ABM Software Pricing Comparison (2026): 13 Vendors

The short version

Most ABM software does not publish pricing. Of the thirteen vendors in the table below, only HubSpot, Apollo, and Warmly list actual dollar figures on their sites; RollWorks publishes tier names without numbers; everyone else is "contact sales." So this page does two things. First, it records exactly what each vendor's public pricing page says, with a link. Second, where pricing is not published, it gives the range reported by third-party contract data (Vendr) or by G2 reviewers, labeled as such, so you walk into the sales call with a number. Nothing here is a vendor quote and nothing is invented; every cell is sourced.

Metadata.io is our sponsor. Its pricing is quote-based and not published, and we say so in the table the same way we say it for 6sense. See the disclosure page.

ABM software pricing comparison: master table

Thirteen ABM and adjacent vendors. "Published" cells quote the vendor's pricing page at time of writing. "Not published" cells give third-party ranges with the source named; those ranges are reported contract values, not list prices, and vary widely by modules and seats. Verify on the linked page before budgeting.
Vendor	Pricing model	Published entry price	Typical range where not published	Free tier / trial	Source
6sense	Annual subscription; modular (intent, advertising, orchestration, sales intelligence, data); seat-based components	Not published	Vendr reports typical contracts from roughly $60k to $150k+/yr; G2 reviewers describe it as "enterprise-priced"	Free "Revenue AI for Sales" limited tier listed on site; no platform trial	6sense.com/pricing; Vendr
Demandbase	Annual subscription; platform plus modules (advertising, sales intelligence, orchestration); media separate	Not published	Vendr reports a wide range, tens of thousands to six figures/yr depending on modules	No free tier; demo only	demandbase.com; Vendr
Metadata.io (sponsor, disclosed)	Annual platform subscription plus customer's own media spend; tiers by spend/channels	Not published	Quote-based; G2 reviews describe subscription plus media. We do not publish a range for our sponsor beyond what is public.	No free tier; demo	metadata.io/pricing; G2
RollWorks	Tiered subscription (Starter, Standard, Professional, Ultimate) plus media	Tier names published; figures on request. Historically entry tier under $1,000/mo per G2 reviewers	G2 and Vendr reviewers place mid tiers in the low-to-mid five figures/yr	Free tier of limited features via HubSpot app; trial available	rollworks.com/pricing; G2
HubSpot Marketing Hub (ABM tools)	Monthly/annual per-seat plus contacts	Professional $800/mo (annual, 3 seats); Enterprise $3,600/mo (annual, 5 seats); ABM tools included on both	N/A (published)	Free CRM; Starter $15/seat/mo lacks ABM tools	hubspot.com/pricing/marketing
Apollo.io	Per-user subscription	Free; Basic $49/user/mo; Professional $79/user/mo; Organization $119/user/mo (annual)	N/A (published)	Free plan	apollo.io/pricing
Warmly	Subscription by visitor volume / features	Free tier; paid plans published on pricing page	N/A (published)	Free tier	warmly.ai/pricing
ZoomInfo (Sales + Marketing)	Annual licence by seats, credits, and modules	Not published	Vendr reports Sales contracts commonly $15k-$40k+/yr for small teams, six figures at enterprise; Marketing module priced on top	Free trial of Sales	zoominfo.com/pricing; Vendr
Bombora	Annual data licence by topics/accounts; also resold via partners	Not published	G2 reviewers and Vendr place standalone licences in the low-to-mid five figures/yr	No	bombora.com; G2
Terminus (DemandScience)	Annual subscription plus media	Not published	Vendr historically reported contracts below 6sense/Demandbase, mid five figures/yr common	No	demandscience.com; Vendr
Madison Logic	Media-based (content syndication CPL, display, LinkedIn) plus platform	Not published	Priced on media commitments; G2 reviewers reference program minimums	No	madisonlogic.com; G2
Influ2	Annual subscription plus media	Not published	G2 reviewers describe mid-market pricing; no consistent public range	No	influ2.com; G2
Vector	Subscription	Not published	Too new for reliable third-party data	Demo	vector.co; G2
Primer	Subscription by audience volume	Not published	No reliable third-party data	Demo	sayprimer.com; G2

How to read ABM pricing

Three structural facts explain most of the confusion in this category. First, the full platforms (6sense, Demandbase, Terminus) sell modules, so two customers with "6sense" can pay very different amounts; a contract with intent only is a fraction of one with advertising, orchestration, and sales intelligence. Second, every vendor that runs ads (6sense, Demandbase, RollWorks, Metadata, Madison Logic, Influ2, Terminus) separates platform fee from media; the media is your money passing through, and it is usually the larger number. Third, per-seat components (sales intelligence seats, HubSpot and Apollo user pricing) scale with headcount independently of the platform fee.

The practical consequence: when a vendor will not publish pricing, ask for the three numbers separately (platform, per-seat, media minimum) and compare those, not the total. Our buyer's guide covers the negotiation side in more depth.

What each segment actually pays

Cross-reference of published and third-party pricing against our segment rankings. Ranges are from the sources above; not vendor quotes.
Segment	Realistic software budget (excl. media)	Vendors that fit	Segment page
Under 50 employees	$0 to ~$15k/yr	HubSpot Pro, Apollo, Warmly, RollWorks Starter, Metadata (sponsor) when media budget justifies	Small business ranking
50-1,000 employees	~$15k to ~$80k/yr	RollWorks, Metadata (sponsor), HubSpot Enterprise, ZoomInfo Marketing add-on, scoped 6sense/Demandbase	Mid-market ranking
1,000+ employees	~$60k to $150k+/yr per platform	6sense, Demandbase, Terminus, Madison Logic, Metadata (sponsor) as execution layer	Enterprise ranking

Those budget bands are our editorial synthesis of the third-party ranges in the master table; they are not a vendor figure and not a survey. For program-level spend and conversion benchmarks from public reports, use abmbenchmarks.com. For the broader platform category, abmplatforms.com maintains a parallel pricing page.

