RollWorks
AdRoll ABM (formerly RollWorks) is the account-based marketing product of NextRoll, Inc., combining B2B buyer intelligence with a multi-channel advertising platform. It targets mid-market and SMB B2B marketing and sales teams with AI-powered account targeting and cross-channel campaign execution.
- Company typePrivate
- Founded2006
- HeadquartersSan Francisco, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What RollWorks does
RollWorks, now operating as AdRoll ABM, is the account-based marketing product line of NextRoll, Inc., a privately held ad-tech company headquartered in San Francisco. The platform combines B2B buyer intelligence with a built-in multi-channel demand-side platform, enabling marketing and sales teams to identify target accounts, activate cross-channel advertising campaigns, and tie spend to pipeline and closed-won outcomes. Its technical core consists of two proprietary AI engines: InIQ, a buyer insight engine built on a foundation of 2.6 billion digital identities and 92 million contacts that defines ideal customer profiles and surfaces in-market accounts, and BidIQ, a registered bid optimization engine that automates real-time bidding across channels. Supporting capabilities include the AdRoll ABM Command Center for real-time signal tracking and next-best-action recommendations, an AI Assistant for workflow automation, and integrations with major CRM and data platforms including HubSpot.
The company targets mid-market B2B marketing and sales teams as its primary segment, with secondary reach into SMB B2B teams and B2B SaaS companies pursuing AI-enabled ABM strategies. Its go-to-market is sales-led with product-led elements, combining direct demo-driven sales, a self-service platform option for smaller teams, and a managed services offering for deployments requiring hands-on campaign support. Revenue is generated through subscription-based platform access with annual billing cadence, though specific pricing is not publicly disclosed. Enterprise customers highlighted in case studies include Snowflake (50% new opportunity rate, 75% increase in SDR-booked meetings), PitchBook (37.9% CPC reduction, 14.9% sales cycle acceleration), and Total Expert (93% account reach, 100% closed-won attribution). The product sits within NextRoll's broader ad-tech ecosystem alongside the legacy AdRoll digital advertising platform, with channel coverage spanning display, mobile, native, social, video, connected TV, and digital out-of-home.
RollWorks firmographics
Firmographics- Name
- RollWorks
- Legal name
- NextRoll, Inc.
- Website
- https://rollworks.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- AdRoll ABM (formerly RollWorks) is the account-based marketing product of NextRoll, Inc., combining B2B buyer intelligence with a multi-channel advertising platform. It targets mid-market and SMB B2B marketing and sales teams with AI-powered account targeting and cross-channel campaign execution.
- Ownership category
- akta.pro rank
RollWorks industry classification
Industry- Product category
- Account-Based Marketing Software
- NAICS
- Marketing Consulting Services (541613), Media Buying Agencies (54183), Advertising Agencies (54181)
- SIC
- Services-Prepackaged Software (7372), Services-Advertising (7310)
- akta.pro primary industry
- Marketing Automation, CRM & Lifecycle Messaging (BPAMALAE)
Keywords
Where RollWorks is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
RollWorks business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- ABM Platform Subscription: Subscription-based access to the AdRoll ABM platform providing account-based buyer intelligence, multi-channel advertising capabilities, and analytics. Platform offers self-service and managed service options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Self-Service and Managed Services options available |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
RollWorks product offering
Product offeringCore offering
RollWorks (rebranded as AdRoll ABM) is an account-based marketing platform that combines B2B buyer intelligence with a built-in cross-channel demand-side platform. The product uses proprietary AI engines (InIQ for buyer insights, BidIQ for bid optimization) to help B2B marketing and sales teams identify high-value target accounts, run multi-channel advertising campaigns, and align marketing with sales pipeline goals.
Product overview
AdRoll (NextRoll, Inc.) operates a unified platform-plus-modules architecture combining the AdRoll digital advertising platform with the AdRoll ABM module (formerly RollWorks). The AdRoll platform serves as the core multichannel advertising engine across display, social, video, native, mobile, connected TV, and digital out-of-home channels, while AdRoll ABM adds account-based marketing capabilities including the proprietary InIQ AI buyer insight engine and BidIQ bid optimization engine. The product family also includes an AI Assistant for intelligent automation and an ABM Command Center for real-time buyer signal tracking and recommendations. The platform targets B2B midmarket teams seeking quick deployment of integrated advertising and ABM strategies.
Differentiator
Problem solved
Functional benefit
Products and services
- AdRoll ABM (formerly RollWorks) Account-based marketing platform combining buyer intelligence with multi-channel advertising, featuring the InIQ AI engine and built-in DSP capabilities to help mid-market B2B teams generate and close pipeline through precise account targeting and AI-powered ad campaigns.
