Account List Builder Guide

What is the Account List Builder

The RollWorks Account List Builder is a tool that allows you to:

      • Create your own Account Lists and Account Groups that update dynamically based on your unique custom logic combining data from RollWorks, HubSpot, Salesforce, and G2.
      • Discover new accounts using 'RollWorks Company Attributes' from our proprietary database and 'RollWorks ICP Fit Grades' used to score accounts based on how closely they resemble your Ideal Customer Profile.

The RollWorks Account List Builder provides you with the following features and benefits:

      • Automate signals: Save time by automating adding and removing accounts based on temporal signals like Intent and Engagement.
      • Dynamically unify account data with custom logic: Use “AND” and “OR” logic to build your own customized Account List logic, combining account data from your CRM, MAP, RollWorks, and 3rd Party and G2 Intent data. Accounts will automatically be added or removed to your Account Lists and Account Groups based on the customized Account List logic.
      • Deploy cross-channel strategies & optimize budget allocation: Use Account Lists and Groups to deploy cross-channel strategies based on fit, intent, and engagement to reach the right people at your key accounts.
      • Align marketing & sales: Push Account Lists into your CRM to align with Sales on the priority of accounts.

Creating Account Lists is the foundation of your ABM program. Creating Account Groups is optional but highly recommended. Account Groups allow you to segment and organize your Account Lists to align advertising messaging and view reporting more granularly. Go to this section in this guide to learn how to create Account Groups.

The logic that you will use to create Account Lists and Account Groups depends on your organization's marketing and sales strategy:

Account List vs Account Groups

Account List logic is commonly driven by organization structure or based on budget centers within a company, such as:

  • Region (APAC, EMEA, NAMER)
  • Sales Team (SMB, Enterprise)
  • Product Line
  • Vertical

Account Group logic is based on how a customer prioritizes their go to market strategy against that account list, such as:

  • Account Stage
  • Opportunity Stage
  • Intent Signals

 

Who can access

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

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.

When you create Account Lists using solely 'RollWorks Company Attributes' and 'ICP Fit Grade attributes’ the accounts added to your list will count towards your 'Accounts Discovered' allotment.

To find how many Accounts Discovered are available under your package navigate to Settings > Billing > Plans & Usage > Usage.

 

Data Sources

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

The specific Salesforce and HubSpot fields available in the RollWorks Account List Builder depend on your Salesforce and HubSpot configuration, and your CRM data is dynamically synced on a daily basis.

The following data sources can be used to create Account Lists and Account Groups: 

SOURCES ACCOUNT LIST BUILDER.png

 

Create Account Lists

If you want to learn more about what are Account Lists and Account Groups before continuing to create them in RollWorks visit this help center article.

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

Step 1: Navigate to the Account List Builder feature

Screen Shot 2022-05-26 at 2.15.54 PM.png

 

Step 2: Select your data sources to create your Account List logic

You can use one data source alone or build your own custom logic combining multiple sources:

Data Source

Image

CSV.png CSV file

Select Upload a CSV to use your own static list of Accounts. This is a simple list of website domains. 

CSV file requirements:

  • Only one column with website domains
  • Don't include headers
  • Don't include additional columns
  • Don't include subdomains
Screen Shot 2022-05-26 at 2.16.58 PM.png

RW LOGO.png RollWorks Company Attributes 

  • Domain
  • Company Revenue
  • Company Size
  • Country (Account HQ location)
  • Company Industry

When you create an Account List using only RollWorks Company Attributes to discover accounts, those accounts will count towards your Discovered Account allotment. Based on your RollWorks package you have a limit of Discovered Accounts per contract period, learn more here.

Screen Shot 2022-05-26 at 1.52.09 PM.png

RW LOGO.png RollWorks ICP Fit Grade

  • If you have more than one ICP, select the specific ICP you want to use as the training dataset that is used to grade the fit of accounts.
  • Select the highest fit grades A and/or B to add accounts that closely resemble the attributes of your ICP. ICP Fit grades available range from A (highest fit) to F (lowest fit). 

Screen Shot 2022-05-26 at 2.17.52 PM.png

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RW LOGO.pngRollWorks Intent Data

  • Intent Level
  • Intent Signal Recency
  • Intent Topics

Use this 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 Intent Data guide.

Screen Shot 2022-05-26 at 2.19.25 PM.png

SF LOGO.png Salesforce data

  • Salesforce Account filters
  • Salesforce Campaign filters
  • Salesforce Opportunity filters

Use this data source to add Accounts that exist in your Salesforce instance based on your own Account, Campaign, and Opportunity fields.

Your existing Salesforce fields within these three objects will be available and searchable.

Screen Shot 2022-05-26 at 2.20.33 PM.png

hb logo.png HubSpot data

  • Hubspot Company filters
  • Hubspot Deals filters

Use this data source to add Companies that exist in your HubSpot instance based on your own Company and Deals properties.

