Comprehensive RollWorks Review

RollWorks, now officially called AdRoll ABM, delivers on one specific promise: connect account-based buyer intelligence to multi-channel advertising in a single platform. For B2B marketing teams whose primary ABM strategy is digital advertising, it executes well. But as ABM strategies grow more sophisticated, the question is whether advertising-centric ABM is enough.

To write this RollWorks review, we analyzed the platform in detail. RollWorks may be the right choice for you if:

• Your primary ABM strategy is account-targeted advertising across display, video, social, and CTV

• You want ABM advertising with buyer insights built into the ad platform

• You need a solution built for lean marketing teams without dedicated ABM operations staff

• You value bundled pricing that includes audiences, integrations, and measurement

• Your CRM is Salesforce or HubSpot and you want two-way ABM data sync

However, RollWorks might not be the best choice if:

• You need B2B contact data with verified direct dials and business emails for sales outreach

• You want sales prospecting, conversation intelligence, and ABM execution in one platform

• Your team requires intent data that goes beyond advertising signals

• You need an AI layer that connects CRM data, conversations, and market signals to explain deal movement

• You want programmatic access to B2B data via APIs and AI-native protocols like MCP

In that case, consider ZoomInfo: an all-in-one AI GTM Platform that starts with B2B data at scale (500M contacts, 100M companies, 135M+ verified phone numbers, 200M+ verified business emails), layers on the GTM Context Graph to reveal not just what is happening in your pipeline but why, and delivers that intelligence through native front-ends for sellers and marketers or through APIs and MCP into any tool your team already uses.

If you want to evaluate ZoomInfo as an alternative, you can start a free trial here.

What is RollWorks?

RollWorks is an account-based marketing and advertising platform owned by NextRoll, Inc., a San Francisco company founded in 2006. In August 2025, RollWorks was folded back into the AdRoll brand as "AdRoll ABM," consolidating two separate brands under one umbrella. The product itself did not change: existing logins, campaigns, audiences, and reporting stayed intact.

The platform draws on 2.6 billion digital identities, 92 million contacts, and 18 million vetted B2B companies. Its AI engine, InIQ, surfaces early buying signals from that data, while BidIQ makes over 2.5 trillion predictions daily to optimize ad delivery across channels. RollWorks serves over 110,000 brands worldwide and targets B2B marketers, particularly lean demand-gen teams in technology and business services that want to run account-based advertising programs without large headcount.

RollWorks Pros and Cons

RollWorks Key Features

Buyer Insights and Account Intelligence

B2B marketers face a persistent challenge: most target accounts are not in-market at any given time, so undirected advertising wastes budget on accounts not yet ready to consider a purchase. RollWorks addresses this by combining firmographic fit scoring with behavioral intent signals to build a continuously updated picture of which accounts deserve prioritization.

The intelligence layer starts with ICP Fit Grading. Marketers configure ICP models using firmographic attributes, and InIQ builds a predictive scoring model that grades accounts A through F, pushing scores directly to Salesforce and HubSpot.

Intent detection draws from three streams: AdRoll Keyword Intent (open web content consumption), Bombora Company Surge Intent (account-level topic research over a 12-week baseline), and G2 Intent (software comparison activity). Journey Prediction combines these signals to surface accounts reportedly 5X or 25X more likely to become an open opportunity, trained on the customer's own CRM data.

Multi-Channel Advertising

Where many ABM platforms treat advertising as an integration, RollWorks combines B2B audience segmentation with a cross-channel demand-side platform in one application. Buyer intent data activates ad campaigns directly, without a separate DSP.

The channel range covers display (static and animated HTML5), connected TV reaching 200 million CTV viewers across 100+ streaming networks, social advertising across TikTok, Facebook, Instagram, and Pinterest, plus native, video, mobile, and DOOH advertising. BidIQ processes 2.5 trillion predictions daily and factors in 80+ intent signals per impression to optimize delivery.

GTM Orchestration and Workflows

RollWorks automates the marketing-to-sales handoff through workflows, journey stages, and CRM integration. AdRoll ABM Workflows trigger cross-channel actions based on buyer signal changes, connecting CRM campaigns to Outreach, Salesloft, Slack, and Salesforce or HubSpot. Journey Stages map accounts to lifecycle position (Unaware through Revenue) with daily export to CRM. Email alerts fire when assigned accounts spike in intent, and the Sales Insights Widget lets reps view account intelligence inside Salesforce.

