RollWorks Review: Pricing, Features & What the Data Shows
ABM platform from NextRoll that makes account-based advertising accessible with a free entry point.
What RollWorks Does
RollWorks is an account-based marketing platform from NextRoll (the company behind AdRoll) that makes ABM accessible to teams that aren't ready for the $30K-$50K+ annual commitment that 6sense and Demandbase require. It combines account identification, intent data, account-based display advertising, and sales insights into a platform that can scale from free to enterprise—a rarity in the ABM space.
The advertising capabilities are RollWorks' core strength. NextRoll's heritage is ad tech, and that shows. The platform's programmatic display ad targeting for account lists is strong, with good reach, frequency controls, and cross-device targeting. If your ABM strategy starts with making sure target accounts see your brand before the sales team reaches out, RollWorks handles that workflow well and at a lower price point than its enterprise competitors.
Beyond advertising, RollWorks includes intent data signals to identify in-market accounts, account scoring to help prioritize outreach, and CRM integrations with Salesforce and HubSpot. These features work, but they're not as deep as what 6sense or Demandbase offer. The predictive AI is less sophisticated, the multi-channel orchestration is more limited, and the reporting doesn't have the depth that enterprise ABM teams expect.
Think of RollWorks as the ABM on-ramp. For mid-market B2B marketing teams that want to start running account-based programs—particularly account-based advertising—without a massive budget commitment, it's a practical first step. The free tier lets you test the approach, and paid tiers scale as your ABM program matures. If and when you outgrow it, the concepts and processes you've built transfer directly to 6sense or Demandbase.
RollWorks Key Features
Account-Based Advertising
Programmatic display ad targeting for your ABM account lists, powered by NextRoll's ad tech infrastructure with strong reach, frequency controls, and cross-device targeting capabilities.
Account Identification
Identifies which target accounts are visiting your website, researching your category, and showing intent signals, giving marketing and sales teams visibility into in-market accounts.
Intent Data Integration
Surfaces intent signals that indicate which accounts are actively researching solutions in your category, helping prioritize accounts that are more likely to be in an active buying cycle.
Account Scoring
Scores and ranks target accounts based on fit and engagement signals, helping teams focus their time and budget on the accounts most likely to convert.
CRM Integration
Direct integrations with Salesforce and HubSpot sync account lists, engagement data, and intent signals directly into your CRM workflow for sales follow-up.
Free Starter Tier
A genuinely functional free tier that includes account identification and basic intent signals, letting teams test ABM concepts before committing to paid plans.
Who Uses RollWorks
ABM Advertising on a Mid-Market Budget
A B2B SaaS company with a $50K marketing budget can't afford 6sense or Demandbase. They use RollWorks to target their top 200 accounts with display ads, building brand awareness before the sales team begins outreach. The advertising spend is managed within RollWorks, and account engagement data flows into HubSpot for sales follow-up.
Testing ABM Before Full Commitment
A marketing team that's been running lead-based demand gen wants to experiment with ABM. They start with RollWorks' free tier to identify which target accounts are visiting their website, then upgrade to run account-based ad campaigns. The results inform whether to invest in a full ABM platform later.
Sales and Marketing Account Alignment
Marketing uploads the sales team's target account list into RollWorks, runs display ads against those accounts, and shares engagement data back through Salesforce. Sales reps can see which of their accounts have been served ads and which are showing engagement, creating alignment between ad spend and outbound efforts.
RollWorks Pricing
Starter
Account identification, basic intent signals, limited targeting
Standard
Account-based advertising, advanced targeting, CRM integrations
Professional
Full ABM orchestration, retargeting, advanced reporting
Ultimate
Enterprise features, machine learning scoring, dedicated support
RollWorks stands out in the ABM market for offering a genuinely free Starter tier. It includes account identification and basic intent signals at no cost—enough to test ABM concepts and see if the approach works for your business before spending anything.
Paid tiers (Standard, Professional, Ultimate) are custom-priced but generally more accessible than enterprise ABM platforms. Most mid-market deployments run $15K-$40K/year for Standard or Professional tiers, which includes account-based advertising, advanced targeting, and CRM integrations. Enterprise pricing scales higher with machine learning scoring and dedicated support.
