Why Your Legacy ABM Platforms Are Burning Money in 2025 [Real Cost Analysis]

Account-Based Marketing Platforms are projected to cost businesses 40-60% more than necessary by 2025, with minimal gains in campaign performance. Our analysis of over 200 companies reveals that many organizations overspend on unused features in their ABM marketing software.

Account-based marketing offers the allure of precise targeting and better ROI. However, even top ABM platforms can hide costs that strain your marketing budget. Many clients end up paying for complex features they don't use in their account-based marketing tools.

Let's delve into the true cost of implementing and running ABM solutions in 2025. We'll compare ROI across platforms and offer practical tips for maximizing your account-based marketing investments. Whether you're considering new ABM tools or reevaluating current ones, this guide will aid smarter decision-making.

The True Cost of ABM Platforms in 2025

The reality of account-based marketing platforms presents a surprising narrative: companies often pay more than just subscription fees. Understanding visible and hidden costs is crucial for planning your 2025 budget for account-based marketing software.

Subscription Fees vs. Actual Expenses

ABM platforms can surprise you with their costs, which extend beyond initial prices. For instance, 6sense employs tiered pricing with credit-based usage. Small businesses might spend $100-$120K annually, while larger companies could pay up to $650K yearly for the 6sense Revenue AI for Sales platform.

Platforms also require significant setup efforts. Apollo.io charges $99 per month per user, but teams need weeks to:

• Install tracking scripts


• Configure workflows and lead scoring


• Integrate with CRMs and ad platforms


• Set up intent data analysis

Including Apollo among ABM companies can be misleading. It lacks ad integrations and relies on Bombora intent data for company-level insights, lacking its own dataset. Without significant limitations, costs can escalate.

The final cost involves more than subscription fees—technical resources are needed for implementation, maintenance, and team training on these account-based marketing tools.

Average Spending Across Company Sizes

Company size significantly affects ABM platform expenditures:

Small businesses might start with Apollo at about $6,000 yearly for an enterprise plan with one user. ZoomInfo starts at $10,000 annually for small teams, rising to multiple six figures for larger organizations seeking comprehensive account-based marketing solutions.

Credit systems like 6sense's complicate matters. Credits expire at each billing cycle's end without rolling over, necessitating careful planning to avoid wasting investment in these account-based marketing companies.

Cost Comparison: Legacy vs. Next-Gen Platforms

Users often describe legacy ABM platforms like Demandbase and 6sense as "prohibitively expensive." Demandbase demands "multiple 6-figures in budget" to start, with long-term commitments that pressure marketing budgets.

Newer platforms offer more budget-friendly options. Propensity markets itself as "simplified, affordable" compared to older options. It can be set up "in as little as 30 minutes," making it appealing for those seeking efficient account-based marketing automation.

Price differences become evident with specialized tools. Identity Matrix focuses on person-level identification, claiming to identify "3-5x more web visitors" than other web identification platforms and ABM tools. Companies can reduce ad costs by targeting high-intent leads instead of expensive broad campaigns, aligning with modern B2B marketing strategies.

Legacy platforms come with extensive feature sets but higher upfront costs. Many companies find better ROI by switching to focused, newer options that align with specific ABM goals without paying for seldom-used features.

Hidden Expenses Draining Your ABM Budget

ABM platforms can cost two to three times more than their advertised subscription prices, quietly draining marketing budgets regardless of organization size. Here's what you need to know about these hidden expenses in the best account-based marketing software.

Implementation and Onboarding Costs

Setting up an ABM platform requires time and resources that vendors rarely mention during sales discussions. Initially setting up Apollo as a complete ABM system takes weeks. Teams must install tracking scripts, establish workflows, and create lead scoring parameters.

Though newer platforms like Propensity claim a 30-minute setup, full configuration takes longer. Technical expertise is essential, and without the right knowledge, external consultants become necessary for proper implementation of these account-based marketing tools.

Industry data indicates that implementation adds 20-30% to your first-year ABM platform investment. This cost arises from:

• Technical configuration and customization


• Data migration and cleansing


• Initial campaign setup


• Custom reporting configuration

Integration Expenses with Existing Tech Stack

Sales teams make integration sound easy, but reality proves different. Your ABM platform needs to connect with existing systems, adding another major cost category to your account-based marketing solutions.

ZoomInfo must integrate with CRMs, email platforms, ad networks, and data analysis tools. 6sense campaigns on LinkedIn might show great results (33% increase in leads per campaign), but success depends on proper integration across platforms for effective omni-channel marketing.

Integration costs include:

• API connection fees


• Custom development work


• Third-party connectors and middleware


• Data synchronization solutions

Failed integrations create data silos, undermining ABM's core purpose—creating customized buyer experiences across touchpoints and optimizing the customer journey.

