RollWorks is an account-based marketing platform designed for mid-market B2B companies that want the benefits of ABM — targeted advertising, account scoring, and intent data — without the enterprise price tag of 6sense or Demandbase. Part of the NextRoll family, it offers HubSpot-native integration and self-serve onboarding that makes ABM accessible to smaller teams.
Product Overview
RollWorks focuses on the core ABM use case: identify your best-fit accounts, reach the buying committee with targeted ads, and alert sales when accounts show engagement signals. Its Account Scoring model combines ICP fit, intent data, and engagement signals to produce a single prioritisation score for each account. The HubSpot integration is best-in-class for mid-market — account scores, intent data, and ad engagement flow directly into HubSpot contact and company records for sales activation.
Key Features
- Account Scoring: AI-driven score combining ICP fit, intent, and engagement — ranks target accounts by likelihood to convert.
- Intent Data: Bombora-powered intent signals showing which accounts are researching relevant topics right now.
- Account-Based Advertising: Programmatic display and social ads targeted to named accounts and buying committee personas.
- HubSpot Integration: Best-in-class HubSpot native integration — account scores and intent signals appear directly in HubSpot records.
- Journey Events: Alert sales via Slack or email when target accounts hit key engagement milestones — page visits, ad clicks, intent spikes.
Best For
Mid-market B2B marketing teams using HubSpot who want to run a structured ABM programme with account targeting and intent signals at a price point below 6sense or Demandbase.
Pricing
Starter from ~$975/month; Standard from ~$1,950/month; Business custom pricing. More affordable than enterprise ABM platforms.
Key Integrations
HubSpot, Salesforce, Marketo, Bombora, LinkedIn Ads, Google Ads, Slack
Pros
- Most accessible ABM platform for mid-market budgets
- Best HubSpot native integration in the ABM category
- Self-serve onboarding — faster time to value
- Bombora intent data included
Cons
- Less intent data depth than 6sense
- Website personalisation not included
- Advertising targeting less granular than enterprise platforms
