RollWorks Review: Comprehensive 2026 Assessment

RollWorks, now officially called AdRoll ABM, promises one thing: connect account-based buyer intelligence to multi-channel advertising in a single platform. For B2B marketing teams that want to find the right accounts and serve them targeted ads across display, video, social, and connected TV, it delivers. But as ABM strategies grow more sophisticated, the question is whether advertising-centric ABM is enough.

To write this RollWorks review, we analyzed it in detail. We believe it's the right choice if:

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

• Your primary ABM motion is digital advertising across display, video, social, and CTV

• You need a platform built for small 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

• You want sales prospecting, conversation intelligence, and ABM 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

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

In this case, you should consider ZoomInfo: an 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's 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. ZoomInfo is a Leader in Gartner's ABM quadrant and the Forrester Wave for Intent Data.

We've included a detailed look at ZoomInfo later in this review as the broader alternative for teams that need ABM as part of a complete go-to-market platform. If you're ready to explore what a data-first GTM platform can do, you can start a free trial.

What is RollWorks?

RollWorks is an account-based marketing platform owned by NextRoll, Inc., a San Francisco company founded in 2006 as AdRoll.

The original AdRoll product served B2C and ecommerce brands with retargeting and performance advertising. In February 2018, the company launched RollWorks as a dedicated B2B brand, recognizing that B2B sales cycles, multi-stakeholder buying committees, and account-level attribution needed different tooling than consumer marketing.

In August 2025, RollWorks was folded back into the AdRoll brand as "AdRoll ABM," consolidating two separate brands under one umbrella. The company stated that the product didn't change: existing logins, campaigns, audiences, and reporting stayed intact.

The platform draws on 2.6 billion digital identities, 92 million contacts, and 25 million companies. Its AI engine, InIQ, surfaces early buying signals and identifies accounts reportedly 4X more likely to convert. The bidding engine, BidIQ, makes over 2.5 trillion predictions daily to optimize ad delivery across channels.

RollWorks serves over 110,000 brands worldwide (combined across AdRoll and AdRoll ABM). It targets B2B marketers, particularly small teams in technology and business services that want to run ABM without large headcount.

RollWorks Pros & Cons

RollWorks Review: How it Works & Key Features

Buyer Insights & Account Intelligence: RollWorks combines ICP scoring, intent signals, and engagement data to prioritize accounts approaching a purchase decision.

B2B marketers face a persistent problem: roughly 85% of target accounts aren't in-market at any given time, so undirected outreach wastes budget on accounts not ready to buy. RollWorks addresses this by combining firmographic fit scoring with behavioral intent signals to build a continuously updated picture of which accounts matter now.

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

Source: RollWorks

Intent detection draws from three streams. AdRoll Keyword Intent analyzes content consumption from the open web beyond Bombora's B2B site network. Bombora Company Surge Intent tracks account-level intent over a 3-week period against a 12-week baseline. G2 Intent captures signals from software comparison activity.

These signals converge in Journey Prediction, which surfaces accounts 5X or 25X more likely to become an open opportunity, trained on the customer's own CRM data rather than generic benchmarks. The Account Spike model compares daily engagement against a 3-day baseline and flags spiking accounts (reportedly 1.3X more likely to close). The ABM Command Center consolidates buying signals and recommends next actions.

Source: RollWorks

Multi-Channel Advertising: RollWorks operates its own demand-side platform for account-targeted ads across every major digital channel.

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 is wide.

Display advertising supports static, animated HTML5, and dynamic ads, with free custom display ads every 90 days. Connected TV reaches 200 million CTV viewers across 100+ streaming networks including HBO Max, ESPN, Paramount, Roku, and Tubi, with zip-code-level targeting. Social advertising covers TikTok, Facebook, Instagram, and Pinterest from a single interface. Native advertising delivers 53% more engagement than display. Video, mobile, and DOOH advertising round out the offering.

Source: AdRoll

BidIQ handles optimization, processing 2.5 trillion predictions daily and factoring in 80+ intent signals per impression. Dynamic ads pull from product feeds for personalization and reportedly earn 2X more clicks than static versions.

