HubSpot Marketing Hub is the best demand generation platform for most B2B teams because it combines lead capture, email, automation and CRM in one product with a free tier and a Starter plan at $20 per seat per month on annual billing, while 6sense is the stronger pick for large enterprise ABM programs and Apollo.io is the best budget pick. Two well-known names in this category no longer exist as separate platforms: Terminus merged into DemandScience in November 2024, and RollWorks became AdRoll ABM in August 2025, so shortlists built from older articles need a fresh check before any demo is booked. Only three of the eight platforms in this guide show a starting price, and the other five are quote only, so budget planning for enterprise ABM starts with written quotes.
Demand generation platforms sit between a simple email tool and a full revenue system. The right choice depends on whether your team needs contact data, predictive scoring, advertising, or automation.
On this page
Which is the best demand generation platform: comparison table
Swipe the table sideways on a phone to see every column.
| # | Name | Best for | Starting price | Free plan / trial | Link |
|---|---|---|---|---|---|
| 1 | HubSpot Marketing Hub | B2B teams that want CRM, email and automation in one place | $20 per seat/month | Yes | Visit |
| 2 | Apollo.io | Small teams that need contact data and outbound in one tool | $49 per user/month | Yes | Visit |
| 3 | 6sense | Enterprise ABM teams with RevOps support | quote only | Yes | Visit |
| 4 | Demandbase One | Large ABM programs with advertising and intent data | quote only | No | Visit |
| 5 | Adobe Marketo Engage | Enterprise marketing automation inside Adobe Experience Cloud | quote only | No | Visit |
| 6 | Salesforce Marketing Cloud Account Engagement | Salesforce CRM teams doing B2B lead nurture | $1,250 per org/month | No | Visit |
| 7 | ActiveCampaign | Small B2B teams that need automation at a low entry price | $15 per month | Free trial (14 days) | Visit |
| 8 | AdRoll ABM | Mid-market teams that lead with account-based advertising | quote only | Yes | Visit |
The 8 best which is the best demand generation platforms, in detail
HubSpot Marketing Hub
Best for: B2B teams that want CRM, email and automation in one place
HubSpot Marketing Hub sells four editions. The free edition costs $0 for up to 2 users and covers forms, email marketing and basic chatbots. Starter is $20 per seat per month on annual billing, with a promotional $7 per seat price for new customers, and includes 1,000 marketing contacts and 500 HubSpot Credits.
- Professional is $800 per month on annual billing or $890 per month on monthly billing, and includes 3 core seats, 2,000 marketing contacts and 3,000 H
- Enterprise is $3,600 per month on annual billing with 5 core seats, 10,000 marketing contacts and 5,000 credits.
- The limit buyers most often miss is the contact band: past 2,000 marketing contacts, Professional steps up to the 5,000-contact tier for about $250 mo
- Choose HubSpot when your team wants one system for CRM, forms, email and reporting.
Pros
- Free tier for up to 2 users with 2,000 email sends a month
- Starter includes 1,000 marketing contacts
- Professional adds automation, SEO tools and landing pages
Cons
- Professional requires a one-time $3,000 onboarding fee
- contact limits step up automatically when the database grows past 2,000 marketing contacts
Apollo.io
Best for: Small teams that need contact data and outbound in one tool
Apollo.io combines a contact database of more than 240 million people with email sequences, a dialer and enrichment in one system. The free plan costs $0 and includes 900 credits per year, 2 sequences and basic filters. Basic is $49 per user per month on annual billing and includes 30,000 credits per seat per year, unlimited sequences, CRM integrations and 6 intent topics.
- Professional is $79 per user per month on annual billing and adds a US dialer, 5 mailboxes and AI research.
- Organization is $119 per user per month on annual billing with a 3-user minimum and 72,000 credits per year.
- Credits are the real budget control here: an email reveal costs 1 credit and a phone number costs 8 credits, so the free plan covers about 75 emails a
- Choose Apollo when a small team needs data, sequencing and dialing in one place.
Pros
- Free plan with 900 credits per year and 2 sequences
- Basic includes 30,000 credits per year and unlimited sequences
- published per-seat pricing with no sales call needed
Cons
- Free plan credits only allow about 75 email reveals a month
- Organization plan requires a 3-user minimum and costs $119 per user per month
6sense
Best for: Enterprise ABM teams with RevOps support
6sense sells three Sales Intelligence bundles and publishes no dollar figure for any of them, so every subscription tier ends at a demo request on its pricing page. The bundles are Sales Intelligence plus Data Credits, Sales Intelligence plus Predictive AI, and a combined bundle with both. The free tier costs $0 and includes 50 data credits per month, company and people search, sales alerts, a list builder and a Chrome extension.
