How to Integrate RollWorks with Your Headless CMS

What is RollWorks?

RollWorks is an account-based marketing platform from NextRoll that helps B2B teams identify target accounts, run digital advertising, measure engagement, and route account signals into sales and marketing workflows. Teams use it to build account lists, serve ads to buying committees, track website activity, and connect engagement data with systems like Salesforce, HubSpot, Marketo, and Google Analytics. Its core value is connecting account targeting with paid media and website behavior, especially for mid-market and enterprise B2B marketing teams.

Why integrate RollWorks with a headless CMS?

RollWorks works best when your campaign content, target account lists, UTM rules, landing page URLs, and conversion events agree with each other. That sounds simple until you have 40 industry pages, 12 gated reports, 6 webinar funnels, and different teams updating ad copy, landing pages, and CRM campaigns in different tools. A disconnected setup turns into spreadsheets, stale audience IDs, mismatched conversion names, and ads pointing to pages that changed last week.

Architecture overview

A typical Sanity and RollWorks integration starts when an editor publishes a campaign, landing page, gated asset, or webinar page in Sanity Studio. A Sanity webhook, filtered to campaign documents, sends the document ID to a Sanity Function or webhook handler. The handler uses @sanity/client and GROQ to fetch the exact campaign fields needed by RollWorks, such as title, slug, target industry, persona, funnel stage, RollWorks account list ID, conversion event name, UTM values, and referenced asset metadata. The server-side code then calls the RollWorks or NextRoll REST API with an OAuth bearer token or API key to update a segment, account-list mapping, URL rule, or conversion configuration, depending on what your RollWorks account has enabled. On the frontend, your site loads the RollWorks pixel JavaScript, renders the Sanity-powered page, and records page views or conversions against the RollWorks audience. The end user sees the right landing page or content offer after clicking a RollWorks ad, while marketing gets cleaner account engagement and conversion data.

Common use cases

Step-by-step integration

1. 1

   Set up RollWorks access

   Create or use an existing RollWorks account, install the RollWorks pixel JavaScript on your site, and request API access for the NextRoll or RollWorks endpoints your team needs. Capture your advertiser or advertisable ID, account list IDs, conversion event names, and API credentials. API write access can be plan-gated, so confirm the exact segment, account-list, or conversion endpoints available in your workspace.

2. 2

   Model campaign data in Sanity Studio

   Create schemas for campaign pages, gated assets, personas, industries, and RollWorks settings. Add fields such as rollworks.accountListId, rollworks.segmentId, rollworks.conversionName, funnelStage, utmCampaign, slug, CTA label, and referenced asset. Use validation rules so editors can’t publish a RollWorks campaign without the IDs your sync expects.

3. 3

   Create the publish trigger

   Add a Sanity webhook or Function that runs on campaign publish or update. Use a GROQ filter like _type == 'campaign' && defined(rollworks.accountListId) so routine content edits don’t call RollWorks unnecessarily.

4. 4

   Fetch only the fields RollWorks needs

   In the handler, use @sanity/client and a GROQ projection to read the campaign title, URL, RollWorks IDs, UTM values, funnel stage, persona, industry, and asset metadata. Keep the payload small. RollWorks doesn’t need draft body copy or editor-only notes.

5. 5

   Call the RollWorks or NextRoll API

   From server-side code, call the RollWorks or NextRoll REST API with your token to create or update the matching audience, URL rule, account-list mapping, or conversion setup. Handle 401 responses as credential issues, 429 responses with retries, and 4xx validation errors by writing a clear error back to your logs or Sanity document status field.

6. 6

   Test the frontend and reporting loop

   Publish a staging campaign, confirm the webhook fired, inspect the RollWorks API response, and load the landing page with the RollWorks pixel active. Check browser network requests to RollWorks domains, verify the campaign URL and UTM values, and allow for RollWorks reporting latency before judging the dashboard numbers.

How Sanity + RollWorks works

CMS approaches to RollWorks

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