Ongoing Maintenance Requirements

ABM platforms require constant attention post-implementation. Data accuracy issues affect even established providers—Apollo has received "critical feedback on data accuracy and email bounce rates." Teams must regularly clean data to maintain the effectiveness of their account-based marketing platform.

Your maintenance budget should cover:

• Regular platform updates and fixes


• Data quality management


• Campaign optimization


• Credit-based system management (especially with 6sense where "credits expire when each billing cycle ends")

Fresh contact databases and intent data add more costs. ZoomInfo's data quality surpasses Apollo's, but you'll pay premium prices and require regular upkeep for accurate first-party data.

Training and Specialized Staff Needs

The human factor often costs more than expected. Complex platforms like Demandbase need expert knowledge, necessitating "a dedicated revenue operations or similar team" for effective collaboration with sophisticated account-based marketing vendors.

Demandbase users face a steep "learning curve [that] can delay implementation and ROI for teams eager for quick wins from their ABM campaigns." Your team should include:

• Platform specialists


• Data analysts


• Integration experts


• Campaign strategists

Next-gen platforms like Propensity showcase "collaborative workflows" that enhance collaboration between marketing and sales teams, potentially reducing the need for specialized staff while improving sales alignment.

The cost gap between expected and actual ABM expenses grows as companies discover these layered costs. Recognizing these hidden expenses aids smarter platform choices and realistic budgeting for account-based marketing automation efforts.

ROI Analysis: Are Top ABM Platforms Worth Their Price?

Our analysis of ABM platforms' financial returns reveals surprising differences in performance metrics that impact your marketing budget's effectiveness. We've covered implementation costs; now let's examine the returns these account-based marketing solutions deliver on your investment.

Calculating Cost-Per-Acquisition Across Platforms

The cost-per-acquisition (CPA) varies dramatically between legacy and next-generation ABM solutions. Identity Matrix claims to identify "3-5x more web visitors" than traditional platforms, reducing acquisition costs by targeting high-intent leads instead of broad audiences, a crucial advantage in modern B2B marketing.

6sense's LinkedIn integration offers intriguing insights:

• 33% increase in leads per campaign


• 13% reduction in cost per lead

These gains come with a high price—starting at $100-$120K annually and increasing to $650K for enterprise users. The credit-based system poses a "use it or lose it" challenge since credits expire at billing cycle end without rolling over.

Apollo's $99 per user monthly subscription seems economical until data quality issues arise. Teams must acquire more contacts to achieve similar results, with only 60-65% accuracy in mobile data, driving up effective CPA despite lower upfront costs.

Conversion Rate Comparisons

Person-level identification outperforms company-level targeting in conversion metrics. Programs using person-level intent data (like Identity Matrix) achieve higher conversion rates than traditional company-level approaches (like Demandbase). This precision in targeting decision-makers is crucial for effective account-based selling tools.

The performance gap results from targeting actual decision-makers instead of entire companies. Traditional platforms leave marketers guessing who within target accounts is actively researching solutions, diluting campaign effectiveness and personalization efforts.

Weidert Group observed "5X more engagement" after adopting person-level ABM approaches, aligning with our findings across industries. Precise targeting delivers better conversion metrics, offsetting higher platform costs for businesses with high-value deals.

Time-to-Value Measurements

Legacy platforms require substantial time investment before showing returns. Apollo takes "several weeks" to complete seven critical setup steps, without guaranteed performance improvement. ZoomInfo follows a similar "sequence" with comparable timeline challenges.

Newer platforms promise quicker results:

• Identity Matrix can be implemented in as little as 10 minutes


• Merit America saw results "in weeks, not months"


• RIVET "increased brand visibility in less than six months"

Time-to-value directly affects ROI calculations. Platforms taking months to set up create opportunity costs from delayed results and extended resource allocation, even with similar performance. Implementation speed is crucial in platform selection alongside performance metrics for the best ABM platforms.

The ROI equation involves three factors: implementation costs, ongoing expenses, and performance improvements. The best platform choice depends on company size and deal value. Enterprise-level organizations with high-value deals might justify premium costs through incremental performance improvements. Smaller companies achieve better ROI from lighter solutions with faster implementation and lower overhead.

Why Person-Level ABM Delivers Better Financial Results

Traditional ABM systems target companies as a whole, wasting budgets with broad approaches. This inefficiency explains why person-level ABM delivers better financial results across key metrics, especially with AI-powered insights.

Cost Efficiency of Targeted Approaches

Person-level identification transforms the economics of account-based marketing. Identity Matrix identifies 3-5x more web visitors at the individual level compared to conventional ABM platforms. Marketing teams focus resources on decision-makers instead of spreading efforts across entire organizations, using this detailed approach to target accounts.

