Demandbase vs. RollWorks: Which is Better for ABM?15 min read

In this article, I have compared Demandbase vs. RollWorks based on their features, pricing, and ideal uses to help marketing and sales teams decide which one fits their account-based marketing strategy.

I’ll also show you how ZenABM can be a lean, affordable alternative or a complementary layer to these enterprise ABM tools due to its unique features.

Read on…

Demandbase vs. RollWorks: Quick Summary

• Demandbase = Enterprise powerhouse.
  Full-stack ABM with ads, web personalization, CRM sync, and analytics. Great for large orgs with mature ABM programs and big budgets.
• RollWorks = Simpler, faster ABM.
  Focuses on account targeting, intent scoring, and programmatic ads. Easier onboarding, smaller learning curve, and pricing fit for SMBs to mid-market.
• Demandbase strengths: Deep data, custom campaigns, rich analytics, multi-channel orchestration.
• RollWorks strengths: Playbooks, quick setup, guided workflows, and cost efficiency.
• ZenABM = Lean LinkedIn-first ABM.
  Tracks first-party intent from LinkedIn ads, automates ABM stages, syncs with CRMs, and proves ROI with plug-and-play dashboards.
• Pricing reality: Demandbase: $60K–$300K+/yr; RollWorks: $1K–$20K/yr; ZenABM: Starts at $59/month with a 37-day free trial
• Bottom line: Go Demandbase for scale and complexity, RollWorks for simplicity, and ZenABM if you want lean, fast, first-party ABM that actually fits your budget.

Demandbase Overview: Key Features, Pricing, and More

Demandbase functions as a comprehensive ABM platform that handles everything from assembling target account lists to orchestrating multi-channel advertising and tailoring on-site experiences.

Its broader toolkit lets teams replace several point solutions with one system, simplifying processes and cutting the overhead of juggling separate tools.

Demandbase also consolidates account and contact records to strengthen sales intelligence, enrichment, and outreach so ABM programs perform better.

Key Demandbase capabilities explained:

Target Account Identification

Demandbase helps you create and tune target account lists by combining first-party and third-party data, plus AI recommendations that use firmographics, technographics, and intent signals.

This makes it easier for larger organizations to select the right accounts to pursue.

Multi-Channel Advertising with Native DSP

Demandbase includes its own programmatic engine so you can run display, retargeting, native, and Connected TV campaigns within a single environment. The native DSP supports precise account targeting across channels and applies intent data to reach high-value audiences.

It also hooks into leading social networks. You can manage LinkedIn, Facebook, Twitter, and YouTube from Demandbase, apply account-level frequency controls, and use AI to optimize spend.

Web Personalization

Demandbase supports personalized site experiences for target accounts.

You can spin up account-specific pages or dynamic modules, such as greetings and offers that align with an industry or funnel stage.

Account Intelligence & Third-Party Intent

Demandbase pulls in third-party intent covering more than 62,500 B2B topics and blends it with first-party engagement.

That lets Demandbase highlight target accounts that are “surging” on relevant themes across the web through providers like Bombora, in addition to how those accounts interact with your content.

You also get heatmaps and engagement scoring for a full picture of interest across channels. Beyond that, Demandbase applies predictive analytics and predictive marketing to surface in-market accounts and tailor outreach so sales and marketing can focus where impact is highest.

People-Based Targeting

The platform builds buying committees by finding and targeting decision-makers at each account and lets you aim ads or sales plays at specific roles, such as CMO,s so the right personas see the message.

Analytics and Attribution

Demandbase delivers robust reporting to measure account engagement, campaign impact on pipeline, and revenue attribution, with visibility across the entire journey.

AI models estimate likely pipeline outcomes and spotlight where reps should concentrate to improve win rates.

Remember: Continuous upkeep of these dashboards is key to realizing full value.

Integrations and Ecosystem

Demandbase integrates with top CRMs such as Salesforce, marketing automation systems (MAPs), and sales tools so account insights flow directly into sales workflows, for example, via a Salesforce component that shows engagement. It also connects with popular sales engagement tools like Outreach and Salesloft to fit cleanly into most stacks and reduce friction.

This alignment keeps marketing and sales working from the same source of truth.

For the full catalog, see the Demandbase official docs.

Demandbase Pricing

Demandbase does not publish list prices and typically quotes custom enterprise packages after a conversation with sales.

Most deals include a platform fee plus per-seat pricing, and costs scale with team size. Usage patterns can also influence pricing, including engaged account volume, activity levels, and how many individuals interact with the platform.

According to industry references:

• The median annual price for Demandbase One is roughly $65,000, per Vendr:
• Smaller organizations near 200 employees have reported paying about $18K–$32K for limited access, mid-market companies with around 1,000 employees often land between $40K and $60K, and large enterprises can exceed $100K.

  

• Some advisors note enterprise contracts can range from $70,000 up to $300,000 per year for larger rollouts, depending on scope and add-ons.

