# RollWorks **Source:** https://geo.sig.ai/brands/rollworks **Vertical:** Revenue Intelligence **Subcategory:** Account-Based Marketing **Tier:** Growth **Website:** rollworks.com **Last Updated:** 2026-04-14 ## Summary RollWorks is an ABM platform helping B2B companies identify target accounts, reach buying teams with precision ads, and measure account engagement pipeline impact. ## Company Overview 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. 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. 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. ## Frequently Asked Questions ### How does RollWorks measure the impact of ABM advertising on sales pipeline? RollWorks connects advertising engagement data at the account level to CRM pipeline stages in Salesforce and HubSpot, attributing account progression and pipeline creation to specific advertising programs — giving marketing teams revenue-linked measurement beyond click-through rates. ### What is RollWorks and what does it do? RollWorks is an account-based marketing (ABM) platform and division of NextRoll that enables B2B companies to identify target accounts, engage buying teams with precision-targeted digital advertising, and measure how account engagement converts to pipeline. It combines intent data, account identification, and multi-channel advertising into a unified ABM execution platform. ### How does RollWorks identify target accounts? RollWorks uses machine learning models trained on first-party CRM data combined with firmographic data, intent signals (topics prospects are researching), and technographic data (tools companies use) to identify and score accounts most likely to buy. These models surface in-market accounts that fit the ICP before they raise their hand via inbound channels. ### What channels does RollWorks support for account-based advertising? RollWorks runs account-based advertising across display, social (LinkedIn, Facebook), connected TV, and retargeting channels — targeting by account rather than by individual cookie or demographic. This means ads reach multiple members of the buying committee at a target account across their digital touchpoints. ### How does RollWorks integrate with Salesforce and HubSpot? RollWorks connects bidirectionally with Salesforce and HubSpot, syncing account lists from CRM, passing engagement data back to CRM contact and opportunity records, and allowing sales reps to see account advertising engagement alongside their pipeline data. This integration enables coordinated sales and marketing motions tied to the same account list. ### How does RollWorks compare to Demandbase and 6sense? All three are ABM platforms competing for the same B2B marketing budget. Demandbase and 6sense are larger, more expensive enterprise platforms with broader intent data networks. RollWorks differentiates by its advertising execution depth (as an ad tech company via NextRoll), its tighter HubSpot integration, and its accessibility to mid-market teams with smaller budgets. ### What is NextRoll and how does it relate to RollWorks? NextRoll is the parent company that operates both RollWorks (B2B ABM platform) and AdRoll (B2C ecommerce advertising platform). NextRoll was originally AdRoll, a pioneer in retargeting advertising. It split into two products to serve distinct markets — B2B with account-based targeting through RollWorks and B2C with ecommerce advertising through AdRoll. ### What ABM metrics does RollWorks track? RollWorks provides account-level engagement scores (based on ad impressions, clicks, and site visits), account progression tracking (moving through pipeline stages), advertising-influenced pipeline and revenue attribution, and intent signal trending — giving CMOs and demand generation leaders account-centric views of marketing program performance. ## Tags adtech, ai-powered, analytics, b2b, enterprise, marketing, platform, saas, sales --- *Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*