Best RollWorks Alternatives in 2026

RollWorks, now officially rebranded to AdRoll ABM as of August 2025, holds a solid position in account-based marketing. Its InIQ AI engine, built on 2.6 billion digital identities and 92 million contacts, helps B2B marketers identify high-fit accounts and run targeted ad campaigns across display, social, video, CTV, and more. The BidIQ bidding engine makes over 2.5 trillion predictions per day, and the platform's Journey Stages framework tracks accounts from Unaware through to Opportunity with intent signals sourced from Bombora and G2.

But for demand gen and ABM teams whose GTM strategy is maturing beyond advertising execution, an advertising-first platform surfaces some consistent gaps: B2B data coverage limited to 92 million contacts, intent signals built exclusively on third-party partners rather than first-party data, limited closed-loop pipeline attribution beyond ad engagement, no native sales engagement or conversation intelligence layer, and intent data coverage weighted toward North American markets.

This guide covers the seven RollWorks alternatives that address these gaps. Whether you are evaluating platforms because you need:

• A broader B2B data foundation with verified contact and company data at enterprise scale

• Closed-loop pipeline attribution that connects marketing programs to closed-won revenue

• First-party intent signals that go beyond Bombora and G2 partnership data

• Full-funnel GTM coverage that unites sales, marketing, and RevOps in one platform

• Contact-level advertising that targets named decision-makers, not just accounts

• Free-to-start ABM functionality with transparent pricing

• Pay-per-engagement ABM with European intent data coverage

Some teams use these tools alongside RollWorks to fill specific gaps. Others replace it entirely. The right answer depends on where your GTM strategy is heading.

Let's look at the alternatives.

What Is RollWorks (Now AdRoll ABM)?

RollWorks, now officially called AdRoll ABM under parent NextRoll, Inc., is an account-based marketing and advertising platform built for B2B revenue teams. The August 2025 rebrand unified the RollWorks and AdRoll products under the AdRoll brand; rollworks.com now redirects to adroll.com for most product pages, though help.rollworks.com remains the customer support hub.

The platform combines buyer intelligence with multi-channel advertising in a single application:

• Buyer intelligence: An 18 million B2B company database for ICP modeling and account-list creation, with 92 million contacts and buyer signals sourced from Bombora, G2, and AdRoll's proprietary keyword intent. InIQ AI surfaces accounts 2x more likely to become opportunities and 4x more likely to convert.

• Multi-channel advertising: A first-party demand-side platform executing campaigns across display, video, native, social, mobile, CTV, and DOOH with BidIQ optimizing bids.

• Journey Stage tracking: Accounts move through Unaware, Aware, Engaged, and Opportunity-to-Revenue stages with intent and engagement signal classification.

• Command Center: Consolidates buying signals and recommends next steps, including adding to CRM, building account lists, and sending priority lists to sales.

• GTM integrations: Salesforce, HubSpot, Outreach, Salesloft, Marketo, Pardot, and 20+ platforms.

Where RollWorks works well: Lean marketing teams running advertising-centric ABM programs, teams that want ABM intelligence and a DSP in a single platform, and organizations that activate most of their go-to-market motion through paid media.

Where gaps appear: RollWorks relies on third-party intent partners rather than first-party data at scale. Its 92 million contact database is materially smaller than enterprise-grade data platforms. Pipeline attribution is largely confined to ad engagement signals. There is no native conversation intelligence, sales engagement, or RevOps workflow layer. EU intent data coverage is limited relative to North American markets.

If any of these gaps match what brought you here, the alternatives below cover them specifically. For a deeper look at what AdRoll ABM charges, see our RollWorks pricing guide. For a comprehensive platform assessment, see the full RollWorks review.

How We Curated This List

We evaluated platforms across the criteria that matter most to demand gen and ABM teams making this decision:

1. B2B data depth: Contact and company coverage, data freshness, verification methodology. An ABM platform is only as good as the data powering its targeting.

2. Intent signal quality: First-party vs. third-party intent sources, signal depth, refresh cadence. Vague intent claims without methodology erode trust.

3. Closed-loop attribution: Can the platform connect marketing programs to pipeline and closed-won revenue? Not just MQL volume, but opportunity rate and win rate.

4. Full-funnel coverage: Does the platform serve sales, marketing, and RevOps, or is it confined to ad activation?

5. Contact-level vs. account-level targeting: Some use cases require identifying named buyers within accounts, not just the account itself.

6. Analyst validation: Gartner MQ and Forrester Wave positioning matters to demand gen leaders who need to defend vendor choices to their CMO.

