It’s been helpful for lead, contact, and data management. The UI is also useful for getting an overview of the buying journey. The CRM integrations do work, but they’ve been buggy and slow at times, with errors and display issues. Data refreshes have taken up to 24 hours, but our team has been able to get in touch with Support when needed. Review collected by and hosted on G2.com.

Once set-up fully it seemed stable, but integrations have returned unclear or inconsistent error messages and can take 24+ hours to resolve initially. This created confusion for our admins and users, and it delays time to value whenever we need to reconnect the CRM. Review collected by and hosted on G2.com.

I like how AdRoll ABM makes it easy to reach the right people at a more effective cost than other channels. The ability to do targeted and personalized campaigns very easily is great. It provides a practical way to stay visible over our long and complex sales cycle, which is often over two years. AdRoll ABM helps us stay top of mind with business owners and reinforces our brand long after the initial touchpoint. Review collected by and hosted on G2.com.

I feel that some workflows still seem designed for larger teams, and I would find it useful to have additional reporting on account-level engagement and a simpler setup for small lists. Review collected by and hosted on G2.com.

What I like best about AdRoll ABM (Formerly RollWorks) is how easy it is to identify and target the right accounts without spending too much time managing campaigns manually. The platform gives very clear visibility into account engagement, website activity, and campaign performance, which helps our team focus on high-intent prospects instead of running broad campaigns blindly.

From an admin perspective, the audience segmentation and account-based targeting features are really useful and practical for daily operations. We were able to align marketing and sales efforts much better after implementing it. The dashboard is clean, reporting is easy to understand, and campaign setup is straightforward even when managing multiple audiences.

What impressed me most is the consistency in retargeting and account engagement tracking. It helped improve lead quality and gave our team better confidence in identifying accounts that were actually interested. Overall, the platform has been reliable, user-friendly, and very effective for ABM-focused campaigns. Review collected by and hosted on G2.com.

There is not much to dislike overall. Initially, understanding some advanced targeting and reporting features took a little time for our team, but once we became familiar with the platform, daily campaign management became very smooth. Overall, the experience has been positive and the platform has worked reliably for our ABM activities. Review collected by and hosted on G2.com.

I like how easy it is to build and manage campaigns in one place while also being able to monitor intent, gather account insights and track performance all in one place. The tool helps us focus our marketing efforts on the accounts that matter the most in terms of their engagement and helps marketing and sales align our approach based on their intent levels. Review collected by and hosted on G2.com.

The reporting functionality is a bit out of the box and is not as custom-friendly as it could be. Sometimes even basic reports require either an internal build or the system to take the time to share it out. Offering more integrations is also something that could be improved. Review collected by and hosted on G2.com.

I like the simplicity of setting up and running campaigns with AdRoll ABM (Formerly RollWorks). It's quite easy, and it helps by reducing manual overheads. I also appreciate the ability to layer in intent data to improve targeting precision, allowing us to do more precise targeting to an account based on interest signals. These features make it valuable to us by making performance tracking at the campaign level easier. Review collected by and hosted on G2.com.

I think there is still scope to improve targeting precision. We still see some accounts getting targeted despite our account list not containing those accounts. Also, it would be great if we get more control over setting more precise audiences based on the job title of the prospect. It would also be great if AdRoll ABM had an AI to which you could give an input in plain English on what kind of campaign you want to run, target personas, etc., and it goes ahead and drafts the campaign settings by building the audience, selecting intent filters, etc. Review collected by and hosted on G2.com.

Seamless ABM + advertising integration

It doesn’t just help you identify target accounts—it actually lets you engage them through ads across channels, all in one place.

Strong Salesforce integration

The sync with Salesforce makes it practical for real B2B workflows. Sales and marketing can align on the same account lists and intent signals without messy manual work.

Intent data & account insights

You get visibility into which accounts are showing buying intent, which helps prioritize outreach instead of guessing. Review collected by and hosted on G2.com.

One downside of AdRoll ABM (formerly RollWorks) is that data accuracy and list logic dependencies can sometimes create issues, especially when heavily reliant on Salesforce integrations. If there’s any mismatch or logic error (like account segmentation), it can directly impact campaign targeting and reporting.

