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Easy-to-use Platform: Users have found the platform to be user-friendly with a straightforward and intuitive interface. Several reviewers …
Overview
What is RollWorks?
RollWorks is an Account-Based Platform with ABM and advertising solutions enabling growth-oriented B2B marketers to understand their buyers and drive business results.The RollWorks Account-Based Advertising solution leverages a native demand-side platform (DSP) and B2B customer data platform (CDP), enabling digital…
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What is RollWorks?
RollWorks is an Account-Based Platform with ABM and advertising solutions enabling growth-oriented B2B marketers to understand their buyers and drive business results. The RollWorks Account-Based Advertising solution leverages a native demand-side platform (DSP) and B2B customer data…
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- Premium Consulting/Integration Services
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Product Details
- About
- Integrations
- Competitors
- Tech Details
- FAQs
What is RollWorks?
RollWorks is an Account-Based Platform with ABM and advertising solutions enabling growth-oriented B2B marketers to understand their buyers and drive business results.
The RollWorks Account-Based Advertising solution leverages a native demand-side platform (DSP) and B2B customer data platform (CDP), enabling digital marketers to drive brand awareness and engage a target audience through account-based display advertising. The solution specializes in delivering targeted advertising that connects directly with Ideal Customer Profile (ICP) accounts and their buying committees based on personas, known contacts, and timely buying signals to ensure relevance and pipeline impact, providing a clear path from ad investment to revenue enhancement.
The RollWorks ABM solution, designed for revenue-focused marketers, bridges the gap between marketing and sales to drive revenue gains through targeted account engagement. Emphasizing shared buyer insights, it facilitates Go-To-Market execution and tight alignment of go-to-market teams, to maximize revenue efficiency. RollWorks simplifies ABM by focusing on deep buyer insights, actionable recommendations, precise targeting, and measurable impact. It uses this approach to streamline the complexity of identifying and engaging high-potential accounts, ensuring marketing efforts target those with the highest revenue potential.
With RollWorks the user can:
The RollWorks Account-Based Advertising solution leverages a native demand-side platform (DSP) and B2B customer data platform (CDP), enabling digital marketers to drive brand awareness and engage a target audience through account-based display advertising. The solution specializes in delivering targeted advertising that connects directly with Ideal Customer Profile (ICP) accounts and their buying committees based on personas, known contacts, and timely buying signals to ensure relevance and pipeline impact, providing a clear path from ad investment to revenue enhancement.
The RollWorks ABM solution, designed for revenue-focused marketers, bridges the gap between marketing and sales to drive revenue gains through targeted account engagement. Emphasizing shared buyer insights, it facilitates Go-To-Market execution and tight alignment of go-to-market teams, to maximize revenue efficiency. RollWorks simplifies ABM by focusing on deep buyer insights, actionable recommendations, precise targeting, and measurable impact. It uses this approach to streamline the complexity of identifying and engaging high-potential accounts, ensuring marketing efforts target those with the highest revenue potential.
With RollWorks the user can:
- Learn about who their Ideal Customer Profile is
- Build, rank, and prioritize a Target Account List
- Engage target accounts with personalized, highly targeted advertising campaigns and sales automation
- Measure the effectiveness of ABM programs via bi-directional data sync with CRM system
RollWorks Features
ABM Integrations Features
- Supported: Integrations with third-party software
- Supported: Automated workflow & orchestration
Intent Data Features
- Supported: 3rd party intent signals
- Supported: Downstream intent signals
- Supported: Account identification
Audience Segmentation & Targeting Features
- Supported: Standard visitor segmentation
- Supported: Behavioral visitor segmentation
- Supported: ABM sales intelligence
Engagement Features
- Supported: Automated routing and prioritization
- Supported: Customer interaction histories
- Supported: Syndicated content
- Supported: Personalization
- Supported: Engagement data tracking
Ad Campaigns Features
- Supported: Ad campaign creation
- Supported: Display advertising
- Supported: Contextual advertising
- Supported: Social advertising
- Supported: Ad reporting and analytics
Additional Features
- Supported: Finds the best-fitting accounts by identifying an ideal customer profile, target account lists, and key buyers.
- Supported: Runs cross-channel campaigns to engage high-fit accounts with advertising and SDR emails.
- Supported: Tracks reach and revenue within a dashboard or directly within a connected CRM.
RollWorks Screenshots
RollWorks Video
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RollWorks Integrations
RollWorks Competitors
RollWorks Technical Details
| Deployment Types | Software as a Service (SaaS), Cloud, or Web-Based |
|---|---|
| Operating Systems | Unspecified |
| Mobile Application | No |
Frequently Asked Questions
Reviewers rate Support Rating highest, with a score of 8.4.
