RollWorks Democratizes Access to ABM with New Packaging and Pricing
Packages for the RollWorks Account-Based Platform start at $975 per month to offer accessibility and flexibility for all marketing and sales teams
RollWorks, a division of NextRoll, Inc., announced four new packages to make the RollWorks Account-Based Platform accessible to organizations large and small—from those with best-in-class ABM programs to those just beginning their exploration of account-based strategies. The Starter package beginning at $975 per month gives customers the ability to identify the thousands of accounts that matter to them and efficiently engage the buying committees within those accounts throughout their entire buying journeys. All of the packages include the RollWorks account data foundation, machine learning capabilities and bi-directional integrations with Salesforce, HubSpot and Marketo so ambitious marketing teams can execute their ABM programs at scale with their sales teams and confidently grow revenue.
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The four packages – Starter, Standard, Professional and Ultimate – give every company an entry point to the RollWorks Account-Based Platform and the ability to grow with the platform as their ABM requirements grow in scale and sophistication. The Starter package, beginning at $975 per month, is the most affordable ABM offering in the market. The other three packages combine Fit, Intent and Engagement scoring to give customers the most powerful insight into the accounts that matter most to them. Fit scoring is based on static account level firmographic, technographic, and geographic data. Intent scoring is based on dynamic account-level data, such as content consumption data on particular topics, that signals an account buying journey is currently active and early. Engagement scoring is also based on dynamic account-level data, such as website and digital ads interactions that signal the status and advancement of an account buying journey. Marketing automation platforms have historically only focused on engagement, but with B2B buyers now only spending 17% of their buying cycles with vendors, companies can longer afford to ignore fit and intent signals.
“RollWorks is dedicated to the mission of democratizing access to ABM for all companies,” said Robin Bordoli, president, RollWorks. “To date, ABM has predominantly been perceived as heavy, manual, and low scale. There’s a common misconception that ABM should be reserved for large organizations with deep resources targeting their top 100 accounts. Nothing could be further from the truth. Now more than ever, marketing and sales teams of all shapes and sizes can and should benefit from the efficiencies and economizing of resources that an account-based strategy provides. With these new packages powered by the account data foundation and machine learning capabilities in the RollWorks Account-Based Platform, we are making ABM affordable for all organizations with lean budgets to engage the thousands of accounts that matter to them. ABM is no longer just for large enterprises. It’s now accessible to small and medium-sized businesses too.”
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All four packages also have three optional add-ons. Contact Data allows customers to instantly find key B2B contacts at target companies through access to a database of 330 million verified individual contacts at 20 million accounts. Sales Automation allows customers to automate personalized email outreach to key decision-makers so sales reps can focus on the contacts who are ready to talk. LinkedIn Connector allows customers to simplify digital advertising budget allocation and reporting across web, Facebook and LinkedIn, optimize the investment to target high priority accounts and expand reach on LinkedIn with additional best-fit accounts.
RollWorks’ new packages include a service plan to help customers transform their business from a traditional lead-based approach to a more modern account-based approach that focuses marketing investment on the accounts that matter most to the business. The Starter package has standardized onboarding and training, while the Standard, Professional and Ultimate packages include individualized ABM Strategy, Guidance and Execution services.
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“With the economic impact of COVID-19, many marketing teams are now operating with reduced budgets and greater scrutiny on cost and effectiveness,” said Randi Barshack, senior vice president of Marketing, RollWorks. “Account-based marketing, which focuses the marketing investment only on the accounts that matter to your business, is more relevant than ever in this period of economic uncertainty. No business can afford to waste their marketing investment by using just the traditional lead-based marketing approach. With these new packages, we’re making this more efficient ABM approach to marketing accessible and affordable to any B2B marketing team.”
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