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RollWorks, now branded as AdRoll ABM, is an account-based marketing and advertising platform that helps B2B companies identify, target, and engage high-value accounts across channels while aligning sales and marketing on revenue.
Pricing
Custom pricing
Best for
RollWorks (now AdRoll ABM) is best for B2B marketing and sales teams that want a user-friendly, advertising-centric ABM platform with strong intent data and a rich partner ecosystem, especially in the SMB and mid-market segments.
Platforms
Web
Free plan
No
Headquarters
San Francisco, California, United States
Company type
Private
The honest take
What reviewers love, and what to watch
A balanced view of RollWorks, drawn from public reviews and product research.
Pros
- Intuitive, easy-to-use interface and workflows that make building audiences and launching ABM and retargeting campaigns straightforward for lean teams.
- Strong intent and account data that helps surface in-market accounts and website visitors, improving targeting and prioritization for sales and marketing.
- Native B2B DSP with high match rates and broad open-web reach that delivers effective account-based advertising and retargeting performance.
- Deep bi-directional integrations with Salesforce, HubSpot, Marketo, and other tools that support closed-loop reporting and orchestration across the stack.
- Responsive and consultative customer success and support teams that help with strategy, onboarding, and troubleshooting.
- Generally viewed as cost-effective and accessible compared to premium ABM suites, especially for SMB and mid-market organizations.
Cons
- Reporting and analytics customization can be limiting, often requiring exports or support assistance to get deeper cuts of performance data.
- Integrationsu2014particularly with Salesforce and some advanced LinkedIn optionsu2014can be glitchy or require extra care to keep data in sync.
- Contract structure and bundling of platform fees with ad spend can be confusing and may feel expensive or inflexible for smaller or newer ABM programs.
- There is a learning curve to fully leverage advanced features like workflows, journey stages, and multi-touch measurement without a dedicated owner.
Where it fits
What teams use RollWorks for
- Account-Based Advertising
- Account-Based Marketing Programs
- Intent-Based Targeting and Account Prioritization
- Pipeline Acceleration and Opportunity Nurturing
- Customer Expansion and Upsell/Cross-Sell
- Retargeting and Website Personalization
- Sales and Marketing Alignment around Target Accounts
Key strengths
- Highly rated ease of use, fast time to value, and relatively short implementation compared to many enterprise ABM platforms.
- Proven ABM advertising performance with broad web reach, strong match rates, and AI-driven bidding (BidIQ) optimized for B2B outcomes.
- Robust intent, fit, and engagement scoring that helps prioritize target accounts and drive coordinated sales and marketing plays.
- Strong recognition in the market, including repeated G2 Best Software Awards placement and analyst and award validations as a leading ABM solution.
Compare your options
RollWorks alternatives
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6sense Revenue AIDemandbase OneTerminus ABM PlatformZoomInfo MarketingOS
Questions, answered
Frequently asked about RollWorks
The short version is on the surface. Open any question to go deeper.
RollWorks, now branded as AdRoll ABM, is an account-based marketing and advertising platform from NextRoll that helps B2B companies identify, prioritize, and engage high-value accounts. It combines account and intent data, a native B2B DSP, and orchestration features so marketing and sales teams can run targeted campaigns, align on in-market accounts, and measure pipeline and revenue impact from their ABM programs.
RollWorks does not publish list pricing on its website. Historically, it has offered tiered packages (Starter, Standard, Professional, and Ultimate) and a self-service retargeting option where customers pay only for media. Today, pricing is quote-based and depends on factors such as account and impression volumes, feature bundles, and services. Prospects are directed to the RollWorks pricing page to speak with an expert and receive a custom proposal for their ABM program.
Key RollWorks features include website visitor and account identification, Keyword Intent and other intent data, fit and engagement scoring, Journey Stages and Journey Events, a native account-based advertising DSP, dynamic account and contact audiences, workflows for orchestrating actions across CRM and sales tools, Sales Insights and account spike alerts, site personalization and chat integrations via partners, and end-to-end ABM and advertising analytics that tie activity to opportunities and revenue.
RollWorks competes with other account-based marketing and intent platforms such as 6sense Revenue AI, Demandbase One, Terminus, and ZoomInfo MarketingOS, as well as adjacent providers like Madison Logic, Metadata, and combinations of point solutions for advertising, intent data, and orchestration.
Yes, RollWorks is designed to be accessible to SMBs as well as mid-market and enterprise teams. It has been recognized by analysts and review sites as a feature-rich yet relatively affordable ABM option, and its packaging is intended to support companies that are just getting started with account-based marketing. That said, successful use still requires some digital advertising budget, a modern CRM or marketing automation platform, and at least one team member who can own campaign strategy, operations, and reporting.
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