Command Center is designed to provide a visualization of account status and progress by identifying an average of 15,000 in-market accounts. Specific features include:

• Next best action recommendations based on buying signals, fit and engagement behaviors;
• The ability to filter enhancements for more tailored insights based on parameters such as fit models and intent data; and
• Three dynamically updated “action cards” that highlight best practice actions for capturing demand and engaging high-potential accounts.

“ABM is critical for fostering growth, especially for marketers seeking enhanced performance and increased budgets,” said Vibhor Kapoor, Chief Business Officer at NextRoll, in a statement. “Our innovative Command Center makes it easy for our customers to incorporate ABM into their existing strategies, supercharging their success without impacting efficiency.”

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Hot Contacts relies on RollWorks’s ability to deanonymize prospects that have met a company’s sales-readiness threshold, which is based on fit, ad clicks and website engagement. The solution then sends contact-level information pulled from Salesforce or HubSpot — such as name, title, event type, URL visited, ads clicked and the date of last engagement — to help sales teams tailor their outreach.

“For far too long, an entire subsection of leads in the B2B space was being completely overlooked because of the inability to track them, but now with Hot Contacts, we have put an end to the archaic ways of generating leads,” said Jodi Cerretani, VP of Revenue Marketing at RollWorks, in a statement. “Instead of only looking at form-completions, we are now expanding on the behaviors of individuals to their web use and ad engagement, creating an entirely new category of sales-ready leads. It’s a one-of-a-kind solution that no one else is providing to these organizations and we’re thrilled to deliver it to our customers.”

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To understand how marketers can revive MQLs’ reputation, the Demand Gen Report team chatted with Jodi Cerretani, RollWorks’ VP of Marketing, to get her perspective on the MQL debate. While we’ll reveal the full discussion later this month on our sister publication, ABM In Action, here’s a sneak peek into what you can expect:

1. Focus On Fit

According to Cerretani, one of the most common reasons an MQL fails is because practitioners aren’t fully focusing on fit. She continued that, “many organizations don’t use fit as a focus and equate it to activity, which results in disqualified or low-fit leads sneaking through to the MQL stage through scoring.”

Additionally, she explained that sometimes marketers practice “bad habits” — if they’re not hitting their KPIs, they might:

• Change the definition of an MQL;
• “Fudge” their numbers a bit; or
• Make up their own definition of an MQL, due to misalignment with sales.

2. Align Sales & Marketing

Naturally, the solution to generating better fit leads relies on aligning sales and marketing teams. Cerretani explained that the tech explosion of the last decade enables practitioners to get a much clearer picture of buyer data than ever before. Through first- and third-party insights, organizations can now combine data that traditionally existed in disparate systems to unite internal departments.  She also pointed to machine learning and AI as beneficial factors, as the technologies help marketers drive multiple buying signals and pass them over to sales.

3. Implement A ‘Signal First’ Approach

The ‘big picture’ of a signal-based approach is when marketers can combine data sources in a meaningful way and include some combination of fit and intent, or fit and engagement — basically any sort of fit and activity combination, Cerretani explained. She continued that this helps determine what accounts and contacts are worthy of sales outreach.

However, she recommended that marketers proceed with caution and turn to their partners for help, as “there’s so much activity happening across your first-party properties and third-party engagements that it’s a little too complex to coordinate without a technology partner.”

4. Eliminate ‘Bad’ Leads

Organizations must focus on the KPIs that have the ultimate business impact — and Cerretani pointed to data that indicates fit is the most important focus. She continued that marketers need to broaden the signals that maximize ‘at-bats’ for sales and ultimately influence revenue impact.

“I’m a big fan of killing bad leads — if you don’t have a lot of qualification criteria or a target account list, then a lead isn’t going to be valuable for your business,” she explained. “Instead of killing all leads, get rid of poor fit accounts and people. Killing the MQL only makes sense if the lead isn’t a high fit person or account.”

This is only the beginning of repairing the MQL’s reputation — sign up for our ABM In Action newsletter to receive the full interview when it’s live!

The post The 4 Steps To Resurrecting The MQL appeared first on Demand Gen Report.

