RollWorks is an enterprise-grade, account-based marketing (ABM) platform.
It is a complete solution for ABM professionals.
From precise advertisement filters and account-level intent data to CRM and MAP workflows and tons of integrations, RollWorks is feature-heavy.
But again, it comes with a premium price.
In this article, I’ll show you all the ABM features hosted by RollWorks, help you decide if it’s an overkill or your perfect ABM fit, and suggest an alternative.
Let’s go!
RollWorks for Account-Based Advertising
RollWorks is loaded with account-based advertising features, including its own demand-side platform (DSP) and customer data platform (CDP).
Let’s go through all of them:
Target Account List Building & Segmentation
ABM folks know and preach: Your list is your strategy
And RollWorks provides multiple ways to build your perfect TAL.
You can import account lists from your CRM or marketing automation platform, or even use RollWorks’ data and scoring tools to generate a TAL from scratch.
It helps you identify and score high-value accounts based on your own CRM data and its proprietary data that includes:
ICP Insights & Fit Scoring
Just because an account is highly engaging with your ads, it doesn’t mean it matches your iCP.
To ensure you pursue the right accounts, combining buying signals with a fit grade is essential.
RollWorks can help with this. It analyzes firmographic/technographic data to define your Ideal Customer Profile and scores how well each account fits it using predictive analytics:
In fact, you can save many ICP definitions and choose a different one for each account list:
And if you are wondering about the exact criteria it uses for scoring, these are the firmographic ones:
- Industry
- Company size
- Company revenue
- Country
- Intent data
- Journey prediction
- General exclusions
Note: This is just the ICP fit scoring; there’s a deeper lead scoring available too, discussed later in the article.
Intent Signals for In-Market Accounts
The platform also uncovers which accounts are “in market” by monitoring intent data.
RollWorks tracks keyword intent to lay out a list of accounts whose members are searching for certain keywords on the web.
You can choose your preferred keywords to track based on what your business solves or provides:
This helps you find accounts that are actively looking for solutions like yours and reach out to them before your competitors do.
You can also drill down to see all the web activity of each account and act immediately if you see a surge in relevant queries:
This intent data comes from sources like RollWorks’ own data and integrations like Bombora.
Website Visitor Identification
With the RollWorks site pixel, you can deanonymize your web traffic to see which target accounts (even previously unknown) are visiting your site.
Plus, RollWorks not only identifies the company, but can even help discover contacts at that account for your sales team.
This is good for turning anonymous traffic into an actionable TAL and retargeting pool.
Audience Building via Precise Segmentation
Now, once you have a target account list, RollWorks’ Audience Builder lets you segment and filter it using countless attributes like firmographics (industry, employee count, etc.), technographics, engagement metrics, and more.
And you can push those audiences as TALs to ad platforms like LinkedIn:
One user on G2 noted that RollWork’s Audience Builder helps them create targeted segments for ad campaigns across its own DSP and other ad channels:
Multi-Channel Ad Reach and Precision Targeting
One of RollWorks’ biggest strengths is its cross-channel advertising reach.
Using its own DSP, RollWorks can serve account-targeted ads across a wide range of digital channels and inventory:
- Programmatic Display & Retargeting: RollWorks specializes in account-based display advertising to pinpoint your target accounts online and then retarget them to keep your brand top-of-mind. With RollWorks, you can reach decision-makers as they browse news sites, trade publications, and other web properties – not just when they visit your site. RollWorks’ retargeting uses both cookie data and CRM/MAP data (for known contacts) to re-engage the specific visitors you care about most.
- Social & LinkedIn Ads: RollWorks also integrates with LinkedIn (a key channel for B2B) to run targeted LinkedIn ad campaigns. The single image ads on LinkedIn can be completely managed within RollWorks.
