Account Lists and Account Groups

What is an Account

An Account is an organization that you have identified as a potential fit for your product and services based on your own specific criteria. In B2B Marketing and Sales, we use the term Account when referring both to prospective customers and existing customers. With an ABM strategy, you will focus your Marketing and Sales resources to engage a specific set of accounts.


What is an Account List

Account Lists are lists of companies that you would like to target because:

They fit your definition of Ideal Customer Profile (ICP)...

... which is a profile based on the hypothetical perfect fit for your product or service, based on your existing best customers. We score the fit of all the accounts in the RollWorks database based on your specific ICP model with an ICP Fit Grade from A to F.

They are demonstrating engagement with your website and your ads...

... which gives you valuable insights about prospect activity in your website by aggregating account-level data about how your visitors are interacting with your website, ads, sales and the consumption of your content.

They are demonstrating intent in your product category, your company, your competitors, or any Intent Topic that is relevant to you...

... which enables you to uncover Accounts early in their buying cycle even when a prospect has not visited your site you can understand if they are interested in any of your Intent Topics.


Best-in-class Account Lists are created using fit, intent, and engagement, and make it possible to execute an Account-based strategy. It helps align your Marketing and Sales resources on a smaller set of accounts that should receive the most effort and clarifies what makes those accounts the right ones to be spending resources on. When you focus and coordinate both your Marketing and Sales efforts on the right accounts leads to more engagement and faster sales cycles.


Learn more about fit, engagement, and intent signals by watching the quick videos below:

Determining your Ideal Customer Profile

Dynamic Buying Signals: Intent & Engagement 101

Create your Target Account List: what, why, and how? (7min)


You should spend time defining your Account Lists as they are the foundation of your ABM strategy to ensure that you are focusing your marketing and sales efforts on your best-fit accounts. So at a high level, your target account list is made up of accounts that have the potential to become your best customers based on their fit, engagement, and intent signals.

We recommend that you create an Account List that includes accounts that look the most like your ICP (Ideal Customer Profile) and have the highest revenue potential. Your ICP is the profile of companies who are the most likely to buy your product, renew, or be solid referrals. Your Marketing team and your Sales team should use your ICP as a guide to building your Account Lists. Learn more about how to define your ICP.


What is an Account Group

After you create your Account List, the next step is to segment it by scoring and prioritizing accounts based on fit and revenue potential. You can segment the accounts on that list by adding filters to create Account Groups. Accounts added to an Account List will dynamically route to the Account Groups you define.

Screen Shot 2021-12-01 at 6.01.00 PM.pngThis is also sometimes called Tiering. An example of how you could Tier your Target Account List could be as follows:

Tier 1 Accounts
  • Perfect matches for your ICP.
  • They look like your highest-value customers.
  • And they are Strategic Logos for your business.
Tier 2 Accounts
  • Are a very good ICP fit.
  • But may be a lower lifetime value.
Tier 3 Accounts
  • Will fit most ICP criteria.
  • But are not worth pouring extra effort into as they are less likely to convert.


Creating Account Groups to segment your Account Lists is optional but highly recommended. Account Groups allow you to divide and organize the accounts in your Account Lists to align advertising messaging and view reporting more granularly. 

To get started with Account Groups:

  • Log in to the RollWorks platform and go to 'Audiences' > 'Account Lists' and select the Account List that you want to segment using Account Groups.
  • Learn more about how to segment your Account Lists into more actionable Account Groups in RollWorks in this Account List Builder guide.

Pro Tip: We strongly suggest that you create your Ideal Customer Profile model in RollWorks which will be used to create an Account Scoring model to grade your accounts from A (highest ICP fIt) to F (lowest ICP fit). After you create your ICP you can create an Account Group to segment accounts that have an ICP Fit Grade equal A and/or B. These Account Groups will include the highest fit accounts within your Account List.


Who can access

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

You can create as many Account Lists as you need. There is a technical cap of 1,000 Account Lists per customer to ensure you experience a smooth performance of the RollWorks platform.

If you need more than 1,000 Account Lists please reach out to your Customer Success Manager.

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.


Create Account Lists



Find your Account Lists

Log in to the RollWorks platform and go to 'Audiences' > 'Account Lists' to view your existing Account Lists.

If you have more than 6 Account Lists you will see the following in the platform:

  • 'Search': Type the name of an Account List to search by name.
  • 'Sort by': Sort the order of your Account Lists by:
        • Campaigns/Playbooks: shows Accounts Lists with the most Campaigns and Playbooks first.
        • Create Date: shows Accounts Lists most recently created first.
        • Last Edit Date: shows Account Lists most recently edited first.
        • List Name: shows Account Lists in alphabetical order.
        • Number of Accounts: shows Accounts Lists with the most number of Accounts first.



Any Account List is included in at least one running Playbook or Campaign will be marked with the label 'Active'.

Screen Shot 2022-03-09 at 5.24.32 PM.png


Any Account List will show the number of running Campaigns and Playbooks associated with it.

Screen Shot 2022-03-09 at 5.26.43 PM.png


Account List Settings

Each of your Account Lists will display a label indicating if they are 'Dynamic', 'Static', or 'API List'.


Account List Settings Definition
Dynamic The Account List will update dynamically. Every 6 hours RollWorks will sync your Account List data sources and update what accounts are on the Account List and Account Groups according to the filters you set up.
Static The Account List will not update dynamically. RollWorks will pull what accounts are on the Account List one time after you create and save your Account List. The same accounts will remain on the Account List until you update the filters.
API List This Account List is generated through a custom API Integration.


Screen Shot 2022-03-09 at 5.34.35 PM.png



When do I create an Account List vs an Account Group?

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


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


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 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.



Total number of Account Lists

Max 1,000 Account Lists per customer. If you need to increase this limit reach out to our Customer Support team.

Number of accounts in an Account List

You can add up to 250,000 accounts per Account List.

You can target a maximum of 10,000 accounts per Account List using campaigns and playbooks.

Number of accounts in an Account Group

Max 10,000 accounts per Account Group.


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