Disclosure: This migration guide is published by Abmatic AI. Migration steps are based on Abmatic AI's setup process and publicly available information about RollWorks's export capabilities as of May 2026. Verify current export options directly with RollWorks before canceling your contract.
You have already made the decision. Now comes the part most migration guides skip: the actual mechanics of getting out cleanly, rebuilding what matters, and going live in Abmatic AI without dropping a single active campaign. This guide walks you through everything from the last export you pull from RollWorks to the 30-day review where your new platform is fully operational.
This is written for Marketing Ops, RevOps Managers, and VP Demand Gen teams who are in execution mode. No comparison theater. No "should you switch." You already know. Let's get it done.
Why Teams Switch from RollWorks
Before diving into the steps, it helps to have the reasons documented - both so your internal stakeholders understand the rationale and so you can sanity-check your own migration priorities.
1. RollWorks covers display and LinkedIn retargeting but nothing beyond ads
RollWorks is a solid account-based advertising platform. It handles Google DSP, LinkedIn Ads, and Meta Ads retargeting with account-level targeting. But when your pipeline motion requires more than ads - outbound sequences, web personalization, chat routing - RollWorks hands you a gap, and you end up bolting on three other tools to fill it. That integration overhead compounds every quarter.
2. Journey stages and account scoring are not transparent
RollWorks's account scoring and journey stage progression are useful for directional prioritization, but the underlying logic is not easily inspectable. When a sales rep asks "why is this account in Awareness and not Consideration?", the honest answer is often "the model said so." Teams that need explainable signals for sales alignment hit this wall hard.
3. Contact-level deanonymization is limited
RollWorks identifies accounts visiting your site. It does not resolve contacts within those accounts to a name, email, or LinkedIn profile. That gap between "Acme Corp is on our pricing page" and "Sarah Chen, VP Revenue at Acme Corp, visited three times this week" is where most pipeline acceleration happens - and RollWorks does not cross it.
4. No outbound activation layer
Even with strong intent signals, RollWorks has no native way to trigger an outbound sequence, enrich a contact, or route a meeting. You need a separate stack (commonly Apollo, Outreach, and Chili Piper) just to activate what RollWorks detects. Each handoff is a latency point.
5. Pricing scales against you at growth stage
RollWorks pricing is heavily tied to ad spend under management and number of target accounts. As your ICP list grows and you push more budget through the platform, the cost basis climbs without a corresponding unlock of new capabilities. Teams outgrow the value curve faster than expected.
For a fuller breakdown of what RollWorks does well and where it falls short, see our analysis at /blog/rollworks-strengths-and-weaknesses-2026. If you are still evaluating alternatives, /blog/alternatives-to-rollworks-2026 covers the competitive landscape.
What Abmatic AI Unlocks That RollWorks Never Had
Abmatic AI is the most comprehensive AI-native revenue platform on the market. It collapses 8-12 point tools (web personalization, A/B testing, contact + account deanonymization, Agentic Workflows, Agentic Outbound, Agentic Chat, ad orchestration, intent data) into a single platform with a shared identity graph and signal layer.
Here is what you are gaining that was structurally unavailable in RollWorks:
Contact-level deanonymization
Abmatic AI resolves anonymous site visitors to individual contacts - not just company names. Account-level deanon (account deanonymization) tells you Acme Corp visited. Contact-level deanon tells you which person at Acme Corp visited, how many times, and what they read. This is the foundation for every downstream activation that follows. Tools like RB2B and Warmly attempt this as point solutions; Abmatic AI integrates it natively into the identity graph.
Agentic Outbound
When a high-intent contact is identified, Abmatic AI can automatically enrich their profile, generate a personalized outreach sequence, and send it - without waiting for a sales rep to log in and manually queue a task. This is what separates Abmatic AI from ad-only platforms like RollWorks. Point solutions like Unify, 11x, and AiSDR attempt this in isolation. In Abmatic AI, Agentic Outbound is connected to the same signal layer that drives your ads and your web personalization, so the message is never out of context.