For other types of ads on LinkedIn, you can push the TAL segments you built in RollWorks to LinkedIn audiences: RollWorks also supports Facebook/Instagram and other social channels indirectly via its DSP or integrations. - Account and Persona-Based Targeting: RollWorks ensures your ads reach not just the right accounts but the right people at those accounts. It has a built-in B2B customer data platform (CDP) to connect ad impressions with specific companies and even job roles. You can also target ads based on known contacts or personas. For example, you can serve one ad to CIOs at your target accounts and a different ad to Marketing Directors at those same accounts. This feature of segmenting by seniority, department, or even specific contact lists means your ad messaging can be suited to the buying committee. It also ensures your message hits the actual decision-makers and not a random intern 🙂
- Dynamic Personalized Targeting: In RollWorks, you can make personalized ads with account names, contact names, etc. For example, you might run an ad that says “[Company Name], see how we can reduce your cloud costs by 30%!” – and each target account will see its own company name and a relevant value prop in the ad.
Ad Campaign Management and Analytics
Here’s how RollWorks helps with ad campaign management and analytics:
Dedicated Ad Library
RollWorks has a dedicated ad library where you can manage all your ad creatives and even make adjustments to them, like changing the creative or the landing page, or pausing a particular ad.
All these changes are possible while the campaign is live!
AI-Powered Bidding, Budget Optimization (BidIQ), and Frequency Capping
Most ABM pros run many ABM campaigns across different ad channels and with multiple ad accounts.
With that said, optimizing bids and budgets for each campaign can get labor-intensive.
So, RollWorks gives you BidIQ. BidIQ is an AI-powered optimization engine that automatically adjusts your bids, budget allocation, and even creative selection in real time to maximize performance.
It does this based on the strategy and the goal you set for each campaign:
For example, you can go for a click-based strategy with a target CPC, and the tool will try to maximize clicks while keeping the CPC within the limits you set.
Once you set the goal and strategy, RollWorks will see which accounts are responding, which ads are performing best (yes, it does automatic A/B testing), and how close you are to achieving your goals, then make micro-adjustments continuously.
This means every advertising dollar is intelligently spent for maximum effectiveness, and manual trial-and-error has been given a farewell for good!
Also, you can set frequency caps for accounts:
This will stop over-saturation of a small target account with too many impressions and prevent large accounts from gobbling up all your budget.
You can learn more about this in RollWorks’ help center.
Campaign Playbooks
RollWorks calls its campaign setup wizard ‘Campaign Playbook’ or ‘Account Targeting Playbook.’
And it makes sense.
I mean, the setup wizard gives more than just fields to fill and preferences to set. It guides you through ABM best practices.
It helps define your audience, choose ad formats, set budget, and timing in a step-by-step flow so you don’t miss anything.
Also, users on G2 report that the platform’s user-friendly interface makes it easy to adjust campaigns frequently.
Command Center
RollWorks recently launched a Command Center dashboard that gives a centralized, actionable view of all your account-based campaigns and their status.
It’s essentially a cockpit for your ABM program – showing which target accounts are in which funnel stage, which accounts are engaging or “uncaptured demand,” and suggesting next-best actions.
For instance, it lists out accounts:
- that are engaging enough to be lodged into your CRM,
- accounts that are important but have been ignored by your marketing and sales teams.
- or in-market accounts that fit your ICP but are not being targeted with ads.
This ties in campaign management with account intelligence (more on that later).
Ad Analytics and Revenue Reporting
Coming to reporting, RollWorks tracks all the key advertising metrics you’d expect, like ad spend, impressions, clicks, click-through rates, conversions, etc., broken down by campaign and even by account.
This is available in the Campaigns Summary page of the Campaigns and Playbooks tab:
Plus, you also get clear reports comparing the average deal size, sales cycle duration, and win rate of ad-influenced and non-ad-influenced deals:
And also the total revenue, revenue won with ad influence, and revenue that had no ad influence:
Note: You can set your own minimum number of impressions, clicks, and engagements in a certain time period for the deal to be considered ad-influenced:
The most plausible thing about RollWorks’ revenue reporting is the view-through attribution you get for both LinkedIn and display ads. Especially for LinkedIn, where ads don’t drive immediate clicks but they sure do drive awareness and lead to subsequent conversions from other channels, a view-through attribution lens is utterly necessary, and RollWorks gives you that!
Audience Identification, Intent and Prioritization in RollWorks
We talked about how RollWorks identifies audiences by defining ICPs and generating fit grades on the basis of the ICP definition using predictive analytics.
