RollWorks

RollWorks, now rebranded as AdRoll ABM, is an account-based marketing and advertising platform built by NextRoll. It helps B2B companies identify, prioritize, and engage high-value accounts through a combination of intent data, a native B2B demand-side platform (DSP), and orchestration capabilities. The platform is designed to align sales and marketing teams around in-market accounts and measure the full impact of ABM programs on pipeline and revenue.

What sets RollWorks apart is its focus on making account-based execution accessible without sacrificing power. The interface is intuitive, allowing lean teams to build audiences, launch multi-channel ad campaigns, and track performance quickly. Its proprietary AI, built on a foundation of 2.6 billion digital identities and 92 million contacts, surfaces buying signals and recommends next-best actions. Features like Keyword Intent, fit and engagement scoring, Journey Stages, and Sales Insights with account spike alerts give teams a clear view of which accounts are ready to engage.

Pricing is custom and quote-based, depending on account volumes, impression volumes, feature bundles, and services. Historically, RollWorks offered tiered packages (Starter, Standard, Professional, Ultimate) and a self-service retargeting option. While not the cheapest point solution, it is generally viewed as cost-effective compared to enterprise ABM suites like 6sense or Demandbase, especially for SMB and mid-market organizations. The platform also integrates deeply with Salesforce, HubSpot, Marketo, and other tools, enabling closed-loop reporting and automated workflows.

RollWorks 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. It is particularly well-suited for companies that are new to ABM or have lean teams, as the time to value is relatively short. However, organizations with complex reporting needs or those requiring deep customization may find the analytics limiting. The contract structure, which bundles platform fees with ad spend, can also be confusing for smaller programs.

Overall, RollWorks (AdRoll ABM) is a solid choice for teams that prioritize ease of use, fast implementation, and effective account-based advertising. Its strong intent data, high match rates, and AI-driven bidding deliver measurable results, as evidenced by customer case studies showing increased opportunity rates and shorter sales cycles. While it has some limitations in reporting and integration stability, the responsive customer success team and broad feature set make it a reliable option for driving ABM success.