AdRoll ABM (Formerly RollWorks) Reviews & Product Details

I like the data targeting, how easy the platform is to use, and the team. I can use business email addresses for the leads I want to reach and target them across the internet. I’ve been using AdRoll ABM for 7 years, and they keep evolving it while keeping the simple stuff simple. The initial setup was very easy. Review collected by and hosted on G2.com.

I think the ad library could be improved and organized more easily. I’d like to be able to use folders. Review collected by and hosted on G2.com.

I find it very easy and intuitive to set up campaigns, and I can check the reporting to see what’s working and what isn’t. I like that campaigns sync seamlessly with valuable data in our CRM, and that I can quickly turn on contact, account, or retargeting campaigns. It takes me about a minute to set one up. The keyword insights help me see what our ICP is searching for and what’s top of mind, and I get good reach across our accounts and tiers. I also like the clean ads they create for us each quarter. Having different ad sets ready to use, including static and HTML5 options, is really nice, and means I don’t need to outsource graphics. The onboarding team was great. Christina was sharp and realistic about what we could and couldn’t do, and the couple of months of onboarding made things easy. Review collected by and hosted on G2.com.

I’d like AdRoll ABM to show exactly how much of my audience I’m reaching. Sometimes I get an audience size, but I’d like to clearly see which accounts are being reached and which aren’t when I’m only spending the minimum budget, so I can tell whether I should spend more. Review collected by and hosted on G2.com.

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 like how easy AdRoll ABM is to navigate, view journey stages, and follow the automation section. The pre-built Salesforce reports are helpful, and the Salesforce integration centralizes our ABM efforts and notifies a BDR when one of their key accounts shows high intent, instead of relying on a manual process. Setup was pretty easy, and we had good onboarding. Review collected by and hosted on G2.com.

I’d like to link accounts more directly. AdRoll ABM finds accounts by domain in Salesforce, and it doesn’t always find the “right” one. The mapping logic could be better. Review collected by and hosted on G2.com.

I like the targeting capabilities and being able to structure campaigns in a way that makes sense for us without minimum audience thresholds. I can focus spend on our core accounts and ICP, avoid wasted display spend, control placement quality, and get more audience penetration across the accounts that matter most. I also like the contact targeting and keyword intent targeting, which help me filter audiences and focus spend in the right places. The Salesforce integration is really helpful for dynamically pulling audiences and contact targeting, and it’s convenient to port audiences over to LinkedIn. Setup has been pretty simple in the past. Review collected by and hosted on G2.com.

I think the UI could be a bit better. The playbooks’ dual-campaign setup isn’t ideal for small audiences. I’d like the option to run a single campaign in a playbook, or to have the retargeting campaign focus on impressions served instead of conversion goals. Ad setup could also be a lot simpler: uploading and labeling ads is very manual, and providing the context and information needed for support to launch ads is pretty time-consuming. 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.