We also talked about its ultra-segmentation capabilities based on firmographics, technographics, and even keyword intent data.
But there’s more to its account identification, intent tracking and prioritization features:
Engagement Spike Detection and Alerts
Beyond static fit grades and intent scores, RollWorks uses advanced data science to detect engagement spikes among your target accounts.
This feature, part of Sales Insights, looks at all the behavioral data (ad clicks, website visits, email engagement, etc.) and identifies when an account shows a sudden increase in engagement (relative to its baseline).
These are the “surging” accounts that could indicate readiness to talk to sales.
When RollWorks detects a spike, it automatically sends out Account Spike Alerts, like daily emails, to your sales reps highlighting the hot accounts they should focus on.
You can choose which sales reps should receive account engagement spike emails:
The alert includes details like which contacts at the account engaged and what they did (e.g. “5 people from ACME Corp visited the product page and one clicked an ad”).
Sales teams absolutely love this. One G2 reviewer called the account spike emails “a game-changer for our sales team, giving them real-time visibility into account activity and helping them prioritize outreach more effectively.”
Instead of cold-calling or guessing, reps know exactly which accounts are “raising their hands” through activity.
These spiking account signals are also pushed into your CRM (Salesforce or HubSpot) automatically.
RollWorks also adds custom fields like Spike Score or Spike Date on account records, so that at any given time, salespeople can see within CRM which of their accounts are hot.
This helps with sales prioritization and ensures marketing and sales are looking at the same data.
Continuous Audience Refresh and Recommendations
An important aspect of RollWorks’ audience management is that it’s dynamic.
Your account lists and segments aren’t static spreadsheets. They update based on new data and rules:
- If a new account fits your ICP model and starts showing intent, RollWorks can automatically add it to your target list (ensuring you don’t miss a good prospect).
- Conversely, if an account in your TAL no longer meets criteria (say it was acquired by another company, or your product no longer supports their region, or maybe just shows no response to ads), it can be removed or downgraded.
- You can set up automated workflows to trigger actions when certain conditions are met (more in the next section).
- RollWorks also tries to guide you with actionable recommendations. The 360° account view includes suggestions for “accounts that need engagement” or accounts that might be slipping, so you can adjust your tactics.
For example, the platform might recommend increasing the budget for a set of high-fit accounts that have low ad reach, or suggest a sales outreach for a spike account that hasn’t been touched by sales yet. These recommendations help you refine your audience targeting on an ongoing basis.
Account Insights and Buyer Journey Tracking in RollWorks
Where RollWorks really differs from other standard ad tools is in its account-level insights and journey analytics.
It gives you a unified view of each account’s engagement, stage in the buying journey, and progression over time. Now that’s something I’d call pretty non-negotiable for true ABM.
Unified Account Profiles and AI Insights
Every target account in RollWorks has a comprehensive Account Profile that aggregates data from all sources:
- Firmographic & Technographic Data: RollWorks’ data cloud provides firmographics (company size, industry, location, revenue, etc.) and technographics (what technologies the company uses) for millions of companies. We saw in a previous section how RollWorks uses this data for generating fit grades. It provides you with the same data as an account profile.
- Engagement Data: Each account profile shows all the engagement that the account has had with your marketing and sales efforts. This includes ad impressions and clicks, website visits (tracked by the pixel), form fills, content downloads, email opens/clicks, and event attendance. It can track any signal you integrate and show it in the account profile. Also, you can see each contact’s activity too:
- Account Journey Stage: RollWorks assigns each account a Journey Stage (where they are in the buying journey) – we’ll discuss this in detail next. But it’s prominently displayed on the account profile so you instantly know if the account is “Unaware”, “Aware”, “Engaged”, “Opportunity”, or “Customer”, etc. This acts as a quick health/status indicator for the account.
Journey Stages: Tracking the Buying Journey
By default, RollWorks provides five stages (which you can customize): Unaware → Aware → Engaged → Open Opportunity → Won.
You can adjust or add stages to fit your specific funnel terminology (some companies include stages like “Marketing Qualified” or “Customer”, etc.).
