Rollworks ★ 3.2/5

Updated May 2026

Account-Based Marketing (ABM)

Rollworks Review: Is It Still Worth It in 2026?

Rollworks (a NextRoll/AdRoll product) is a mid-market ABM platform bundling account identification, intent data, advertising, and journey orchestration. Strong for SMB and mid-market teams already on AdRoll display ads ; pricing is opaque and lock-in is real. Skip if you're under 30 reps or want monthly billing.

✓ Buy if

You're a 100-500 employee B2B company already running AdRoll display ads
You want mid-market ABM pricing ($25-50K/year) without enterprise-level complexity
You need fast journey orchestration without a heavy RevOps integration project

✕ Skip if

You're under 50 employees — Rollworks pricing won't fit your budget
You don't want bundled display advertising as part of your ABM stack
You need the deepest intent data (6sense and Demandbase outperform here)

Derrick verdict 3.2/5

G2 4.3/5 Capterra 4.2/5

Try Derrick free → Skip to pricing ↓

www.rollworks.com

Rollworks dashboard screenshot - Rollworks review 2026

Starting price

~$10,000/year (custom)

Best for

Mid-market ABM teams on AdRoll

Free plan

Free account-ID Chrome extension

Setup difficulty 6/10 Moderate setup

Account safety 9/10 Safe for your accounts

On this page What is Pricing Pros & Cons vs Derrick Best for Alternatives FAQ Verdict

Overview

What is Rollworks?

Rollworks is the ABM product line inside NextRoll (the company that operates AdRoll display advertising). Launched in 2018, the platform combines account identification, intent data (in partnership with Bombora), audience-targeted advertising, and journey orchestration into a single mid-market ABM stack. The differentiator versus 6sense and Demandbase is price-point and customer profile — Rollworks targets SMB and mid-market teams (50-1,000 employees), where 6sense and Demandbase target enterprise.

Sources 🌐 Official site ↗ in LinkedIn page ↗ ★ G2 / Capterra listing ↗

Pricing

Rollworks pricing 2026

Pricing aggregated from Vendr, G2 verified-buyer reports, and public RFP disclosures (May 2026). Rollworks does not publish pricing on their public site.

Plan	Price	Best for	Key limits
Free (Account ID)	$0	Evaluation only — Chrome extension	Account-ID only · no journeys · no ads · no CRM sync
ABM Starter	~$10K/year	Small teams piloting ABM	Limited journey stages · capped account count · annual contract
ABM Standard	$25-50K/year	Mid-market ABM teams	Full journey orchestration · Bombora intent · CRM sync · annual
ABM Advanced	$75K+/year	Mid-market with display ad spend	Advanced attribution · multi-channel · annual + ad spend
Enterprise	Custom (100K+/yr)	1,000+ employee organizations	Dedicated CSM · custom integrations · multi-year

What the sales call doesn't always disclose

Display ad spend is mandatory on most journey templates — budget $30-100K/year on top of platform fees. Multi-year contracts are heavily incentivised but require capacity-planning : journey limits + account caps are set at contract signature and overages cost extra. Salesforce + HubSpot integrations are included but custom CRM connections (Pipedrive, Attio, Outreach) gate to Advanced or higher. Annual prepay only — no monthly billing on any tier.

Where Rollworks is fair value

If you're a 100-500 employee B2B company already running AdRoll display ads, Rollworks is the cheapest way to add ABM orchestration on top — you save the cost of a separate DSP, you keep one vendor relationship, and ABM Standard at $35K/year is half the cost of 6sense or Demandbase. For teams not on AdRoll, the economics flip — you're paying for an ad network you may not need.

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Compare Rollworks to lighter-weight stacks If you don't need display ads bundled in, see how Derrick + your own ad spend compares.

Compare pricing →

Verdict in detail

Rollworks Pros & Cons - Summary That Actually Helps You Decide

Pulled from G2 + Capterra verified-buyer reviews (Q1 2026), filtered for substance. Rollworks' strongest signals : the AdRoll bundling, the mid-market price-point, and the journey orchestration UX.

✓ Pros

AdRoll display ads are bundled, not bolted-on

Most ABM platforms require a separate DSP for display ads. Rollworks owns the network, so account-targeted ads launch in the same UI as journey orchestration. For teams already on AdRoll, this removes a real integration headache.

Mid-market pricing actually works for mid-market

6sense and Demandbase start north of $50K/year and assume an enterprise sales cycle. Rollworks ABM Standard at $25-50K/year is sized for 100-500 employee companies — and the sales team won't disqualify you for being too small.

Journey orchestration UX is genuinely simple

Journeys are visual, drag-and-drop, and easy to QA. Marketers without RevOps support can build and ship campaigns without a Salesforce admin. Reviewers consistently call out faster time-to-first-campaign than 6sense or Demandbase.

✕ Cons

Pricing is fully opaque

No public pricing means every prospect runs through a full demo + custom-quote dance. Mid-market teams complain about the friction of getting a number — you can spend 3-4 calls just to find out if the platform is in your budget range.

Display ad spend is effectively mandatory

Most journey templates assume display ad delivery as a primary channel. If you don't want to run AdRoll ads, you're paying for the platform but using a fraction of its features. Pure email-first ABM teams find the ad-network bundling forces a multi-product purchase.

