Metadata vs. RollWorks (vs. ZoomInfo): How Do They Compare in 2026?

Choosing between Metadata and RollWorks for B2B marketing often comes down to five questions:

• Are you trying to automate paid ad campaigns, or do you need account-based marketing with buyer intelligence?

• Do you want AI that optimizes bids and budgets across ad channels, or AI that identifies which accounts are likely to buy?

• Is your main bottleneck campaign execution speed, or knowing which accounts to target?

• Does your marketing platform need to connect to your sales team's workflow, or does marketing operate on its own?

• Are you solving for paid media efficiency, or trying to unify data, signals, and execution across your go-to-market process?

In short, here's what we recommend:

Metadata is built for B2B marketing teams that run large paid ad budgets across multiple channels and want AI to handle execution. Its AI agents automate campaign creation, bid optimization, and budget allocation across LinkedIn, Google, Facebook, Instagram, Reddit, and X, while its patented MetaMatch audience engine matches 1.5 billion emails to enable B2B targeting on platforms that weren't built for it.

For lean demand gen teams spending $20,000+ per month on ads, Metadata can save hours of daily manual work and reduce cost per lead. It doesn't provide buyer intent intelligence, sales enablement, or contact data, so you'll need other tools for those.

RollWorks (now AdRoll ABM) takes a different approach: it combines account-based buyer intelligence with multi-channel advertising in one platform. Its InIQ engine draws from 2.6 billion digital identities to score accounts by fit and intent, while its built-in DSP runs display, social, video, CTV, and digital out-of-home campaigns targeted to those accounts. For midmarket B2B teams that want to align marketing and sales around shared account intelligence without assembling a stack of separate tools, RollWorks bundles ABM with advertising.

The trade-offs: it lacks native email sequencing, published pricing is scarce, and its recent rebrand under AdRoll has created market confusion.

Both platforms solve important pieces of the B2B marketing puzzle. Metadata makes your ad spend work harder. RollWorks identifies the right accounts and reaches them across channels. But neither provides the data foundation, the intelligence layer, or the sales-side execution that turns marketing activity into closed revenue. That's where a broader platform changes the equation.

ZoomInfo is an AI GTM platform built on the largest B2B dataset available: 500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails. Its GTM Context Graph (an intelligence layer processing 1.5B+ data points daily) unifies this data with your CRM records, conversation transcripts, and behavioral signals to show not just what happened, but why it happened, and what to do next.

Where Metadata handles campaign execution and RollWorks handles account intelligence, ZoomInfo connects the go-to-market process: sellers work from GTM Workspace, marketers and RevOps build plays in GTM Studio, and any team can power their own tools through the Enterprise API and MCP.

If unifying your go-to-market data and execution sounds like the missing piece, see how ZoomInfo works with a free trial.

Metadata vs. RollWorks vs. ZoomInfo at a Glance

The Core Problem Each Platform Solves

These three platforms occupy different positions in the B2B marketing stack. Understanding those positions matters for choosing the right one.

Metadata solves the campaign execution bottleneck. B2B marketing teams managing paid ads across five or six channels spend most of their time on repetitive tasks: building audiences, launching experiments, adjusting bids, reallocating budgets. Metadata automates all of it.

Source: Metadata

RollWorks solves the account identification and prioritization problem. Most B2B marketing teams struggle to know which accounts are in-market and worth targeting. RollWorks addresses this with InIQ, its proprietary AI engine that scores accounts by ICP fit and buying intent.

Source: Adroll

The platform then activates those insights through its built-in DSP, so the intelligence directly triggers advertising. If your problem is "we don't know which accounts to pursue," RollWorks answers it. For a detailed look at how RollWorks performs in practice, see our RollWorks review.

ZoomInfo solves the fragmentation problem. Most B2B organizations run their go-to-market process across disconnected tools: one for contact data, another for intent signals, another for advertising, another for sales engagement. ZoomInfo unifies the data foundation, the intelligence layer, and the execution tools into one platform.

Its GTM Context Graph doesn't just identify in-market accounts; it captures why deals move or stall by combining CRM records, conversation intelligence, intent signals, and behavioral data. That intelligence flows to sellers through GTM Workspace and to marketers through GTM Studio. If your problem is "our tools don't talk to each other and our teams aren't aligned," ZoomInfo addresses the root cause.

Audience Targeting Takes Three Different Approaches

How each platform finds and reaches the right accounts reveals their design philosophies.

