B2B Audience Fundamentals

What is an Audience

B2B campaign audiences are sub-segments of accounts and/or contacts used to activate specific, often time-bound advertising campaigns. In the RollWorks platform, we refer to audiences as a grouping of accounts and/or people based on:


- How they engage with your website via page views, ad clicks, lead gen forms, etc.

- How they interact with your ads: ad clicks, ad impressions, etc.

- How they consume online content that shows interest in your company, product category, competitors, etc.


- Company industry, size, revenue, the technology they use, etc.

- People's job titles, seniority, etc.


B2B Audiences Building Blocks

To create successful B2B audiences with the objective to prioritize your advertising budget and sales outreach you need to start some foundational work first. 

Building blocks of B2B Audiences.png

Don't attempt to target your TAM

Your TAM is your total addressable market which represents the revenue opportunity at 100% market share as if no competition exists for your product category.

You should never aim to target your TAM as this would be like throwing a massive fishing net into the ocean hoping you will catch something good. Instead, you want to be intentional and use a fishing harpoon equipped with a radar and a laser that will find and target the specific type of fish that will return the most value for your company.

Always start by defining your ICP

The first step is to understand what is what are the attributes that describe the companies that will bring the most value to your business. Your Marketing and Sales teams must work together to define your ideal customer profile (ICP). You can use this template to document, agree, and share your ICP with your organization.

Defining your ICP will help you understand what are the characteristics that define the customers that are the best fit for your product and will bring the most value and revenue to your business over time. These are the parameters we want to use to calibrate our fishing harpoon radar.

In the RollWorks platform, you will upload a list of your existing best customers following these instructions, and we will return the firmographic characteristics that make up your ICP.

After a few hours of uploading your ICP model to RollWorks, you will see a new attribute called ICP Fit Grade for any account in the RollWorks database. This attribute is a score from A (a great fit for your ICP) to F (not a good fit for your ICP) that will tell you how well an account resembles your ICP. You can learn more about how to use ICP Fit Grade in this guide.

Create your first Account List

Create your first Account List combining ICP fit, intent, and engagement signals. This list will contain your highest-priority accounts and should be agreed upon between Marketing and Sales. To learn the fundamentals of these signals read our Account List Fundamentals guide.

The Account List(s) you create will become the foundation of your ABM strategy because they will include the target accounts you should focus your advertising budget, your SDR/Sales time and resources, and your cross-channel efforts (for example, direct mail). If Account Lists are only used by your marketing team to serve ads and not by your Sales Team to prioritize outreach, your ABM strategy will not be effective and won't yield the best revenue impact results.

Segment your Account List into smaller Account Groups

Segment your Account Lists into smaller Account Groups based on your unique segmentation needs (for example, accounts showing intent to purchase your competitor's product). When you segment your lists into smaller groups you can activate specific campaigns with tailored creative and messaging that will resonate.

Segment your website traffic into Website Audiences

Segment your website traffic into specific Website Audiences by creating different buckets for visitors that behave in a specific manner. At a minimum we recommend that you create a website audience for:

- Visitors that view your high-value pages (for example, your pricing page).

- Vistors that fill in a lead-gen form (for example, to watch a demo video).

In RollWorks you must configure each lead fill-in form available on your website and mark them as a Conversion Audience. Conversion audiences are used extensively in the RollWorks platform to determine how/when your campaigns serve ads so setting up these correctly is essential to running and measuring your advertising.

Complement your strategy with Contact Lists

Optionally you may want to bring over your own Contact Lists to RollWorks to complement your account-based strategies. These are lists of emails you have in your CRM/MAP that you want to include or exclude from your campaigns. These contacts may come from emails you have collected from your website prior to installing the Pixel, or contacts you have collected by other means, like a list of attendees to an in-person event.


