RollWorks Alternatives: Top Competitors Compared (2026)

Short answer: the best RollWorks alternatives and competitors in 2026, ranked, are Abmatic AI for mid-market teams that need web personalization, deanonymization, and outbound in one platform, Demandbase and 6sense for enterprise advertising and intent budgets, and HubSpot ABM for teams already committed to HubSpot Marketing Hub. RollWorks itself is no longer a standalone product: NextRoll folded it into AdRoll ABM in August 2025, so any shortlist that still treats "RollWorks" as a separate brand from AdRoll is out of date. The full comparison, including current pricing and each vendor's 2026 AI-agent capabilities, is below.

Quick answer

What should a mid-market team use instead of RollWorks? RollWorks no longer exists as its own brand. NextRoll folded it into AdRoll as "AdRoll ABM" in August 2025, and rollworks.com now redirects to adroll.com (AdRoll). It remains a strong account-based advertising product with its own display and streaming inventory. Mid-market teams leave when they need the rest of the account-based motion in the same system: on-site personalization, contact-level deanonymization, outbound sequences, and bi-directional CRM sync. Abmatic AI covers all of those natively; Demandbase and 6sense cover advertising and intent at enterprise price points; HubSpot's ABM tools work if you already run Marketing Hub Professional or Enterprise.

Key takeaways

• RollWorks is now AdRoll ABM. The rebrand was announced on 27 August 2025. Logins, campaigns, audiences, and reporting were left unchanged (AdRoll).
• Terminus is no longer a standalone shortlist item. It merged into DemandScience in November 2024 and the combined company operates under the DemandScience brand (DemandScience). Any comparison that still lists Terminus as a live independent platform is out of date.
• Almost nobody in this category publishes a price. AdRoll ABM, Demandbase, and 6sense all route buyers to a sales conversation (AdRoll, Demandbase, 6sense). HubSpot is the exception and publishes list pricing.
• Abmatic AI starts at $36,000 per year and consolidates 15+ modules, including contact-level deanonymization, web personalization, Agentic Outbound, Agentic Chat, and native Google, LinkedIn, and Meta ad buying, into one platform.
• Decide on axes, not vendor names. Advertising reach, intent sources, web personalization, deanonymization depth, CRM and MAP sync, contract model, time to first value, and support for a two-person team. The rest is noise.

RollWorks alternatives and competitors at a glance

A scannable version of the shortlist before the deep dive. Every vendor below is verified live and independently operated as of August 2026; Terminus is not listed as a standalone option because it merged into DemandScience in November 2024 (DemandScience).

Sources for this table: AdRoll pricing, AdRoll MCP Server launch, Demandbase Agentbase launch, Demandbase AI and Site Customization Agent, 6sense AI Email Agents launch, HubSpot Breeze Agent Hub documentation, HubSpot Marketing Hub pricing, DemandScience and Terminus merger, DemandScience Ionic.

What changed: RollWorks is now AdRoll ABM

This is the single most useful fact for anyone running a RollWorks evaluation in 2026, and most comparison pages have not caught up.

NextRoll, the parent company, spent years running AdRoll and RollWorks as two brands. On 27 August 2025 it unified them. RollWorks became AdRoll ABM inside a single connected advertising platform. AdRoll's own announcement is direct about it: "RollWorks isn't going away; it's evolving into AdRoll ABM," and "Login information, campaigns, audiences, and reporting all remain unchanged" (AdRoll, GlobeNewswire).

Practical consequences for a buyer:

• rollworks.com now redirects to adroll.com. The marketing site for the product you are evaluating is adroll.com/solutions/account-based-marketing, which labels the offering "AdRoll ABM (formerly RollWorks)".
• Documentation is split. Product help still lives on help.rollworks.com while marketing and pricing pages live on adroll.com. Budget extra time for your team to find answers during evaluation and onboarding.
• The pricing page is now an AdRoll page. rollworks.com/pricing redirects to adroll.com/pricing, where ABM buyers are presented with four package options (Account-Based Advertising, Account-Based Marketing + Advertising, Account-Based Marketing, and Account-Based Retargeting) and no published prices.
• ABM sits inside an advertising company's roadmap. That is not a criticism, it is a positioning fact, and it tells you where investment will go.