Metadata's MetaMatch is a patented personal-to-corporate identity graph that matches personal and business identities across 1.5 billion emails sourced from over 10 data partners. The primary value: it enables LinkedIn-level B2B targeting on platforms that weren't designed for it.

Source: Metadata

Want to target VP-level decision-makers at companies with 500+ employees in the SaaS vertical on Facebook? MetaMatch makes that possible. Users can build audiences from firmographic, technographic, and intent data, with daily refresh options that keep targeting current.

MetaMatch excels at activating audiences across ad channels. But it doesn't generate its own intent data or buyer intelligence. For that, Metadata integrates with third-party providers like Bombora and G2.

RollWorks' InIQ takes a different approach. Rather than matching identities for ad targeting, it scores and prioritizes accounts.

Source: Adroll

Built on 2.6 billion digital identities and 92 million contacts, InIQ grades every account from A to F based on ICP fit, then layers in intent signals from three sources: proprietary AdRoll Keyword Intent covering 99% of the open web, Bombora Company Surge, and G2 buyer intent.

The result is a Journey Prediction signal that surfaces accounts 5X to 25X more likely to become opportunities.

Source: Adroll

The advantage: intelligence and advertising live in the same platform. The same engine that identifies high-intent accounts can immediately launch ad campaigns against them. The limitation: the contact database (92 million contacts) is smaller than dedicated data platforms, and the identity graph is most mature for North American markets.

ZoomInfo's data foundation operates at a different scale. With 500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails, ZoomInfo provides the largest B2B dataset available, verified through a multi-source pipeline backed by 300+ human researchers and achieving up to 95% accuracy on first-party data.

In a Fortune 500 competitive RFP analyzing 25 million contacts across vendors, the independent consultant concluded that "no other competitor came even close."

Beyond contact data, ZoomInfo's Buyer Intent tracks signals from 210 million IP-to-Organization pairings and 6 trillion+ new keyword-to-device pairings sourced monthly.

Guided Intent, exclusive to ZoomInfo, identifies topics historically correlated with deal success rather than requiring manual topic selection. The audience capabilities extend through GTM Studio, where marketers can describe audiences in natural language and launch multi-channel plays without engineering support.

The structural difference: Metadata gives you precise ad targeting. RollWorks gives you account intelligence that activates ads. ZoomInfo gives you the data layer that both functions depend on, plus the intelligence to understand why accounts are in-market, plus the tools to act on that understanding across marketing and sales.

Redwood Logistics achieved a 99% reduction in CPC and 310% increase in CTR using ZoomInfo's data-driven audience insights. "It's not just the data itself. It's more about the right data at the right time to help us reach out with the right message across that full buyer journey," said Chelsea Kenyon, Senior Director of Digital Strategy. (Redwood Logistics case study)

AI Capabilities Serve Different Purposes

All three platforms use AI, but for different jobs.

Metadata's AI focuses on campaign optimization. The Bid Agent adjusts LinkedIn ad bids around the clock, making 125+ bid changes per day to reduce costs. The platform's budget optimization runs every 48 hours, shifting spend to winning experiments.

The Analyst Agent answers natural language questions about campaign performance. And with the November 2025 launch of MetadataONE, the platform connects to ChatGPT and Claude through an MCP server, enabling campaign management from conversational interfaces.

Source: Metadata

RollWorks' AI focuses on buyer prediction. InIQ processes signals across 2.6 billion digital identities to identify which accounts are approaching a purchase decision. Journey Predictions combines fit, intent, and engagement data into a signal trained on the customer's own CRM opportunity data, not generic benchmarks.

The Account Spike model detects sudden engagement increases, and BidIQ makes over 2.5 trillion predictions per day to optimize ad bidding.

Source: Adroll

RollWorks' AI tells you who to target and helps you reach them, but it stops at the marketing layer. Once an account converts to an opportunity, the intelligence doesn't extend into sales.

ZoomInfo's AI operates across the full go-to-market cycle. The GTM Context Graph combines ZoomInfo's B2B data with a customer's CRM records, conversation transcripts, email threads, and behavioral signals, then extracts the connections between signals and outcomes.

A CRM records that a deal moved to Stage 3. Conversation intelligence transcribes what the VP of Finance said on the last call. Intent data logs a research spike. The GTM Context Graph connects all three to capture why the deal moved, and what should happen next.