  Download our B2B audience templates

Click here to download your B2B audience-building workbook. This pdf includes 3 simple templates:

  • The ICP building template: Define the characteristic of companies that are more likely to become your best customers and drive revenue.
  • Account List capacity calculator: Find out how big your target account list needs to be to beat revenue goals and map to each seller’s quota.
  • Segmentation and channel planning worksheet: Ensure the right message is delivered to the right audience. 


Keep your B2B Audiences up to date

Once the Marketing and Sales teams agree on the definition of your initial B2B audiences you also need to commit to meeting on a cadence to revisit them and make adjustments as needed.

Below you can find a table with our recommendations for revisiting your ICP, Target Account Lists, and Campaign Audiences (Account Groups, Website Audiences and Contact Lists). 

How often to update them.png


Configure your B2B Audiences in RollWorks

Before you start creating your audiences in RollWorks you should upload a list of your best customers as your ICP Model, which will then unlock Account Scoring ICP Fit Grades. ICP Fit Grades are a key attribute you will use to build Account Lists and segment them into Account Groups, this means you should not skip this step.

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Feature How to configure in RollWorks
ICP Models

In the RollWorks platform, you will upload an ICP Model consisting of a list of your best customers. We will analyze your ICP training data set and will identify the firmographic attributes that define your ICP.

Based on your ICP we will grade all the accounts in the RollWorks database with an ICP Fit Grade from A (highest fit) to F (lowest fit), which you will use as a fit signal to build your B2B audiences.

Learn more about ICP Models in this Help Center article.


After creating your ICP Model in the RollWorks platform, you should start to create the building blocs of your B2B Audiences:

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Audience Type How to configure them in RollWorks
Account Lists

Account Lists should be extensively discussed by your Marketing and Sales team when you get started with ABM as these are the foundation of your strategy.

You can change the logic that defines your Account Lists but no more than once a quarter, depending on the length of your sales cycle.

To create Account Lists in RollWorks you will be able to combine any data offered by RollWorks with your own HubSpot, Salesforce, Marketo, G2 Intent, etc., and also upload a static CSV file.

Account Lists are the foundation of your Account-Based Marketing program and can be organized and broken down more granularly using Account Groups based on your unique segmentation needs, for example, based on how much they resemble your ICP (i.e. A & B ICP fit), based on where they are in their buying journey (i.e. Sales Ready), or based on how they are showing intent signals (i.e. surging with intent in your competitors).

To learn more about Account Lists & Groups visit this section of the Help Center.

Contact Lists

Contact Lists are groups of email addresses you have collected on your own and that you want to bring over to RollWorks. Once you bring over your email lists to RollWorks we will match them to users browsing the internet through cookies. You can import your email lists to RollWorks as Contact Lists by:

  • Creating Enhanced Lists natively in RollWorks using your HubSpot or Salesforce contacts and joining additional data that RollWorks offers you, such as Journey Stages and Bombora Compay Surge intent.
  • Importing your email lists from our supported CRM or MAP systems as is. Optionally you will be able to maintain these Contact Lists dynamically synced without manual intervention. If the lists change in your CRM or MAP it will automatically change in RollWorks.

To learn more about Contact Lists visit this section of the Help Center.

Website Audiences

When you join RollWorks one of the first tasks we will ask you to complete is to install the RollWorks Pixel on your website so that we can start capturing your website traffic. Website audiences are segments of your website visitors in RollWorks that you can define and organize as you need.

Thinking critically about how to segment your website traffic into Website Audiences is necessary so that you can understand the behavior of your website visitors. When you segment your website traffic with purpose into different website audiences you can then target these specific audiences or exclude them from your advertising programs. Your website visitors will be added a default catch-all Website Audience as soon as the RollWorks Pixel loads, however, it is important that you work on your website segmentation soon so that you can start identifying patterns and behaviors of your visitors.

Is important to mention that if a visitor leaves your website too quickly before the Pixel has time to load, the visitor will not be tracked.

To learn more about Website Audiences visit this section of the Help Center.

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