Demandbase One vs. AdRoll ABM (formerly RollWorks): Comparing Best Account Based Marketing Solutions 2026

Overview: Demandbase One and AdRoll ABM (formerly RollWorks) as Account Based Marketing Category solutions.

Demandbase One and RollWorks are leading Account Based Marketing solutions, each with distinct offerings. Demandbase One excels in engagement and account management for mid to large enterprises, emphasizing data analytics and custom reporting. RollWorks, on the other hand, focuses on lead generation and advertisement for a broader range of enterprises, offering robust custom reporting features and AI-powered insights. Both cater to different strategic business objectives depending on company size and focus.

Top use cases: Demandbase One vs AdRoll ABM (formerly RollWorks)

Use cases tied to Demandbase One and AdRoll ABM (formerly RollWorks) from verified data sources. Click any use case for supporting evidences.

Demandbase One
AdRoll ABM (formerly RollWorks)
Shared by both · Use cases
Demandbase One AdRoll ABM (formerly RollWorks)

Top Capabilities: Demandbase One vs AdRoll ABM (formerly RollWorks)

Lengths: relative topic prominence (square-root scale) · Labels: comparison split. Click any item for supporting evidences.

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Deployed Industries: Demandbase One vs AdRoll ABM (formerly RollWorks)

Lengths: relative industry prominence (square-root scale) · Labels: comparison split. Click any item for supporting evidences.

Demandbase One
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AdRoll ABM (formerly RollWorks)
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Deployed Market Segments: Demandbase One vs AdRoll ABM (formerly RollWorks)

Share of peer evidence by company size for Demandbase One and AdRoll ABM (formerly RollWorks). Each product segments add up to 100%. Click any segment for supporting evidence.

Demandbase One 100%
AdRoll ABM (formerly RollWorks) 100%

Demandbase One: Demandbase One™ is a go-to-market platform for account-based B2B advertising, intent data, and AI. It goes beyond traditional ABM platforms for revenue teams.

AdRoll ABM (formerly RollWorks): RollWorks offers an ABM platform delivering over 5X the ROI of other solutions. The B2B tool effectively supports account-based marketing.

Key Capabilities Supported

Demandbase One focuses on engagement and account management, supporting marketing workflows with capabilities like collaboration and campaign management. →

RollWorks offers comprehensive support for account management and generates new leads, excelling in digital marketing and advertisement. →

Business Goals

Demandbase One helps increase sales and acquire customers, emphasizing customer relationship enhancement and ROI improvement. →

RollWorks targets improving ROI and boosting sales, with a strong focus on customer acquisition and expanding market share. →

Core Features

Demandbase One stands out with custom reports, analytics, and an AI-powered environment, to facilitate data-driven decision-making. →

RollWorks provides notable custom reporting and AI-powered features, offering seamless integration and comprehensive data import solutions. →

Vendor Support

Demandbase One provides 24/7 support extensively, including chat and phone support options to assist users. →

RollWorks offers robust around-the-clock support, including chat and email, to thoroughly address customer issues. →

Segments and Industries

Demandbase One is predominantly used in IT and Telecommunications industries by mid to large enterprises. →

RollWorks caters to computer software and internet industries, widely serving large enterprises and financial services. →

Operational Alignment

Demandbase One aligns well with mid-market to large enterprise workflows, focusing on comprehensive engagement management. →

RollWorks is suited for varied enterprise scales including small businesses, with a strong operational fit for digital marketing efforts. →

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Demandbase One and AdRoll ABM (formerly RollWorks): Best activities based on customer satisfaction

Most deployed common Activities for Demandbase One and AdRoll ABM (formerly RollWorks)