The most common users of RollWorks are from Mid-sized Companies (51-1,000 employees).
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Community Insights
TrustRadius Insights are summaries of user sentiment data from TrustRadius reviews and, when necessary, 3rd-party data sources. Have feedback on this content? Let us know!
- Pros
- Cons
- Recommendations
Easy-to-use Platform: Users have found the platform to be user-friendly with a straightforward and intuitive interface. Several reviewers appreciated the simplicity of tasks such as sending automated emails, sharing information, and uploading new ad sets. Additionally, they liked how easy it was to track product changes through the dashboard.
Robust Reporting Capabilities: Many reviewers have praised the platform's strong reporting capabilities. They mentioned that it provides detailed reports, making it simple to analyze and consolidate sales data. Some users also mentioned that setting up reporting dashboards is a breeze, which further enhances their experience with data analysis.
Responsive Customer Support: The customer support team has received positive feedback from several reviewers for being responsive, flexible, and going above and beyond to ensure success. Users appreciated their willingness to assist in optimizing marketing and sales display campaigns based on accounts, leading to improved campaign results.
Integration with HubSpot and other platforms: Some users have expressed the need for RollWorks to improve its integration with HubSpot and other industry-specific platforms. They suggest partnering with renowned industry research firms and data providers to enhance the integration capabilities.
Limited customization options: Several reviewers have mentioned that they would like to see more customization options in RollWorks. They feel that additional flexibility in tailoring the platform to their specific needs would greatly benefit their workflow.
Steep learning curve: A number of users have found RollWorks to have a steep learning curve. They feel that the platform could provide more intuitive onboarding resources, tutorials, and documentation to help new users get up to speed quickly.
Users have made several recommendations based on their experience with RollWorks. These include:
- Have a strong understanding of Account-based advertising and marketing before using RollWorks. This recommendation emphasizes the importance of familiarizing oneself with ABM strategies to maximize the effectiveness of the platform.
- Designate at least one team member to become a super-user of RollWorks. By having a team member dedicated to learning and utilizing RollWorks, organizations can fully leverage its capabilities.
- Consider outsourcing ABM and advertising to a digital agency if RollWorks exceeds the organization's needs. Some users suggest that partnering with a digital agency could be a cost-effective alternative for organizations that may not require the full extent of RollWorks' features.
These recommendations highlight the need for expertise in ABM, internal resource allocation, and considering alternative solutions based on organizational requirements.
Attribute Ratings
Reviews
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December 11, 2021
Maximize your ABM opportunities with RollWorks - stop leaving money or accounts on the table!
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.
- 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.
5
We utilize RollWorks across our Marketing and Sales Enablement teams. We have designated "point people" across the two teams who manage RollWorks insights and feedback to the team on a day to day basis: Our paid advertising manager and our client insights manager. However, a number of other marketing team members access RollWorks frequently on an ad hoc basis to inform campaign development or produce reports. The intent targeting function is particularly useful to all those across our content marketing development and reporting cycle. Our Chief Sales Officer even consults RollWorks due to its ease of use and power of insights - which says a lot about the value RollWorks provides.
2
We feel that anyone who has marketing or sales enablement capabilities, from analyst to manager level, can easily master RollWorks' functions, even the most complex ones. Familiarity with account based marketing is a key skill as it is the basis for the RollWorks platform. All of our team has in-depth knowledge and regular management of various aspects of our ABM machine. Familiarity with data and list management is important to providing quality input that drives accurate output. It is important to involve those with ad campaign skills on the marketing side along with those who are able to oversee follow up on leads by the business development team. That combination of high tech and high touch skills is a winning formula for getting the most out of RollWorks. No special programming or technical skills are required. It is helpful to have those with high competency in CRM tools involved for driving and maintaining the process.
- Insights for refining our ICP and targeting strategy.
- Driving awareness of our brand in a crowded market place.
- Closing gaps in progression down our marketing funnel - providing more line of sight into funnel stages than ever before.
- Expanding and enhancing our sources of lead gen.
- Capturing opportunities to re-engage prospects that we were previously leaving on the table.
- List cleanup and optimization.
- Addition of intent targeting which has grown into an added competency across all marketing efforts - we were not expecting the breadth of insight that this function provides.
- The degree of behavioral targeting capabilities.
- We are planning to add more segmented campaigns.
- We are planning to enhance our engagement efforts.
- We are adding and tracking new KPIs into our reporting and will eventually use them in an integrated marketing dashboard.
- We are increasing our test and learn efforts (particularly A/B testing) and RollWorks easily enables those efforts.