- Data credits reveal and export emails, phone numbers and enriched records.
- Its predictive model trains on each customer history of closed-won and closed-lost deals, then assigns accounts to four buying stages: Awareness, Cons
- Choose 6sense when your team already runs an account-based program and has RevOps capacity to operate it.
Pros
- Free Sales Intelligence tier with 50 data credits per month
- predictive AI scores accounts into four buying stages
- third-party intent data from six partners
Cons
- No published price for any subscription tier
- data credits expire at the end of each billing cycle and do not carry over
Demandbase One
Best for: Large ABM programs with advertising and intent data
Demandbase One is the full ABM suite sold by Demandbase, with modules for Marketing, Sales, Advertising and Data, plus AI agents for prioritization. Its pricing page describes the model as a platform fee plus a flat fee per user, and it shows no dollar amounts, so buyers fill out a form to get a customized plan. The platform identifies anonymous website visitors through its identity graph, scores intent across more than 865,000 keywords, and runs account-based display advertising.
- Intent scores are measured against peer groups of similar account size.
- There is no free trial or free plan.
- Choose Demandbase when your ABM program needs advertising, personalization and intent data in one contract.
Pros
- Native B2B advertising platform and web personalization in the same suite
- intent data covers more than 865,000 keywords
- platform fee model with a flat fee per user
Cons
- No published price and no free plan or free trial
- evaluation runs through a demo with the sales team
Adobe Marketo Engage
Best for: Enterprise marketing automation inside Adobe Experience Cloud
Adobe Marketo Engage is the enterprise marketing automation platform inside Adobe Experience Cloud, and Adobe does not publish a price list for it. Third-party reports put the entry Select edition near $895 per month, but that is not an Adobe list price, so this guide records the starting price as quote only. Marketo charges by database size, so the cost rises as the active record count grows.
- The editions are Growth, Select, Prime and Ultimate, with the ABM module, advanced attribution and predictive features held for the higher editions.
- Regional workspace partitions add cost, and Marketo Sales Insight seats are a separate line.
- Choose Marketo when your company already runs Adobe Experience Cloud and needs enterprise-grade lead management and scoring.
- Skip it when your team is small, because the entry edition leaves out the ABM features most teams buy Marketo to get.
Pros
- Lead scoring, multi-touch attribution and ABM module in the higher editions
- deep integration with Adobe Experience Cloud
- workspace partitions for regional teams
Cons
- Adobe does not publish a Marketo price list
- the entry Select edition does not include the ABM module, advanced report builder or revenue cycle analytics
Salesforce Marketing Cloud Account Engagement
Best for: Salesforce CRM teams doing B2B lead nurture
Salesforce Marketing Cloud Account Engagement, the product formerly called Pardot, lists four editions on its official pricing page, all priced per org per month on an annual contract. Growth+ is $1,250 per org per month with 10,000 contacts, Plus+ is $2,750 per org per month with 10,000 contacts, Advanced+ is $4,400 per org per month with 10,000 contacts, and Premium+ is $15,000 per org per month with 75,000 contacts. Each edition includes access to Marketing Cloud Next, with usage billed in credits on top of the edition price.
- The editions include lead nurturing, scoring and grading, forms, landing pages, engagement programs and ROI reporting, all inside Salesforce CRM.
- The condition buyers most often miss is the CRM requirement: every edition needs Salesforce Enterprise or Unlimited Edition, so teams on Professional
Pros
- Growth+ includes 10,000 contacts and lead scoring and grading
- pricing is published per org rather than per user
- native reporting inside Salesforce CRM
Cons
- Every edition requires Salesforce Enterprise or Unlimited Edition, so a CRM upgrade may be needed first
- Premium+ costs $15,000 per org per month
ActiveCampaign
Best for: Small B2B teams that need automation at a low entry price
ActiveCampaign sells marketing automation on contact-count pricing, so the advertised starting prices apply only to the smallest contact tiers. Starter begins at $15 per month on annual billing for 1 user. Plus starts at $49 per month on annual billing for 1 user and includes unlimited automation actions.
- Pro starts at $79 per month on annual billing for 3 users and adds advanced segmentation and predictive content.
- Enterprise starts at $145 per month on annual billing for 5 users.
- The structure suits small B2B teams that want real automation without an enterprise contract, but the contact-count model means the monthly figure cli
- Choose ActiveCampaign when your list is small and your team wants automation, segmentation and email in one tool at the lowest entry price in this gui
Pros
- Starter starts at $15 per month on annual billing for 1 user
- Plus adds unlimited automation actions from $49 per month
- Pro adds predictive content and advanced segmentation
Cons
- Prices scale with contact count, so the entry figure only applies to the smallest contact tier
- no free plan, only a 14-day trial
AdRoll ABM
Best for: Mid-market teams that lead with account-based advertising
AdRoll ABM is the current name for RollWorks, which was folded back into the AdRoll brand in August 2025 under NextRoll. Its pricing page lists four ABM packages. Account-Based Retargeting is free to start and you pay only for media, with free creative support and an AI assistant.