This intelligence powers AI agents in GTM Workspace that handle account research, outreach drafting, CRM updates, and signal monitoring for sellers. In GTM Studio, it powers audience creation, play orchestration, and campaign optimization for marketers. The same intelligence is available through APIs and MCP for custom agents and third-party tools.

The difference matters most when an event spans marketing and sales. When Metadata detects a high-performing campaign, it optimizes the budget.

When RollWorks detects a surging account, it alerts sales. When ZoomInfo detects a surging account, it can simultaneously optimize the campaign, alert the right seller, draft contextual outreach based on conversation history, and update the CRM, because the intelligence layer connects the full journey.

Seismic attributed 39% of active pipeline to opportunities identified or influenced by ZoomInfo signals, with the sales team reporting 54% productivity gains. "That combination of our internal CRM data, external signals, and AI that's given all that context has helped us craft very specific account- and persona-based messages," said Toby Carrington, Chief Business Officer. (Seismic case study)

Advertising Capabilities Compared

Advertising is the area where Metadata and RollWorks have the deepest feature sets, but their approaches differ.

Metadata runs campaigns across LinkedIn, Meta (Facebook and Instagram), Google, Reddit, and X from a single interface. Its strength is multivariate experimentation: the platform tests every combination of audience, creative, offer, and channel, then scales winning experiments and pauses underperformers.

Users can launch thousands of campaign experiments to find what resonates with their ICP. Zoom reduced campaign setup from 3.5 weeks to under 10 minutes using Metadata's bulk upload features.

The limitation: Metadata doesn't operate its own DSP. It pushes campaigns through native ad platform APIs, so you're still subject to each platform's targeting constraints and auction dynamics, even though MetaMatch improves targeting precision.

RollWorks operates a first-party DSP built on 16+ years of advertising data from NextRoll. The platform buys media directly through publisher relationships and SSPs including AdX, Index, Magnite, Microsoft, Outbrain, OpenX, Taboola, PubMatic, and Triplelift.

The channel coverage is broader than Metadata's: display, native, video, mobile, social (TikTok, Facebook, Instagram, Pinterest), connected TV across 100+ streaming networks, and digital out-of-home across 1.7 million screens.

RollWorks also includes creative services: free custom display ads every 90 days and CTV creative production for qualifying customers. Dynamic ads pull from product feeds for personalization and earn 2X more clicks than static alternatives.

ZoomInfo Marketing includes a native DSP that deploys display ads based on 300+ company attributes across major networks, with audiences that auto-update based on signals. ZoomInfo's advertising sits within a broader GTM context: the same data that powers ad targeting also powers sales prospecting, email sequences, and website visitor identification.

Customers have reported a 900% CTR increase and 61% increase in opportunities from ZoomInfo's marketing capabilities.

For teams whose primary need is running paid campaigns efficiently, Metadata's experimentation engine is the most specialized tool.

For teams that want advertising bundled with ABM intelligence and a broader channel mix, RollWorks covers more ground.

For teams that want advertising connected to a complete data and GTM platform, ZoomInfo provides the integrated foundation.

Sales Alignment Tells the Real Story

Marketing platforms are only as valuable as the pipeline they generate. How each connects to sales execution reveals a real difference in scope.

Metadata has no sales enablement features. It connects to CRMs (Salesforce, HubSpot) and marketing automation platforms (Marketo, Pardot, Eloqua) to push leads and track attribution, but the platform ends at marketing. Once a lead converts, Metadata's job is done. For teams where marketing and sales operate independently, this isn't a limitation.

For teams trying to align the two, it's a gap that requires additional tools.

RollWorks bridges this gap partially. Its Sales Insights Widget embeds account intelligence directly in Salesforce, so reps see ICP fit grades, intent signals, and engagement trends without leaving the CRM.

Source: AdRoll

Automatic email alerts notify sellers when assigned accounts spike in intent.

Source: Adroll

Journey Stages map accounts to buyer lifecycle positions and sync to CRM daily. And workflows can trigger actions in Outreach and Salesloft based on signal changes.

Source: Adroll

This is real sales-marketing alignment, but it still depends on external tools for actual sales engagement. RollWorks provides the signals; Outreach, Salesloft, or the CRM handles execution.

ZoomInfo eliminates the handoff. GTM Workspace is an AI-powered workspace for sellers, with prioritized account feeds, AI-drafted outreach, deal intelligence, and CRM updates in one place. When GTM Studio identifies a high-intent account and launches a marketing play, the signal flows directly to the relevant seller in Workspace, with account context, buying committee intelligence, and suggested next actions.

