AdRoll ABM

Score8 out of 10

31 Reviews and Ratings

What is AdRoll ABM?

AdRoll is a connected advertising platform designed to assist growth-oriented marketers in navigating the complexities of digital advertising. This software solution provides a suite of tools that help mid-sized businesses to develope marketing strategies that drive customer engagement and conversion.

Targeted primarily at mid-sized businesses across various industries such as ecommerce, technology, financial services, and education, AdRoll caters to marketers seeking to enhance their advertising effectiveness. The platform is particularly beneficial for those looking to implement multi-channel advertising strategies, as it offers insights into audience behavior and cross-channel attribution. This functionality allows businesses to understand the customer journey better and optimize their marketing efforts accordingly.

One of the standout features of AdRoll is its ability to deliver full-funnel performance. Marketers can create and manage campaigns that span multiple channels, ensuring that their messaging reaches potential customers at various touchpoints. Additionally, the platform provides audience insights, helping users identify and target the right demographics effectively. For B2B teams, AdRoll's Account-Based Marketing (ABM) capabilities, previously known as RollWorks, enhance these features by enabling account-specific targeting and multi-touch campaigns, supported by real-time buyer intelligence.

AdRoll connects with various marketing tools and systems, allowing users to consolidate their advertising efforts. This integration simplifies campaign management and enhances data analysis, enabling marketers to make informed decisions based on performance metrics.

Categories & Use Cases

Media

the interface to upload a Target Account List from a connected CRM or Marketing Automation system. Prioritizing the list uses a fit-based predictive scoring model or layer intent data signals as well as engagement signals to identify in-market accounts.

sales teams notifications on accounts engaging with their company, via email alerts and Salesforce dashboards with the Sales Insights-product.

some of the websites the RollWorks Engagement Solution enables advertising to a target account list with digital ads.

RollWorks’ Partner ecosystem, that can be used to personalize websites, use direct mail, or leverage email signature ads for multi-channel ABM programs.

the RollWorks' sales automation product, used to keep prospects engaged through scheduled email outreach from sales.

the metrics used to measure account-based programs, appearing in a dashboard or sync with a connected CRM and/or Marketing Automation Platform. This displays spend, impressions, clicks, or conversions at a campaign level. Or users can visualize impact across Target accounts with reach, engagement, influenced opportunity and review metrics.

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Mithil Patel View profile

Growth Marketing Director in Marketing at Caveonix (11-50 employees employees)

Use Cases and Deployment Scope

We use RollWorks to spread awareness about our company and solutions. One of our objectives for this year was to spread brand awareness and we are using RollWorks to place display ads in front of not only our prospects but also similar people based on our audience profiles. Have been using the platform for a few months now.

Pros

Industry data based on search criteria.
Easy to use platform and UX.
Reporting dashboards are very easy to set up.

Cons

I think there is great room for improvement in terms of industry customization and options.
There is also an opportunity in terms of account evaluation after sales and consistent relationship building given the level of investment required.
As this is a growing product, I feel they can do a better job when it comes to industry visibility around B2B. For example, partnerships with Bombora, Gartner, Zoom info, etc.

Return on Investment

We have had great success with spreading brand awareness for our product.
The platform has helped increase leads in the pipeline for our sales team to nurture.
Discovered many new accounts from the platform.

Alternatives Considered

Demandbase, Terminus ABM Platform and ZoomInfo MarketingOS

Other Software Used

HubSpot Marketing Hub, ZoomInfo SalesOS, Leadfeeder, Pardot, Salesforce CMS

Taylor Hicks View profile

Creative Strategist in Marketing at Elevate Funding (11-50 employees employees)

Use Cases and Deployment Scope

I use RollWorks at my company to drive our retargeting efforts. We do both contact list retargeting and web retargeting, so we are capturing both our target audiences and known leads via our contact lists, and those who visit our site and later move on to other sites. Effectively, we use RollWorks to nurture our audiences and bring them back to our site.

Pros

Contact/domain retargeting.
Web retargeting.
Social targeting.

Cons

Conversion tracking.

