AdRoll ABM: The Account-Based Growth Engine HubSpot Users Shouldn’t Ignore
If you’ve been Googling “RollWorks” lately and thought, “Wait… did this rebrand?” — you’re not wrong.
RollWorks is now AdRoll ABM, available through AdRoll. New name, same mission: help B2B teams stop chasing low-quality leads and start building pipeline with the right accounts.
Let’s break down what AdRoll ABM actually does, who it’s for, and why its native integration with HubSpot makes it a serious weapon for pipeline-focused teams.
What Is AdRoll ABM?
AdRoll ABM is an account-based marketing platform designed for B2B companies that care more about revenue impact than form fills.
Instead of marketing to individuals and hoping sales can piece it together later, AdRoll ABM helps you:
Identify high-value target accounts
Reach the right buying committee members
Align marketing and sales around accounts, pipeline, and revenue
Think of it this way:
Traditional demand gen asks, “Who downloaded our ebook?”
ABM asks, “Which companies are actually likely to buy?”
AdRoll ABM is built for the second question.
🎥 Want the Quick Visual Breakdown?
If you prefer seeing how it works before reading the deep dive, this walkthrough does a great job explaining the mechanics of the platform.
Same concepts, new name.
Who AdRoll ABM Is For (and Who It’s Not)
AdRoll ABM shines when sales cycles are longer, deal sizes are meaningful, and multiple people are involved in buying decisions.
AdRoll ABM is a strong fit if you:
Are a B2B SaaS, services, or tech-enabled company
Sell to mid-market or enterprise accounts
Use HubSpot as your CRM
Care about pipeline quality more than raw lead volume
It’s probably not the right tool if:
You’re B2C or e-commerce
Your product is low-cost and transactional
You don’t have a defined ICP or sales process
Bottom line: if your growth depends on targeting the right accounts, AdRoll ABM makes sense.
Where AdRoll ABM Really Delivers: HubSpot Pipeline Integration
This is the part that separates AdRoll ABM from “just another ad platform.”
AdRoll ABM integrates deeply with HubSpot — not just at the contact level, but at the account and pipeline level.
Here’s what that enables 👇🏼
1. Account Targeting Based on Real CRM Data
Because AdRoll ABM pulls directly from HubSpot, you can build audiences using data that actually reflects buying intent:
Target accounts that match your best customers
Automatically exclude closed-lost deals or current customers
Prioritize accounts already moving through your funnel
No static lists. No guesswork. Just smarter targeting.
2. Ads That React to Pipeline Movement
This is where things get fun.
With HubSpot lifecycle and deal data connected, AdRoll ABM allows you to:
Increase ad spend when an account enters pipeline
Change messaging based on deal stage
Pause ads when deals close (or stall out)
Marketing doesn’t just create pipeline — it actively supports open opportunities.
That’s pipeline acceleration, not lead gen theater.
3. Reporting Sales Actually Believes
Instead of celebrating impressions and clicks, AdRoll ABM ties performance back to:
Accounts in pipeline
Influenced opportunities
Revenue won
When sales asks, “Did marketing actually help this deal?” — you have receipts.
Bridging the Marketing–Sales Gap (From the AdRoll ABM Team)
If “alignment” is a word your company uses a lot but struggles to live by, this is worth a watch.
In this CXO Conversations episode, the AdRoll ABM CMO explains how account-based strategies connect marketing activity directly to sales outcomes — fewer fights over lead quality, more closed-won deals.
This is exactly why AdRoll ABM + HubSpot works so well: both teams are finally looking at the same accounts, the same stages, and the same revenue goals.
Why AdRoll ABM Matters Right Now
B2B buying committees are bigger. Sales cycles are longer. And third-party cookies are fading fast.
AdRoll ABM gives you a first-party, account-based growth strategy that still works when buyers are anonymous, researching quietly, and avoiding generic lead forms.
You don’t need more leads.
You need more right-fit accounts moving forward together.
The Ritner Digital POV
At Ritner Digital, we see AdRoll ABM succeed when it’s:
Properly aligned with your ICP
Fully integrated with HubSpot
Used as a pipeline acceleration tool, not just an ad channel
When implemented correctly, AdRoll ABM doesn’t replace demand gen — it levels it up.
And yes, sales notices the difference.
Ready to Use AdRoll ABM the Right Way?
If you’re evaluating AdRoll ABM — or already using HubSpot and want to turn pipeline data into real revenue impact — Ritner Digital can help.
We specialize in:
HubSpot-first ABM strategy
AdRoll ABM implementation & optimization
Real marketing + sales alignment
👉🏼 Reach out to Ritner Digital to see if AdRoll ABM is the right fit for your growth goals — and how to make it work inside your HubSpot ecosystem.
Better accounts. Stronger pipeline.
FAQs
What is AdRoll ABM?
AdRoll ABM is an account-based marketing platform (formerly RollWorks) designed to help B2B companies target, engage, and convert high-value accounts instead of chasing individual leads. It focuses on accounts, buying committees, pipeline, and revenue — not just clicks and form fills.
Is AdRoll ABM the same thing as RollWorks?
Yes. RollWorks has been rebranded as AdRoll ABM and is now available through AdRoll. The core functionality, ABM approach, and HubSpot integrations remain the same — just under a new name and broader AdRoll ecosystem.
Who should use AdRoll ABM?
AdRoll ABM is best for:
B2B SaaS, services, and tech-enabled companies
Mid-market and enterprise sales motions
Teams with longer sales cycles and multiple decision-makers
Companies focused on pipeline quality and revenue impact
If your sales team works named accounts, AdRoll ABM is built for you.
Does AdRoll ABM integrate with HubSpot?
Yes — and this is one of its biggest strengths. AdRoll ABM integrates natively with HubSpot, pulling in account, lifecycle, and deal data to power targeting, automation, and reporting.
What does the HubSpot integration actually do?
The HubSpot integration allows you to:
Build target account lists based on CRM data
Adjust ad messaging and spend by lifecycle stage
Support open deals with targeted ads
Report on influenced pipeline and revenue
In short: marketing activity finally aligns with sales reality.
Is AdRoll ABM just for advertising?
No — and that’s a common misconception. While ads are a major component, AdRoll ABM is really about account orchestration. It helps marketing and sales coordinate around the same accounts, stages, and goals using shared data.
How is AdRoll ABM different from traditional lead generation?
Traditional lead gen focuses on individuals and volume.
AdRoll ABM focuses on:
Companies, not just contacts
Buying groups, not solo leads
Pipeline acceleration, not MQL counts
It’s designed for revenue teams, not just marketing dashboards.
How long does it take to see results with AdRoll ABM?
Most teams start seeing meaningful engagement signals within the first 30–60 days. Pipeline influence and revenue impact typically follow once targeting, messaging, and HubSpot alignment are fully dialed in.
Like most ABM strategies, results improve significantly when the platform is implemented correctly.
Do we need sales involved to use AdRoll ABM?
Yes — and that’s a good thing. AdRoll ABM works best when marketing and sales agree on:
Ideal customer profile (ICP)
Target account lists
Pipeline stages and success metrics
The platform is built to support sales, not work around them.
Can Ritner Digital help with AdRoll ABM?
Absolutely. Ritner Digital helps B2B teams:
Decide if AdRoll ABM is the right fit
Implement and integrate it with HubSpot
Align ABM strategy with real pipeline goals
If you want AdRoll ABM to drive revenue — not just impressions — working with an experienced HubSpot-first partner makes all the difference.
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