Account List Builder Guide

What is the Account List Builder

The RollWorks Account List Builder is the RollWorks tool that you will use to create the Account Lists and Account Groups that will power your ABM strategy. Account Lists and Groups can be configured to update dynamically based on the unique logic that you define combining data from RollWorks,  HubSpot, Salesforce, Marketo, Bombora, G2, and static CSV files.

 

Account List fundamentals

 

Who can access

Customers with a paid RollWorks package can use the RollWorks Account List builder to create Account Lists and Groups and to discover new Accounts.

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.

 

Limits: max number of Account Lists

With any paid RollWorks package you can create as many Account Lists as you need. There is a technical cap of 1,000 Account Lists per customer to ensure that you experience a smooth performance of the RollWorks platform.

 

Limits: max number of Discovered Accounts

Your contract with RollWorks includes a maximum number of Discovered Accounts that you can redeem. To learn how many Discovered Accounts you have available and how to redeem them click here.

 

Data Sources available

Both Account Lists and Account Groups can be created by combining data from RollWorks, HubSpot, Salesforce, Marketo, Bombora, and G2, depending on which systems you have integrated with RollWorks.

Data Source	RollWorks UI
Upload a CSV file: Upload your own static list of Accounts.
RollWorks Company Attributes: Use RollWorks data to discover new accounts based on your logic criteria. Based on your RollWorks package you have a limit of Discovered Accounts per contract period. RollWorks ICP Fit Grade: Use Account Scoring fit grades (A to F) to create your Account List. Account fit grades are based on how close an account is to your Ideal Customer Profile. RollWorks Keyword Intent: Account-level intent keywords powered by RollWorks. Your keywords must be configured prior to utilizing this data source. Learn more in our Keyword Intent Guide. RollWorks Advertising Activity: use Ad Impression and Ad Click data to focus your Lists and Groups on accounts’ engagement with your advertising. RollWorks Website Activity: use Page Views, Unique Visitors, Conversions, and URLs Visited to customize your Lists and Groups based on specific engagement activity on your website RollWorks Account News: use important events and business news about a company related to the account's financial performance, organization structure, and product/partnership launches.
Bombora Company Surge® Account-level intent topics powered by Bombora. Your intent topics must be configured prior to utilizing this data source. Learn more in our Bombora Company Surge® Guide.
Salesforce Account, Campaign, Activity, and Opportunity Requires RollWorks to be integrated with Salesforce.
HubSpot Company, Deal and Engagement Requires completing the HubSpot<>RollWorks Integration.
Marketo Activity Requires completing the RollWorks<>Marketo Integration.
G2 Buyer Intent Requires completing the RollWorks<>G2 Integration.

 

Create Account Lists

Follow the steps below to create your Account Lists in the RollWorks platform:

Step 1: Navigate to the Account List Builder feature

• Log in to RollWorks and go to Audiences > Accounts Lists and click Create a List

 

Step 2: Add a filter by selecting a data source

To build your Account logic you can use one data source alone or build your own custom logic by combining multiple sources. The sources available to build Account Lists are the following:

 

Step 3: Add a value and logic operator for each filter

To create your own custom logic You will see up to 6 different logic operators depending on the data type of the field.

Operator	RollWorks UI	Example
= equals ≠ does not equal contains does not contain is blank "--" is not blank "--"		Example: Companies located in the US that also include the word 'Finance' in your Salesforce Account Industry field.

 

Step 4: Combine different filters using AND or OR logic

Watch this 4-minute video to learn how to use AND and OR statements when creating Account Lists.

By combining different data sources you can create an Account List that fits your desired criteria.

Logic Function	Example
'AND' is applied when adding multiple data sources within the same block. 'OR' is applied when: Combining multiple blocks into your logic Selecting multiple values within one filter

 

Step 5:  Exclude certain accounts from your list

If you have set up your General Exclusions in your account settings, you will be able to decide which ones you want to apply for each specific Account List.

Exclusion Settings	Example
Exclude current Customers Exclude competitors Exclude your own brand

 

Step 6: Review the size of your Account List 

Before saving your list, look under List Preview to understand how many accounts will be added to the list based on the logic you built

 

Step 7: Name and save your Account List

• When you are ready to save your list click Continue.
• Select if the Account List should be Dynamic or Static:
  • • Select Dynamic List if you want accounts to be added and removed automatically from your Account List based on changes in the data sources you selected.
    • Select Static List if you don't want your Account List to be updated automatically. We will pull accounts one time after you save and those accounts will remain on this list until you update the Account List logic.
      
