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.
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.
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 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 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 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.
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).
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.
|How to configure in RollWorks
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: