RollWorks Pricing: Plans, Costs, and What You Actually Get
RollWorks does not publish prices on its website. But based on practitioner reports, G2 reviews, and reseller conversations, the real cost lands between $12,000 and $36,000 per year for most mid-market teams, with enterprise configurations going higher. That price range sits below Terminus ($30,000+), well below Demandbase and 6sense (both $60,000 to $150,000+), and above LinkedIn Ads alone. Whether that spread is worth it depends almost entirely on how well the platform's HubSpot or Salesforce integration maps to your existing workflow.
RollWorks Pricing Tiers in 2026
RollWorks uses a tiered pricing model with four named plans: Starter, Standard, Professional, and Ultimate. None of the tier prices appear on the RollWorks website; all quotes are custom. The ranges below come from practitioner-reported contracts, G2 reviews, and reseller channel data compiled through mid-2026.
| Tier | Reported annual cost | Best for | Key inclusions |
|---|---|---|---|
| Starter | ~$12,000/year | Teams running first ABM program with under 1,000 target accounts | Account targeting, display advertising, basic HubSpot or Salesforce sync, account journey stages |
| Standard | ~$15,000 to $22,000/year | Mid-market teams with a defined ABM program and active outbound | Everything in Starter, plus intent data (Bombora-sourced), account scoring, spike alerts to sales |
| Professional | ~$25,000 to $36,000/year | Companies running multi-play ABM programs with dedicated ABM headcount | Standard features plus advanced account scoring, multi-touch attribution, LinkedIn Ads integration, personalization lite |
| Ultimate | Custom, typically $40,000+/year | Enterprise teams needing custom integrations, dedicated CSM, and SLA support | Everything above plus dedicated customer success, custom data integrations, premium support SLA |
Ad spend is not included in any tier price. The platform fee covers software access; you fund the actual LinkedIn and display campaigns separately. A team spending $12,000 per year on RollWorks will typically spend another $3,000 to $15,000+ annually in media to activate it. Total cost of ownership (platform plus media) matters more than the license fee alone.
What RollWorks Does Well for the Price
Three things justify the RollWorks price for the right buyer.
HubSpot integration quality. RollWorks and HubSpot share a parent company (NextRoll), so the integration is built tightly rather than bolted on. Account lists sync bidirectionally. Engagement data flows back into HubSpot contact and company records. ABM program status appears in HubSpot views. If your stack is HubSpot-native, RollWorks is the smoothest ABM advertising layer available at this price point. No Salesforce-centric competitor matches it here.
Display advertising reach. RollWorks inherits NextRoll's display infrastructure, which gives it access to a broad B2C and B2B publisher network. Account-targeted display ads reach buying committee members across the open web, not just on LinkedIn. For teams that have maxed out LinkedIn and want broader reach without managing a DSP themselves, RollWorks fills the gap cleanly.
Low implementation burden. The typical RollWorks implementation runs 20 to 30 days. You upload or sync an account list, connect the ad accounts, map the CRM fields, and configure journey stages. Compared to 6sense (90 to 120 days to trustworthy data) or Demandbase (90 to 180 days for full suite), RollWorks gets to value faster.
What RollWorks Does Not Do Well
Three real limitations that practitioners consistently name.
Intent data depth. The intent data in the Standard and Professional tiers is Bombora-sourced but surfaced at a high level. Teams that want topic-level granularity, custom topic taxonomy, or the ability to build intent-driven audiences in complex ways hit the ceiling quickly. Buying Bombora direct gives more control. 6sense's proprietary model is meaningfully deeper.
Sales orchestration. Journey alerts notify sales reps when accounts cross engagement thresholds, but the handoff is basic compared to what 6sense or Demandbase offer. There is no built-in sales engagement layer; you push signals to Outreach, Salesloft, or HubSpot CRM tasks and rely on those tools for actual rep workflow. Teams that want the ABM platform to serve as the sales operating system will be disappointed.
Reporting depth. The account engagement reports are clean and easy to read, which makes them good for stakeholder presentations. They lack the depth for sophisticated attribution analysis or multi-touch modeling. Analysts who want to slice engagement by topic cluster, compare program performance across plays, or build custom attribution models will need a BI layer on top.
RollWorks Pricing vs. Competitors
| Platform | Starting price (annual) | Enterprise range | Ad spend included |
|---|---|---|---|
| RollWorks | ~$12,000 | $40,000+ | No (separate) |
| Terminus | ~$30,000 | $60,000 to $100,000+ | No (separate) |
| Demandbase | ~$60,000 | $100,000 to $200,000+ | Partially (DSP spend built in) |
| 6sense | ~$60,000 | $100,000 to $150,000+ | No (separate) |
| LinkedIn Ads alone | No software fee | N/A | Yes (you fund directly) |
The gap between RollWorks and Terminus narrows when you add media. A $12,000 RollWorks Starter contract plus $1,500/month in media puts you at $30,000 annually, roughly the Terminus entry price. At that combined spend, Terminus may offer more product surface area for mid-market use cases.
