RollWorks Pricing: What You'll Actually Pay [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, CTV, 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 good choice if:

• You want ABM advertising with buyer intelligence in the same platform

• Your primary need is account-based retargeting and display campaigns

• You're a small marketing team that wants predictive AI and workflow automation without adding headcount

• You want ad execution and intent data in one interface

• Your ABM strategy centers on paid media rather than direct outreach

RollWorks might not be a good choice if:

• You need B2B contact data with verified direct dials and emails for outbound prospecting

• You want published pricing before committing to a sales call

• Your GTM strategy requires both marketing and sales execution in one platform

• You need conversation intelligence and deal-level insights alongside your ABM campaigns

• You're looking for a GTM platform that covers prospecting, marketing, and operations

In that case, you should consider ZoomInfo: an AI GTM platform built on 500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails. Where RollWorks focuses on ABM advertising, ZoomInfo unifies data, intelligence, and execution across sales, marketing, and operations through its GTM Context Graph, GTM Workspace for sellers, GTM Studio for marketers and RevOps, and APIs and MCP for third-party tools.

We've included a detailed pricing comparison with ZoomInfo in this review for B2B teams needing a complete GTM platform beyond ABM advertising. If you want to jump straight to the ZoomInfo pricing breakdown, go ahead with this link.

RollWorks Pricing Summary

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, CTV, 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 (no platform fee, media only). 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

The Account-Based Retargeting tier is RollWorks' free entry point into ABM advertising. There's no platform fee. 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. It's a low-risk way to test the platform's ad infrastructure.

👉 The 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

Account-Based Advertising lets you bring your own data and run multi-channel campaigns across display, social, video, native, mobile, CTV, and DOOH. This is where you move beyond retargeting into proactive ABM campaigns targeting named accounts. 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.

👉 The 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

This is where RollWorks becomes a full ABM platform. The Account-Based Marketing tier unlocks InIQ, the proprietary buyer insight engine that identifies accounts 4X more likely to convert. You get ICP fit grading, three intent data streams, customizable journey stages, the Command Center, and workflow orchestration with triggers for CRM campaigns, Outreach, Salesloft, and Slack. This tier also includes Journey Predictions, surfacing accounts 5X or 25X more likely to become an open opportunity.

👉 The Bottom Line: Account-Based Marketing delivers the intelligence that makes ABM campaigns data-driven, but teams needing outbound sales tools will still need separate platforms like Outreach or Salesloft.

RollWorks ABM + Advertising: Price Requires Demo

The top tier bundles everything: buyer insights, multi-channel advertising, workflow orchestration, and revenue team collaboration tools. It's positioned as the complete solution for teams wanting ABM and advertising with full sales-marketing alignment. This tier reportedly includes strategic and creative support in the package price. RollWorks says its packages include everything needed for one price, without extra fees for audiences, integrations, or measurement.

👉 The Bottom Line: ABM + Advertising is the full RollWorks experience, but the lack of pricing transparency makes budget planning impossible without committing to a sales process.

RollWorks Additional Costs and Considerations

Beyond the tiered packages, several additional costs shape the true investment:

Variable Media Costs:

• All ad spend uses dynamic CPM pricing, meaning costs fluctuate with real-time demand

• Minimum $5/day spend, $10/day budget on self-service tiers

• CTV campaigns require a minimum monthly budget of $10,000

Add-On Features:

• Social ads (Facebook, Instagram, TikTok, Pinterest) are an add-on on Self-Service and Managed tiers

• Cross-channel attribution is an add-on on lower tiers

• Ad credits cannot be applied to CTV or social campaigns

Managed Services Requirements:

• Qualifying spend of $5,000-$10,000+/month to access managed services

• Advanced Package requires an annual commitment

Billing:

• Automatic weekly postpaid billing for all new accounts

• Monthly invoicing (Net 30) available only for managed accounts with $5,000/month minimum spend

Where RollWorks Falls Short

RollWorks delivers solid ABM advertising with built-in buyer intelligence, but its narrow focus creates gaps for B2B teams needing a complete go-to-market solution:

Complete Pricing Opacity

• Three of four ABM tiers have no published prices, forcing prospects into sales conversations before any evaluation

• Variable CPM-based media costs make monthly spend hard to forecast

• Additional costs for social ads, cross-channel attribution, and CTV minimums ($10,000/month) further complicate budgeting

No Native Contact Data for Outbound

• The platform identifies accounts and buying committees but doesn't provide verified direct-dial phone numbers or business email addresses for outreach