Ad spend is typically separate from the platform fee. You'll need budget for both the RollWorks subscription and the media spend for your display ad campaigns. Total program costs (platform + ad spend) for a mid-market ABM program typically run $30K-$75K/year.
Compared to 6sense ($30K-$100K+/year) and Demandbase ($30K-$75K+/year), RollWorks offers a more affordable entry point, especially for teams that want to focus primarily on account-based advertising rather than full multi-channel orchestration.
Job Market Demand for RollWorks
RollWorks appears in 2 job postings across 2 companies in our database of 23,338+ analyzed job postings. The average salary range for roles requiring RollWorks: $250K - $275K.
Department
- SVP of Marketing
- Enterprise Sales Development Representative (Part-time)
- snappr (1)
- hyperproof (1)
Pros & Cons
Pros
- Free tier makes ABM accessible to teams that aren't ready for a $30K+ commitment
- Strong account-based advertising powered by NextRoll's programmatic ad tech
- Good intent data integration for identifying in-market accounts
- Salesforce and HubSpot integrations for syncing account intelligence to your CRM
- More affordable entry point than 6sense or Demandbase for getting started with ABM
Cons
- Primarily advertising-focused, less multi-channel than 6sense or Demandbase
- Reporting and attribution aren't as deep as enterprise ABM platforms
- Predictive AI and account scoring are less sophisticated than top-tier competitors
- Custom pricing on paid tiers makes comparison shopping difficult
- Brand awareness is lower than 6sense or Demandbase in the ABM market
Best for: Mid-market B2B marketing teams that want to start with ABM advertising without committing to enterprise-level pricing and complexity
Not ideal for: Enterprise marketing teams that need full multi-channel ABM orchestration, advanced predictive AI, and deep analytics
RollWorks Alternatives
| Tool | Starting Price | Job Mentions | Best For |
|---|---|---|---|
| 6sense | $25,000+/yr | 22 | Mid-market to enterprise B2B companies with $50K+ ABM budgets and aligned sales/marketing teams |
| Demandbase | Custom | 8 | Mid-market to enterprise B2B companies with dedicated marketing ops running account-based programs |
| Terminus | Custom | 1 | Mid-market B2B marketing teams running account-based programs who need multi-channel ad targeting and engagement tracking |
Frequently Asked Questions
RollWorks vs 6sense: how do they compare?
6sense is the more complete ABM platform with stronger AI, deeper multi-channel orchestration, and more sophisticated predictive scoring. RollWorks is more accessible and affordable, with particular strength in programmatic advertising. Think of RollWorks as an ABM starting point and 6sense as the enterprise destination. Teams often start with RollWorks and graduate to 6sense as their ABM program matures.
Is the RollWorks free tier useful?
Yes. The Starter tier gives you account identification and basic intent signals at no cost. It's a genuine way to test ABM concepts and identify which target accounts are visiting your site or showing intent. It won't give you the full advertising and orchestration capabilities, but it's a solid starting point.
Can RollWorks handle multi-channel ABM?
RollWorks' core strength is display advertising. It has some email and sales insight features, but it's not as strong as 6sense or Demandbase for coordinating across ads, email, web personalization, and sales triggers simultaneously. If multi-channel ABM orchestration is your priority, evaluate the enterprise ABM platforms.
Our Verdict on RollWorks
RollWorks is the right ABM platform for teams that want to start running account-based programs without the budget and complexity of enterprise alternatives. The advertising capabilities are genuinely strong—NextRoll's ad tech roots show—and the free tier makes it possible to test ABM concepts before committing budget.
The trade-off is depth. RollWorks is primarily an advertising and account identification platform. If you need full multi-channel ABM orchestration, sophisticated predictive AI, or deep intent data, 6sense and Demandbase are more complete platforms. RollWorks doesn't try to match them on those dimensions.
For mid-market B2B marketing teams spending $30K-$75K/year on ABM (including ad spend), RollWorks delivers solid account-based advertising, useful intent signals, and CRM integration at a price that works. It's the ABM on-ramp—start here, prove the model, and graduate to an enterprise platform if and when your program demands it.