Three ABM platforms are worth a 2026 shortlist, and the category no longer splits on feature lists — all three identify accounts, score intent, and push lists into your CRM. It splits on which signal you are buying: modeled third-party intent (6sense), advertising reach against named accounts (Demandbase), or first-party and public activity from people already touching your product (Common Room). Pick the signal, and the platform follows.
Two things moved since this page was last written. All three now ship an MCP server, so “can our agents query it” has stopped being a tiebreaker. And Common Room is no longer independent: Zoom announced the acquisition on 2026-07-02 and closed it the same month.
1. 6sense — when modeled intent drives the forecast
6sense wins on one specific thing: turning third-party intent into a buying-stage call your forecast can carry. Accounts are scored into stages (target, awareness, consideration, decision, purchase), and the 6QA designation — 6sense Qualified Account — is the artifact the rest of the platform hangs off. ooligo score: 7.8.
The scope where it pulls ahead is the account list nobody has touched yet. If your pipeline problem is “which 200 of our 12,000 target accounts are in-market this quarter,” 6sense answers it with more signal than a rep working a static list.
What it replaces: a standalone Bombora feed plus the homegrown propensity model built on top of it, plus the manual reconciliation between the two.
Agent access: the 6sense MCP Server entered open beta on 2026-07-14, with general availability planned for August 2026, exposing account insights, predictive buying stages, 6QA status, keyword intent, and ad campaign performance to MCP-compatible clients. It opened to Revenue Marketing customers first — confirm your edition is in scope before you design a workflow around it.
Where to start: one ICP segment, intent plus predictive scoring on that segment only, one orchestrated campaign. Scoring the whole TAM in month one produces a list nobody works.
Watch-out: the buying-stage model is a model, and it is trained on a network you cannot audit. Guard: hold out a control segment of accounts your reps work on their own judgment for one quarter, and compare conversion before you let 6QA gate territory coverage.
2. Demandbase — when advertising is the primary channel
Demandbase covers the same identification-and-intent ground, and it wins where the budget is going into B2B media. The advertising primitives are deeper, and Demandbase sells the platform as one thing — the vendor’s own pricing page states it does not split Demandbase One into separate products, and prices it as a platform fee plus a flat fee per user. ooligo score: 7.4.
The scope where it pulls ahead: you are running paid against named accounts and need impression-level reporting to tie back to account engagement rather than to a campaign ID.
What it replaces: 6sense for advertising-led teams, and the separate B2B ad network plus attribution tool that most ABM programs bolt together.
Agent access: Demandbase shipped its MCP in April 2026, covering account search, company research, contact identification, account-level intent, buying-group coverage, and account briefs from ChatGPT or Claude.
Where to start: run the POC against 6sense on a single question — which platform’s account identification matches your closed-won list better on accounts neither vendor has seen convert. Feature-parity bake-offs between these two burn six weeks and settle nothing.
Watch-out: Agentbase — the connected agent set covering campaign outcomes, account engagement, and intent — is packaged with the platform rather than sold as a line item, so its value is hard to isolate at renewal. Guard: ask for the agent’s decisions to be logged and exportable during the POC, not summarized in a dashboard.
3. Common Room — when the signal is people, not accounts
Common Room wins on contact-level signal from places account-based intent does not reach: Slack communities, GitHub, Discord, podcasts, LinkedIn, job changes. For PLG, developer-tools, and community-led motions, that is the difference between knowing an account is warm and knowing which four people at it are. ooligo score: 8.3.
The scope where it pulls ahead: your buyers self-identify in public before they ever fill in a form. Traditional ABM scores that account at zero.
What it replaces: the Slack-monitoring spreadsheet, the GitHub-stargazer-to-account stitching nobody has time for, and third-party intent that misses the actual signal.
Agent access: the Common Room MCP server reads and writes — it queries contacts, organizations, activities, and segments, and creates or updates records from the AI client. It is the only one of the three that closes that loop.
Where to start: connect your top three sources, define the ICP, route signals to one Slack channel for a week, and compare signal density against your existing intent feed before wiring anything into the CRM.
Watch-out: ownership. Zoom closed the acquisition in July 2026 and has stated the plan is to fold Common Room’s buyer intelligence into Zoom Revenue Accelerator. The product is still sold on its own today and the pricing page is live, but the standalone roadmap now belongs to an acquirer with its own revenue platform. Guard: negotiate a 12-month term rather than a 36-month one, and get the data-export path in writing at signature.
Only one of the three publishes a price. Common Room’s Essential tier is $2,500/mo billed annually — $30,000/yr — for 5 seats, up to 100k contacts, 5k RoomieAI research credits, and 2.5k Prospector credits. Advanced (15 seats, 250k contacts) and Enterprise (30 seats, 750k contacts) are quote-only. There is no free tier.