Ad inventory flows through direct publisher relationships and major SSP partners including AdX, Index, Magnite, Microsoft, Outbrain, OpenX, Taboola, PubMatic, and Triplelift, with HUMAN Security filtering invalid traffic.

GTM Orchestration: RollWorks automates marketing-to-sales handoffs through workflows, journey stages, and CRM integration.

GTM Orchestration is RollWorks' answer to the alignment problem between marketing and sales teams working from different data. The platform automates handoffs and coordinates strategy across systems using buyer data as the link.

AdRoll ABM Workflows automate cross-channel programs based on buyer signal changes, triggering actions across CRM campaigns, Outreach, Salesloft, Slack, and more. Journey Stages map accounts to their lifecycle position with daily data export to Salesforce and HubSpot. Email alerts fire when assigned accounts spike in intent, and the Sales Insights Widget lets reps view account intelligence inside Salesforce.

Source: RollWorks

CRM integrations run both ways. The Salesforce integration pushes ICP Fit Grades into account records, surfaces Hot Contacts, and syncs daily. HubSpot workflow actions let users launch AdRoll ABM workflows from HubSpot triggers. The platform integrates with 20+ tools including Outreach, Salesloft, Marketo, and Sendoso.

Analytics & Attribution: RollWorks tracks performance from impression to closed-won with multiple attribution models.

RollWorks provides two analytics layers: campaign-level performance metrics and account-level ABM impact reporting. The platform tracks 30+ campaign metrics across performance, conversion, and pipeline revenue categories.

The Cross-Channel Attribution Dashboard unifies data from major ad platforms including Facebook, Instagram, TikTok, Pinterest, Google Ads, Snapchat, Amazon Ads, Microsoft Ads, LinkedIn Ads, and X Ads, alongside email, SMS, ecommerce, and CRM data. Three attribution views (Attributed, Assisted, and Pathways) show direct credit, supporting influence, and specific conversion path sequences. Users can choose from 9 attribution models including last click, first touch, linear, positional, and time decay.

Source: AdRoll

ABM-specific metrics include pipeline measures such as Sales Cycle Length, Opportunity Win Rate, Average Opportunity Size, Accounts Reached, and Accounts Visited. The platform provides industry benchmarks on CPM, CTR, and CPC, along with brand lift surveys measuring ad impact on perception.

Pricing Structure: RollWorks uses a dynamic CPM model with four ABM tiers, though only one has published terms.

RollWorks operates on a dynamic CPM pricing model for advertising, where cost per impression varies with real-time demand. There is no fixed per-seat license fee for the advertising component.

The platform offers four ABM packages:

Account-Based Retargeting (self-service): No platform fee; pay only for media. Includes retargeting campaigns, free creative support, and the AI Assistant.

Account-Based Advertising (contact sales): Adds first-party data activation and multi-channel advertising beyond retargeting.

Account-Based Marketing (contact sales): Adds buyer insights, customizable journey stages, workflow orchestration, and advertising playbooks.

Account-Based Marketing + Advertising (contact sales): The full tier, combining ABM software with advertising strategies and revenue team collaboration.

No dollar figures are published for the three sales-gated tiers. Additional costs include social ads as an add-on on lower tiers, cross-channel attribution as an add-on on lower tiers, and a $10,000/month minimum per CTV campaign. Self-service accounts are billed weekly; managed accounts can access monthly invoicing with a $5,000/month minimum spend.

Source: AdRoll

Where RollWorks Falls Short

RollWorks delivers strong ABM advertising, but several limitations surface for teams with broader go-to-market needs. These gaps reflect a platform built for marketing-led advertising, not full-funnel revenue operations.

No Native Contact Database or Sales Prospecting.

RollWorks doesn't include a B2B contact database with verified emails and direct-dial phone numbers. Sales teams can't prospect for new contacts, build outreach lists, or access org charts through the platform. The buyer insights identify accounts worth targeting, but reaching specific decision-makers requires separate tools.

No Native Sales Engagement.

The platform relies on integrations with Outreach, Salesloft, and similar tools for email sequences and sales engagement. Marketing can identify and advertise to in-market accounts, but the handoff to sales requires additional software. Teams wanting one platform for both ABM and direct sales outreach will find a gap.

