GTM Hub
What is RollWorks?
RollWorks (now AdRoll ABM) is an AI account-based marketing platform that identifies, targets, and engages high-value accounts across multiple channels. It combines B2B buyer intelligence segmentation with cross-channel demand-side advertising, unified under the AdRoll platform as of August 2025.
RollWorks news
AdRoll's 2025 Customer Love Week: 9 Improvements to AdRoll and AdRoll ABM
Annual product and engineering initiative delivered customer-requested improvements across AdRoll and AdRoll ABM products.
Source: AdRoll Blog ↗AdRoll 2026 G2 Winter Report: New Badges for AdRoll and AdRoll ABM
AdRoll ABM recognized as Leader in account-based advertising, retargeting, account-based analytics, cross-channel advertising, and display advertising. Regional leader in mid-market Americas account-based orchestration platforms. 'Users Love Us' badge awarded.
Source: AdRoll Blog ↗AdRoll Shines in G2's Fall 2025 Report as an Industry Leader
AdRoll ABM received Leader badges in Mid-Market Account-Based Advertising, Account-Based Orchestration Platforms, Cross-Channel Advertising, and Marketing Account Intelligence categories. Overall Leader in Retargeting, Account-Based Analytics, and Display Advertising.
Source: AdRoll Blog ↗Stronger as One: Introducing the Unified AdRoll Platform
RollWorks officially rebranded to AdRoll ABM and integrated into AdRoll platform. Creates unified full-funnel advertising ecosystem with AI-powered capabilities. Existing customers transitioned with no loss of functionality.
Source: AdRoll Blog ↗AdRoll announces major brand transformation
RollWorks becomes AdRoll ABM. Platform unified under single AdRoll name with two solutions: AdRoll for multi-channel advertising and AdRoll ABM for B2B account-based marketing. AI Assistant launched to help create campaigns and improve performance.
Source: Cynopsis Media via AdRoll ↗AdRoll Marks Adoption Milestone as 200 Brands Activate Experian's Syndicated Audiences
200 brands across retail, finance, healthcare, and hospitality activated Experian syndicated audiences (3,200+ ready-to-use audiences) in 250+ campaigns across web and Connected TV since April 2025.
Source: Globe Newswire ↗
Key features
AI-Powered Buyer Intelligence
InIQ engine that defines ideal customer profiles and surfaces unknown target accounts. Built on 2.6 billion digital identities and 92 million contacts. Provides purchase likelihood signals and real-time buyer signal tracking via ABM Command Center.
Multi-Channel Advertising
Coordinates advertising across websites, apps, social media, streaming services, connected TV, display, native, video, and digital out-of-home. Delivers personalized messaging across channels.
Revenue Attribution & Measurement
Tracks performance through entire buyer journey and ties ABM efforts to revenue and pipeline generation. Unified data integrations with CRM systems including Salesforce.
Workflow Orchestration
Customizable journey stages, advertising playbooks, and account engagement tools. GTM orchestration capabilities for B2B teams.
AI Bid Optimization
BidIQ engine optimizes bid strategies and campaign performance across channels.
RollWorks pricing
Enterprise-level pricing with custom quotes required for most tiers. Account-Based Retargeting tier offers pay-per-media model with no upfront fee.
| Plan | Price | What's included |
|---|---|---|
| Account-Based Retargeting | Pay-per-media only | No upfront fee; pay only for media spent |
| Account-Based Advertising | Custom quote | Bring your own data and activate multi-channel digital advertising to reach precise audiences |
| Account-Based Marketing | Custom quote | Buyer insights, customizable journey stages, workflow orchestration, advertising playbooks |
| Account-Based Marketing + Advertising | Custom quote | End-to-end ABM combined with full advertising strategies |
Pros & cons
Pros
- + Unified platform integrating AdRoll advertising and ABM capabilities
- + Proprietary AI engines (InIQ, BidIQ) deliver predictive insights and optimization
- + Extensive first-party data foundation (2.6B digital identities, 92M contacts)
- + Multi-channel coverage including emerging channels like Connected TV
- + Strong CRM integration ecosystem, especially Salesforce
- + G2 Leader recognition (Fall 2025 and Winter 2026) across multiple ABM categories
- + Demonstrated customer results (e.g., Snowflake 50% new opportunity rate increase)
- + Account-Based Retargeting tier has low barrier to entry
Cons
- − All premium tiers require custom quotes with sales involvement—no transparent pricing
- − Platform complexity noted as reason for rebranding/consolidation efforts
- − Enterprise-focused pricing may be costly for smaller teams
- − Recent rebranding from RollWorks to AdRoll ABM (Aug 2025) may create transition/documentation friction
Who is RollWorks best for?
- • B2B SaaS companies targeting mid-market and enterprise accounts
- • Marketing teams coordinating GTM across sales and revenue organizations
- • Companies with existing AdRoll advertising relationships seeking unified platform
- • Organizations needing multi-touch campaign management and buyer intelligence integration
- • Brands leveraging Connected TV and cross-channel advertising alongside account targeting
