Demandbase vs RollWorks (2026)
Both sell account based marketing on an advertising exchange they own, so the decision is scale and which half of the operation you need documented. Demandbase is built for the enterprise, with independent analysis placing its fit above roughly one hundred and fifty million dollars in recurring revenue and noting that it assumes a dedicated operations team. It documents its AI and its exit in plain numbers: customer data trains models only for that customer's own account, never a generative model and never a third party's, agents can be switched off at the account level, and data is deleted within thirty days of a written request after termination. RollWorks is sold to lean teams on results inside thirty days, and it documents the advertising itself. Every ad, landing page and advertiser site is reviewed before it runs, health and religion categories are refused outright, invalid traffic is screened by a named outside fraud and viewability provider, and a targeted person gets illustrated instructions for finding the identifier that makes an opt out work. Demandbase names its auditor and scope for two certifications, while RollWorks keeps its security material behind a portal. Neither prints a price, and at both the media is billed on top.
- Your legal team will ask how customer data trains models. Demandbase states that customer data trains and fine tunes models only for that customer's own account, that it trains no large language or generative model on customer data, and that proprietary data never trains the third party models it reaches through a named hosting environment, with agent chat history purged after twenty eight days.
- You need an exit you can hold the vendor to. Demandbase commits to retain customer data no more than thirteen months after termination and to delete it within thirty days of a written request, repeats both figures on two separately maintained pages, and names its master subscription agreement on its trust site.
- Your stack runs on more than one customer record system. Demandbase synchronizes both ways with three major customer record platforms, lets administrators switch its agents off across the whole account, and names its auditor and certification scope for its information security certificate and SOC 2 Type II report.
- You run a lean team and want results inside a quarter. RollWorks is positioned for lean teams and sold on results inside thirty days, with four packages scaling from one to eight target account lists and execution services from a periodic review to six hours a month, plus a no fee retargeting entry billed on media.
- Brand safety and invalid traffic are your worry. RollWorks screens invalid clicks and impressions with a staffed trust and safety team, continuously updated block lists and a named outside fraud and viewability provider, is registered with the industry accountability program for advertising supply chains, and reviews every advertisement, destination and landing page before it runs.
- You want the people you target to have a working way out. RollWorks publishes a standing opt out from personalized advertising, the United States privacy choices mark, a named data protection officer and illustrated steps for finding your own advertising identifier in three browsers, and refuses targeting anyone sixteen or younger under the code it operates by.
This comparison is published by GTM Tech Index, an independent research platform that compares go to market software vendors objectively. Demandbase and RollWorks are each graded against the same capability taxonomy, from each vendor's own public materials, under the GTM Tech Index verification standard. No vendor pays for placement, and no vendor has reviewed this page. How this evidence is graded
Plain facts
| Demandbase | RollWorks | |
|---|---|---|
| Primary category | Marketing Automation & ABM | Marketing Automation & ABM |
| Founded | 2006 | 2018 |
| Headquarters | San Francisco, California, United States | San Francisco, California, United States |
| Website | www.demandbase.com | www.adroll.com/account-based-marketing-platform |
Side by Side
| Axis | D Demandbase |
R RollWorks |
|---|---|---|
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AI Capability
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| AI Centrality | ||
| Autonomy and Oversight Model | ||
| AI Disclosure and Model Transparency | ||
| Operational and Outcome Evidence | ||
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Compliance and Risk
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| Outreach Compliance Posture | ||
| Data Privacy Posture | ||
| Data Licensing and Provenance | ||
| Platform Terms Exposure | ||
| AI Safety and Data Stewardship | ||
| Recipient Disclosure and Authenticity | ||
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Integration and Deployment
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| Ecosystem and Integration Depth | ||
| Deployment Model and Data Residency | ||
| Security Certifications and Trust Center | ||
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Commercial and Operational
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| Commercial Transparency | ||
| Exit and Data Portability | ||
| Deliverability and Sending Discipline | ||
| Segment and Market Coverage | ||
The short version of each
Demandbase
Demandbase is a San Francisco account based marketing platform founded in 2006, combining account identification, intent scoring, buying group detection, an owned advertising exchange reaching programmatic, social and connected television inventory, orchestration into downstream systems and an agent layer, with technographic and contact data folded in through acquisitions. The GTM Tech Index grades it B on nine axes and A on none. Stewardship takes B for a plain training boundary: customer data trains models only for that customer's account, never generative models and never third party ones. Exit takes B for retention stated as numbers, thirteen months after termination and deletion within thirty days of a written request. It takes B on autonomy for an account level switch over its agents, on model transparency for naming its model hosting environment and architecture, and on security for an information security certificate and a SOC 2 Type II report with the auditor and scope named. It grades D on commercial transparency, explaining its platform fee and per user fee without a figure, and C on data licensing and recipient disclosure.
