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What is RollWorks?

RollWorks, a division of NextRoll, offers B2B companies an account-based platform to align marketing and sales efforts, and grow revenue. Powered by proprietary data and machine learning, RollWorks’ solutions address the needs of organizations large and small —from those with…

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Recent Reviews

RollWorks Review

9 out of 10
February 01, 2022
Targeting key audiences to generate awareness. Allowed us to make use of an expensive purchased list of contacts and avoid the …
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Entry-level set up fee?

  • No setup fee
For the latest information on pricing, visit…


  • Free Trial
  • Free/Freemium Version
  • Premium Consulting / Integration Services

Starting price (does not include set up fee)

  • $975 per month
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Product Details

What is RollWorks?

RollWorks, a division of NextRoll, offers B2B companies an account-based platform to align marketing and sales efforts, and grow revenue. Powered by proprietary data and machine learning, RollWorks’ solutions address the needs of organizations large and small —from those with established ABM programs to those just beginning. By enabling teams to identify target accounts and key buyers, reach accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks aims to become an indispensable platform for marketers and sellers who believe that an account-based approach is just good business.

With RollWorks the user can:
  1. Learn about who their Ideal Customer Profile is
  2. Build, rank, and prioritize a Target Account List
  3. Engage target accounts with personalized, highly targeted advertising campaigns and sales automation
  4. Measure the effectiveness of ABM programs via bi-directional data sync with CRM system

RollWorks Features

  • Supported: Find your best-fit accounts by identifying your ideal customer profile, target account lists, and key buyers.
  • Supported: Run cross-channel campaigns to engage high-fit accounts with advertising and SDR emails.
  • Supported: Track everything—from reach to revenue - with our dashboard or directly within your CRM.

RollWorks Screenshots

Screenshot of Build a Target Account List from our database of over 20 million companies or upload one from your CRM or Marketing Automation system. Prioritizing that list is easy, use our fit-based predictive scoring model or layer on intent data signals as well as engagement signals to identify in-market accounts.Screenshot of Notify your sales teams on accounts engaging with your company, via email alerts and Salesforce dashboards with our Sales Insights-productScreenshot of With the RollWorks Engagement Solution, you can advertise to your target account list with digital ads across more than 2 million websites that reach over 90% of internet users.Screenshot of Expand engagement channels beyond advertising with RollWorks’ Partner ecosystem. Personalize websites, use direct mail, leverage email signature ads for multi-channel ABM programsScreenshot of Beyond ads, our Sales automation product will keep prospects engaged through scheduled email outreach from your sales team.Screenshot of No Account-Based program would be complete without the ability to track its effectiveness. Measure the impact of your account-based programs with metrics that matter in our dashboard or sync with your CRM and/or Marketing Automation Platform. View spend, impressions, clicks, conversions and more at a campaign level, or visualize impact across your Target accounts with reach, engagement, influenced opportunity and review metrics.

RollWorks Video

RollWorks Competitors

RollWorks Technical Details

Deployment TypesSoftware as a Service (SaaS), Cloud, or Web-Based
Operating SystemsUnspecified
Mobile ApplicationNo

Frequently Asked Questions

RollWorks starts at $975.

Demandbase and Terminus ABM Platform are common alternatives for RollWorks.

Reviewers rate Support Rating highest, with a score of 8.3.

The most common users of RollWorks are from Mid-sized Companies (51-1,000 employees).
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Reviews and Ratings


Attribute Ratings


(1-24 of 24)
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Mithil Patel | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User
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.
  • Industry data based on search criteria.
  • Easy to use platform and UX.
  • Reporting dashboards are very easy to set up.
  • 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.
I feel the RollWorks platform is a great way to dip your toes into an account-based marketing approach. The easy-to-use features and limited initial requirements as a great way to understand the pillars of a good B2B or account-based strategy. I also feel the support team is strong, especially during onboarding.
Taylor Hicks | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
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.
  • Contact/domain retargeting.
  • Web retargeting.
  • Social targeting.
  • Conversion tracking.
RollWorks is fantastic for businesses whose websites are the engine that drive their business. Got lots of great content you can redirect your leads to? Then a RollWorks campaign will do that perfectly. If your site isn't the engine that drives your business, or if you don't have a target lead the list with email addresses/domains, then RollWorks may not be the best product for you.
May 25, 2022

