Getting Started with Dynamic Account Audiences - BETA

We are currently in a closed beta. If you would like to participate in the beta, please reach out to your Account Manager or email our Product team (bowie.sievers@rollworks.com and ann.beaver@rollworks.com).  

After the feature has been enabled, you can create and manage your Account Lists under Target Accounts in the Identification Solution.

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How to Use Account Audiences

The data sources available to build the Account List and Account Group depend on which systems you have integrated into RollWorks. Customers can use:

  • Salesforce Account, Opportunity, Campaign, and Activities (Activities coming soon)
  • HubSpot Company, Deal, and Engagements (Engagements coming soon)
  • Marketo Activities (coming soon)
  • RollWorks Company Attributes, Intent Data, Website Activity (coming soon), and Account Stage (coming soon)
  • CSV Upload

Follow the instructions in the Account List builder to construct your logic.

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After constructing the Account List logic, you will be prompted to create Account Groups, which are subsets of the Account List. Account Groups are optional, but are a good way to organize your Account List for activation and reporting insights. There are two ways to create Account Groups:

  1. Suggested Groups. Suggested Groups  are recommended based on the attributes, fields, properties, etc. used to build the Account List.
  2. Start from Scratch. This offers a fresh approach to construct the Account Groups.

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Account Groups will automatically route accounts on the Account List to their respective Account Group should the account meet the logic defined.

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Best Practices

  • Ensure your Salesforce, HubSpot, or Marketo are integrated. This will allow you to use data that exists in these systems to build Account Lists and Account Groups in RollWorks.
  • Configure your Intent Topics before building the Account List and Account Groups. Intent is a powerful signal for accounts early in the buying journey.
  • Utilize the RollWorks “push” feature to send the Account List and Account Group name to Salesforce or HubSpot. This will help align with your Sales team, and unlocks cross-channel orchestration opportunities.
  • Account Lists should align with your go-to-market strategy.
  • Account Groups should help you prioritize the accounts on your Account List.
  • Use RollWorks company attributes and intent data to find accounts that may not be in your CRM.
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