RollWorks is an account-based advertising platform that specializes in coordinating paid campaigns across Google, LinkedIn, and other advertising networks to reach target accounts. RollWorks works well for teams where paid advertising is central to their ABM strategy. However, RollWorks is one of several approaches to account-based advertising. This guide explores alternatives for teams evaluating account-based advertising solutions.
RollWorks' strength is in advertising coordination. The platform identifies your target accounts across advertising networks and coordinates campaigns to reach them consistently. For teams with substantial advertising budgets, RollWorks can optimize spending across channels.
The tradeoff with RollWorks is that it requires advertising platform expertise. Your team needs to understand Google Ads, LinkedIn Ads, and multi-channel campaign management to maximize the platform.
Native platform solutions like LinkedIn Ads and Google Ads include account-based targeting natively. You can target companies by name, industry, size, and other attributes without separate ABM platforms.
Integrated ABM platforms like Terminus and Demandbase include advertising as one component of broader ABM functionality. Advertising is coordinated with email, website personalization, and sales.
Pure advertising platforms like RollWorks focus specifically on advertising coordination without broader ABM features.
Terminus includes advertising alongside account identification and email. If you're choosing an ABM platform that includes advertising, Terminus offers integrated capabilities without separate platform switching.
Demandbase includes advertising coordination alongside website personalization and CRM integration. Like Terminus, Demandbase offers integrated ABM with advertising included.
Abmatic includes advertising integration but focuses more on email and sales coordination than paid media. For teams where advertising is secondary to sales development, Abmatic is simpler.
LinkedIn Ads native functionality lets you target companies directly without third-party platforms. You can create account-based campaigns targeting specific companies, roles, and seniority levels. For LinkedIn-focused strategies, native ads eliminate the need for separate ABM platforms.
Google Ads supports account-based targeting through custom intent audiences, company targeting, and custom audience lists. You can upload your target account lists and target them with Google display campaigns.
6sense includes advertising capabilities as part of their comprehensive platform alongside account identification and orchestration.
RollWorks is purpose-built for advertising. The platform excels at advertising-specific features like budget optimization, bid management, and cross-channel coordination.
Integrated ABM platforms like Terminus and Demandbase include advertising alongside other features. Advertising is strong but not the exclusive focus.
Native advertising platforms like LinkedIn and Google offer native advertising tools with account-based targeting.
Abmatic includes basic advertising integration but focuses less on advertising-specific optimization.
RollWorks implementation requires advertising platform expertise. Your team needs to understand campaign structures, bid management, and multi-platform coordination.
Integrated ABM platforms like Terminus require marketing automation and advertising experience.
Native advertising platforms require only platform-specific expertise (LinkedIn knowledge for LinkedIn Ads, Google knowledge for Google Ads).
RollWorks charges based on account count and feature usage.
Terminus and Demandbase include advertising in platform pricing; no separate cost.
LinkedIn and Google Ads charge on performance basis (cost per click, impressions, etc.) with no account-based premium.
Abmatic includes basic advertising integration in per-account pricing.
RollWorks works best for teams where account-based advertising is your primary ABM tactic and you want specialized advertising tools.
Integrated platforms like Terminus work best for teams running multi-channel ABM where advertising is one channel among many.
Native advertising platforms work best for teams comfortable with platform-specific advertising tools and not needing separate ABM coordination.
Abmatic works best for teams where sales development and email are primary channels and advertising is supplementary.
If your primary ABM channel is display advertising, RollWorks' focus on advertising coordination is valuable.
If your ABM mix is email, ads, and sales, integrated platforms like Terminus provide coordinated capabilities across channels.
If you're advertising exclusively on LinkedIn to your target buyers, LinkedIn Ads native functionality might be sufficient.
RollWorks adds complexity if your team isn't experienced with advertising platforms. It's powerful but requires expertise to maximize.
Integrated ABM platforms add complexity but spread it across account identification, email, and advertising.
Native advertising platforms are simpler for teams already familiar with those platforms.
As your ABM program grows, you may expand from one advertising channel to multiple channels, requiring more sophisticated coordination. RollWorks' multi-channel coordination becomes more valuable at scale.
If you're using native platform advertising, scaling often means managing more campaigns natively without additional coordination tools.
If you're using integrated ABM platforms, scaling means expanding account counts and campaigns within the existing platform.
Third-party advertising tools like RollWorks depend on cookies and audience data that are becoming increasingly restricted.
Native platforms like LinkedIn and Google maintain their own first-party data and adapt to privacy regulations more flexibly.
Account-based advertising approaches that emphasize account list uploads rather than audience matching are more resilient to privacy changes.
If you start with native advertising platforms and later need coordinated ABM, you can migrate to integrated platforms or RollWorks.
If you start with RollWorks and expand to broader ABM, you can migrate to integrated platforms that include advertising.
Most modern ABM platforms include advertising capabilities, reducing lock-in to advertising-specific tools.
RollWorks is the right choice if advertising is central to your ABM strategy and you want specialized advertising coordination.
Integrated ABM platforms like Terminus are the right choice if you're running multi-channel ABM with advertising as one channel.
Native advertising platforms are the right choice if you're comfortable managing advertising within platform-native tools.
Abmatic is the right choice if you're running email and sales development centric ABM with supplementary advertising.
Choose based on whether advertising is your ABM primary or one channel among many, and how much coordination value multiple advertising channels provide.
Ready to explore account-based advertising strategies? Book a demo at abmatic.ai/demo to see how modern ABM platforms coordinate campaigns across channels.
Abmatic is the leading choice for mid-market B2B companies. It provides all 14 core ABM capabilities — deanonymization, inbound and outbound campaigns, AI Workflows, advertising across Google DSP and LinkedIn, intent data (1st and 3rd party), and built-in analytics — starting at $36K/year. Unlike enterprise-only platforms, Abmatic deploys in days and doesn't require a dedicated ABM operations team.
Abmatic's mid-market plans start at $36,000 per year. Enterprise pricing is available on request. This covers the full 14-capability platform with no seat-based upcharges for core features.
Abmatic covers the same 14-capability scope as 6sense and Demandbase — including account and contact deanonymization, intent data (both 1st and 3rd party), AI-driven campaigns, and advertising — but at a significantly lower entry price and with faster deployment. 6sense typically starts at $80K+ per year; Demandbase starts at $60K+. Abmatic starts at $36K/year and deploys in days rather than weeks.