• Sales teams still need separate data providers to contact the accounts RollWorks identifies

• De-anonymizes 2X more contacts than some ABM tools, but those contacts still lack the verified details needed for phone and email outreach

Missing Sales Execution Tools

• No native email sequencing, call dialing, or sales engagement capabilities

• Relies on integrations with Outreach, Salesloft, and other tools for outbound execution

• Teams must purchase and manage separate platforms to act on the intelligence RollWorks surfaces

Advertising-Centric ABM Approach

• The platform's strength in ad execution means its ABM strategy revolves around paid media

• Teams needing ABM that combines advertising with direct sales outreach, conversation intelligence, and pipeline analytics face integration complexity

• No native conversation intelligence to understand what's happening inside deals

These limitations have led many B2B teams to explore platforms that combine ABM intelligence with data and sales execution in a single system...

Best RollWorks Alternative - ZoomInfo

ZoomInfo is an AI GTM platform built on 500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails. Its GTM Context Graph processes 1.5B+ data points daily, unifying this data with your CRM records, conversation transcripts, and behavioral signals to reveal the full context of your accounts. That context fuels AI to show not just what happened, but why it happened, and what to do next. Your team can drive sales from the GTM Workspace, run GTM plays from GTM Studio, or power their own tools through the API and MCP.

For teams that find RollWorks' pricing opacity, lack of verified contact data, and missing sales execution tools limiting, ZoomInfo provides a broader solution. It doesn't just identify which accounts to target. It gives you the verified contact details to reach them, the intelligence to understand their buying patterns, and the execution tools to engage them across every channel.

ZoomInfo fits revenue teams that need both marketing intelligence and sales execution, enterprises requiring verified contact data at scale, and any B2B organization that treats go-to-market as a unified function rather than separate advertising and sales motions.

Seismic's sales team attributed 39% of active pipeline to opportunities identified or influenced by ZoomInfo signals and boosted productivity by 54%. (Seismic Case Study)

ZoomInfo Lite: Free, No Time Limit

Unlike RollWorks' free tier (which limits you to retargeting ads), ZoomInfo Lite gives you contact and company data you can use for outbound prospecting. You get individual and company searches with advanced filters, contact information and email addresses, the ReachOut Chrome Extension, and website visitor identification. No credit card required, no time limit.

👉 The Bottom Line: ZoomInfo Lite delivers more prospecting value for free than RollWorks' retargeting-only free tier, giving teams verified contact data they can use immediately.

ZoomInfo Sales Plans: Custom-Quoted

ZoomInfo's Sales plans deliver what RollWorks cannot: verified direct-dial phone numbers, business email addresses, and the execution tools to use them. Where RollWorks identifies accounts for ad targeting, ZoomInfo provides 120M direct-dial phone numbers and 200M+ verified business emails so your sales team can contact those accounts. Advanced and Enterprise tiers add buyer intent signals, AI-powered account prioritization, and automated outreach workflows that eliminate the need for separate sales engagement tools.

👉 The Bottom Line: ZoomInfo Sales plans provide the contact data and execution tools RollWorks lacks, making them essential for teams that need to reach buyers directly.

"ZoomInfo gives us the information we need to execute. We don't have to go through and spend our time digging. It's already there, so we can be three steps ahead." (Vensure Case Study)

ZoomInfo Marketing Plans: Custom-Quoted

ZoomInfo's Marketing plans compete directly with RollWorks' core capabilities, offering account-based advertising through a native demand-side platform alongside the data advantages RollWorks lacks. The ABM tiers include 300+ company attributes for audience targeting, contact-level website visitor identification (not just account-level), and FormComplete for reducing form fields while enriching data automatically. Customers report 900% CTR increases and 61% increases in opportunities.

👉 The Bottom Line: ZoomInfo Marketing provides ABM advertising comparable to RollWorks plus the data foundation and sales integration RollWorks can't match.

