Mid-market ABM built around a B2B ad engine, now sold as AdRoll ABM, with journey stages, three intent feeds and rep alerts inside the CRM.
What is
RollWorks
RollWorks takes the list of companies you want to sell to, works out which of them are warming up, buys display ads against them, and tells your reps who to call. It was built for mid-market B2B teams who wanted account based marketing without signing an enterprise contract. The name is on its way out. NextRoll folded RollWorks into its advertising business in August 2025, so the product sells as AdRoll ABM now and rollworks.com redirects to adroll.com. Logins, campaigns, audiences and reporting carried over untouched, and the help centre still answers at help.rollworks.com. Accounts move through journey stages that run from unaware to won opportunity, fed by your CRM, site visits, ad exposure and three intent feeds from AdRoll keyword data, Bombora Company Surge and G2. Reps see the result in a Sales Insights widget inside Salesforce or HubSpot, and workflows push the same signals into Outreach, Salesloft or Slack. We would only put a client on RollWorks if they had already decided to run B2B display advertising, since the ad engine is the part you cannot rebuild cheaply. Click through on B2B display runs around 0.04% to 0.10%, so it buys air cover that a finance team will ask you to justify.
Integrations and the modern GTM stack
RollWorks connects at two ends. One end pulls account data and timestamped events in from your CRM, marketing automation and intent vendors to build journey stages, and the other pushes the resulting signal back out to the people and tools that act on it. Around twenty named integrations sit between those two ends, plus a public API.
Salesforce | Bi-directional sync that pulls accounts, contacts, opportunities and timestamped journey events in, and writes RollWorks account data back out. The Sales Insights widget lives inside the Salesforce record and shows a rep the account's recent intent topics, the URLs that account visited and a list of recommended hot contacts. |
HubSpot | The same two-way sync for teams on HubSpot rather than Salesforce, covering list building, journey events and the Sales Insights widget. HubSpot users are the group RollWorks is aimed at most directly, and reviewers name this integration as one of the reasons they picked it over the enterprise platforms. |
Marketo and marketing automation | Marketo events feed the journey timeline alongside CRM activity, so a form fill or a nurture send lands on the same account record as ad exposure and intent. HubSpot covers the same ground where it is doubling as the marketing automation platform. |
Bombora | Company Surge topic data is ingested and shown against each account over a rolling window, measured against Bombora's own baseline. Worth checking whether you are paying Bombora separately, because buying the topics direct and scoring them yourself is the cheaper route if the advertising is what you are unsure about. |
G2 | G2 buyer intent flows in as a distinct feed, so category page views and comparison activity can sit next to keyword intent and site visits. G2 signals can also be used as a filter when you build account lists rather than only as a display on the account card. |
Outreach, Salesloft and Slack | Workflows fire on a change in buying signal and route it outward, adding accounts to a sequence in Outreach or Salesloft, posting an alert into a Slack channel or launching a CRM campaign. This is the part that turns the platform from a dashboard into something your reps notice. |
Advertising channels | The media runs on NextRoll's own demand side platform across display, native, social and streaming inventory, with BidIQ handling bid optimisation. Audiences move straight from an account list into a campaign, so there is no exporting a CSV into an ad manager every time the segment changes. |
Public API and the gaps | AdRoll publishes an API for reporting and personalisation work, and partner integrations exist for tools like Opensense and Postal.io. There is no native Clay app and no first-party n8n or Zapier connector we could confirm, so anything custom in your enrichment stack talks to RollWorks through the API or through the CRM sitting between them. |
Pro’s
RollWorks has long been the cheapest realistic way into a full ABM platform, and buyers who priced it against 6sense and Demandbase consistently picked it on cost and time to launch.
The advertising runs on NextRoll's own demand side platform across display, social and streaming, so one account list drives the media buy without exporting audiences into LinkedIn by hand.
Intent arrives from three separate feeds covering AdRoll keyword data, Bombora Company Surge topics and G2 category activity, so you can cross check a spike instead of trusting one vendor's model.
Journey stages are yours to define across CRM, website, advertising and intent events, so a rep can read why an account moved rather than argue with a score nobody can open up.
It holds a 4.3 rating from roughly 655 G2 reviews and carries G2's Easiest Setup badge, which matches the reviews describing a lean marketing team getting it live without an ops hire.
Sales Insights pushes recent intent topics, visited URLs and recommended contacts into Salesforce or HubSpot, so the signal reaches your rep inside the tool they already have open.
Cons
You are buying an advertising platform with an ABM layer on top, and media sits outside the licence, with third party guides putting typical display budgets at $30,000 to $100,000 a year.
Reviewers repeatedly ask for deeper attribution and report having to request backend data from the vendor to build the numbers they need, which makes defending the spend internally harder than it should be.
There is no budget cap inside the platform, so reviewers describe watching pacing closely at the end of every month to avoid overshooting the media plan.
Seniority targeting jumps from C-Suite straight to Management with no VP or Director option, so a playbook aimed at directors pays for impressions against people who cannot sign anything.
Pricing is quote only on annual terms with cross channel attribution and social ads sold as add-ons, so the figure on the first order form is rarely what you pay in year two.
Pricing
Account-Based Retargeting
No platform fee pay only for media, the cheapest entry point on the page
Retarget known accounts across the AdRoll network
Site pixel and audience setup
No annual platform commitment to get started
Account-Based Advertising
Custom bring your own account data
Multi-channel display, social and streaming campaigns
Account and buying committee targeting
Campaign reporting at account level
Account-Based Marketing
Custom the platform without the media layer
Buyer insights and account identification
Customisable journey stages and Command Center
Sales Insights widget and CRM workflows
Account-Based Marketing + Advertising
Custom the full platform, what most buyers end up on
Everything in the marketing and advertising packages
Bombora, G2 and AdRoll keyword intent
Workflows into Outreach, Salesloft and Slack
How it fits your stack
Alternatives
At a glance
Journey stages from unaware to won
AdRoll, Bombora and G2 intent feeds
Native display, social and streaming ads
2.6B digital identities and 92M contacts
Sales Insights widget in Salesforce and HubSpot
Workflows into Outreach, Salesloft and Slack
Now branded AdRoll ABM under NextRoll
Quote only pricing on annual terms
Read some of our client stories
GTM Workflows
Learn how to use GTM tools in workflows
Guides and tutorials to get the most from your workflows
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