Return on Investment

Greater brand awareness.
Increased site traffic.
Increased site conversions.

Other Software Used

Buffer, Elementor, WordPress

Lisa Morrell View profile

CMO (Chief Marketing Officer) in Marketing at Accelerance, Inc. (11-50 employees employees)

Use Cases and Deployment Scope

RollWorks is an important component of our omnichannel marketing model. We conducted a channel analysis and found we were leaving 98% of our web visitors on the table. They'd leave without taking an action and we had no way to bring them back and engage them. Implementing RollWorks into the model was an easy sell to our CFO as the opportunity cost of not doing it - and letting all those potential leads get away - was brutal. Our entire organization was informed of the decision. Marketing is the custodian and most of the team is trained on RollWorks capabilities - or the front end or the back end. We have a few people dedicated to producing high-quality content and campaigns that are critical to getting results that our analysts mine and provide to our sales team. Having that interaction of a high-tech, intelligent tool along with the necessary human follow-up is a winning combination that RollWorks expertly powers. RollWorks also helps us with attribution of the marketing campaigns that are critical to driving performance throughout the funnel. We've had better insights and reporting than ever before.

Pros

Lead identification and scoring against your Ideal Client Profile.
Engagement and conversion of website visitors.
Discovering new accounts that fit your Ideal Client profile.
Intent topic identification and trends among audiences.
Enabling tailored campaigns based on segmentation and intent.

Cons

Better integration with HubSpot.
Buildout of intent campaign capabilities (which is in process).
Not much else - RollWorks is a well thought out, user friendly product that delivers measurable results.

Return on Investment

Increased website traffic and conversions that feed deals.
More and higher-quality leads that are more in line with our Ideal Client Profile.
Greater visibility, measurement, and reporting of marketing investment ROI - very important.
Higher efficiency and impact in both marketing's spend and sales team prospecting efforts.

Alternatives Considered

AdRoll

Other Software Used

HubSpot CRM, Semrush, LinkedIn Sales Navigator, Google Analytics, Google Ads (formerly AdWords)

Usability

Jesse Fröhling View profile

Digital Marketing Manager in Marketing at Convoso (51-200 employees employees)

Use Cases and Deployment Scope

We are solving the problem of not running ads that are reaching the right people in our ICP. The majority of our leads coming in would fall out of our ICP and RollWorks helps us target the exact people that we know would be great customers. We never had insight at the account level at the engagement with our content and RollWorks helped us gain that insight and build a stronger target account list.

Pros

It helps you intimately target users from your targeted accounts list on multiple advertising platforms in a highly effective way.
Their customer success and support team are always willing to go the extra mile to ensure your success.
The reporting capabilities of the platform. The ability to really dig deep into the micro-interactions from accounts and contacts across your targeted accounts list.

Cons

I believe that RollWorks has room to improve with its integration with LinkedIn and the different advertising options available to be served through LinkedIn
The UI can be improved especially when setting up ads for campaigns.
The structuring of the contracts and payment cycles are very confusing and needs to be restructured

Return on Investment

We have had multiple influenced opportunities from the platform!
RollWorks helped us rapidly expand our SDR team due to the ability to scale our MQLs.
Marketing and Sales have become more aligned in our objectives.

Alternatives Considered

Demandbase, Triblio and DemandScience Activate (formerly PureB2B)

Other Software Used

Demandbase

Charlie Riley View profile

VP of Growth in Marketing at Havoc Shield (1-10 employees employees)

Use Cases and Deployment Scope

We use RollWorks for retargeting advertising and intent-based intel focused on our core audiences. This tool helps with delivering retargeted ads from a number of sources including site pages and social profiles.

Pros

Pretty straightforward dashboard
Aligned targeting
Embedded intent-based insight

Cons

Make sure account reps notify customers when changing

Return on Investment

It's helped deliver intended impressions to the right audience
Increased brand awareness to our target audiences

Other Software Used

HubSpot Marketing Hub, LinkedIn Sales Navigator, Close

Demandbase One

Terminus ABM Platform

6sense

AdRoll ABM