use to pick a list of target companies, reach the people at them, and see which accounts are moving. Most fall into five groups: account data and intent, ad platforms, sales engagement, gifting, and analytics. A small team rarely needs all five, and the big all-in-one platforms don't publish prices.
This post compares what each group costs, as the vendors' own US pricing pages showed it on 5 November 2026. For the plan itself (choosing accounts, tiers, the weekly play), see our account-based marketing strategy for a small team.
| Category | What it does for ABM | Do you need it at under 10 people? |
|---|---|---|
| Account data and intent | Finds companies that fit, shows who is researching a topic or visiting your site | Website visitor data, maybe; third-party intent, usually not yet |
| Ad platforms | Shows ads only to people at your named companies | Useful once your list passes LinkedIn's upload minimum |
| Sales engagement | Sends and tracks email and multichannel sequences to the people at each account | Yes, in some form |
| Gifting | Sends physical or digital gifts to named people | Only for a few high-value accounts, and you can post a parcel yourself |
| Analytics | Ties engagement and pipeline back to accounts | A free tier or your CRM's reports is enough |
The "do you need it" column is our view, not a vendor's.
What do account-based marketing tools cost? Prices checked 5 Nov 2026
Entry prices run from $0 to $20,000 a year, and about half the tools below publish no price at all. Each row comes from the vendor's own pricing page, read on 5 November 2026. "No public price" means the page asks you to talk to sales.
| Category | Tool | Entry price on the page | Billing basis |
|---|---|---|---|
| Data and intent | 6sense | No public price; the page says to get a quote | Seats, credits, records or conversations, priced by volume band |
| Data and intent | Demandbase | No public price | A platform fee plus a flat fee per user |
| Data and intent | Leadfeeder | Free Lite plan; Discover from €79 a month billed annually or €113 monthly (the page shows euros) | Tiers by companies identified a month |
| Data and intent | RB2B | Free plan (150 resolutions a month); Starter $79 a month | Monthly resolutions (identified visitors), with overage per resolution |
| Data and intent | Warmly | Web deanonymisation from $10,000 a year, or $4,875 a quarter | Annual or quarterly, from 10K credits a month |
| Ads | LinkedIn Ads | $10 minimum daily budget; $100 minimum lifetime budget for a new campaign | Your ad spend |
| Ads | AdRoll ABM (rollworks.com/pricing now opens this page) | No public price for the ABM packages; account-based retargeting has no fee to start | Retargeting: pay only for media |
| Sales engagement | lemlist | Email plan $69 a month, or $55 a month billed yearly | Per plan, unlimited users, 50,000 emails a month |
| Sales engagement | Outreach | No public price | Seats plus consumption-based AI credits |
| Sales engagement | Salesloft | No public price; the page is a talk-to-sales form | Not stated |
| Gifting | Reachdesk | Plans start at $20,000 a year | Annual, custom quote |
| Gifting | Sendoso | No public price | Quote by team size, sending volume and regions |
| Gifting | Postal | No public price | Not stated |
| Analytics | Dreamdata | Free plan, $0 a month (5 seats, 2 months of history) | Paid plans: custom pricing |
| Analytics | HockeyStack | No public price; the page is a demo form | Not stated |
Two things the table hides. Warmly's page says to pay quarterly to try and switch to annual to save; four quarters at $4,875 is $19,500, against $10,000 a year. Reachdesk's page pairs its price with a 5x ROI guarantee marked "Terms & Conditions Apply", so read those terms before counting on it. For third-party intent vendors such as Bombora and G2, our post on whether buyer intent data is worth the cost covers what they charge.
What ABM stack can a small team run on its own?
Three pieces cover it: LinkedIn company targeting for ads, your CRM for the account list, and an email tool for the sequences. Here is a worked month for a sample company, Northwind Ltd, with two people selling to 400 named logistics firms. The prices are the ones on each page today; the choices are ours.
| Piece | Choice | Monthly cost |
|---|---|---|
| Account list | HubSpot Marketing Hub Free: the page shows $0/mo, free for up to 2 users | $0 |
| Ads to named companies | LinkedIn company list, at the $10 daily minimum for 30 days | $10 x 30 = $300 |
| Email sequences | lemlist Email, monthly billing | $69 |
| Website visitors | RB2B free plan, or Leadfeeder Lite | $0 |
| Reporting | Dreamdata free plan | $0 |
| Total | $300 + $69 = $369 |
Why 400 accounts and not 60: LinkedIn's company list targeting page says an uploaded list needs at least 300 rows, recommends a thousand or more, and can take up to two days to build. A shorter list has to use company name targeting instead, which our sibling post on account-based marketing on LinkedIn walks through.
HubSpot's paid Marketing Hub Starter showed "Starts at $7/mo/seat" next to $20/mo/seat, with a note that discounts are for new customers only; the page doesn't say which price goes with monthly or annual billing, so check the term in the cart before you count it.
