RollWorks vs Demandbase (2026) Compared
RollWorks is ABM for companies that don't have Demandbase money. Whether that trade-off works depends on how sophisticated your account-based programs need to be.
The Short Version
RollWorks is the better fit for mid-market B2B companies running their first ABM programs on a budget under $30K/year. It integrates tightly with HubSpot and offers solid account identification and advertising without the enterprise complexity. Demandbase wins for larger organizations that need deep intent data, AI-driven account scoring, and a platform that can orchestrate ABM across sales and marketing at scale. The gap between them is shrinking, but Demandbase's data layer is still more mature.
Quick Comparison
| Feature | RollWorks | Demandbase |
|---|---|---|
| Entry Price | $12K-$25K/year | $40K+/year |
| Account Identification | IP-based + Bombora intent | Proprietary AI + intent graph |
| Advertising | Display, LinkedIn, retargeting | Display, LinkedIn, CTV, social |
| Intent Data | Bombora partnership | Proprietary + Bombora |
| CRM Fit | HubSpot (native), Salesforce | Salesforce (deep), HubSpot |
| Account Scoring | Rules-based + firmographic | AI/ML predictive scoring |
| Sales Intelligence | Basic account insights | Full engagement minutes, personas |
| Personalization | Ad personalization | Website + ad personalization |
| Contract Terms | Annual, some flexibility | Annual, multi-year common |
Deep Dive: RollWorks
What They're Selling
RollWorks positions itself as ABM for growth-stage companies. It's a NextRoll product (same company behind AdRoll) with strong roots in B2B advertising and retargeting. The pitch is simple: identify target accounts, run ads to them, and measure engagement without spending six figures.
What It Actually Costs
Plans start around $12K/year for basic account identification and advertising. Most mid-market teams land at $18K-$30K/year once they add intent data (via Bombora) and expanded account lists. No per-seat charges for the advertising side, but CRM integrations and advanced reporting can bump costs.
What Users Say
Users like the HubSpot integration and the advertising capabilities. The platform is simpler to set up and manage than enterprise ABM tools. Complaints center on the account identification accuracy (IP-based resolution has its limits), reporting depth, and limited sales team features. It's a marketing-first ABM tool.
Pros
- Affordable entry point for first-time ABM
- HubSpot integration is best-in-class among ABM platforms
- Strong B2B advertising from AdRoll heritage
- Simpler to learn and deploy than enterprise alternatives
Cons
- Account identification relies heavily on IP, which is less reliable with remote work
- Intent data requires Bombora add-on (extra cost)
- Sales team features are thin compared to Demandbase
- Reporting and attribution can feel basic
Deep Dive: Demandbase
What They're Selling
Demandbase positions itself as the most comprehensive ABM platform in the market. It combines proprietary intent data, AI-driven account scoring, advertising, and sales intelligence into one platform. The pitch: stop guessing which accounts to target and let the data guide every interaction.
What It Actually Costs
Demandbase doesn't publish pricing. Most deals start at $40K/year for mid-market and can climb past $100K for enterprise deployments with full intent data, advertising, and personalization. Multi-year contracts are the norm, and add-ons for website personalization, data enrichment, and advanced analytics inflate the total.
What Users Say
Users praise the intent data quality and the depth of account insights. The platform's ability to surface accounts that are actively in-market is its strongest selling point. Complaints focus on cost, implementation complexity, and a steep learning curve. Some users report that the advertising ROI can be hard to measure, and the platform requires dedicated RevOps or marketing ops talent to manage.
Pros
- Proprietary intent data is among the strongest in the market
- AI-powered account scoring reduces manual list building
- Deep Salesforce integration with account-level engagement tracking
- Website personalization and advertising in one platform
Cons
- Expensive, with opaque pricing and aggressive upselling
- Requires dedicated admin or ops person to manage effectively
- Implementation can take months for full deployment
- Overkill for companies running simple ABM programs
Which Should You Pick?
The Honest Take
RollWorks and Demandbase serve different stages of ABM maturity. RollWorks is where most companies should start: affordable, straightforward, and integrated with the CRM they already use. Demandbase is where you go when your ABM program has proven ROI and needs deeper intent signals, AI scoring, and multi-channel orchestration. The mistake most companies make is buying Demandbase before they've figured out basic account targeting. Don't buy a Formula 1 car for your first driving lesson.
Questions to Ask Before Buying
- What CRM do you use? RollWorks is stronger with HubSpot; Demandbase with Salesforce.
- Have you run ABM campaigns before, or is this your first program?
- Do you have a dedicated marketing ops or RevOps person to manage the platform?
- Is intent data a core part of your outbound strategy?
- What's your annual ABM budget, including advertising spend?
Frequently Asked Questions
Is RollWorks cheaper than Demandbase?
Yes, significantly. RollWorks starts around $12K-$25K/year for mid-market companies. Demandbase typically starts at $40K+ and can exceed $100K for enterprise deployments. The gap narrows when you add Bombora intent data to RollWorks, but it's still less expensive overall.
Can RollWorks replace Demandbase?
For basic ABM (account identification, advertising, engagement tracking), yes. For advanced use cases like proprietary intent data, AI-driven account scoring, website personalization, and deep Salesforce orchestration, RollWorks doesn't match Demandbase's depth.
Do both integrate with Salesforce?
Yes, but differently. Demandbase has a deeper native Salesforce integration with account-level engagement tracking and pipeline influence reporting. RollWorks integrates with Salesforce but was built HubSpot-first, so the Salesforce experience is less polished.
Which has better intent data?
Demandbase. It has proprietary intent data built from its own data network, plus Bombora as a supplement. RollWorks relies entirely on Bombora for intent signals, which is good but not as granular as Demandbase's proprietary layer.