6sense vs. RollWorks: Which is Better for ABM?15 min read

In this article, I compare 6sense and RollWorks on features, pricing, and real-world fit so marketing and sales teams can pick the platform that best supports their account based marketing strategy.

I also outline how ZenABM can act as a lean, affordable alternative or a complementary layer to these enterprise ABM suites because of what it does differently.

Read on…

6sense vs. RollWorks: Quick Summary

In case you are in a hurry, here is the short version:

• 6sense is a full stack, AI driven ABM platform designed for predictive orchestration across marketing and sales.
• RollWorks is a lighter, advertising first ABM tool that centers on audience building, retargeting, and engagement measurement.
• Pricing: 6sense typically runs from the mid five figures to six figures per year. RollWorks often starts near $1K per month.
• Complexity: 6sense takes more setup and RevOps coordination. RollWorks is simpler to get live for quick outcomes.
• Use cases: Pick 6sense when predictive RevOps alignment is the priority. Choose RollWorks for media led ABM and fast activation.
• ZenABM offers a lean, first party LinkedIn ABM approach starting at $59 per month. It captures company level ad engagement by campaign, scores accounts, syncs qualitative and quantitative intent to your CRM, assigns ABM stages, routes hot accounts to BDRs, and connects pipeline and revenue to ad spend.

6sense Overview: Key Features, Pricing, and More

6sense is an AI powered B2B ABM platform recognized for revenue and sales intelligence capabilities.

It helps revenue teams answer questions like “Who is showing intent” and “Which accounts deserve priority now” by combining large scale data with machine learning.

The feature set is extensive for marketing and sales teams and is aimed at mid sized and enterprise organizations.

Here are the highlights:

Multi-Channel Account Advertising & Orchestration

6sense provides a B2B DSP and integrations to activate ads across display, video, CTV, LinkedIn, Facebook, Google Ads, and more.

Teams can build dynamic audiences using firmographics, technographics, intent keywords, CRM data, and similar inputs to tighten targeting.

Orchestration allows ads, email, and sales outreach to coordinate based on account behavior.

Predictive Intent Data & AI Scoring

6sense’s signature capability is its AI driven intent and predictive scoring.

It blends first party signals such as website visits, second party data from review sites, and third party intent around B2B search and content to produce a 0 to 100 score.

Those scores map to buying stages and conversion likelihood.

For instance, 6sense’s predictive analytics can notify sales when an account spikes on certain research topics or hits key pages, indicating potential in market status.

This gives sales a proactive way to focus on high intent accounts.

Account Intelligence & Contact Data

6sense builds comprehensive account profiles with firmographics, technographics, key contacts, and behavioral context.

It often supplements with third party enrichment for contact data. Some users note international coverage can vary.

The sales intelligence features such as buying committee mapping and next best action guidance give reps the context they need.

Analytics, Attribution & Reporting

6sense provides robust dashboards for both marketing and sales outcomes.

It supports multi touch attribution that ties pipeline to campaigns, shows influenced versus sourced revenue, and can forecast pipeline with AI.

Users can track how accounts progress across buying stages and how engagements correlate with wins.

6sense also integrates with tools like Mutiny for personalization and Drift for chat to extend the experience.

Integrations & Workflow

As an enterprise platform, 6sense connects with major CRM and marketing automation systems such as Salesforce, HubSpot, and Marketo, plus sales engagement tools like Salesloft and Outreach, and enrichment providers.

It aims to act as the intelligence layer for your GTM stack, improving collaboration across marketing and sales.

For example, segments from 6sense can sync to LinkedIn Campaign Manager or kick off sales sequences.

This helps both teams stay aligned on the same list of in market accounts.

For more information, see 6sense’s integrations page.

6sense Pricing

6sense is a premium product without public pricing. You will need to speak with sales for a custom quote.

Typical contracts are annual or multi year and may include services or media components based on usage.

What should you expect to pay

Although exact numbers depend on scope, most buyers should budget from the mid five figures into six figures per year for a complete deployment.

Vendr cites a median 6sense price of $54,250 per year.

In short, a 6sense subscription often ranges from tens of thousands to several hundred thousand dollars annually across platform and add ons.

Given the investment and the ramp required, 6sense suits organizations that will fully leverage advanced features.

Smaller teams that stay on one or two channels can find the price and complexity hard to justify.

RollWorks Overview: Key Features, Pricing, and More

RollWorks is the ABM arm of NextRoll, the company behind AdRoll. It connects programmatic advertising with account based marketing.

