Demandbase and RollWorks are two of the most common account-based marketing (ABM) platforms B2B teams compare. Both identify target accounts, track intent and run account-based advertising. They are built for very different team sizes and budgets.
One thing to know first: RollWorks has been renamed AdRoll ABM. In 2025, parent company NextRoll brought RollWorks under the AdRoll brand. The platform, features and integrations stayed the same, so most people still search for it as RollWorks.
Demandbase vs RollWorks at a glance
| Demandbase (Demandbase One) | RollWorks (AdRoll ABM) | |
|---|---|---|
| Best for | Enterprise B2B teams with marketing ops and larger budgets | Lean B2B demand-gen teams, often SMB and mid-market |
| Core strength | Large proprietary intent dataset, its own B2B ad platform and buying-group intelligence | Account-based advertising and retargeting with simple account scoring |
| Intent data | Its own intent data, plus imports from sources such as Bombora and G2 | AdRoll keyword intent, plus Bombora and G2 intent |
| Advertising | B2B demand-side platform covering display, LinkedIn, video and more | In-house ad platform covering display, social, native, video and connected TV |
| Sales tools | Prioritised account lists and buying-group views for reps | Account insights and alerts in Salesforce and HubSpot |
| CRM integrations | Salesforce, HubSpot and others | Two-way sync with Salesforce and HubSpot |
| Pricing model | Not published, sold through sales, bundled platform | Free retargeting to start, pay-as-you-go ads, ABM tiers priced on request |
| Setup effort | Higher: onboarding usually takes weeks to months | Lower: teams can start with retargeting and add ABM later |
Check each vendor’s current pricing and packaging before deciding, as both change regularly.
Intent data and account identification
Demandbase’s main advantage is data. It processes a very large volume of intent signals from its own advertising network and adds third-party intent, which helps enterprise teams spot in-market accounts early.
RollWorks combines AdRoll’s keyword intent with third-party intent such as Bombora and G2. It also grades accounts by how well they fit your ideal customer profile. That is usually enough for teams targeting a few hundred to a few thousand accounts.
Account-based advertising
Both platforms let you run ads only to target accounts. Demandbase uses a B2B-focused demand-side platform built around account and buying-group targeting. RollWorks started as a retargeting business, so account-based display and retargeting are its strongest and simplest features.
Sales enablement
Demandbase gives sales teams prioritised account lists, intent and buying-group views. Neither platform replaces a sales engagement tool. Both rely on integrations with tools such as Outreach or Salesloft for sequences and calling.
Pricing model
- Demandbase does not publish pricing. It is sold as a bundled platform through its sales team and is usually aimed at enterprise budgets.
- RollWorks (AdRoll ABM) lets you start with account-based retargeting and pay-as-you-go ads, with its full ABM tiers priced on request.
For a small team proving ABM for the first time, starting cheaper and upgrading once the strategy works is usually the safer path.
Demandbase vs RollWorks: which should you choose?
| Choose Demandbase if | Choose RollWorks (AdRoll ABM) if |
|---|---|
| You are an enterprise team with marketing ops and a dedicated ABM budget | You are a lean demand-gen team that wants to start ABM quickly |
| You need deep intent data and buying-group intelligence | Account-based advertising and retargeting are your main goals |
| Sales and marketing will both use the platform daily | You want to prove ABM before committing to a larger platform |
If neither fits, see our guide to RollWorks alternatives and our wider comparison of ABM platforms.
Start with the strategy, not the tool
An ABM platform only works on top of a clear target account list, buying-committee map and messaging. Our B2B ABM strategy guide covers how to build that first. MindMark runs ABM lead generation programs for B2B tech companies, with or without a dedicated ABM platform. Book a call to talk it through.
Frequently asked questions
Yes. NextRoll brought RollWorks under the AdRoll brand in 2025 and renamed it AdRoll ABM. The platform, features and integrations stayed the same.
Demandbase is usually stronger for enterprise teams that need deep intent data and buying-group intelligence. RollWorks (AdRoll ABM) is usually a better fit for lean teams focused on account-based advertising with a smaller budget.
Demandbase does not publish pricing and is sold through its sales team. RollWorks lets you start with account-based retargeting and pay-as-you-go ads, with full ABM tiers priced on request.
No. Many teams start ABM with a target account list, LinkedIn Ads, Sales Navigator and their CRM, then add a platform once the strategy is working and they need intent data or account-based advertising at scale.
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