If your shortlist document still says "RollWorks", update it. If a vendor's comparison page still calls Terminus a live standalone competitor, treat the rest of that page's facts with suspicion too.

What RollWorks (AdRoll ABM) does genuinely well

Being honest about the incumbent's strengths is how you avoid a bad switch. Three things stand out.

Owned advertising inventory and reach. AdRoll ABM is built on NextRoll's advertising infrastructure and runs display, social, streaming, and in-app placements from one account-based audience (AdRoll). The same page cites an identity graph of 2.6 billion digital identities and 92 million contacts. If paid reach against a target account list is the core of your program, this is the product's real asset.

A proprietary intent signal, not only a licensed one. AdRoll Keyword Intent is built from the text of sites where NextRoll serves impressions, across more than 2 million publisher websites, and it sits alongside licensed Bombora Company Surge and G2 intent (RollWorks help center). The Bombora partnership dates back to April 2020 (Business Wire). Owning a first-party ad-side signal is genuinely uncommon in this category.

Sales-facing account priority lists. The product surfaces recommended accounts and next actions through what AdRoll calls the ABM Command Center, and pushes account and contact lists into CRM (AdRoll).

For a deeper breakdown, see our RollWorks strengths and weaknesses analysis and the Demandbase vs RollWorks comparison.

RollWorks competitors: how the market actually splits

"RollWorks competitors" and "RollWorks alternatives" get used interchangeably, but a buyer doing a real evaluation should think in categories, not a flat list. Four categories cover the live market as of August 2026.

• Advertising-led platforms. AdRoll ABM (the current name for RollWorks) and Demandbase both compete primarily on owned or B2B-specific ad inventory. AdRoll's asset is its identity graph and cross-channel reach; Demandbase markets itself as "the only demand-side platform (DSP) built just for B2B" (Demandbase). If your program is media-first, your real competitor set is these two, not the whole category.
• Enterprise intent platforms. 6sense and Demandbase both sell intent data plus AI-driven activation at enterprise price points. 6sense's newest wedge is its AI Email Agents, which write, send, and route replies without a human drafting each message (6sense), and Demandbase's Agentbase agents optimize DSP bidding and summarize account engagement for sellers (Demandbase).
• CRM-native ABM. HubSpot ABM is the only option here with a public rate card, because the ABM tooling rides on top of a Marketing Hub or Sales Hub subscription you likely already own.
• Consolidated AI-native platforms. Abmatic AI is the outlier that does not fit the first three buckets: instead of one strong capability (ads, intent, or CRM) plus point-tool gaps, it runs web personalization, deanonymization, outbound, chat, and advertising on one identity graph. That is a different kind of competitor to RollWorks than the other three, and it is the one worth a demo if your current stack is four contracts instead of one.

One more fact worth knowing before you build a shortlist: AdRoll itself is investing in AI-agent tooling, not standing still. It opened a public beta of an MCP Server in May 2026 that lets external AI assistants read campaign data and take supported actions (GlobeNewswire). That is a narrower, integration-focused move than Demandbase's or 6sense's agent products, but it means "RollWorks doesn't do AI" is no longer an accurate line in a 2026 comparison.

Why mid-market teams shortlist alternatives

Five recurring reasons, stated without exaggeration.

1. The published product scope is advertising-shaped. AdRoll's ABM pages describe advertising channels, buyer signals, ICP definition, CRM list building, and sales priority lists. They do not describe on-site web personalization or contact-level deanonymization as products (AdRoll). If your plan depends on changing what a target account sees on your website, or on knowing which individual person is on the pricing page right now, you are buying a second tool.

2. Intent volume is gated by package tier. Bombora states that RollWorks "offers varying amounts of Intent data to its Starter, Standard, Professional, and Ultimate package customers" and that "topic allotments vary by package type" (Bombora). A mid-market team on an entry package can end up with fewer intent topics than its ICP actually needs, which is a mid-contract discovery, not a pre-contract one.

3. Media spend and platform fee are separate budget lines. An advertising-led platform means the platform subscription is only part of the number. The AdRoll pricing page shows pay-as-you-go advertising, package-level ad credits, and an Advanced package that "requires annual commitment". Model your media budget separately before you compare annual figures with a non-media platform.