My informal review

Score 2 out of 10
Vetted Review
Verified User
We use RollWorks for engagement to target our priority accounts. We also promote our twice-a-year summit with RollWorks. One of the biggest problems is the lack of communication between Sales and Marketing. RollWork Sales Insights dashboard helps our Account Executive to communicate with our SDR to go after high intend companies to create a pipeline.
  • Engagement.
  • Account based marketing.
  • Sales and Marketing communication.
  • Pipeline creation.
  • High intend choices based on ideal customer profile.
  • Better view of ROI, there are opportunities created prior to RollWorks and was counted as RollWorks influence opportunity.
  • More visibility on individual engagement level.
RollWorks is more suited for engagement and sales insights to communicate with the sales team to create a pipeline. It is less appropriate to make sure actual ROI and zoom in to target ideal customer profile and have the visibility who we are engagement with (individual).
Jesse Fröhling | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
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.
  • 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.
  • 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
RollWorks really knows how to look after their customer. They take feedback extremely constructively and I have been actively involved with their product team to bring improvements to their systems. I highly recommend RollWorks. The customer success team is exceptional. You know you can rely on them no matter what to set up campaigns and make sure that you are headed in the direction of success.
Charlie Riley | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
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.
  • Pretty straightforward dashboard
  • Aligned targeting
  • Embedded intent-based insight
  • Make sure account reps notify customers when changing
RollWorks is well suited for retargeting produce for marketers with simple setup, creative assets if you don't build your own, and an intuitive dashboard to understand campaigns. If you are looking for a retargeting solution that is adding functionality, RollWorks does a great job.
Score 8 out of 10
Vetted Review
Verified User
We utilize RollWorks as part of our ABM strategy to support our clients through targeted campaigns based on specified targeted accounts and personas. The programmatic display option allows us to be more strategic in our messaging and align better overall to support outbound efforts.
  • Superior customer service and onboarding
  • Low-cost entry into programmatic display
  • Good UX
  • Improved education around reporting metrics
RollWorks is a great solution for companies looking to start an ABM strategy on a budget. Their functionality is great, and while it is not as robust as other programmatic tools, it is a great improvement to any marketing tech stack.
February 01, 2022

RollWorks Review

Score 9 out of 10
Vetted Review
Verified User
Targeting key audiences to generate awareness. Allowed us to make use of an expensive purchased list of contacts and avoid the unprofessionalism of cold email campaigns.
  • Reduce google spend
  • Show traction by domain
  • Message to key stakeholders
  • Can apply 2 campaigns messages to same audience
  • Better reporting for sales, actionable insights
  • Easier to update creative w/out having to go through the account rep. Like a portal to work in
Enterprise B2B. Great for purchased lists and/or for companies that do not have an organic curated list to nurture via marketing. great alternative for "cold marketing."
Lisa Morrell | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
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.
  • 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.
  • 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.
RollWorks is very well suited for:
  • Optimizing capture of potential clients interested in your brand (encouraging visitors who take no action on our website to return).
  • Building brand awareness through specific campaigns.
  • Driving engagement down the funnel for those who become aware or are aware of your brand.
  • Identifying net new accounts to build your lists and outreach.

