RollWorks is now AdRoll ABM, an account-based advertising platform that grades accounts for fit, tracks intent and runs ads to them. Ocean uses contextual intelligence to find your next deal, with the reason on every account.
Used by teams at
RollWorksAccount-based advertising on the open web, CTV and social. A fit for marketing teams on HubSpot or Salesforce.
RollWorks is now AdRoll ABM, after its parent unified the two brands. It grades accounts for fit with a machine-learning ICP model, adds intent signals and runs the advertising.
Ranking every company in your market by fit to your own won and lost deals, with segments and the reason on each account.
Ocean is contextual intelligence for go-to-market. It reads what every company actually does from its own website, learns what good looks like from your closed-won and closed-lost deals, and ranks your whole market against it, with the reason behind each score. The ranked accounts arrive in your CRM, your rep queue or your AI agents.
What buyers weigh, grouped by the job each part does. A light blue background marks the stronger side.
| Topic | Ocean | RollWorks |
|---|---|---|
| Finding the right accounts | ||
| Lookalikes | Ocean is stronger here. Core of the product. Segments and models learned from your won and lost CRM deals. | Expands your target list with net-new accounts that resemble your ICP, using its ICP fit grade. |
| Learns your ICP from won and lost deals | Ocean is stronger here. Learned automatically from your won and lost deals. | Combines your CRM data with its own fit, intent and engagement signals to show what your best customers look like. Its ICP fit grade comes from a machine-learning model, and it adds a predictive journey signal for likely opportunities. |
| The reason behind each account | Ocean is stronger here. Segment, score, tier and matched signals on every account and every export. | Shows the grade, journey stage and events such as ad engagement, web visits and CRM actions behind a spike. It doesn’t describe a written reason an account fits. |
| Coverage beyond your own list and traffic | Ocean is stronger here. Segments your whole market and shows win rate, deal size and cycle time for each segment. | Starts from your target account list and expands it with accounts surfaced by fit and intent signals. It doesn’t describe segments with win rate, cycle and deal size. |
| Contacts and data | ||
| Contacts | Verified emails and direct phones from a waterfall across 16+ data sources. Charged only when a contact is found, and exports are free. | Finds contacts missing from your CRM accounts and discovers new ones by de-anonymizing activity. It doesn’t describe a contact database for outbound. |
| Advertising to target accounts | Doesn’t run ads. It decides which accounts deserve them. | Core strength: account-based display, social, video, connected TV and retargeting, with measurement through to closed-won. |
| Buying signals | Up-to-date signals built in-house from each company’s own teams, leaders, hiring and website. | Its own intent engine and keyword intent alongside Bombora and G2, with real-time alerts when accounts spike. |
| Workflow and pricing | ||
| CRM sync | Two-way with HubSpot, Salesforce, Pipedrive and Attio. Reads your deals to learn, then writes scores, segments and signals back. | Pushes ICP fit scores and journey signals to Salesforce and HubSpot, and creates accounts and records in your CRM from its command center. |
| AI agents and MCP | MCP server, public API and a chat agent on the same data and lookalike engine. | An MCP server for ChatGPT, Claude, Cursor, n8n and Copilot Studio that returns campaign performance, helps draft campaigns and surfaces ABM account intelligence. |
| Security and privacy | SOC 2 Type II and GDPR, per Ocean’s own site. | It lists consent management for its advertising. We couldn’t open a security page for it, so ask for its reports. |
| Pricing | Two ways to buy: a flat-rate plan with credits included, or a custom plan built around your deals and credit volume. | ABM packages are quote-only. A self-serve retargeting tier has no platform fee and you pay only for media. |
RollWorks sells through the AdRoll packages page, and ABM pricing is by quote.
RollWorks is now AdRoll ABM. The AdRoll site says logins, campaigns, audiences and reporting stayed the same. Third-party estimates of its entry price range widely and some come from its earlier packaging, so treat them as unverified and ask for a written quote.
A flat-rate plan with credits included, or a custom plan built around your deals.
Contacts are charged only when one is found. Exports are free.
See Ocean pricingRollWorks advertises to the accounts you give it and grades their fit and intent. Ocean decides which accounts belong on that list, across the whole market.
Choose RollWorks if Use both ifFive steps. Most teams keep RollWorks for advertising and add Ocean to decide who gets the ads.
Export your account list and fit grades, then run them through Ocean to see how many fit your closed-won pattern.
Find your package, contract dates and any media commitments, and whether the rebrand changed anything in your order form.
Connect HubSpot, Salesforce, Pipedrive or Attio. Ocean reads your closed-won and closed-lost deals to learn what a good account looks like.
Ocean proposes segments and scores, with the reason on each. Correct anything that doesn’t match how you sell.
Scores, segments and matched signals go back to your CRM, or into Apollo, Instantly or Lemlist sequences.
Expect a score or a label with little behind it, because explanations are the hard part; ask about one real account.
Expect rules, filters and signals you set, because a model of your own deals is not what it leads with; ask for a test on your accounts.
Expect annual terms that renew on their own, because that is how it is sold; get notice dates, price caps and export rights in writing.
Expect a trust-center link or a request form, because reports sit behind a sales step; ask for the date and scope.
Ocean is better because it tells it like it is: contextual intelligence to find your next deal, with the reason on every account.
Start using OceanThe right alternative depends on what you use RollWorks for. Here’s what each is built for and where Ocean starts.
6sense
Demandbase
Terminus
Factors.ai
Abmatic AIShort answers on what RollWorks does, what it costs, how Ocean compares and what to check before you buy.
An account-based marketing and advertising platform, now called AdRoll ABM, that grades accounts for fit, tracks intent and runs ads to target accounts, with HubSpot and Salesforce sync.
Yes. AdRoll’s parent unified the brands, and rollworks.com now mirrors AdRoll pages. Reviewers date the change to August 2025, and the vendor says logins and data stayed the same.
ABM packages are by quote, and a self-serve retargeting tier has no platform fee and charges only for media. Third-party estimates vary, and ad spend is billed separately.
It combines your CRM data with its own signals and grades accounts with a machine-learning ICP model, and can surface net-new accounts. Ocean learns from your won, lost and open deals and shows win rate, cycle and deal size by segment.
Yes: the AdRoll MCP server works with ChatGPT, Claude, Cursor, n8n and Copilot Studio for campaign performance and ABM account intelligence. Ocean has an MCP server and a public API on the same data and lookalike engine.
Salesforce and HubSpot, pushing fit scores and journey signals. Ocean has native two-way sync with HubSpot, Salesforce, Pipedrive and Attio.
It lists consent management for advertising. We couldn’t open a security page, so ask for its reports and data terms.
Ocean reads what each company does from its own website, learns from your closed-won and closed-lost deals, and returns ranked matches with the reason on each one.
Today we can more confidently say we're reaching out to all the companies that could potentially buy from us.
Josh Pudnos,
Director of Commercial Operations, Brandwatch
With Ocean.io we can focus our ad spend on the right companies.
Martin Nørgaard Klausen,
Co-Founder, Lead Motor, Zen Media
Working with a trusted partner saves a ton of engineering time and ongoing AI costs. Speed and quality are higher out of the gate.
Stefan Kollenberg,
Data Partnerships, Clay
Ocean.io reduced our average cost per Marketing Qualified Lead by 23%.
Garrett Butler,
Digital Engagement, CBC
Ocean.io expands the sea into an ocean, and Scalestack is great at fishing in this vast ocean.
Ezequiel,
Head of Product Operations, Scalestack
Ocean.io allows us to identify lookalike companies with incredible accuracy.
Maged,
Head of Product, Surfe