7. Price transparency: Free tiers, published pricing, and predictable scaling help teams evaluate fit without a full procurement cycle.

Each tool on this list excels in at least one of these areas. We have ranked them by how well they address the most common reasons demand gen teams leave RollWorks.

1. ZoomInfo -- Best for Comprehensive B2B Data, Intent Signals, and Full-Funnel GTM Intelligence

ZoomInfo is an all-in-one AI GTM Platform built on the largest B2B data foundation in the industry: 500 million contacts, 100 million companies, 135 million verified phone numbers, and 200 million verified business emails.

Three pillars define the platform. The data foundation delivers verified firmographic, technographic, and contact intelligence, checked by automated ML scanning of 28 million site domains daily, a community of 200,000 ZoomInfo Lite users who contribute data back, and 300 human researchers in the Data Training Lab. The GTM Context Graph processes 1.5 billion data points daily, fusing ZoomInfo's B2B data with your CRM records, conversation intelligence, and behavioral signals to reveal not just what happened in a deal but why -- and what is likely to happen next. Universal Access delivers that same intelligence wherever your team works: GTM Workspace for sellers, GTM Studio for marketers and RevOps, and APIs and MCP for any custom tool or AI agent.

Why this addresses the RollWorks gap:

B2B data depth (Battleground 1): ZoomInfo's 500 million contacts versus RollWorks' 92 million is not a marginal difference. It determines how completely you can build your total addressable market, map buying committees with verified direct dials and emails, and reach contacts across channels beyond ad networks. ZoomInfo tracks 300 company attributes for segmentation and 30,000 technologies across 200 categories for technographic targeting. In a Fortune 500 competitive RFP analyzing 25 million contacts across vendors, an independent consultant found that no competitor came close.

Intent signals (Battleground 3): ZoomInfo's intent layer tracks signals from 210 million IP-to-organization pairings and 6 trillion keyword-to-device pairings monthly. Rather than relying exclusively on third-party partners like Bombora and G2, ZoomInfo blends first-party behavioral signals, web visit data, and Guided Intent that identifies topics correlated with deal success. This gives demand gen teams the signal source transparency that ICP buyers demand.

Pipeline attribution (Battleground 2): The GTM Context Graph connects marketing program activity to opportunity creation and closed-won revenue, not just ad clicks. Smartsheet used ZoomInfo Marketing with Intent Data and saw an 84% increase in MQLs sent to sales, a 26% increase in opportunity rate, and a 59% increase in win rate. Mendix improved MQL-to-opportunity conversion 14x, from under 2% to over 28%, using ZoomInfo's CRM enrichment to ensure the right data reached the right team at the right moment. Redwood Logistics cut CPC by 99% and reduced 25 hours per week of campaign management time using ZoomInfo Marketing combined with Intent Data and Ad Targeting.

Full-funnel coverage: Where RollWorks operates as an ad activation layer requiring sales engagement tools like Outreach and Salesloft as separate integrations, ZoomInfo delivers a unified platform. Sellers work in GTM Workspace, marketers and RevOps work in GTM Studio, and both draw from the same GTM Context Graph. GTM Studio lets demand gen teams describe an audience in natural language and launch multi-channel plays without an engineering ticket. Expansion plays that used to take three weeks now launch in 30 minutes.

Analyst validation: ZoomInfo was named a Leader in the Gartner Magic Quadrant for ABM Platforms for the second consecutive year in 2025, and a Leader in the Forrester Wave for Intent Data Providers B2B Q1 2025. It holds 133 No. 1 G2 rankings across Sales Intelligence, Buyer Intent, Data Quality, and Account Data Management categories.

ZoomInfo Pricing

ZoomInfo is free to start with consumption credits based on usage. ZoomInfo Lite provides a permanent free tier with access to 100 million verified profiles, 10 monthly export credits, the ReachOut Chrome Extension, and HubSpot integration, with no credit card required. A 7-day free trial provides access to core platform features. Paid plans scale by user count and credit volume.

Who Should Use ZoomInfo?

Choose ZoomInfo if your demand gen or ABM strategy has grown beyond advertising execution and you need verified B2B data at enterprise scale, intent signals with source transparency, closed-loop pipeline attribution connecting campaigns to revenue, and a platform that unites sales, marketing, and RevOps on shared intelligence.

2. Demandbase -- Best for Enterprise ABM with Native Advertising Control

Demandbase is a B2B ABM platform designed for enterprise organizations running complex, multi-stakeholder sales cycles. Unlike RollWorks' advertising-first approach, Demandbase combines a proprietary data foundation with a B2B demand-side platform built specifically for ABM and sales intelligence into a unified platform.

