ABM pricing
How much does account-based marketing cost?
Account-based marketing costs depend on the accounts you prioritise, the depth of personalisation, the channels you use and the work your team can contribute. Separate delivery fees from media spend and software costs. D&G agrees the engagement scope and fees before commitment; the free account-fit review assesses fit and readiness.
- Account tiers and personalisation affect the work required.
- Delivery fees, advertising spend and software are separate budget items.
- Experts, approvals and sales follow-up need allocated time.
- The free review covers up to three priority accounts and a one-page recap.
What drives ABM cost?
The cost drivers are account coverage, buying-role research, content production, channel activity and the level of personalisation. Decide what you need to deliver before comparing budgets.
A tailored programme for one strategic account needs a different workload from a shared campaign for a group with the same buying problem. More channels also create coordination and follow-up work; they should each have a role in the account plan.
Include the time your experts, approver and sales owner can contribute. Outsourcing production does not remove the need for approved subject matter or someone to handle the sales conversation.
What belongs in an ABM budget?
Separate agency delivery, paid media, software and internal time. A delivery quote should make clear which items are included and which need their own budget.
| Budget item | What it covers | What to agree |
|---|---|---|
| Delivery fees | Account planning, content, coordination and outreach | Deliverables, volumes, ownership and reporting |
| Media spend | Paid distribution to agreed audiences | Advertiser permissions, limits and channel allocation |
| Tools and data | CRM, enrichment and any additional systems | Existing access, licences and approved data use |
| Internal time | Experts, approvals and sales follow-up | People, capacity and turnaround expectations |
When is ABM the wrong spend?
ABM is difficult to justify when the enterprise offer, account economics, target-account pool or sales follow-up are unresolved. Address those dependencies before paying for coordinated delivery.
Low-value transactions, a product still searching for fit or an unavailable sales owner can make targeted delivery a poor use of resources. The review can identify readiness gaps or conclude there is no fit.
A narrower service can be considered only where its required inputs and funded scope are confirmed. It should not be presented as an integrated programme without the necessary dependencies.
How does D&G price an engagement?
D&G agrees fees and delivery scope for the engagement before commitment. Media spend and delivery fees are distinct, and account limits, asset volumes and tool budgets are defined together.
Start by sharing your enterprise offer, ANZ objective and account priorities. The free 30-minute review covers up to three priority accounts and a one-page recap. It assesses fit and readiness; deeper diagnosis is separately paid and scoped where needed.
Compare proposals on scope, exclusions, sales responsibilities and the evidence used to assess progress. A price without those details is not a like-for-like comparison.
Frequently asked questions
How much does ABM typically cost?
There is no single price that describes every ABM programme. Account tiers, buying-role research, content, channel activity and sales follow-up all affect the work required. Separate delivery fees from media and software when comparing proposals. D&G agrees fees and scope for each engagement before commitment rather than publishing an unapproved range or a generic return forecast.
Is advertising spend included in agency fees?
Media spend and delivery fees are distinct in D&G's programme. The engagement should specify the approved advertising budget, how it is allocated and which delivery tasks are included. Tool licences, data access and internal team time also need to be accounted for. Confirm these boundaries before comparing the total budget with another proposal.
Is the account-fit review free?
The account-fit review is a free 30-minute call covering up to three priority accounts, with a one-page recap and recommended next step. It assesses fit and readiness. It does not include full buying-committee research, campaign strategy, a CRM audit or campaign assets. Deeper diagnosis is separately paid and scoped where it is needed.
Does a larger ABM budget guarantee results?
No blanket meeting, engagement, cost-per-lead or revenue guarantee is part of D&G's programme. Agree the baseline, qualification criteria, delivery scope and review milestones before launch. Reporting separates bookings from held, qualified meetings and sales acceptance. Investment needs to be assessed against account engagement, meeting quality and delivery economics rather than spend alone.
Start with your priority accounts
A free 30-minute conversation, up to three priority accounts and a one-page recap.