- AdRoll
Quantifiable outcome
- 16% average increase in opportunities for customers
- +4 more outcomes
Companies that use RollWorks
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
RollWorks technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature4 records
RollWorks partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- HubSpotcoreCRM integration partnership enabling AdRoll ABM to sync with HubSpot for unified buyer data, campaign tracking, and sales alignment workflows.
- SnowflakecoreFeatured customer and integration partner using AdRoll ABM for 1:1 ABM experiences. Snowflake logo featured prominently on customer stories page.
- Data Platforms (CRM, sales tools)coreIntegrations with all major data platforms to keep marketing and sales motions in sync, enabling unified buyer journey tracking and attribution.
- Agency PartnersminorDedicated agency partnership program for marketing agencies deploying AdRoll solutions for their clients.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
RollWorks competitors and assessment
Company assessmentDirect peers
- Demandbase: Enterprise ABM platform offering account identification, intent data, advertising, and sales engagement. Direct competitor in B2B ABM targeting mid-market and enterprise segments with similar AI-driven account intelligence.
- Terminus: ABM platform focused on account-based advertising and measurement across display, social, and connected TV. Comparable mid-market positioning with multi-channel ad execution similar to AdRoll ABM.
- Madison Logic: ABM platform combining account-based advertising, intent data, and measurement across B2B channels. Directly comparable multi-channel ABM execution targeting similar mid-market and enterprise B2B teams.
- Metadata: AI-powered demand generation and ABM platform automating account-based advertising across LinkedIn, Facebook, and Google. Direct competitor explicitly referenced in RollWorks' pricing context as a higher-touch mid-market alternative.
- 6sense: AI-powered ABM platform combining intent data, predictive analytics, and multi-channel advertising. Directly competes with AdRoll ABM on buyer identification, intent signals, and campaign orchestration.
Emerging players
- Apollo.io: Sales intelligence and engagement platform with growing ABM-style account targeting and buyer data. Competes for the same mid-market B2B budgets with a strong PLG motion and large contact database.
- Cognism: B2B sales intelligence and account-based targeting platform. Partial overlap with AdRoll ABM's buyer intelligence and account identification capabilities, particularly in EMEA mid-market.
- Triblio: ABM platform offering account-based advertising orchestration, web personalization, and sales enablement. Comparable mid-market focus with overlapping ABM advertising and intent capabilities.
Broad incumbents
- ZoomInfo: Large B2B data and intelligence platform with an ABM module (ZoomInfo ABM / Reachout). Overlaps on buyer intelligence, contact data, and account targeting, but operates as part of a much broader go-to-market data suite.
- LinkedIn Marketing Solutions: LinkedIn's native B2B advertising and ABM tools (Matched Audiences, Account Targeting). Large incumbent with unmatched professional identity graph that competes for the same mid-market ABM advertising budget.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
RollWorks social profiles
Digital presenceRollWorks financial estimates
Financial estimateRevenue estimate
Valuation estimate
RollWorks leadership team
Management profileNumber of profiles
Profiles3 records
RollWorks funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RollWorks M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about RollWorks
What does RollWorks do?
RollWorks (rebranded as AdRoll ABM) is an account-based marketing platform that combines B2B buyer intelligence with a built-in cross-channel demand-side platform. The product uses proprietary AI engines (InIQ for buyer insights, BidIQ for bid optimization) to help B2B marketing and sales teams identify high-value target accounts, run multi-channel advertising campaigns, and align marketing with sales pipeline goals.
Is RollWorks a public or private company?
RollWorks is a private company. It is classified as corporate owned and is currently operating.
When was RollWorks founded?
RollWorks was founded in 2006. It employs 501 to 1,000 people.
Where is RollWorks based?
RollWorks is headquartered in San Francisco, United States, in the North America region.
How does RollWorks make money?
One revenue line is on record: ABM Platform Subscription.
Who are RollWorks's main competitors?
Direct peers on record are Demandbase, Terminus, Madison Logic, Metadata and 6sense. Emerging players are Apollo.io, Cognism and Triblio. Broad incumbents are ZoomInfo and LinkedIn Marketing Solutions.
Does RollWorks have an API?
No public API is recorded for RollWorks.
What industry is RollWorks in?
RollWorks's product category is Account-Based Marketing Software. Its primary akta.pro industry code is BPAMALAE, Marketing Automation, CRM & Lifecycle Messaging. Its NAICS code is 541613 and its SIC code is 7372.