• Enter a name for your Account List under Account List Name.
• Click Save & Continue.

 

Next, you will be asked if you would like to create Account Groups or to go to your Account List. Account Groups are optional but are a good way to organize your Account List to engage them and to drill down your reporting insights. Go to the next section in this guide to learn how to create Account Groups

.

 

Create Account Groups

Now that you've created an Account List, you can segment the accounts on that list by creating Account Groups to organize to align advertising messaging and view reporting more granularly. Any accounts added to an Account List will dynamically route to the Account Groups you define automatically.

If you want to learn more about what are Account Lists and Account Groups and the differences between them visit this help center article.

You have two options to create Account Groups:

A. Suggested Groups: Use our recommended groups based on the attributes, fields, and properties you used to build your Account List.

B. Start from Scratch: This offers you a fresh approach to building your Account Groups using the specific logic you want.

 

When starting from scratch you will create Account Groups using the same data sources available to build Account Lists:

 

Step 1: Click 'Add New Group'

Step 2: Name your Account Group

• Click the pen icon next to Untitled Group to enter a name for your Account Group.

 

Step 3: Add filters to create your own custom logic following the same method you used to create your Account List.

• To include or exclude individual accounts from a group select Company Attributes > Domain and then enter the domain of the accounts.
• Click Add New Group to create additional Account Groups. If there are duplicate accounts across multiple groups, there will be a prompt that shows all duplicates and enables you to suppress them from individual groups if you choose to do so. 
  

 

Example with 1 Account Group

 

Example with 2 Account Groups

 

Step 4: Save your Account Group

• Click Continue to view a review page.
• Select Save when you are finished editing the logic for your Account Groups.
  • • Once saved, any new accounts dynamically added to your Account List will automatically route to the appropriate Account Groups.
    • You can edit Account Groups at any time after saving.

 

Create Account Lists using your CRM

The following CRM data is available in the RollWorks List Builder:

• Salesforce Account, Campaign, and Opportunity object fields. Requires RollWorks to be integrated with Salesforce.
• HubSpot properties on the Company and Deal objects. Requires RollWorks to be integrated with HubSpot.

RollWorks ingests accounts from Salesforce and HubSpot based on the website domain:

• If an account record in your CRM has a website domain associated with the record it will get ingested into RollWorks.
• If an account in your CRM does not have a website domain associated with the record will not be ingested by RollWorks.

• SFDC Account 1 = www.sfdc.com
• SFDC Account 2 = https://sfdc.com/us

• RollWorks does not ingest CRM fields with HTML to be used in the Account List Builder.
• RollWorks does not ingest CRM fields on custom objects. 
• Certain CRM fields may be inaccessible due to the permissions of the user who authenticated the integration.   

 

Create Account Lists using Intent data

RollWorks offers multiple types of intent data that should be combined to help you to triangulate true intent to purchase. We recommend that you create intent based account lists using two sources:

• Bombora Company Surge®
• RollWorks Keyword Intent
• G2 Buyer Intent (optionally if you have G2 paid plan)

The video below shows how to create an Account List combining, Bombora Company Surge®, RollWorks Keyword Intent, and G2 Buyer Intent:

 

Create Account Lists using Bombora Company Surge® Intent data

The Bombora Company Surge® Intent data available in the RollWorks List Builder to create your Account Lists and Account groups is powered by Bombora and included with your RollWorks package. The following are the Bombora Company Surge® Intent attributes available:

• • • Intent Level
    • Intent Signal Recency
    • Intent Topics

 

You can use Bombora Company Surge® Intent data to add Accounts that are showing interest in your product or category based on their content consumption across the web. To use this data source you will need to select your Intent Topics first. Learn how to in our Bombora Company Surge® Intent Data guide.

 

Create an Account List using Bombora Company Surge® Intent data:

You can build an Account List combining 'Bombora Company Surge®' and 'RollWorks Company Attribute Data' using an 'AND' statement to create logic that includes accounts surging with Intent that fall into your desired size/country/industry category. 

When building an Account List using Intent data you can discover new accounts demonstrating intent and engage those accounts with digital advertising.

• Log in to RollWorks and go to Audiences > Accounts Lists  and click Create a List.
• Select Bombora Company Surge® as your source and adjust the three Intent filters below:
  • • Select Intent Level. Click here to learn about how these levels are calculated.
      • • Medium to Very High
        • High to Very High
        • Very High Only
    • Select a subset of Intent Topics that will be used in this Playbook
    • Select Intent Signal Recency:
      • • Last 7 days
        • Last 30 days
        • Last 90 days

Expand a static Account List adding new accounts showing intent:

You can expand an existing Account List with these accounts surging in Intent by using 'OR' logic to combine statements including Intent Topics as follows.

