ABM Platform Pricing: What 6sense, Demandbase, Terminus, and RollWorks Actually Cost
No major ABM platform publishes its prices. 6sense, Demandbase, Terminus, and RollWorks all route you to a sales demo, which makes budgeting an exercise in triangulation. Based on practitioner-reported contracts, G2 reviews, and reseller channel data through mid-2026, the software-only range runs from roughly $12,000 a year for RollWorks Starter to $150,000 and above for an enterprise 6sense or Demandbase deployment. Ad spend, intent add-ons, and gifting tools sit on top of those figures. This page collects the reported ranges for the platforms and the adjacent tools (Bombora, Sendoso, Mutiny, G2 intent) that buyers price-shop alongside them.
Key Takeaways
- None of the four major ABM platforms publishes prices. Every quote is custom and varies by account-list size, feature modules, and contract length.
- Reported software-only ranges: RollWorks ~$12,000 to $40,000, Terminus ~$30,000 to $100,000, Demandbase ~$60,000 to $200,000, 6sense ~$60,000 to $150,000 per year.
- Ad spend is almost always separate from the platform fee. Budget total cost of ownership (software plus media), not just the license.
- Adjacent tools buyers price alongside platforms: Bombora intent ~$20,000 to $120,000, G2 Buyer Intent ~$15,000 to $60,000, Mutiny personalization ~$36,000 to $90,000, Sendoso gifting ~$20,000 to $50,000 plus fulfillment.
- The biggest negotiation levers are multi-year contracts, marketplace bundles (HubSpot for RollWorks), and Q4 timing when vendor fiscal years close.
Why ABM Platform Pricing Is Hidden
Every major ABM platform hides its prices for the same reason: the value of a deal is set by account-list size and the modules a buyer turns on, so a fixed price card would either leave money on the table or scare off the smaller end of the market. 6sense's public pricing page shows a free tier and "book a demo" buttons. Demandbase, Terminus, and RollWorks do the same. The figures below are triangulated from practitioner-reported contracts, G2 reviews, and reseller conversations compiled through mid-2026. Treat them as ranges, not quotes.
ABM Platform Pricing Compared
| Platform | Entry tier (annual) | Enterprise range (annual) | Ad spend included | Best fit |
|---|---|---|---|---|
| RollWorks | ~$12,000 | $40,000+ | No (separate) | HubSpot-native mid-market on a budget |
| Terminus | ~$30,000 | $60,000 to $100,000+ | No (separate) | Mid-market multi-channel engagement |
| 6sense | ~$60,000 | $100,000 to $150,000+ | No (separate) | Enterprise predictive intent |
| Demandbase | ~$60,000 | $100,000 to $200,000+ | Partial (DSP built in) | Enterprise all-in-one suite |
Two patterns matter here. First, the accessible tier (RollWorks, Terminus) and the enterprise tier (6sense, Demandbase) barely overlap; there is no enterprise predictive platform at a $15,000 price point. Second, the entry-versus-enterprise gap inside a single vendor is large because pricing scales with account-list size. A RollWorks contract for 500 target accounts costs far less than one for 5,000.
RollWorks Pricing
RollWorks runs four named tiers (Starter, Standard, Professional, Ultimate), none priced publicly. Reported figures: Starter around $12,000 a year for teams with under 1,000 target accounts, Standard $15,000 to $22,000, Professional $25,000 to $36,000, and Ultimate at $40,000 and above. Ad spend is separate; a $12,000 Starter contract plus $1,500 a month in media lands near $30,000 all-in. RollWorks (owned by NextRoll) has the strongest HubSpot integration in the category, which is why HubSpot-native teams gravitate to it. The full tier-by-tier breakdown lives on our RollWorks pricing page.
Terminus Pricing
Terminus pricing typically starts around $30,000 a year and runs to $100,000-plus for larger mid-market and enterprise programs. Terminus was acquired by DemandScience in 2023, and its strength is multi-channel account engagement (display, email signature ads, chat, and web) at a price point below 6sense and Demandbase. For teams that have outgrown RollWorks but cannot justify an enterprise predictive suite, Terminus is the common next step. See the full Terminus review for feature detail.
6sense Pricing
6sense pricing typically starts around $60,000 a year and reaches $150,000-plus for enterprise deployments with large account lists and the full predictive and orchestration modules. 6sense's public pricing page lists a free tier (50 data credits a month) and paid tiers named around sales intelligence, data credits, and predictive AI, all behind a demo request with no dollar figures. The reason teams pay the premium is the predictive model: 6sense forecasts which accounts are in-market and which buying stage they occupy, which a smaller team rarely needs and an enterprise team often does. See the 6sense review for the full picture.
Demandbase Pricing
Demandbase pricing typically starts around $60,000 a year and runs to $200,000-plus for full-suite enterprise deployments. Demandbase is the broadest single suite in the category, spanning account-based advertising (with DSP media partly built in), intent data, and sales intelligence. That breadth is the value and the cost: buyers consolidate several point solutions into one contract, which raises the sticker price but can lower total spend versus buying advertising, intent, and sales intelligence separately. See the Demandbase review for detail.