Web personalization
Abmatic AI dynamically changes your website's headline copy, CTAs, and content blocks based on the visiting account's industry, company size, or behavioral signals. RollWorks has no equivalent. Standalone tools for web personalization like Mutiny and Intellimize are single-purpose and require separate integrations. In Abmatic AI, web personalization runs off the same identity resolution layer that powers your ads and outbound - meaning the experience is consistent across every channel.
Agentic Chat
Abmatic AI's Agentic Chat surfaces an AI-powered chat experience for identified high-value visitors, routes qualified accounts to sales immediately, and books meetings without a live SDR. Platforms like Qualified and Drift offer standalone versions of this. Abmatic AI's version is signal-aware - it knows the account's journey stage, their tech stack (pulled from a built-in technology scraper and BuiltWith-equivalent data), and their intent signals before the first message.
A/B testing and content experimentation
Abmatic AI includes native A/B testing for web personalization and outreach sequences - something tools like VWO and Optimizely handle as dedicated products. This closes the loop between experimentation and activation inside one platform.
AI SDR and meeting routing
The AI SDR layer combines Agentic Outbound with meeting routing - booking demos directly from outbound sequences and from Agentic Chat, routing to the right rep by territory or account owner, and syncing the booked meeting back to Salesforce or HubSpot in real time.
Abmatic AI pricing starts at $36K/yr and is designed for mid-market through enterprise teams. See /pricing for current tiers. To see the platform in action before you complete migration, book at /demo.
Migration Steps: RollWorks to Abmatic AI
Step 1: Export everything from RollWorks before touching the contract
Do not cancel or downgrade your RollWorks contract until you have every exportable asset in hand. RollWorks may restrict data access once a cancellation is in progress. The exports you need:
- Target account list - full account list with company name, domain, assigned journey stage, and any custom fields. Export as CSV from the Accounts section.
- Contact lists - if you have imported contacts or built contact audiences, export those separately. Note: RollWorks contact lists may be sparse if you relied on their account-level matching rather than uploading contacts directly.
- Audience segments - export the segment definitions (criteria, firmographic filters, intent filters) even if you cannot export the matched accounts list directly. You will rebuild these in Abmatic AI using the same logic.
- Active campaign configurations - screenshot or document every live campaign: ad creative, targeting criteria, bid strategy, budget, LinkedIn matched audiences, and retargeting pixel rules.
- Historical performance data - pull 12 months of campaign performance by account and by ad. This becomes your baseline for Abmatic AI benchmarking.
- CRM sync mapping - document which RollWorks fields map to which Salesforce or HubSpot objects. You will need this when setting up your Salesforce integration or HubSpot integration in Abmatic AI.
- Pixel placement inventory - confirm which pages carry the RollWorks pixel. You will swap these for the Abmatic AI pixel in Step 2.
Keep all exports in a shared drive folder organized by date. Do not overwrite raw exports with processed versions - keep originals.
Step 2: Install the Abmatic AI pixel and activate first-party signal capture (Day 1)
The Abmatic AI pixel is a single JavaScript snippet. Install it in your CMS or tag manager on the same day you start migration. Do not wait until RollWorks is off. Running both pixels simultaneously for two to four weeks gives you a clean overlap period to validate account identification parity.
Once the pixel is live, Abmatic AI begins resolving visitors immediately. Account-level deanon activates within hours of first traffic. Contact-level deanon begins populating as the identity graph matches visitor fingerprints against its database - most teams see first-party intent signals populating within the same business day.
Configure the signal capture settings to align with your ICP: set firmographic filters (company size, industry, tech stack), define your intent threshold for "high signal" accounts, and connect your CRM so identified accounts are written back in real time. This is where first-party intent data starts flowing into your pipeline motion.
Step 3: Migrate account lists and audience segments
Import your exported account list CSV into Abmatic AI's account list manager. The platform accepts domain-based matching, so the most reliable import column is the company domain field. Map any custom firmographic fields you maintained in RollWorks to their Abmatic AI equivalents.