Create Account Lists using RollWorks Keyword Intent

RollWorks Keyword Intent data is available in the RollWorks List Builder so that you can create your Account Lists and Account groups. The following are the RollWorks Keyword Intent attributes available:

• • • Intent Signal Recency
    • Intent Level
    • Keywords

You can use RollWorks Keyword Intent data to add Accounts that are showing interest in your product or category based on their content consumption across the web. To use this data source you will need to select your Intent Topics first. Learn how to in our RollWorks Keyword Intent Data guide.

 

Create an Account List using RollWorks Keyword Intent data:

In this example, we will show how to build an Account List combining 'RollWorks Keyword Intent' and 'Salesforce Account' using an 'AND' statement to create logic that includes accounts that are your existing customers and are surging with Intent because they are researching your competitors.

• Log in to RollWorks and go to Audiences > Accounts Lists  and click Create a List
• Select Salesforce Account as your source and choose the attribute that flags your existing customers. In our example, we used 'Salesforce Account' Account Type = SaaS Customer

• Click AND to add a new filter logic
• Select RollWorks Keyword Intent as your source and fill out the attributes as follows:
• Select Intent Signal Recency:
  • 'Last 7 days'
  • 'Last 30 days'
  • 'Last 90 days'
• Select 'Intent Level':
  • 'Very High'
  • 'High'
• Select the name of your competitors as your keywords.
  

The video below shows how to identify your existing customers that are researching your competitors:

 

Create Account Lists using G2 Buyer Intent

The RollWorks Account List Builder allows you to create rule-based Account Lists and Account Groups that update daily. Both Account Lists and Account Groups can be created by combining data from Salesforce, HubSpot, RollWorks, and G2 Buyer Intent.  When building account lists with G2 intent date, you’ll be able to:

• Discover accounts in active research mode for your product, category, or competitors using G2 Buyer Intent.
• Select the G2 Buyer Intent data object and choose between:

  Category Views* Alternatives Views* Comparisons* Profile Views *Field only available to G2 customers with a G2 Power package. Click here to learn more.

• Combine G2 Buyer Intent data with your CRM and MAP data, and with RollWorks Company attributes to create your Account Lists.

In the example below, we will walk you through how to use G2 Buyer Intent data to create an Account List:

• Log in to RollWorks and navigate to Audiences > Account Lists.
• Click Create Account List.
•  In the dropdown Select Data Source choose G2 Buyer Intent.

• In the dropdown Select Buyer Intent Type choose Profile Views.

• Define the logic for Profile Views as one or more page views within the last 30 days.

Repeat the same steps to add additional G2 Intent data fields to define the logic that defines your new Account List by adding additional G2 Intent data, in this example, we added 4 different logics to define our Account List using G2 Intent data:

 

For more information about how to create Account Lists and Groups visit the Account List Builder Guide.

 

Remove Accounts from an Account List

Follow the steps below to remove a single domain or a few domains from your Account List:

• Log in to RollWorks and go to Audiences > Account Lists.
• Click the Account List name you wish to edit.
• Click Manage List > Edit List.
• Add an AND logic.
• Select the data source RollWorks Company Attributes > Domain.
• Choose the operator does not equal.
• Enter the domain(s) that you wish to remove from the list.
• Click Continue to save your changes.

If you need to remove more than a few domains, we recommend the following:

• For account lists added as a static CSV:
  • • Log in to RollWorks and go to Audiences > Account Lists.
    • Click the Account List name you wish to edit.
    • Click Manage List > Export.
    • Open the CSV file, remove all columns except 'Domain', and remove any unwanted domains, and save the CSV file.
    • Click Manage List > Edit List, remove the existing CSV and upload the new CSV file.

•  For Account Lists created using Dynamic fields from RollWorks or your CRM:
  • • Instead of removing individual domains, we encourage adjusting your list logic to better reflect the changes you are trying to make. 
    • For example, instead of removing an individual domain because it has moved to 'Closed Won', edit your Account List logic to exclude 'Closed Won' Opportunities using 'AND' logic with the 'does not equal' operator to dynamically filter Accounts with 'Closed Won' Opportunities.

 

Account List Builder FAQ

Can the same Account be included in multiple Account Lists?

