RollWorks, now called AdRoll ABM, is a popular account-based marketing platform for lean B2B teams. It is strongest at account-based advertising and retargeting. Teams usually look for alternatives when they need deeper intent data, stronger sales tools, a contact database, or a cheaper way to start ABM.
This guide covers seven RollWorks alternatives and who each one suits.
RollWorks alternatives at a glance
| Alternative | Best for | Main strength | Pricing model |
|---|---|---|---|
| Demandbase | Enterprise B2B teams | Intent data, B2B advertising and buying-group intelligence | On request |
| 6sense | Mid-market and enterprise revenue teams | AI-driven intent and predictive account scoring | Free tier available, paid plans on request |
| HubSpot (Marketing Hub and Sales Hub) | Teams already on HubSpot | ABM tools inside the CRM: target accounts, buying roles, account views | Included in higher paid tiers |
| ZoomInfo | Sales-led teams that need contact data | Large B2B contact database with intent and outreach tools | On request |
| LinkedIn Ads + Sales Navigator | Teams starting ABM on a small budget | Company and job-title targeting on the platform where buyers are | Pay per ad spend, plus Sales Navigator licences |
| Bombora + your ad platform | Teams that want intent data without a full ABM suite | Third-party B2B intent data | On request |
| DemandScience (formerly Terminus) | Teams that want ABM advertising plus B2B data | ABM advertising combined with data services | On request |
Products and pricing change often, so confirm current plans with each vendor.
1. Demandbase
Demandbase One is an enterprise ABM platform with a large proprietary intent dataset, its own B2B advertising platform and tools that show sales teams which accounts and buying groups are active. It suits enterprise teams with marketing ops support. For a head-to-head, see Demandbase vs RollWorks.
2. 6sense
6sense uses intent data and AI to predict which accounts are in market and at what buying stage. It suits mid-market and enterprise teams that want predictive account prioritisation for both marketing and sales.
3. HubSpot ABM tools
If you already use HubSpot, its paid Marketing Hub and Sales Hub tiers include ABM features such as target account lists, buying roles and account views. You will not get the intent depth or ad platform of a dedicated ABM suite, but it is often the simplest place to start.
4. ZoomInfo
ZoomInfo is primarily a B2B contact and company database with intent signals and outreach tools. It suits teams whose ABM is driven by sales outreach rather than advertising, which is one of RollWorks’s gaps.
5. LinkedIn Ads and Sales Navigator
Many B2B teams run their first ABM programs without a platform at all. LinkedIn lets you upload target account lists, target by job title and seniority, and pair ads with Sales Navigator outreach. It is the lowest-commitment way to test ABM.
6. Bombora with your existing ad platform
Bombora provides third-party intent data showing which companies are researching topics related to your product. Teams combine it with LinkedIn, Google or programmatic ads to prioritise accounts without buying a full ABM suite.
7. DemandScience (formerly Terminus)
Terminus merged with DemandScience and now operates under the DemandScience brand. It combines ABM advertising with B2B data services, which suits teams that want both in one vendor.
How to choose a RollWorks alternative
- Start from the gap. Decide what RollWorks is missing for you: intent depth, sales tools, contact data or cost.
- Match the tool to your team. Enterprise suites need marketing ops support to get value from them.
- Prove the strategy first. If ABM is new, test it with LinkedIn and your CRM before signing an annual contract.
- Check CRM integration. Make sure account scores and engagement sync to Salesforce or HubSpot where sales actually works.
For a wider view, read our comparison of ABM platforms and our step-by-step B2B ABM strategy guide.
How MindMark helps
MindMark runs ABM lead generation for B2B tech companies using intent data, LinkedIn and cold email, with or without a dedicated ABM platform. We can help you pick the right tool once the strategy is proven. Book a call.
Frequently asked questions
It depends on the gap you need to fill. Demandbase and 6sense suit teams that need deeper intent data, ZoomInfo suits sales-led teams that need contacts, and LinkedIn Ads with Sales Navigator suits teams starting ABM on a small budget.
Yes. RollWorks was renamed AdRoll ABM in 2025 and continues as the same platform under the AdRoll brand.
6sense offers a free tier, and you can run basic ABM with LinkedIn Ads, Sales Navigator and your CRM without a dedicated platform. AdRoll itself also lets you start with account-based retargeting before buying an ABM tier.
Terminus merged with DemandScience, and the combined company operates under the DemandScience brand.
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