Certified Marketo Engage integration gives joint customers deeper ABM functionality to attract and close unknown buyers from high-value accounts

RollWorks, a division of NextRoll, Inc., announced today that it has joined LaunchPoint, by Marketo an Adobe company as an Accelerate partner. The certified integration combines Marketo Engage, a complete solution for lead management and RollWorks’ account-based platform so customers can identify more high-value accounts, engage the buying committees within those accounts throughout their entire buying journeys across multiple channels, and measure the impact on account based marketing (ABM) pipeline and revenue growth.

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Through this bi-directional integration, joint customers can now further scale their account-based experiences with the addition of RollWorks’ account data graph and machine learning capabilities. Customers can identify high-value accounts through the combination of the RollWorks account data graph which consists of approximately 20 million companies and 330 million contacts, and machine learning-powered Account Scoring and Account Suggestion capabilities. Customers can also reach and coordinate end-to-end journeys for anonymous buyers within priority accounts, complementing strategies they’re already executing for known buyers using Marketo Engage, and progress these accounts through the sales funnel quickly with cross-channel, hyper-personalized campaigns that are tailored based on role, sales stage, and company. Machine learning-powered advertising bidding and budgeting allows these campaigns to be executed at scale.

“Marketing and sales teams need unified information and strategies to see the biggest return from their account-based marketing efforts,” said Mike Stocker, vice president of strategic partnerships, RollWorks. “Marketo Engage has been a game-changer for ABM and sales due to its scalability and performance tracking. Using RollWorks, Marketo Engage can expand reach exponentially beyond known contacts by mapping priority account characteristics from Marketo Engage to our vast account data graph of approximately 20 million businesses and 330 million professionals. Our rich orchestration layer allows for programmatic reach across multiple channels at an unprecedented scale, and the ability to measure effectiveness against priority targets.”

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The two-way connection between RollWorks and Marketo Engage provides an enhanced view of potential buyers, mapping individuals to roles and accounts in order to show the impact and ROI of marketing campaigns through complex buying-committee-based sales cycles. A joint customer in the HR technology industry who has begun using the RollWorks-Marketo Engage data sync has already reported an increased ability to forge deep connections with key contacts. They use Marketo Engage lists to set up digital advertising campaigns in RollWorks that engage buying committees at high-value target accounts with relevant messaging. The team has increased conversion rates by nurturing the key decision-makers through the pipeline faster than ever before.

Ryan Murden, head of business development, Adobe Experience Cloud technology partnerships at Adobe added, “Marketo’s integration with RollWorks will open the door for additional functionality allowing users to market to high-value account buyers through multiple channels, even those who have not yet opted into an email campaign. This integration also helps users demonstrate impact directly within Marketo. Armed with ROI information, our users can align teams around which accounts are most engaged and which campaigns are driving the most pipeline and revenue.”

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