After completing your onboarding technical setup your next step is to prepare your ABA strategy by completing all the steps in the checklist below.
1. Create an Account List using your CRM accounts
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 ABA strategy, you will focus your marketing 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 Advertising Activity.
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 focusing on. |
• See Account progression under Journey Stages. • Segment your Account List into smaller Account Groups. • Create Attribute Audiences |
• Read this guide to learn how to use the Account List builder in the platform. |
2. Create Attribute Audiences
Depending on your use case, you might create Attribute Audiences with your Onboarding Success Manager. These audiences are specifically used in Account Targeting Campaigns. The most common use cases for this audience type are:
- You want to include a very specific audience in your advertising, not possible through just the Account List Builder (most common for targeting at a state level vs. country level)
- You want to exclude a very specific audience from your advertising
| Your tasks | Features unlocked | Instructions |
|---|---|---|
| ☑️ Create an audience for more granular account targeting options & define your buyer persona |
• Account Targeting Campaigns |
• Read this guide to learn how to create Attribute Audiences
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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 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. Segment your list using Journey Stages & Advertising Activity
You can segment your Account Lists into smaller Account Groups with a specific targeting strategy in mind. When creating Account Lists & Groups you can combine these building blocks.
- Your CRM Data: Use your CRM fields to segment by industry, company size, product line, account ownership etc...
- Journey Stage: Now that you've customized your Journey Stages you can segment your Account List to target accounts at a specific stage in their journey.
| Your tasks | Features unlocked | Instructions |
|---|---|---|
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☑️ Work with your Onboarding Success Manager to segment accounts based on your own CRM data or Journey Stages to align with your program goals |
• Engage the accounts in your segmented Account Groups with advertising • Understand the progression of the accounts in your Account Lists using Journey Stages
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• Follow this guide to learn what the foundational building blocks are of best-in-class Account Lists and the most common segmentation use cases • Follow 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 |
5. Use data insights to inform your ABA strategy
RollWorks offers you valuable data insight features to inform your ABA program 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 |
| 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 who have been driven by your RollWorks Advertising to engage with your website. |
How to setup and act on Hot Contacts |
6. 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 over to RollWorks as Contact Lists can help you engage these key buyers regardless if they have visited your website, clicked on your ads, or engaged with your sales reps.
In this step, you will decide who those contacts are, and determine where are they stored on your side (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 that have been driven through your RollWorks campaigns.
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• Launch a Contact Targeting Campaign. • Exclude these Contacts from specific campaigns (Note: playbooks do not support Contact List exclusions). • 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: dynamically from your CRM (Salesforce or HubSpot), existing list from HubSpot, Marketo, Pardot, or Eloqua. • Follow the guide to create a list of Hot Contacts.
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Next Steps
Continue with your next onboarding step: Prepare for Launch!