“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.

“Targets accounts and drives action”

Pros

Having audience targeting, ABM features and display ad management all in one place has been especially valuable for our team. The reporting offers helpful visibility into campaign engagement and gives us a clearer picture of how target accounts are interacting with what we launch. Overall it has become a meaningful part of our marketing tech stack and has supported us in running more targeted and effective marketing programs.

Cons

A few improvements would make the platform even better. It would be really helpful to have a way to archive or remove old campaigns because as more campaigns build up over time, keeping the account organized gets harder. It would also help a lot to have folders or a similar structure for organizing account audiences and website audiences especially for teams managing several campaigns at once. Another gap is seniority level targeting when creating audiences. Right now the options go from C-Level straight to Management so adding levels like Vice President and Director would make segmentation and targeting much more precise.

“manages campaigns for us”

Pros

Well having one platform to build and manage campaigns while also monitoring intent, collecting account insights and tracking performance has been really helpful. It keeps everything centralized and makes it easier to focus our marketing efforts on the accounts showing the most engagement. Also it does a good job of helping marketing and sales stay aligned by giving both teams a clearer view of account intent levels and how to approach them.

Cons

The reporting is a little too out of the box and could be much more flexible when it comes to customization. At times even fairly basic reports need either an internal build or extra time from the system team to get shared out properly. More integration options would also make the platform more useful.

“Finds the right audience every time”

Pros

One thing that's been really useful is how precisely it lets me narrow down an audience especially by using the journey stages. That helps me deliver more relevant marketing to the right ICPs.

Cons

I do wish it didn't cap Playbooks at just two default campaigns. Having more flexibility and customization when setting up campaigns would make it much better.

“insights are well targeted”

Pros

Right after getting set up I find the platform very easy to use. Being able to customize ads intelligently and track funnel progression has given me much better visibility into how leads are moving along. Also it helps me reach new audiences and understand whether they're engaging with our content or not. On top of that the reporting and target count building features have been especially useful. The setup process was simple and the onboarding manager did an excellent job guiding us through every step.

Cons

Nothing to add here.

“CRM lags at times”

Pros

It's been useful for managing leads, contacts and data overall and the interface does a good job of giving a clear picture of the buying journey. The CRM integrations do function although they've been slow and buggy at times with occasional errors and display problems. Data refreshes have sometimes taken as long as 24 hours but whenever needed, our team has been able to reach Support for help.

Cons

After the initial setup was fully in place, the platform seemed stable but the integrations have still produced vague or inconsistent error messages and sometimes take more than 24 hours to get sorted out at first. That has caused confusion for both admins and users and it slows down the time to value whenever we have to reconnect the CRM.

“Intent data shows what matters”

Pros

Across the other programs I manage, AdRoll ABM fits in really well and gets a lot of use. The intent signals help power several other motions especially sales efforts and RFP-related work. One thing I really like is how easy these intent signals are to digest and act on. On top of that ongoing improvement has been much easier than I expected thanks to a strong partnership with the customer success team.

Cons

Something I'd like to see is the ability to export the user list when managing sales insights seats. It would also be easier to show impact if attribution from intent signals to opportunities were easier to track. I'd also find it helpful to better connect things like user views back to intent signals.

“help comes quickly”

Pros

Right from the start the interface felt clean and user friendly and the onboarding plus customer success teams were responsive, communicative and genuinely helpful throughout the process.

Cons

At first the amount of information felt a bit overwhelming since I came in with limited experience though that really wasn't an issue caused by the tool itself.

“Targets accurately always”

Pros

It has been outstanding when it comes to ad placement quality and precise audience targeting within our target accounts. That part really is unmatched. Even though the ad inventory is somewhat expensive, we continue using it because our ads appear on relevant publisher apps and websites instead of ending up on random placements like they often do with other programmatic platforms. Getting started was also fairly simple without much trouble and their support team has been responsive and helpful whenever we needed technical assistance.

Cons

An area that still needs work is the playbooks UI which can be confusing and often takes some extra guidance to navigate. The controls are also limited and there's no option to set a CPC cap on playbooks. Overall the playbooks feature could use some basic improvements. On top of that setting up UTM tracking at the campaign level is difficult and the Salesforce integration has been somewhat challenging as well.

“Creating ads is surprisingly simple”

Pros

Having the built-in option to create ads in the right format directly from the dashboard is really convenient.

Cons

Getting around the platform can feel confusing when you don't use it on a regular basis.

“Campaigns actually hit their mark”

Pros

RollWorks helps us connect with the right accounts through targeted campaigns and tracking engagement and performance is very easy. It keeps our team focused on the prospects that matter most instead of wasting effort elsewhere. Having a dedicated account manager supporting us through the whole process has also been incredibly valuable and has made the overall experience even better.

Cons

At this point there is nothing specific I dislike about it.

“See every step of journeys”

Pros

What really stands out is being able to see an account's engagement path from being completely unaware all the way to MQL. Getting it up and running at the start was also very easy.

Cons

One area that could be better is offering more guidance on how to improve engagement like recommending creative updates, refreshing account lists and similar next steps.

“Stays top of mind during long deals”

Pros

AdRoll ABM has been a really effective way to get in front of the right people without spending as much as we would on other channels. Setting up targeted, personalized campaigns is very easy and it gives us a practical way to remain visible throughout our long and often complex sales cycle which can stretch beyond two years. It helps keep our brand in front of business owners and keeps us top of mind well after that first interaction.

Cons

A few workflows still feel like they were built with larger teams in mind and I'd like more reporting around account-level engagement along with a simpler setup process for smaller lists.

“Launch campaigns fast and clean”

Pros

The platform has a clean, user friendly interface and it's surprisingly quick to move from uploading account lists to getting live, multi-channel campaigns running within hours instead of waiting weeks.

Cons

A limitation is that the dashboard doesn't allow customization for multi-variable reports which makes it less flexible for the reporting I need.