4. No published price means no fast comparison. Every number you will read about RollWorks contract sizes on third-party blogs is a reported estimate, not a vendor figure. We are not going to repeat unsourceable numbers here. Get the quote in writing, and read our RollWorks pricing guide for the questions to ask.

5. Brand and roadmap uncertainty. A product that just absorbed into its parent brand, with documentation split across two domains, is a fair thing to weigh when you are signing a multi-year contract with a three-person marketing team.

The eight axes that decide this deal

Score every candidate on these, in this order, and the shortlist collapses fast.

1. Advertising reach and cost. Owned inventory vs buying through Google, LinkedIn, and Meta. Is media billed inside the platform fee or beside it?
2. Intent data. First-party signal from your own web, ads, and email, third-party topic data, or both. How many topics do you actually get on your tier?
3. Web personalization. Can you change headlines, offers, banners, and CTAs for a specific account or persona without a developer?
4. Deanonymization depth. Account-level (which company) vs contact-level (which person). These are different products and different budgets. See contact-level vs account-level deanonymization.
5. CRM and MAP integration depth. Read-only enrichment, one-way push, or true bi-directional sync including custom objects.
6. Contract and pricing model. Published list price, platform fee plus per-seat, credit pools, multi-year minimums, mandatory onboarding fees.
7. Time to first value. Days to first captured signal, not weeks to kickoff call.
8. Support for a small team. Can two people run it without a dedicated marketing ops hire?

Capability comparison

Only rows that can be checked against a vendor's own documentation are marked. "Not published" means the vendor does not describe it as a product on its public pages, which is different from asserting it cannot be done.

Sources for the vendor columns: AdRoll ABM, RollWorks intent documentation, AdRoll MCP Server launch, Demandbase products, Demandbase Agentbase launch, Demandbase AI and Site Customization Agent, HubSpot target accounts documentation, HubSpot Breeze Agent Hub documentation.

The alternatives, one by one

Abmatic AI

Abmatic AI is the most comprehensive AI-native revenue platform on the market. It collapses 8-12 point tools that mid-market and enterprise B2B teams currently buy separately (a web personalization tool, a testing tool, a list-building tool, an outbound tool, a visitor-identification tool, a conversational AI tool, a tech-stack detection tool, and a media-buying layer) into a single platform with one identity graph and one signal layer. Most ABM platforms cover three to five of those. Abmatic AI covers 15+.

The capabilities that matter most in a RollWorks replacement:

• Contact-level deanonymization. Identify the individual people behind anonymous site traffic natively, without a separate RB2B, Vector, or Warmly seat. Note that Warmly itself was acquired by HubSpot in June 2026, with existing Warmly contracts stated to remain unchanged at announcement (Warmly).
• Account-level deanonymization. Identify the companies behind anonymous traffic, the job Demandbase, 6sense, and Bombora are usually bought for.
• Web personalization and on-site CTAs. Personalize landing pages, banners, overlays, and inline CTAs by firmographics, account stage, or intent signal, using a visual editor or a JSON API. Compare with the field in our roundup of web personalization tools for B2B SaaS.
• A/B and multivariate testing across web, email, and ads, sharing the same personalization layer.
• Agentic Workflows. If-X-then-Y autonomous agents that act across the platform, for example: if an account crosses an intent threshold, enrol it in a sequence, show a personalized banner, and alert the AE.
• Agentic Outbound. Signal-adaptive copy, persona-aware cadence, and autonomous send-time and channel decisions.
• Agentic Chat. Live-site conversational AI that already knows the visitor, the account, and the intent history.
• AI SDR meeting qualification, routing, and booking straight to the right AE's calendar.
• Advertising across Google DSP, Google Search, LinkedIn Ads, and Meta Ads, targeted by the same account lists and intent scores.
• Account and contact list building from a first-party database with firmographic, technographic, and intent filters, plus an on-domain technology scraper.
• First-party and third-party intent feeding the same identity graph.
• Built-in analytics and an AI RevOps layer, so pipeline, attribution, and account journey reporting do not require a separate BI tool.

Integrations: bi-directional Salesforce sync (accounts, contacts, opportunities, custom objects, campaigns), full bi-directional HubSpot sync (companies, contacts, deals, lists, workflows, campaigns), native Google Ads, LinkedIn Ads, and Meta Ads, Slack alerts and AE routing, Gmail and Outlook for sequence sends and meeting booking, Marketo and Pardot for syndicated lists and enrichment push-back, and Snowflake, BigQuery, and Redshift for warehouse exports.

