RollWorks vs 6sense (2026) Compared
6sense is the gold standard. RollWorks is the 80/20 alternative. The question is whether you need gold or if silver gets the job done.
The Short Version
RollWorks is the better choice for mid-market B2B companies launching their first ABM programs with budgets under $25K/year. Its HubSpot integration is best-in-class and the programmatic advertising engine (inherited from AdRoll) is proven. 6sense wins for enterprise teams with $50K+ ABM budgets who need AI-driven buying stage predictions, multi-source intent data, and deep sales intelligence. The biggest risk with 6sense is paying for AI sophistication your team isn't ready to operationalize. The biggest risk with RollWorks is hitting a ceiling on intent data quality as your program matures.
Quick Comparison
| Feature | RollWorks | 6sense |
|---|---|---|
| Starting Price | ~$975/mo (~$12K/yr) | ~$25K/yr minimum |
| Enterprise Price | $25K–30K/yr | $80K–120K/yr |
| Contract | Annual, some quarterly options | Annual, multi-year common |
| Intent Data Source | Bombora (third-party) | Proprietary multi-source + Bombora |
| Account Identification | IP-based + firmographic matching | AI-powered + intent graph |
| Ad Channels | Display, LinkedIn, retargeting | Display, LinkedIn, CTV, social |
| CRM Integration | HubSpot (native), Salesforce | Salesforce (deep), HubSpot |
| Job Demand | 2 postings | 22 postings |
| Best For | Mid-market, first-time ABM | Enterprise, mature ABM programs |
| The Big Risk | Intent data ceiling as you scale | Paying for AI your team can't operationalize |
Deep Dive: RollWorks
What They're Selling
RollWorks is ABM for the mid-market. Built by NextRoll (the company behind AdRoll), it brings serious programmatic advertising chops to account-based marketing. The pitch is practical: identify your target accounts, run ads to them, measure engagement, and hand warm accounts to sales. No six-figure contracts required.
What It Actually Costs
Plans start around $975/month ($12K/year) for basic account identification and advertising. Most teams land in the $18K–30K/year range once they add Bombora intent data and expand their account lists. There aren't per-seat charges for the advertising side, which keeps costs predictable. Implementation is typically self-serve or lightly guided, saving $5K–15K compared to enterprise ABM onboarding.
What Users Say
Marketing teams appreciate the simplicity and the strong HubSpot integration. It's one of the few ABM platforms that feels native to HubSpot rather than bolted on. The common complaints: account identification relies on IP resolution, which has accuracy limits. Reporting is solid but not as deep as 6sense. Sales teams sometimes feel underserved because the tool is marketing-first.
Pros
- Entry price is 60–75% lower than 6sense
- Best-in-class HubSpot integration among ABM tools
- Strong programmatic advertising from AdRoll heritage
- Simpler to deploy and manage without dedicated ABM ops
Cons
- IP-based account identification has accuracy limits
- Intent data is third-party (Bombora), not proprietary
- Reporting lacks the depth of enterprise ABM platforms
- Only 2 job postings, meaning a very small practitioner community
Deep Dive: 6sense
What They're Selling
6sense positions itself as the revenue AI platform for B2B. Its core value: aggregate intent signals from across the web, predict which accounts are in a buying cycle, and score them by stage (Awareness, Consideration, Decision, Purchase). The platform doesn't just tell you who to target. It tells you when they're ready and what they care about.
What It Actually Costs
Team tier starts around $25K/year with basic features. Most companies land on the Growth tier ($50K–75K/year) for predictive models and advanced intent. Enterprise deals with full orchestration, CTV advertising, and premium support regularly hit $80K–120K/year. Implementation and onboarding run $10K–25K. Multi-year discounts are common, but they lock you in.
What Users Say
Teams that fully adopt 6sense tend to be vocal advocates. The buying stage predictions and intent insights change how pipeline is prioritized in measurable ways. The frustrations are consistent: the platform is complex to configure, ROI takes 3–6 months to materialize, and the price tag makes leadership nervous. Smaller teams often underutilize it.
Pros
- Proprietary intent data from multiple sources
- AI-driven buying stage predictions are category-leading
- Deep Salesforce integration with bi-directional data sync
- 11x more job postings than RollWorks (22 vs 2)
Cons
- Minimum $25K/year, with most teams spending $50K+
- Complex to configure and operationalize
- ROI takes 3–6 months to materialize
- Overkill for companies with fewer than 500 target accounts
Which Should You Pick?
The Honest Take
6sense is the gold standard, but most mid-market teams don't need that much horsepower. RollWorks does 80% of what 6sense does at 30% of the cost. The uncomfortable truth is that ABM platform sophistication matters less than ABM execution. A team running disciplined account-based plays on RollWorks will outperform a team that bought 6sense and never fully configured the buying stage model. Start with the cheaper option. If you hit real ceilings on intent data quality or account identification accuracy, upgrade. Most teams won't need to.
Questions to Ask Before Buying
- How many target accounts are in your ABM program?
- Do you have a dedicated ABM or demand gen person to operate the platform?
- Which CRM are you on, and how deep does the integration need to be?
- What's your annual budget for ABM tooling, including ad spend?
- Have you run ABM before, or is this your first program?
- Do you need intent data to prioritize accounts, or is firmographic targeting sufficient?
- How important is buying stage prediction vs basic account engagement scoring?
Frequently Asked Questions
Can RollWorks compete with 6sense on intent data?
Not head-to-head. RollWorks relies on Bombora for intent data, which is solid but single-source. 6sense aggregates intent from multiple proprietary sources and applies AI models on top. For teams with fewer than 1,000 target accounts, the difference is often negligible. For enterprise programs targeting 5,000+ accounts, 6sense's data layer is measurably better.
Is 6sense worth the price for a mid-market company?
Usually not. If your ABM budget is under $30K/year total, 6sense's minimum contract eats most of it before you've spent a dollar on ads. RollWorks or Demandbase One (SMB tier) give you account identification and advertising at a price that leaves room for actual campaign spend.
Which platform has more career demand?
6sense by a factor of 11x. Our data shows 22 job postings mentioning 6sense vs 2 for RollWorks. ABM platform experience in general is a growing skill, and 6sense is the name most enterprises recognize. That said, ABM job postings are a small category overall.