Pricing Opacity.

Three of four ABM tiers require contacting sales with no published pricing. For smaller B2B teams evaluating options, this creates friction during research. The lack of transparent pricing makes it hard to compare costs against platforms that publish their rates.

Advertising-Centric ABM.

RollWorks' heritage is in digital advertising, and it shows. The platform works best when the primary ABM motion is running targeted ads. For teams whose ABM strategy centers on direct sales outreach, email sequences, or conversation-driven selling, the advertising focus may not match their primary channel.

Brand and Web Presence in Transition.

The August 2025 rebrand from RollWorks to AdRoll ABM created confusion. Multiple rollworks.com pages return 404 errors or redirect inconsistently, and the web presence is still mid-migration. For buyers doing due diligence, the fragmented experience raises questions.

Gartner Visionary, Not Leader.

The move from Niche Player to Visionary shows progress, but the platform isn't in the Leaders quadrant alongside Demandbase and other vendors. For enterprise procurement teams with strict vendor qualification criteria, this ranking matters.

These limitations aren't failures. They reflect RollWorks' deliberate focus on advertising-led ABM for lean marketing teams. But they create clear gaps for organizations that need their ABM platform to connect to broad data, sales execution, and full-funnel intelligence.

Top RollWorks Alternative: ZoomInfo

ZoomInfo addresses RollWorks' limitations by starting from a broader foundation. Where RollWorks is an ABM advertising platform, ZoomInfo is an AI GTM platform built on three pillars: B2B data at industry-leading scale, the GTM Context Graph (an intelligence layer that captures why deals move or stall), and access through native front-ends for sellers and marketers or APIs and MCP for any other tool.

ZoomInfo is a Leader in Gartner's ABM quadrant for two consecutive years (2024 and 2025), a Leader in the Forrester Wave for Intent Data Providers, and the only vendor in Customers' Choice with a 4.7/5.0 average rating.

Comprehensive B2B Data: ZoomInfo provides the verified contacts, company intelligence, and intent signals that RollWorks lacks.

RollWorks identifies which accounts to target. ZoomInfo tells you who to reach at those accounts and gives you verified ways to contact them.

The data platform covers 500M contacts, 100M companies, 135M+ verified phone numbers, 120M direct-dial phone numbers, and 200M+ verified business email addresses. This isn't static data. A multi-source verification pipeline backed by 300+ human researchers delivers 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."

Source: ZoomInfo

Beyond contacts, ZoomInfo provides 300+ company attributes for market segmentation, department org charts with decision-makers' contact details, and technographic profiles across 30,000+ technologies for 30M+ companies.

Buyer Intent tracks signals from 210M IP-to-Organization pairings and 6 trillion+ new keyword-to-device pairings monthly. Guided Intent, exclusive to ZoomInfo, identifies topics correlated with deal success rather than requiring manual topic selection.

For sales teams, this means the direct dial actually rings and the email actually lands. For marketers, TAM modeling becomes a verified census of the addressable market. RollWorks offers account-level intelligence for advertising; ZoomInfo provides contact-level intelligence for every go-to-market motion.

"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)

GTM Context Graph: ZoomInfo's intelligence layer captures not just what happened in a deal, but why.

RollWorks combines ICP fit, intent signals, and engagement data for account prioritization.

ZoomInfo goes further with the GTM Context Graph, which fuses ZoomInfo's B2B data with a customer's CRM records, conversation transcripts, email interactions, and behavioral signals into a single intelligence layer that processes 1.5B+ data points daily.

The difference: a CRM records that a deal moved from Stage 3 to Stage 4. RollWorks can tell you which accounts show intent. The GTM Context Graph connects all of it, capturing that the CFO joining the last call and asking about six-month ROI is what accelerated the deal.

That intelligence flows into every action downstream: the follow-up email addresses the specific concern because the system understands why it matters, and the next play targets accounts whose signal combinations match your actual win patterns rather than a keyword threshold.