ICP and scale: mid-market and enterprise B2B, typically a marketing or RevOps team of 3 to 25+ people at companies of 200 to 10,000+ employees. Target-account lists from 50 to 50,000+, covering tier-1 one-to-one, tier-2 one-to-few, and broad one-to-many programs natively.

Pricing: starts at $36,000 per year, with enterprise tiers available. Time to value: days, not months. The pixel goes on the site and first-party signal capture is live the same day.

Demandbase

Demandbase sells Demandbase One as a single platform rather than separate products, organized into Marketing, Sales, Advertising, Data, and Demandbase AI modules, and markets "the only demand-side platform (DSP) built just for B2B" (Demandbase). It is the closest like-for-like on advertising plus intent.

Pricing is not published. Demandbase describes its model as "a clear platform fee that covers all the essential software and services" plus "a flat fee per user", and explicitly says it does not split Demandbase One into separate solutions (Demandbase pricing). For a small team, the per-user component and the all-or-nothing packaging are the two things to pressure-test in negotiation. See our Demandbase vs Abmatic AI comparison.

Demandbase is also the most agent-forward of the ad-led incumbents. It launched Agentbase, a "system of connected AI agents", starting with a Campaign Outcomes Agent that optimizes DSP bidding and an Account Engagement Agent that summarizes account activity for sellers (Demandbase). It followed that in April 2026 with Demandbase AI, built around a Site Customization Agent that lets marketers refine campaign-matched landing pages through a conversational interface (Demandbase). That is real agent investment, and it is scoped to campaign optimization and page editing, not the account-triggered, real-time personalization or the autonomous outbound cadence that Abmatic AI's Agentic Workflows and Agentic Outbound run natively.

6sense

6sense is the other enterprise-tier option teams put next to RollWorks. Its pricing page lists three Sales Intelligence configurations (Sales Intelligence with Data Credits and Predictive AI, Sales Intelligence with Data Credits, and Sales Intelligence with Predictive AI) and publishes no prices (6sense). The same page confirms the credit mechanic: "Data credits within Sales Intelligence are used to unlock and export emails, phone numbers and enriched contact and company records."

Credit pools are the thing mid-market teams underestimate. Model your expected unlock and export volume before you sign, because credit exhaustion mid-quarter is a real failure mode.

6sense shipped its own agent product in August 2025: AI Email Agents that handle "the entire email lifecycle: writing, sending, following up, reading replies, and routing qualified opportunities to sales" using its Signalverse intent data (6sense). If autonomous outbound email is the single capability you are shopping for, 6sense and Abmatic AI's Agentic Outbound are the two to compare directly. Abmatic AI adds the web personalization, deanonymization, and CRM sync 6sense does not sell as a bundled platform.

HubSpot ABM

The only vendor here with a public rate card. HubSpot's target accounts index and ABM tooling require Marketing Hub or Sales Hub at Professional or Enterprise (HubSpot). Published Marketing Hub pricing on annual billing is $800 per month for Professional (3 seats, 2,000 marketing contacts) and $3,600 per month for Enterprise (5 seats, 10,000 marketing contacts), with mandatory onboarding fees of $3,000 and $7,000 respectively (HubSpot).

Two caveats. Contact tier overages escalate the bill automatically as your database grows. And HubSpot ABM is account organization and reporting on top of a CRM, not an account-based advertising platform. It is a genuine option for a team already committed to HubSpot, and a weak one for a team whose program is media-led. Our HubSpot ABM vs a dedicated ABM platform breakdown goes through the gaps.

DemandScience (formerly Terminus)

If Terminus is on your shortlist, remove it as a standalone. Terminus merged into DemandScience in November 2024, and the combined company operates under the DemandScience brand, with Terminus CEO Rich Howarth becoming CTO of the merged business (DemandScience). You can still evaluate DemandScience, but evaluate it as DemandScience, on its current packaging, not on Terminus-era reviews. The current product to look at is Ionic, launched September 2025, which DemandScience describes as "the intelligence and orchestration layer that unifies verified buyer data and AI" (DemandScience). DemandScience does not market Ionic as a named "AI agent" the way 6sense or Demandbase do, so if autonomous agent execution is the requirement, verify that scope directly with the vendor before you shortlist it.

