Buyer Insights
Turn predictive signals into pipeline.
Unlock hidden buyer insights that pave the path to conversion.
Reach high-value buyers before they’re ready to buy
AdRoll ABM (formerly RollWorks) arms teams with account-based intelligence so they can make sharper decisions and close deals sooner.
Powered by InIQ, our proprietary account-based marketing AI
Built on a foundation of 1.2 billion digital identities and trillions of behavioral data points
Accounts flagged by InIQ are 2X more likely to become opportunities and 4X more likely to convert
Delivers 90% company-domain match rates for ultra-precise targeting
De-anonymizes 2X more contacts than other ABM technologies
“We’re achieving a 50 percent new opportunity rate with existing customers we target with ABM.”
Capabilities
Tools that keep you two steps ahead of the buyer journey
Ideal customer profile (ICP) scoring
Take action based on audience fit grade. AdRoll ABM’s predictive AI identifies, scores, and prioritizes your best-fit accounts.
- Better understand your ICP to inform targeting and messaging
- Prioritize accounts by grade
- Expand your target account list with net-new accounts
- Push ICP fit scores to SFDC & HubSpot
Account intent insights
See which accounts on your target account list are demonstrating early buying signals — and reach them before your competitors do.
- Leverage a combination of AdRoll’s proprietary intent signals alongside industry leaders like Bombora and G2
- Uncover accounts earlier in their buying cycle
- Prioritize in-market accounts ready to buy
- Expand your Account lists with accounts unknown to you
- Personalize outreach and marketing messages
Predictive buyer journey signals
AdRoll ABM combines fit, intent, and engagement into a Journey Prediction signal to surface accounts either 5x or 25x more likely to become an open opportunity.
- Engage accounts earlier in their buying cycle
- Prioritize sales and marketing outreach
- Push journey prediction signals to CRM
Real-time insights
Receive alerts when accounts are spiking and see how they’re progressing in their journey, including the activity that is influencing them.
- See journey event activity (in our dash and your CRM) including advertising and web signals and journey stage change
- View spiking account information in automated emails, your CRM, or within the AdRoll ABM dashboard
Uncover hidden demand
See who you’re missing. AdRoll ABM’s deanonymization capabilities identify new accounts and contacts not already in your CRM.
- Find contacts missing from your CRM accounts
- Discover new accounts that resemble your ICP
- Connect engagement activity to known accounts in your CRM to enrich your account view and prioritize action
- De-anonymize up to 2x as many contacts as our competitors
Custom audience creation
Create audiences for advertising or sales handoff based on firmographics, intent levels, intent topics, last intent date, buyer journey stage, and predictive signals.
- Segment TALs by specific ABM play, such as competitive takeovers or pipeline acceleration
- Build dynamic audience logic so accounts automatically receive messaging relevant to their buyer’s journey stage
- Prioritize account and contact lists for sales handoff
- Get real-time audience size forecasts prior to launching campaigns
Recommendations for next best actions
The AdRoll ABM Command Center surfaces key account information and clear direction on what to do next.
- Get real-time account insights and discover high-potential opportunities
- Identify and create new account or company records in your CRM
- Boost productivity by implementing recommended next steps with just a few clicks
- Simplify execution, sales-marketing alignment, and strategy optimization in a single, user-friendly dashboard
FAQ
Frequently asked questions
What are intent signals?
Intent signals are data triggers that indicate the buyer interests and provide marketers with insights into the customer journey. Intent is different from engagement data, though often used in conjunction with it. Intent signals are a key building block of ABM strategy, and can be used to help:
- Uncover accounts early in the buying cycle
- Prioritize in-market account ready to buy
- Expand your account list with accounts unknown to you
- Personalize sales outreach
What kinds of buyer insights are available on the AdRoll ABM platform?
AdRoll ABM (formerly RollWorks) provides a variety of insights throughout the platform that help prioritize your marketing activities by analyzing audience fit, engagement, and intent scores for. Some examples include:
- Keyword Intent and Keyword Intent Location
- Ideal Customer Profile Scoring
- Account In-Market and Spiking Accounts Insight
- Predictive Buyer Journey signals
- Plus more, including sending signals to your CRM for custom reporting and account prioritization
Is AdRoll ABM the same as RollWorks?
Yes, AdRoll ABM is the same product as RollWorks. In August 2025, RollWorks, our account-based marketing solution, was officially rebranded to AdRoll ABM. The name change reflects a unification of our products under the AdRoll brand, but the ABM product itself remains the same.
To learn more about our brand unification, check out this blog post.
InIQ is a pending registered trademark of NextRoll, Inc. Unauthorized use is prohibited. All other trademarks are the property of their respective owners.