Yes, the same account can exist in multiple Account Lists and Account Groups. If your Account List Settings are set to update dynamically, accounts will be automatically added or removed from your Account Lists and the corresponding Account Groups when applicable.

Accounts added to an Account List will dynamically route to the Account Groups you define.

 

How many Account Lists can I create?

You can create as many Account Lists as you need. There is a technical cap of 1,000 Account Lists per customer to ensure that you experience a smooth performance of the RollWorks platform. If you need to create more than 1,000 Account Lists please reach out to your Customer Success Manager.

 

How many Accounts can I add to my Account Lists and Groups?

There is no limit to the number of accounts that you can add to an Account List, however, each Account Group can include a maximum of 10,000 accounts. The same Account can exist in multiple Account Lists and Account Groups.

Item	Limit
Total number of Account Lists	Max 1,000 Account Lists per customer. If you need to increase this limit reach out to our Customer Support team.
Number of accounts in an Account List	You can add up to 250,000 accounts per Account List. You can target a maximum of 10,000 accounts per Account List using campaigns and playbooks.
Number of accounts in an Account Group	Max 10,000 accounts per Account Group

Learn the differences between Account Lists and Account Groups in this Help Center Guide.

 

Why are some Accounts not added to my Account Groups?

Before an Account can be added to your Account Groups, you must add the Accounts to the corresponding Account List first.

If you only edit your Account Group logic to add new Accounts, they will not be added, unless and unless you first edit your Account List logic to include those Accounts.

For example, if I want to add the "rollworks.com" email domain to an Account Group you need to follow these steps:

1. Edit the Account List logic to add "rollworks.com"
2. Edit the Account Group logic to add "rollworks.com"

If you attempt to edit the logic of your Account Group and you miss step 1, "rollworks.com" will not be added.

 

Can I see which Accounts were added or removed to an Account List or Account Group?

Not today, but we will be adding a change log in the future.

 

How can I further refine the specific Activity or Engagement an Account has performed?

It’s very common for RollWorks customers to specify the specific email that was opened or the specific page on the website that a Unique Visitor must have visited.  RollWorks enables this level of customization for certain data sources and data types, but not others.  Activity and Engagement data with customization:

• RollWorks Intent Data: after selecting the data source, you can specify the specific topics the account must have demonstrated intent.
• RollWorks Website Activity Data: after selecting the Page Views or Unique Visitors activity, you can add a specific filter based on which URLs those Page Views or Unique Visitors must have occurred.  For example, give me accounts that have had at least 3 Unique Visitors to the demo page.
• Salesforce Activity: after selecting any Activity, you can further refine the attributes about that activity.  For example, give me accounts that have received at least one email where that email’s subject line contains the word “urgent”.
• HubSpot Engagement: after selecting any Engagement, you can further refine the attributes about that engagement.  For example, give me accounts that have received at least one email where that email’s subject line contains the word “urgent”.
• Marketo Activity: after selecting any Activity, you can further refine the attributes about that activity.  For example, give me accounts that have received at least one email where that email’s subject line contains the word “urgent”.

Activity and Engagement data without customization:

• RollWorks Advertising: today, RollWorks does not enable customers to specify the ad creative that was served as an impression or clicked.  This is an enhancement we will offer in the coming months.
• G2 Buyer Intent: G2 customers may have multiple Profiles and Categories they follow.  In this instance, RollWorks does not enable customers to specify the Profile or Category that was viewed.  This is an enhancement we will offer in the coming months.

 

Why do the Accounts with Page Views and Unique Visitors in the Account list builder not match the accounts with Unique Visitors and Page Views in reporting?

The reporting area shows the advertising performance of Accounts already on an Account List.  When building a new Account List, accounts will be included so long as the account has visited your website, regardless of whether the account is already on an Account List.

 

Watch Video Lessons

🎥   Getting started with the Account List Builder (4min)

In this video we’ll go over the following topics:

   🤔  Why you need to create account lists

   👉  How to get started

   📄  Upload a CSV file to create a static Account List

 

🎥   Create Account Lists using RollWorks & G2 data (6min)

In this video we'll go over how to create an Account list using:

    RollWorks Company Attributes

    RollWorks Intent Data

     G2 Intent Data

    🤔   What are Discovered Accounts

 

🎥  Build an Account List using your own CRM data (3min)

In this video we’ll go over how to create an Account list using

      Your Salesforce data

        Your Hubspot data

 

🎥  Account List building logic (4min)

In this video we’ll go over the following topics:

  ➕  Combining list logic to build your account lists

  👌  Finishing the job with a thorough review