Account Lists Fundamentals

Account Lists

  Definition of Target Account and Account List

A Target Account is an organization that you have identified as a potential fit for your product and services based on your own specific criteria. With an ABM strategy, you will focus your Marketing and Sales resources to engage a specific set of accounts, which is called an Account List.

Watch this 6-minute video  to learn what is an Account List and how should you think about defining yours with your marketing and sales teams.

Watch this 4-minute video to learn about the building blocks used to create best-in-class Account Lists: fit, intent, and engagement signals.

Combining fit, intent, and engagement to create your Account Lists corroborates what makes those accounts the right ones to be spending resources on. When you focus and coordinate your Marketing and Sales efforts on the right (and the same!) accounts your ABM strategy will lead to faster sales cycles, opportunities, and revenue.

Accounts that are a good fit

Your Ideal Customer Profile (ICP) is the type of company who is the most likely to buy your product, renew, and be solid referrals. Your Marketing and Sales organization must work together to define your company's ICP. 

These are the ways you can use RollWorks to create and segment your Account Lists based on fit:

  • RW LOGO.png ICP Fit Grade including accounts with the highest fit grade (A & B) and revenue potential. You can use additional filters to expand or filter down accounts:
  • RW LOGO.png RollWorks Company Attributes: our own database of firmographic data (company size, revenue, industry, technology, etc). Allows you to discover new accounts.
  • SF LOGO (1).pnghb logo (1).png Marketo_new-logo-01-300x300.png Your own CRM/MAP data: Salesforce, HubSpot, and Marketo.

Not sure yet how to start determining your ICP? Watch the video below.

Accounts that are demonstrating intent signals
They are demonstrating intent in your product category, your company, your competitors, or any topic/keyword that is relevant to you which enables you to uncover accounts early even when they have never visited your website.

You will create Account Lists combining all the different intent signals:

Need a crash course on the differences between Engagement and Intent signals? Watch the video below.

Accounts demonstrating engagement with your brand
They are demonstrating engagement with your website and your ads which gives you valuable insights about prospect activity on your website by aggregating account-level data about how your visitors are interacting with your pages, ads, and the consumption of your content.

You will create Account Lists using Engagement signals:

Need a crash course on the differences between Engagement and Intent signals? Watch the video below.


Account Groups

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.

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This is also sometimes called Tiering. An example of how you could Tier your Target Account List could be as follows:

Tier Example tier definition
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:

  Define your ICP to create A-grade Account Lists

We strongly suggest that you create your Ideal Customer Profile model in RollWorks which will be used to score all the accounts in our database from A (highest fit) to F (lowest fit) based on how much they resemble your ICP. Then you can create an Account Group to segment the accounts that have an ICP Fit Grade equal to A.


Who can access

Customers with any RollWorks paid package can use the RollWorks Account List builder to create Account Lists and Groups. However the data sources available to build your lists depend on your package.

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

  Get your Marketing and Sales teams together to define your Account Lists

Before jumping to the RollWorks platform to configure your Account Lists, spend time with your Marketing and Sales team to define them. True ABM impact happens when Marketing and Sales are focussing on pursuing the right (and the same) set of accounts!



Find your Account Lists

Log in to RollWorks 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 filters 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 that is included in at least one running Playbook or Campaign will be marked with the label 'Active'.

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

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Find a specific Account within an Account List

To find a specific account within an Account List follow the steps below.

  • Log in to RollWorks and go to Audiences > Account Lists to view your existing Account Lists.
  • Find the Account List that you want to search through.
  • Click on the list o your choice.
  • Type the name of the account you are looking for in the Search bar.

Search bar.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.

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Account Lists & Groups FAQ

When should 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 Account Group

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 based on changes to the source data.

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?

We have a limit of 250,000 accounts per Account List, however, each Account Group can include a maximum of 10,000 accounts. 

Item Limit

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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