What Journey Stages does is:
- Assign each account a current stage based on criteria you define (e.g. an account becomes “Aware” once it has at least 3 website visits or one form fill; becomes “Engaged” when it hits an engagement score threshold or attends a demo; becomes “Open Opportunity” when Salesforce shows an opportunity created, etc.).
- Track stage progression and regression over time for every account. You can literally see when an account moves forward to the next stage or if it drops backwards (regresses). RollWorks logs these changes, so you could say “Account ABC moved from Engaged to Opportunity on Nov 2, 2025”, which is immensely useful for analyzing your funnel.
- Activate stage-specific campaigns: This is a game-changer – RollWorks allows you to trigger stage-based, multi-channel campaigns automatically as accounts hit certain stages. For example, when an account moves from Unaware to Aware, you might launch a particular awareness nurture campaign, or if an account moves to Open Opportunity, RollWorks could automatically stop advertising (to avoid overspending) and instead trigger a direct mail gift via a partner. It essentially adds a layer of marketing automation aligned to the account’s buying stage. Also, RollWorks lets you see the entire buying journey of each account with all the touchpoints that the account went through:
- Measure funnel health: Journey Stages comes with analytics to show how your target account pool is distributed across stages and how fast they’re moving.
You can identify bottlenecks – e.g., if 70% of your accounts are stuck in “Aware” and not progressing to “Engaged,” that signals a need for different tactics.
Attribution and ROI Measurement in RollWorks
One all-time challenge in B2B marketing is proving ROI and attributing it to ads.
RollWorks tackles this with built-in account-based attribution and ROI dashboards.
Since RollWorks tracks everything from the first ad impression or site visit through to CRM opportunity creation, it can connect the dots and attribute pipeline to your ABM program in a way traditional analytics often miss.
Key aspects of RollWorks’ measurement:
Account-Based and Multi-Touch Attribution
RollWorks measures outcomes at the account level rather than the lead level. This means if multiple contacts at a target account interacted with different campaigns (ads, emails, etc.), RollWorks still rolls that up and credits the account’s progression appropriately.
It offers a “revenue influence” model where pipeline or revenue is attributed across all touches to an account. For example, if an account saw 10 ads and also attended a webinar before becoming a Closed-Won deal, RollWorks will show that those touches influenced the deal instead of giving sole credit to the last touch.
Pipeline and Revenue Dashboards
RollWorks has an Account-Based Dashboard that makes it simple to report on ABM impact.
It can show metrics like:
- Reach: How many of your target accounts have seen your ads (or had any engagement)?
- Engagement: How many accounts visited the site or had meaningful interactions?
- Pipeline Influenced: How many opportunities (and $ value) are tied to accounts that engaged with your ABM campaigns?
- Revenue Influenced: Similar to pipeline, but for closed deals, demonstrating ROI in dollar terms.
- Account Stage Conversion: How accounts are moving stage to stage (e.g. X% of Aware accounts turned into Engaged within the quarter).
These dashboards can be filtered by campaign, timeframe, segments, etc., to slice the data as needed. The idea is that with one view, you can “show off the revenue influenced by your ABM advertising programs” to executives, without having to manually stitch together CRM reports and ad reports.
CRM Integration for Attribution
Because RollWorks plugs into Salesforce/HubSpot, you can even view attribution inside your CRM if desired. For instance, RollWorks can populate a field on the Opportunity object with “RollWorks Influenced = Yes/No” or a percentage of influence, and note which campaigns touched that account.
Realistic Expectations on Attribution
It’s important to note that some marketers caution against over-relying on any one attribution metric. As one anonymous reviewer put it: “RollWorks tries to help you show ROI tied to your pipeline. But it’s not really possible to say [precisely], because 1 person at an account MAY have seen our ad that influenced a buy. It’s a little hocus pocus here.”
In other words, RollWorks can indicate influence (like showing that 5 out of 10 closed deals had high engagement with ads), but you should combine that with sales feedback and other insights.
The good news is RollWorks at least brings those data points to light, whereas without it, you might have zero visibility that, say, your sales spike coincided with an ad campaign.
Use the RollWorks ROI metrics as directional proof, supported by qualitative evidence from sales.
