RollWorks Pricing (2026): Plans & Costs
RollWorks offers a free account identification tool, but the ABM platform that makes it useful starts at $975/month. Ad spend is extra.
RollWorks pricing starts at $0 (N/A) for the Starter (Free) plan.
Published Pricing
Starter (Free)
- Account identification
- Basic company data
- Up to 50 accounts
- Limited reporting
Standard
- Account-based advertising
- Audience targeting
- Account scoring
- CRM integration
- Campaign analytics
Professional
- Machine learning scoring
- Advanced targeting
- Salesforce native integration
- Dedicated CSM
- Intent data included
Ultimate
- Full ABM orchestration
- Custom audiences
- Advanced attribution
- API access
- Strategic services
What They Don't Tell You
The listed price is just the starting point. Here are the costs that show up after you sign:
RollWorks platform fees don't include ad spend. Budget separately for display campaigns.
Most plans have a minimum monthly ad spend requirement to activate display advertising.
Bombora-powered intent data is only available on Professional and Ultimate tiers.
Native Salesforce integration requires the Professional tier. Standard uses basic CRM sync.
Onboarding and setup assistance. More complex for Professional and Ultimate.
What It Actually Costs: A Real Example
Mid-market B2B company running ABM with display ads
| Professional platform license | $24,000-$48,000 |
| Display ad spend | $36,000-$60,000 |
| Implementation + onboarding | $3,000-$5,000 (year 1) |
| Salesforce integration | Included in Professional |
| Total Annual Cost | $63,000-$113,000/year (year 1) |
How to Negotiate RollWorks Pricing
Published pricing is rarely the final price for B2B software. Here are tactics that work when negotiating with RollWorks sales teams.
Time Your Purchase
End of quarter (March, June, September, December) is when sales reps have the most pressure to close deals. Contact RollWorks in the last two weeks of a quarter and you will almost always get a better offer than the listed price. End of fiscal year is even better.
Get Competing Quotes
Before talking to RollWorks's sales team, get quotes from at least two competitors. Having a real alternative on the table gives you negotiating power. Mention the competitor and their pricing during your call. Sales reps have authority to match or beat competitor offers.
Negotiate on Terms, Not Just Price
If RollWorks won't budge on the per-user price, negotiate on other terms. Ask for additional seats at no cost, extended contract length at a lower annual rate, free onboarding or training, or inclusion of add-on features that would normally cost extra.
Start with a Shorter Contract
Annual contracts get better per-month pricing than monthly billing, but avoid multi-year commitments on your first purchase. Sign a one-year deal, prove the tool's value to your organization, and then negotiate a multi-year renewal at a discount once you have internal buy-in.
Ask About Startup or Growth Pricing
Many vendors including RollWorks offer discounted pricing for startups, non-profits, or companies under a certain revenue threshold. These programs are rarely advertised on the pricing page. Ask directly whether any special pricing programs apply to your company.
Total Cost of Ownership
The subscription price is just one piece of what RollWorks actually costs. Factor in these additional expenses when building your budget.
Implementation and Onboarding
Getting RollWorks set up properly takes time and often money. Some vendors charge for professional services, others include basic onboarding. Either way, your team will spend hours configuring the platform, migrating data, and building initial workflows. Budget for 2 to 8 weeks of reduced productivity during rollout.
Training and Adoption
A tool only delivers value if people actually use it. Plan for training sessions, documentation, and the learning curve that comes with any new platform. Under-investing in training is the most common reason B2B software purchases fail to deliver expected ROI.
Integration Costs
Connecting RollWorks to your CRM, data warehouse, and other tools may require middleware (Workato, Zapier) or custom development. Native integrations are free, but complex data flows between systems can add $200 to $2,000 per month in middleware costs.
Ongoing Administration
Someone on your team needs to own the RollWorks instance. That means managing users, updating configurations, troubleshooting issues, and staying current with new features. For complex platforms, this can be a part-time or full-time role. For simpler tools, budget a few hours per month.
Switching Costs
If RollWorks doesn't work out, migrating to another platform has real costs. Data export, re-implementation, retraining, and lost productivity during the transition. Factor in switching costs when deciding between a cheaper option that might not scale and a pricier one that covers your needs long-term.
The Bottom Line
RollWorks positions itself as the more accessible ABM alternative to Demandbase and 6sense. The free account identification tool is a smart entry point, but the real product starts at $975/month. With ad spend on top, you're looking at $60K-$110K/year for a meaningful ABM program. That's 40-60% less than 6sense for companies that don't need predictive AI but still want account-based advertising and scoring.
Frequently Asked Questions
How much does RollWorks cost?
The free Starter plan offers basic account identification. Paid plans start at $975/month (Standard). Professional and Ultimate tiers are custom-priced, typically $2,000-$4,000/month. Display ad spend is additional.
Is RollWorks cheaper than 6sense?
Yes. RollWorks Professional with ad spend typically costs $60K-$110K/year. 6sense runs $75K-$250K/year. RollWorks trades predictive AI sophistication for lower cost and simpler implementation.
Does RollWorks include intent data?
Intent data (powered by Bombora) is included in Professional and Ultimate plans. Standard and Starter plans don't include intent signals.