Additionally, reporting can feel slightly limited or delayed at times, particularly for deeper attribution or real-time insights. This can make it harder to quickly validate performance for weekly or QTD reviews. Review collected by and hosted on G2.com.

I like that AdRoll ABM integrates very nicely with existing tech stacks, allowing companies to attach it to their CRM and marketing automation software platforms to create dynamic lists. I appreciate that the segmentation gets quite granular with regard to seniority and functions. I also like that Bombera is embedded in the platform to complement other SEO and keyword strategies. The initial setup was fairly straightforward, and the ability to pivot quickly with dynamic lists helps with evolving priorities and market focus. Review collected by and hosted on G2.com.

What could be improved is attribution. Vanity metrics at the top of the funnel, like impressions and clicks, are very clearly visible in the platform, and those can be easily achieved. But attributing actions like impressions, clicks, and account progression down a buyer's journey to a purchase, particularly for B2B enterprise, is a bit aggressive. And I think that there is a little bit too much influence that the platform takes with regard to opportunity creation and won business. ABM and buyer behavior is shifting and this is a piece, but not the whole picture. I think there should have been a better conversation around cookie configuration and strategies so that there could be better reporting and connectivity between what's visible in the platform, what companies can see on their end via their own platforms so you can connect the dots. The setup around how hands-on the client needs to be was a bit messy for this particular client. Review collected by and hosted on G2.com.

What I like most is being able to see which companies are actually checking us out and what they’re looking at. I use the company tracking and page-level insights all the time especially to see if someone’s spending time on our pricing page, product pages, or case studies. That kind of detail is huge.

It’s helped my workflow a lot because I’m not just blindly reaching out anymore. If I see a target account poking around high intent pages, I’ll time my outreach around that and tailor my message to what they were clearly interested in. It makes the conversation feel way more relevant and my response rates have definitely improved.

One unexpected benefit is how helpful it’s been for messaging. Seeing which pages different types of companies spend time on has given me better insight into what’s actually resonating, and I’ve been able to adjust my outreach (and even share feedback with marketing) based on that. Review collected by and hosted on G2.com.

One thing that would make it a lot more powerful is being able to see exactly who at the company is doing the research. Right now, I can see the account-level activity, but I still have to guess who the right person is internally. That sometimes leads to outreach that misses the mark or adds an extra step of trying to find the actual decision-maker. If there were a way to tie activity to specific contacts (even probabilistically, like likely personas or roles), it would make outreach much more precise and save time.

The UX can also be a bit confusing at first. It’s not always obvious where to find certain insights or how different views connect together. Early on, that slowed me down and made it harder to consistently use the platform in my daily workflow. A more streamlined layout, clearer labeling, or even guided onboarding/tooltips for key features would make it easier to adopt and get value from faster.

Overall, the data itself is really strong, it just needs a slightly smoother user experience and more contact-level clarity to make it even more actionable. Review collected by and hosted on G2.com.

I like the deanonymization feature in AdRoll ABM (Formerly RollWorks). It's a good signal for us in marketing to know which accounts or people are displaying buying behaviors across the internet. It's even better when we can identify who is visiting our website and showing intent but not submitting our form for expression of interest. We like to retarget such leads, and AdRoll helps with this. Review collected by and hosted on G2.com.

I think deanonymization coverage could be improved. It will also be good to have person level deanonymization than just at account level. I am not sure if AdRoll ABM already provides this but since I did not see that in our package - it would be good to have retargeting capabilities, such as a chat bot on the website, event-based email, etc. to target leads as soon as they are identified to have shown a buying signal. Review collected by and hosted on G2.com.

AdRoll ABM stands out for its ability to identify and target high-value accounts with precision and engage them across multiple channels from a single platform. I particularly like the combination of account insights, intent data, and automation—it makes it much easier to prioritize the right accounts at the right time. The platform also provides a clear view of the buyer journey and helps align marketing and sales teams, which improves overall campaign efficiency and pipeline visibility. Review collected by and hosted on G2.com.

While AdRoll ABM is powerful, the platform can feel a bit complex at first—especially when setting up more advanced targeting and segmentation. It takes some time to fully understand all features and get the most out of it. Additionally, reporting customization could be more flexible, and pricing may be a consideration for smaller teams or those just starting with ABM. Review collected by and hosted on G2.com.