RollWorks for Sales Teams (Sales Insights)
Sales and marketing alignment is not just good for ABM but the very essence of it.
And RollWorks has taken care of that with its module for the Sales teams called Sales Insights.
Account Spike Alerts to Reps
As mentioned earlier, RollWorks will email your sales reps daily with a summary of which of their target accounts are “spiking” in engagement and what activities are happening.
CRM Widgets for Sales
RollWorks provides an in-CRM widget (in Salesforce and HubSpot) that surfaces key RollWorks account data to the salespeople in their native environment. When a sales rep clicks on an account in CRM, they can see if that account has: recent ad engagement, website visits, the current journey stage, Fit score, intent keywords, etc. This saves reps from having to log into RollWorks separately.
Sales Playbook Integration
RollWorks data can also trigger sales plays.
If you have sales engagement tools (Outreach, Salesloft, etc.), you can use RollWorks to signal those systems. Even without those, RollWorks’ own sales email automation (covered above) can take a chunk of the outreach work. The platform essentially ensures that no high-priority account is left sitting idle. Either an automated touch is sent or a task is created for the rep.
Feedback Loop
Sales can also provide feedback through RollWorks (indirectly).
For instance, if a rep discovers an account isn’t actually a good target (maybe they have no budget or aren’t a fit), they can update a field in CRM which RollWorks can recognize and then remove that account from campaigns.
RollWorks enables this kind of two-way alignment so that marketing isn’t persistently chasing an account that sales has disqualified.
RollWorks Integrations and Automations
We discussed some integrations here and there, but here’s a more convenient compilation:
Advertising
| Workflow/Interaction | Trigger | Automated Action | Use Case / Value | Native or Integration | Integration Platform(s) |
|---|---|---|---|---|---|
| Journey Stage-Based Ad Targeting | Account reaches specified Journey Stage in RollWorks. | Adds account to relevant ad campaigns or playbooks. | Align ad messages to buyer stages. | Native | N/A |
| Contact List Targeting (Web & Social) | Contact list defined in RollWorks (often synced from CRM). | Serves ads specifically to these contacts. | Personalized ads across web/social channels. | Native (CRM sync optional) | Salesforce, HubSpot, Facebook/Instagram |
| Account Exclusion Lists | Account fits CRM-defined exclusion criteria. | Excludes account from active campaigns. | Prevent ad spend on unwanted targets. | Native + Integration | Salesforce, HubSpot |
CRM Sync (Data Integration)
| Workflow/Interaction | Trigger | Automated Action | Use Case / Value | Native or Integration | Integration Platform(s) |
|---|---|---|---|---|---|
| Dynamic CRM Audience Sync | CRM records meet specific criteria. | Auto-import/update Account or Contact lists in RollWorks. | Keep audiences in sync automatically. | Integration Required | Salesforce, HubSpot |
| RollWorks ➜ CRM Data Sync (Sales Insights) | Scheduled/event-driven data sync. | Writes account/contact insights back to CRM. | Enhanced CRM reporting and analytics. | Integration Required | Salesforce, HubSpot |
Sales Enablement (Alerts & Outreach)
| Workflow/Interaction | Trigger | Automated Action | Use Case / Value | Native or Integration | Integration Platform(s) |
|---|---|---|---|---|---|
| Slack Alert for Hot Contacts | Hot prospect identified by engagement. | Sends Slack alert. | Instant sales team notifications. | Integration | Slack via Salesforce/HubSpot |
| Email Notification to Reps | Contact engagement threshold met. | Sends email alerts. | Ensure timely follow-up. | Native | |
| Outreach Sequence Enrollment/Task | High-priority contact identified. | Adds contact to Outreach sequences or tasks. | Automate sales follow-up. | Integration Required | Outreach via Salesforce/HubSpot |
| Salesloft Cadence Enrollment/Task | High-priority contact identified. | Adds contact to Salesloft cadences or tasks. | Improves sales productivity. | Integration Required | Salesloft via Salesforce/HubSpot |
| “Spiking Account” Email Alerts | Daily spike detection. | Sends account spike summary email to reps. | Daily prioritized sales outreach. | Native (CRM for mapping owners) | Email (optional CRM-triggered alerts) |
Lead Routing & Management
