Best Person-Based Marketing Platforms: Complete Comparison Guide for 2026

TL;DR

• Person-based marketing targets named decision-makers, not just company IP ranges, so your ads and outreach reach the people who actually sign off on the deal.

• This guide compares 8 options for 2026: six dedicated person-based and ABM platforms, plus the two main native ad channels, scored on match rates, channel coverage, service model, and pricing.

• 6sense and Demandbase lead for enterprises with in-house RevOps teams and large budgets.

• Hey Sid places #3 in this guide's scoring as the managed, done-for-you option for lean B2B teams that want person-level execution without hiring an ABM team.

• Use the decision framework near the end to match a platform to your team size, budget, and channel needs.

Please note that pricing may change, so always check the latest details on the product's website.

Choosing the right person-based marketing platform shapes your B2B growth for the next year. The wrong choice wastes budget and stalls pipeline. The right platform changes how you reach decision-makers, shortens sales cycles, and delivers measurable ROI.

Dozens of platforms now claim to offer person-based marketing, contact-level targeting, and individual-based advertising. This guide cuts through the noise. It compares the leading person-based marketing platforms available in 2026, examining features, strengths, ideal customers, and pricing models. Whether you run a mid-market team taking its first steps into account-based marketing or an enterprise optimising sophisticated programmes, this comparison will help you decide.

This guide is part of our series on person-based marketing. Here, the focus is narrow: helping you evaluate and select the right technology or service for your organisation.

Quick Comparison: Person-Based Marketing Platforms 2026

Pricing may change. Always check the latest details on the vendor's website.

What to Look for in a Person-Based Marketing Platform

Before comparing specific platforms, set the criteria that matter most when you evaluate person-based marketing solutions.

Data Quality and Match Rates

Accurate contact identification is the foundation of person-based marketing. Look for:

High match rates. This is the percentage of your uploaded contacts a platform can actually target with ads. Strong platforms report 70% to 90% match rates across their networks.

Data freshness. B2B professionals change jobs often. Quarterly contact updates are the minimum, monthly is better.

Multi-source verification. Platforms that verify contact information across several data sources reduce errors and improve accuracy.

First-party data integration. A clean connection to your CRM keeps you working from a single source of truth.

Channel Coverage

Different decision-makers spend time on different platforms. Comprehensive solutions reach across:

LinkedIn. Essential for B2B, especially for executives and senior decision-makers. Look for native LinkedIn Campaign Manager integration or a partnership.

Google Display Network. Reach across millions of websites, useful for awareness and staying visible during research.

Programmatic display. Access to premium publisher inventory beyond Google, with sophisticated retargeting and frequency management.

Email coordination. Alignment between paid ads and owned email creates multi-channel experiences.

Emerging channels. Forward-thinking platforms add Connected TV, podcasts, and other channels where B2B buyers now spend time.

Personalization Capabilities

Generic ads underperform in person-based marketing. Evaluate:

Dynamic content that inserts company names, industries, roles, and custom variables into creative.

Sequential messaging that tells a story across a series rather than a single static ad.

Multi-variate testing for headlines, images, copy, and calls to action.

Creative support, since some platforms produce creative in-house while others expect you to bring your own.

Integration Coverage

Your platform has to work with your existing stack:

CRM integration with Salesforce, HubSpot, and Microsoft Dynamics.

Marketing automation with Marketo, Pardot, and Eloqua.

Intent data from Bombora, G2, and other signal sources.

Analytics flowing into Google Analytics, Tableau, Looker, and BI tools.

Sales engagement with Outreach, Salesloft, and similar tools.

Service Model

Platforms range from fully self-service to fully managed:

Self-service puts strategy, creative, targeting, and optimisation on your team. Lower cost, higher internal resource requirement.

Assisted adds advisory support, training, and best practices on top of the software.

Fully managed hands strategy through execution to the provider. Higher cost, minimal internal resource needed.

Assess your team honestly. A powerful self-service platform delivers nothing if you lack the time and expertise to run it.

Pricing and Contract Terms

Person-based marketing platforms use several pricing models:

Platform fees for software access, often billed monthly or annually.