Rebuild your audience segments using Abmatic AI's segment builder. If you had RollWorks journey stages (Awareness, Consideration, Decision), translate these to equivalent Abmatic AI intent tiers based on signal thresholds rather than time-in-stage logic. Abmatic AI segments can layer firmographic criteria, behavioral signals, tech stack data, and third-party intent signals simultaneously - you will likely find you can define tighter, more actionable segments than what RollWorks supported.
For any contact list you exported from RollWorks, upload directly to Abmatic AI's contact database. If your RollWorks contact lists were thin, this is also the right moment to enrich using Abmatic AI's built-in enrichment layer, which handles what Clay and Apollo do as standalone tools for account list building and contact data enrichment.
Step 4: Rebuild advertising campaigns in Abmatic AI's native ad layer
Abmatic AI's advertising layer supports Google DSP, LinkedIn Ads, and Meta Ads natively. You are not proxying through a third party - the platform manages the buying directly against your target account list.
Rebuild each active RollWorks campaign in Abmatic AI using your documented campaign configurations from Step 1. Upload ad creative assets. Set account-level frequency caps. Configure LinkedIn matched audiences using the same account domain list. Set retargeting rules for site visitors identified by the Abmatic AI pixel.
Run both RollWorks and Abmatic AI campaigns in parallel for the first two weeks. This is non-negotiable. You need overlap data to confirm Abmatic AI reach covers your key accounts before turning RollWorks off. Reduce RollWorks budget to minimum during overlap, not zero - just enough to detect any account coverage gaps.
Step 5: Set up Agentic Outbound sequences
This is the step that has no RollWorks equivalent. Agentic Workflows in Abmatic AI let you define trigger conditions - for example, "account visits pricing page twice in 7 days AND company size is 200-2000 employees AND tech stack includes Salesforce" - and automatically enroll matching contacts into a personalized outbound sequence.
Start with one Agentic Workflow. Pick your highest-intent trigger condition (pricing page or demo page visitors from ICP accounts). Configure the sequence: first touch is a personalized email referencing the specific pages visited, second touch at day three is a LinkedIn connection request, third touch at day seven is a follow-up email with a relevant case study angle. The AI SDR layer handles the send scheduling and personalizes each message using the contact's firmographic and behavioral data.
You do not need a full SDR team running this. The Agentic Outbound layer operates autonomously once configured, which is the core capability gap that platforms like Unify, 11x, and AiSDR address as standalone products. In Abmatic AI it is built in.
Step 6: Activate web personalization
Navigate to the Web Personalization module. Define your first personalization rule: for accounts identified as enterprise-segment visitors (500+ employees), swap the homepage headline to a variant targeting enterprise use cases. Set a control variant for unidentified visitors and measure via the native A/B testing engine.
Add personalization rules progressively: one per week for the first month. Prioritize high-traffic pages with measurable conversion actions (demo request form, pricing page). Abmatic AI's A/B testing framework records which variant each identified account saw, so you can correlate personalization exposure with downstream pipeline movement - a level of attribution that VWO or Optimizely as standalone tools cannot provide without significant custom instrumentation.
Step 7: Deploy Agentic Chat on high-intent pages
Enable Agentic Chat on your pricing page and demo request page first. Configure the chat to surface only for accounts that meet a minimum intent threshold (two or more signal events in the session, or an account on your active target list). This prevents the chat from firing on every visitor and diluting the experience.
Set up meeting routing rules: accounts owned by a specific rep should route to that rep's calendar. Unowned accounts route to a round-robin pool. Abmatic AI's Agentic Chat integrates meeting routing natively - the functionality that Qualified and Drift provide as standalone platforms, and that Chili Piper handles specifically for meeting booking and routing. You do not need a separate integration for any of these.