| Workflow/Interaction | Trigger | Automated Action | Use Case / Value | Native or Integration | Integration Platform(s) |
|---|---|---|---|---|---|
| Automated New Contact Creation | Target account shows signals; lacks contacts. | Auto-creates contacts in CRM. | Expands buying committee. | Native + Integration | Salesforce, HubSpot |
| Handoff Hot Contacts to Sales | Contact deemed hot based on engagement. | Routes to sales via CRM or MAP. | Quick lead handoff. | Integration Required | Salesforce, HubSpot, Marketo |
Reporting & Analytics
| Workflow/Interaction | Trigger | Automated Action | Use Case / Value | Native or Integration | Integration Platform(s) |
|---|---|---|---|---|---|
| RollWorks Insights → CRM Reporting | RollWorks performance data updated. | Updates CRM reporting dashboards. | Unified ABM performance visibility. | Integration Required | Salesforce, HubSpot |
Limitations and Cons Reported by Users
Based on user reviews and feedback as of 2024-2025, here are some common cons and challenges to be aware of:
Steep Learning Curve (Feature Overload)
While RollWorks is more user-friendly than some competitors, it still has a lot of moving parts. New users can find the extensive features a bit overwhelming at first.
But at the same time, a user has praised RollWork’s onboarding and customer success department:
Lack of Slack and LinkedIn Integrations
A user on G2 reported that there’s no Slack integration in RollWorks, and the integration with LinkedIn is that direct and needs a few extra steps from ops.
Reporting & Analytics Gaps
Users have called out that automated reporting could be stronger.
Some “out-of-the-box reporting options” are lacking, causing teams to do manual data stitching for certain views. For instance, you might want a combined report of ad engagement + sales touches, which might require exporting data.
The revenue attribution features, while useful, feel underdeveloped to some, meaning you get basic influence metrics, but not the depth of multi-touch modeling that an advanced analyst might want.
Also, data maturity in EMEA and APAC still needs work because RollWorks’ data is more focused on North America.
No Native Web Personalization
Tools like Demandbase provide native features for website personalization. With RollWorks, you’ll have to set up integrations with third-party tools for that.
Audience Exclusion Logic
A few users have been frustrated that RollWorks didn’t automatically exclude certain audiences (like your own employees or existing customers) from targeting and analytics.
You can set up these exclusions manually, but the ask was for more one-click, global exclusion settings to avoid skewing data or wasting spend. This is a minor quibble, and RollWorks may improve it, but be prepared to configure exclusion filters (for example, upload a list of domains to never target, such as your company’s domain).
Sales Insight Depth
Sales teams love the spike alerts, but one feedback was that the platform could do more to surface why an account is spiking and what to do about it, right in the alert or CRM widget.
Cost for Smaller Businesses
Some smaller businesses or ABM beginners feel the pinch of the cost as they expand usage.
If your budget is only a few hundred dollars a month, RollWorks likely won’t fit. it’s better for organizations ready to commit a few thousand a month at least to ABM.
Also, if you dramatically increase ad spend, be mindful of your ROI so the platform fees + spend are justified by pipeline growth.
Is RollWorks Your ABM Platform Fit?
Finally, let’s consider who RollWorks is best suited for and when you might choose an alternative.
RollWorks is a strong choice if:
- You are a B2B company looking to scale account-based advertising. RollWorks’ heritage is digital advertising, so if a big part of your ABM strategy is running targeted ads (display, LinkedIn, retargeting) to engage your buying committees.
- You need an end-to-end ABM solution that’s easier to use than enterprise alternatives.
- You value tight marketing-sales alignment through data. RollWorks is fantastic for organizations aiming to closely align sales and marketing.
- Your ABM program requires both scale and flexibility. RollWorks can support hundreds or thousands of target accounts and millions in ad spend, but also lets you start with a pilot of a few dozen accounts.
- You are priced out of (or not ready for) the ultra-premium ABM platforms.
