GTM HubWhat is AdRoll ABM (RollWorks)?
AdRoll ABM (formerly RollWorks) is NextRoll’s unified account-based marketing platform that combines buyer intelligence, multi-channel advertising, journey orchestration, and revenue attribution. RollWorks rebranded to AdRoll ABM in August 2025 and merges with AdRoll’s demand-side advertising stack under one login.
Key features
InIQ Buyer Intelligence
AI-driven ICP definition, account discovery, and purchase-likelihood scoring built on billions of digital identities and tens of millions of B2B contacts.
Multi-Channel Advertising
Activate display, native, video, connected TV, mobile, and social (Meta, TikTok, Pinterest, and more) against named account lists.
BidIQ Optimization
Proprietary bidding engine optimizes media toward quality inventory using dynamic CPM pricing rather than CPC/CPA guarantees.
Account List Builder
Dynamic lists from CRM, MAP, Bombora, G2, website pixel, advertising activity, journey stage, and fit grades.
AdRoll Workflows
Orchestrate Salesforce, HubSpot, and Marketo updates when account signals change; included on ABM packages, not advertising-only.
Sales Insights
Account spike model, daily rep alerts, and CRM widget surfacing intent topics, site activity, and recommended contacts.
Journey Stages & Attribution
Map accounts from unaware to revenue, export stages to CRM, and tie campaigns to pipeline outcomes.
AdRoll ABM (RollWorks) pricing
AdRoll publishes no dollar amounts for full ABM packages—Account-Based Advertising, Account-Based Marketing, and the combined bundle require demos. Account-Based Retargeting is the self-serve entry: no platform fee, pay dynamic CPM media only. There is no minimum spend on advertising; managed services unlock at qualifying ad spend levels. Expect enterprise-style annual contracts for intelligence and orchestration tiers.
| Plan | Price | What's included |
|---|---|---|
| Account-Based Retargeting | Pay-per-media (no upfront platform fee) | Retargeting campaigns, creative support, AI Assistant insights, dynamic CPM billing |
| Account-Based Advertising | Custom quote | Bring-your-own account lists, multi-channel ads, measurement; Workflows and Sales Insights not included |
| Account-Based Marketing | Custom quote | Buyer insights, journey stages, workflows, playbooks; ad spend optional |
| Account-Based Marketing + Advertising | Custom quote | End-to-end ABM intelligence plus media execution, Workflows, and Sales Insights seats |
Pros & cons
Pros
- + Unified AdRoll plus ABM reduces point-solution sprawl for teams already buying AdRoll media.
- + Large identity graph and Bombora/G2 integrations strengthen list building and intent layering.
- + Connected TV and emerging channels extend ABM beyond display and LinkedIn retargeting.
- + Sales Insights spike model and CRM widget align marketing signals with rep prioritization.
- + Strong G2 leader recognition in ABM categories in 2025–2026 reports.
- + Low-friction retargeting tier lets teams test media before committing to full ABM software.
Cons
- − Opaque pricing and mandatory sales cycle for core ABM capabilities.
- − Advertising-only tier excludes Workflows and Sales Insights, easy to under-buy.
- − Dynamic CPM media costs fluctuate with auction demand—hard to cap spend precisely.
- − Platform complexity and August 2025 rebrand can create documentation and training friction.
- − Enterprise focus; total cost of platform plus media often exceeds lean mid-market budgets.
- − Deep MAP/CRM setup required to realize orchestration value.
Who is AdRoll ABM (RollWorks) best for?
- • B2B SaaS teams running multi-channel ABM with meaningful monthly media budgets.
- • Marketing ops groups already standardized on AdRoll for performance display.
- • Organizations aligning sales prioritization with Bombora, pixel, and ad engagement signals.
- • Brands testing CTV or social extensions alongside account-based display.
- • RevOps teams that can maintain Salesforce, HubSpot, or Marketo workflow integrations.
- • Companies needing journey stages exported to CRM for funnel reporting.