Media spend, your actual advertising budget, sometimes with monthly minimums.

Managed service fees, a percentage of media spend or a flat retainer for done-for-you work.

Setup fees, one-time implementation costs.

Also weigh contract length, cancellation terms, and minimum commitments. Most enterprise ABM vendors do not publish pricing, so treat any figure you see as a reported estimate until you get a quote.

Top Person-Based Marketing Platforms Compared

The platforms below are ranked on match rates, channel coverage, service model, and fit for the person-based use case. Two enterprise leaders open the list. Entries #7 and #8, LinkedIn Campaign Manager and Google Ads Customer Match, are native ad channels rather than dedicated person-based or ABM platforms. They are included as execution options, not as feature-parity competitors to the platforms above.

#1 6sense: AI-Powered Predictive Revenue Platform

Best for: Large enterprises with sophisticated RevOps teams and significant technology budgets.

6sense provides an end-to-end revenue platform that combines account identification, intent data, person-based advertising, and predictive analytics. Its AI identifies accounts showing buying signals and orchestrates engagement across channels, often before a prospect declares explicit intent.

Key features:

Predictive analytics that analyse billions of data points to spot accounts entering a buying cycle. A proprietary intent network that tracks research behaviour across thousands of sites and publications. Multi-channel orchestration across advertising, email, and sales outreach based on account stage. Revenue AI that surfaces pipeline health, deal velocity, and recommended next actions.

Strengths: Strong AI and machine learning. An extensive proprietary intent network. A comprehensive platform covering multiple use cases. Detailed analytics and reporting. Account identification that reaches beyond your existing target lists.

Considerations: A large upfront investment. Complex implementation, commonly 3 to 6 months. Dedicated resources needed to run it. A steep learning curve to reach full value. Better suited to large enterprises than to mid-market teams.

Ideal customer: Enterprise organisations with dedicated RevOps or marketing ops teams, multiple ABM programmes running at once, and the budget for a premium solution.

Pricing: Custom, quote-based. 6sense does not publish list pricing. Vendr-reported median contracts sit around $63,000, with observed deals ranging roughly $12,000 to $177,000, and large enterprise contracts exceeding $250,000 to $300,000 or more.

Pricing may change. Always check the latest details on the vendor's website.

Bottom line: 6sense leads the category for enterprises with the resources to maximise it. The AI and analytics are hard to match. Cost and complexity make it a poor fit for smaller teams.

#2 Demandbase: Enterprise ABM Suite with Person-Based Advertising

Best for: Enterprise B2B with mature account-based marketing programmes.

Demandbase provides a comprehensive ABM platform with strong person-based advertising. It emphasises account intelligence, website personalisation, and sales insights alongside its advertising features.

Key features:

Account identification that de-anonymises website visitors and flags accounts showing interest. Person-based advertising to specific individuals within accounts across display, social, and video. Website personalisation that adapts content to the visiting account and individual. Sales intelligence that gives reps account insights, engagement data, and recommended actions.

Strengths: A comprehensive ABM platform that reaches well beyond advertising. Strong account identification. Website personalisation. A solid set of integrations. An established market position.

Considerations: Complex implementation and a real learning curve. Deep internal expertise required. A higher price point than mid-market alternatives. Some features sit behind additional modules. Best used with a dedicated ABM team.

Ideal customer: Enterprise B2B with mature ABM programmes, a need for website personalisation, large marketing and sales teams, and multi-product or complex solutions.

Pricing: Custom, quote-based, and not publicly disclosed. Vendr-reported median contracts sit around $68,000, with observed deals ranging roughly $24,000 to $165,000, and large enterprise contracts exceeding $250,000 or more.

Pricing may change. Always check the latest details on the vendor's website.

Bottom line: Demandbase suits enterprises that want an all-in-one ABM platform with strong person-based advertising. The breadth delivers value, and it comes with complexity and cost.

#3 Hey Sid: Managed Person-Based Marketing Service

Best for: B2B companies that want person-level execution and measurable pipeline without building an ABM team in-house.

Hey Sid is not a traditional platform, and it is not a traditional agency. It is a managed person-based marketing service built for B2B growth. Instead of handing you software to run, Hey Sid combines the technology, the strategy, and the execution, then targets named decision-makers at your priority accounts.