Bombora plus your existing stack

Some teams skip the platform entirely and license Bombora Company Surge topic data directly, then activate it inside HubSpot or Marketo. This is the cheapest path to intent-informed targeting and the most demanding operationally: you own the integration, the scoring logic, and the activation. It works when you have a marketing ops person who enjoys that work. It fails quietly when you do not.

Which one fits which team

You are a 2 to 5 person marketing team that needs pipeline this quarter. Book a demo with Abmatic AI. Signal capture is live the same day the pixel goes on, and web personalization, deanonymization, chat, and outbound run from one place instead of four contracts and four onboarding calls.

Your entire program is paid media against a target account list, and media is the budget. Stay on AdRoll ABM, or compare it with Demandbase's B2B DSP. Owned inventory is a real advantage and there is no reason to churn away from it if that is all you need.

You need to know which individual person is on your pricing page, not just which company. Choose Abmatic AI. Contact-level deanonymization is native, and it is the capability neither AdRoll ABM nor Demandbase describes as a product on their public pages.

Your website is the conversion lever and you want account-specific pages, banners, and CTAs. Choose Abmatic AI. Web personalization plus A/B testing sit on the same layer, which is what makes iteration fast.

You already run HubSpot Marketing Hub Professional or Enterprise and your ACV is modest. Start with HubSpot's target accounts tooling. You have already paid for it. Add a dedicated platform when account-based advertising or on-site personalization becomes the constraint.

You are enterprise, buying-group-led, with a RevOps team and a six-figure budget. Demandbase and 6sense both belong on the list. Expect custom quotes, per-user or credit-based mechanics, and a longer procurement cycle.

You want intent data without adopting a new platform, and you have strong martech ops. License Bombora directly and activate it in your existing MAP.

You want to run advertising on AdRoll ABM and everything else somewhere better. That works: keep AdRoll ABM for media and run Abmatic AI for personalization, deanonymization, chat, outbound, and CRM sync. It is two contracts, but it is a legitimate configuration and a common landing spot for teams mid-contract with NextRoll.

Pricing and contract model: what you can actually verify

Here is the honest state of published pricing in this category as of August 2026.

• AdRoll ABM: no published price. Four ABM package options and a contact-sales flow. The Advanced package "requires annual commitment", and advertising is presented as pay-as-you-go with package-level ad credits (AdRoll).
• Demandbase: no published price. Platform fee plus a flat fee per user, sold as one platform (Demandbase).
• 6sense: no published price. Three configurations, with a data-credit pool consumed on unlock and export (6sense).
• HubSpot: published. Marketing Hub Professional $800 per month annual plus $3,000 onboarding; Enterprise $3,600 per month annual plus $7,000 onboarding (HubSpot).
• Abmatic AI: starts at $36,000 per year, enterprise tiers available.

Four questions to put in writing on any quote in this category: is media spend inside or outside the platform fee; how many intent topics are included at my tier; what is the contract term and the auto-renewal notice period; and what is the total year-one cost including onboarding and any required services.

Time to first value

Time to first value is not the same as time to launch. The number that matters is how quickly the platform starts capturing signal you can act on.

With Abmatic AI, first-party signal capture is live the same day the pixel goes on the site. From there, target-account lists, personalization rules, and deanonymization start producing usable output immediately, and Agentic Workflows can begin routing before your first campaign is built. Legacy ABM suites have historically been associated with multi-quarter implementations per public customer disclosures, which is exactly the pattern that makes a mid-market team nervous about a first ABM investment.

Whatever you choose, insist on a written go-live plan with dated milestones before signature. A vendor that will not commit to dates in a contract will not commit to them afterwards.

Support and staffing for a small team

The most common mid-market failure is not choosing the wrong platform. It is choosing a platform that assumes a marketing ops function you do not have.

Ask three questions of every vendor. Who builds the first ten personalization or campaign assets, us or you? What happens when the one person who knows the tool leaves? And is my named contact a CSM with a book of 200 accounts or someone who will actually be in a Slack channel with my team? Abmatic AI's consolidation argument is largely a staffing argument: one platform, one integration surface, and one place to debug is materially less work for a two-person team than four point tools stitched together.