Your existing HubSpot properties within these two objects will be available and searchable.

Screen Shot 2022-05-26 at 2.21.18 PM.png

g2-crowd-logo.png G2 Buyer Intent

Use this data to add accounts researching specific categories, company profiles, company alternatives, and comparing competitors on G2:

  • Category Views
  • Comparisons
  • Alternative Views
  • Profile Views
G2 INTENT FIELDS ACCOUNT LIST.png

 

Step 3: Add filters and create your own custom logic

You will see up to 6 different logic operators depending on the field:

Operator

Image

Example

= equals

≠ does not equal

contains

does not contain

is blank "--"

is not blank "--"

Screen Shot 2021-12-01 at 5.06.37 PM.png

Example:

Screen Shot 2021-12-01 at 5.12.54 PM.png

 

Step 4: Combine different data sources using AND or OR logic

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
unnamed.png

 

Step 5: Apply 'Exclusions' to 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
Screen Shot 2022-04-12 at 12.23.33 PM.png

 

Step 6: Review the size of your Account List under 'List Preview'

Screen Shot 2021-12-01 at 5.36.00 PM.png

 

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'

dynamic ACCT LIST.png

 

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

.ACCT GROUPS.png

 

Create Account Groups

Now that you've created an Account List, you can segment the accounts on that list by adding filters to create Account Groups. Accounts added to the list will dynamically route to the Account Groups you define.

If you want to learn more about what are Account Lists and Account Groups before continuing to create them in RollWorks visit this help center article.

Screen Shot 2021-12-01 at 6.01.00 PM.png

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.Screen Shot 2021-12-01 at 5.41.32 PM.png

 

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'

Screen Shot 2021-12-01 at 6.09.18 PM.png

Step 2: Name your Account Group

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

Screen Shot 2021-12-01 at 6.08.39 PM.png

 

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

Screen Shot 2021-12-01 at 5.54.53 PM.png

 

Example with 2 Account Groups

Screen Shot 2021-12-01 at 6.05.36 PM.png

 

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:

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.

unnamed (1).png

It is possible that some of your CRM account records have websites that get normalized into the same domain.  For example:
In the example above, both domains will get normalized to sfdc.com and enriched with RollWorks data for sfdc.com.  These will exist as two separate Accounts in the RollWorks platform.
Certain Salesforce and HubSpot fields are not available in the RollWorks Account List Builder:
  • 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 RollWorks Intent

The RollWorks 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 RollWorks Intent attributes available:

      • Intent Level
      • Intent Signal Recency
      • Intent Topics

Screen Shot 2021-12-01 at 4.36.30 PM.png

 

You can use RollWorks 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 Intent Data guide.

 

To create an Account List using RollWorks Intent data:

You can build an Account List combining 'RollWorks Intent Data' 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.

  • Login to RollWorks and go to 'Audiences' > 'Accounts Lists'  and click 'Create a List'
  • Select ‘RollWorks Intent Data’ as your source and adjust the three Intent filters below:
      • Select 'Intent Level':
          • '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'

image 2.png

To add Intent data to an existing Account List:

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.

image 3.png

 

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.

    G2 INTENT FIELDS ACCOUNT LIST.png
  • 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:

  • Login to RollWorks and navigate to 'Audiences' > 'Account Lists'
  • Click 'Create Account List'
  •  In the dropdown 'Select Data Source' choose 'G2 Buyer Intent'G2 - A - 1.png
  • In the dropdown 'Select Buyer Intent Type' choose 'Profile Views'3.png
  • Define the logic for 'Profile Views' as one or more page views within the last 30 days

Screen Shot 2021-10-27 at 3.12.46 PM.png

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:

G2 - A - 2.png

 

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:

  • Login 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

Account list builder.png

 

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

  • For account lists added as a static CSV:
      • Login 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.

 

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

Number of accounts in an Account List

Unlimited per Account List

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.

 

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

Screen Shot 2022-04-11 at 9.41.48 AM.png

Need help accessing this video lesson? Email community@rollworks.com

 

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

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

    RW LOGO (1).png RollWorks Company Attributes

    RW LOGO (1).png RollWorks Intent Data

    g2-crowd-logo.png  G2 Intent Data

    🤔   What are Discovered Accounts

Screen Shot 2022-04-11 at 9.52.35 AM.png

Need help accessing this video lesson? Email community@rollworks.com

 

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

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

     SF LOGO.png Your Salesforce data

      4373224_hubspot_logo_logos_icon (1).png  Your Hubspot data

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Need help accessing this video lesson? Email community@rollworks.com

 

🎥  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

Screen Shot 2022-04-11 at 10.22.55 AM.png

Need help accessing this video lesson? Email community@rollworks.com

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