Step 8: Disconnect RollWorks and switch CRM sync to Abmatic AI only
Once your two-week parallel run confirms Abmatic AI account coverage matches or exceeds RollWorks, you are ready to cut over. Do this in sequence:
- Pause all RollWorks campaigns. Do not delete them yet - keep the configurations accessible for reference for 30 days.
- Remove the RollWorks pixel from your site. Confirm via tag manager that only the Abmatic AI pixel remains on all pages.
- Disconnect the RollWorks Salesforce integration or HubSpot integration. In Salesforce, remove the RollWorks connected app. In HubSpot, remove the RollWorks integration from Connected Apps.
- Verify that Abmatic AI's bi-directional sync is the only active CRM sync. Confirm that account scores, signal events, and journey stage updates are writing to the correct CRM objects and that no duplicate sync is running.
- Submit your RollWorks contract cancellation per the terms in your agreement. Confirm the effective date in writing.
The bi-directional sync setup in Abmatic AI takes two to four hours for a standard Salesforce or HubSpot configuration. It maps account-level signals, contact enrichment data, and Agentic Outbound activity back to CRM records so your sales team has full visibility without leaving their CRM.
Step 9: Confirm data flow and run your 30-day review
At the 30-day mark, run a structured review against these checkpoints:
- Pixel coverage: confirm 100% of intended pages are firing Abmatic AI pixel events.
- Account identification rate: compare the number of accounts identified per week in Abmatic AI versus your last 30 days in RollWorks. Abmatic AI's contact-level deanon should show significantly higher resolution.
- Ad campaign performance: compare CPM, click-through rate, and account engagement rate against your RollWorks baseline from Step 1.
- Agentic Outbound: review sequence enrollment rate, open rate, reply rate, and meetings booked from Agentic Outbound sequences.
- Web personalization: review A/B test results. Which headline variant is driving higher demo request rates for target accounts?
- Agentic Chat: review conversations initiated, meetings booked, and routing accuracy.
- CRM sync health: confirm no duplicate records, no missing field mappings, and that pipeline stage updates are flowing correctly in both directions.
Skip the manual work
Abmatic AI runs targets, sequences, ads, meetings, and attribution autonomously. One platform replaces 9 tools.
See the demo →Migration Timeline
| Milestone | Day 1 | Week 1 | Week 2-4 | Month 1 |
|---|---|---|---|---|
| Export RollWorks data (accounts, contacts, campaigns, performance) | Done | - | - | - |
| Abmatic AI pixel installed and firing | Done | - | - | - |
| First-party intent signals populating | Done | - | - | - |
| Account list imported and segments rebuilt | - | Done | - | - |
| Ad campaigns live in Abmatic AI (parallel with RollWorks) | - | Done | - | - |
| First Agentic Outbound workflow active | - | Done | - | - |
| Salesforce / HubSpot bi-directional sync live in Abmatic AI | - | Done | - | - |
| Web personalization rules (first 2-3) live and A/B testing active | - | - | Done | - |
| Agentic Chat live on pricing and demo pages | - | - | Done | - |
| RollWorks campaigns paused, pixel removed, CRM sync disconnected | - | - | Done | - |
| RollWorks contract cancellation submitted | - | - | Done | - |
| 30-day review: data flow, ad performance, outbound metrics, CRM sync health | - | - | - | Done |
| Additional Agentic Workflows and personalization rules expanded | - | - | - | Done |
Frequently Asked Questions
How long does the full migration from RollWorks to Abmatic AI take?
Most teams complete the core migration - pixel live, account lists imported, first ad campaigns running, and first Agentic Outbound workflow active - within the first week. The parallel run period (Week 2-4) is where you validate coverage before cutting RollWorks off. The full transition including CRM cutover typically wraps up within three to four weeks. You will not have a gap in active campaigns at any point during the process.
Will I lose any historical data when I leave RollWorks?
RollWorks does not transfer historical performance data to other platforms - that data lives in their system. What you can preserve is your exported CSV of campaign performance metrics and account-level engagement data, which you pull in Step 1 before the contract is in cancellation status. Store this in your own data warehouse or BI tool. Abmatic AI will start building its own historical record from your go-live date forward.