Source: GTM Tech Index, 2026
RollWorks
RollWorks is an account based marketing product built in 2018 on an advertising network founded in 2006, combining target account lists, fit scoring, website visitor identification, journey stage prediction, a bidding engine it says makes more than 2.5 trillion predictions a day, automatic sales alerts and assistant agents. The GTM Tech Index grades it B on six axes and A on none. Outreach compliance takes B because every advertisement, landing page and advertiser site is reviewed before it runs, and health condition and religious affiliation targeting is refused. Deliverability takes B for invalid traffic screening by a staffed team, block lists and a named outside fraud and viewability provider. Recipient disclosure takes B for a standing opt out and illustrated instructions for finding your own advertising identifier. It grades D on commercial transparency, publishing a full four package matrix with no price, and C on security, stewardship and exit, with its security material held behind a portal.
Source: GTM Tech Index, 2026
Common questions
Is Demandbase better than RollWorks?
For an enterprise with an operations team and a security review, Demandbase publishes more, with nine B grades in the GTM Tech Index including stewardship, security and exit. RollWorks publishes more about the advertising itself, grading B on outreach compliance, deliverability and recipient disclosure, and is positioned for lean teams. Neither holds an A, and both grade D on commercial transparency.
How much do Demandbase and RollWorks cost?
Neither prints a price, and both bill media on top. Demandbase explains its model as a platform fee plus a flat fee per user, with advertising and standalone data products available, and third party procurement figures run from roughly eighteen thousand dollars through a median near sixty five thousand to well past two hundred thousand for advertising heavy deployments. RollWorks publishes a four package comparison with no price on any column, and a figure of nine hundred and seventy five dollars a month appears only in its 2020 announcement. Graded by GTM Tech Index against seventeen capability axes from each vendor's own published materials, verified September 27, 2026. No vendor pays for placement.
Does Demandbase or RollWorks use customer data to train AI?
Demandbase states that customer data trains and fine tunes models only for that customer's own account, that it does not train large language or generative models on customer data, and that proprietary data never trains the third party models it reaches through its named hosting environment. The statement sits on a marketing page rather than in a published agreement. RollWorks publishes no position on what trains its bidding, insight or agent systems, which is why the GTM Tech Index grades it C on stewardship.
Is RollWorks better for smaller teams than Demandbase?
RollWorks positions itself for lean teams and sells on results inside thirty days, sizing its packages by the number of target account lists rather than by company size, and states no revenue band, region or minimum media budget. Independent analysis places Demandbase above roughly one hundred and fifty million dollars in recurring revenue and reports that its pricing and complexity put it out of reach for most smaller teams. Graded by GTM Tech Index against seventeen capability axes from each vendor's own published materials, verified September 27, 2026. No vendor pays for placement.
How does the GTM Tech Index grade Demandbase and RollWorks?
Both are graded on the same seventeen capability and compliance axes from public sources, at a documented depth of sixteen each, and neither holds an A. Demandbase takes B on nine axes, C on seven and D on commercial transparency. RollWorks takes B on six axes, C on ten and D on commercial transparency. The index publishes no composite score and declares no winner.
Related comparisons
Other published head to head assessments involving these vendors or their closest peers. The full set for this category is on the Intent & Signals page.
The shared silence is the person behind the company. Both resolve anonymous website visitors to their employers and push those accounts to sales, and neither describes what notice reaches the individual whose visit was identified, or how that person would learn it happened in order to use the opt out routes both publish. The second shared silence is the identifier both exchanges run on.
Each owns its advertising infrastructure, each depends on third party browser identifiers whose future is decided by browser and operating system vendors, and neither publishes a position on what happens to identification or targeting as those identifiers are restricted. Both also bill media outside the subscription.
Independent analysis reports Demandbase media on its own exchange running above standard programmatic rates, and RollWorks' pricing page criticizes competitors for charging extra while withholding its own single price, with a figure of nine hundred and seventy five dollars a month appearing only in its 2020 announcement. RollWorks' page on its data asset also gives 2.8 billion profiles in one panel and 2.6 billion identities further down. The benign reading is pages of different vintages left live. Ask both in writing for the platform price, the media margin and the identifier plan.