If you want people at those accounts found for you, Siela's Lead Finder suggests roles, industries, company sizes and locations from your website, scores each lead hot, warm or cold with a one-line reason, and save them to its built-in CRM. Its "Find leads only" setting sends nothing, so the list stays yours to work.
How do you judge intent data claims?
Ask what the signal is made of before you ask how accurate it is. "Intent" covers three very different things: visits to your own site (first-party), activity on a review or partner site, and research activity collected across other websites (third-party). The first is your data; the other two are a vendor's model of someone else's data.
Question 2 matters because vendors state coverage on their own terms. RB2B's pricing FAQ, for example, says its Pro+ tier raises coverage from 15-20% to 35-45% for contact-level (US) and company-level (global) ID. That is the vendor's own figure. Read it as: on Pro, most visitors still go unnamed.
Question 5 is the cheapest test there is. Ask for signals on accounts whose outcome you already know. If the closed deals didn't light up before they closed, the score won't help you choose new ones. Our guide to keyword alerts versus intent scoring covers a free way to watch public signals instead.
When is an all-in-one ABM platform worth it?
When you have more accounts than people can watch by hand and a budget that can absorb a custom quote. The deciding facts below come from the pricing pages above; the thresholds are our suggestion.
| Your situation | Start with | Why |
|---|---|---|
| Under 300 target accounts, one or two sellers | CRM list, email tool, LinkedIn company name targeting | LinkedIn's list upload needs 300 rows; most of the work is research |
| 300 to a few thousand accounts, steady site traffic | Add a visitor-identification tool on a free or entry tier | RB2B and Leadfeeder publish free tiers, so you can test before paying |
| Thousands of accounts, a marketing and a sales team | Get quotes from 6sense or Demandbase | Both price by quote; Demandbase charges a platform fee plus users |
| Fewer than 20 accounts that would each change your year | A gift you choose and post yourself | Reachdesk starts at $20,000 a year, more than many small teams' whole tool budget |
What should you do this week?
Count your list
If it's under 300 companies, skip list uploads and ABM platforms for now.
Price your three-piece stack
Ad budget x 30, plus your email tool's monthly price, plus $0 for free tiers. Write the total down before any demo.
Install one free visitor tool
Run it for two weeks and compare the companies it names with your target list.
Send the seven questions
Only to vendors you'd actually buy, and ask for the closed-deal back-test.
Frequently asked questions
What is the best account-based marketing tool for a small business?
There isn't one tool that fits every small team. For under 300 target accounts, a free CRM, an email tool and LinkedIn company name targeting cover most of the work. Add website visitor identification on a free tier once you have steady traffic, and leave quote-only platforms until you have thousands of accounts.
How much do ABM platforms cost?
The large platforms, 6sense and Demandbase, don't publish prices; both ask you to request a quote. Of the tools that do publish, entry points ranged from free tiers (RB2B, Leadfeeder Lite, Dreamdata) to $10,000 a year for Warmly's web deanonymisation and $20,000 a year for Reachdesk gifting, as of 5 November 2026.
Can you do ABM with HubSpot?
You can keep a target account list in HubSpot's free tier; the Marketing Hub pricing page shows it as free for up to two users. The Marketing Hub plan comparison we read on 5 November 2026 didn't name ABM or target account features, so check the specific plan's feature list with HubSpot before you buy for that reason.
Is LinkedIn good for account-based marketing?
LinkedIn lets you show ads only to people at companies you name, through an uploaded company list or company name targeting. An uploaded list needs at least 300 rows and LinkedIn recommends a thousand or more. Ads need a $10 minimum daily budget, so a 30-day test costs at least $300.
What is intent data in ABM?
Intent data is a signal that a company or person is researching a topic, taken from visits to your own site, activity on review or partner sites, or research across other websites. Ask each vendor where its signal comes from, how fresh it is, and what share of your accounts it actually matches.
Sources
- 6sense pricing (checked 5 Nov 2026)
- Demandbase pricing (checked 5 Nov 2026)
- Leadfeeder pricing (checked 5 Nov 2026)
- RB2B pricing (checked 5 Nov 2026)
- Warmly pricing (checked 5 Nov 2026)
- LinkedIn Marketing Solutions: Campaign budgets for your LinkedIn Ads (checked 5 Nov 2026)
- LinkedIn Help: Company list targeting (checked 5 Nov 2026)
- AdRoll pricing (checked 5 Nov 2026)
- lemlist pricing (checked 5 Nov 2026)
- Outreach pricing (checked 5 Nov 2026)
- Salesloft: Talk to Sales (checked 5 Nov 2026)
- Reachdesk pricing (checked 5 Nov 2026)
- Sendoso pricing (checked 5 Nov 2026)
- Postal pricing (checked 5 Nov 2026)
- Dreamdata pricing (checked 5 Nov 2026)
- HockeyStack pricing (checked 5 Nov 2026)
- HubSpot Marketing Hub pricing (checked 5 Nov 2026)