Intent data depth lags 6sense and Demandbase

Rollworks uses Bombora as its intent source — solid but not differentiated. 6sense (proprietary intent + Bombora) and Demandbase (multi-source) surface deeper signal. For high-stakes enterprise outbound, the intent gap matters.

The honest comparison

Rollworks vs Derrick - Side by Side

We're biased - Derrick is our product. So this table is the version we'd want our prospects to see before they sign elsewhere.

	RollworksAccount-Based Marketing (ABM)	DerrickGoogle Sheets add-on
Pricing entry	~$10K/yr (ABM Starter)	$10/mo flat
Pricing transparency	Opaque, sales-led	Public, $10/mo
Contract length	Annual minimum	Monthly
Display ads	Bundled (AdRoll network)	Not included
Intent data	Bombora (3rd party)	External integrations
Best for	Mid-market ABM	Spreadsheet-native enrichment

Rollworks wins for mid-market teams running AdRoll display ads who want ABM orchestration in the same stack. Derrick is the layer underneath — list enrichment for the accounts Rollworks identifies.

Install Derrick (free) → 100 free credits · No credit card · 30-second setup

Decision tree

Should You Use Rollworks?

A short, opinionated guide. We'll tell you when Rollworks is the right pick - and when it isn't.

✓ Use Rollworks if you are…

You already spend $30K+/year on AdRoll display ads Rollworks ABM Standard

Your team is 100-500 employees with a dedicated demand-gen function Rollworks Standard or Advanced

You need ABM journeys + ads + CRM sync from one vendor Rollworks (bundled)

✕ Skip Rollworks if you are…

You're under 50 employees or pre-Series A Derrick + manual outbound

You're enterprise and need the deepest intent + scoring 6sense or Demandbase

You don't want display advertising bundled in Bombora (raw intent) + Derrick

Alternatives

Top Rollworks Alternatives

Tools we'd recommend instead, depending on your stack and budget. Derrick first because it's the only one that lives where you actually prospect.

Tool	Best for	Starting price	Why we recommend it
D Derrick Recommended	Sheet-native account enrichment	$10/mo flat	Pairs with any ABM platform · No display ad lock-in · MCP-ready	→
6sense	Enterprise ABM with deep intent	Custom (~$50-75K/yr)	Proprietary intent + Bombora, best signal in market	→
Demandbase	Enterprise ABM with website personalization	Custom ($75K+/yr)	Strong personalization, multi-source intent	→
Breeze Intelligence	HubSpot-native ABM	Custom (HubSpot ecosystem)	Cheapest entry if you're already on HubSpot	→
Bombora	Raw intent data (3rd party)	From $24K/yr	Just the intent layer, pair with any ABM	→
Leadfeeder	Lightweight account ID	From $99/mo	Cheap visitor de-anonymization, no journeys	→

See all Rollworks alternatives →

Head-to-head: Rollworks vs 1 competitor

Three-way: Rollworks vs 2 competitors

Rollworks vs Breeze Intelligence vs Derrick

Compare side-by-side →

FAQ

Frequently Asked Questions

Quick answers to the questions buyers ask us most often about Rollworks.

How much does Rollworks cost?

Rollworks doesn't publish pricing. Industry-aggregated figures put ABM Starter around $10K/year, ABM Standard at $25-50K/year, and ABM Advanced at $75K+/year. Display ad spend on AdRoll is typically billed separately and adds $30-100K/year. Annual contracts only — no monthly billing.

Is Rollworks free?

Rollworks offers a free Chrome extension that does basic account identification (visitor de-anonymization on your own website). The full ABM platform — journey orchestration, intent data, ads, CRM sync — is paid-only with no perpetual free tier.

What's the difference between Rollworks and 6sense?

6sense is enterprise-first (proprietary intent data, deeper account scoring, $50-75K/yr typical start) and assumes a 6-12 month sales cycle. Rollworks is mid-market (Bombora intent, simpler scoring, $25-50K/yr Standard) and signs SMB and mid-market customers without enterprise procurement. Many teams pick Rollworks first then graduate to 6sense at scale.

Do I have to run display ads with Rollworks?

Technically no — you can use Rollworks for account-ID and journey orchestration without ads. Practically yes — most journey templates and the platform's strongest workflows assume display ad delivery via AdRoll. Teams not running display ads typically extract less value than the platform fee justifies.

Does Rollworks integrate with HubSpot and Salesforce?

Yes, native integrations to both. Salesforce sync is included on every paid tier (ABM Starter and up). HubSpot sync is included on Standard and up. Custom CRM connections (Pipedrive, Attio, Outreach) gate to Advanced or require professional services.

Can I get Rollworks pricing without a sales call?

No. Every Rollworks quote is custom-built based on company size, journey complexity, account caps, and bundled ad spend. Expect 2-4 sales calls before receiving a number. If transparent monthly pricing is a hard requirement, Leadfeeder, Breeze Intelligence, or a Derrick + Bombora stack will suit you better.

The verdict

The Verdict on Rollworks

Rollworks is the right tool for 100-500 employee B2B companies already on AdRoll who want to upgrade from display advertising to full ABM orchestration without leaping to enterprise pricing. The bundled ad network is the platform's competitive moat — and its biggest constraint. If your stack already runs through Google Ads, LinkedIn Ads, or a different DSP, you're paying for infrastructure you can't use. For mid-market teams that fit the profile, it's the cheapest path to coherent ABM ; for everyone else, the price-vs-value gap widens fast.

3.2/5

Overall verdict