It is often viewed as an entry level enterprise ABM option for scaling teams.

RollWorks brings NextRoll’s ad tech together with an ABM framework that identifies accounts, engages them with coordinated ads, and measures outcomes through the funnel.

Key capabilities include:

Account Identification & Scoring

You can import or build target account lists and score them on fit and intent.

RollWorks assigns an ICP Fit grade from A to D using firmographic, technographic, and CRM data.

It also monitors in market behavior with keyword intent. You choose relevant topics and RollWorks flags accounts researching those themes across the web.

Signals from RollWorks and partners like Bombora feed a Journey Stages model that classifies accounts as Unknown, Aware, Engaged, Open Opportunity, and similar stages based on activity.

Pro Tip: Favor first party intent over third party keyword spikes.

ZenABM captures qualitative intent by tracking which LinkedIn ads a company interacts with so you get clear, actionable signals.

Userpilot and others have built ABM programs around this approach by tagging campaigns by pain point and increasing BOFU spend on themes that accounts engage with.

Their campaign structure:

Multi-Channel Account-Based Advertising Orchestration

RollWorks runs on NextRoll’s DSP to deliver display, retargeting, and selected social inventory.

For example, you can execute programmatic display to your TAL and coordinate LinkedIn via RollWorks using the LinkedIn Marketing API for audience or campaign sync.

Persona based targeting lets you tailor messages by role and seniority so the right decision makers see them.

You also get dynamic creative and an asset library for large scale creative management.

Website Visitor Identification

To connect ads to pipeline outcomes, RollWorks uses a tracking pixel that attempts to de anonymize visits by matching IPs or cookies to companies.

When visitors from a target account hit your site, the platform tries to identify the company and can suggest contacts from that account.

Intent Spike Alerts & Sales Integrations

RollWorks watches engagement across channels such as impressions, clicks, and site visits, then sends Account Spike Alerts when activity jumps.

A G2 reviewer called these alerts a game changer for sales since they provide timely visibility and help prioritize outreach.

RollWorks also embeds Sales Insights in CRM such as a Salesforce panel with recent engagement and suggested next steps that aligns sales with ABM data.

Automation & Analytics

The platform automates workflows such as moving accounts between audiences, creating CRM tasks, or changing bids based on behavior.

For example, when an account reaches Opportunity, RollWorks can lower frequency or swap creative. If Bombora shows a surge on a topic, it can add the account to a campaign and increase bids.

Journey Stages also include recommended actions such as boosting spend for high fit accounts that have not engaged yet.

Analytics roll up performance to pipeline so you can view impressions, clicks, and attributed revenue or opportunities in one place.

Some users say attribution is basic and that advanced reporting can require manual work.

Integrations

RollWorks integrates bi directionally with Salesforce and HubSpot.

It also connects to MAPs such as Marketo and Pardot, plus Outreach and Salesloft via native connectors or APIs.

For enrichment and intent, it partners with Bombora and G2, and for data with providers such as ZoomInfo.

You can see the full list in our RollWorks for ABM guide.

RollWorks Pricing

RollWorks follows a tiered and usage based model rather than simple self serve pricing. As of 2025 it appears under the AdRoll ABM umbrella.

There is a limited free or self service option that supports retargeting and basic account targeting where you only pay for media.

Full ABM functionality requires paid plans and a conversation with sales.

Pricing is more approachable than many enterprise ABM suites.

For small to mid sized teams, entry plans often begin just under $1,000 per month.

RollWorks has also promoted that it was among the first ABM vendors to offer sub $1K monthly pricing to reduce the intimidation tax for new programs.

6sense vs. RollWorks: Key Differences

Major contrasts between 6sense and RollWorks to keep in mind:

So, Which is Better for Account-Based Marketing?

6sense vs. RollWorks. Which should you choose

It depends:

• Choose 6sense if your success hinges on predictive alignment between marketing and sales. If you want buying stage scoring, AI based prioritization, alerting, and cross channel orchestration that keeps SDRs and AEs on track, 6sense is a natural fit. Teams with RevOps maturity and the appetite for process change see the most benefit.
• Choose RollWorks if your ABM is advertising led and you want fast, practical results. If your plan is to activate TALs, retarget, coordinate LinkedIn audiences, and manage budgets with ICP Fit and Journey Stages, RollWorks is easy to adopt and scale. The dynamic CPM model suits paid media teams and the learning curve is mild compared with full suites.

Reality Check by Company Size.