Source: ZoomInfo

This is powered partly by Chorus, ZoomInfo's conversation intelligence engine, which captures every customer call, meeting, and email and extracts the context behind deal movement. Seismic attributed 39% of active pipeline to opportunities identified or influenced by ZoomInfo signals, with 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. And people have responded to them right away." — Toby Carrington, Chief Business Officer (Seismic)

GTM Studio & Marketing: ZoomInfo provides ABM orchestration with native advertising and multi-channel play execution.

ZoomInfo's ABM capabilities go beyond what RollWorks offers.

GTM Studio is an orchestration canvas where marketers, RevOps, and GTM engineers build audiences using natural language, enrich with first- and third-party data, define triggers, and activate plays across channels, without engineering support.

Pre-built GTM plays cover inbound acceleration, champion tracking, competitive displacement, and ICP targeting, all launchable in one click. Multi-channel orchestration triggers email, calls, ads, and direct mail based on buyer behavior. Expansion plays that used to take 3 weeks now launch in 30 minutes.

Source: ZoomInfo

ZoomInfo Marketing includes a native demand-side platform for display advertising based on 300+ company attributes, FormComplete for reducing forms to a single field while auto-appending data, and contact-level site visitor identification. Smartsheet reported a 40%+ increase in form fills, 84% increase in MQLs, and 59% increase in win rate using these tools.

Where RollWorks gives marketing teams an advertising platform with ABM intelligence, ZoomInfo gives them a complete GTM orchestration layer that includes advertising alongside direct outreach, sales routing, and pipeline measurement.

"ZoomInfo has literally changed the way we go to market." — Jeremy Melius, Sr. Director of Marketing Operations (Impartner)

Universal Access: ZoomInfo delivers intelligence through native front-ends, APIs, and MCP into any tool.

RollWorks integrates with 20+ platforms and provides 8+ public APIs. ZoomInfo takes a broader approach.

GTM Workspace gives sellers a single screen where prioritized accounts, AI-drafted outreach, and deal execution converge. GTM Studio gives marketers and RevOps the orchestration canvas. For teams building beyond ZoomInfo's own products, Enterprise APIs and MCP expose the same intelligence to any custom agent, internal tool, or partner platform (from Anthropic Claude to Google to proprietary systems).

Source: ZoomInfo

All three access methods draw from the same GTM Context Graph: the same data, the same intelligence, the same continuously learning model. API access is included in all relevant plans. ZoomInfo also offers a permanent free tier, ZoomInfo Lite, with access to the B2B database, 10 monthly export credits, the Chrome extension, and WebSights Lite.

ZoomInfo Pricing: Custom-quoted plans across Sales, Marketing, and ABM tiers, with a permanent free entry point.

ZoomInfo uses a custom-quoted subscription model. Pricing depends on number of users, monthly credit volume, features, and contract length.

Sales plans span three tiers: Professional (contact and company data, CRM integrations, Chrome extension, AI email generation), Advanced (adds intent signals, Account Fit Score, Champion Tracking, automated workflows), and Enterprise (adds real-time buyer intent, advanced signals, custom integrations, dedicated service manager, AI account summaries).

Marketing plans include Marketing Demand (75K credits, 25 intent topics, audience targeting, GTM workflows), ABM Lite (100 intent topics, display network, social advertising, buying-group identification), and ABM Enterprise (150K credits, unlimited intent topics, unlimited display campaigns, AI scoring and recommendations).

ZoomInfo Lite provides permanent free access with no credit card or time limit, including B2B database access, 10 monthly export credits, the Chrome extension, and WebSights Lite. A 7-day free trial of paid features is also available.

Source: ZoomInfo

RollWorks or ZoomInfo: Comparison Summary

Final Verdict

The choice between RollWorks and ZoomInfo depends on whether your ABM strategy is primarily an advertising motion or part of a broader go-to-market operation.

Choose RollWorks if your primary need is connecting account-based buyer intelligence to multi-channel advertising.

It works well for lean B2B marketing teams that want to identify high-fit accounts, serve them targeted ads across display, video, social, and connected TV, and measure pipeline impact from one platform. The free retargeting tier and bundled pricing make it accessible for teams starting ABM through advertising.

