As CMO at an early-stage B2B SaaS company, I don't have the luxury of tools that need dedicated ops support to generate value. AdRoll ABM was up and running quickly and the HubSpot integration is clean, which matters when you're a small team.

The ICP scoring and account journey mapping give us visibility into which accounts are heating up before sales makes contact. That intelligence has improved pipeline quality and helped us prioritize outreach. The LinkedIn Connector is a standout, being able to extend account-based campaigns across LinkedIn from the same platform simplified our workflow significantly.

The real test of any marketing tool is whether sales actually uses what it produces or ignores it. With AdRoll the answer has been the former, and that's not something I say lightly. Review collected by and hosted on G2.com.

Like any ABM platform, the value is directly tied to how well your ICP is defined going in. If your targeting isn't sharp, the insights won't be either. That's true of every tool in this category, but it means you need to do the upfront ICP work before you'll get real value out of it.

I'd also like deeper reporting flexibility. The out-of-the-box analytics are solid, but for teams that want to slice account engagement data in more custom ways, there's some manual work involved. Review collected by and hosted on G2.com.

We particularly value the audience targeting capabilities, ABM functionality, and the ability to manage display advertising efforts within a single platform. The reporting provides useful insights into campaign engagement and helps us understand how target accounts are interacting with our campaigns. Overall, AdRoll has become an important part of our marketing technology stack and has helped us execute more focused marketing programs. Review collected by and hosted on G2.com.

There are a few areas where I would like to see the platform improve:

1. The ability to archive or delete old campaigns. As campaigns accumulate over time, it becomes more difficult to keep the account organized.

2. The ability to create folders or similar organizational structures for account audiences and website audiences. This would make audience management much easier, especially for teams running multiple campaigns.

3. More seniority-level targeting options when building audiences. Currently the options jump from C-Level to Management. Adding levels such as Vice President and Director would allow for more precise audience segmentation and targeting. Review collected by and hosted on G2.com.

I appreciate the quality of placements and the accuracy of targeting the audience in our target companies with AdRoll ABM (Formerly RollWorks). It's second to none. Despite the ad inventory costs being a bit on the higher side, we stick with this platform because of the relevant publisher apps and websites our ads show on—not just some random website like with most programmatic ad platforms. Also, the initial setup was pretty straightforward with no hassles, and their support team was helpful in assisting us technically with any issues we had. Review collected by and hosted on G2.com.

The UI on the playbooks is a little confusing and requires some handholding. There are fewer controls, and we can't set a CPC cap on playbooks. Playbooks as a product surely requires basic improvement. UTM tracking of our ads at a campaign level is hard to set up, and Salesforce integration is also a bit challenging. Review collected by and hosted on G2.com.

The account managers at AdRoll are fantastic. They make a real effort to understand our business needs and ad campaign ideas. They are prepared with helpful suggestions, and provide quick responses to questions and inquiries. If we need changes, they typically have them made within the hour. Review collected by and hosted on G2.com.

Understanding the reporting and effectiveness of ABM can be a struggle. This is mainly due to the nature of ABM mostly being an awareness play in the B2B space. As marketers, we're tasked with proving to leadership that ABM ad campaigns are effective, and that translation can be challenges. Along those lines, it can sometimes be challenging for the account managers to understand why leadership has a tough time conceptualizing the benefit. It's hard for leadership not to see it as a lead generation play. Review collected by and hosted on G2.com.

It's pretty user friendly as far as assembling lists go. Additionally, the media center is excellent. If you're uploading a bunch of ad images, not only can you bulk upload them, but you can also press a button that attaches the same URL to all of the images. You can also label them so they're easy to find when you're setting up the ads later. Peak convenience. It's also super easy to export account lists to Linked in. The rep is also knowledgable and always responds quickly when I Slack for help. Review collected by and hosted on G2.com.

I dislike that they keep rebranding. That's incredibly obnoxious. The way things are set up are also not completely clear. For example, you can export account lists to LI but not contact lists. You also can't run an ad playbook with a contact list. There's a third type of ad, called website ads, which isn't super intuitive. It doesn't require that people have visited your site, so it's misnamed. The selections for contact titles and job functions are also fairly thin on the grounds, which makes it difficult not to have a wider audience. Review collected by and hosted on G2.com.

I think using this platform has definitely been great for us. Being able to segment and target specific accounts for ads has changed the way we capture leads positively. The only minor thing I think can be better is the email uploading tool, sometimes is quite annoying when trying to edit or upload new emails. And the integration with Zoho, it is hard for us to track down results because there is no integration at all. Review collected by and hosted on G2.com.

API with ZOHO. We use personalized URLs to be able to follow up on leads we capture through the RollWorks Platform, but we haven't been able to plug one into each other correctly. No API works within ZOHO and RollWorks, and that is a boomer. Review collected by and hosted on G2.com.

I really appreciate AdRoll ABM (Formerly RollWorks) for its ABM display advertising and targeting capabilities, which work well for our niche manufacturing life science industry. The platform allows our small, bandwidth-limited team to run dynamic display advertising to different audience and account lists effectively. Additionally, I found the initial setup to be very easy due to their incredible onboarding team. Review collected by and hosted on G2.com.

Prospecting is difficult for our sales team, so taking spiking account alerts and trying to action on them is hard. Especially when spikes are based off a root domain and we have hospital system clients with dozens of locations, so determining where the intent is coming from isn’t useful. Splint account alerts aren’t very actionable for a B2B company like us that isn’t SaaS. Review collected by and hosted on G2.com.

I like that AdRoll helps us effectively use our budget and messaging to target the right accounts. We use the account-based targeting and audience segmentation tools to narrow our focus on a high-intent audience that falls within our target industries. We also like using the reporting and attribution tools to understand which target accounts are showing engagement and how AdRoll is helping improve our conversions. Review collected by and hosted on G2.com.

Some of the more advanced features have a learning curve, making it challenging for new users to navigate the platform. Some reporting customization is also limited. Review collected by and hosted on G2.com.

I like how easy it is to build and activate targeted audiences without overcomplicating the process with AdRoll ABM (Formerly RollWorks). It provides good visibility into account engagement and helps us move quickly when launching or optimizing campaigns. This speed is crucial when aligning creative, paid strategy, and post-click experience. Review collected by and hosted on G2.com.

Overall it works well, but I think the reporting could be more intuitive and easier to customize, especially when sharing insights across teams. Some parts of the platform also take a bit of time to fully understand at first, so improving onboarding and making key workflows more streamlined would make it even better. Review collected by and hosted on G2.com.

It’s been helpful for lead, contact, and data management. The UI is also useful for getting an overview of the buying journey. The CRM integrations do work, but they’ve been buggy and slow at times, with errors and display issues. Data refreshes have taken up to 24 hours, but our team has been able to get in touch with Support when needed. Review collected by and hosted on G2.com.

Once set-up fully it seemed stable, but integrations have returned unclear or inconsistent error messages and can take 24+ hours to resolve initially. This created confusion for our admins and users, and it delays time to value whenever we need to reconnect the CRM. Review collected by and hosted on G2.com.