This isn't a widget embedded in someone else's CRM. It's a workspace built for sellers where the intelligence marketing generated becomes actionable immediately, with full context on why the account matters. Thomson Reuters increased closed-won deals by 40% and achieved 115% average quota attainment using GTM Workspace. Databricks reached prospects 50% faster.

For organizations where marketing generates leads and throws them over the wall, any of these platforms works. For organizations where marketing and sales need to operate as one revenue team, the gap between "signals pushed to CRM" and "an intelligence-driven workspace for sellers" is significant.

Reporting and Attribution Reflect Platform Scope

Metadata provides campaign-level reporting across budget groups, channels, offers, and audiences, with an Analyst Agent that answers natural language questions about performance. The platform tracks campaigns through the full funnel to closed-won opportunities via CRM integration, and its Accounts Funnel reports show total campaign impact from reached to closed-won.

Source: Metadata

The limitation: multi-touch attribution is directionally right, not surgically precise, making it harder to defend influence versus causation in complex B2B deals.

RollWorks offers two analytics layers: campaign-level metrics (impressions, clicks, conversions) and account-level ABM analytics (journey stages, pipeline progression, revenue attribution).

The Cross-Channel Attribution Dashboard provides a single view across 10+ ad platforms, email, SMS, and CRM, with nine attribution models including first touch, last touch, linear, and time decay. ABM-specific metrics like Sales Cycle Length, Opportunity Win Rate, and Average Opportunity Size tie advertising directly to revenue outcomes.

RollWorks' three-tab attribution structure (Attributed, Assisted, Pathways) surfaces both direct credit and halo influence in a single deduplicated view, which is more sophisticated than most ABM platforms offer.

ZoomInfo provides analytics across the full GTM cycle, not just marketing. GTM Studio delivers AI-powered dashboards tracking engagement, funnel progression, and top-performing segments. The GTM Context Graph connects marketing activity to sales conversations to closed revenue, creating attribution that spans the complete buyer journey (not just the marketing-influenced portion).

For paid campaign reporting, Metadata is the most focused. For ABM-specific attribution, RollWorks is strong. For understanding the full journey from first touch to closed deal across marketing and sales, ZoomInfo provides the most complete picture.

Pricing Models Show Different Market Approaches

Metadata doesn't publish pricing, but third-party sources estimate the base platform costs approximately $60,000 per year with an annual ad spend limit of $600,000. MetaMatch starts around $295 per month, and additional modules like audience and web personalization run about $24,000 per year. The platform requires at least $20,000 monthly ad spend to make the math work.

Metadata isn't cheap, but for organizations with large ad budgets, the automation savings and performance improvements can offset the cost. If you're spending less than $20,000/month on ads, the platform probably isn't the right fit.

RollWorks lists four ABM tiers on its pricing page, but only the entry-level Account-Based Retargeting tier is self-service with no platform fee (pay only for media). The three higher tiers (Account-Based Advertising, Account-Based Marketing, and Account-Based Marketing + Advertising) require contacting sales, with no published prices. The ad spend component uses dynamic CPM pricing.

The entry-level retargeting tier is a low-risk starting point, but teams wanting the full ABM feature set (InIQ, Journey Predictions, Command Center, workflows) will need a sales conversation to learn the cost. For a closer look at what each tier includes and how costs stack up, see our RollWorks pricing breakdown.

ZoomInfo uses consumption-based pricing scaled around enterprise license agreements, data access, API consumption, and AI activity. No prices are published.

However, ZoomInfo offers two free entry points that neither competitor matches: ZoomInfo Lite, a permanent free tier with access to the B2B database, 10 monthly export credits, and WebSights Lite (up to 10 website visitor reveals per day); and a 7-day free trial with access to core platform features.

For a direct pricing comparison, Metadata's estimated $60K+ annual base is the most transparent data point. RollWorks and ZoomInfo both require sales conversations. The key difference is what you get for the money: Metadata delivers paid campaign automation, RollWorks delivers ABM intelligence and advertising, and ZoomInfo delivers a data and GTM platform spanning marketing and sales.

Integration Ecosystems Show Where Each Platform Lives in Your Stack

Metadata integrates with the core B2B marketing stack: Salesforce, HubSpot, Marketo, Pardot, Eloqua, Google Analytics, LinkedIn, Meta, Google Ads, plus intent data from Bombora and G2, and conversational marketing tools like Drift and Qualified. It supports data export to AWS S3 buckets and Zapier for additional connections. The platform connects ad channels, MAP, and Salesforce in 60 minutes or less.