Key capabilities include a unified data foundation with 104 million companies and 176 million contacts with 109 million validated emails and 54 million direct dials; a native B2B DSP (AdsIQ) that sets bids based on both user and account intent, balances frequency at the account level, and provides closed-loop reporting connecting ad performance to CRM pipeline; and Sales Intelligence that identifies top pages visited by target accounts and recommends contacts from anonymous visitor sessions.

Why choose Demandbase over RollWorks: Demandbase was named a Gartner Magic Quadrant Leader for ABM Platforms for five consecutive years, positioned furthest for Completeness of Vision in the 2024 report, and a Leader in the Forrester Wave for Revenue Marketing Platforms Q1 2026. For enterprise procurement teams that require analyst-validated vendor credibility, this positioning matters. Demandbase owns its full data stack -- 47,000 technologies tracked across 136 million domains, intent data from 2 trillion signals per month sourced from 70 billion page views per day through its DSP bidstream -- which reduces the vendor sprawl that RollWorks customers often encounter when layering on additional data and intent providers.

G2 rating: 4.3/5 (based on G2 reviews).

Best for: Enterprise organizations needing Gartner Leaders placement for procurement qualification and account-level advertising control with a native B2B DSP.

Pricing: Quote-based via sales. Platform fee covers Marketing, Sales Intelligence, Advertising, and Data modules. Custom predictive models are included at no extra charge. Advertising and Data available as standalone starting points.

3. 6sense -- Best for Predictive Buying Stage Detection

6sense is a B2B revenue intelligence platform that solves the anonymous buyer problem: only 3% of website visitors self-identify through form fills, and at least 70% of the buyer journey is completed before a prospect speaks to a seller. 6sense's Revenue AI predicts which accounts are in-market before they raise their hand.

Key capabilities include buying stage detection (Unaware, Awareness, Consideration, Decision, Purchase) that predicts where each account is in its journey using millions of anonymous buying signals; predictive scoring that identifies accounts ready to engage before they self-identify; and account engagement tracking across web, intent signals, and CRM activity unified in a single platform.

Why choose 6sense over RollWorks: While RollWorks identifies accounts that are engaging with your ads, 6sense surfaces accounts that are researching solutions but have not yet interacted with you. RollWorks' Intent signals are sourced from Bombora and G2; 6sense builds its predictions on a proprietary AI model trained on broader behavioral signal sets. For demand gen teams that rely on engagement signals alone and are missing accounts in early buying stages, 6sense's predictive approach fills that gap. See how 6sense compares to RollWorks directly for a head-to-head assessment.

G2 rating: 4.3/5 (based on G2 reviews).

Best for: Demand gen teams that want to identify in-market accounts before they self-identify and need buying stage prediction beyond engagement scoring.

Pricing: Quote-based. No published dollar amounts for any tier.

4. Metadata.io -- Best for AI-Driven Paid Campaign Automation at Scale

Metadata.io is a demand generation platform built for lean marketing teams that need to run paid campaigns at scale across LinkedIn, Meta, and Google without proportionally scaling headcount. Its AI agents automate campaign building, audience targeting, budget allocation, and optimization across channels from a single interface.

Key capabilities include the MetaMatch identity graph (patented), which brings LinkedIn-grade B2B targeting to Meta and Google Ads; automated experiment management running hundreds of campaign variations and shutting down underperforming ones; and revenue attribution that optimizes campaigns on pipeline and closed-won revenue rather than CPL or CPC.

Why choose Metadata.io over RollWorks: RollWorks requires manual campaign management and separate tooling for different ad channels. Metadata.io automates the full paid media workflow across channels, reducing the operational overhead of running multi-channel ABM programs. For teams that do not have a dedicated paid media specialist, this automation layer is the primary value driver.

G2 rating: 4.6/5 (based on G2 reviews).

Best for: Lean demand gen teams running multi-channel paid campaigns who want AI-driven automation and pipeline-optimized attribution without scaling headcount.

Pricing: Custom pricing based on advertising spend. No public price list.

5. Influ2 -- Best for Contact-Level Advertising Targeting Named Buyers

Influ2 is a contact-level advertising platform that closes the gap between account-level engagement signals and individual buyer intent. Where RollWorks targets and tracks at the account level, Influ2 identifies and delivers ads to specific named individuals within buying committees and tracks their engagement at the person level.

Key capabilities include person-based ad delivery that targets specific contacts in a CRM or ABM target list; contact-level intent signals that show which individual is researching, not just that the account is active; and CRM-connected reporting that maps ad engagement back to named contacts in Salesforce or HubSpot.

