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Rollworks to Accelerate ABM with Machine Learning

RollWorks, a division of AdRoll Group is an ABM and B2B marketing platform pioneering better ROI, lower CPC and higher CTR for various enterprises. Earlier this week RollWorks unveiled that they have launched a new machine learning solution for B2B enterprises that use account based marketing (ABM). With the introduction of their new predictive identification model, they can analyze a company’s closed deals or clients it had won to determine which would have a more likely propensity to make a purchase. The predictive machine learning tool will be able to rank accounts within target lists based on firmographic and technographic fit characteristics. This feature will enable them to access data from more than 18 million accounts and more than 320 million contacts.

Organizing around a strong target account list is an essential component of an account-based approach, whether you're just getting started or have already developed a market-leading ABM program," said Robin Bordoli, president of RollWorks, in a statement. "However, too often, selecting and prioritizing the right target accounts is a game of guesswork. That's why bringing account scoring powered by high-quality data and machine learning to our platform was a must. This new feature not only empowers our customers with a more precise and objective solution for account prioritization but also improves overall collaboration between marketing and sales teams."

Some of the major features include:

  • Salesforce Syncing: This includes bi-directional, automated sync with Salesforce. This dynamic feature enables sales and marketing alignment for prioritizing specific account lists.
  • Account Suggestions: To surface new high-fit accounts from the RollWorks B2B database, enabling users to target accounts they're not currently tracking in their Salesforce CRM.
  • Account Groups: Target similar kinds of customer segments based on firmographic attributes and account scores.

Sales and Marketing alignment is a key component of successful omnichannel marketing, but it can be hard to facilitate meaningful collaboration -- especially with massive amounts of account data. Account-based teams need powerful technology to help uncover actionable insights and target the accounts that matter most. There are some AI challenges that affect your marketing which you need to be aware of. RollWork's new account scoring feature within our identification solution provides recommendations and enables precise prioritization of target account lists. We’ve also announced additional features including account suggestions, which surfaces new accounts from our B2B database, enabling customers to target accounts they’re not currently tracking in Salesforce.” Justin Cooperman, VP Product Management.