- Verified by BizGlocal
Entry-Priced Account-Based Marketing Platform for B2B Teams
- 350+ Employees
- Founded In 2007
- San Francisco, CA
- Serves 8+ Industries
About RollWorks (now AdRoll ABM)
Industry leader in connected fleet operations
Market Position
Value-oriented ABM platform aimed at mid-market and growth-stage B2B teams, now part of the AdRoll brand.
Innovation Focus
AI-assisted account targeting, predictive fit scoring, AI bidding and a new in-platform AI Assistant.
Core Strengths
Account-based display and social advertising, HubSpot and Salesforce sync, intent signals and ease of use.
Use Cases
Target account list building, account-based advertising, retargeting, sales alerts and pipeline attribution.
Core Products & Solutions
Account Identification and ICP Tools
Predictive AI builds and expands target account lists from firmographic, technographic and CRM data, with enhanced contact discovery and ICP tools added after the rebrand.
Fit, Intent and Engagement Scoring
Accounts are scored on fit, content-consumption intent (Bombora-sourced on higher tiers) and website and ad engagement, so teams can prioritize accounts that are in market.
Account-Based Advertising
Multi-channel campaigns reach target accounts across display, native, video, mobile, social, connected TV and digital out-of-home placements, driven by an AI bidding engine.
Account-Based Retargeting
Behavior-based retargeting serves personalized ads to known site visitors, and AdRoll lists this package as free to start with customers paying only for media.
Sales Alerts and CRM Sync
Bi-directional integrations with Salesforce, HubSpot and Marketo push account journey stages and spike alerts to sales so reps can act on heating accounts.
Revenue Impact and Journey Analytics
Cross-channel attribution, journey analytics and revenue impact reporting show how campaigns influence opportunities and pipeline over time.
Pricing Overview
Account-Based Retargeting
Teams testing ABM with existing website traffic
No platform fee to get started, pay only for media
- Retargeting of known website visitors
- Account-level audience targeting
- Personalized ad creative by page visited
- View-through conversion insights
- Self-serve campaign setup
- Upgrade path to full ABM packages
Starter
Small and early-stage ABM teams with under 1,000 target accounts
From
$975/mo
From $975/month at launch; about $10,000 to $12,000/year in current third-party estimates
- Account targeting and account list building
- Display advertising to target accounts
- Basic HubSpot or Salesforce sync
- Account journey stages
- Standardized onboarding and training
- Annual contract, media billed separately
Standard, Professional and Ultimate
Mid-market and enterprise teams running full ABM programs
About
$15,000 to $50,000/yr
About $15,000 to $50,000/year for Standard and Professional; Ultimate is custom, typically $40,000+
- Bombora-sourced intent data and spike alerts
- Fit, intent and engagement scoring
- Multi-touch attribution and LinkedIn Ads integration
- Personalization tools
- Individualized ABM strategy and execution services
- Dedicated customer success manager and custom integrations on Ultimate
Who Is RollWorks (now AdRoll ABM) Best For?
Small Businesses
1-25 EmployeesSmall B2B teams can start with free-to-start retargeting or a Starter package, but the annual contract and separate media budget make a full program a meaningful commitment at this size.
Mid-Market Companies
26-100 EmployeesThis is the core fit: teams get account advertising, CRM sync and scoring at a fraction of the price of enterprise ABM suites, with hands-on onboarding support.
Enterprise Companies
100+ EmployeesLarger organizations can use Ultimate for custom integrations and dedicated success management, though some may find reporting depth and contact-level granularity thinner than Demandbase or 6sense.
B2B SaaS Teams
Any SizeSoftware companies running HubSpot or Salesforce with a defined target account list get the most value, as most published case studies come from SaaS and technology firms.