Why choose Influ2 over RollWorks: RollWorks can tell you that a target account is engaging with your ads. Influ2 can tell you that the VP of Marketing at that account clicked your ad twice this week and the CFO has not engaged yet, which changes how sales should prioritize their outreach. For multi-stakeholder sales cycles where knowing which specific buyers are active matters, Influ2's contact-level precision adds a layer RollWorks does not offer.

G2 rating: 4.7/5 (based on G2 reviews).

Best for: ABM and demand gen teams that need contact-level visibility into which specific decision-makers are engaging, not just account-level engagement signals.

Pricing: Custom pricing based on audience size and usage. No public price list.

6. Factors.ai -- Best Free-to-Start ABM with Deep Attribution

Factors.ai is an account intelligence and ABM platform with a permanent free tier, making it the most accessible entry point for teams evaluating ABM without an upfront budget commitment. It combines website visitor identification with account-based analytics and attribution.

Key capabilities include website visitor identification at 75% or higher rates, converting anonymous traffic into named accounts; account-level intent signals from website behavior, LinkedIn engagement, and G2 intent; and multi-touch attribution connecting marketing touchpoints to pipeline and revenue in a single dashboard.

Why choose Factors.ai over RollWorks: RollWorks requires a paid subscription for core ABM functionality. Factors.ai's permanent free tier offers real ABM capability, including website visitor identification, account signals, and attribution, with transparent pricing that scales predictably as your program grows. For teams that are earlier in their ABM maturity or piloting account-based approaches before committing to a larger platform, Factors.ai reduces the financial risk of the evaluation.

G2 rating: 4.6/5 (based on G2 reviews).

Best for: Teams building an ABM program on a limited budget who need free-to-start functionality with honest attribution and transparent pricing.

Pricing: Free tier available with no credit card required. Paid tiers scale by visitor identification volume and features.

7. N.Rich -- Best for Pay-Per-Engagement ABM with European Coverage

N.Rich is an ABM advertising platform with a pay-per-engagement pricing model, meaning you pay only when accounts actively interact with your ads rather than for impressions. Its intent data includes European sources, making it relevant for B2B teams targeting EU markets where GDPR-compliant intent signals are harder to source.

Key capabilities include account-based programmatic advertising across display and content discovery; European intent data coverage from EU-regional sources in addition to North American intent partners; pay-per-engagement pricing that aligns platform costs directly with account activity; and account scoring that integrates engagement data with firmographic fit.

Why choose N.Rich over RollWorks: RollWorks' advertising model charges based on impressions and standard CPM/CPC structures, and its intent data is weighted toward North American markets via Bombora and G2. N.Rich's pay-per-engagement model eliminates wasted spend on passive impressions, and its European intent data coverage addresses the gap that most ABM platforms leave for EU-focused demand gen teams.

G2 rating: 4.6/5 (based on G2 reviews).

Best for: Teams with European market focus needing GDPR-compliant intent data, or teams that want pay-per-engagement pricing to minimize spend on inactive accounts.

Pricing: Pay-per-engagement model. Custom pricing based on audience size and campaign scope.

How to Choose the Right RollWorks Alternative

The right platform depends on where your GTM strategy is heading and which gaps are most pressing. Use these criteria to match the platform to your situation:

Choose ZoomInfo if: Your ABM and demand gen strategy has outgrown advertising execution and you need verified B2B data at enterprise scale (500 million contacts vs. RollWorks' 92 million), first-party intent signals beyond Bombora and G2, closed-loop pipeline attribution that connects campaigns to revenue, and a platform that unites sales, marketing, and RevOps on shared intelligence. ZoomInfo is also the choice if analyst validation (Gartner MQ Leader, Forrester Wave Leader) matters for executive buy-in and procurement defensibility.

Choose Demandbase if: You are running enterprise ABM programs and need the strongest analyst-validated platform with five consecutive Gartner MQ Leader placements, or you specifically need a native B2B DSP with account-level bidding and closed-loop pipeline attribution from ad impressions to closed-won deals.

Choose 6sense if: You need predictive buying stage detection to surface in-market accounts before they self-identify, and RollWorks' engagement-based approach is missing accounts in earlier buying stages. 6sense's Revenue AI predicts where accounts are in the buyer journey, not just whether they have interacted with your content.

Choose Metadata.io if: Your team runs multi-channel paid campaigns (LinkedIn, Meta, Google) and needs AI-driven automation to reduce manual campaign management overhead. This is the specialist choice for lean demand gen teams optimizing paid media at scale.

