After completing your onboarding technical setup, the next step is to start building out your ABM strategy in the RollWorks platform. Select the tactics below that align with your business initiatives. Here are some examples of ABM use cases you can deploy with RollWorks and a strategy checklist to get started.
1. Create or sync from CRM a Target 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 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.
There are several ways you can bring in a Target Account list to the RollWorks platform. These methods include syncing over a Target Account List from your CRM using specific fields, using your ICP and layering on company attributes using our account list builder ,or uploading a CSV file with a list of company domains for the accounts on your target 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. This is the recommended method as these lists are dynamic meaning as you make updates to your Target Account List they will be reflective in the platform and require less manual work if updates need to be made.
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. |
• Segment your Account List into smaller Account Groups. • See Account progression under Journey Stages. |
• Read this guide to learn how to use the Account List builder in the platform. |
2. Create and Validate your Ideal Customer Profile
An Ideal Customer Profile, also known as ICP, is defined as the firmographic and technographic attributes that define the type of company that would benefit the most from your product or service. Companies that fit your ICP are most likely to buy and continue to use your product, making them extremely important for business growth.
Using your ICP to develop your ABM strategy is important so that you can allocate resources and budget toward accounts that are most likely to become your most valuable customers. By using your ICP data with RollWorks you will enrich your account lists or contact lists. You can segment your audiences by the highest fit, build workflows using ICP filtering, and customize your command center experience using ICP data.
| 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. • Follow this guide to run account scoring on your Target Account List using your ICP model. |
Your ICP model must have a minimum of 200 accounts
You must sync a list with at least 200 accounts from your CRM 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. We recommend using this order of operations until customers have at least 200 accounts added to their training data:
- Current customers who have been through multiple deal cycles and/or represent their highest ACV customers
- All Current customers
- Current qualified in-pipeline (e.g., open opportunities within X days)
- Churned customers - use specific reason codes if possible
- Lost Opportunities/Deals - use specific reason codes if possible
- Accounts that fit firmographic you think makes up your ICP criteria
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.
We’ll help you build a better business blueprint by mapping Journey Stages to your full customer lifecycle. We pull in website data, marketing automation, CRM, and intent data to define these conditions custom to your business. Once set up this way, you’ll be able to measure account progression through these stages, involve these stages in targeting to diversify revenue tactics and have this data back in CRM to give the rest of your organization visibility into where accounts sit.
| 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. • Watch this video to learn how to set up a Sales Ready stage in the RollWorks platform. • 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 is a dynamic signal that surfaces insights into which topics of interest are being researched and consumed online by users at a company. When users engage with content and research online, this may represent that the company they work for is interested in the category or topic those materials are about.
Intent signals are dynamic and change over time which means you can use them to better understand your prospects, open opportunities, or existing customers during the buying and renewal cycle. Intent data at the different stages of the buying cycle can help you to make decisions about how to move them through the conversion, retention, and expansion funnel.
Intent signals are also key building blocks in your ABM strategy, and you can leverage them for multiple ABM strategies, on their own but even better in combination with other buyer signals like engagement and fit. Considering that ~85% of your target accounts are likely not in-market right now you should combine multiple types of Intent data to triangulate true buyer intent to purchase and target the accounts that are showing intent signals.
| 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.
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• 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. |
5. Segment your Target 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 (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.
| 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. Leverage CRM contacts
In addition to syncing your Account Lists, you can also sync contacts that you already have in your CRM/MAP to uncover and prioritize in your ABM strategy. Having insights at the contact level will help prioritize your outreach and who to reach out to within the buying committee.
| Your tasks | Features unlocked | Instructions |
|---|---|---|
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☑️ 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. |
• Hot Contacts 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. |
7. Inform your ABM strategy with ABM insights
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 |
| Account Card | Whether you are a Marketer or a Sales Executive, the account card is a RollWorks feature that offers you a centralized view of all the activities associated with a specific account so that you can deep dive into all the insights available for one specific company. | Deep dive into the Account card |
| Intent | Leverage RollWorks intent signals in your ABM strategy. | Types of Intent Available through RollWorks |
8. Launch Workflows
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 to Launch Advertising Campaigns.