The core of the service is The Influence Loop: three functions coordinated against the same individuals over 60 to 90 days.

What sets it apart:

• Always On. Person-level advertising that reaches named decision-makers at target accounts across LinkedIn, Meta, Google, and premium programmatic networks. Match rates of 70% to 85% across combined channels (Hey Sid internal data).

• Precision Connect. Automated LinkedIn outreach to the same named contacts you are advertising to, so paid and outbound reinforce each other rather than run in silos.

• Authority Builder. Done-for-you thought leadership that amplifies your team's LinkedIn presence to the same target audience, building familiarity alongside the ads.

• Two-way HubSpot sync. Advertising engagement flows into your CRM so sales has context before reaching out, and companies added to the pipeline flow back into the advertising audience automatically.

• Revenue reporting. With HubSpot connected, the service reports on influenced pipeline, influenced revenue, pipeline multiplier, and return on ad spend, not just impressions.

Why it works: The Influence Loop is designed to create compounding familiarity. By the time Precision Connect sends a message, the prospect has already seen the ads and read the thought leadership, so the outreach lands as a natural next step rather than a cold interruption.

Client-reported results:

• 85% reduced ad spend. Hey Sid reports that Mercuri International saw 85% lower ad spend and attributed one of its biggest deals in a decade to the programme (client-reported, not independently audited).

• 45+ qualified meetings in 4 months. Devotion Ventures (client-reported).

• 2.5x shorter sales cycles and 40% higher engagement. Risk Ident, GDPR compliant (client-reported).

Hey Sid works with 100+ B2B companies, including Stock Republic, Mynt, Mercuri International, Realforce, Jobylon, and others.

Strengths: Person-level targeting, not account-level IP matching. Expert execution from day one, with no ABM hire required. A coordinated multi-channel loop rather than a single tactic. Built for complex B2B sales cycles. European-born and GDPR-compliant by architecture.

Limitations: It is a managed service with onboarding and a dedicated contact, not a self-serve tool you log into and run alone. It does not do cold email. It is a fit for teams that want execution handled, not for teams that want to run every campaign themselves.

Best for: Lean B2B marketing and revenue teams that want person-level advertising, outreach, and content run as one system, with pipeline reporting they can show a CFO.

Pricing: Custom managed-service pricing based on scope and media spend. A managed-service model that bundles technology, strategy, creative, and media.

Pricing may change. Always check the latest details on the vendor's website.

Explore the Influence Loop: heysid.com/how-it-works

Bottom line: For teams without a dedicated performance-marketing or ABM function, Hey Sid delivers person-level execution and revenue reporting without the setup time and internal expertise a self-serve platform demands. It sits below 6sense and Demandbase on raw platform breadth, and above them on speed to value for lean teams.

#4 DemandScience (formerly Terminus): Multi-Channel ABM

Best for: Mid-market B2B teams scaling account-based programmes.

Terminus is no longer sold as a standalone product. In November 2024 it merged into DemandScience, and the combined company now operates under the DemandScience brand, with terminus.com redirecting to DemandScience. Evaluate this offering as DemandScience's ABM platform in 2026, and confirm product continuity, feature availability, and roadmap directly with DemandScience before committing.

Key features (as offered under Terminus, now DemandScience):

Display advertising with contact and account-level targeting across programmatic networks. LinkedIn advertising through Campaign Manager integration. Dynamic email signature banners. Account-based chat routing and personalisation.

Strengths: An intuitive interface. Relatively quick implementation. Accessible pricing for mid-market historically. Solid reporting dashboards.

Considerations: Less sophisticated than enterprise platforms. Limited advanced personalisation. A smaller data network than the category leaders. Post-merger, confirm product continuity and support directly with DemandScience.

Ideal customer: Mid-market B2B with growing ABM programmes, some marketing ops capability, and a need for a user-friendly interface.

Pricing: Historically tiered subscription pricing reported from roughly $25,000 per year. Post-merger pricing is not clearly published, so request a current quote.

Pricing may change. Always check the latest details on the vendor's website.

