After completing your onboarding technical setup your next step is to prepare your ABM strategy completing all the steps in the checklist below.
1. Dynamically sync your Target Accounts from your CRM
A target account is an organization that you have identified as a potential fit for your product and services based on your own unique criteria. With an ABM strategy, you will focus your marketing and sales resources to engage a specific set of target accounts, which is called an Account List.
Once RollWorks is integrated with your CRM, you can create Account Lists and Groups based on your own HubSpot and Salesforce field values. You can customize your Account List filter criteria using Marketo, G2, and a variety of data sources provided by RollWorks such as Company Attributes, Website Activity, Bombora Intent, Keyword Intent, ICP Fit Grade, Journey Stages, etc.
If you are not ready to use your CRM fields to define your Account List logic, you can upload a CSV file of company domains.
| Your tasks | Features unlocked | Instructions |
|---|---|---|
| ☑️ Create your first Account List using your own CRM fields. Use a filter logic based on how your sales team identifies the target accounts they are focussing on. |
• See Account progression under Journey Stages. • Segment your Account List into smaller Account Groups. |
• Read this guide to learn how to use the Account List builder in the platform. |
2. Create and Validate your Ideal Customer Profile
A key step in engaging the buyers that are most likely to become your best customers is to define your Ideal Customer Profile (ICP). Validating your ICP is fundamental to deciding what companies should be added to your Account List.
An ICP is a set of attributes — firmographic, technographic, and behavioral — of a company that’s ideal for your product or service. Defining your ICP is one of the main building blocks of ABM success.
| Your tasks | Features unlocked | Instructions |
|---|---|---|
| ☑️ Upload or sync from CRM a list of your best customers to RollWorks as our ICP model. |
• Your ICP model is used to score all accounts in the RollWorks database with a Fit Grade from A to F based on how closely they resemble your ICP. • Segment out your Target Account list by ICP Fit Grade (A & B scores) |
• Follow this guide to upload your ICP model data to RollWorks using a list of your best customers. |
Your ICP model must have a minimum of 200 accounts
You must sync a list with at least 200 accounts as your ICP model training data. If you don't have a list of 200 customers yet, you can supplement the list by including companies in late-stage opportunities, or companies your sales leadership has defined as ideal customers for your company.
3. Align Journey Stages to your buyer journey
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 tasks | Features unlocked | Instructions |
|---|---|---|
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☑️ Edit 'Aware' stage to align to 'Engaged'. ☑️ Create a 'Sales Ready' stage. ☑️ Create an 'Early Stage Opp' stage. ☑️ Create a 'Late Stage Opp' stage. ☑️ Create an 'Upsell/Cross Sell’' stage. ☑️ Create a 'Retention' 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 the 'Sales Ready' stage with advertising and use our partnership integrations to take meaningful actions. |
• Create new stages designed to help increase revenue and drive customer success while measuring account progression and identifying the right accounts to engage at the right time. • Follow the steps in this guide to learn how to customize your default stages. |
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4. Select Bombora and Keyword Intent
Intent are dynamic signals that surface insights into which topics of interest are being researched and consumed online by users at a company. RollWorks offers you multiple intent sources and recommends you set them up as soon as possible so you can have insight into what accounts are demonstrating interest in your product category, your company, and your competitors.
You can learn the intent signals fundamentals in this guide which includes educational videos.
| Your tasks | Features unlocked | Instructions |
|---|---|---|
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☑️ Select the Bombora Intent Topics you want to monitor in RollWorks. ☑️ Select the Intent Keywords you want to monitor in RollWorks. |
• Discover unknown in market accounts that are surging with intent signals: • Interested in your company. • Interested in your product category. • Interested in your competitors. • Identify geographic regions of where intent is detected. |
• Follow this guide to select your Intent Keywords. We suggest adding your company domain, product category, competitor domains, and your SEO terms. • Follow this guide to select your Bombora Intent Topics from the list of available options. • Follow this guide to learn how to access Keyword Intent Location data. |
5. Segment your Account List using Engagement, Intent & Fit
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 (Bombora & RollWorks): Consuming content on the web related to your company, product category, or competitors.
- ICP Fit Grade: A to F grading system that scores how closely an account resembles your ICP.
- Engagement signals: Activity with your website and your ads: page views, ad clicks, etc
- RollWorks Company Attributes: Firmographic filters for more precision in your strategy: Company size, industry, etc
Follow our recommendation to get you started:
- Prioritize your best fit, high intent and/or high engaged accounts by creating groups within your main target account list.
- Leverage insights in the ABM Command Center. Add high fit, engaging accounts to your Target Account List and add those accounts to a Playbook to ensure we are serving advertising to them.
Follow 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 to target unaware and engaged accounts that are in-market and are a good fit. You can expand from there based on your available budget.
- If you are focused on driving lead forms submissions, segment your account list by creating an account group based on the 'Sales Ready' journey stage.
| Your tasks | Features unlocked | Instructions |
|---|---|---|
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☑️ Work with your Onboarding Customer Success Manager to segment accounts based on intent signals, ICP Fit grade, engagement signals, RollWorks Company attributes, or your own CRM data to align with your program goals. |
• Engage the accounts in your Account Lists and Groups with advertising. • Understand the progression of the accounts in your Account Lists using Journey Stages.
