AdRoll ABM (Formerly RollWorks)
Sales intelligence software
Account-based analytics software
Buyer intent data providers
Marketing account intelligence software
Account-based advertising software
Account-based orchestration platforms
Account data management software
Customer data platforms (CDP)
Lead intelligence software
Visitor identification software
Cross-channel advertising software
Demand side platform (DSP)
Display advertising software
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Retargeting software
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- Features
- Ease of use
- Ease of management
- Quality of support
- Affordability
- Market presence
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What is AdRoll ABM (Formerly RollWorks)
AdRoll ABM (formerly RollWorks) is an account-based marketing platform focused on identifying target accounts, measuring account engagement, and running coordinated advertising to support pipeline creation. It is used by B2B marketing and revenue teams to prioritize accounts, activate audiences across ad channels, and report on account-level performance. The product combines account targeting, intent/engagement signals, and advertising activation with integrations to common CRM and marketing automation systems.
Integrated ABM and advertising activation
The platform combines account selection, audience building, and ad activation in one workflow, reducing reliance on separate point tools. It supports common ABM motions such as targeting named accounts and expanding to lookalike audiences. This is useful for teams that want ABM execution tightly coupled with paid media rather than only analytics or data enrichment.
Account-level measurement and reporting
AdRoll ABM emphasizes account-based reporting, such as engagement and progression across target accounts. It helps teams connect advertising and web engagement to account lists and segments for prioritization. This account-centric view can be easier to operationalize than lead-only reporting when sales works named accounts.
Broad channel options for ABM
The product supports running campaigns across multiple digital ad placements (e.g., display and social retargeting) as part of ABM programs. This enables coordinated messaging to buying groups across channels rather than single-channel execution. For teams without a dedicated media buying stack, this can simplify cross-channel ABM activation.
Not a full sales intelligence suite
While it can use intent and engagement signals for account prioritization, it is not primarily designed as a contact discovery and outbound prospecting system. Organizations that need deep people-level data, direct-dial coverage, or sales workflow features may still require separate sales intelligence tooling. This can increase total stack complexity for sales-led teams.
Data quality depends on integrations
Account matching, audience accuracy, and reporting quality depend heavily on CRM/marketing automation hygiene and correct identity resolution. Incomplete firmographics, inconsistent account hierarchies, or weak website tagging can reduce the reliability of account engagement metrics. Teams often need ongoing data governance to keep ABM reporting trustworthy.
DSP depth may be limited
For advanced programmatic requirements (custom bidding strategies, granular supply controls, or complex measurement setups), the advertising capabilities may not match specialized enterprise media platforms. Some organizations may outgrow the built-in media controls as spend and channel complexity increase. This can lead to running ABM analytics in one system while executing media in another.
Plan & Pricing
| Plan | Price | Key features & notes |
|---|---|---|
| Account-Based Advertising | Contact sales / Request a demo (no public price listed) | Bring your own data and activate multi-channel digital advertising; pricing not published—request demo. |
| Account-Based Marketing + Advertising | Contact sales / Request a demo (no public price listed) | End-to-end ABM + advertising; pricing not published—request demo. |
| Account-Based Marketing | Contact sales / Request a demo (no public price listed) | ABM platform features: buyer insights, journey stages, workflow orchestration; pricing not published—request demo. |
| Account-Based Retargeting | No fee to get started; pay only for media | AdRoll states "No fee to get started and pay only for media" for Account-Based Retargeting (platform access with media spend). Minimum campaign budgets apply (see notes). |
Managed Services (official "Spend Levels" on AdRoll Help Center — documented monthly spend ranges): Pricing model: Managed services / monthly committed media spend + service fees Spend tiers (official ranges):
- Standard Service: USD $5,000 to $10,000 / month — onboarding, account management, creative allotment, support.
- Professional Service: USD $10,000 to $15,000 / month — more creative, deeper optimization and reviews.
- Ultimate Service: USD $15,000+ / month — highest level of service, priority support, expanded creative. Notes: These are documented spend ranges for managed services and represent advertised minimums/typical thresholds for qualifying for managed services. Specific contract pricing and platform fees are provided via sales.
Seller details
NextRoll, Inc.
San Francisco, CA, USA
2007
Private
https://www.nextroll.com/
https://x.com/nextroll
https://www.linkedin.com/company/nextroll/