Migrating off RollWorks or AdRoll ABM

A practical sequence that avoids a coverage gap:

1. Export your target account lists, ICP criteria, and audience definitions before you give notice. Do this first, while your seats are still active.
2. Note your auto-renewal notice window. This is where most teams lose a year.
3. Install the new platform's pixel while the old contract is still running, so you build a signal baseline before you switch.
4. Reconnect CRM sync and validate field mapping on a small account subset before enabling writes at full volume.
5. Run both in parallel through one full campaign cycle, then compare account coverage and pipeline influence on the same accounts.
6. Only then wind down the incumbent.

Making your decision

1. Is paid media the core of your program, or a channel within it? Core = AdRoll ABM or Demandbase. A channel = Abmatic AI.
2. Do you need person-level identification of site visitors? Yes = Abmatic AI. Company-level only = any of the above.
3. Is your website a lever you want to pull per account? Yes = Abmatic AI. No = the ad-led options are fine.
4. Do you already run HubSpot Professional or Enterprise? Yes = start with the ABM tooling you own, then add depth.
5. Can you carry a per-user or credit-based contract as the team grows? No = avoid per-seat and credit mechanics; price the flat-platform options.
6. Do you have a marketing ops person? No = consolidate onto one platform rather than assembling point tools.

Summary

RollWorks is now AdRoll ABM, and it is a capable account-based advertising product with owned inventory and a proprietary intent signal. If advertising reach is the whole job, it remains a reasonable answer.

For mid-market teams whose program also depends on web personalization, contact-level deanonymization, outbound, on-site conversational AI, and deep bi-directional CRM sync, Abmatic AI is the strongest alternative because it covers all of those natively in one platform rather than one capability plus four integrations. Demandbase and 6sense are the enterprise-budget comparison points. HubSpot ABM is the right first step for teams already inside HubSpot. Terminus is no longer a standalone option. See also our broader ABM platform roundup, the RollWorks alternatives comparison, the mid-market shortlist, and Engagio alternatives if you are auditing an older stack. If you are new to the category, start with what account-based marketing is and how to use intent data in outbound.

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Ready to launch ABM faster than an ad-led platform allows? Book a demo with Abmatic AI to see personalization, deanonymization, and agentic outbound running against your own account list.

Frequently asked questions

Is RollWorks still a product in 2026?

Yes, but not under that name. NextRoll unified its brands on 27 August 2025 and RollWorks became AdRoll ABM. AdRoll's announcement states that "RollWorks isn't going away; it's evolving into AdRoll ABM" and that login information, campaigns, audiences, and reporting all remain unchanged (AdRoll). rollworks.com now redirects to adroll.com, though product documentation still lives on help.rollworks.com.

What is the biggest difference between RollWorks and an alternative like Abmatic AI?

Scope. AdRoll ABM's public product pages describe account-based advertising, buyer signals, ICP definition, list building, and sales priority lists (AdRoll). Abmatic AI covers advertising plus web personalization, A/B testing, account-level and contact-level deanonymization, Agentic Workflows, Agentic Outbound, Agentic Chat, AI SDR meeting routing, tech-stack detection, first-party and third-party intent, and bi-directional Salesforce and HubSpot sync, in one platform.

How much does RollWorks cost?

AdRoll does not publish a price for its ABM packages. The pricing page presents four ABM options and a contact-sales flow, notes that the Advanced package requires an annual commitment, and treats advertising as a pay-as-you-go line with package-level ad credits (AdRoll). Any specific dollar figure you see quoted online is a third-party estimate, not a vendor number. Get your quote in writing and confirm whether media spend sits inside or outside the platform fee.

Does RollWorks include intent data?

Yes, from more than one source. AdRoll Keyword Intent is proprietary and built from the text of sites where NextRoll serves impressions across more than 2 million publisher websites, and it is offered alongside licensed Bombora Company Surge and G2 intent (RollWorks help center). The volume you receive depends on your package: Bombora states that topic allotments vary across the Starter, Standard, Professional, and Ultimate packages (Bombora). Confirm your topic count before signing.

Is Terminus still a RollWorks alternative?