"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." Redwood Logistics achieved a 99% reduction in CPC, 310% increase in CTR, and saved 20-25 hours per week. (Redwood Logistics Case Study)

ZoomInfo Additional Products

Beyond core Sales and Marketing plans, ZoomInfo offers products that extend the platform:

GTM Workspace (for Sellers):

• AI-powered workspace with complete Book of Business view

• AI agents for account research, outreach drafting, CRM updates

• Customers report 54% productivity gains and 40% more closed-won deals

GTM Studio (for Marketers and RevOps):

• Orchestration canvas for designing and activating GTM plays

• Natural language audience building, no engineering support required

• Waterfall enrichment from 25+ data sources included at no additional cost

Chorus (Conversation Intelligence):

• Automatic recording, transcription, and AI analysis of all customer calls

• Deal intelligence with momentum tracking and churn risk signals

• Connected Intelligence linking conversation data with ZoomInfo profiles

Operations:

• Multi-vendor enrichment from ~60 vendors via codeless interface

• Automated deduplication, lead routing, and data quality management

• Perimeter protection blocking bad data at CRM entry

RollWorks Feature Value Breakdown (vs. ZoomInfo)

Data Foundation and Contact Intelligence

RollWorks' Approach: RollWorks builds its intelligence on 2.6 billion digital identities and 92 million contacts. The platform uses this data for account identification, ICP scoring, and ad targeting. InIQ provides ICP fit grading from A to F and surfaces in-market accounts. The data tells you which accounts to target with advertising, not how to reach specific individuals.

Source: AdRoll ABM

ZoomInfo's Approach: ZoomInfo runs the largest B2B data platform in the industry: 500M contacts, 100M companies, 135M+ verified phone numbers, 120M direct-dial phone numbers, and 200M+ verified business emails. This data is verified through a proprietary system backed by 300+ human researchers, reaching up to 95% accuracy on first-party data. In a Fortune 500 competitive RFP analyzing 25 million contacts across vendors, an independent consultant concluded that "no other competitor came even close."

🪙 Value Verdict: ZoomInfo provides a larger and more actionable data foundation. RollWorks helps you identify which accounts to target; ZoomInfo gives you that plus the verified phone numbers and emails to reach the people within those accounts.

Intent Data and Buyer Signals

RollWorks' Approach: RollWorks provides three intent data streams: AdRoll Keyword Intent (covering the open web beyond Bombora's network), Bombora Company Surge Intent, and G2 Intent. The Journey Prediction signal combines these with fit and engagement data, and the Account Spike model detects real-time engagement increases. These intent signals primarily feed advertising activation.

Source: AdRoll ABM

ZoomInfo's Approach: ZoomInfo Intent tracks signals from 210 million IP-to-Organization pairings and 6 trillion+ keyword-to-device pairings sourced monthly. Guided Intent, exclusive to ZoomInfo, identifies topics historically correlated with deal success rather than requiring manual topic selection. Intent signals feed directly into sales prospecting, marketing campaigns, and the GTM Context Graph, which connects intent, CRM data, and conversation intelligence to reveal not just which accounts are in-market, but why deals move or stall.

🪙 Value Verdict: Both platforms offer strong intent capabilities, but ZoomInfo's Guided Intent adds a distinct advantage by automatically identifying topics correlated with wins. More importantly, ZoomInfo's intent signals connect to a broader intelligence layer and flow into sales execution, not just advertising.

ABM Advertising Capabilities

RollWorks' Approach: Advertising is RollWorks' core strength. The platform runs a first-party DSP covering display, social, video, native, mobile, CTV, and DOOH. The BidIQ engine makes over 2.5 trillion predictions per day to optimize bids. Dynamic ads earn 2X more clicks than static alternatives, and the platform provides free custom display ads every 90 days. Sixteen years of advertising data give BidIQ a large optimization foundation.

Source: AdRoll ABM

ZoomInfo's Approach: ZoomInfo offers ABM advertising through its native demand-side platform with targeting based on 300+ company attributes. The ABM Marketing plans support display, Facebook, LinkedIn, and Google advertising with AI-driven buying-group identification. ZoomInfo's ad capabilities are solid, but advertising is one component of a broader platform rather than the central focus.

🪙 Value Verdict: RollWorks has the edge in advertising depth, with more ad channels (including CTV and DOOH), more mature bid optimization from 16 years of data, and a dedicated creative support program. ZoomInfo's advertising is capable but designed as part of a unified GTM platform rather than a standalone ad engine.

Sales Execution and Outbound Capabilities

RollWorks' Approach: RollWorks has no native email sequencing, call dialing, or direct outbound capabilities. The platform relies on integrations with Outreach, Salesloft, and similar tools for sales engagement. It provides Sales Insights Widgets in Salesforce and intent-triggered alerts, but the actual outreach happens outside the platform.

Source: AdRoll ABM

ZoomInfo's Approach: ZoomInfo integrates prospecting data directly into execution. GTM Workspace provides AI-drafted outreach based on full account context, automated CRM updates, and signal-triggered actions, all in one workspace. The Salesloft partnership enables signal-to-sequence flows where intent data triggers personalized multi-channel outreach automatically. Built-in email sending, intelligent dialing, and workflow automation keep everything connected.

