RollWorks vs Demandbase
Sabarish Chandrasekar
Last updated on
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The short answer
RollWorks and Demandbase both sell account-based marketing (ABM) software, but they sit at opposite ends of the buyer spectrum. RollWorks (now rebranded “AdRoll ABM,” reported as of July 2026) leans on its performance-advertising heritage to offer a lower entry price aimed at small-to-mid B2B teams. Demandbase sells a fuller account-based experience (ABX) suite, custom-quoted, and reported to run considerably higher on average contract value, aimed at enterprise revenue teams. Both carry respectable but unverified G2 standing (RollWorks around 4.3, Demandbase around 4.4 out of 5, both flagged verify live). The decision usually comes down to budget and whether you need a full ABX suite or a focused ABM-advertising engine.
If your team is smaller, budget-constrained, and wants a lower cost of entry with a strong out-of-the-box advertising/retargeting engine inherited from AdRoll, RollWorks (AdRoll ABM) is the more accessible pick.
If you’re running an enterprise ABM program and want account intelligence, intent, advertising, and orchestration in one platform with a larger, more enterprise-grade client roster, Demandbase is the more complete choice, at a materially higher price.
At a glance
| RollWorks | Demandbase | |
|---|---|---|
| Vendor / Founded | RollWorks (launched 2018 as a unit of AdRoll Group; parent NextRoll founded 2007) | Demandbase (founded 2005, reported; some sources cite 2006/2007) |
| Category | ABM advertising, orchestration, and reporting (AdRoll ad heritage) | Full account-based experience (ABX) suite |
| Pricing model | Sales-led quote; third-party estimate ~$1,000/mo entry (verify live) | Sales-led quote; third-party median reported ~$65,981/yr (verify live) |
| Public rating | 4.3, G2 (AdRoll ABM, formerly RollWorks; review count unconfirmed, verify live) | 4.4, G2 (Demandbase One), reportedly ~1,937 reviews (verify live) |
| Best for | Smaller B2B teams wanting lower-cost ABM advertising | Enterprise teams wanting a single ABX platform |
Company profile
RollWorks (AdRoll ABM)
RollWorks launched in 2018 as a business unit of AdRoll Group (parent company NextRoll, founded 2007). As of the site’s July 2026 status, rollworks.com redirects to adroll.com, and the product is now sold as “AdRoll ABM,” so RollWorks is no longer a standalone brand, only a product line. Its core capabilities are account-based advertising and retargeting (inherited from AdRoll’s ad-network heritage), account identification/intent, journey-stage orchestration, and Salesforce/ HubSpot integration.
- Founded
- 2018 as an AdRoll Group unit (parent NextRoll founded 2007)
- HQ
- San Francisco, California, USA (reported)
- Team size
- ~122 employees on RollWorks’ own LinkedIn page (verify live); parent NextRoll listed 501-1,000
- Pricing model
- Sales-led quote; third-party entry estimate ~$1,000/mo (verify live)
- Public rating
- 4.3, G2 (AdRoll ABM, formerly RollWorks; review count unconfirmed, verify live)
- Notable clients
- Snowflake, PitchBook, Aircall, Personify (from RollWorks’ pre-rebrand case studies; the original case-studies page now redirects to AdRoll’s generic resource library, so these logos could not be reconfirmed on a live source, verify live)
Demandbase
Demandbase sells “Demandbase One,” a full ABX suite combining account identification/intent data, an advertising cloud, sales intelligence, website personalization, and orchestration across sales and marketing. Where RollWorks leads with lower-cost ABM advertising, Demandbase’s differentiator is breadth, a single platform meant to cover the whole account-based motion for larger revenue teams.
- Founded
- 2005, reported (some sources cite 2006 or 2007; verify on demandbase.com/about)
- HQ
- San Francisco, California, USA
- Team size
- Roughly 750-1,000 employees (Tracxn ~993, PitchBook ~750, ZoomInfo 500-1,000; verify live)
- Pricing model
- Sales-led quote; third-party median reported ~$65,981/yr, observed range ~$22,860-$164,265/yr (verify live)
- Public rating
- 4.4, G2 (Demandbase One), reportedly ~1,937 reviews (verify live)
- Notable clients
- SAP Concur, Accenture, Adobe, DocuSign, GE, Salesforce (per Demandbase’s own case studies)
Pricing, what you'll actually pay
Neither vendor publishes a fixed rate card; both use a sales-led quote model. All dollar figures below come from third-party aggregators, not the vendors’ own sites, and should be confirmed directly before deciding.
| RollWorks | Demandbase | |
|---|---|---|
| Pricing model | Sales-led quote (not published) | Sales-led quote (not published) |
| Third-party entry estimate | ~$1,000/mo (unverified; verify live) | Basic/Starter reportedly $18,000-$24,000/yr (unverified; verify live) |
| Typical reported annual range | $50,000-$100,000+/yr per G2 reviewers; ABM Standard tier estimated $25,000-$50,000/yr for 100-500 employee companies (unverified) | Median reported ~$65,981/yr; observed range $22,860-$164,265/yr; Enterprise tier reported $70,000-$300,000+/yr (unverified) |
| Mandatory add-on spend | Display ad spend separate from platform fee, reported $30,000-$100,000/yr guidance (unverified) | Advertising cloud, buying-group dashboards, and some data-enrichment modules gated behind extra cost (unverified) |
| Value-for-money sub-score | 4.5/5 reported (secondary source; verify live) | 3.6/5 reported, called out as weakest category (secondary source; verify live) |
Capability comparison
Both tools operate in the ABM lane, but their scope differs materially. RollWorks is centered on advertising execution; Demandbase covers a wider ABX footprint. Neither wins every row.
