Rollworks’ New Identification Solution Makes It Easier for B2B Marketing and Sales Teams to Strengthen Their Account-Based Programs

RollWorks, a division of AdRoll Group, announced the launch of its Identification Solution. This powerful new addition to its account-based platform enables marketers to hone their ideal customer profile (ICP), create and prioritize a target account list, and identify key buyers and buying committees within target companies.

“As more B2B companies invest in account-based programs, it’s evident that determining a shared ICP and target account list is imperative for success,” said Mihir Nanavati, vice president of product at RollWorks. “By utilizing data from our recent Growlabs acquisition, and combining it with our existing data and machine learning technology, we are able to accelerate the account-based strategies for our B2B customers.”

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According to TOPO, organizations with a strong ICP achieve a 68% higher account win rate and 78% of leading account-based organizations have implemented intentional account selection processes to ensure consistency and repeatability. Top performing account-based companies also target 33% more contacts per account than their underperforming counterparts. Previously, marketers had to manually compile these insights and lists alongside their sales, business intelligence, and sales operations partners, leaning on anecdotal insights and a number of disparate and expensive tools.

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Now, the RollWorks Identification Solution can surface insights and targets from a comprehensive B2B database of 320 million verified business contacts across 18 million accounts, bolstered by AdRoll Group’s recent acquisition of Growlabs in November 2018. Firmographic and technographic data is continually updated to ensure accuracy and reach when moving to cross-channel execution.

Whether B2B teams are just beginning or looking to refine existing efforts, there are three ways they can use the Identification Solution to strengthen their account-based programs:

• Define an ICP—Find shared firmographic traits for existing customers, any stage in the pipeline, or current web traffic.
• Build a target account list—Surface and prioritize new high-fit target accounts or validate an existing target account list.
• Find new key contacts—Reveal new contacts within target accounts or within companies that match an ICP.

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