Measurable Impact & Benefits
18%
Higher Win Rates
Average win-rate increase across customers within six months of going live
16%
More Opportunities
Average increase in opportunities created in the first six months
20%
More Converting Form-Fills
Lift in opportunity-converting form submissions after launch
69x
New Pipeline Growth
NS1 increase in new pipeline creation over five months
498%
Lift In Target-Account Visitors
NS1 growth in unique website visitors from target accounts
8.7x
First-Touch ROI
Coupa return on first-touch revenue over 22 months
54%
Lower Cost Per Acquisition
Coupa quarterly reduction in CPA from behavior-based retargeting
93%
Of Priority Accounts Reached
Total Expert coverage of its priority SAM accounts through the platform
RollWorks (now AdRoll ABM) Real reviews
Our Rating:
4.4/5
- Verified Users
- Verified Users
ABM Checklist
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RollWorks (now AdRoll ABM)’s Pros & Cons
Balanced evaluation to help you make an informed decision
Strengths
- Entry pricing well below reported median contracts for Demandbase and 6sense
- Free-to-start account-based retargeting lowers the barrier to testing ABM
- Intuitive interface that reviewers say is easy to adopt daily
- Strong HubSpot and Salesforce integrations with bi-directional sync
- Broad ad reach across display, social, video, CTV and native inventory
- Responsive onboarding and account management praised on G2 and Capterra
- Rebrand kept existing pricing, contracts and integrations unchanged
Limitations
- No published pricing, so buyers must negotiate quotes without a public benchmark
- Media spend is billed separately and can double the effective cost
- Bombora intent data and multi-touch attribution are gated to higher packages
- Reporting customization and contact-level visibility are limited, per reviewers
- Some users report slow or buggy CRM syncs, notably with Zoho and Salesforce
- Annual contracts are required, with multi-year terms common at the top tier
Our Verdict
RollWorks, now AdRoll ABM, is a sensible ABM choice for US mid-market B2B teams that want account-based advertising, scoring and CRM-connected sales alerts without paying enterprise ABM prices. Third-party analyses place its contracts at roughly $12,000 to $50,000 per year, compared with reported medians above $60,000 for Demandbase and 6sense, and Capterra reviewers rate its value for money at 4.5 out of 5. Its ease of use and support further reduce the hidden cost of adoption. The pricing advantage is real but not transparent. The vendor publishes no prices, media spend is an additional and often large line item, and intent data and multi-touch attribution sit in higher packages, so the entry price is not the full program price. Teams should request a Starter quote specifically, model total cost including ads, and confirm how the AdRoll rebrand affects the roadmap before committing to a multi-year term.
Resources
Resources & Documentation
Detailed materials for deeper evaluation
AdRoll Pricing and Packages
Current AdRoll ABM package names, including free-to-start account-based retargeting.
Introducing AdRoll ABM Announcement
Official August 2025 post explaining the RollWorks to AdRoll ABM transition.
What Is AdRoll ABM Help Article
Help center guide covering what changes, and what stays the same, for RollWorks customers.
AdRoll ABM Platform Overview
Product page detailing targeting, AI bidding, channels and attribution capabilities.
NS1 Case Study
How NS1 built an ABM program that drove a 69x increase in new pipeline.
Coupa Case Study
Retargeting program that delivered 8.7x ROI on first-touch revenue.
Blackbaud Case Study
Customer story from a large software provider using RollWorks for ABM.
Customer Results Report
2023 summary of average win-rate, opportunity and form-fill improvements.
What to Know
What to Know Before Buying
-
Starter includes standardized onboarding; higher packages add individualized strategy services -
CRM sync and target account list setup are the main early workstreams
-
AdRoll says campaigns can show results in under 30 days
-
Reviewers report that some CRM syncs, particularly Zoho and Salesforce, can be slow.
-
Starter is positioned for lists under 1,000 target accounts.
-
Total program cost often reaches two to three times the platform fee.
-
Teams moving from another ABM tool should plan to rebuild account lists, scoring models and ad audiences.
-
Third-party guides report 15% to 20% savings on multi-year deals and discounts via the HubSpot marketplace.
Alternatives
Compare Alternatives
See how RollWorks (now AdRoll ABM) stacks up against competitors
Demandbase offers deeper enterprise data and orchestration at a reported median near $69,000 per year, versus roughly $12,000 to $50,000 for RollWorks.
6sense leads on predictive intent and AI for enterprise revenue teams, with a reported median near $62,000 per year and higher implementation effort.
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FAQ’s
Frequently Asked Questions
Common questions about RollWorks (now AdRoll ABM)
Pricing is quote-based. The Starter package launched at $975 per month, and current third-party estimates put most contracts between about $10,000 and $50,000 per year, with Ultimate priced custom and media spend billed separately.
Yes. In August 2025 RollWorks became AdRoll ABM within the unified AdRoll platform, and the company says features, integrations, account teams, pricing and existing contracts stayed the same.
AdRoll lists Account-Based Retargeting as free to start, with customers paying only for media. Full ABM packages with scoring, intent data and CRM sync require a paid annual contract.
No. Display, social and LinkedIn media are funded separately, and third-party guides estimate $1,500 to $15,000 or more per year in media on top of the platform fee.
It offers bi-directional integrations with Salesforce, HubSpot and Marketo, plus a LinkedIn Ads connector on higher packages. Reviewers praise the HubSpot integration most consistently.
Bombora-sourced intent data, account scoring and spike alerts begin at the Standard package and above. Starter covers account targeting, display ads, basic CRM sync and journey stages.
Reviewers cite limited reporting customization, thin contact-level visibility, occasional CRM sync problems and attribution that may overstate pipeline influence. Pricing is also not published, which complicates comparison.
Common alternatives include Demandbase and 6sense for enterprise-grade ABM, Terminus for multi-channel engagement, and StackAdapt or Influ2 for account-based advertising focused buyers.