| Service | RollWorks | Demandbase |
|---|---|---|
| Account identification / intent | ✓ Offered | ✓ Core, part of ABX suite |
| ABM advertising / retargeting engine | ✓ Core strength, AdRoll ad heritage | ✓ Offered, advertising cloud |
| Sales intelligence | ✕ Not a core feature | ✓ Included in ABX suite |
| Website personalization | ✕ Not offered | ✓ Included in ABX suite |
| Journey-stage orchestration | ✓ Offered | ✓ Core, orchestration across sales+marketing |
| Salesforce / HubSpot integration | ✓ Reliable per reviewers (verify live) | ✓ Implied by enterprise client roster (unverified in detail) |
| Lower cost of entry for small teams | ✓ Materially lower reported floor | ✕ Enterprise-priced, higher floor |
Decision matrix, who fits which side
| Criterion | RollWorks | Demandbase |
|---|---|---|
| Small-to-mid B2B budget, lower entry cost | ✓ | - |
| Enterprise-grade client roster and references | - | ✓ |
| ABM-advertising-first team, retargeting focus | ✓ | - |
| Full ABX suite (intelligence + ads + personalization) | - | ✓ |
| Easiest-setup priority for lean teams | ✓ | - |
| Larger review base for statistical confidence | - | ✓ |
| Materially lower total cost of ownership | ✓ | - |
| Best fit for a global enterprise revenue org | - | ✓ |
Check = clear edge. Dash = capable but not the stronger pick. Cross = outside the model.
Strengths & tradeoffs
Both tools are credible ABM platforms, and neither wins every category, RollWorks trades platform breadth for accessibility, Demandbase trades cost for scope.
| Axis | RollWorks | Demandbase |
|---|---|---|
| Cost of entry | Reported ~$1,000/mo starting point, lower floor for smaller teams (unverified, verify live) | Reported median ~$65,981/yr, enterprise-first pricing (unverified, verify live) |
| Advertising engine | Core strength inherited from AdRoll’s ad-network heritage | Offered via a separate advertising cloud module, add-on cost reported |
| Suite breadth | Narrower, ABM-advertising-centric | Fuller ABX suite, intelligence, ads, personalization, orchestration |
| Client roster | Mid-market-leaning (Snowflake as the enterprise exception) | Global enterprise brands (Accenture, Adobe, DocuSign, GE, Salesforce) |
| Team / company size | Reported ~122 employees on RollWorks’ own LinkedIn page | Reported ~750-1,000 employees, more R&D and support capacity |
| Value-for-money reviewer sentiment | Reported 4.5/5 sub-score, still called a relative low point | Reported 3.6/5 sub-score, explicitly flagged as weakest category |
| Brand clarity | Recently and fully rebranded to “AdRoll ABM,” may read as less mature standalone brand | Consistent, established Demandbase brand since founding |
| Add-on cost transparency | Mandatory display ad spend on top of platform fee, a real TCO gotcha | Personalized ads, buying-group dashboards, and enrichment modules gated behind extra cost |
Ratings & track record
| Metric | RollWorks | Demandbase |
|---|---|---|
| G2 rating | 4.3 / 5 (reported, verify live) | 4.4 / 5 (reported, verify live) |
| G2 review count | Unconfirmed (fetch blocked; verify live) | ~1,937 (reported, verify live) |
| Founded | 2018 as AdRoll Group unit (parent NextRoll, 2007) | 2005, reported (some sources cite 2006/2007) |
| Team size | ~122 employees (reported, verify live) | ~750-1,000 employees (reported range, verify live) |
| Notable clients | Snowflake, PitchBook, Aircall, Personify | SAP Concur, Accenture, Adobe, DocuSign, GE, Salesforce |
On documented third-party proof, the two sit close on headline G2 rating, RollWorks (as “AdRoll ABM”) reported around 4.3 and Demandbase around 4.4, both unverified pending a live check. Demandbase’s reported review volume (near 1,937) appears substantially larger, giving its rating more statistical weight if confirmed. RollWorks counters with a reported lower cost of entry and a smaller, leaner team, while Demandbase’s larger headcount and enterprise client roster suggest more R&D and support capacity for complex accounts. Neither review count nor client roster was independently verified beyond the vendors’ own case-studies pages, so confirm both before quoting them.
Both platforms’ data is sourced from publicly available information as of July 2026. Several figures, including G2 review counts, TrustRadius scores, exact founding year for Demandbase, and all third-party pricing estimates, could not be independently confirmed via direct fetch and are flagged for a live check before publishing or quoting. This comparison is independent; we take no referral or affiliate fees from either vendor.
Frequently asked questions
What is the difference between RollWorks and Demandbase?
Is RollWorks the same company as AdRoll?
Is RollWorks or Demandbase better rated on G2?
How much do RollWorks and Demandbase cost?
Which tool fits a smaller B2B marketing team better?
Does either tool have well-known enterprise clients?
Sources and references
- RollWorks (AdRoll ABM), homepage redirect and product page (accessed July 2026)
- RollWorks case studies (page now 301-redirects to AdRoll's resource library post-rebrand; pre-rebrand client logos not reconfirmed on live page, verify live) (accessed July 2026)
- G2, AdRoll ABM (formerly RollWorks) reviews (accessed July 2026)
- Demandbase, homepage (accessed July 2026)
- Demandbase, case studies (SAP Concur) (accessed July 2026)
- G2, Demandbase One reviews (accessed July 2026)
Want an outside opinion before you commit?
This comparison is independent — we don't take referral fees from either agency. If you'd like a second read from a B2B SaaS specialist on which fits your stage, PipeRocket is happy to give you an honest one. No obligation.
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