Account-Based Marketing (ABM) Rollworks Review: Is It Still Worth It in 2026?
Rollworks is an account-based marketing platform combining account intelligence, display ads and journey orchestration, best for mid-market ABM teams already on AdRoll. A free account-ID Chrome extension exists, and paid ABM is custom, from around $10,000 per year. Skip it if you have under 50 employees, do not want bundled display advertising, or need the deepest intent data.
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.
- 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
- 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)
Install the add-on and enrich your lists without leaving your spreadsheet.
Install in Google Sheets →
https://app1.derrick-app.com/mcp Call the same enrichment endpoints straight from your own stack or workflow.
Read the API docs →
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.
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 | Typical use | 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.
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.
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.
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) | DerrickWeb app · Sheets · Claude · API | |
|---|---|---|
| Pricing entry | ~$10K/yr (ABM Starter) | Free plan · from €20/month |
| Pricing transparency | Opaque, sales-led | Public, from €20/month |
| Contract length | Annual minimum | Monthly |
| Display ads | Bundled (AdRoll network) | Not included |
| Intent data | Bombora (3rd party) | External integrations |
| Best for | Mid-market ABM | List enrichment (web app, Sheets, Claude, API) |
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.
Alternatives
Account-Based Marketing alternatives to Rollworks
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 | Typical use | Starting price | What it does differently | |
|---|---|---|---|---|
| D Derrick Recommended | Account enrichment (web app, Sheets, Claude, API) | from €20/month | 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 | → |
Head-to-head: Rollworks vs 1 competitor
The verdict
Who should skip 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.
Score breakdown
- Ease of use4.5/5Visual drag-and-drop journeys let marketers ship campaigns without RevOps or a Salesforce admin.
- Data quality3.0/5Intent comes from Bombora, solid but less differentiated than platforms with proprietary intent.
- Pricing value2.5/5No public pricing, and display ad spend is effectively mandatory in most journey templates.
- Support & reliability3.0/5Owns the AdRoll network, so account-targeted ads run natively without a separate DSP.
derrick •
Switch from Rollworks to Derrick
- Web app: import a list or paste LinkedIn URLs, nothing to install
- Free plan: 100 credits every month, no credit card
- Also in Google Sheets, in Claude (MCP) and via the API
- Native LinkedIn and Sales Navigator import
Install the add-on and enrich your lists without leaving your spreadsheet.
Install in Google Sheets → https://app1.derrick-app.com/mcp Call the same enrichment endpoints straight from your own stack or workflow.
Read the API docs →No credit card · No contract
How we review
We read Rollworks's public pricing page and documentation, analyse verified user reviews on G2 and Capterra, and compare it with Derrick on the same criteria. Derrick is our product, and we say so in every comparison.
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