Not as a standalone platform. Terminus merged into DemandScience in November 2024 and the combined company operates under the DemandScience brand (DemandScience). Evaluate DemandScience on its current packaging if it interests you, and discount any Terminus-era reviews.

Which alternative is cheapest to start with if I already use HubSpot?

HubSpot's own ABM tooling, because you may already own it. The target accounts index requires Marketing Hub or Sales Hub at Professional or Enterprise (HubSpot). Published Marketing Hub pricing on annual billing is $800 per month for Professional and $3,600 per month for Enterprise, plus mandatory onboarding fees of $3,000 and $7,000 (HubSpot). Watch the marketing contact tiers, which escalate the bill automatically as your database grows.

How long does it take to migrate off RollWorks?

Plan around one full campaign cycle rather than a fixed number of weeks. Export account lists and ICP criteria while your seats are still active, install the new platform's pixel before you give notice so you build a signal baseline, revalidate CRM field mapping on a small subset, then run both platforms in parallel for one cycle before winding the incumbent down. With Abmatic AI, first-party signal capture starts the same day the pixel goes live, so the parallel period costs you very little.

Can I keep RollWorks for advertising and use something else for the rest?

Yes, and plenty of teams do, particularly when they are mid-contract with NextRoll. Keep AdRoll ABM for media, and run Abmatic AI for web personalization, contact-level deanonymization, Agentic Chat, Agentic Outbound, and bi-directional CRM sync. It is two contracts, but it avoids an early-termination fight and lets you evaluate the replacement on live traffic.

Do I need a marketing ops hire to run an ABM platform?

It depends on how many tools you are stitching together. A media-led platform plus a separate personalization tool, a separate visitor-identification tool, and a separate outbound tool is four integration surfaces and four failure modes, which usually does require dedicated ops. A consolidated platform is the main lever a small team has to avoid that hire.

Who are RollWorks' biggest competitors?

Four categories: advertising-led platforms (AdRoll ABM itself, and Demandbase's B2B DSP), enterprise intent platforms (6sense and Demandbase), CRM-native ABM (HubSpot's target accounts tooling), and consolidated AI-native platforms (Abmatic AI). DemandScience, the merged Terminus entity, is a fifth option for teams that specifically want its Ionic orchestration layer (DemandScience). Which category matters most depends on whether your program is media-first, intent-first, CRM-first, or execution-first.

Do RollWorks competitors have AI agents in 2026?

Yes, most of them. Demandbase shipped Agentbase, including a Campaign Outcomes Agent and an Account Engagement Agent, then added a Site Customization Agent in April 2026 (Demandbase, Demandbase). 6sense shipped AI Email Agents in August 2025 that write, send, and route replies without manual drafting (6sense). HubSpot's Breeze Agent Hub is in beta with a Prospecting Agent and a Customer Agent (HubSpot). AdRoll ABM opened a public beta MCP Server in May 2026 for AI-assistant access to campaign data and actions (GlobeNewswire). The real differences are in scope: those are point agents bolted onto a single function (bidding, email, support chat, campaign reporting), where Abmatic AI runs Agentic Workflows, Agentic Outbound, and Agentic Chat natively across one identity graph.

Sources

• AdRoll: Stronger as One, Introducing the Unified AdRoll Platform (RollWorks becomes AdRoll ABM, 27 August 2025)
• GlobeNewswire: AdRoll Unifies Under One Brand
• AdRoll ABM product page (channels, identity graph scale, Command Center)
• AdRoll pricing page (ABM package options, annual commitment, ad credits)
• RollWorks help center: Types of Intent Data available
• Bombora: Company Surge and RollWorks (package tiers and topic allotments)
• Business Wire: RollWorks Launches Account Intent in Partnership with Bombora
• DemandScience: DemandScience and Terminus Merge
• Demandbase products and Demandbase pricing
• Demandbase: Agentbase launch and Demandbase AI and Site Customization Agent (April 2026)
• 6sense pricing and 6sense: AI Email Agents launch (28 August 2025)
• HubSpot: Use the target accounts index page, HubSpot Marketing Hub pricing guide, and HubSpot: Understand Breeze Agent Hub
• GlobeNewswire: AdRoll launches MCP Server (27 May 2026)
• DemandScience: Ionic product page
• Warmly: Warmly is joining HubSpot (30 June 2026)