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AdRoll announces new platform aimed at B2B market | B2B Marketing

AdRoll has announced a new corporate structure, unveiling a new division – RollWorks – to help B2B marketers find and engage the right people within targeted accounts.

As part of the new structure, RollWorks is designed to address the limitations of consumer-focused advertising and marketing solutions. The new platform will help B2B marketers identify the most relevant ways to connect to businesses and drive growth, the company said. AdRoll Inc. will now operate as AdRoll Group and will oversee the two business units.

RollWorks will integrate with CRM and marketing automation systems, including Salesforce, Marketo and HubSpot, giving marketers visibility into the entire buyer journey, allowing them to target and engage prospects. Marketers will also have direct access to data, dashboards and full-funnel metrics within their CRM or marketing automation system. The platform is currently available for US customers.

Toby Gabriner, CEO of AdRoll Group, said: “We have an incredible performance advantage taking our proprietary data and algorithms to B2B customers. Whether running broad-based marketing campaigns or highly-targeted ABM programs, B2B marketers now have the tools they need to automate and constantly improve their results.”

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