Choose Influ2 if: Your ABM motion requires knowing which specific named individuals within a buying committee are engaged, not just that the account is active. Contact-level advertising and intent tracking is Influ2's core differentiation.

Choose Factors.ai if: You are building an ABM program with limited upfront budget and need a free-to-start option with real functionality, transparent pricing, and no long-term commitment risk.

Choose N.Rich if: Your target markets include Europe and you need GDPR-compliant intent data coverage, or you prefer a pay-per-engagement pricing model that ties costs directly to active account interactions.

Ready to see how ZoomInfo's data and intelligence platform stacks up? Start your free trial or explore ZoomInfo Lite at no cost.

RollWorks Alternatives: Side-by-Side Comparison

Frequently Asked Questions About RollWorks Alternatives

Why are demand gen teams looking for RollWorks alternatives?

The most common reasons: RollWorks' 92 million contact database is materially smaller than enterprise-grade platforms, which limits how completely teams can build total addressable market lists and map buying committees. Its intent data is built entirely on third-party partners (Bombora and G2) rather than first-party signals, which some teams find limits signal depth and source transparency. Pipeline attribution beyond ad engagement is limited, which makes it harder to demonstrate closed-loop revenue contribution to a CMO. And as GTM strategies mature, teams often need sales engagement, conversation intelligence, or RevOps workflow tooling that RollWorks does not include natively.

What is the best RollWorks alternative for B2B data and GTM intelligence?

ZoomInfo. With 500 million contacts, the GTM Context Graph processing 1.5 billion data points daily, and a Gartner Magic Quadrant Leader position in ABM Platforms for 2024 and 2025, ZoomInfo provides the data foundation and intelligence layer that advertising-first ABM platforms cannot match. Proof: Smartsheet achieved an 84% MQL increase and 59% win rate improvement. Redwood Logistics cut CPC by 99%. ZoomInfo is also free to start through ZoomInfo Lite.

Is ZoomInfo better than RollWorks?

It depends on your primary use case. RollWorks (AdRoll ABM) is the stronger choice if your GTM motion is primarily advertising-led: you need a native B2B DSP for multi-channel ad execution, your team is small and lean, and paid media is your primary channel. ZoomInfo is the stronger choice if your team needs: a larger verified B2B data foundation, first-party intent signals with source transparency, closed-loop revenue attribution beyond ad engagement, a platform that unites sales, marketing, and RevOps on shared intelligence, and analyst validation for enterprise procurement.

What is the best free RollWorks alternative?

ZoomInfo Lite is the strongest free option: 100 million verified profiles, 10 monthly export credits, the ReachOut Chrome Extension, and HubSpot integration, with no credit card required and no time limits. ZoomInfo also offers a 7-day free trial for access to core platform features. Factors.ai offers a permanent free tier with real ABM functionality including website visitor identification, account-level intent signals, and multi-touch attribution for teams that specifically need ABM-focused tools without ZoomInfo's full platform scope.

How does RollWorks compare to 6sense and Demandbase?

RollWorks, 6sense, and Demandbase all operate in the ABM platform space but from different architectural starting points. RollWorks leads with advertising-first ABM -- an in-house DSP combined with account intelligence. 6sense leads with predictive AI that surfaces in-market accounts before they self-identify, filling a gap that engagement-based platforms like RollWorks miss. Demandbase leads with enterprise-grade ABM infrastructure including five consecutive Gartner MQ Leader placements and a native B2B DSP with account-level bidding. ZoomInfo competes with all three while adding the verified data foundation (500 million contacts) and full-funnel GTM coverage that pure ABM platforms lack. For a direct comparison with 6sense, see our 6sense vs. RollWorks guide.

Does RollWorks have contact-level targeting?

RollWorks primarily targets at the account level. Its data engine surfaces which accounts are in-market and activates campaigns across those accounts, but it does not provide contact-level visibility into which specific individuals within a buying committee are engaging. Influ2 is the purpose-built contact-level alternative for teams that need person-level ad delivery and intent tracking. ZoomInfo provides contact-level precision through verified direct dials (120 million), emails (200 million), and org charts with buyer roles, enabling multi-threaded selling alongside ABM programs.

More RollWorks comparisons and guides

If you're interested in reading more, you might like:

• 6sense vs. RollWorks (vs. ZoomInfo): Which ABM Platform Fits Your Revenue Team in 2026?

• Demandbase vs. RollWorks (vs. ZoomInfo): Which B2B GTM Platform Fits Your Team in 2026?

• [RollWorks Pricing: What You'll Actually Pay [2026]](https://pipeline.zoominfo.com/sales/rollworks-pricing)