Account List Builder Guide

What is the RollWorks Account List Builder?

The RollWorks Account List Builder allows you to:

  • Create Account Lists and Account Groups that update dynamically based on your unique custom logic combining data from RollWorks, HubSpot, Salesforce, and G2.
  • Discover Accounts using RollWorks Company Attributes.

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: Employ complex “AND” and “OR” logic to build the right logic for a given use case, combining account data from your CRM, MAP, and RollWorks. Accounts will automatically be added or removed to your Account list based on the custom logic you define.
  • 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 and Groups 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 marketing and sales strategy:

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




 vs

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 is eligible to access the RollWorks Account List Builder?

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

The number of Account Lists that you can create and the number of new Accounts Discovered you can uncover depend on your subscription package.

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

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How many Accounts can I add to an Account List?

There is no limit to the number of Accounts that can be added to one Account List, however, each Account Group can only include a maximum of 10,000 accounts. The same Account can exist in multiple Account Lists and Account Groups, and both lists or groups can be edited at any time.

 

How many Account Groups can I create within an Account List?

You can create an unlimited number of Account Groups to segment your Account Lists.

 

What data sources can I use to build Account Lists and Groups?

Both Account Lists and Account Groups can be created by combining data from RollWorks, HubSpot, and Salesforce, 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: 

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How do I create an Account List?

Step 1: Navigate to the Account List Builder feature

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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 = Upload a CSV

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
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DATA SOURCE = RollWorks Company Attributes

  • Domain
  • Alexa Rank
  • Company Revenue
  • Company Size
  • Country
  • 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.

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DATA SOURCE = RollWorks 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.

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DATA SOURCE = 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.

Click here to learn more.

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DATA SOURCE = 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.

Click here to learn more.

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DATA SOURCE = 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
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Step 3: Add filters and create your own custom logic

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

= equals

≠ does not equal

contains

is blank "--"

is not blank "--"

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Example:

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

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

'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
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Step 5: Apply 'Exclusions' to exclude certain accounts from your list

  • Exclude current Customers
  • Exclude competitors
  • Exclude your own brand
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Step 6: Review the size of your Account List under 'List Preview'

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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'

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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

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How do I 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.

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You have two options to create Account Groups:

    1. Suggested Groups: Use our recommended groups based on the attributes, fields, and properties you used to build your Account List.
    2. 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'

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Step 2: Name your Account Group

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

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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 one Account Group Example two Account Groups
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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.

 

What CRM data can I use to build Account Lists and Groups?

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.
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.   

 

What Intent data can I use to build Account Lists and Groups?

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

  • RollWorks Intent data (powered by Bombora and included with your RollWorks package)
        • 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.
            • Intent Level
            • Intent Signal Recency
            • Intent Topics
  • G2 Buyer Intent data (requires RollWorks to be integrated with your G2 account)
      • Use G2 Buyer Intent data to add accounts researching specific categories, company profiles, company alternatives, and comparing competitors on G2:

            • Category Views
            • Comparisons
            • Alternative Views
            • Profile Views

 

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 do I remove a single company domain 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

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How do I remove multiple company domains from an Account List?

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.

 

 

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