As for where RollWorks is less appropriate, it would be difficult to run RollWorks without a more mature content marketing machine. To make it run and deliver, RollWorks needs quality advertising and content campaigns, refreshed at regular intervals. It also requires a solid website as a "hub." Organizations with low content marketing maturity will not get the results they might expect. Quality in, quality out is a rule here.
Score 6 out of 10
Vetted Review
Verified User
We use RollWorks for our programmatic ABM campaigns. Currently, we have campaigned for the top of the funnel, early pipeline, late pipeline, customer upsell, and wake the dead.
  • Delivers ads.
  • High company match rate.
  • Good looking dashboards.
  • The weird contract includes ad spend that makes it harder to manage spend with what's included vs not.
  • Inconsistent data with regards to clicks vs account traffic.
  • SFDC connection is wonky. Lots of room for improvement there.
I'm a former Terminus user, but I decided to implement RollWorks after a strong offer and sales presentation. Overall, Rollworks does OK but it's not Terminus. Often I'm struggling with necessary steps or reporting that's slightly off. I also despise their policy on including ad spend in their contracts. I suppose that bundling makes sense for them, but since I always spend more it's a bit annoying to break out what is in each invoice since SaaS platform fees are a different part of my budget.
Score 6 out of 10
Vetted Review
Verified User
RollWorks is leveraged in our organization to help target specific users/accounts and is the backbone of our ABM strategy. NS1 also uses the Journey Stages to keep track of how accounts are progressing down the funnel. We are looking to start using its predictive modeling tool to rate accounts for how likely they are to purchase our products and become an opportunity.
  • It is very good at targeting who we want to see in the business.
  • They are great business partners and communicate quickly and often.
  • RollWorks is consistently launching new features.
  • The price is a little high for the product provided.
  • Some features require a certain number of won opportunities or open opportunities to leverage, which could be difficult for a small/new business.
  • This product has fewer features than some competitors like it does not include attribution modeling for other pieces of the funnel or predictive models I have seen in other products.
I believe if you have a good sense of who your target customers are RollWorks can help you target those people specifically. They are a great business partner if you are new to ABM and need guidance on how to set up campaigns or want to push your ABM to the next level.
Score 9 out of 10
Vetted Review
Verified User
We use RollWorks' display platform to build awareness with our target accounts. It offers greater reach and frequency than Linkedin, at a more affordable cost.
  • Account-based ad targeting.
  • Integrates well with Marketo and Salesforce.
  • Has much better reporting thank LinkedIn.
  • Has nice stage-based measurement.
  • Great customer service.
  • A pleasure to work with.
  • Persona-level targeting could be better aligned to more traditional roles/functions.
  • More control over how influence is defined with opportunities.
  • Some parts of the UI could be organized better.
If you're running account-based marketing, and you want to run display ads to your target accounts in an outbound way (instead of traditional retargeting where the user has to come to the website first), RollWorks is a great solution. It's a great complement to Linkedin advertising, which is great, but much more expensive inventory. It's relatively easy to use, integrates well with Salesforce and Marketo, has decent reporting, and fantastic customer support.
Score 8 out of 10
Vetted Review
Verified User
After using LinkedIn successfully for the in-house account-based marketing strategy, we started looking for a bigger reach than LinkedIn. We selected RollWorks after evaluating multiple tools for account-based strategy. We've been using it for the last 8 months now and are happy with the support and results we received so far.
  • Intent targeting.
  • Account targeting even though exclusions are not fail proof.
  • Persona matching.
  • Exclusion matching is not accurate.
  • Retargeting the website traffic.
If your target audience is in the US, this tool will work well for you. For international targeting, cookie pool is pretty limited due to GDPR issues.
Yannick Marlot | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
We use RollWorks for Retargeting and Account-Based Marketing. It helps us address ads to our Database, or people matching, or company Ideal Customer Profile. RollWorks helps us in providing very helpful B2B targeting audiences, which are not available in most other networks.
  • Create Audiences from Salesforce.
  • Create Audiences targeting your ICP.
  • Following advancement of your targeted accounts.
  • UTM tracking.
  • Ad (creatives) management.
  • Target Account Lists' Adgroups naming.
RollWorks is particularly well suited for B2B Marketers. It is even better when linked to a CRM and used by a company knowing its Ideal Customer Profile.
Score 6 out of 10
Vetted Review
Verified User
We have been attempting to use RollWorks to launch campaigns targeting: opportunities, website visitors, and those accounts displaying intent. We wanted to go with a platform that allowed for account-based marketing strategies and use the platform as our primary source of advertising. It's been in place for less than one year.
  • The ability to surface accounts displaying intent.
  • The ability to target accounts.
  • SFDC integration.
  • The reporting and analytics is sub-par.
  • The platform is clunky and not user friendly.
  • Providing more recommendations on how we could improve.
It is well suited for examples outlined previously ex: going after accounts that are displaying intent, surfacing accounts displaying intent, and creating very segmented campaigns. We're finding it doesn't work the best for a company that doesn't have a lot of brand power yet and we find that it's not meant to get leads or form conversions so it's a top-of-funnel tactic.
Darshak Parmar | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User