• SMB and lower mid market: RollWorks usually ramps faster with less operational overhead. The 6sense Free Sales Intelligence tier is a low risk way to experiment, but the full platform is often overkill unless you have dedicated ops and multi channel goals.
• Mid market: Both can work. If you want predictive alignment that drives coordinated inbound and outbound, 6sense has the edge. If your plan is media heavy and you want clean TAL activation with Journey Stages, RollWorks is a good fit.
• Enterprise: Either scales. The decision comes down to whether you want a predictive core across your GTM motions or a focused ABM ad stack with tight controls for paid media.

Btw, there is a third option worth considering: ZenABM.

Let me walk you through it.

ZenABM as an Alternative: Key Features, Pricing, and More

ZenABM is a lean ABM platform built for running LinkedIn led ABM programs.

Key capabilities include:

Account-Level LinkedIn Ads Engagement Tracking

ZenABM connects directly to the LinkedIn Ads API to bring in account level data from every campaign.

You can see which target companies engage with your LinkedIn ads, including impressions and clicks, mapped at the account level.

Because this is first party data from logged in users, accuracy is high. Many ABM suites still depend on probabilistic IP or cookie methods to infer identity.

That guesswork can be unreliable. A Syft study found IP matching tools correctly identify companies about 42 percent of the time.

ZenABM’s first party approach yields cleaner intent signals from ad engagement. If several people at the same company interact with your ads, you know the account is warming up without buying third party data.

Pro Tip: You can also deanonymize many website visitors for free by retargeting them with low cost LinkedIn text ads. ZenABM will then reveal the companies that were served impressions.

Real-Time Engagement Scoring

ZenABM continuously updates engagement scores based on ad interactions. You can view recent or historical trends to spot warming accounts.

These scores help teams prioritize outreach to the right companies at the right time.

ABM Stage Tracking

ZenABM lets you define ABM stages such as Identified, Aware, Engaged, Interested, and Opportunity. It then categorizes each account using engagement and CRM data.

You can adjust thresholds for each stage and ZenABM will track movement across the funnel automatically.

This delivers full funnel visibility similar to enterprise ABM suites and helps you find friction points.

CRM Integration and Workflows

ZenABM syncs bi directionally with CRMs such as HubSpot and Salesforce on higher plans.

LinkedIn engagement is written into your CRM as company properties so sales can react quickly:

ZenABM can also auto move accounts to Interested when engagement crosses your threshold and assign them to BDRs for immediate follow up.

Intent Tagging from LinkedIn Ads Engagement

ZenABM lets you tag each LinkedIn campaign by theme or problem area. It then shows which accounts interacted with which themes so you know what each company cares about.

This is true first party intent. Instead of paying for inferred interest, you get direct evidence. If Account Z clicks a “Feature A” ad, you know the interest is real.

These insights sync to CRM, which enables highly relevant outreach and messaging.

Your reps always know the topic that resonates with each account.

Built-in Dashboards and Account-Based Marketing Analytics

ZenABM ships with ready made dashboards that connect ad exposure, engagement, funnel stages, and pipeline.

• Analyze performance across ABM campaigns, LinkedIn campaign groups, and individual ads:
• Because ZenABM tracks deal value and ad spend by account and campaign, it calculates ROAS, pipeline per dollar, and campaign driven revenue. These insights help revenue teams focus on business impact, not vanity metrics

ZenABM Pricing

ZenABM starts at $59 per month for Starter, $159 per month for Growth, $399 per month for Pro (AI), and $470 per month for the agency tier.

Even the top plan stays under $7,000 per year, which is a fraction of typical 6sense or RollWorks quotes.

All plans include core LinkedIn ABM features. Higher tiers mostly lift limits or add Salesforce integration.

You can pay monthly or annually with two months free, and there is a 37 day free trial to test before you commit.

Conclusion

The right choice between 6sense and RollWorks depends on your goals, team size, and ABM maturity.

If your strategy relies on predictive analytics, AI driven orchestration, and tight sales and marketing alignment, 6sense brings enterprise depth but also more cost and complexity.

If you want a nimble, advertising led approach that focuses on account targeting, retargeting, and measurable engagement, RollWorks provides a faster path to value with a smaller price tag.

For teams that prefer first party intent, precise engagement data, and affordability, ZenABM is a smart middle path.

It captures what traditional suites often miss. It reads real buyer engagement from your own LinkedIn ads and turns that into action for your GTM team.

No black box. No six figure commitment.

Just fast and transparent ABM.

Try ZenABM for free now or book a demo to know more.