Onboarding: Strategy Setup

After you complete the Technical setup of the RollWorks platform your next step is to prepare your ABM strategy


After you are done with all the steps in this guide, don't forget to:


1. Upload your Ideal Customer Profile model

The first step in engaging your potential buyers is to identify or validate your Ideal Customer Profile (ICP). Defining a strong ICP is fundamental in understanding what companies and their types should be added to your Account List.

Your task Feature unlocked Instructions

☑️ Upload a list of your best customers to RollWorks as our ICP Model.

Your ICP model is used to score all the accounts in our database from A to F based on how closely they resemble your ICP. Follow this guide to learn more about the use of ICP.


2. Select your Intent Keywords

Intent are dynamic signals that surface insights into which topics of interest are being researched and consumed online by users at a company. We offer you multiple Intent sources through RollWorks and recommend you set them up as soon as possible:

Learn intent fundamentals in this guide that includes quick videos.

Your task Feature unlocked Instructions

☑️ Add Intent Keywords to RollWorks.

Discover unknown in market accounts that are surging with intent signals:
  • Interested in your competitors
  • Interested in your product category

Read this guide to configure your Intent Keywords. We suggest adding your competitor names and your company SEO terms to start.

Read this guide to configure your Bombora Intent Topics. ⚠️ Warning: You can only configure Bombora intent after creating your first account list in Step 5.


3. Create a 'Sales Ready' Journey Stage

Journey Stages is a RollWorks feature that allows you to track the progression of the accounts in your Account Lists along their buying journey to justify your investment. You can then use the accounts within a specific Journey Stage as your audience for your RollWorks advertising campaigns and playbooks to drive pipeline progression.

Your task Feature unlocked Instructions

☑️ Create a 'Sales Ready' Journey Stage.

Tracking Accounts that are ready to be sent to sales.

Use this Journey Stage to create reports in your CRM for your Sales team.

Target accounts in 'Sales Ready' stage with advertising.

Edit the default Journey Stage called 'Aware' and customize it so that it tracks Accounts that are ready to be sent to Sales based on your own criteria.

Follow the steps in this guide to learn how to.


4. Configure General Exclusions

We strongly recommend that you tell us who are your existing competitors, customers, and coworkers so that you can decide when to exclude them from specific Account Lists and advertising Playbooks/Campaigns.

Your task Feature unlocked Instructions

☑️ Add your competitor, customers, and coworkers lists as exclusions.

Exclude them from your account lists, advertising campaigns, and playbooks so that you don’t waste any budget on them.
Follow the steps in this guide to learn how to set the exclusions.


5. Create your first Account List

A Target Account is an organization that you have identified as a potential fit for your product and services based on your own specific criteria. With an ABM strategy, you will focus your Marketing and Sales resources to engage a specific set of accounts, which is called an Account List. You can segment your Account Lists into smaller Account Groups with a specific targeting strategy in mind.

When creating Account Lists and Groups you can combine these building blocks:

  • Intent signals: accounts showing interest in your product category or competitors.
  • Fit: A to F grade that scores how closely the account resembles your ICP.
  • Engagement signals: how the account is engaging with your website/ads.
  • Your own CRM data: using your own CRM fields.
  • RollWorks account database: using firmographic and technographic filters.

Our recommendation to get you started:

  • If you are focused on driving net new top-of-funnel website traffic, use ICP Fit Grade and Intent signals to target unaware and engaged accounts. You can expand from there based on your available budget.
  • If you are focused on driving form-fills, create an Account Group based on the ‘Sales Ready’ journey stage.
Your task Feature unlocked Instructions

☑️ Create your first Account List via CRM fields that identify your Sales Team's target accounts or discovered accounts based on Intent signals and ICP Fit.

☑️ Create an Account Group based on Intent signals and ICP Fit Grade.

☑️ Create an Account Group based on 'Sales Ready' journey stage.

Target the accounts in your Account Lists with an Account Targeting Playbook.

Understand the progression of your accounts with Journey Stages.

Target the accounts in your account lists with LinkedIn ads.

Read this guide to learn what are the foundational building blocks of a best-in-class Target Account List.

Read this guide to learn how to use the Account List builder in the platform.


6. Prepare your ad creatives

Now that you know who is your ICP and which accounts are in your first Account List, you know what stages, topics, and verticals to target with advertising. Align the creation of your creative that will be used for your Campaigns and Playbooks.

Your task Feature unlocked Instructions

☑️ Have 2 to 3 sets of ads ready to go, one for each customer stage: Unaware, Aware, Engaged.

Use these creatives in your advertising Playbooks and Campaigns.


Read this guide to learn best practices to create content customized to the different stages in your customer journey.

Click here to learn which ad formats we support. We suggest you start with Image Web ads, Native adsHTML5 ads, and Video ads.


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