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Free tool · ABM planning
ABM Budget Calculator
Build the budget bottom-up: how many accounts and people you need to reach, how often, through which channels, plus the fixed costs of running the program.
- Free, no sign-up
- Runs in your browser
- Checked 19 October 2026
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How it works
How to use the ABM Budget Calculator
- Enter accounts, people per account and the monthly frequency you want.
- Split media between LinkedIn and programmatic and enter your CPMs.
- Add fixed costs and read the monthly total, cost per account and program total.
| What | How it's worked out |
|---|---|
| Impressions a month | Accounts × people × frequency |
| Media | LinkedIn impressions × LinkedIn CPM + programmatic impressions × programmatic CPM, ÷ 1,000 |
| Fixed costs | Tools + content + mail sends × cost per send |
| Per account | Monthly total ÷ accounts |
From our media team
How to use the result
- Start from accounts, not last year's budget. The number of buying-committee members you must reach sets the floor.
- Replace the example CPMs. Use your own Campaign Manager and DSP averages for the same audience.
- Watch the tooling share. If media is under half the total, check the data you pay for actually changes who you target.
Read next
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- How to build a B2B media plan: accounts, reach, budget and KPIsA one-page B2B media plan that a CFO and a media buyer can both read: target accounts, people per account, reach and frequency, channel roles, budget per line,…
Questions
Straight answers.
How much does an ABM program cost?
It depends mostly on the number of accounts, people per account and frequency. A few hundred accounts across LinkedIn and programmatic can run from a few thousand dollars a month; 1:1 programs cost far more per account.
What is a typical LinkedIn CPM?
It varies by audience, format and bidding. Use the average from your own Campaign Manager; published benchmarks differ widely.
Should direct mail be in an ABM budget?
Only for top-tier accounts where a physical touch fits the deal size. It's often the most expensive line per account.
How long should an ABM program run?
At least two to three quarters, because B2B sales cycles are long and early results show in engagement before pipeline.
More free tools
Related tools
Sources: LinkedIn Marketing API: Matched Audiences list uploads (Microsoft Learn); ClickMinded: LinkedIn Ads benchmarks.
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