The workflow orchestration is best for demand-gen and marketing operations teams managing account-based programs at the segment or tier level, where advertising activity and buyer signal changes drive automated next actions. It is not a substitute for sales-side prospecting or territory planning tools.

Measurement and Attribution

RollWorks provides two primary measurement reports: the Revenue Impact Report, which ties ABM and advertising activity to pipeline and closed-won revenue, and the Advertising Engagement Report, which tracks account-level engagement across channels. The attribution methodology relies on bidirectional CRM sync, tracking which accounts progressed through Journey Stages during active campaign windows.

A meaningful limitation: multi-touch attribution across the full buyer journey depends heavily on how well the CRM captures offline interactions. Teams whose sales cycles involve significant offline conversation activity, demos, and relationship-building will find the closed-loop measurement less complete than platforms that capture conversation intelligence.

What RollWorks Does Well

Three capabilities stand out as genuine strengths in this RollWorks review.

First, the in-house DSP architecture. Most ABM platforms require a separate demand-side platform or media-buying relationship to activate account-targeted ads. RollWorks runs its own DSP, which means buyer intelligence, ad targeting, and bidding optimization all live in one system. The BidIQ engine's claim of "5X more ROI than other ABM platforms" reflects the operational advantage of not routing data through multiple vendor handoffs.

Second, bundled pricing. RollWorks includes audiences, integrations, and measurement in its ABM package pricing rather than charging add-on fees for each. For lean teams managing tight budgets, this simplifies forecasting. Customer outcomes reflect this efficiency: Snowflake reported a 50% new opportunity rate, 75% lift in SDR-booked meetings, and a 3X meeting rate using RollWorks, and Total Expert reached 93% of priority SAM accounts with 100% closed-won attribution.

Third, the account intelligence layer. For demand-gen teams whose ABM strategy centers on account segmentation and multi-tier advertising plays, the combination of ICP fit grading (A through F), multi-source intent signals, and Journey Stage automation provides a workable foundation. PitchBook reduced CPC by 37.9% and shortened their sales cycle by 14.9% using RollWorks.

Where RollWorks Falls Short

Honest RollWorks reviews need to address four structural limitations, because they define which teams should not choose this platform.

No B2B contact database. RollWorks provides account-level intelligence for advertising but does not include a contact database with verified emails and direct-dial phone numbers. Sales teams targeting specific decision-makers at identified accounts need a separate tool for outreach. This is the most common limitation flagged in G2 reviews from enterprise demand-gen teams managing full-funnel programs.

No conversation intelligence or seller workflow. RollWorks has no equivalent of a conversation intelligence layer. There is no call recording, transcript analysis, or deal-movement tracking tied to what was actually discussed in customer meetings. Sales reps cannot see deal-level context inside their prospecting workflow. Teams that use ABM signals to drive sales motion, not just advertising, will find the platform incomplete.

Gated, opaque pricing for ABM tiers. All three ABM tiers (Account-Based Advertising, Account-Based Marketing + Advertising, and Account-Based Marketing) require a sales demo to obtain pricing. No dollar amounts are published on adroll.com/pricing. Third-party sources estimate $12,000 to $50,000 per year, but those figures are unverified and may not reflect current packaging.

Brand migration confusion. The August 2025 rebrand from RollWorks to AdRoll ABM left rollworks.com redirecting inconsistently, with product documentation split between rollworks.com help center and adroll.com marketing pages. Teams evaluating the platform encounter this friction during research and onboarding.

RollWorks Pricing

Source: adroll.com/pricing. For a detailed breakdown of what is included at each tier, see our RollWorks pricing guide.

What Users Say About RollWorks

G2 rates AdRoll ABM (formerly RollWorks) at 4.3 out of 5 stars. G2 has awarded multiple badges including Leader, Easiest Setup, Users Love Us, Best Estimated ROI, and High Performer. Forrester named RollWorks a Strong Performer in ABM platforms, recognizing it as a feature-rich option for organizations that do not want to pay a premium for enterprise ABM capabilities. Gartner named it a Visionary in the 2024 Magic Quadrant for Account-Based Marketing Platforms, an upgrade from Niche Player the prior year.

