Last updated: May 2026
If you've visited RollWorks' pricing page hoping to find numbers, you already know the problem: three of four tiers require a sales conversation before you learn what you'll pay. Your pipeline doesn't wait while you negotiate in the dark.
RollWorks, now rebranded as AdRoll ABM, combines buyer intelligence with multi-channel advertising in a single platform. Built on 2.6 billion digital identities and 92 million contacts, it identifies in-market accounts and runs ad campaigns across display, social, video, connected TV, and more. But as the platform has evolved under the AdRoll umbrella, its pricing has grown opaque, with sales-gated tiers and media costs that shift with real-time demand.
We've analyzed RollWorks' pricing tiers, media cost model, and feature gating. It's a strong option if you want ABM advertising and buyer intelligence in the same platform, or if your ABM strategy centers on paid media and account-based retargeting. It may not be the right fit if you need published pricing before a demo, direct outbound contact data, or a GTM platform that unifies marketing, sales, and operations in one place.
Need to compare your options? Talk to someone to learn more about how ZoomInfo can help you.
RollWorks Pricing Summary
RollWorks (AdRoll ABM) | ZoomInfo | |
|---|---|---|
Free Entry | Account-Based Retargeting: No platform fee, pay only for media. Retargeting campaigns, AI Assistant, free creative support | ZoomInfo Lite: $0/month, 10 monthly export credits, access to 100M+ verified profiles, Chrome extension, WebSights Lite |
Entry Paid Tier | Account-Based Advertising: Multi-channel ad activation with first-party data. Price requires demo | Sales Professional: Free to start with consumption credits based on usage. Contact and company search, CRM integrations, AI email generation |
Mid-Tier | Account-Based Marketing: Buyer insights, journey stages, workflow orchestration, ad playbooks. Price requires demo | Sales Advanced: Free to start with consumption credits based on usage. Intent signals, buyer intent clusters, GTM plays, automated workflows |
Top Tier | ABM + Advertising: End-to-end ABM and advertising with revenue team collaboration. Price requires demo | Sales Enterprise: Free to start with consumption credits based on usage. AI account summaries, advanced signals, dedicated support, full GTM Context Graph |
Best For | Lean B2B marketing teams wanting ABM advertising with built-in buyer intelligence | Revenue teams needing B2B data, AI intelligence, and unified sales-marketing-operations execution |
RollWorks Pricing: In-Depth Overview
RollWorks uses a dynamic CPM pricing model for ad spend, meaning the cost per impression varies with real-time demand across display, video, native, connected TV, and mobile. On top of this variable media cost, four packaged tiers gate access to progressively more ABM features. Only the entry-level retargeting tier has transparent pricing. The remaining three tiers require contacting sales. Here's what each tier includes and where the costs add up.
RollWorks Account-Based Retargeting: No Platform Fee
Feature | Details |
|---|---|
Platform Fee | $0 |
Media Costs | Pay-as-you-go (dynamic CPM) |
Ad Channels | Retargeting campaigns |
Creative Support | Free custom display ads every 90 days |
AI Assistant | Included |
Entry | Self-service signup |
The Account-Based Retargeting tier is RollWorks' free entry point into ABM advertising. There's no platform fee and you pay only for the media your campaigns consume. This tier covers retargeting (re-engaging the 97% of first-time visitors who leave without converting), with access to the AI Assistant and free creative refreshes.
Account-Based Retargeting | |
|---|---|
Pros | Cons |
No platform fee to get started | Limited to retargeting only |
Free creative support every 90 days | No buyer insights or intent data |
AI Assistant included | No ICP scoring or account prioritization |
Self-service signup, no sales call | Media costs are variable and unpredictable |
Bottom Line: Account-Based Retargeting works for testing ABM advertising or running basic retargeting campaigns, but teams wanting buyer intelligence or multi-channel prospecting will need higher tiers immediately.
RollWorks Account-Based Advertising: Price Requires Demo
Feature | Details |
|---|---|
Platform Fee | Not published |
Key Additions | First-party data activation, multi-channel advertising beyond retargeting |
Ad Channels | Display, social, video, native, mobile, connected TV |
Entry | Request a Demo |
Account-Based Advertising lets you bring your own data and run multi-channel campaigns across display, social, video, native, mobile, connected TV, and DOOH. The BidIQ engine handles bid optimization across channels, making over 2.5 trillion predictions per day. But without published pricing, you can't evaluate costs without a sales conversation.
Account-Based Advertising | |
|---|---|
Pros | Cons |
Multi-channel ad activation | No published pricing |
First-party data activation | Still lacks buyer insight features |
AI-powered bid optimization | No journey stages or workflow orchestration |
Dynamic ad support | Requires sales call to evaluate |
Bottom Line: Account-Based Advertising suits teams ready for multi-channel ABM campaigns, but the hidden pricing and missing intelligence features mean you're paying for ad execution without the full ABM toolkit.
