Close the gap between marketing and sales
with AdRoll ABM (formerly RollWorks)
Un-silo your tools and systems
Connect and centralize your data sources to create a clear, unified view of all your accounts.
Target and personalize efficiently
Create dynamic audiences and deliver personalized outreach that sticks with buying committees.
Beat long sales cycles
Seamlessly hand off accounts from marketing to sales and receive guidance for where and how to best engage them.
“AdRoll ABM (formerly Rollworks) helps us know where to spend our sales and marketing resources. With a validated and tiered target account list, Dialpad is now poised to do true ABM at scale.”
Capabilities
ABM that moves faster
than the funnel
Uncover early buying intent
Set your go-to-market teams up for success by identifying accounts showing early buying signals — then proactively engage those accounts before your competitors get the chance.
- Get the 360-degree account view into fit, intent, and engagement signals
- AdRoll ABM’s proprietary InIQ AI technology surfaces accounts 2X more likely to become opportunities and 4X more likely to convert
- Understand account fit with advanced ICP fit scoring models
- Predict actions and plan competitive plays with predictive signals and intent data
- Connect engagement signals such as web and advertising activity with account insights and time outreach when buyers are primed
Connect insights with action
The AdRoll ABM Command Center centralizes key account data and insights so you can manage and activate pipeline with clarity and confidence.
- 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
Give sales more at-bats
Automatically alert your sales teams when their accounts are spiking and showing buying interest so they can quickly take action.
- Trigger account insight alerts directly to your inbox
- Leverage the Sales Insights Widget to prioritize and personalize sales outreach directly from your CRM
Understand the buyer’s journey
See where your top accounts fall within the sales cycle at any given time, and what’s influencing them.
- Customize your buyer’s journey stage definitions
- Understand pipeline progression or regression to refine your strategy
- Use journey stage-aligned content to drive stage progression
- See journey event activity for each account, both in-app and your CRM
- Receive recommendations for accounts that need engagement
Activate fully integrated ABM advertising
AdRoll ABM’s first-party DSP builds connections with your ABM audiences across high-performance channels like display, social, and connected TV.
- Cross-device identity graph that ties fit, intent, and engagement data together for performant targeting at scale
- Industry-leading B2B audience segmentation for dynamic and personalized campaigns
- High match rates for targeting at scale
- Engaging ad formats, including dynamic personalized creative
Connect sales and marketing motions regardless of your tech stack
Integrate with 20+ data and analytics providers, CRMs, MAPs, sales platforms, and other ABM tools to coordinate outreach and ensure ultimate strategic alignment.
- Access AdRoll’s public API to build out reporting, personalization, and more capabilities
- Seamlessly integrate with essential MarTech solutions such as Outreach, Salesloft, Opensense, Postal.io, and more
Save time with AdRoll ABM Workflows
Simplify your GTM coordination by automating integrated, cross-channel programs across your martech stack.
- Personalize and coordinate engagement across channels, including CRM campaigns, Outreach, Salesloft, Slack, and more
- Acquire new accounts and contacts
- Send data where you need it
- Alert teams when accounts are primed for outreach
Need strategic or creative support? We can help.
Work with a dedicated team of experts to optimize your campaigns and get the most out of the AdRoll platform. Our managed service packages include benefits like ongoing account management, weekly performance meetings, quarterly business reviews, and custom reporting.
FAQ
Frequently asked questions
What is go-to-market (GTM) orchestration?
Go-to-market (GTM) orchestration is the automated process of managing and coordinating a company's GTM strategy across various systems and channels. It involves leveraging data and insights to automate interactions with target accounts and streamline the collaboration between the marketing and sales teams.
What challenges can a GTM orchestration solution solve?
A GTM orchestration solution can solve the following challenges:
- Fragmented data and systems: AdRoll ABM un-silos data across CRM, marketing automation, and advertising platforms, unifying customer insights and delivering consistent, data-driven campaigns.
- Inefficient targeting and personalization: AdRoll ABM builds precise audience segments and scales 1:1 outreach, which optimizes ad spend and engages buying committees.
- Long, complex sales cycles: AdRoll ABM streamlines multi-touch journeys across channels and decision-makers, leading to effortless handoffs between marketing and sales.
What features does AdRoll ABM offer as a GTM orchestration solution?
AdRoll ABM (formerly RollWorks) offers the following features:
- Command Center: a central dashboard that consolidates all buying signals, including fit, intent, and engagement; identifies missed opportunities and recommends the next best action
- Workflows: an orchestration engine that automates the go-to-market (GTM) strategy, leveraging data and insights from AdRoll ABM and across other connected systems
- CRM synchronization: bi-directional integration with CRM systems, including Salesforce.com and Hubspot, that breaks down data silos and facilitates collaboration between marketing and sales teams
- Personalized cross-channel advertising: built-in demand-side platform (DSP) that turns buying signals into personalized advertising campaigns across the web, mobile, social, and CTV
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.