- Account-Based Advertising, Account-Based Marketing, and the combined Account-Based Marketing plus Advertising package are all sold by quote, with no d
- Self-service ads are sold on a pay-as-you-go basis, and media spend is billed on top of any platform fee.
- The platform connects account intelligence to multi-channel advertising across display, social and connected TV in the higher tiers, with CRM integrat
- The connected TV minimum of $10,000 per month puts that channel out of reach for small teams.
Pros
- Account-Based Retargeting has no platform fee to start and you pay only for media
- bundled pricing includes audiences, integrations and measurement
- free creative support on retargeting
Cons
- ABM tiers are quote only with no published figures
- connected TV campaigns require a $10,000 per month minimum budget
How we chose
We included only platforms that serve B2B demand generation or account-based marketing with a live product and an official pricing page we could open. Prices and plan limits come from official vendor pricing pages opened on 2026-11-12. Where a vendor published no price, we wrote quote only instead of repeating a third-party estimate as a list price. We did not test any tool hands-on.
Pick by budget and team size
| Situation | Best pick | First-year cost to plan for |
|---|---|---|
| Under $100 per month, small team | ActiveCampaign Starter | $15 per month on annual billing, plus contact-tier increases |
| Under $100 per month, need contact data | Apollo.io Basic | $49 per user per month on annual billing, plus credit top-ups |
| One system for CRM, email and automation | HubSpot Marketing Hub Starter | $20 per seat per month on annual billing, 1,000 marketing contacts included |
| Mid-market ABM led by advertising | AdRoll ABM | Quote only for ABM tiers, retargeting from media spend only |
| Enterprise ABM with predictive scoring | 6sense | Quote only, credit pool and RevOps time on top |
| Enterprise ABM with advertising and intent | Demandbase One | Quote only, platform fee plus flat fee per user |
| Salesforce CRM shop, B2B automation | Salesforce Account Engagement Growth+ | $1,250 per org per month, plus a possible CRM edition upgrade |
| Adobe Experience Cloud shop | Adobe Marketo Engage | Quote only, priced by database size |
Frequently asked questions
Which is the best demand generation platform for most B2B teams?
HubSpot Marketing Hub is the best pick for most B2B teams because it covers lead capture, email, automation and CRM in one product, with a free tier for up to 2 users and Starter at $20 per seat per month on annual billing. Salesforce shops should look at Salesforce Marketing Cloud Account Engagement instead.
What happened to Terminus and RollWorks?
Terminus merged into DemandScience in November 2024, and the combined company now operates under the DemandScience brand with quote-only managed programs. RollWorks was folded back into the AdRoll brand as AdRoll ABM in August 2025. Both names still appear in older roundups, so confirm the current brand and pricing page before booking a demo.
How much does a demand generation platform cost?
Entry prices in this guide run from $15 per month for ActiveCampaign Starter to $49 per user per month for Apollo.io Basic and $20 per seat per month for HubSpot Marketing Hub Starter, all on annual billing. Enterprise ABM is quote only across 6sense, Demandbase One and Marketo, and Salesforce Account Engagement starts at $1,250 per org per month.
Which demand generation platform is best for small teams?
Apollo.io is the best pick for small teams that need contact data and outbound in one tool, with a free plan and Basic at $49 per user per month on annual billing. ActiveCampaign is the cheaper pick for teams that only need email and automation, with Starter at $15 per month on annual billing for 1 user.
Do any demand generation platforms have a free plan?
Yes. HubSpot Marketing Hub has a free tier for up to 2 users, Apollo.io has a free plan with 900 credits per year, 6sense has a free Sales Intelligence tier with 50 data credits per month, and AdRoll ABM retargeting is free to start with media spend only. ActiveCampaign offers a 14-day trial rather than a free plan.
Sources
- https://www.hubspot.com
- https://www.hubspot.com/pricing/marketing
- https://www.apollo.io
- https://www.apollo.io/pricing
- https://6sense.com
- https://6sense.com/pricing
- https://www.demandbase.com
- https://www.demandbase.com/pricing
- https://business.adobe.com/products/marketo.html
- https://www.salesforce.com
- https://www.salesforce.com/marketing/b2b-automation/pricing/
- https://www.activecampaign.com
- https://www.activecampaign.com/pricing
- https://www.adroll.com
- https://www.adroll.com/pricing
Prices and features were read on each company’s own website in November 2026. They change often, so confirm the current offer on the official site before you sign up or buy.