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.
Independently researched by the SalesHive team. Ratings are from public review platforms; this page is not sponsored by or affiliated with RollWorks. Research last updated December 2025.
What is RollWorks?
RollWorks, a division of NextRoll, provides an account-based platform designed to help B2B marketing and sales teams confidently grow revenue. Powered by proprietary data, advanced AI, and a native demand-side platform (DSP), it helps organizations identify best-fit accounts, uncover intent signals, and orchestrate coordinated advertising and sales plays across the buyer journey. RollWorks is purpose-built for account-based execution, combining account identification, intent data, advertising, and measurement in a single, integrated platform.
Launched as a separate business unit within NextRoll in the late 2010s and formally founded in 2018, RollWorks was created to bring the company’s deep advertising and data science expertise to B2B marketers. Since then it has introduced capabilities such as Keyword Intent, Fit Scoring, Journey Stages, Sales Insights, Workflows, and a broad ecosystem of integrations with leading CRM, marketing automation, sales engagement, and personalization tools. Forrester’s ABM platform evaluation has recognized RollWorks as a strong performer, calling it a feature-rich solution for organizations that don’t want to pay a premium for ABM capabilities. G2 has repeatedly named RollWorks a Leader and included it in its Best Software Awards lists for Marketing and Digital Advertising Products.
In 2024 and 2025, RollWorks continued to expand its footprint with deeper LinkedIn audience syncing, more advanced workflow automation, and additional intent and data partnerships. It has been recognized as a Market Leader in Lead Generation Automation by Research in Action and as “Best Account-Based Marketing Solution” by the MarTech Breakthrough Awards, underscoring its momentum in both ABM and advertising. Customer stories from brands like Snowflake, Dialpad, and Broadvoice highlight measurable lifts in opportunity creation, revenue, and funnel velocity.
In August 2025, NextRoll unified its portfolio under the AdRoll brand, positioning RollWorks as AdRoll ABM while maintaining the same underlying product, roadmap, and customer teams. Under this unified brand, AdRoll ABM (formerly RollWorks) remains focused on B2B account-based programs, while benefitting from shared AI, data, and a connected multi-channel advertising platform. This gives B2B teams a mid-market-friendly yet enterprise-capable alternative to heavier ABM suites, particularly for organizations that want strong advertising and intent capabilities without a complex, high-cost deployment.
RollWorks key features
Teams typically use it for account-Based Advertising, account-Based Marketing Programs, intent-Based Targeting and Account Prioritization, and more.
- Website visitor identification and account discovery. deanonymizes site traffic and maps visits to accounts and contacts to reveal in-market buyers.
- Keyword Intent and intent data. surfaces accounts researching relevant topics using RollWorks Keyword Intent plus third-party providers like Bombora and G2.
- Fit scoring and predictive account ranking. combines firmographic, technographic, and CRM signals to prioritize accounts that best match your ICP.
- Journey Stages and Journey Events. tracks where accounts are in the funnel and how they progress based on advertising, website, and sales engagement.
- Native account-based advertising DSP. runs highly targeted display and retargeting campaigns across the open web with B2B-focused bidding algorithms.
- Dynamic account and contact audiences. builds always-on audiences that update automatically based on fit, intent, engagement, and CRM/MAP data.
- Multichannel activation. orchestrates ads across web, LinkedIn, Facebook/Instagram and connects into channels like direct mail, chat, and email signatures.
- Workflows and orchestration. automates actions such as pushing hot contacts and spiking accounts into Salesforce, HubSpot, Marketo, Outreach, and Salesloft.
- Sales Insights and account spike alerts. notifies reps when their accounts show surging engagement and exposes account-level activity inside CRM.
- ABM and advertising analytics. measures reach, engagement, opportunities, and revenue impact with journey-stage and account-based reporting.
- Site personalization and chat integrations. uses partners like Intellimize, Uberflip, Hushly, and Drift to tailor website and conversational experiences by account.
- Site Traffic Revealer and visitor analytics. enriches analytics tools like Google Analytics and Adobe Analytics with account-level web traffic data.
- HubSpot-certified and Salesforce-native integrations. bi-directional sync of account lists, audiences, and performance data for closed-loop reporting.
- In-Market Account Finder. leverages RollWorks' data set to recommend net-new accounts that resemble your best customers and show early buying signals.
- ABM readiness programs and best-practice playbooks. provides structured guidance (e.g., Accelerate program and playbooks) to help teams ramp ABM quickly.
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.
- Integrations, particularly with Salesforce and some advanced LinkedIn options, can 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.
RollWorks pricing
Published pricing at the time of research. Always confirm current rates with the vendor.
- Core account-based platform access for smaller teams
- Account and website visitor identification with basic fit and intent scoring
- Foundational reporting and standard CRM/marketing automation integrations
- All Starter features
- Expanded account and contact volumes and more granular targeting options
- Additional reporting and optimization features for growing ABM programs
- All Standard features
- Advanced intent and engagement scoring with deeper segmentation
- More sophisticated journey-stage measurement and orchestration workflows
- All Professional features
- Highest account and impression scale with premium support and services
- Maximum flexibility for complex, multi-region, multi-product ABM programs
Not applicable; RollWorks does not publicly advertise a free software plan, though self-service retargeting charges only for media spend.
Who RollWorks is for
A strong fit for
B2B organizations with a defined ideal customer profile, active digital advertising spend, and a modern CRM/marketing automation stack (e.g., Salesforce, HubSpot, Marketo) that want to run programmatic account-based advertising, prioritize in-market accounts using intent data, and measure revenue impact from top-of-funnel engagement through closed-won deals.
Probably not for
Very small teams without budget for digital advertising, B2C-only ecommerce brands focused solely on transactional remarketing, or organizations lacking a clear ICP or CRM data foundation who are not ready to run targeted account-based campaigns.
How RollWorks compares
Within the ABM and intent data landscape, RollWorks (AdRoll ABM) positions itself as a highly capable yet approachable platform that leans into its advertising and data heritage. Compared to premium offerings like 6sense and Demandbase, it typically comes across as easier to implement and operate, with a particular strength in account-based display and retargeting as well as bi-directional CRM and marketing automation integrations. Independent reports and user review platforms frequently highlight its ease of use, time to value, and ROI, making it attractive for teams that need to scale ABM quickly without assembling a large operations function.
However, RollWorks is somewhat less expansive than the most feature-dense competitors when it comes to advanced analytics, multi-object revenue orchestration, or native attribution modeling, and some users feel constrained by reporting flexibility and contract structure. Organizations that require extremely granular attribution, advanced predictive revenue analytics, or very large-scale, multi-product global programs may still evaluate platforms like 6sense or Demandbase. For many SMB and mid-market companies, and even for enterprise teams prioritizing advertising-driven ABM, RollWorks offers a strong balance of capability, usability, and cost, particularly when its rich ecosystem of partners (HubSpot, Salesforce, LinkedIn, Bombora, G2, Outreach, Salesloft, Sendoso, and others) is fully leveraged.
Tool research is the easy part. Someone still has to build the lists, write the copy, make the calls, and book the meetings.
Frequently asked about RollWorks
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