When reviewing quotes, outside benchmarks can help you validate fairness and prevent overspending.

Optional add-ins, such as extra intent data sources or sales intelligence databases, can raise the total.

Given its breadth, many small businesses find Demandbase more than they need.

They risk paying for modules that go underused.

In short, Demandbase fits teams with sizable ABM budgets and a mature program already in place.

RollWorks Overview: Key Features, Pricing, and More

RollWorks is the ABM arm of NextRoll, the company behind AdRoll, built to connect programmatic advertising with account-based marketing.

It is often positioned as an accessible enterprise ABM option for teams that want to scale.

RollWorks blends NextRoll’s ad tech with an ABM approach. It identifies target accounts, engages them through coordinated ads, and reports performance through the funnel.

A closer look at core capabilities:

Account Identification & Scoring

You can upload or construct target account lists and score them for fit and intent.

RollWorks assigns an “ICP Fit” grade from A to D using firmographic, technographic, and CRM criteria.

It also tracks keyword-level research behavior. You choose topics, and RollWorks flags accounts that are actively reading about those subjects across the web.

Those signals, together with firmographic fit, feed Journey Stages that sort accounts into phases such as “Unknown,” “Aware,” “Engaged,” and “Open Opportunity” based on activity.

Pro Tip: Swap third-party keyword surges for high-quality first-party intent.

ZenABM derives qualitative intent by capturing which LinkedIn ads a company interacts with, so your team gets sharper signals to act on.

Some customers, like Userpilot, have oriented entire ABM programs around this, tagging campaigns by pain point and scaling BOFU ads that accounts actually engage with.

Their campaign structure:

Multi-Channel Account-Based Advertising Orchestration

RollWorks runs on NextRoll’s DSP to deliver display, retargeting, and selected social inventory.

For instance, you can execute programmatic display for your TAL and coordinate LinkedIn via RollWorks using the LinkedIn Marketing API for audience and campaign sync.

Persona targeting lets you tailor messages by role and seniority so outreach matches decision-maker context.

You also get dynamic creative options and an asset library to manage and iterate ads at scale.

Website Visitor Identification

To link advertising to pipeline, RollWorks offers a tracking pixel that attempts to de-anonymize visits by mapping IPs or cookies to companies.

When traffic from a target account hits your site, the system tries to attribute that visit to the company and can surface potential contacts.

Intent Spike Alerts & Sales Integrations

RollWorks keeps an eye on engagement across channels such as ads and web activity, then sends Account Spike Alerts when activity jumps.

A G2 reviewer described these spike emails as transformational for sales because they provide timely visibility and help prioritize outreach.

RollWorks also embeds Sales Insights inside CRM, such as a Salesforce panel showing recent engagement with guidance on next steps, which aligns sales teams to ABM activity.

Automation & Analytics

The platform automates workflows like shifting accounts between audiences, opening CRM tasks, or adjusting bids based on behavior.

For example, when an account reaches the Opportunity stage, RollWorks can reduce frequency or change the creative. If Bombora shows a surge on a topic, it can add that account to a campaign and raise bids.

Journey Stages also include playbook suggestions, such as boosting spend for high-fit accounts that have not engaged yet.

Analytics roll performance up to pipeline so you can view impressions, clicks, and attributed revenue or opportunities in one place.

Some users note that attribution depth can be limited and advanced reporting may require extra manual work.

Integrations

RollWorks connects bi-directionally with Salesforce and HubSpot.

It also integrates with MAPs such as Marketo and Pardot, and with Outreach and Salesloft through APIs or native connectors.

For enrichment and intent, it works with Bombora, G2, and data providers like ZoomInfo.

For a fuller rundown, see our RollWorks for ABM guide.

RollWorks Pricing

RollWorks follows a tiered and usage-driven model rather than a simple self-serve subscription. As of 2025, it appears under the AdRoll ABM brand.

There is a limited free or self-serve option that supports retargeting and basic account targeting, where you only pay media costs.

More advanced ABM capabilities are part of paid packages that require a sales conversation.

Pricing is comparatively approachable for an ABM platform at this level.

For smaller to mid-sized teams, entry plans often start at a little under $1,000 per month.

Demandbase vs. RollWorks: Key Differences

Here are the key differences tabulated for you:

Demandbase vs. RollWorks: So, Which Is Better for ABM?

There is no one-size-fits-all.

Demandbase One is better suited for large enterprises with complex, multi-channel ABM programs.

Its extensive data sets and feature breadth allow deep analytics, customized account journeys, and integration across a vast tech stack.

If you need full-funnel attribution and have the team to manage a comprehensive platform, Demandbase can deliver unmatched account-level insights.

RollWorks tends to win with mid-market companies or those just starting ABM.

Its turn-key campaigns and flexible packaging mean you can launch account-based advertising quickly and iteratively.

For example, small teams can spin up targeted LinkedIn or display campaigns the same day using RollWorks’ Playbooks and see results without months of ramp-up.

