Terminus vs 6sense: Which ABM Platform Delivers?
Both platforms promise to identify in-market accounts and drive pipeline. One is an advertising-first ABM platform. The other is an AI-powered revenue intelligence engine. They're less similar than vendors want you to think.
The Short Version
6sense is the stronger platform for enterprise companies that want AI-powered intent data, predictive analytics, and orchestration across channels. Terminus is simpler, cheaper, and better suited for mid-market marketing teams that primarily want ABM advertising and basic account intelligence. The risk with 6sense is paying for AI you don't fully use. The risk with Terminus is outgrowing its analytics capabilities.
Quick Comparison
| Feature | Terminus | 6sense |
|---|---|---|
| Starting Price | ~$30K/year | ~$60K/year |
| Real Annual Cost | $30K-$80K | $60K-$200K+ |
| Intent Data | Basic (Bombora partnership) | Proprietary AI-driven |
| Advertising | Strong (core feature) | Available (not primary focus) |
| Predictive Analytics | Limited | Comprehensive AI models |
| Orchestration | Basic workflows | Multi-channel orchestration |
| CRM Integration | Salesforce, HubSpot | Salesforce, HubSpot (deeper) |
| Job Demand | 12 postings | 70 postings |
| Best For | Mid-market, ad-focused ABM | Enterprise, data-driven ABM |
| The Big Risk | Limited analytics depth | Paying for unused AI capabilities |
Deep Dive: Terminus
What They're Selling
Terminus started as a B2B advertising platform and expanded into ABM. Its strengths are display advertising, account-level targeting, and campaign measurement. The platform is approachable for marketing teams that want to run ABM campaigns without a PhD in data science. Terminus also acquired Sigstr (email signatures) and Ramble (chat) to extend its channel coverage.
What It Actually Costs
Entry point is around $30K/year for basic ABM features and advertising. Most companies land in the $40K-$80K range with full advertising spend and additional modules. The pricing is more predictable than 6sense because it's not as heavily usage-based. Ad spend sits on top of the platform fee.
What Users Say
Marketers like the advertising capabilities and the relatively straightforward setup. Account-level reporting is solid for campaign attribution. The common complaint: intent data feels thin compared to 6sense or Bombora standalone, and analytics capabilities are basic for teams that want deeper insights.
Pros
- Strong B2B advertising and targeting
- Easier to deploy than 6sense
- More predictable pricing
- Good account-level campaign attribution
Cons
- Intent data is less sophisticated than 6sense
- Limited predictive analytics capabilities
- Smaller partner and integration ecosystem
- Company has gone through ownership changes
Deep Dive: 6sense
What They're Selling
6sense sells Revenue AI: a platform that uses artificial intelligence to identify anonymous buying signals, predict which accounts are in-market, and orchestrate multi-channel engagement. The platform analyzes billions of intent signals to surface accounts before they fill out a form or visit your website. It's the most data-intensive ABM platform on the market.
What It Actually Costs
6sense pricing is opaque and customized. Entry starts around $60K/year and enterprise deployments regularly hit $150K-$200K+. You're paying for the AI engine, intent data, and orchestration capabilities. The data layer is proprietary, which means switching costs are high once you're embedded.
What Users Say
RevOps leaders and data-driven marketers love the depth of insights. The platform surfaces accounts that traditional demand gen misses. The consistent friction points: it takes 3-6 months to see value, the AI models need time to calibrate, and the dashboard complexity overwhelms teams that just want basic ABM.
Pros
- Best-in-class intent data and predictive AI
- Identifies anonymous buying behavior before form fills
- Multi-channel orchestration (ads, email, web, sales)
- Strong Salesforce integration and revenue attribution
Cons
- Expensive, with opaque pricing
- 3-6 month ramp-up before seeing full value
- Complex platform that requires dedicated ownership
- High switching costs once embedded
Which Should You Pick?
The Honest Take
6sense is the better technology. Terminus is the more accessible platform. The job market data tells the story: 6sense appears in nearly 6x more job postings than Terminus, which signals broader enterprise adoption. But 6sense is overkill for companies that aren't ready to operationalize AI-driven intent data. If your ABM program is primarily 'run ads to a target account list,' Terminus does that well and costs less.
Questions to Ask Before Buying
- What's your total ABM budget (platform + ad spend)?
- Do you have someone who will own the platform day-to-day?
- Is your ABM program advertising-led or data-led?
- How sophisticated is your current intent data usage?
- What CRM do you use and how deep is the integration need?
- Are you expecting to see ROI in 3 months or 12 months?
- How many target accounts are in your ABM program?
- Do you need multi-channel orchestration or primarily ad targeting?
Frequently Asked Questions
How much does 6sense cost compared to Terminus?
Terminus starts around $30K/year and most companies pay $40K-$80K. 6sense starts around $60K/year and enterprise deployments reach $150K-$200K+. The cost difference reflects 6sense's deeper AI capabilities and proprietary intent data.
Can I use Terminus and 6sense together?
Some companies do, but it's uncommon. You'd typically use 6sense for intent data and account identification, then Terminus for advertising execution. Most companies pick one or supplement with a standalone intent data provider like Bombora.
Which platform has better intent data?
6sense has stronger proprietary intent data with AI-driven predictive models. Terminus relies on a Bombora partnership for intent signals, which means you're getting the same intent data available through Bombora directly. 6sense's advantage is the AI layer that synthesizes intent signals into buying stage predictions.