Migrate your RollWorks Account-Based Platform data
Account-based marketing platform built around CRM-synced Account Lists, multi-channel advertising, and intent-driven orchestration for mid-market B2B revenue teams.
In its favor
Why people choose RollWorks Account-Based Platform
The signal that keeps RollWorks Account-Based Platform on the shortlist. Sourced from G2, Capterra, and customer scoping calls.
Customers choose RollWorks for its tight bi-directional Salesforce and HubSpot integration, making ABM data part of the existing sales workflow rather than a separate dashboard.
The platform's Account Spike data science model surfaces which target accounts are showing intent signals, giving SDRs a prioritized outreach list without additional tooling.
RollWorks combines advertising (display, LinkedIn, Facebook, Instagram) with account identification and CRM workflows under a single vendor, reducing multi-tool coordination overhead.
Entry-level pricing at $975/month with self-service Account-Based Retargeting gives smaller mid-market teams a path into ABM without a six-figure commitment.
G2 buyer intent integration adds a third-party signal layer directly into the account scoring model, enriching the native intent data.
Filter selection and segmenting abilities are repeatedly cited as limited, with 45 G2 mentions flagging the constraint — teams needing granular audience builds outgrow the platform's segmentation.
RollWorks rebranded to AdRoll ABM, merging the ABM product into the broader AdRoll advertising brand, which creates confusion for teams that selected RollWorks specifically for its standalone ABM positioning.
Pricing opacity and the sales-driven quote process push teams toward competitors with published pricing or self-service tiers, especially at the lower end of mid-market.
Visitor identification stays at the company level, not person level — teams needing individual contact attribution for ad targeting must layer in a separate contact-level tool.
Advanced ABM capabilities in competing platforms (6sense predictive buying stages, Demandbase account-based web personalization) outpace RollWorks for enterprise-tier requirements.
Reasons to switch
Why people leave RollWorks Account-Based Platform
The recurring reasons buyers give for replacing RollWorks Account-Based Platform. Presented as facts, not knocks.
Platform scorecard
Strengths, weaknesses, and where RollWorks Account-Based Platform fits
Grades across six dimensions, plus a SWOT-style view of where the platform shines and where it falls short.
SWOT — strengths, weaknesses, and use-case fit
Strengths
Weaknesses
Where it works
Where it struggles
Pricing tiers
RollWorks Account-Based Platform pricing overview
RollWorks uses opaque pricing that requires a sales-driven quote. Entry-level self-service retargeting carries no platform fee — you pay only media spend. Full ABM platform pricing starts around $975/month and scales with account volume and advertising spend, with enterprise deployments commonly exceeding $50K annually. No public pricing page exists; volume discounts are negotiated directly.
Account-Based Advertising
Tier 1 of 3
Contact sales (~$975/month starting)
What's included
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Book a free 30 minute consultationPricing is informational. FlitStack AI does not bill on RollWorks Account-Based Platform's schedule — see our quote-based pricing →
What gets migrated
RollWorks Account-Based Platform object support
Object-by-object support for RollWorks Account-Based Platform migrations. Per-pair details surface during scoping.
Account Lists
Fully supportedAccount Lists are the primary organizing object in RollWorks. They can be built from CRM fields, imported via CSV, or generated by the platform's ICP matching engine. We extract full Account List membership including list membership timestamps.
Account Groups
Fully supportedAccount Groups are collections of Account Lists used to segment campaigns and reporting. We preserve group membership and hierarchy during migration, mapping them to equivalent folders or segments in the destination ABM platform.
Journey Stages
Mapping requiredJourney Stages are derived from CRM field values ingested through the Salesforce or HubSpot integration. Custom field mapping is required since the platform only reads from standard Salesforce objects. We map stage definitions and historical progression data.
Workflows
Mapping requiredWorkflows consist of Triggers and Actions defined within the AdRoll ABM platform. They automate CRM updates, email campaigns via HubSpot/Marketo, and Hot Contact alerts. Workflow definitions can be extracted via API; we reconstruct the logic in the destination MAP or CRM automation tool.
Journey Events
Mapping requiredJourney Events aggregate activity from Marketo, G2, and advertising engagement, associating them with Salesforce Contacts linked to Accounts. Lead object activity cannot be associated to Accounts — we flag this gap and do not attempt to map orphaned Lead events.
Salesforce Custom Object (AdRoll Aggregated Account Data)
Mapping requiredRollWorks writes aggregated engagement metrics back to a custom Salesforce object. The field schema is documented in the platform's help center. We map these metrics to equivalent custom fields in the destination CRM, preserving field names where possible.
Contacts / Hot Contacts
Mapping requiredContacts are managed in the connected CRM, not in RollWorks directly. Hot Contacts (deanonymized web visitors) are pushed to CRM as leads or contacts via workflow actions. We migrate the contact assignment logic and workflow triggers.
