RollWorks alternatives: what to do now that RollWorks is AdRoll ABM
RollWorks is no longer a separate brand. AdRoll sells the product as AdRoll ABM, and its own page describes it as “AdRoll ABM (formerly RollWorks)”.
What happened to RollWorks?
RollWorks is now sold as AdRoll ABM. Verified 2026-09-09: rollworks.com redirects to adroll.com/solutions/account-based-marketing, and the page there is headed “Generate pipeline and grow revenue with AdRoll ABM” and describes the product as “AdRoll ABM (formerly RollWorks)”. Both companies were already under NextRoll, so this is a brand consolidation rather than an acquisition.
Does that change anything for a buyer?
Less than the Terminus merger did, because the owner did not change. What does change is how you buy and who you compare against: an evaluation now sits inside AdRoll's lineup rather than as a standalone ABM shortlist entry. Ask which capabilities are in the ABM package and which are separate AdRoll products.
What are the best RollWorks alternatives?
Demandbase and 6sense for full-stack ABM at enterprise scale, AdRoll ABM itself if you are happy on the product, Bombora for intent as a data layer, ZoomInfo for contact and company data, and Metadata for running and measuring the paid media against closed-won revenue.
| Platform | What it replaces | Best fit |
|---|---|---|
| AdRoll ABM | Staying put, under the current name | Teams happy with the product and the mid-market price |
| Demandbase | The whole stack: prediction, identification, advertising | Enterprise teams wanting one contract |
| 6sense | Predictive intent and buying-stage scoring | Large named-account lists with a team to act on them |
| Bombora | The topic-intent layer only | Teams with their own activation who just need signal |
| ZoomInfo | Contact and company data, some intent | Sales-led motions that need people, not just accounts |
| Metadata | Running and measuring the paid media | Teams whose spend is the thing they cannot prove |
What should you actually compare them on?
Not features. Ask each vendor what a customer costs, not what a lead costs.Across 132 advertisers running lead-generation spend in our 2026 benchmark, 42 had no CRM opportunity signal at all: no pipeline traceable to their ads, sourced or influenced. The 90 that connected a CRM sourced $7.97 of pipeline per lead-gen dollar.
Building the audience yourself costs more per lead, $208 against $176 for the ad platform’s own targeting. On the numbers we can publish, where the click lands and which channel carries it move pipeline more than the audience does: LinkedIn sourced $10.20 of pipeline per $1 of lead-gen spend, lead forms sourced 9.3x against 5.3x for landing pages, and retargeting 9.6x. Build the audience for the accounts you want, then judge every campaign on pipeline per dollar.
Where to go next
The full B2B advertising benchmarks carry cost per lead by channel with the number of advertisers behind every figure, and the 6sense alternatives page compares twelve platforms on the same basis. The dataset is published under CC BY 4.0.