RollWorks

Mid-market ABM platform competing against enterprise-focused players like 6sense and Demandbase, with strong programmatic advertising roots via parent company NextRoll

RollWorks is an account-based marketing (ABM) platform designed for B2B companies seeking to align sales and marketing efforts around high-value target accounts. The platform leverages machine learning and a proprietary data graph to help companies identify their ideal customer profiles, prioritize accounts based on intent signals, and engage decision-makers across digital advertising channels. RollWorks enables coordinated outreach across display, social, and connected TV advertising while providing sales teams with actionable account insights. Originally launched as a division of NextRoll (formerly AdRoll Group), RollWorks was purpose-built to address the B2B ABM market while its sibling product AdRoll focused on B2C and ecommerce. The platform integrates deeply with CRM systems like Salesforce and HubSpot, as well as marketing automation tools, allowing revenue teams to measure pipeline influence and revenue impact from ABM programs. RollWorks competes in the growing ABM technology space against platforms like Demandbase, 6sense, and Terminus. RollWorks holds a notable position in the mid-market ABM segment, offering a more accessible price point than some enterprise-focused competitors while still providing robust data and targeting capabilities. Its parent company NextRoll's background in performance advertising gives RollWorks a strong foundation in programmatic ad delivery and audience data, differentiating it from pure-play ABM software vendors. The platform is particularly valued by B2B companies with smaller marketing teams looking to implement ABM without extensive technical resources.