Demandbase vs RollWorks: A Buyer's Guide For ABM Teams

On paper, they check a lot of the same boxes—intent data, targeting, orchestration, analytics. But once you dig in, Demandbase and RollWorks feel more like cousins than clones.

Let's break down where they overlap, where they diverge, and what that means for your team. 

And while we’re not pitching Influ2 as a direct replacement for either, we will show you where we come in—especially if you care about reaching real people, not just accounts.

Let’s dive in.

If you’re evaluating ABM solutions, you’re probably more than a little overwhelmed

Before you bury your head in the sand and put the task off for another day, focus on the non-negotiables. According to Gartner’s Magic Quadrant, any ABM vendor worth its salt should allow you to: 

• Unify first- and third-party data to inform target account lists
• Capture and decode account-level intent data
• Orchestrate engagement campaigns across channels
• Measure impact and influence across campaigns, channels, and program

Okay, so you know what you’re looking for. Now, you just need to decide who does it better: Demandbase or RollWorks. 

As a child of the early 2000s (founded in 2007), Demandbase is more established than its competitors. 

But longevity isn’t everything. And “established” isn’t synonymous with “right for you.”

For one, Demandbase is tailored to mid-level and enterprise audiences. It doesn’t come cheap, but it does come with flashy features, designed with a variety of complex use cases in mind.

A decade after Demandbase helped write the ABM playbook, RollWorks hit the scene. 

It set out to rewrite that playbook and, in the intervening years, has become a popular choice for scrappy marketing teams. 

RollWorks checks every box on the list—it’s comprehensive without being overly complicated and was built for those “just starting out or scaling up.”

ABM tools attempt to be a crystal ball—although they only predict purchase intent, not the future. 

It isn’t magic. Instead, it’s a careful balance of first- and third-party data that reveals which companies are in the market and, sometimes, which companies are looking at you. 

But the accuracy of the crystal ball largely depends on the data sources feeding it.

And every ABM tool does it a little differently.

You may have already noticed: Demandbase is comprehensive (maybe even to a fault).

Comparatively, RollWorks lacks depth, but it makes up for it in strong basics and reliable foundations.

Both vendors check the box on account data and intent insights. 

But that’s not enough for most teams to act on. 

With a contact-level advertising solution like Influ2 you can get the level of precision your sales team needs. Once you’ve identified your target accounts, use Influ2 ads to create intent from the contacts that matter most. 

“Most ABM platforms only allow you to target departments or seniority levels at accounts,” explains one Influ2 user. “Influ2 enables our sales team to prioritize outreach to those who engage with our marketing ads, as opposed to taking a spray-and-pray approach.”

Tl;dr: Demandbase offers deeper proprietary data. RollWorks leans on trusted partners. Neither delivers contact-level intent (Influ2 does).

So, you’ve used data from Demandbase or RollWorks to create a list of high-quality prospects to target. 

That won’t get you anywhere unless you have a way of getting the word out. 

And that brings us to non-negotiable #3: Ad orchestration.

Demandbase’s ad capabilities are powerful but require a bit of a learning curve. You get high-impact features, but you’ll also need to budget a little extra time and support to make the most of them.

RollWorks takes a different approach: Templatized Playbooks and targeting strategies equip teams to hit the ground running. The learning curve is less steep, but it limits you to a more standard approach.

It comes down to your goals: Are you searching for a versatile tool? Or do you need to spin up a fast-twitch ABM effort tomorrow?

However you answer, know that these tools may not go far enough. 

If you’re looking to go beyond account-level targeting and reach specific buying committee members, you may struggle if using an ABM solution alone. 

That’s where Influ2 comes in: Use it as a standalone solution or combine it with either tool to create an end-to-end workflow for identifying accounts, engaging key decision makers, and driving higher conversion rates.

Tl;dr: Both vendors help you get the word out. Used alone, they struggle to influence specific decision makers. 

There’s one last box to check—and it’s an essential piece of the puzzle.

When you invest in any solution, you’ll have to be able to prove the value of the investment.

But, as every Marketing team knows too well, attribution is tricky, which makes proving impact a challenge. But the right reporting can (sometimes) make a difference.

You might be seeing a theme emerging: Demandbase offers a more versatile, full-funnel approach that meshes well with more established ABM motions.

RollWorks’ philosophy is a bit more straightforward, with actionable performance insights surfaced in a centralized dashboard. It’s comprehensive but less detailed—which may or may not be what you’re looking for. 

Some teams crave deep insights. Others are of the belief that less is more. 

Another recurring theme: There’s no best-fit answer. Both check the box. It just depends on what you need. 

Tl;dr: Demandbase offers a complete line of sight. RollWorks does as well. The difference lies in how they serve your team’s needs.

So, which is better—Demandbase or RollWorks? 

Unfortunately, there’s no clear victor. There’s just a solution that’s best for you. 

As you evaluate vendors, ask yourself a few questions:

• What problems am I trying to solve? 
• What goals am I trying to achieve?

And, one last one: 

• Will an ABM solution alone be enough?

A lot of companies are realizing the answer is no. 

Account-level targeting is powerful, but contact-level insight takes it further. At Influ2, we’re sharpening the process. Why don’t you come along? 

Discover how contact-level advertising strengthens traditional ABM in the article “Everyone Said ABM Was Solved. We Saw The Missing Piece.”