RollWorks: Account-Based Marketing

Written by: 
Molly Niemczyk

RollWorks is a tool powered by data and machine-based learning, and is made to help accelerate revenue growth using Account-Based Marketing (ABM). The idea is to help B2B marketing and sales teams identify and focus on the accounts that are most likely to be interested in their services.


Why It Matters

According to RollWorks, traditional strategies focus too much on looking for demand and increasing volume of activity, rather than authenticity and precision. This risks spending a lot of money on targets that aren’t likely to convert, rather than trying to drive more engagement with the accounts that might actually be interested.

RollWorks is a potential solution that’s easy to implement and built to make complex business challenges as simple as possible. It optimizes users’ approach to finding interested accounts, which ultimately leads to a more engaged audience, more revenue, and more satisfied customers.


How It Works

RollWorks is made to help “B2B marketing and sales teams of all sizes”. With the help of a wide variety of advertising, CRM, marketing, and website analytics integrations, RollWorks assists businesses in identifying their target audience, engaging them with effective marketing, and measuring performance.


Identification - Find Your Audience

Using both existing account data and a database of over 18 million companies and 320 million contacts, RollWorks makes it easy to build users’ ideal customer profiles (ICP). This, in turn, helps users discover “high-fit accounts” and key buyers that fit this profile.

Users can create a target account list (TAL) that is further segmented into audiences based on “firmographic, technographic, and fit-grade attributes.” Plus, with RollWorks’s predictive model, users can score their TAL and discover new accounts that are a good fit for their business goals, or determine whether their current sales and marketing programs are attracting accounts that match their ICP.


Engagement - Use Your Voice Effectively

Once the target accounts have been identified, users can begin engaging with their TAL using relevant, targeted ads. RollWorks also provides retargeting capabilities, allowing users to target visitors who have not yet converted.

Marketing efforts can be personalized in a number of ways. RollWorks can be integrated with personalization platforms, which lets users create individualized landing pages for customers. Or, with other integrations, users can send gifts and rewards to their target accounts with ease. Other possibilities include marketing emails and sales automation.


Measurement - Know Your Impact

It’s important to know what is and isn’t working, which is why RollWorks allows users to measure the effectiveness of their ABM programs using intuitive dashboards that cover everything from account engagement to influenced revenue.

Users can look at overall performance, as well as the effectiveness of specific ads. Discover where accounts are in the buying journey, or measure the success of cross-channel programs.

If you want to analyze site traffic, Google Analytics data syncs easily with RollWorks, so that users can better identify patterns of web traffic and pages visited on their site.



Are you interested in account-based marketing for your B2B business? Relevance Advisors is a RollWorks partner. Reach out today and learn more about how we can help you use RollWorks and other tools to succeed.

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