RollWorks Account-Based Marketing: Price Requires Demo
Feature | Details |
|---|---|
Platform Fee | Not published |
Key Additions | Buyer insights (InIQ), customizable journey stages, workflow orchestration, advertising playbooks |
Intent Data | AdRoll Keyword Intent, Bombora Company Surge, G2 Intent |
ICP Scoring | |
Entry | Request a Demo |
Account-Based Marketing is where the platform becomes a full ABM tool. Buyer insights via the InIQ engine, customizable Journey Stages (Unaware, Aware, Engaged, Opportunity-to-Revenue), intent data from Bombora and G2, and automated workflow orchestration are all unlocked here. This tier is where RollWorks most directly competes with ZoomInfo Marketing's ABM workflows.
Account-Based Marketing | |
|---|---|
Pros | Cons |
Full ABM toolkit in one platform | No published pricing |
Intent data from Bombora + G2 | Platform + media costs compound |
ICP scoring and journey stages | Contact database smaller than ZoomInfo (92M vs 500M) |
Workflow orchestration included | No conversation intelligence or seller surface |
Bottom Line: Account-Based Marketing is the strongest RollWorks tier for demand gen teams running coordinated ABM plays, but the pricing opacity and absence of conversation intelligence or direct-outreach data limit its fit for unified GTM programs.
RollWorks ABM + Advertising: Price Requires Demo
Feature | Details |
|---|---|
Platform Fee | Not published |
Key Additions | Revenue team collaboration, end-to-end ABM and advertising strategy execution |
Entry | Request a Demo |
The top ABM + Advertising tier combines end-to-end ABM strategy execution with revenue team collaboration. It is the most comprehensive RollWorks package, combining everything in the Account-Based Marketing tier with tighter advertising execution and cross-functional workflow support. All pricing is quote-based.
ABM + Advertising | |
|---|---|
Pros | Cons |
Most complete ABM + ad execution | Fully quote-gated, no price signal |
Revenue team collaboration included | No prospecting data for sales outreach |
End-to-end campaign orchestration | No CI or deal-level intelligence |
Multi-channel execution across all formats | Platform + media stack cost unpredictable at budget planning |
Bottom Line: The top tier is designed for B2B marketing teams making ABM advertising their primary GTM motion. Teams needing sales-side contact data, conversation intelligence, or unified revenue operations will find the platform scope too narrow.
The True Cost of RollWorks: Platform Fee Plus Media Spend
The most important thing to understand about RollWorks pricing is that it has two separate cost layers. The platform fee (quoted in your sales conversation) covers access to features. The media cost is a separate, variable line item on a dynamic CPM model, where your actual spend depends on real-time advertising inventory demand across each channel.
For teams moving from the free retargeting tier to any of the three ABM tiers, this means budgeting for both: an undisclosed platform fee plus media spend that fluctuates with campaign scale, channel mix, and market conditions. Display, video, social, connected TV, and DOOH all carry different CPM rates.
ZoomInfo uses a consumption-credits model where you pay for data access and platform usage rather than a separate media layer. There is no ad spend component because ZoomInfo's prospecting, enrichment, and intent data operate independently of any advertising DSP. If you're evaluating ABM platforms for total cost, that structural difference matters for budget planning.
Where RollWorks Falls Short
RollWorks is a strong ABM advertising platform with genuine buyer intelligence. But there are specific use cases where it isn't the right fit:
Contact data scale. RollWorks operates on 92 million contacts. ZoomInfo's B2B database covers 500 million contacts, 135 million+ verified phone numbers, and 200 million+ verified business emails. For outbound prospecting alongside ABM, the gap is significant.
No conversation intelligence. RollWorks has no conversation intelligence layer. Teams that need deal-level insights from calls and meetings alongside their ABM programs will need a separate tool. ZoomInfo Chorus captures and analyzes conversation data, feeding signals into the GTM Context Graph.
Pricing opacity. Three of four tiers require a demo before you see a number. For teams that need to build business cases internally before engaging with vendors, the lack of published pricing is a friction point.
No seller workflow surface. RollWorks is built for marketing teams running advertising. There's no seller-facing prospecting, sequencing, or GTM Workspace surface. Teams needing coordinated sales-marketing execution will use separate tools.
Best RollWorks Alternative: ZoomInfo
ZoomInfo is an all-in-one AI GTM Platform built on 500 million contacts, 100 million companies, 135 million+ verified phone numbers, and 200 million+ verified business emails. Where RollWorks focuses on ABM advertising, ZoomInfo unifies three pillars into one platform.
The Data pillar provides the most comprehensive B2B contact and company database, continuously verified by 300+ human researchers and multi-source data feeds. The GTM Context Graph processes 1.5 billion+ data points daily, fusing ZoomInfo's B2B data with CRM data, conversation intelligence, and behavioral signals into a unified reasoning layer that powers smarter targeting and prioritization. The Universal Access pillar means the same data and intelligence is accessible via GTM Workspace for sellers, GTM Studio for marketers and RevOps, and APIs and MCP for third-party tools and AI agents.