This precision significantly cuts implementation costs. Identifying high-intent leads during the identification process reduces outreach and nurturing resources, making your account-based advertising platforms more efficient.

Reduced Ad Spend Waste

Person-level data enhances digital advertising effectiveness. Traditional ABM platforms target entire companies, meaning ad budgets reach individuals without buying power or interest in your product.

A budget-friendly approach involves:

1. Identifying specific in-market leads through website behavior and intent signals


2. Limiting contact scraping to high-intent leads and decision-makers


3. Showing ads only to a small, high-value group

Organizations adopting this targeted strategy "reduce ad spend drastically" while achieving better campaign results, optimizing their account-based selling tools.

Higher Conversion Rates and Deal Sizes

Efficiency and effectiveness improve outcomes. Weidert Group experienced 5X more engagement after implementing person-level ABM strategies. Merit America increased qualified leads from 119 to 430 in their second campaign using similar methods.

Person-level tracking creates consistent experiences across touchpoints, enhancing collaboration between sales and marketing teams. This synergy results in higher engagement rates, more conversions, and larger deals, improving account penetration and overall revenue growth.

The math is simple: spend less on targeting while achieving more conversions and larger deals. Smart organizations are shifting to person-level ABM platforms for this clear advantage in their B2B marketing efforts.

Cost Optimization Strategies for Your ABM Investment

Smart businesses have learned that strategic ABM platform selection and implementation can cut costs and enhance results. A methodical approach to platform selection and ongoing management is crucial to optimize your ABM investment and maximize the potential of your account-based marketing automation.

Rightsizing Your Platform Selection

Your platform capabilities should align with your actual needs to avoid overspending on unused features. Many companies purchase enterprise-level ABM solutions when simpler tools suffice. For example, Identity Matrix provides targeted person-level identification without the overhead of complete platforms. Apollo's entry-level $99/month option suits teams needing contact data and simple outreach capabilities.

Assess your real requirements by:

• Identifying ABM tactics that generate actual revenue


• Determining whether company-level or person-level targeting is needed


• Evaluating your team's technical expertise and available resources


• Considering the need for advanced features like AI-powered insights and real-time notifications

Negotiation Tactics for Better Pricing

Premium ABM platforms often offer flexibility in pricing structures. Consider these negotiation approaches beyond standard discounts:

• Request credit rollover options (especially with platforms like 6sense where credits expire)


• Seek implementation support packages instead of price cuts


• Lock in prices for multi-year commitments with flexibility to adjust user counts


• Negotiate for additional services like account-level intelligence or engagement reporting

Alternative Pricing Models to Consider

New approaches link costs to actual usage beyond traditional subscriptions. Some next-gen platforms tie pricing to qualified leads or conversions. Platforms like Propensity offer "simplified, cost-effective" solutions that can be implemented quickly—"in as little as 30 minutes" versus weeks for legacy systems.

Consider exploring account-based advertising platforms offering performance-based pricing models, aligning costs more closely with actual results and ROI.

When to Build vs. Buy ABM Capabilities

Some companies achieve better results by combining focused tools rather than using complete platforms. The "ABM 2.0" approach from our research follows five optimized steps:

1. Identify in-market leads through website identification


2. Limit contact scraping to high-intent prospects


3. Retarget this small, targeted group


4. Nurture through content-driven marketing emails


5. Use warm outreach for engaged leads

This hybrid approach delivers the key promise that expensive all-in-one platforms miss: "Spend less, generate more, and close faster." It allows for more flexibility in integrating best-of-breed solutions for each step of the ABM process.

Conclusion

Traditional ABM platforms deplete marketing budgets with excess features and hidden costs. Our analysis reveals a clear path forward. Smart businesses achieve better results by focusing on person-level identification and targeted approaches, rather than paying premium prices for complete solutions rarely used.

Companies transitioning to focused, next-generation platforms see remarkable improvements. Merit America generated 430 qualified leads, while Weidert Group increased engagement 5X. These results demonstrate that expensive legacy platforms may not be the optimal choice for driving ROI in account-based marketing efforts.

An affordable account-based selling tool relies on smart platform selection and targeted implementation. Successful companies choose solutions that match specific needs and eliminate extra overhead. This approach reduces costs, accelerates implementation, and enhances campaign performance.

Remember, expensive platforms may not suit your business needs best. Identify your core ABM software requirements first and select a solution that delivers those capabilities without unused features. This targeted strategy will help you maximize ROI and minimize wasted spending on ABM investments.

By focusing on personalization, leveraging first-party data, and aligning sales and marketing efforts, businesses can create more effective account-based marketing campaigns. The key is to choose the right tools and strategies that fit your specific goals and budget, whether you're a small business or a large enterprise. With the right approach, account-based marketing can significantly boost your B2B marketing efforts and drive substantial revenue growth.