How does Demandbase One and AdRoll ABM (formerly RollWorks) facilitate Engagement Management?
Demandbase One and Rollworks both help companies identify and engage with target accounts. Demandbase One focuses on tracking website engagement, personalizing content, and measuring campaign effectiveness. Rollworks emphasizes automated engagement through email cadences and targeted advertising campaigns. A key difference is that Demandbase One tracks engagement across multiple channels, while Rollworks primarily focuses on email and advertising engagement. Both tools require time to set up and integrate with existing systems.
"...Its financial features allow banks, insurance providers and asset management companies to identify, target and engage commercial accounts...." Peer review
"...Growlabs managed to build a product that combines finding leads, engaging them and converting them... and they make it very easy!..." Peer review by Dave L, Vice President Marketing, Internet
What benefits does Demandbase One and AdRoll ABM (formerly RollWorks) offer for Account Management?
Demandbase One and Rollworks both help companies manage accounts. Demandbase One focuses on providing a centralized platform for account-based marketing (ABM) strategies. It provides data insights to inform ABM programs and supports global ABM campaigns across multiple channels. Rollworks offers an easy-to-use platform for running display ad ABM campaigns and focuses on reducing costs and increasing return on investment (ROI). However, some users have experienced limitations with Rollworks' effectiveness compared to other platforms like LinkedIn's ABM targeting.
"...In my hiring interview with Lacework, I asked, Are you open to replacing the account based marketing technology?..." Case Study Lacework
"...With other ABM vendors we were paying double or triple the cost to get a visit to our website...." Peer review by Tina Cabanez, Director of Marketing, Transpay

Demandbase One in Action: Unique Activities

What makes Demandbase One ideal for Lead Qualification?
Demandbase One provides lead qualification by combining firmographic and technographic data. The platform uses AI to identify accounts that are in-market and at risk. It also offers insights into future technology purchases based on historical intent and engagement data.
"...We didn't want to deal with separate technologies that required multiple integrations, and Demandbase fit that need because it offers everything from robust intent data and predictive capabilities to advertising, personalization, and channel orchestration, all in a single platform...." Case Study MarketSource
How can Demandbase One optimize your Lead Engagement Workflow?
Demandbase One Lead Engagement capabilities track prospect engagement with websites and content. These capabilities provide insights into prospect engagement levels, enabling sales teams to target high-potential leads. This platform facilitates engaging with prospects based on their specific interests, driving faster deal closure and improved CRM data accuracy.
"...This is a really useful tool for our sales teams in terms of seeing if their prospects are engaged...." Peer review by Verified Reviewer, Insurance

AdRoll ABM (formerly RollWorks) in Action: Unique Activities

What benefits does AdRoll ABM (formerly RollWorks) offer for Generation Of New Leads?
Growlabs is a sales automation system that combines lead generation with automation to help businesses find new leads and improve sales outcomes. It identifies new leads in target accounts, provides highly pertinent ads, and generates leads in real time. However, the software is expensive.
"...Growlabs has finally provided us a solution for lean, mean lead generation that fits us...." Peer review by Sarah M., VP, Client Services, Marketing and Advertising
Why is AdRoll ABM (formerly RollWorks) the best choice for Campaign Management?
RollWorks facilitates the creation and execution of Account Based Marketing display campaigns. nThe platform offers campaign analytics to track performance metrics such as spend, reach, impressions, and clicks. nRollWorks enhances collaboration through integrated reporting in Salesforce.
"...We have found RollWorks to be an easy to use and effective tool for display and ABM marketing campaigns...." Peer review by Administrator

Integrations

Ecosystem partners each product commonly connects with.

Demandbase One

OKTA
4.6
Tray.ai
4.0
Slack
4.7

AdRoll ABM (formerly RollWorks)

lemlist
4.6
Databox
4.7
ReportGarden
4.4
Klaviyo
4.7
Calendly
4.7
HubSpot
4.5
Salesmate Sales CRM
4.6
Typeform
4.6

News

Latest Demandbase One news

Liferay and Demandbase Partner to Deliver Account-Intelligent Digital Experiences

Liferay and Demandbase have formed a technology partnership to integrate Demandbase's ABM Intelligence with Liferay Data Platform. This integration enables B2B enterprises to deliver personalized digital experiences at the account level, enhancing customer engagement from the first interaction. The collaboration addresses the challenge of account-blind websites by providing firmographic data and a unified account view, improving marketing and sales efforts.

25/08/2026 - source

Latest AdRoll ABM (formerly RollWorks) news

NextRoll Names Jay Webster Chief Technology Officer as AdRoll Builds for the Next Era of Marketing Discovery

NextRoll has appointed Jay Webster as Chief Technology Officer to lead engineering efforts for AdRoll's AI-driven marketing platform. Webster, with extensive experience in martech and e-commerce, will focus on advancing the platform's AI capabilities and cross-channel performance. This move aligns with AdRoll's strategy to adapt to the evolving digital marketing landscape.

04/05/2026 - source