What is 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.
Definition of Target Account
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.
Best-in-class Account Lists are created using fit, intent, and engagement signals. Combining these three signals 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.
Use the table below to help you start defining the logic that makes up an Account List:
|Your Account List is a set of accounts you want to target because:|
|They fit your definition of Ideal Customer Profile (ICP). 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 must work together to define your ICP...||
... then we will score the fit of all accounts in the RollWorks database for your ICP model and assign each account an ICP Fit Grade from A to F.
You will create Account Lists based on your ICP using:
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:
RollWorks Company Attributes: our own database of firmographic data (company size, revenue, industry, technology, etc). Allows you to discover new accounts.
Your own CRM/MAP data: Salesforce, HubSpot, and Marketo.
|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:
|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:
RollWorks Advertising Activity: Ad Impression and Ad Click data.
RollWorks Website Activity: Page Views, Unique Visitors, Conversions, and URLs Visited.
Use Fit Signals: Determine your Ideal Customer Profile
Use Dynamic Buying Signals: Intent & Engagement
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.
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||
|Tier 2 Accounts||
|Tier 3 Accounts||
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.
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 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.
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!
- Log in to the RollWorks platform and go to 'Audiences' > 'Account Lists'
- Click 'Create Account List'
- Follow the steps in our Account List Builder Guide to create your Account Lists using any of the available data sources.
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 is included in at least one running Playbook or Campaign will be marked with the label 'Active'.
Any Account List will show the number of running Campaigns and Playbooks associated with it.
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.|
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:
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.