What is RollWorks?
RollWorks is an account-based marketing (ABM) platform that helps B2B companies find the accounts most likely to buy, reach them with targeted ads, and measure how that activity turns into pipeline. In August 2025 it was renamed AdRoll ABM and brought under the AdRoll brand, which is owned by NextRoll. The core product stayed the same, so existing users kept the same data, features and workflows under a new name.
The platform combines your CRM and website data with AdRoll's own intent and fit signals. It scores accounts, flags those showing buying interest, and lets marketing and sales act on the same list. Ads run across display, social, video, connected TV and other channels. Reporting then links campaigns to opportunities and revenue so teams can see which accounts moved forward.
RollWorks at a glance
How does RollWorks work?
- Define your ideal customer
A machine learning model grades accounts on firmographic, technographic and location data to build an ideal customer profile from your best customers.
- Find in-market accounts
The InIQ intent engine and keyword intent data surface accounts researching topics related to your product, including ones not yet in your CRM.
- Launch targeted campaigns
You build audiences from more than 100 parameters and run ads across display, native, video, social, connected TV and digital out-of-home.
- Alert sales and sync data
Engaged accounts trigger sales alerts, CRM updates and handoff workflows, so reps see who is warming up.
- Measure pipeline impact
Revenue impact reports and CRM data pushes show how target accounts progress from first touch to closed deals.
RollWorks key features
InIQ intent engine
Analyzes billions of monthly intent signals to spot accounts that appear to be actively researching a purchase.
ICP fit grading and journey predictions
Scores accounts on fit and predicts which are most likely to become open opportunities, so teams focus budget where it counts.
ABM Command Center
An interactive dashboard for segmenting accounts, viewing journey events and choosing next steps such as building lists or sending priority accounts to sales.
Multichannel advertising
Runs account-based ads across display, mobile, social, video, connected TV and out-of-home, with BidIQ handling bidding and budget pacing.
Sales alerts and workflows
Automated emails, CRM dashboard insights and triggered handoffs keep sales informed about engaged accounts.
AI ad builder
Generates ad sets, expands images and suggests copy based on your website, with optional help from AdRoll's creative team.
Revenue reporting and API
Ties ABM activity to pipeline and revenue, pushes data back to your CRM and offers API access for data warehouses.
Why use RollWorks?
- It puts account scoring, intent data and advertising in one platform instead of separate tools.
- Intent signals help you reach accounts that are researching a purchase before they fill out a form.
- Sales alerts and CRM syncing keep marketing and sales working from the same target account list.
- Reporting connects ad spend to opportunities and revenue, which helps justify ABM budgets.
- Being part of AdRoll gives access to a broad ad network and an established creative and support team.
Who is RollWorks best for?
A good fit for
- B2B SaaS and technology companies running account-based programs
- Mid-market marketing teams that want ABM advertising without building a large tech stack
- Demand generation teams that need intent data to prioritize accounts
- Revenue teams that want marketing activity reported in the CRM
Less suited to
- B2C brands or ecommerce stores, which are better served by standard retargeting tools
- Very small teams that cannot commit budget to paid media and a sales-led ABM process
- Buyers who want transparent, self-serve pricing for the full ABM package
RollWorks pricing
| Pricing model | Contact sales |
|---|---|
| Free plan | No |
| Free trial | Not confirmed |
| Starting price | Contact sales (no ABM prices published) |
AdRoll lists ABM packages for account-based advertising, full ABM, and ABM plus advertising, all priced through a demo request. A separate account-based retargeting option has no fee to start, and you pay only for media.
Prices checked October 2026. Vendors change plans often, so confirm on the official RollWorks pricing page before you buy.
RollWorks pros and cons
Pros
- Strong intent data and fit scoring for prioritizing target accounts
- Wide range of ad channels, including connected TV and out-of-home
- Clear link between ABM activity and pipeline in reporting
- Backed by AdRoll's established ad platform and support team
Cons
- ABM pricing is not published and requires a sales conversation
- The 2025 rebrand means older guides and reviews still use the RollWorks name
- Best results depend on clean CRM data and an active sales follow-up process
RollWorks integrations and platforms
Works with
Available on
RollWorks alternatives
See the full shortlist in Best ABM Platforms.
RollWorks FAQ
What happened to RollWorks?
RollWorks was rebranded as AdRoll ABM in August 2025. AdRoll and RollWorks were both owned by NextRoll, and the company moved its account-based marketing product under the AdRoll name. The features stayed the same, and visits to rollworks.com now redirect to the AdRoll website.
What is RollWorks used for?
RollWorks is used for account-based marketing. B2B teams use it to identify accounts that match their ideal customer profile, detect buying intent, run targeted ads to those accounts, alert sales when accounts engage, and measure how campaigns affect pipeline and revenue in the CRM.
How much does RollWorks cost?
AdRoll does not publish prices for its ABM packages. You request a demo and receive a quote based on your needs. The only option with a clear entry point is account-based retargeting, which has no setup fee and charges only for the media you buy.
RollWorks vs Demandbase: what's the difference?
Both are B2B account-based marketing platforms with intent data, account scoring and advertising. RollWorks, now AdRoll ABM, is often positioned for mid-market teams and leans on AdRoll's ad network. Demandbase is usually aimed at larger enterprises with more complex data needs. Compare demos and quotes for your own account volume.
Does RollWorks integrate with Salesforce and HubSpot?
Yes. AdRoll lists Salesforce and HubSpot among its reporting integrations, and the ABM platform pushes account data, alerts and revenue reporting back into your CRM. Confirm the exact sync options for your package with the AdRoll team during a demo.
Sources
This overview is based on RollWorks's official website and documentation, checked October 2026.