Advertising Campaigns
Mapping requiredCampaign structure (campaign names, ad sets, creative) lives in RollWorks' advertising layer. We do not migrate live ad creative assets but we extract campaign configuration, audience targeting rules, and historical performance metrics for reconstruction.
Sales Insights / Account Spike Signals
Mapping requiredSales Insights surfaces accounts spiking with engagement and predicts x2 likelihood of becoming opportunities. These scores are written to the Salesforce or HubSpot widget. We map the signal fields and score history to equivalent scoring fields in the destination CRM.
Audience Segments
Mapping requiredAudiences are built from RollWorks' own data and CRM field combinations. Filter capabilities are limited compared to pure data platforms — we document the segmentation rules used and help reconstruct equivalent audiences in the new platform.
| Object | Support | Notes |
|---|---|---|
| Account Lists | Fully supported | Account Lists are the primary organizing object in RollWorks. They can be built from CRM fields, imported via CSV, or generated by the platform's ICP matching engine. We extract full Account List membership including list membership timestamps. |
| Account Groups | Fully supported | Account Groups are collections of Account Lists used to segment campaigns and reporting. We preserve group membership and hierarchy during migration, mapping them to equivalent folders or segments in the destination ABM platform. |
| Journey Stages | Mapping required | Journey Stages are derived from CRM field values ingested through the Salesforce or HubSpot integration. Custom field mapping is required since the platform only reads from standard Salesforce objects. We map stage definitions and historical progression data. |
| Workflows | Mapping required | Workflows consist of Triggers and Actions defined within the AdRoll ABM platform. They automate CRM updates, email campaigns via HubSpot/Marketo, and Hot Contact alerts. Workflow definitions can be extracted via API; we reconstruct the logic in the destination MAP or CRM automation tool. |
| Journey Events | Mapping required | Journey Events aggregate activity from Marketo, G2, and advertising engagement, associating them with Salesforce Contacts linked to Accounts. Lead object activity cannot be associated to Accounts — we flag this gap and do not attempt to map orphaned Lead events. |
| Salesforce Custom Object (AdRoll Aggregated Account Data) | Mapping required | RollWorks writes aggregated engagement metrics back to a custom Salesforce object. The field schema is documented in the platform's help center. We map these metrics to equivalent custom fields in the destination CRM, preserving field names where possible. |
| Contacts / Hot Contacts | Mapping required | Contacts are managed in the connected CRM, not in RollWorks directly. Hot Contacts (deanonymized web visitors) are pushed to CRM as leads or contacts via workflow actions. We migrate the contact assignment logic and workflow triggers. |
| Advertising Campaigns | Mapping required | Campaign structure (campaign names, ad sets, creative) lives in RollWorks' advertising layer. We do not migrate live ad creative assets but we extract campaign configuration, audience targeting rules, and historical performance metrics for reconstruction. |
| Sales Insights / Account Spike Signals | Mapping required | Sales Insights surfaces accounts spiking with engagement and predicts x2 likelihood of becoming opportunities. These scores are written to the Salesforce or HubSpot widget. We map the signal fields and score history to equivalent scoring fields in the destination CRM. |
| Audience Segments | Mapping required | Audiences are built from RollWorks' own data and CRM field combinations. Filter capabilities are limited compared to pure data platforms — we document the segmentation rules used and help reconstruct equivalent audiences in the new platform. |
Gotchas
What to watch for in RollWorks Account-Based Platform migrations
Issues we've hit on past RollWorks Account-Based Platform migrations, tagged by severity. FlitStack AI handles every one — surfacing them up front because buyer engineering teams want to know.
CRM sync limited to standard Salesforce objects
Lead-to-Account association is not supported
Workflow definitions live outside the CRM
Ad serving costs use dynamic CPM, not CPC or CPA
| Severity | Issue |
|---|---|
| High | CRM sync limited to standard Salesforce objects |
| Medium | Lead-to-Account association is not supported |
| Medium | Workflow definitions live outside the CRM |
| Low | Ad serving costs use dynamic CPM, not CPC or CPA |
Leaving RollWorks Account-Based Platform?
Where RollWorks Account-Based Platform customers move next
12 destinations RollWorks Account-Based Platform can migrate to.
How a RollWorks Account-Based Platform migration works
Four steps, RollWorks Account-Based Platform-specific
Connect
API key (NextRoll API) into RollWorks Account-Based Platform. Scopes limited to read-only on the data we move.
Map
We translate RollWorks Account-Based Platform-specific structures (custom fields, objects, value lists) to the destination's model.
Sample
Test with a 50–200 record subset to validate RollWorks Account-Based Platform quirks before production.
Migrate
Full migration with RollWorks Account-Based Platform rate-limit handling. Rollback available throughout.
FAQ
RollWorks Account-Based Platform migration FAQ
Answers to the questions buyers ask most during RollWorks Account-Based Platform migration scoping. Not seeing yours? Book a call.
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Free scoping call with a migration engineer. Tell us about your RollWorks Account-Based Platform setup and destination — written quote back within a business day.