G2

Rob Y.

Research Director, IT Service Management and Client Virtualization Software

Market Research

Enterprise (> 1000 emp.)

7/21/2026

"Quick to Launch ABM with Clean HubSpot Integration and Actionable ICP Insights"

5/5

What do you like best about AdRoll ABM (Formerly RollWorks)?

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.

What do you dislike about AdRoll ABM (Formerly RollWorks)?

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.

What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you?

Two main problems. First, visibility into account-level intent before sales makes contact. We were flying blind on which target accounts were actually in-market, which meant outreach was based on guesswork rather than signal. The ICP scoring and account journey mapping changed that. We can now see which accounts are heating up and prioritize accordingly.

Second, running coordinated account-based campaigns without needing a dedicated ops person. As an early-stage B2B SaaS company, I don't have the headcount for a tool that requires constant management. The HubSpot integration is clean and the LinkedIn Connector lets us extend campaigns across channels from one platform, which keeps a small team efficient.

The benefit shows up in pipeline quality and in sales actually trusting what marketing surfaces. When reps can see the account intelligence behind why a target was prioritized, the conversation between marketing and sales gets a lot easier. Review collected by and hosted on G2.com.