I initially chose RollWorks to drive form submissions from my target audiences from my target account list across the globe. However, what we noticed is that RollWorks was not of any help in driving form fills, even if everything else was done right. So we changed our tactics a bit and limited our expectation from RollWorks to generate brand awareness by delivering ABM ads. And that is how we are using it.
  • Awareness throughABM ads
  • Driving traffic from the right accounts
  • Re-targeting
  • Linkedin ad management
  • Integration with HubSpot
  • Audience segmentation
  • Integration with HubSpot
  • Integration with ZoomInfo
  • Dayparting
  • City level location targeting
Scenarios where RollWorks will do well: Account targeting Driving traffic from target accounts Brand recall by re-targeting Scenarios where RollWorks will not deliver as per expectation 1. It will not target the right contacts when the targeting is too tight. In our case, we go after the C-Level for high-value deals and RollWorks could not perform well in terms of delivering the ads with accurate targeting 2. It will not drive form fills
Score 8 out of 10
Vetted Review
Verified User
We rolled our Rollworks to support our account-based ad campaigns as well as supporting [our] sales [team] with top-level insights.
  • Account based display campaigns
  • Account journey insights
  • Linkedin and Facebook ads: does not support all types of ads
  • Orchestration with other channels like email
[RollWorks has] great entry-level ABM platforms.
Score 6 out of 10
Vetted Review
Verified User
We use Rollworks to increase our outreach to prospects, mostly focusing on companies with intent and the ABM list. It was initially thought that this tool could also be used as a lead generation channel, but we quickly realized this was not true. In addition to ABM ads, we also use this platform for website retargeting and some LinkedIn campaigns.
  • Budget forecast
  • Ability to segmentate targeted accounts
  • Technical onboarding and integrations with HS
  • Targeting personas - plenty of contacts are under "other" job function
  • Cookies for EMEA and APAC regions
  • Salesforce reports - very unfriendly
I can't tell if we are extremely satisfied with the platform. We are having a hard time understanding the impact of Rollworks campaigns on our pipeline. There is traffic from these campaigns, but no conversions have been tracked. The account manager does not provide much help in improving our experience. Most of his suggestions are based on a "guess and check" approach. For B2C companies, this platform may be more relevant.
Score 7 out of 10
Vetted Review
Verified User
We use Rollworks as our account targeting platform. We are a relatively small organization so we do not have the capacity to do a full ABM program however Rollworks serves as our primary MarTech platform to enable us to target accounts in an open opportunity stage or on a target account list. The new Journey Stages feature has been really helpful in visualizing our deal cycles and we also use Bombora which is a direct integration that allows us to feed real-time intent data into our campaigns to hit surging accounts.
  • Journey Stages - great new feature that allows us to visualize our deal cycles
  • Playbook targeting by engagement stage
  • Integrations
  • Easy to upload new ad sets
  • Strong salesforce integration
  • Easy to use, user-friendly interface
  • Flexibility when it comes to adjusting spend without support of a CSM
  • Stronger targeting by job function/industry
  • LinkedIn Campaign integration needs to be improved
Rollworks works for us because we do not have a large budget and we generally do not run super in-depth ABM campaigns. If we had a more focused ABM strategy I could see some of the capabilities falling short. Rollworks checks all the boxes we need at this time, but being a more niche industry we do often struggle with understanding whether we are reaching the right audience through their targeting filters. That being said, we have had a fantastic experience with Rollworks and have a great relationship with our CSM who is consistently assisting with enablement, explaining new features, and helping with strategy and campaign performance. There are new features rolling out regularly and Rollworks has been very upfront and forward about their upcoming roadmap, leaving us excited about future releases.
Score 10 out of 10
Vetted Review
Verified User
At Gubagoo, RollWorks was one of the first additions to our Martech stack. Our goal was to be able to target highly segmented prospects to create and improve brand awareness, while also actioning personalized marketing campaigns to book demos. We were very glad to partner with RollWorks because of their data - we tested a few other companies and RollWorks beat all the competition for data matching.
  • Great Account Managers
  • Competitive Pricing
  • Easy-to-Use Platform
  • Amazing Data!
  • Keeping lists cleaned and up-to-date for users with home-grown CRMs
Because of our industry's challenge with data, RollWorks is great to help you reach customers you may not have otherwise. It's great to use if you have a lean team and need to manage your own ads in-house. RollWorks seems like it would perform best if you have a plug & play CRM that will integrate with their platform. If you have a homegrown CRM, there is a lot more manual effort going into keeping lists clean, pulling newly sold customers, etc.
Score 9 out of 10
Vetted Review
Verified User
ABM is a significant part of our marketing efforts. After a bad experience with another popular ABM platform, we wanted a platform that was effective at finding/targeting contacts in our industry, and that was efficient with our media spend.
  • Finding industry targets
  • Delivery of advertising
  • Cost of media
  • Working with lists within the interface
  • Overall cohesiveness of the interface
RollWorks seems to be well suited for targeting contacts from our industry - and I would use it again in another niche such as ours. When we performed tests with vendors to find match rates based on different kinds of lists, RollWorks had by far the highest cookie pool to reach. If you care about your media cost, that was another place where RollWorks is head and shoulders above; we have saved significantly on media delivery vs. our previous ABM vendor.
November 30, 2021