Bottom line: Terminus was a solid middle-ground option, more accessible than enterprise platforms and more capable than basic tools. Since the DemandScience merger, treat its current status and roadmap as something to verify before you buy.

#5 RollWorks (AdRoll ABM): ABM for Fast-Growing Companies

Best for: B2B SaaS companies and fast-growing businesses.

RollWorks is the ABM product from AdRoll, now marketed under the AdRoll brand (the platform was previously positioned under parent company NextRoll). It provides account-based advertising with an emphasis on ease of use and integration with existing marketing stacks.

Key features:

Display and social advertising to target accounts and contacts. Website visitor identification and account tracking. Direct CRM integration with Salesforce, HubSpot, and marketing automation platforms. Account engagement dashboards and attribution reporting.

Strengths: Quick setup and deployment. A user-friendly interface. Accessible pricing. A good option for ABM beginners. Responsive customer success.

Considerations: Limited enterprise features. A smaller advertising network. Basic personalisation. Less sophisticated targeting options. Fewer data enrichment sources.

Ideal customer: Growing B2B companies with early-stage ABM programmes, limited marketing ops resources, and quick time-to-value priorities.

Pricing: Tiered and not always publicly disclosed. Third-party sources report entry pricing around $10,000 to $12,000 per year, with typical mid-market deployments at $20,000 to $50,000 per year once media is included.

Pricing may change. Always check the latest details on the vendor's website.

Bottom line: RollWorks suits fast-growing companies taking their first steps into person-based marketing without a large budget or complex requirements.

#6 Influ2: Contact-Level Advertising and Measurement

Best for: B2B teams that want to target and measure individual contacts, not just accounts.

Influ2 is a contact-level advertising platform. You upload a target contact list, Influ2 tracks when those people show intent through content, search, social, and ad-engagement signals, and it delivers ads to those named individuals across LinkedIn, Facebook, Instagram, Bing, and Amazon using platform-native identity matching rather than cookies or IP ranges. Every impression and click ties back to the contact who saw it.

Key features:

Contact-level ad delivery to named individuals across several networks. Contact-level intent signals across content, search, social, and ad engagement, so you see which specific person is researching. Contact-level attribution that connects every impression and click to a named CRM contact, then to pipeline and revenue. CRM and MAP integrations with Salesforce, HubSpot, and Marketo.

Strengths: Named-contact targeting and measurement across multiple channels from one platform. Cookieless matching, so targeting holds up as privacy rules tighten. Contact-level attribution tied to pipeline. Individual-level intent signals. A strong fit for aligning sales and marketing around the same named contacts.

Considerations: A narrower functional scope than all-in-one ABM suites. It requires a defined target contact list to start. Match rates depend on contact quality and overlap with each channel's user base. It is not a replacement for LinkedIn if you rely on InMail or native Lead Gen Forms.

Ideal customer: B2B teams running ABM or demand-gen programmes with defined target contact lists, who want to measure ad engagement at the individual level and move budget off cookie-dependent retargeting.

Pricing: Custom, based on contact list size.

Pricing may change. Always check the latest details on the vendor's website.

Bottom line: If person-based marketing means targeting named individuals and measuring what each of them did, Influ2 is built natively for that. Its contact-level intent layer separates it from account-level ABM suites and from native ad managers that do not tie engagement back to specific people.

#7 LinkedIn Campaign Manager: Direct LinkedIn Advertising

Best for: Companies focused mainly on LinkedIn with in-house expertise.

LinkedIn's native advertising platform gives you the most direct access to LinkedIn's professional audience, with contact-level targeting through Matched Audiences. This is a native ad channel, not a dedicated person-based or ABM platform, so treat it as an execution option rather than a feature-parity competitor to the platforms above.

Key features:

Matched Audiences for uploading contact lists for person-based targeting. Company and industry targeting. Native Lead Gen Forms. Conversation Ads for direct messaging to target individuals.

Strengths: A high-intent professional audience, strong for reaching executives and senior decision-makers. No platform fees or middleman. Complete control and flexibility. Comprehensive targeting options.

Considerations: LinkedIn only, so you need other platforms for multi-channel. Higher cost per click than other channels. Deep in-house expertise required. Manual campaign management. No included creative or strategy.