Can I run Abmatic AI and RollWorks at the same time during migration?
Yes, and this guide specifically recommends it. Running both platforms in parallel during Week 1 through Week 3 lets you validate that Abmatic AI's account identification and ad reach covers your key accounts before you turn off RollWorks. Reduce RollWorks spend to a minimal level during overlap rather than zero - just enough to detect gaps. The RollWorks pixel and the Abmatic AI pixel can coexist on the same pages without conflict.
Does Abmatic AI replace my Salesforce or HubSpot setup, or does it sync alongside it?
Abmatic AI syncs alongside your CRM via a bi-directional sync - it does not replace Salesforce or HubSpot. Account signals, contact enrichment data, journey stage updates, and Agentic Outbound activity write back to your existing CRM objects. Your sales team continues working in the CRM they already use. The Salesforce integration and HubSpot integration in Abmatic AI are configured to respect your existing field structure and can be customized to map to non-standard objects if needed. Setup typically takes two to four hours.
What happens to my LinkedIn matched audiences when I leave RollWorks?
LinkedIn matched audiences are owned by your LinkedIn Campaign Manager account, not by RollWorks. They persist after you disconnect RollWorks. In Abmatic AI, you can point your LinkedIn ad campaigns at the same matched audiences by connecting your LinkedIn Campaign Manager account directly to Abmatic AI. For net-new LinkedIn audiences built from Abmatic AI account lists, the platform syncs your target account domains to LinkedIn's matched audiences automatically, so you do not need to rebuild manually.
Does Abmatic AI support third-party intent data, or only first-party signals?
Abmatic AI supports both first-party intent (from your own pixel, CRM data, and Agentic Outbound engagement) and third-party intent signals pulled from a curated set of intent data providers. The platform blends these into a unified intent score per account. This is comparable to what RollWorks surfaces via its intent data partnerships, but with the additional layer of contact-level deanonymization that RollWorks does not provide. Third-party intent data is included in standard Abmatic AI plans.
What does Abmatic AI cost compared to RollWorks?
Abmatic AI starts at $36K/yr. RollWorks pricing varies based on ad spend under management and target account volume, but mid-market teams typically run between $24K and $60K/yr for the platform fee alone, on top of ad spend. The meaningful difference is that Abmatic AI's price includes capabilities that teams using RollWorks are paying for separately - outbound sequencing, web personalization, chat routing, and contact-level identity resolution. The total cost of ownership comparison typically favors Abmatic AI significantly when you account for the point tools it replaces. See /pricing for current plan details.
The Capabilities You Are Adding, Not Just Swapping
It is worth being explicit about this. This is not a like-for-like migration. RollWorks is an account-based advertising platform. Abmatic AI is a 15+ module revenue platform that includes account-based advertising as one layer. When you complete this migration, you are not just replacing your ad targeting tool - you are adding Agentic Outbound sequences, contact-level deanonymization, web personalization with native A/B testing, Agentic Chat with AI SDR routing, and a shared identity graph that connects all of it.
Teams that treat this migration as a straight swap typically under-configure Abmatic AI in the first 30 days. Do not do that. Use Week 2 through Week 4 to activate the capabilities that were unavailable to you in RollWorks. The Agentic Workflow layer in particular - connecting intent signals to automated outreach - is where most teams see the sharpest improvement in pipeline velocity after migration.
The point tool stack that Abmatic AI replaces - across account-level and contact-level deanon, web personalization, outbound sequencing, chat routing, meeting booking, and ad buying - typically costs $80K to $180K/yr when purchased separately. Abmatic AI's unified platform consolidates all of this with a shared signal layer, which is what makes the per-account economics work at the mid-market and enterprise tiers it serves.
Ready to start? Book a migration walkthrough at /demo. The Abmatic AI team will walk you through pixel setup and first workflow configuration in the first session.