Rollworks review

Score 7 out of 10
Vetted Review
Verified User
We use Rollworks to run campaigns where we are specifically targeting accounts we’d like to reach. It allows us to use custom messages and speak to these targets as personally as possible. We’re then able to track that back to the sales cycle and use those insights accordingly.
  • Reporting
  • Targeted ads
  • Sales insights
RollWorks isn’t as appropriate for larger more broad campaigns but is more useful for account-based marketing.
Score 7 out of 10
Vetted Review
Verified User
We use RollWorks to get our ads in front of decision makers at a time when it's increasingly difficult to get folks to open emails, attend webinars, download our content. We like that $1K of advertising is included in the software price. As a nonprofit, price point is a critical factor in decision making for account based marketing software.
  • Ease of use with the platform
  • Keeping us informed of product changes
  • Providing a dashboard to see results
  • It takes a full day or longer to review ads, then takes another day or so to push a playbook live
  • Inconsistency with reporting--our Google Analytics say one thing about how many people clicked on ads and their platform says another. GA reports a lot of spam bots clicking on the ads so it makes me wonder if we're really getting in front of the right audience sometimes. Also, there are inconsistencies in the dashboard itself with reporting which is pretty maddening. One section will say a certain number of clicks per account. A separate section will say a different number.
  • For in-depth reporting you have to sign up to receive them via email for the next day. This is very dumb.
I think for organizations with limited budget that RollWorks is a good solution. Although I would prefer to go with a more robust solution like Terminus or Triblio, we just don't have the budget. I would prefer to be able to geo target the ads by states and this platform does not allow you to do that.
Stella Olsson | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
What has helped me the most with respect to sales this platform was to improve an unmatched performance to establish contacts with clients and potential clients, as well as being able to significantly increase the investment rate according to a set time. With this platform it has been possible to obtain a solid capacity to manage ditches that are adapted to our services. It has also helped us to have a better visualization of the proposed schedule by making RollWorks become a partner in the whole process.
  • Its interface is really very simple to use from its first implementation, in addition the reports it generates provide detailed information and thus I can easily consolidate and practice my sales.
  • You can easily send emails automatically, thus being able to send my contacts the information I need to share or send them.
  • It is simple to be able to use marketing and sales display campaigns based on accounts, optimizing all work work thanks to the administrative service offered by experts who know the subject, helping us to obtain better results in our campaigns.
  • It was a bit difficult to be able to implement it with other software, we were barely able to connect it to Salesforce.
  • They should be able to dig deeper into Salesforce reports within this platform.
You can take a look at this platform if you are looking to reach specific companies through advertising, generate sales and improve your marketing.
Megan Kratzman | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
We're using RollWorks to support our ABM and customer focused campaigns. We have the option of uploading lists of customer contact email addresses or domains or sync directly from Salesforce. RollWorks provides very robust reporting and has multiple reports and dashboards available from within Salesforce. This makes it very easy for our Sales and Executive teams to keep up-to-date with progress and highlights of these campaigns.
  • Reports & dashboards are very robust
  • Straightforward & easy to use interface
  • Responsive & flexible customer support
  • Price is a bit steep to get started
  • A contract is required to use the platform
RollWorks is a great platform for a team that has the budget and bandwidth to properly implement. Once initial campaigns are up and running, it's important to continually refine the campaigns to get maximum value from the platform. Keeping in tight communication with your account manager is key!
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