Company Overview
About RollWorks
RollWorks is an account-based marketing platform, operating as a division of NextRoll, that enables B2B revenue teams to identify their ideal customer profile accounts, engage buying teams across digital channels with targeted advertising, and measure how account engagement translates to pipeline and revenue. The platform's account identification layer combines machine learning models trained on first-party CRM data with third-party intent and firmographic data to build and rank account lists based on fit and buying readiness, giving marketing and sales teams a shared prioritized account view that replaces manual list building with a continuously updated model. This fit-and-intent scoring forms the foundation for the advertising and sales activation workflows built on top.
Business Model & Competitive Advantage
The platform's digital advertising capabilities allow marketers to serve display, social, and retargeting ads specifically to contacts at identified target accounts across LinkedIn, Google, and other programmatic channels — ensuring that advertising spend concentrates on the companies most likely to buy rather than spreading across broad audience segments. RollWorks tracks ad engagement at the account level, correlating advertising touchpoints with account progression through the pipeline stages tracked in Salesforce and HubSpot, and attributing pipeline influence to specific advertising programs. This closed-loop measurement allows marketing teams to demonstrate the revenue contribution of ABM advertising beyond traditional last-touch attribution models.
Competitive Landscape 2025–2026
RollWorks serves B2B marketing and revenue operations teams at mid-market companies that need a focused ABM platform accessible in terms of both implementation complexity and price point relative to enterprise ABM suites. As a NextRoll division, it leverages NextRoll's programmatic advertising infrastructure and data co-operative alongside dedicated ABM product development. RollWorks competes with Demandbase, 6sense, and Terminus in the ABM platform market, differentiating through its accessible pricing for mid-market buyers and the depth of its programmatic advertising execution capabilities.
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