RollWorks

“reports fall short”

Pros

Building and activating targeted audiences with AdRoll ABM Formerly RollWorks is pretty easy without making the process overly complicated. Plus it gives good visibility into account engagement and lets us act fast when we're launching campaigns or making optimizations. That kind of speed really matters when we're trying to keep creative, paid strategy and the post-click experience aligned.

Cons

It does the job well overall but the reporting could be more user friendly and simpler to customize especially when we need to share insights across different teams. A few areas of the platform also take some time to fully figure out at the beginning so better onboarding and more organized key workflows would make the experience a lot better.

“Maps journeys well”

Pros

It does a really good job of helping us map the prospect journey which makes it easier to scale our go to market efforts and build pipeline more efficiently.

Cons

The contact-level tracking is somewhat limited although it's not a dealbreaker for our team.

“Great for small ABM teams”

Pros

Running marketing at an early stage B2B SaaS company means I cannot afford tools that require a dedicated ops person just to prove their worth. It got up and running fast and the HubSpot integration is clean which makes a big difference for a small team like ours. The ICP scoring and account journey mapping give us a clear view into which accounts are gaining traction before sales even reaches out. That insight has helped us improve pipeline quality and focus outreach where it matters most. The LinkedIn Connector has been a standout feature too. Being able to expand account-based campaigns into LinkedIn from the same platform has made our workflow much simpler. At the end of the day the real measure of a marketing tool is whether sales actually uses the output or ignores it and with AdRoll it's definitely being used. That's not praise I give casually.

Cons

Keep in mind that like any ABM platform, the value you get depends heavily on how clearly your ICP is defined from the start. If the targeting isn't precise, the insights won't be either. That's not unique to this platform but it does mean the upfront ICP work really matters before you'll see meaningful results. I'd also welcome more flexibility in reporting. The standard analytics are good but if your team wants to break down account engagement data in more customized ways, you'll still end up doing some manual work.