Mystrika
Account-Based Execution, Made Easy.
RollWorks, now rebranded as AdRoll ABM, is an account-based marketing and advertising platform built by NextRoll. It helps B2B companies identify, prioritize, and engage high-value accounts through a combination of intent data, a native B2B demand-side platform (DSP), and orchestration capabilities. The platform is designed to align sales and marketing teams around in-market accounts and measure the full impact of ABM programs on pipeline and revenue.
What sets RollWorks apart is its focus on making account-based execution accessible without sacrificing power. The interface is intuitive, allowing lean teams to build audiences, launch multi-channel ad campaigns, and track performance quickly. Its proprietary AI, built on a foundation of 2.6 billion digital identities and 92 million contacts, surfaces buying signals and recommends next-best actions. Features like Keyword Intent, fit and engagement scoring, Journey Stages, and Sales Insights with account spike alerts give teams a clear view of which accounts are ready to engage.
Pricing is custom and quote-based, depending on account volumes, impression volumes, feature bundles, and services. Historically, RollWorks offered tiered packages (Starter, Standard, Professional, Ultimate) and a self-service retargeting option. While not the cheapest point solution, it is generally viewed as cost-effective compared to enterprise ABM suites like 6sense or Demandbase, especially for SMB and mid-market organizations. The platform also integrates deeply with Salesforce, HubSpot, Marketo, and other tools, enabling closed-loop reporting and automated workflows.
RollWorks is best for B2B marketing and sales teams that want a user-friendly, advertising-centric ABM platform with strong intent data and a rich partner ecosystem. It is particularly well-suited for companies that are new to ABM or have lean teams, as the time to value is relatively short. However, organizations with complex reporting needs or those requiring deep customization may find the analytics limiting. The contract structure, which bundles platform fees with ad spend, can also be confusing for smaller programs.
Overall, RollWorks (AdRoll ABM) is a solid choice for teams that prioritize ease of use, fast implementation, and effective account-based advertising. Its strong intent data, high match rates, and AI-driven bidding deliver measurable results, as evidenced by customer case studies showing increased opportunity rates and shorter sales cycles. While it has some limitations in reporting and integration stability, the responsive customer success team and broad feature set make it a reliable option for driving ABM success.
Features
- Highly rated ease of use, fast time to value, and relatively short implementation compared to many enterprise ABM platforms.
- Proven ABM advertising performance with broad web reach, strong match rates, and AI-driven bidding (BidIQ) optimized for B2B outcomes.
- Robust intent, fit, and engagement scoring that helps prioritize target accounts and drive coordinated sales and marketing plays.
- Strong recognition in the market, including repeated G2 Best Software Awards placement and analyst and award validations as a leading ABM solution.
Pricing
Pros
- Intuitive, easy-to-use interface and workflows that make building audiences and launching ABM and retargeting campaigns straightforward for lean teams.
- Strong intent and account data that helps surface in-market accounts and website visitors, improving targeting and prioritization for sales and marketing.
- Native B2B DSP with high match rates and broad open-web reach that delivers effective account-based advertising and retargeting performance.
- Deep bi-directional integrations with Salesforce, HubSpot, Marketo, and other tools that support closed-loop reporting and orchestration across the stack.
- Responsive and consultative customer success and support teams that help with strategy, onboarding, and troubleshooting.
- Generally viewed as cost-effective and accessible compared to premium ABM suites, especially for SMB and mid-market organizations.
Cons
- Reporting and analytics customization can be limiting, often requiring exports or support assistance to get deeper cuts of performance data.
- Integrations—particularly with Salesforce and some advanced LinkedIn options—can be glitchy or require extra care to keep data in sync.
- Contract structure and bundling of platform fees with ad spend can be confusing and may feel expensive or inflexible for smaller or newer ABM programs.
- There is a learning curve to fully leverage advanced features like workflows, journey stages, and multi-touch measurement without a dedicated owner.
Best For
RollWorks (now AdRoll ABM) is best for B2B marketing and sales teams that want a user-friendly, advertising-centric ABM platform with strong intent data and a rich partner ecosystem, especially in the SMB and mid-market segments.