The lighter initial price point also makes budgeting simpler.

ZenABM as a LinkedIn-First, First-Party Lean ABM Alternative

Both Demandbase and RollWorks are comprehensive ABM platforms designed to cover a wide range of account-based marketing needs.

ZenABM, on the other hand, takes a lean, purpose-built approach to ABM, focusing primarily on LinkedIn advertising-led strategies.

It’s positioned as a lighter and more cost-effective solution for teams that don’t need the full multi-channel complexity of enterprise platforms but still want deeper insights and automation for LinkedIn-focused ABM campaigns.

Its key features:

Account-Level LinkedIn Engagement Tracking

ZenABM connects directly with the official LinkedIn Ads API to pull account-level engagement data for every campaign.

This lets you see exactly which target accounts are engaging with your LinkedIn ads (impressions, clicks, etc.)—all attributed at the company level.

Because the data comes directly from LinkedIn’s login-based ecosystem, it’s first-party and highly reliable. In contrast, larger ABM platforms like Demandbase or RollWorks often depend on less accurate methods, such as cookie or IP matching, to infer company identity.

And by “less accurate,” we mean significantly off-base.

A Syft study found that IP-based deanonymization accuracy hovers around 42%.

ZenABM’s method provides qualitative intent signals based on real ad engagement. So, if multiple people from the same company are interacting with your ads, you can confidently treat that account as interested—without relying on third-party intent data.

Real-Time Engagement Scoring

ZenABM automatically assigns an engagement score to each account based on LinkedIn ad interactions and keeps it updated in real time.

You can track both current (e.g., weekly) and all-time engagement trends to identify which accounts are warming up or showing consistent interest.

These real-time insights help sales teams prioritize which accounts to engage first.

ABM Stage Tracking

ZenABM lets you define and customize account journey stages (e.g., Identified → Aware → Engaged → Interested → Opportunity).

It uses engagement scores along with CRM data to automatically assign each account to the right stage.

You can also set thresholds for what qualifies as “Engaged” or “Interested,” and ZenABM continuously tracks movement between stages.

This gives funnel-level visibility comparable to major ABM suites, making it easy to spot stage bottlenecks and optimize campaigns.

CRM Integration and Workflows

ZenABM syncs bi-directionally with CRMs like HubSpot (and Salesforce on higher plans).

All LinkedIn engagement data flows into the CRM as company properties:

ZenABM can even auto-update an account’s status to “Interested” once it passes a certain engagement score, and assign a BDR to follow up.

Intent Tagging from Ad Engagement

ZenABM helps extract intent topics directly from your LinkedIn campaigns. You can tag each ad campaign with a theme or value proposition (like “Feature A” or “Feature B”).

ZenABM then shows which accounts engaged with each tagged theme, revealing the specific topics or features that interest them.

This is genuine first-party intent data—accounts telling you what they care about through their actions. No external vendor needed.

These insights can also be pushed into the CRM, enabling sales and marketing teams to time and personalize their outreach accordingly.

Result: reps can tailor their approach knowing exactly which message or feature resonates with each account.

Built-in Dashboards and ABM Analytics

ZenABM includes ready-to-use dashboards that tie LinkedIn ad engagement to account activity, funnel progression, and pipeline outcomes.

• View ad performance across all levels—ABM campaigns, campaign groups, and individual ads:
• Because it tracks deal value and ad spend per account, ZenABM calculates revenue and effectiveness metrics like ROAS, pipeline per dollar spent, and visual pipeline graphs. Instead of vanity metrics, it focuses on actionable insights that directly connect marketing to revenue.

Custom Webhooks

With ZenABM’s new custom webhooks, you can now integrate it seamlessly into virtually any workflow or tech stack.

ZenABM Pricing

Plans start at $59/month for Starter, $159/month for Growth, $399/month for Pro (AI), and $479/month for the Agency plan.

Even the top tier stays under $7,000 annually.

That’s far below what platforms like Demandbase or RollWorks charge.

All plans include essential LinkedIn ABM capabilities, with higher tiers expanding limits and adding Salesforce sync.

Both monthly and annual options are available, and every plan comes with a 37-day free trial to test the platform risk-free.

Conclusion

Both Demandbase and RollWorks are powerful ABM platforms built for serious marketing operations, but they sit at very different ends of the spectrum.

Demandbase is an all-in-one enterprise suite with unmatched depth, ideal for large organizations that can afford the time, budget, and team to fully leverage it.

RollWorks, on the other hand, shines for smaller or mid-market teams looking for faster wins and a smoother setup.

If you want to capture ABM-level insights without the overhead of these complex systems, ZenABM offers a refreshing middle path.

It focuses on first-party company-level LinkedIn ad engagement tracking, real-time scoring, and automated CRM syncs with a lean, accurate, and affordable infra.

For teams that want to do ABM instead of building infrastructure for it, ZenABM is the smart move.

Try ZenABM now for free or book a demo to know more.