For B2B marketing teams specifically, Redwood Logistics achieved a 99% reduction in cost-per-click, a 310% increase in clickthrough rate, and saved 25 hours per week after switching their demand gen operations to ZoomInfo Marketing, using ZoomInfo's ad targeting, intent data, and CRM enrichment in an integrated workflow.
ZoomInfo pricing is free to start with consumption credits based on usage. Enterprise tiers are custom-quoted.
Want to see how ZoomInfo compares to RollWorks for your team's ABM strategy? Talk to someone to learn more about how ZoomInfo can help you.
RollWorks vs. ZoomInfo: Feature Comparison
Feature | RollWorks (AdRoll ABM) | ZoomInfo |
|---|---|---|
Contact Database | 92M contacts | 500M contacts, 135M+ verified phones, 200M+ verified emails |
Free Entry Point | Account-Based Retargeting (media-only, no platform fee) | ZoomInfo Lite ($0/month, 10 credits, 100M+ profiles) |
ABM Advertising | Native DSP (display, social, video, CTV, DOOH) | ZoomInfo Marketing (audience targeting, ad activation via GTM Studio) |
Intent Data | Bombora, G2, AdRoll Keyword Intent | Proprietary ZoomInfo intent + Bombora (integrated) |
ICP Scoring | A-F grading in Account-Based Marketing tier | Account Fit Score in GTM Studio |
Conversation Intelligence | Not available | Chorus (CI) integrated into GTM Context Graph |
Seller Workflow Surface | Not available | GTM Workspace (AI-assisted prospecting, sequencing, deal intelligence) |
Pricing Transparency | One tier transparent; three require demo | Free to start with consumption credits based on usage |
Pricing Model | Platform fee + dynamic CPM media spend (two layers) | Consumption credits (one layer, no separate media cost) |
Analyst Recognition | G2 Leader, G2 Best Estimated ROI, G2 Easiest Setup | Gartner Magic Quadrant, Forrester Wave, G2 Leader |
APIs and MCP | API access via AdRoll | APIs + ZoomInfo MCP for AI agents and third-party tools |
GTM Coverage | Marketing (ABM advertising) | Sales + Marketing + Operations + RevOps (full GTM) |
RollWorks Pricing FAQ
How much does RollWorks cost?
RollWorks pricing has four tiers. Account-Based Retargeting has no platform fee (you pay only for media at dynamic CPM rates). The three ABM tiers (Account-Based Advertising, Account-Based Marketing, and ABM + Advertising) are all demo-gated with no published prices. Media costs are variable and compound on top of any platform fee.
Is RollWorks worth the price?
For lean B2B marketing teams whose GTM strategy centers on ABM advertising, yes. The buyer intelligence (InIQ engine, Journey Stages, Bombora + G2 intent) and native DSP in one platform is a genuine differentiator. Limitations worth evaluating: no conversation intelligence, a smaller contact graph (92M vs ZoomInfo's 500M), and ABM pricing requires a sales conversation before you can run numbers. Teams needing both marketing and sales-side GTM in one tool will find the scope too narrow.
Does RollWorks have a free plan?
Yes. Account-Based Retargeting is free to start with no platform fee. You pay only for media. It includes retargeting campaigns, the AI Assistant, and free creative support every 90 days. It does not include buyer insights, ICP scoring, intent data, or multi-channel prospecting.
What is the cheapest RollWorks alternative?
ZoomInfo offers ZoomInfo Lite at $0/month with 10 monthly export credits and access to 100 million+ verified profiles. For teams needing a full ABM platform, ZoomInfo Marketing provides intent data, audience building, and GTM Context Graph intelligence with consumption-based pricing. See RollWorks alternatives for a full comparison of options.
What happened to RollWorks? Is it still available?
RollWorks rebranded to AdRoll ABM in August 2025 under parent company NextRoll. The product remains available. Most product pages now live at adroll.com; rollworks.com redirects to them. The rebrand unified the RollWorks ABM product with the broader AdRoll advertising platform under a single brand. For an in-depth evaluation, see the RollWorks review.
How does RollWorks pricing compare to ZoomInfo?
RollWorks is advertising-first (ABM + DSP). ZoomInfo is data, intelligence, and execution across sales, marketing, and operations. RollWorks' free entry covers retargeting only. ZoomInfo Lite covers data access and contact search. For full ABM, both require custom pricing. ZoomInfo adds conversation intelligence via Chorus, 500M contacts, and GTM Context Graph reasoning that RollWorks does not offer. ZoomInfo uses a consumption credits model with no separate advertising media layer; RollWorks buyers budget a platform fee plus variable CPM media costs.
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