6sense and Demandbase are quote-gated end to end. Vendr’s transaction data puts 6sense’s median annual contract at $62,440 across 381 purchases, with a band of $11,566 to $175,022, and Demandbase’s median at $68,591 across 185 purchases, band $24,000 to $164,265.
The practical ratio: a median enterprise ABM contract runs about 2× Common Room’s published entry price, and the top of either band is 5–6× it. The spread inside each band is wider than the gap between the two vendors, which tells you the negotiation matters more than the logo — and that a quoted number near the top of the band is a packaging problem, not a market price.
What’s not on this list, and why
AdRoll ABM (formerly RollWorks) — still a working product, still worth a look if advertising is the whole program, but it is now a package inside AdRoll rather than a standalone ABM platform. NextRoll folded the brand on 2025-08-27; rollworks.com redirects to the AdRoll ABM page. Full review →
Terminus — gone as an independent platform. It merged into DemandScience, and terminus.com 301-redirects to demandscience.com, which sells its own product line (Ionic, Demand, Advertising, Data, VID) rather than a Terminus-branded one. If you are still on a Terminus contract, your renewal is a DemandScience evaluation.
Madison Logic — content syndication plus intent, with real budget behind it and a narrower scope than the three above. Quote-gated, no published price. Right answer if syndication is the program; wrong one if you need orchestration.
Bombora as a standalone — intent data only, and it sits upstream of several platforms on this page. Buying it direct makes sense when you already have the orchestration layer and want the raw feed; otherwise you are paying for the same signal twice.
Influ2 — person-based advertising against named individuals rather than accounts. A complement to an ABM platform, not a replacement for one. Full review →
The minimum viable choice
If you cannot justify a full evaluation, default to Common Room. It is the only one you can price without a sales cycle, the entry tier is roughly half a median enterprise ABM contract, and a 12-month term is a survivable mistake. You can move up to 6sense or Demandbase once you have evidence that modeled third-party intent beats the signal you already have.
Routing rules, in order:
Enterprise B2B, long cycles, forecast built on account scoring: 6sense
Advertising is the primary channel and impression-level attribution is the requirement: Demandbase
PLG, developer-led, or community-led, and your buyers are visible in public: Common Room
Advertising-only program with a small budget: AdRoll ABM, not a platform on this list
If none fit — most commonly because the target account list is under a few hundred accounts — do not buy an ABM platform. At that size, a data tool plus an execution tool covers the same ground for a fraction of the cost: pair Clay for the research and enrichment with Outreach or Salesloft for the sequencing. ABM platforms earn their price on list size and orchestration complexity, and below that threshold you are buying dashboards.
Whatever you pick, design the handoff to reps first. ABM programs fail at the moment a scored account becomes someone’s task, not at the moment the model scores it.
When to revisit
Re-open this decision if Zoom folds Common Room into Zoom Revenue Accelerator and stops selling it standalone, if 6sense’s MCP server reaches general availability across all editions rather than Revenue Marketing only, or if either enterprise vendor starts publishing a floor price. Those are the three changes that would move the routing rules above.
Three ABM platforms are worth a 2026 shortlist, and the category no longer splits on feature lists — all three identify accounts, score intent, and push lists into your CRM. It splits on which signal you are buying: modeled third-party intent (6sense), advertising reach against named accounts (Demandbase), or first-party and public activity from people already touching your product (Common Room). Pick the signal, and the platform follows.
Two things moved since this page was last written. All three now ship an MCP server, so “can our agents query it” has stopped being a tiebreaker. And Common Room is no longer independent: Zoom announced the acquisition on 2026-07-02 and closed it the same month.
1. 6sense — when modeled intent drives the forecast
6sense wins on one specific thing: turning third-party intent into a buying-stage call your forecast can carry. Accounts are scored into stages (target, awareness, consideration, decision, purchase), and the 6QA designation — 6sense Qualified Account — is the artifact the rest of the platform hangs off. ooligo score: 7.8.
The scope where it pulls ahead is the account list nobody has touched yet. If your pipeline problem is “which 200 of our 12,000 target accounts are in-market this quarter,” 6sense answers it with more signal than a rep working a static list.
What it replaces: a standalone Bombora feed plus the homegrown propensity model built on top of it, plus the manual reconciliation between the two.
Agent access: the 6sense MCP Server entered open beta on 2026-07-14, with general availability planned for August 2026, exposing account insights, predictive buying stages, 6QA status, keyword intent, and ad campaign performance to MCP-compatible clients. It opened to Revenue Marketing customers first — confirm your edition is in scope before you design a workflow around it.
Where to start: one ICP segment, intent plus predictive scoring on that segment only, one orchestrated campaign. Scoring the whole TAM in month one produces a list nobody works.