Ideal customer: Companies with in-house performance-marketing teams, a strong LinkedIn focus, and the capability to manage campaigns internally.

Pricing: Self-service with no platform fees. You pay only for ad delivery, on a CPC, CPM, or cost-per-send basis.

Pricing may change. Always check the latest details on the vendor's website.

Bottom line: LinkedIn Campaign Manager makes sense for teams with internal expertise who want direct control and are comfortable managing campaigns themselves.

#8 Google Ads Customer Match: Reach Beyond LinkedIn

Best for: Companies balancing LinkedIn with broader digital reach.

Google's Customer Match allows contact-level targeting across Google Search, the Display Network, YouTube, and Gmail. Like LinkedIn Campaign Manager, this is a native ad channel rather than a dedicated ABM platform, best used to extend reach alongside a person-based platform rather than to replace one.

Key features:

Customer Match for uploading email lists for person-based targeting. Similar audiences to expand reach. Multi-platform reach across Google's Search, Display, YouTube, and Gmail properties. Audience insights on matched-audience behaviour.

Strengths: Broad reach across Google properties. Lower CPCs than LinkedIn. Strong for awareness and consideration. Effective retargeting. Detailed performance analytics.

Considerations: Less business context than LinkedIn. Match rates vary widely. Minimum audience sizes apply. Technical setup expertise required. No B2B-specific features.

Ideal customer: Companies with existing Google Ads expertise, a need for broad reach beyond LinkedIn, strong brand recognition, and the capability to manage Google Ads.

Pricing: Self-service with no platform fees. You pay only for ad delivery at auction-based prices.

Pricing may change. Always check the latest details on the vendor's website.

Bottom line: Google Customer Match complements LinkedIn well, providing broader reach at lower cost for teams with internal Google Ads capability.

Feature Comparison Matrix

Pricing may change. Always check the latest details on the vendor's website. Match-rate figures are vendor-reported or category-typical and vary by data quality. For DemandScience (ex-Terminus), validate current match rates, pricing, and time-to-value directly with the vendor following the November 2024 merger. LinkedIn and Google are native ad channels, not dedicated ABM platforms.

Making Your Decision: Key Questions to Ask

Use these questions to guide platform selection. No single platform wins for every team.

1. What is our internal capability level?

Limited team or expertise points to a managed service such as Hey Sid, where execution is handled for you. Moderate resources open up Hey Sid or a mid-market platform such as RollWorks or Influ2. Sophisticated in-house teams can run 6sense, Demandbase, or LinkedIn and Google directly.

2. What is our budget reality?

Under $30K per year points to RollWorks, Influ2, or LinkedIn and Google self-service. From $30K to $100K per year opens up Influ2, RollWorks, and a managed service. Above $100K per year makes 6sense and Demandbase realistic for enterprise programmes.

3. How important is hands-on support?

Critical support needs point to a fully managed service. Some support is available with Demandbase, 6sense, and Influ2. Teams that want no outside help run LinkedIn, Google, or RollWorks themselves.

4. Single channel or multi-channel?

A LinkedIn-only focus points to LinkedIn Campaign Manager. Multi-channel needs point to 6sense, Demandbase, Influ2, or a managed service that coordinates channels for you.

5. Account-level or contact-level targeting?

If you need to reach and measure named individuals, prioritise Influ2 or a managed person-level service. If account-level intent and orchestration matter more, 6sense and Demandbase lead. Read contact-level advertising: how to target individual decision-makers for the distinction.

6. How quickly do we need results?

Fast timelines (2 to 6 weeks) favour RollWorks, Influ2, LinkedIn, Google, or a managed service. Moderate timelines (2 to 4 months) suit Demandbase. Enterprise deployments such as 6sense commonly take 3 to 6 months.

Common Platform Selection Mistakes

Avoid these pitfalls.

• Choosing on price alone. The cheapest platform you cannot run effectively delivers zero ROI. Factor in the internal resources each option requires.

• Overestimating internal capability. Be honest about your team's bandwidth. Self-service platforms demand real time.