Common praise from reviewers: advertising execution quality, ease of setup, Salesforce and HubSpot integration reliability, and value for lean marketing teams.

Common complaints: pricing opacity (no published ABM tier prices), the $10,000/month CTV minimum budget, no contact database for sales outreach, and friction during the rollworks.com to adroll.com migration.

When to Consider ZoomInfo Instead

If your ABM strategy goes beyond advertising, specifically if you need a verified contact database, sales workflow tools, conversation intelligence, or a unified intelligence layer that explains why deals move, then ZoomInfo is the more complete alternative.

ZoomInfo is an all-in-one AI GTM Platform built on three interconnected pillars. The data foundation covers 500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails, all verified by a combination of AI systems and 300+ human researchers. That contact-level data is what makes ZoomInfo best for teams that need advertising AND direct outreach to work from the same account intelligence.

The GTM Context Graph is the intelligence layer that captures not just what happened in your pipeline, but why. It fuses ZoomInfo's B2B data with your CRM records, conversation transcripts, email interactions, and behavioral signals into a unified reasoning layer that processes 1.5B+ data points daily. RollWorks can tell you which accounts show intent. The GTM Context Graph connects that signal to what the CFO asked on the last call and what the account's engagement pattern actually predicts about their decision timeline.

The third pillar is Universal Access: GTM Workspace for sellers, GTM Studio for marketers and RevOps, and APIs and ZoomInfo MCP for teams building AI agents or custom workflows. The same intelligence is available in any surface, without duplication or data lag.

Demand-gen teams have reported strong outcomes: Mendix improved MQL-to-opportunity conversion 14x, from 2% to over 28%, and Redwood Logistics cut CPC by 99% and saved 25 hours a week after switching their advertising motion to ZoomInfo Marketing. ZoomInfo is a Leader in Gartner's ABM Platforms Magic Quadrant and a Leader in the Forrester Wave for Intent Data.

For teams evaluating the full competitive landscape, see also our RollWorks alternatives guide and the 6sense vs. RollWorks comparison.

To explore ZoomInfo's ABM and demand-gen capabilities, start a free trial.

RollWorks vs. ZoomInfo: Key Differences

Frequently Asked Questions About RollWorks

Is RollWorks worth it?

Yes, for teams whose ABM strategy is primarily advertising-driven. The in-house DSP, bundled pricing, and account intelligence layer deliver operational efficiency for lean demand-gen teams running account-based advertising programs. It is not worth the trade-off for teams that also need a contact database, conversation intelligence, or seller workflow tools. Those teams will end up paying for RollWorks plus separate tools to fill the gaps.

What do users say about RollWorks?

G2 rates AdRoll ABM (formerly RollWorks) at 4.3 out of 5 stars with Leader, Easiest Setup, and Best Estimated ROI badges. Common praise covers ad execution quality, HubSpot and Salesforce integration, and ease of setup for lean teams. Common complaints center on pricing opacity, no published ABM tier prices, and the lack of a native contact database for sales outreach.

What happened to RollWorks, is it now AdRoll?

Yes. In August 2025, parent company NextRoll unified its portfolio and renamed RollWorks to AdRoll ABM. The product, roadmap, and customer teams stayed the same. Only the brand changed. rollworks.com now redirects to adroll.com product pages, though the help center at help.rollworks.com remains active.

What is a good alternative to RollWorks?

ZoomInfo is the most comprehensive alternative for teams that need ABM as part of a broader GTM platform, adding 500M verified contacts, conversation intelligence, and seller workflow tools to the account-based advertising motion. For teams specifically evaluating advertising-first ABM competitors, see our RollWorks alternatives guide for a side-by-side breakdown.

Does RollWorks publish its pricing?

Only partially. The Account-Based Retargeting plan and the self-service Ads plan are free-to-start or PAYG. The three core ABM tiers all require requesting a demo to get pricing. No dollar amounts for ABM packages are published at adroll.com/pricing. Third-party estimates range from $12,000 to $50,000 per year, but these are not vendor-confirmed. For a current breakdown, see our RollWorks pricing guide.

More RollWorks comparisons and guides

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

• [7 Best RollWorks Alternatives [2026]](https://pipeline.zoominfo.com/sales/rollworks-alternatives)

• 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?