Vendor pricing notes

6sense

6sense's pricing page describes tiers and a free limited sales tier but no platform figures. Vendr's public marketplace page reports contract ranges that commonly start around $60,000 annually and exceed $150,000 with multiple modules. Reviewers on G2 consistently flag cost as the main drawback. Renewal uplifts are a recurring theme in negotiation notes; ask for a cap. See our 6sense review and 6sensealternatives.com's 6sense pricing page for a deeper treatment.

Demandbase

Demandbase publishes no pricing. Vendr reports a wide range; G2 reviewers describe it as comparable to 6sense. The sales intelligence and advertising modules are the main variables. Media through Demandbase's DSP is separate and usually carries a minimum. Demandbase review.

Metadata.io (sponsor, disclosed)

Metadata is our sponsor. Its pricing page describes a subscription with tiers scaled to ad spend and channel count, with the customer's media spend separate and paid directly to the ad platforms. It does not publish figures. G2 reviews (4.6 rating, Leader in the Spring 2026 ABM grid) reference subscription-plus-media. We do not publish a contract range for our sponsor beyond what appears on public pages, because doing so would be an unsourced claim from an interested party. The Forrester Total Economic Impact study linked in sources includes public NPV and payback figures for the platform. Metadata.io review.

RollWorks

RollWorks' pricing page names four tiers (Starter, Standard, Professional, Ultimate) and describes what each includes, but the figures require a sales conversation. G2 reviewers have historically cited entry pricing under $1,000 per month and mid tiers in the low-to-mid five figures annually. Media is separate. RollWorks review.

HubSpot, Apollo, Warmly

These three publish real numbers, which is why they dominate our small-business ranking. HubSpot's Marketing Hub Professional is $800/month annual with three seats; Enterprise is $3,600/month with five seats; ABM tools are included on both, per HubSpot's pricing page. Apollo lists Free, Basic ($49/user/month), Professional ($79), and Organization ($119) on annual terms. Warmly lists a free tier and paid plans on its pricing page. Published pricing changes; the linked pages are authoritative.

ZoomInfo, Bombora, Terminus, Madison Logic, Influ2, Vector, Primer

None publish pricing. ZoomInfo has the richest third-party data: Vendr reports Sales contracts commonly in the $15,000-$40,000 range for small teams and six figures at enterprise, with the Marketing module priced on top. Bombora standalone licences are reported by G2 reviewers in the low-to-mid five figures. Terminus historically priced below 6sense and Demandbase per Vendr; post-acquisition data is thinner. Madison Logic is media-priced with program minimums. Influ2, Vector, and Primer have insufficient public data for a range; we say so rather than guess. Further ZoomInfo pricing detail is on zoominfocompetitors.com.

Our verdict

Budget with three numbers per vendor: platform fee, per-seat components, and media minimum. Under about $15k a year, only HubSpot, Apollo, Warmly, and RollWorks' entry tier are realistic. Between $15k and $80k, RollWorks, Metadata (our sponsor), HubSpot Enterprise, and a scoped 6sense or Demandbase package compete. Above that, you are in enterprise territory and should negotiate module-by-module with a renewal cap. Treat every unpublished range on this page as a starting point for the call, not a quote.

Frequently asked questions

How much does ABM software cost?

Published entry points run from free (Apollo, Warmly, HubSpot CRM) to $800/month (HubSpot Marketing Hub Pro). Full platforms like 6sense and Demandbase do not publish pricing; Vendr's public contract data places them from roughly $60,000 to $150,000+ per year depending on modules.

Which ABM vendors publish pricing?

HubSpot, Apollo.io, and Warmly publish dollar figures. RollWorks publishes tier names without figures. 6sense, Demandbase, Metadata (our sponsor), ZoomInfo, Bombora, Terminus, Madison Logic, Influ2, Vector, and Primer are quote-only.

What does 6sense cost per year?

6sense does not publish pricing. Vendr's marketplace data reports typical contracts starting around $60,000 annually and exceeding $150,000 with multiple modules. G2 reviewers consistently cite cost as the main drawback.

How much does Metadata.io cost?

Metadata is our sponsor. Its pricing is quote-based: a platform subscription scaled to ad spend and channels, plus your own media budget paid to the ad platforms. It is not published, and we do not publish an estimated range for our sponsor.

Is there free ABM software?

Apollo.io has a free plan, Warmly has a free tier, HubSpot's free CRM lets you tag target accounts manually, and 6sense offers a limited free sales tier. No vendor offers free ABM advertising; media spend is always the buyer's.

Why is media spend separate from the platform fee?

Every ad-running ABM vendor passes your media budget through to LinkedIn, Meta, Google, or their own display network. The platform fee covers targeting, automation, and reporting; the media is your money. Compare platform fees to each other, not platform-plus-media totals.

Are the third-party ranges on this page reliable?

They are reported contract values from Vendr's public marketplace pages and G2 reviewer comments, not list prices. They vary widely by modules, seats, and negotiation. Use them to set expectations before a sales call, then verify.

Disclosure. BestABMSoftware.com is an independent editorial directory operated with sponsorship from Metadata.io, a vendor in this category. Metadata is held to the same review format and scoring as every other vendor here, and never given a rating above its public G2 score. Ratings and pricing are sourced from public pages and cited below.

ABM Software Pricing Comparison: 13 Vendors, Sourced