About
RollWorks AI ABM, now operating under the AdRoll brand, is a comprehensive account-based marketing solution designed for B2B revenue teams looking to identify, engage, and convert high-value accounts at scale. Built on a foundation of 2.6 billion digital identities and 92 million contacts, the platform's proprietary AI engine defines ideal customer profiles, surfaces unknown target accounts, and prioritizes buyers who show the strongest purchase intent signals. The platform's Command Center tracks buyer signals in real time, recommending next-best actions such as adding records to a CRM, building account lists, or routing priority accounts to sales reps. Marketers can then activate multi-channel advertising campaigns—spanning display, social, connected TV, mobile, and digital out-of-home—with personalized messaging tailored to each account's stage in the funnel. RollWorks AI ABM integrates seamlessly with popular CRM and marketing automation platforms to keep sales and marketing teams aligned. Built-in attribution and analytics capabilities measure the impact of ABM efforts all the way to closed-won revenue, helping teams prove ROI and optimize spend. Customers like Snowflake have reported a 75% increase in SDR-booked meetings, while others like PitchBook achieved a 37.9% reduction in CPC. The platform is ideal for B2B marketers, demand generation teams, and sales leaders at mid-market and enterprise companies seeking to run sophisticated, data-driven ABM programs.
Key Features
- AI-Powered Account Identification: Leverages 2.6 billion digital identities and proprietary AI to define ideal customer profiles, surface unknown target accounts, and prioritize those most likely to purchase.
- Real-Time Buyer Signal Tracking: The ABM Command Center monitors buyer intent signals in real time and recommends next-best actions, such as adding contacts to your CRM or routing priority accounts to sales.
- Multi-Channel Account Advertising: Activates personalized ad campaigns across display, social media, connected TV, mobile, and digital out-of-home to engage decision-makers wherever they are.
- Unified Marketing & Sales Alignment: Integrates with CRM and marketing automation platforms to synchronize marketing and sales motions, keeping both teams working from the same account data.
- Full-Funnel ABM Attribution: Measures ABM impact from first touch to closed-won revenue, tying advertising efforts to pipeline and providing unified reporting with CRM data.
Use Cases
- B2B demand generation teams running targeted account-based advertising campaigns to engage enterprise decision-makers across multiple digital channels.
- Sales and marketing teams aligning on high-priority accounts by using real-time buyer intent signals to trigger timely outreach and personalized ad campaigns.
- Revenue operations leaders measuring the true impact of ABM investments by attributing advertising efforts to pipeline creation and closed-won deals.
- B2B companies expanding into new market segments by using AI-driven ideal customer profile modeling to identify and prioritize net-new target accounts.
- Enterprise marketers retargeting existing customers or open opportunities with personalized messaging across CTV, display, and social to accelerate deal cycles.
Pros
- Massive Identity Graph: Built on 2.6 billion digital identities and 92 million contacts, enabling highly precise account targeting that many competitors can't match.
- Proven Revenue Impact: Customers report measurable outcomes such as a 75% increase in SDR-booked meetings and 37.9% CPC reductions, backed by robust attribution reporting.
- Broad Channel Coverage: Supports advertising across display, social, CTV, mobile, and DOOH from a single platform, reducing the need for multiple point solutions.
- Seamless CRM & Sales Integration: Deep integrations with CRM platforms ensure sales and marketing stay aligned, with automated workflows to act on buyer signals without manual effort.
Cons
- Enterprise-Focused Pricing: The platform is primarily built for mid-market and enterprise B2B companies, making it potentially cost-prohibitive for smaller teams or early-stage startups.
- Requires Demo to Get Started: Pricing and onboarding are not self-serve for the full ABM product, which adds friction for teams wanting to quickly evaluate the platform.
- Learning Curve for Advanced Features: Setting up sophisticated multi-touch ABM plays, custom audiences, and attribution models can require significant time and marketing operations expertise.
Frequently Asked Questions
What is RollWorks AI ABM?
RollWorks AI ABM (now part of AdRoll) is an account-based marketing platform that uses AI to help B2B teams identify high-value target accounts, engage them with multi-channel advertising, and measure the impact on pipeline and revenue.
How does the AI identify target accounts?
The platform's proprietary AI analyzes a database of 2.6 billion digital identities and 92 million contacts to build an ideal customer profile and surface accounts that best match it, as well as identify buying signals indicating purchase intent.
Which advertising channels does RollWorks AI ABM support?
It supports display, social media, connected TV (CTV), mobile, native, video, and digital out-of-home (DOOH) advertising, allowing you to reach target accounts across multiple touchpoints.
Does it integrate with CRM platforms?
Yes, RollWorks AI ABM integrates with popular CRM and marketing automation platforms, enabling bidirectional data sync so that buyer signals can trigger CRM updates and sales outreach directly.
How does it measure ABM ROI?
The platform includes full-funnel attribution that ties ad impressions, clicks, and engagement back to pipeline opportunities and closed-won revenue, with unified reporting that augments your existing CRM data.