• Ignoring integration requirements. Confirm the platform connects to your CRM, marketing automation, and analytics stack before you sign.

• Focusing on features over outcomes. Choose on the business outcomes you need, not a feature checklist.

• Skipping references and demos. Talk to current customers in similar situations, and see the platform in action first.

Conclusion: Choosing Your Person-Based Marketing Platform

There is no one-size-fits-all winner. The right choice depends on your team, budget, and how much of the work you want to own.

For enterprises with sophisticated teams and large budgets, 6sense and Demandbase lead on AI, intent data, and platform breadth. For mid-market and fast-growing teams that want to run programmes themselves, Influ2 and RollWorks offer accessible, capable options, with Influ2 the strongest fit when contact-level targeting and measurement are the priority. For lean teams that want person-level execution and revenue reporting without hiring an ABM function, Hey Sid delivers a managed alternative. For teams with strong in-house expertise, LinkedIn Campaign Manager and Google Customer Match give direct control at the lowest platform cost.

Whatever you choose, technology is only an enabler. Person-based marketing success still comes from a clear ICP, high-quality enriched contact data, personalised messaging, tight sales-marketing alignment, and a relentless focus on pipeline and revenue. For the strategy behind the tools, read contact-level marketing: transform your ABM strategy and, if you are weighing Influ2 specifically, the best Influ2 alternatives for person-based advertising.

Book a demo: heysid.com/demo

FAQ

What is a person-based marketing platform?

A person-based marketing platform targets and measures named individual decision-makers rather than whole companies or anonymous IP ranges. It matches your contact list to ad networks, delivers ads to those specific people, and ties engagement back to each contact. This is the difference between account-based marketing, which targets companies, and person-based marketing, which targets the buying committee members inside them.

How much do person-based marketing platforms cost in 2026?

Costs vary widely by model. Enterprise platforms such as 6sense and Demandbase use custom, quote-based pricing. Vendr-reported median contracts sit around $63,000 (6sense) and $68,000 (Demandbase), with observed deals from roughly $12,000 to $177,000 and large enterprise contracts exceeding $250,000 to $300,000. Mid-market tools such as RollWorks report entry pricing from roughly $10,000 to $12,000 per year, with typical deployments of $20,000 to $50,000 once media is included. Managed services price on scope and media spend. Native ad channels such as LinkedIn and Google charge only for media. Most enterprise vendors do not publish pricing, so request a quote.

Should we use a self-service platform or a managed service?

It depends on your team. Self-service platforms give control and lower software cost, but they need internal expertise, creative, and time to run well. A managed service costs more but removes the need to hire and train an ABM team, and it delivers execution from the start. Assess your bandwidth honestly before deciding.

What match rate should we expect?

Strong platforms report 70% to 90% match rates across combined channels, though results depend on contact-data quality and how much your list overlaps with each channel's user base. LinkedIn and native ad managers can match well for their own audiences. Cross-channel programmes tend to report a blended rate in the 70% to 85% range.

Are person-based marketing platforms GDPR compliant?

Compliance depends on the vendor and on how you source and process contact data. Some platforms, including Hey Sid, describe themselves as GDPR-compliant by architecture. Confirm each vendor's published data-processing terms and your own consent basis before running campaigns in the EU or UK.

How long until we see results?

Timelines range from 1 to 2 weeks for self-service ad channels to 3 to 6 months for enterprise platform deployments. Managed services and mid-market tools commonly reach live campaigns in 4 to 6 weeks. Pipeline impact takes longer and tracks your sales cycle, which for mid-market B2B is typically 3 to 12 months.

Sources

• 6sense, "Revenue AI Platform"

• Demandbase, "ABM Platform"

• DemandScience and Terminus Merge, Creating a Global Leader in B2B Revenue Marketing

• AdRoll, "RollWorks ABM platform"

• Vendr, "6sense and Demandbase marketplace pricing data"

• Influ2, "Contact-level advertising"

• LinkedIn, "Matched Audiences"

• Google, "Customer Match"

• Hey Sid, "How It Works"

• Hey Sid, "Case Studies"

Related: Person-Based Marketing: The Complete B2B Guide | Contact-Level Advertising | Best Influ2 Alternatives