Metadata sits between your ad channels and your CRM/MAP, automating the flow in between. It's a campaign execution layer, not a data platform.

RollWorks connects to 20+ platforms including Salesforce, HubSpot, Marketo, Outreach, Salesloft, G2, Sendoso, and Drift, with 8+ public APIs at developers.adroll.com. The Salesforce integration is bidirectional, pushing ICP Fit Grades and Hot Contacts into account records and surfacing the Sales Insights Widget in the CRM. HubSpot workflow actions can launch RollWorks workflows from HubSpot triggers.

RollWorks sits closer to the center of the ABM workflow, connecting buyer intelligence to both advertising execution and sales tools.

ZoomInfo operates at a different integration depth. The App Marketplace lists 120+ partner integrations across CRM, marketing automation, sales engagement, revenue intelligence, data warehouses, communications, and ATS categories. Cloud Partners enable direct data ingestion into AWS, Google Cloud, Snowflake, and Databricks.

The Enterprise API provides programmatic access to search, enrich, AI intelligence, audience management, and engagement data.

And ZoomInfo MCP connects AI models directly to ZoomInfo's data through natural language, with support for Claude and ChatGPT.

The architectural difference: Metadata and RollWorks integrate with your stack. ZoomInfo can be the foundation your stack is built on. API access is included in all relevant plans, and the same data and intelligence powering ZoomInfo's own products is available in any third-party tool.

BDO Canada activated ZoomInfo's data directly within their internal systems. "The plug-and-play aspect of the API means I can integrate it very easily into any process and get information at a moment's notice," said Jerry Wilson, Senior Marketing Intelligence Analyst, who achieved an 87% reduction in time spent updating internal data dashboards. (BDO Canada case study)

Security and Compliance Compared

All three platforms maintain enterprise security certifications, but the depth varies.

Metadata holds SOC 2 Type II, ISO 27001, and ISO 27701 certifications, with an independent auditor finding zero deficiencies across 160+ operational controls. The ISO 27701 certification validates GDPR compliance and privacy-by-design implementation. A Data Processing Addendum outlines data handling responsibilities.

RollWorks (via NextRoll) maintains SOC 2 Type 2, SOC 3, and PCI DSS certifications, plus EDAA certification and self-assessments against ISO 27001-2013. The company is a member of IAB, NAI, and TAG for advertising industry compliance. GDPR compliance is handled through the IAB Europe Transparency & Consent Framework.

ZoomInfo maintains the broadest compliance stack: ISO 27001, ISO 27701, SOC 2 Type II, TRUSTe GDPR, and TRUSTe CCPA certifications, all renewed annually. ZoomInfo is a registered data broker in California and Vermont, with a dedicated Trust Center. For regulated industries where data provenance matters, ZoomInfo's compliance infrastructure is the most thorough of the three.

Metadata vs. RollWorks vs. ZoomInfo: Which Should You Choose?

The right choice depends on where your biggest gap is.

Choose Metadata if:

• Paid ad campaign execution is your primary bottleneck

• You're spending $20,000+/month on B2B ads across multiple channels

• You have a lean marketing team that needs automation to replace manual campaign work

• You already have separate tools for buyer intelligence, contact data, and sales enablement

• You want AI focused on bid optimization and budget allocation

Choose RollWorks if:

• You need account-based buyer intelligence combined with advertising in one platform

• Identifying in-market accounts and scoring them by fit is a primary challenge

• You want multi-channel ABM ads (including CTV and DOOH) without a separate DSP

• Bundled pricing with no add-on fees for audiences or measurement matters to you

• You're a midmarket B2B team that wants ABM capabilities accessible to lean teams

Choose ZoomInfo if:

• You need the largest B2B data foundation for both marketing and sales

• You want a single intelligence layer that connects intent signals, CRM data, and conversation intelligence

• Aligning marketing and sales around shared account intelligence is a priority

• You want AI that extends beyond campaign optimization into sales execution, deal intelligence, and forecasting

• You need flexible access to intelligence through native products, APIs, or MCP in any tool

Start with ZoomInfo Lite for free or explore the full platform with a free trial.

