RollWorks

What is RollWorks?

RollWorks is an account-based marketing platform designed to make ABM accessible and effective for growing B2B companies. Part of NextRoll (which also operates AdRoll), RollWorks launched in 2018 to bring enterprise-grade account-based marketing capabilities to mid-market organizations at accessible price points. The platform combines account identification, advertising, email, and analytics in an integrated solution that marketing teams can deploy without extensive technical resources.

What distinguishes RollWorks is its focus on actionability and results for teams without dedicated ABM specialists. The platform emphasizes simplicity and quick time-to-value while still providing sophisticated capabilities like intent data, account scoring, and multi-channel orchestration. This approach makes ABM achievable for organizations that lack the budgets and resources typically associated with enterprise ABM platforms.

RollWorks serves thousands of B2B companies seeking to implement account-based strategies without enterprise complexity or cost. The platform’s integration with G2’s buyer intent data provides unique insights into accounts researching software solutions, making it particularly valuable for technology companies. Organizations use RollWorks to improve marketing efficiency, accelerate pipeline, and drive revenue from target accounts.

Key Features

• Account Identification: Identifies companies visiting your website using IP intelligence and proprietary matching technology
• ABM Advertising: Delivers targeted display, social, and native advertising to specific accounts across web and mobile
• Intent Data: Integrates G2 buyer intent signals and Bombora data to identify accounts actively researching solutions
• Account-Based Email: Targeted email campaigns synchronized with advertising for coordinated account engagement
• Account Scoring: Prioritizes accounts based on fit, engagement, and intent signals for sales focus
• Website Personalization: Customizes website experiences for target accounts with dynamic content
• Audience Builder: Creates account segments based on criteria like industry, size, technology stack, and engagement
• CRM Integration: Syncs with Salesforce and HubSpot to leverage existing account data and push engagement back
• Attribution and Analytics: Measures account engagement and connects ABM activities to pipeline outcomes
• Sales Intelligence: Provides sales teams visibility into account engagement for prioritized outreach

Latest Updates

RollWorks continues to enhance its platform with improved data, automation, and measurement capabilities for account-based marketing.

• Enhanced G2 Intent: Deeper integration with G2 buyer intent data for more accurate account identification
• Improved Automation: New workflow capabilities for automated account engagement based on triggers
• Expanded Channels: Additional advertising inventory and placements for broader account reach
• Better Analytics: Enhanced reporting connecting account engagement to pipeline and revenue outcomes
• HubSpot Enhancement: Improved native integration with HubSpot for mid-market customers
• AI-Powered Features: Machine learning for account scoring and campaign optimization
• Privacy Updates: Enhanced compliance features for evolving data protection regulations
• Performance Improvements: Platform optimizations for faster campaign execution and reporting

System Requirements

Web Application

• Modern web browser (Chrome, Firefox, Safari, Edge)
• Stable internet connection
• JavaScript enabled
• RollWorks tracking pixel on website

Integrations

• CRM: Salesforce, HubSpot
• Marketing Automation: Marketo, HubSpot, Pardot
• G2 for buyer intent data
• Bombora for additional intent signals

Advertising

• Ad accounts (optional) for extended reach
• LinkedIn Matched Audiences (optional)
• Facebook Business Manager (optional)

How to Install RollWorks

Platform Setup

1. Sign up for RollWorks account
2. Install RollWorks tracking pixel on website
3. Connect CRM integration (Salesforce or HubSpot)
4. Upload target account lists
5. Configure intent data and scoring
6. Set up advertising and email campaigns
7. Train team on platform usage

Pixel Installation

// Add RollWorks pixel to website
<script>
!function() {
  var reb2b = window.reb2b = window.reb2b || [];
  if (reb2b.invoked) return;
  reb2b.invoked = true;
  reb2b.methods = ["identify", "collect"];
  reb2b.factory = function(method) {
    return function() {
      var args = Array.prototype.slice.call(arguments);
      args.unshift(method);
      reb2b.push(args);
      return reb2b;
    };
  };
  for (var i = 0; i < reb2b.methods.length; i++) {
    var key = reb2b.methods[i];
    reb2b[key] = reb2b.factory(key);
  }
  reb2b.load = function(key) {
    var script = document.createElement("script");
    script.async = true;
    script.src = "https://s3-us-west-2.amazonaws.com/b2bjsstore/b/" + key + ".js";
    var first = document.getElementsByTagName("script")[0];
    first.parentNode.insertBefore(script, first);
  };
  reb2b.SNIPPET_VERSION = "1.0.1";
  reb2b.load("YOUR-ROLLWORKS-ID");
}();
</script>