🪙 Value Verdict: ZoomInfo provides a complete prospecting-to-outreach workflow that RollWorks cannot match. For teams that need to act on buyer intelligence with direct outreach rather than advertising alone, ZoomInfo eliminates the tool fragmentation RollWorks requires.

"Anything that minimizes our team's need to switch contexts is beneficial. ZoomInfo offers a unified view, eliminating the need to navigate between systems." (Spekit Case Study)

Final Verdict: RollWorks vs. ZoomInfo

The choice between RollWorks and ZoomInfo depends on whether your ABM strategy centers on advertising or requires a complete go-to-market platform:

RollWorks (now AdRoll ABM) is an ABM advertising platform built for lean B2B marketing teams that want buyer intelligence tied directly to multi-channel ad execution. Built on 2.6 billion digital identities and powered by the BidIQ engine, it identifies in-market accounts and runs campaigns across display, social, video, CTV, and more from a single interface. The platform works best for marketing teams focused on ABM advertising, organizations where paid media drives pipeline, and small teams that need predictive AI to substitute for headcount in campaign management.

ZoomInfo is an AI GTM platform built on the industry's largest B2B dataset: 500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails. Its GTM Context Graph fuses this data with your CRM records, conversation intelligence, and behavioral signals to reveal not just which accounts to target, but why deals move and what actions will accelerate them. This unified approach makes it essential for revenue teams needing both marketing intelligence and sales execution, enterprises requiring verified contact data for direct outreach, and any B2B organization that treats go-to-market as a single function spanning sales, marketing, and operations.

Get started with ZoomInfo here.

The core difference isn't features but scope. RollWorks asks "How can we help you reach target accounts with the right ads?" ZoomInfo asks "How can we help your entire revenue team find, win, and grow customers across every channel?"

RollWorks Pricing FAQ

Does RollWorks have a free plan?

Yes, RollWorks offers an Account-Based Retargeting tier with no platform fee. You pay only for media consumed through your retargeting campaigns. This tier includes the AI Assistant and free creative support every 90 days, but it's limited to retargeting and doesn't include buyer insights, intent data, or ICP scoring. ZoomInfo Lite offers a different kind of free access: permanent access to verified B2B contact data with 10 monthly export credits.

How much does RollWorks cost?

RollWorks doesn't publish prices for its three paid ABM tiers (Account-Based Advertising, Account-Based Marketing, and ABM + Advertising). All require contacting sales for a demo and custom quote. On top of the platform fee, ad spend uses dynamic CPM pricing that varies with real-time market demand, making total costs hard to predict without active campaigns.

What is the minimum spend for RollWorks?

Self-service ad campaigns require a minimum of $5 per day in spend and $10 per day in budget. CTV campaigns require a minimum monthly budget of $10,000. Managed services require qualifying spend of $5,000-$10,000+ per month. The Advanced Package requires an annual commitment.

Does RollWorks include contact data for outreach?

No. RollWorks identifies and prioritizes accounts but does not provide verified direct-dial phone numbers or business email addresses for outreach. The platform claims to de-anonymize 2X more contacts than some ABM tools, but sales teams still need a separate data provider like ZoomInfo to get the verified contact details needed for phone and email outreach.

What happened to the RollWorks brand?

In August 2025, RollWorks was rebranded as AdRoll ABM under the AdRoll umbrella, both owned by NextRoll, Inc. The company said the product itself did not change. Customer logins, campaigns, audiences, and reporting stayed the same. The rollworks.com domain now redirects to AdRoll ABM pages.

Is RollWorks or ZoomInfo better for ABM?

It depends on how you define ABM. RollWorks is stronger for ABM advertising specifically, with broader ad channel coverage (including CTV and DOOH) and a more mature bid optimization engine. ZoomInfo provides a broader ABM platform that includes advertising alongside verified contact data, sales execution tools, conversation intelligence, and unified analytics. Teams wanting advertising-focused ABM may prefer RollWorks; teams wanting ABM integrated with the full sales-marketing workflow will find ZoomInfo more complete.

Can I use RollWorks and ZoomInfo together?

Yes, some teams use RollWorks for ABM advertising while using ZoomInfo for contact data and sales intelligence. However, ZoomInfo's Marketing plans include native ABM advertising capabilities, which may reduce the need for a separate advertising platform. Evaluating whether ZoomInfo's ABM features meet your advertising needs can simplify your stack and reduce total cost.