RollWorks

Account-Based Execution, Made Easy.

ABM & Intent Platforms
★★★★☆ 4.3
2018 Founded
501-1000 Employees
hundreds+ Customers
San Francisco, California, United States Headquarters
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Quick Facts

Website
rollworks.com →
Starting Price
unknown
Pricing Model
custom
Company Type
private
Social
LinkedIn Twitter/X

About 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.

Key Features

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.

Pros & Cons

👍 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.

User Reviews

G2
4.3
★★★★☆
Capterra
4.5
★★★★★
TrustRadius
8.0
★★★★★

Integrations

Salesforce HubSpot Marketo Pardot Oracle Eloqua LinkedIn Marketing Solutions Facebook & Instagram Google Analytics Adobe Analytics Microsoft Dynamics 365 Customer Insights G2 Bombora Drift Outreach Salesloft Intellimize Uberflip Hushly Folloze Sendoso Alyce Postal.io PFL Opensense Crossbeam NetLine INTENTIVE Traction Complete LeanData 6sense Demandbase Snowflake Tableau Google Tag Manager LinkedIn Sales Navigator

Best For

Company Size

smb mid-market enterprise

Industries

SaaS Technology Business Services Financial Services Telecommunications

Use Cases

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

FAQ

What is RollWorks?

+

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.

How much does RollWorks cost?

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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.

What are the main features of RollWorks?

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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.

Who are RollWorks's main competitors?

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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.

Is RollWorks good for small businesses?

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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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