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• Read this guide to learn what are the foundational building blocks of best-in-class Account Lists and the most common segmentation use cases. • Read this guide to learn how to use the Account List builder in the platform, data sources available, and how to combine AND/OR statements to segment your Account List into multiple Account Groups. |
6. Use data insights to inform your ABM and Advertising strategy
RollWorks offers you valuable data insight features to inform your ABM strategy so that you can make adjustments to your strategy to help achieve your business goals.
| Data insights features | Benefits unlocked | Resources |
|---|---|---|
| Journey Stages | Track the progression of the accounts in your Account Lists through their buying journey from unaware to deal closed won. | Journey Stages guide |
| RollWorks Command Center |
The Command Center provides a comprehensive view that unifies all of our data signals (i.e., fit, intent, engagement) into a single pane of glass, surfacing insights that highlight where there is demand, specifically uncaptured demand, and tightly linking those insights with the right action to take:
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RollWorks Command Center guide |
| Hot Contacts |
Increase your sales pipeline and help close deals faster by identifying more high-fit leads without having to rely on form fills - perfect if your team purchases contact information from a vendor or frequently manually uploads lists of contacts into your CRM. This RollWorks capability allows you to use Enhanced Contact Lists to build customized lists of known contacts engaging with your website or with your ads. |
How to setup and act on Hot Contacts |
| Website Analytics | Account-based view of your website activity within the RollWorks platform. | Website Analytics guide |
7. Leverage your CRM contacts in your strategy
In addition to targeting people in your Account Lists as your main strategy, you should also target contacts that you already have in your CRM/MAP and that you know are key buyers.
Bringing your own contacts to RollWorks as Contact Lists can help you engage these key buyers regardless if they have not visited your website, clicked on your ads, or engaged with your sales reps. In this step, you will decide who those contacts are, and where are they stored (Salesforce, HubSpot, Marketo, Eloqua, or Pardot) so you can bring them over to RollWorks.
| Your tasks | Features unlocked | Instructions |
|---|---|---|
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☑️ Think about which contacts you want to bring over to RollWorks and what the source of these contacts is. ☑️ Bring over your contacts to RollWorks using these methods: Imported Contact Lists, Enhanced Contact Lists, and Static CSV files. ☑️ Create an Enhanced Contact list and apply the Journey Stages filter to see contacts that are in a specific buying stage. ☑️ Create a list of Hot Contacts by using Enhanced Contact list filters by building customized lists of known contacts engaging with your website or ads.
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• Launch a Contact Targeting Campaign. • Exclude these Contacts from specific campaigns (playbooks do not support exclusions). • Hot Contacts his will help identify more high fit leads without having to rely on leads filling out form-fills.
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• Read this guide to learn more about the different methods we offer you to bring your contacts to RollWorks: Enhanced Contact Lists, Imported Contact Lists, and Static CSV files. • Follow the guides below to bring over your contacts based on their source: Salesforce, HubSpot, Marketo, Pardot, or Eloqua. • Follow the guide to create a list of Hot Contacts.
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RollWorks Workflows is a feature that allows you to automate your go-to-market (GTM) strategy, leveraging data and insights from RollWorks across your connected systems with a built-in orchestration tool that brings your GTM tech stack together.
A RollWorks Workflow is an automated sequence of steps defined in RollWorks that takes action on contacts across external platforms. You can use this orchestration tool to configure workflows based on two elements:
- A Trigger: A set of criteria that defines the conditions when a workflow executes.
- An Action. Operations that can be performed on the contacts that enter a workflow.
RollWorks Workflows can be triggered using RollWorks enhanced contact lists. When a contact in your CRM meets the criteria to be added to an Enhanced Contact List, this event can be used as your trigger to fire a workflow. They can also be triggered by custom criteria.
| Your tasks | Features unlocked | Instructions |
|---|---|---|
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☑️ Make sure your CRM is successfully integrated to RollWorks. This will allow you to trigger workflows in Salesforce, Marketo, or HubSpot. ☑️ Determine in which CRM or MAP you want to use for your trigger ☑️ Set up your trigger that defines the conditions when a workflow executes. This can be using an enhanced contact list or by using custom criteria. ☑️ Once a workflow is triggered, you will be able to action contacts - determine where you want them to be actioned (Outreach, Salesloft, slack, notification to email, and webhooks)
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• Launch email campaigns with HubSpot or Marketo directly, or trigger engagement in other channels via updates to CRM with the Workflows orchestration tool. • Automatically update a contact or lead record in Salesforce, or add contacts or leads to Salesforce campaigns. • Utilize RollWorks’ deanonymization capabilities for engaging contacts on your website or with your ads to share these Hot Contacts with your sales team in an automated way by connecting into your CRM or Marketing Automation system.
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• Read this guide to learn more about Workflows, how to set up triggers, and the type of triggers available. • More detailed guidance can be found in the RollWorks’ Workflows template library article.
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Next Steps
Congratulations on completing your strategy setup! Continue with your next onboarding step: Prepare for Launch!