Getting Started with RW Guide (Part 2): Translating Goals to Tactics and Picking Your First Goal and Tactic

Overview

The first thing you will see when logging in are 5 different campaign tactics that RollWorks offers.

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You can choose the campaign tactics that best align with your ABM goals and strategy:

  1. Define and understand your Target Accounts
  2. Advertise to your Target Accounts
  3. Advertise to your Site Traffic
  4. Advertise to Specific Contacts
  5. Enable your Sales Team

 

Goal 1: Define and Understand your Target Accounts

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Tactic

Benefits

Resources

Learn which Accounts show Intent

(The Account Intent feature is available for customers on a Standard or above package)

See which accounts are showing interest in defined topics

Understand your customers

Defining a strong ideal customer profile (ICP) is fundamental in understanding what companies and types of companies should be added to your TAL

Discover Accounts

 

Find and add accounts to your target account list (TAL) that fit your ideal customer profile (ICP) 

Score your Target Account List (TAL)

(The Account Scoring feature is available for customers on a Standard or above package)

Prioritize your TAL based on attributes that matter

 

Goal 2: Advertise to your Target Accounts

Tactic

Benefits

Resources

Intent Targeting on Web

(The Intent Targeting Playbook is available for customers on a Standard or above package)

Engage accounts showing Intent with two pre-packaged campaigns

Account Targeting on Web

Use these pre-packaged ad campaigns to target your unaware and aware accounts

  

Account Targeting on LinkedIn

(LinkedIn is available as an add-on; contact your Account Manager for details on your specific package)

Advertise to your Target Accounts using LinkedIn’s Sponsored Content Ads

 

Goal 3: Advertise to Specific Contacts

Tactic

Benefits

Resources

Contact Targeting on Web

Deliver ads on Web to people you would like to nurture

Contact Targeting on Facebook

Deliver ads on Facebook to people you would like to nurture


  

 

Goal 4: Advertise to your Site Traffic

Tactic

Benefits

Resources

Retargeting on Web

Deliver ads on Web to visitors who left your website without engaging or converting

Retargeting on Facebook

Deliver ads on Facebook to visitors who left your website without engaging or converting

  

 

Goal 5: Enable your Sales Team

Note: These tactics are available as an add-on; contact your Account Manager to learn more.

Tactic

Benefits

Resources

Sales Insights

Help Sales Reps and Sales Managers better prioritize accounts for outreach by using data science to uncover signals of account engagement and provide account and contact insights directly to your sales org within Salesforce

Contact Data

Find the key decision makers to reach with your campaigns using our database of 320 million verified contacts

Sales Automation

Automate personalized email outreach for key decision makers

  

Picking Your First Goal and Tactic

Depending on what RollWorks subscription package you’re on, some or all of these different "Tactics" will be available to you. Every single tactic is independent - you can chart the path you want to based on the use cases that resonates most with you. With that said, we have recommended paths based on your investment with RollWorks.

Contracted Customers

If you are on a RollWorks subscription package:

To start, we recommend utilizing the tactics underneath the "Define and Understand your Target Accounts" goal. These tactics will help you build and prioritize the best Target Account List (TAL).

From there, we recommend utilizing the "Advertising to your Target Accounts" goal. If you have the "Intent Targeting on Web" tactic available to you, we recommend first advertising to your Target Accounts that are showing intent and then using your remaining budget for Web on the "Account Targeting on Web" tactic. If you are planning to run LinkedIn campaigns with RollWorks it’s good to complete this tactic at this time.

After developing your TAL and beginning to advertise to your Target Accounts, the remaining tactics are up to you to explore in combination with your Account Manager to figure out exactly the right use cases for your business.

Non-Contracted Customers

If you are not on a RollWorks subscription package:

To start, we recommend completing the "Retargeting on Web" tactic within the "Advertise to your Site Traffic" goal. From there, you’re free to run retargeting on Facebook or advertise to your specific contacts based on your interest.

If you are interested in learning more about our ABM functionality, please reach out to support@rollworks.com or get in touch with our Sales team

 

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