No
- Product Features
- Product Usability
- Product Reputation
- Prior Experience with the Product
The most important factor in our decision was the breadth and depth of features and insight that RollWorks brought to our marketing function. RollWorks clearly filled a huge gap in our outreach and engagement efforts. I had used AdRoll with great success at a prior organization and knew the power of retargeting and intent targeting. As a CMO, I also am responsible for building out a thorough, best in class omnichannel marketing competency. Retargeting was an important missing component. The opportunity cost of our not having this capability was enormous. Therefore, I would not entrust this capability to anything but a dominant market leader such as RollWorks.
I would have adopted RollWorks sooner and quicker. I felt our marketing function was not quite ready to provide the quality and scale of input to power the RollWorks tool. However, I was not aware of the advanced degree of RollWorks' discovery features which allowed us to grow and expand our lists. That is one area where I feel we did not receive enough information during the decisionmaking process. If I had known the extent of the ability of RollWorks to deliver net new accounts, I would have implemented it sooner.
- Implemented in-house
No
Change management was a big part of the implementation and was well-handled
We gained great insight into the interplay between sales and marketing. We were able to close gaps in our handoff of leads to our sales team. We identified and implemented processes for closer integration in activities and communications between the marketing and sales teams. We also saw the power of being able to prove marketing effectiveness of a particular capability to executive management. The executive team is fully bought into retargeting and intent targeting due to RollWorks' strong analytics and reporting capabilities. Stakeholder buy in has never been so easy.
- List structure and quality that we had to provide.
- Playbooks to launch with, particularly the mix of awareness versus engagement, but the account team provide terrific guidance here.
- Optimizing the creative to the guidelines.
- Online training
I would recommend having those with technical and business expertise working closely together within your organization in advance. We held business needs and use case identification working sessions with our team before beginning the process of configuration. This led to a faster configuration cycle. We also consumed all the RollWorks configuration resources before starting the process rather than taking a learn-as-you-go approach. That was time well spent.
Yes - we have customized the interface extensively
As I mentioned, the standard functions available from RollWorks were robust. But we saw results very quickly from the intelligence we were getting from RollWorks. Therefore, we decided to explore more sophisticated levels of customization to increase the value of the output we were able to produce even more. We leaned heavily on the RollWorks account team who have been extremely supportive and generous with their time in our initial and ongoing customization.
No - the product does not support adding custom code
We have sought to optimize the intent and discovery functions. As a result, we have experimented heavily with the groups feature that RollWorks offers. We have created and tested various groups - it is an ongoing optimization process that has yielded new and better insights into our target clients' behavior and interests.
We did decide to go with the package that offered post-sales account support. The pre-sales customer service had been so excellent and value added that we felt we would get the most out of the tool if we continued to have that expert guidance and advice. Our team is lean and the savings in time and learning curve has been well worth the investment. The RollWorks account managers are true partners and an extension of our marketing team.
No
Yes. We had minimal experience in the kind of sophisticated intent and discovery that RollWorks offers. The account team through the ongoing relationship has helped educate me and my team about this important capability and how to build it into our daily marketing and sales efforts. We felt that RollWorks has gone above and beyond the support level we expected with getting us up to speed and providing specific training.
- List upload and management.
- Campaign set up, launch and tracking.
- Standard and custom reporting.
- Some of the more technical settings to optimize ICP targeting were more complex and took some time to recognize - but we had good support from the account team.
- HubSpot
- Google Analytics
It was essential for us for reporting and analytics to have a HubSpot integration. The HubSpot integration was undergoing a planned upgrade during our launch and scale period. So we implemented all functions as they became available. There was timely notice and support for the new functions. We wish they had been available at implementation but the additions went as smoothly as possible.
- File import/export
No
Understand the requirements up front. Involve the technical team in requirements identification. Do some pre-integration planning with the RollWorks account management team including asking them about potential pitfalls and learnings from their experience.
We were able to negotiate the features of the package easily to add in those that would enhance our instance of RollWorks without overkill. The RollWorks business development team took a consultative approach with negotiating terms by seeking to understand our needs, golas and constraints. We also were pleased with the overall value of the solution we received versus the price. Definitely received quality in line with the cost.
As with any vendor, my advice would be to get as clear as possible on your expectations and requirements before going into negotiations about terms and pricing. The RollWorks team was very flexible in meeting all our needs - it was on us to prepare sufficiently and be able to answer their questions to develop the right solution and terms for our needs.
No
- We are about to go through the new release of the HubSpot upgrade so don't have any benefits yet to report.
- Greater features and functionality for campaign reporting.
- Closer integration with our core marketing CRM.
No
No