Adjacent Tool Pricing Buyers Compare Alongside Platforms
ABM platform shoppers almost always price-shop the surrounding tools at the same time, because some platforms bundle these capabilities and some do not. Knowing the standalone prices helps you judge whether a bundled platform is a deal or a markup.
| Tool | Category | Reported annual cost |
|---|---|---|
| Bombora | Third-party intent data | ~$20,000 to $120,000 |
| G2 Buyer Intent | Second-party (review) intent | ~$15,000 to $60,000 |
| TrustRadius Intent | Second-party (review) intent | ~$15,000 to $60,000 |
| Mutiny | Web personalization | ~$36,000 to $90,000 |
| Intellimize | Web personalization | ~$25,000 to $75,000 |
| Sendoso | Direct mail and gifting | ~$20,000 to $50,000 + fulfillment |
| Reachdesk | Direct mail and gifting | ~$20,000 to $50,000 + fulfillment |
Most ABM platforms license or bundle Bombora intent data into their mid and upper tiers, so you may be paying for it twice if you also buy Bombora direct. Web personalization and gifting are almost always separate purchases that arrive in year two of a program. For deeper coverage, see our guides to the best intent data providers and the full ABM marketing software stack.
Total Cost of Ownership, Not License Price
The license fee is the number vendors quote and the wrong number to budget against. Three costs sit on top of it.
Media spend. The platform fee buys software access, not ad inventory. A team paying $12,000 for RollWorks and spending $1,500 a month in media has an all-in cost near $30,000. Account for the media you plan to run.
Implementation and ramp. Enterprise platforms take time to produce trustworthy data: 6sense commonly runs 90 to 120 days to reliable scoring, Demandbase 90 to 180 days for the full suite. RollWorks reaches value in 20 to 30 days. Slower ramp is a real cost in delayed pipeline.
Adjacent tools. Intent, personalization, and gifting add $20,000 to $90,000 each when you reach the program stage that needs them. A mature mid-market stack lands around $250,000 to $350,000 a year all-in; an enterprise multi-pod stack exceeds $750,000.
How to Negotiate ABM Platform Pricing
Because pricing is custom, it is negotiable. The levers practitioners report:
Multi-year contracts. A two-year commitment typically saves 15 to 20 percent on year two versus annual renewal. Worth it only when you are confident in the platform fit.
Marketplace bundles. RollWorks bought through HubSpot's marketplace often carries a discount; ask your HubSpot rep before going to RollWorks sales directly.
Q4 timing. Vendors whose fiscal year aligns with the calendar (NextRoll, which owns RollWorks, ends December 31) face Q4 deal pressure that opens room on implementation support, extended pilots, and add-on modules.
Ask for the entry tier by name. Sales reps often lead with the middle tier. Asking specifically about the Starter or entry plan frequently surfaces a lower-priced option that meets a first program's needs.
Where to Read Next
Frequently Asked Questions
How much does an ABM platform cost per year?
Reported software-only ranges are roughly $12,000 to $40,000 for RollWorks, $30,000 to $100,000 for Terminus, $60,000 to $150,000 for 6sense, and $60,000 to $200,000 for Demandbase. None of these vendors publishes prices; all quotes are custom and scale with account-list size and feature modules. Ad spend is usually separate, so budget total cost of ownership rather than the license fee alone.
Why do ABM platforms not publish their prices?
Deal value is set by account-list size and which modules a buyer turns on, so a fixed price card would either leave money on the table or scare off smaller buyers. Every major platform (6sense, Demandbase, Terminus, RollWorks) routes you to a demo instead. 6sense's pricing page, for example, shows only a free tier and book-a-demo buttons. The ranges quoted publicly come from buyers and resellers, not the vendors.
Which ABM platform is cheapest?
RollWorks is the most accessible, with a reported Starter tier around $12,000 a year for teams with under 1,000 target accounts. Terminus starts higher at roughly $30,000. 6sense and Demandbase both start near $60,000 and are enterprise tools. There is no enterprise predictive platform at a budget price point, so the cheapest real option for a first program is RollWorks plus LinkedIn Ads.
Is ad spend included in ABM platform pricing?
Usually not. The platform fee buys software access, not ad inventory. RollWorks, Terminus, and 6sense all charge media separately. Demandbase partially builds DSP media into its suite, which is the exception. A team paying $12,000 for software and $1,500 a month in media has an all-in annual cost near $30,000. Budget software plus media together.
How do you negotiate ABM platform pricing?
The main levers are multi-year contracts (typically 15 to 20 percent off year two), marketplace bundles (RollWorks through HubSpot often carries a discount), Q4 timing when vendor fiscal years close (NextRoll, RollWorks' parent, ends December 31), and asking for the entry tier by name since reps often lead with the middle tier. Implementation support and add-on modules are usually easier to negotiate than the base platform fee.