Metadata and RollWorks each solve real problems for B2B marketing teams. Metadata makes paid campaigns perform better. RollWorks identifies the right accounts and reaches them across channels. But the best marketing loses value when it disconnects from the data foundation and sales execution that turn leads into revenue.

ZoomInfo provides that foundation: the largest B2B dataset, the intelligence layer that makes sense of it, and the tools that put it to work across every team in your go-to-market process.

Impartner saw an immediate 45% increase in website engagement and saved 15 hours by leveraging ZoomInfo's automation. "ZoomInfo has literally changed the way we go to market," said Jeremy Melius, Sr. Director of Marketing Operations. (Impartner case study)

Metadata vs. RollWorks vs. ZoomInfo FAQ

What is the core difference between Metadata, RollWorks, and ZoomInfo?

Metadata automates paid ad campaign execution across LinkedIn, Meta, Google, Reddit, and X, optimizing bids, budgets, and creative testing. RollWorks (now AdRoll ABM) is an account-based marketing platform that combines proprietary buyer intelligence with multi-channel advertising, including display, CTV, and digital out-of-home.

ZoomInfo is an AI GTM platform that unifies the largest B2B dataset (500M contacts, 100M companies) with a GTM Context Graph intelligence layer and execution tools for both marketing and sales teams.

Which platform has the best audience targeting for B2B advertising?

Metadata's MetaMatch matches 1.5 billion emails to enable B2B targeting on consumer platforms like Facebook and Instagram. RollWorks' InIQ draws from 2.6 billion digital identities with proprietary intent data covering 99% of the open web.

ZoomInfo provides the largest B2B contact database (500M contacts with verified emails and direct dials) plus proprietary intent signals from 210 million IP-to-Organization pairings and 6 trillion+ keyword-to-device pairings monthly.

Which platform is best for a small marketing team?

Metadata and RollWorks are both designed for lean teams. Metadata helped Writer's single-person paid marketing team save 3-5 hours daily through automation. RollWorks claims to deliver results in less than 30 days with predictive AI that substitutes for headcount.

ZoomInfo serves enterprise and upper mid-market teams primarily, though its free Lite tier and GTM Studio's natural language interface make it increasingly accessible to smaller teams.

Do any of these platforms provide native contact data for sales prospecting?

Only ZoomInfo provides a contact database with verified emails and direct-dial phone numbers: 500M contacts, 120M direct-dial phone numbers, and 200M+ verified business email addresses with up to 95% accuracy. Metadata provides no native contact data. RollWorks has access to 92 million contacts through NextRoll's identity graph, primarily for advertising targeting rather than direct sales outreach.

How do the platforms handle sales-marketing alignment?

Metadata has no sales enablement features; it pushes leads and attribution data to CRMs and MAPs but stops at marketing. RollWorks provides Sales Insights Widgets in Salesforce, automatic alerts when accounts spike in intent, and workflow integrations with Outreach and Salesloft.

ZoomInfo provides GTM Workspace, an AI-powered workspace for sellers where marketing intelligence flows directly into account prioritization, AI-drafted outreach, and deal management, all within the same platform.

Which platform is most affordable to start with?

RollWorks' Account-Based Retargeting tier has no platform fee, requiring only ad spend. ZoomInfo offers a permanent free Lite tier with 10 monthly export credits and a 7-day free trial. Metadata has no free plan, with an estimated base platform cost of approximately $60,000 per year. For teams exploring ABM on a limited budget, RollWorks' free retargeting tier or ZoomInfo Lite provides a low-risk entry point.

What analyst recognition has each platform received?

ZoomInfo has the strongest analyst positioning: a Gartner Leader in ABM Platforms for two consecutive years (2024 and 2025), a Forrester Leader in Intent Data Providers for B2B (Q1 2025), and Gartner Customers' Choice with 133 G2 No. 1 rankings.

RollWorks was named a Gartner Visionary in ABM Platforms (2024), up from Niche Player the prior year. Metadata has earned G2 leadership recognition in Account-Based Advertising but does not appear in Gartner or Forrester analyst reports for competitive ABM categories.

Can these platforms work together, or are they mutually exclusive?

Metadata and RollWorks operate at different layers of the marketing stack and could coexist, though there would be overlap in ad execution. ZoomInfo can complement either platform: its data and intent signals can feed Metadata's audience targeting or RollWorks' account lists through CRM integrations and APIs.

Several organizations use ZoomInfo as their data and intelligence foundation while running specialized campaign tools alongside it.