If your sales team handles prospecting through separate tools and your marketing motion is advertising-first, RollWorks delivers focused value.

Choose ZoomInfo if you need ABM as part of a complete go-to-market platform spanning data, intelligence, sales execution, and marketing orchestration.

ZoomInfo's B2B data gives your sales team verified contacts to reach, the GTM Context Graph gives your revenue organization the context behind deal movement, and access through GTM Workspace, GTM Studio, and APIs/MCP ensures that intelligence reaches every team and tool.

For organizations where ABM, sales prospecting, conversation intelligence, and pipeline analytics need to draw from one intelligence layer, ZoomInfo provides the foundation that advertising-centric platforms cannot.

Get started with ZoomInfo here.

RollWorks FAQ

What is RollWorks called now?

RollWorks was rebranded to AdRoll ABM in August 2025. The product was folded into the AdRoll brand, consolidating two separate brands under NextRoll, Inc. The product itself did not change; existing logins, campaigns, audiences, and reporting stayed intact. The rollworks.com domain now redirects to AdRoll ABM pages.

Does RollWorks have a free plan?

Yes. The Account-Based Retargeting tier has no platform fee; you pay only for media spend on retargeting campaigns. It includes retargeting campaigns, free creative support, and the AI Assistant. It does not include buyer insights, journey stages, or orchestration features from the higher ABM tiers.

ZoomInfo offers a permanent free tier called ZoomInfo Lite that includes B2B database access, 10 monthly export credits, the Chrome extension, and WebSights Lite.

How much does RollWorks cost?

RollWorks does not publish pricing for its three core ABM tiers (Account-Based Advertising, Account-Based Marketing, and Account-Based Marketing + Advertising). All require contacting sales for a quote. The advertising component uses a dynamic CPM model where cost per impression varies with real-time demand.

Additional costs include social ads and cross-channel attribution as add-ons on lower tiers, and a $10,000/month minimum for CTV campaigns.

Does RollWorks include a B2B contact database?

No. RollWorks provides account-level intelligence and advertising but does not include a contact database with verified emails or direct-dial phone numbers. Sales teams needing to reach specific decision-makers at target accounts would need a separate data provider.

ZoomInfo includes 500M contacts, 120M direct-dial phone numbers, and 200M+ verified business emails as part of its platform.

What intent data sources does RollWorks use?

RollWorks draws intent from three sources: AdRoll Keyword Intent (proprietary, analyzing content consumption from the open web), Bombora Company Surge Intent (aggregated B2B publisher intent scored against a 12-week baseline), and G2 Intent (software comparison activity).

ZoomInfo tracks intent from 210 million IP-to-Organization pairings and 6 trillion+ new keyword-to-device pairings monthly, and offers Guided Intent, which identifies topics correlated with deal success using the customer's own CRM data.

Where does RollWorks rank in Gartner's ABM Magic Quadrant?

RollWorks was named a Visionary in the 2024 Gartner Magic Quadrant for Account-Based Marketing Platforms, an upgrade from Niche Player the prior year. ZoomInfo was named a Leader in the same quadrant for both 2024 and 2025, and was the only vendor in Gartner's Customers' Choice quadrant with a 4.7/5.0 average rating.

Can RollWorks handle sales outreach and email sequencing?

No. RollWorks does not include native email sequencing or sales engagement tools. The platform relies on integrations with Outreach, Salesloft, and similar tools for direct sales outreach.

ZoomInfo includes native sales automation through its Salesloft partnership, AI-generated outreach in GTM Workspace, and multi-channel orchestration through GTM Studio covering email, calls, ads, and direct mail.

What CRM integrations does RollWorks support?

RollWorks offers bidirectional integrations with Salesforce and HubSpot, plus a Marketo integration. The Salesforce integration pushes ICP Fit Grades, surfaces Hot Contacts, and syncs daily. HubSpot workflow actions can launch AdRoll ABM workflows from HubSpot triggers. The platform connects with 20+ tools total.

ZoomInfo's marketplace lists 120+ integrations, including Salesforce, HubSpot, Microsoft Dynamics 365, Snowflake, and cloud partnerships with AWS and Google Cloud.