Who Should Buy RollWorks
RollWorks is the right choice for three types of buyers.
HubSpot-native teams starting their first ABM program. The integration is the strongest in the category at this price point. If your stack runs on HubSpot and you want to add account-targeted display advertising without an enterprise contract, RollWorks is the clearest path.
Teams that tried LinkedIn Ads and need broader reach. LinkedIn audience targeting is precise but the publisher inventory is limited to LinkedIn properties. RollWorks extends reach to the open web through the NextRoll display network without requiring DSP expertise.
Teams running a time-limited pilot before a bigger platform decision. A 12-month RollWorks contract costs roughly the same as one month of consulting to evaluate 6sense or Demandbase. Some teams use RollWorks to build the internal case for a larger platform investment.
Who Should Not Buy RollWorks
Four situations where RollWorks is the wrong tool.
If your primary need is predictive account scoring rather than display advertising, 6sense or Demandbase are better fits. RollWorks is an advertising-led platform with intent data layered on; 6sense is an intent-and-prediction platform with advertising as one activation channel.
If your stack runs primarily on Salesforce and you do not also run HubSpot, the Salesforce integration works but lacks the depth of the HubSpot connection. Terminus and Demandbase have stronger Salesforce-native workflows.
If your target account list exceeds 5,000 accounts and you need granular per-account reporting at scale, you will hit RollWorks' reporting limitations. Enterprise ABM programs at that account volume typically require the more sophisticated reporting in 6sense or Demandbase.
If your deal sizes are below $25K ACV, the unit economics of any ABM platform struggle. At sub-$25K deals, the ad spend needed to move accounts through the buying journey frequently exceeds the marginal deal value those accounts represent. LinkedIn Ads with a manual account list may be the better fit.
RollWorks Contract and Negotiation
A few dynamics that practitioners report in contract negotiations.
The Starter tier is not always presented proactively. Some AEs lead with Standard or Professional. Asking specifically about the Starter tier often surfaces a lower-priced option that meets first-time ABM program needs adequately.
Multi-year discounts are real. A two-year contract typically saves 15 to 20 percent versus annual. If you are confident in the platform fit, locking in year two at a discount is worth considering.
The HubSpot bundle discount applies to teams that buy RollWorks through HubSpot's marketplace. The terms shift but the discount is real; worth asking your HubSpot rep before going directly to RollWorks sales.
Q4 timing has real pull. NextRoll's fiscal year aligns with the calendar year, so Q4 deal pressure creates room for creative structuring on implementation support, extended pilots, or add-on modules.
Frequently Asked Questions
How much does RollWorks cost?
RollWorks does not publish prices publicly. Based on practitioner reports and G2 data, the Starter tier runs approximately $12,000 per year, Standard between $15,000 and $22,000, Professional between $25,000 and $36,000, and the Ultimate tier at $40,000 and above. All pricing is quote-based and varies by account list size, feature modules, and negotiation. Ad spend is additional on top of the software fee.
What is included in RollWorks Starter?
RollWorks Starter includes account targeting, display advertising, basic HubSpot or Salesforce CRM sync, and account journey stage tracking. It does not include intent data, advanced account scoring, or LinkedIn Ads integration, which appear in the Standard and Professional tiers. Starter is designed for teams running their first ABM program against a list of under 1,000 target accounts.
Is RollWorks cheaper than Terminus?
The Starter tier of RollWorks ($12,000/year) is meaningfully cheaper than Terminus entry pricing (typically $30,000+). However, when you add media spend, the all-in cost gap narrows. At comparable feature levels (intent data, account scoring, sales alerts), the price difference between RollWorks Professional and Terminus Standard is smaller than the base tier comparison suggests. Compare the total cost of ownership: platform fee plus the ad spend you plan to run.
Does RollWorks include ad spend?
No. The RollWorks platform fee covers software access, not media. The display and LinkedIn Ads campaigns you run through the platform are funded separately. A team paying $12,000 per year for RollWorks and spending $1,500 per month in media has a total annual cost of approximately $30,000. Budget for both when evaluating the platform.
How does RollWorks compare to 6sense?
RollWorks is an advertising-led platform with intent data as a secondary layer. 6sense is a predictive scoring and intent platform with advertising as one activation channel. For teams whose primary ABM need is account-targeted display advertising and a clean HubSpot integration, RollWorks delivers more value per dollar. For teams that need to predict which buying stage an account is in and orchestrate sales plays based on that prediction, 6sense is the stronger tool at roughly 5 to 10 times the cost.
Can I negotiate RollWorks pricing?
Yes. The main levers are multi-year contracts (15 to 20 percent discount on year two), the HubSpot marketplace bundle (ask your HubSpot rep), and Q4 timing (NextRoll's fiscal year ends December 31, creating deal pressure). Also ask specifically about the Starter tier if AEs pitch Standard by default. Implementation support and additional data enrichment modules are often easier to negotiate than the base platform fee.