Free tool

ABM budget calculator

Before you commit a quarter to a named-account programme, work out what it costs to reach the list you have chosen at the frequency you actually need. Most programmes are under-funded for their list size, and the maths takes about a minute.

Start a 30-day trial Book a walkthrough

Target accounts Companies on the list you intend to reach.

Buying-committee members per account People you need in the audience at each company. Six to eleven is typical for a considered B2B purchase.

Impressions per person, per month Below about four a month, most programmes fail to build recognition. Above about twelve, you are usually paying for fatigue.

Expected CPM (your currency) Tight seniority filters on a small named list run expensive. £45–£90 is a common range; check your own account.

Audience match rate Share of your list the platform can actually match. Rarely 100%. Check your upload report rather than guessing.

Programme length (months)

Monthly budget required

—

Accounts actually reachable—

People in the addressable audience—

Impressions needed per month—

Cost per account reached / month—

Total for the programme—

This sizes reach, not outcomes. It answers “can I afford to be seen by this list at this frequency”, which is the question most programmes get wrong before creative is ever discussed. It assumes even delivery; in practice the auction concentrates impressions unless you cap frequency and split tiers into separate campaigns.

Reading the result

Three ways the number comes back wrong

The budget is far above what you have

The correct response is almost always to cut the list, not the frequency. Reaching 150 accounts properly beats reaching 400 accounts occasionally, and the second option produces a report that looks fine and a pipeline that does not.

The budget looks suspiciously low

Check the match rate. A programme sized on a 95% assumed match that runs at 62% will spend its money on a fifth of the list and report an average that hides it.

It looks affordable but nothing moves

Reach is necessary and not sufficient. If coverage is good and stage movement is not, the problem is creative or offer — which is a much better problem to have, because you can now see it.

A note on the frequency input: the number that matters is impressions per person, not per account. An account with eleven people on the committee needs roughly eleven times the delivery of a one-person account to hit the same individual frequency, which is why enterprise tiers quietly starve when they share a campaign with mid-market.

Once you know the budget, find out where it actually landed.

Kairo shows delivery by account, so the plan and the reality can be compared.

Start a 30-day trial Book a walkthrough