On the other hand, you might consider other options if:
- You only need a point solution for one channel or data type. For example, if your entire ABM effort is only on LinkedIn ads, you might not need a full RollWorks subscription – you could use LinkedIn’s native tools or a LinkedIn-focused solution (like us).
- Your budget is very small, or ABM is just a trial project. If you can’t allocate at least $2-5k/month to ABM spend, then a platform like RollWorks might be overkill.
- You require advanced AI predictive analytics and extensive third-party data baked in. RollWorks has good data and predictive scoring, but competitors like 6sense lean heavily on AI to predict deals and can ingest massive intent sources.
- You want built-in multi-channel beyond ads (direct mail, content experiences, etc.). RollWorks focuses on digital ads and sales outreach for engagement, relying on partners for other channels. If your strategy heavily involves, say, sending physical gifts (Sendoso) or creating personalized microsites (PathFactory/Triblio), you might evaluate platforms that have those features in-house or be prepared to integrate those tools with RollWorks.
Try ZenABM for LinkedIn Ads ABM
If your primary ABM channel is LinkedIn advertising, and you’re looking for a highly focused, affordable tool, consider ZenABM as an alternative.
ZenABM is purpose-built for running ABM campaigns on LinkedIn, and it offers some unique capabilities for that niche:
First-Party LinkedIn Engagement Data per Account
Unlike RollWorks (which uses LinkedIn’s marketing integration), ZenABM connects directly to the LinkedIn Ads API to pull first-party, account-level data for each LinkedIn campaign. This means you get extremely accurate insights on which target companies saw or engaged with your LinkedIn ads, without relying on cookies or guesswork.
Every impression and click is tied to a company name through LinkedIn’s data, so you can trust that “bots and false positives aren’t counted”, and you know exactly which accounts are interacting.
Current Engagement Scoring for Timely Outreach
ZenABM automatically scores each account’s engagement on LinkedIn within your selected timeframe (say, the last 7 days).
This “engagement score” updates continuously to reflect recent activity, not just historical totals. The benefit is you can instantly identify your hottest accounts this week – those that have spiked in LinkedIn ad engagement – and focus sales outreach there. It’s a similar concept to RollWorks’ spikes, but specifically tuned to LinkedIn interactions.
ABM Stage Tracking (With Customizable Thresholds)
With ZenABM, you can define the minimum engagement thresholds for each stage on your own:
And ZenABM will then track the funnel stage of each account automatically.
Ad-Embedded Intent Tracking
Unlike tools like RollWorks that source intent from third-party sources, ZenABM can help you gauge buyer intent with your own ads.
You just have to tag each campaign with the intent (i.e the particular feature/offer advertised by the ad), and ZenABM will then group all companies showing a particular intent together:
And will also push intent as company property to your CRM:
So, your BDRs will know what to talk to the hot accounts.
Automated CRM Updates (BDR Assignment and Company-Level Engagement Data)
Keeping sales in the loop is automated with ZenABM. The platform can assign your BDRs to accounts that reach a certain engagement threshold (e.g. move into an “Interested” stage):
ZenABM also funnels all the LinkedIn ad engagement data it collects into your CRM as a company property (per account):
Having this directly in the CRM is hugely convenient. Your sales reps can view LinkedIn engagement for an account without logging into any separate tool.
Plug-and-Play ABM Analytics Dashboards
Like most ABM giants, ZenABM frees you from the headache of building your own dashboards.
It matches ad-engaged companies with the deals in your CRM to analyse the impact of ads on your pipeline and revenue.
And then it presents the influenced pipeline, ad-won revenue, ROAS, etc. In intuitive dashboards:
Over to You
RollWorks is undoubtedly a robust, feature-packed ABM platform ideal for mid-to-large B2B teams that prioritize precise account targeting, powerful advertising, and deep sales-marketing alignment. Its extensive integrations, automated workflows, and data-driven insights make it excellent for scaling ABM programs efficiently.
However, its premium price and complexity might not fit everyone, especially smaller businesses or teams just starting with ABM.
If LinkedIn Ads drive your ABM strategy, a dedicated solution like ZenABM offers targeted, streamlined, and cost-effective benefits, making it a compelling alternative or complementary choice.