CRM Integration

1. Navigate to Integrations in RollWorks
2. Select and authorize CRM connection
3. Map account and contact fields
4. Configure sync settings and frequency
5. Test data flow between systems

Pros and Cons

Pros

• Accessible Pricing: More affordable than enterprise ABM platforms while delivering solid capabilities
• G2 Intent Data: Unique access to G2 buyer intent signals particularly valuable for software companies
• Easy to Use: Intuitive interface and setup process accessible to teams without ABM specialists
• Quick Implementation: Faster deployment compared to enterprise platforms gets campaigns running sooner
• Multi-Channel: Integrated advertising, email, and web personalization in one platform
• HubSpot Integration: Strong native integration makes RollWorks accessible to HubSpot users
• Responsive Support: Good customer success and support experience for mid-market customers

Cons

• Limited Scale: May lack some advanced capabilities needed by very large enterprise deployments
• Advertising Inventory: Ad network may have less scale than larger competitors like Demandbase
• Intent Coverage: G2 intent focuses on software buyers; other industries may find limited value
• CRM Support: Deep integration limited to Salesforce and HubSpot; other CRMs have basic support
• Customization: Platform may be less configurable than enterprise alternatives for complex requirements

RollWorks vs Alternatives

Who Should Use RollWorks?

RollWorks is ideal for:

• Mid-Market B2B Companies: Organizations seeking ABM without enterprise complexity or cost
• Software Companies: Tech vendors benefiting from G2 buyer intent data showing who's researching solutions
• HubSpot Users: Organizations using HubSpot CRM wanting native ABM capabilities
• Growing Marketing Teams: Teams implementing ABM for the first time who need accessible onboarding
• Limited ABM Budgets: Companies wanting solid ABM capabilities at more accessible price points
• Fast-Moving Teams: Organizations needing quick implementation to get campaigns running

RollWorks may not be ideal for:

• Enterprise Organizations: Very large companies may need more sophisticated platforms
• Non-Software Industries: G2 intent data less valuable for non-technology companies
• Complex Requirements: Organizations with very specific customization needs may need enterprise tools
• Non-Salesforce/HubSpot Users: Organizations using other CRMs have limited integration options

Frequently Asked Questions

What is G2 buyer intent data?

G2 is a software review platform where buyers research products and solutions. G2 buyer intent data captures signals when companies visit G2 to read reviews, compare products, and research categories. RollWorks' integration with G2 provides unique visibility into software buying behavior that other ABM platforms don't have, making it particularly valuable for technology companies.

How does RollWorks pricing work?

RollWorks uses subscription pricing based on factors including account volume, advertising spend, and features selected. Entry-level packages typically start around $25,000 annually, making it more accessible than enterprise platforms. Advertising costs are often included up to certain spend levels. Contact RollWorks for customized pricing based on your requirements.

Can RollWorks work without advertising?

While advertising is a core component of RollWorks, the platform can be used for account identification, intent monitoring, and sales intelligence even without running ads. However, the primary value proposition centers on account-based advertising, so organizations not planning to run ads may find better value in alternative tools focused on their specific use cases.

How does RollWorks integrate with HubSpot?

RollWorks offers native integration with HubSpot that syncs account data, engagement information, and campaign performance bidirectionally. The integration enables RollWorks to use HubSpot account lists for targeting while pushing engagement data back to HubSpot for sales visibility and workflow triggers. This makes ABM accessible to HubSpot-centric organizations.

What industries work best with RollWorks?

RollWorks works well across B2B industries, but provides particular value to software and technology companies due to G2 intent data integration. Organizations selling to buyers who research solutions on G2 see unique benefits from this intent signal. Other B2B industries can still benefit from the advertising and engagement capabilities even without G2 signals.

Final Verdict

RollWorks has successfully carved out a position as the ABM platform of choice for mid-market B2B organizations, particularly in the software industry. The platform's combination of accessible pricing, G2 intent data, and ease of use makes account-based marketing achievable for companies that lack enterprise budgets and dedicated ABM resources.

The platform's strengths lie in its simplicity, quick implementation, and unique G2 intent signals. Organizations using HubSpot particularly benefit from the native integration that brings ABM capabilities into their existing workflow without requiring wholesale technology changes.

Mid-market B2B companies, especially in software and technology sectors, should strongly consider RollWorks for their ABM initiatives. The platform delivers meaningful capabilities at accessible price points while avoiding the complexity that makes enterprise platforms difficult to adopt. While very large organizations may eventually outgrow RollWorks' capabilities, for most mid-market companies it represents the optimal balance of functionality, ease of use, and value.