Watch-out: the buying-stage model is a model, and it is trained on a network you cannot audit. Guard: hold out a control segment of accounts your reps work on their own judgment for one quarter, and compare conversion before you let 6QA gate territory coverage.
Full 6sense review →
2. Demandbase — when advertising is the primary channel
Demandbase covers the same identification-and-intent ground, and it wins where the budget is going into B2B media. The advertising primitives are deeper, and Demandbase sells the platform as one thing — the vendor’s own pricing page states it does not split Demandbase One into separate products, and prices it as a platform fee plus a flat fee per user. ooligo score: 7.4.
The scope where it pulls ahead: you are running paid against named accounts and need impression-level reporting to tie back to account engagement rather than to a campaign ID.
What it replaces: 6sense for advertising-led teams, and the separate B2B ad network plus attribution tool that most ABM programs bolt together.
Agent access: Demandbase shipped its MCP in April 2026, covering account search, company research, contact identification, account-level intent, buying-group coverage, and account briefs from ChatGPT or Claude.
Where to start: run the POC against 6sense on a single question — which platform’s account identification matches your closed-won list better on accounts neither vendor has seen convert. Feature-parity bake-offs between these two burn six weeks and settle nothing.
Watch-out: Agentbase — the connected agent set covering campaign outcomes, account engagement, and intent — is packaged with the platform rather than sold as a line item, so its value is hard to isolate at renewal. Guard: ask for the agent’s decisions to be logged and exportable during the POC, not summarized in a dashboard.
Full Demandbase review →
3. Common Room — when the signal is people, not accounts
Common Room wins on contact-level signal from places account-based intent does not reach: Slack communities, GitHub, Discord, podcasts, LinkedIn, job changes. For PLG, developer-tools, and community-led motions, that is the difference between knowing an account is warm and knowing which four people at it are. ooligo score: 8.3.
The scope where it pulls ahead: your buyers self-identify in public before they ever fill in a form. Traditional ABM scores that account at zero.
What it replaces: the Slack-monitoring spreadsheet, the GitHub-stargazer-to-account stitching nobody has time for, and third-party intent that misses the actual signal.
Agent access: the Common Room MCP server reads and writes — it queries contacts, organizations, activities, and segments, and creates or updates records from the AI client. It is the only one of the three that closes that loop.
Where to start: connect your top three sources, define the ICP, route signals to one Slack channel for a week, and compare signal density against your existing intent feed before wiring anything into the CRM.
Watch-out: ownership. Zoom closed the acquisition in July 2026 and has stated the plan is to fold Common Room’s buyer intelligence into Zoom Revenue Accelerator. The product is still sold on its own today and the pricing page is live, but the standalone roadmap now belongs to an acquirer with its own revenue platform. Guard: negotiate a 12-month term rather than a 36-month one, and get the data-export path in writing at signature.
Full Common Room review →
Pricing reality
Only one of the three publishes a price. Common Room’s Essential tier is $2,500/mo billed annually — $30,000/yr — for 5 seats, up to 100k contacts, 5k RoomieAI research credits, and 2.5k Prospector credits. Advanced (15 seats, 250k contacts) and Enterprise (30 seats, 750k contacts) are quote-only. There is no free tier.
6sense and Demandbase are quote-gated end to end. Vendr’s transaction data puts 6sense’s median annual contract at $62,440 across 381 purchases, with a band of $11,566 to $175,022, and Demandbase’s median at $68,591 across 185 purchases, band $24,000 to $164,265.
The practical ratio: a median enterprise ABM contract runs about 2× Common Room’s published entry price, and the top of either band is 5–6× it. The spread inside each band is wider than the gap between the two vendors, which tells you the negotiation matters more than the logo — and that a quoted number near the top of the band is a packaging problem, not a market price.
What’s not on this list, and why
The minimum viable choice
If you cannot justify a full evaluation, default to Common Room. It is the only one you can price without a sales cycle, the entry tier is roughly half a median enterprise ABM contract, and a 12-month term is a survivable mistake. You can move up to 6sense or Demandbase once you have evidence that modeled third-party intent beats the signal you already have.
Routing rules, in order:
If none fit — most commonly because the target account list is under a few hundred accounts — do not buy an ABM platform. At that size, a data tool plus an execution tool covers the same ground for a fraction of the cost: pair Clay for the research and enrichment with Outreach or Salesloft for the sequencing. ABM platforms earn their price on list size and orchestration complexity, and below that threshold you are buying dashboards.
Whatever you pick, design the handoff to reps first. ABM programs fail at the moment a scored account becomes someone’s task, not at the moment the model scores it.
When to revisit
Re-open this decision if Zoom folds Common Room into Zoom Revenue Accelerator and stops selling it standalone, if 6sense’s MCP server reaches general availability across all editions rather than Revenue Marketing only, or if either enterprise vendor starts publishing a floor price. Those are the three changes that would move the routing rules above.