To access RollWorks In-Market Account Finder, users can enter their brand, product or competitor’s name, define their ideal customer profile and let RollWorks handle the rest. Key benefits organizations have reported include the ability to:

• Receive a list of high-fit, high-intent accounts ready to be actioned by sales and marketing teams;
• Test the effectiveness of ABM methodologies without a financial commitment; and
• Access in-market data to help identify in-market accounts.

“As B2B marketers continue to grapple with resource efficiency, it will be even more critical to identify accounts that are actually in-market to buy,” said Jodi Cerretani, VP of Revenue Marketing for RollWorks, in a statement. “The availability of RollWorks’ new In-Market Account Finder feature is an easy, free way to help organizations address economic headwinds head on. By having more buying signals at their fingertips, teams can narrow in on high-fit, in-market accounts and make outreach far more efficient and effective.”

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Keyword Intent was created to help marketing and sales teams track relevant intent signals, find more accounts showing readiness signals, prioritize accounts and personalize messaging based on the content accounts are engaging with throughout their buying journey. Specific features include:

• Finding accounts that are showing intent on terms that weren’t previously trackable, such as specific product or competitor names;
• Getting keyword recommendations to understand what should be tracked based on existing website content;
• Layering multiple intent data sources with different methodologies; and
• Unlocking more ways to utilize keyword intent data.

“You lose 100% of the in-market accounts you don’t act upon,” said Jodi Cerretani, VP of Revenue Marketing at RollWorks, in a statement. “With a high level of granularity and flexibility in keyword selection, Keyword Intent gives marketing and sales teams more meaningful and precise intent signals to enable better account identification and prioritization of accounts. This allows organizations to quickly fill gaps in their current go-to-market (GTM) strategy while growing and protecting their current business.”

As part of RollWorks’s efforts to close the GTM gaps Cerretani mentioned, the company recently integrated with Outreach, a sales execution platform, to help enable more efficient prospecting, engagement and forecasting. Building upon that partnership, RollWorks released the beta version of its Contact Insights solution, which was created to help B2B sales teams prioritize and develop more personalized and refined account-based strategies.

The post RollWorks Releases Open Beta Version Of Keyword Intent Feature appeared first on Demand Gen Report.

Saxena succeeds interim CEO and CFO Peter Krivkovich and will oversee overall company performance for AdRoll, a marketing and advertising platform for E-commerce brands, and NextRoll’s other business unit, RollWorks, an account-based marketing platform. Prior to joining NextRoll, Saxena served as Chief Customer Officer (CCO) at Brex. She will continue to serve temporarily as President of AdRoll.

“I’ve enjoyed watching Roli grow in her current position with AdRoll over the last few years and I couldn’t think of a leader more suited for NextRoll,” said Krivkovich, in a statement. “Roli’s experience and compassion made her the obvious choice to take over the reins and I feel confident stepping away from this role knowing that she will be there to drive incredible growth, just like she has done with AdRoll.”

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Contact Insights works to surface contact-level data (name, email, title and department) in a single source of truth and seeks to add contacts directly to a sales sequence from within Sales Insights to help sales teams:

• Streamline prospecting by accessing account and contact-level data in one place, with upcoming innovations that include additional first-party activity data;
• Take timely action by adding contacts to a sales sequence from their CRM;

• Get more responses by prioritizing contacts and personalizing messaging for each persona; and
• Identify gaps in the buying committee and determine contacts needed to get multi-threaded;

The release of Contact Insights builds on RollWorks’ recent integration with Outreach.io, a sales execution platform. The companies teamed up in late October to help organizations take timely action by adding contacts directly to an Outreach sequence right from their CRM.

“Sales’ ability to deeply segment allows them to be more compelling and relevant with the entire buying team based on where they are in the sales process, but also on stakeholder goals, challenges and success measures,” said Shawn Cook, VP of New Business Sales at RollWorks, in a statement. “With Contact Insights and the Outreach integration, sellers can move prospects into sequences by fit and behaviors based on what’s happening in the sales cycle. Imagine sequences for accounts where fewer than three contacts are engaged with the goal of driving consensus. Or triggering a competitive differentiation sequence automatically when a competitor’s name is raised in a call. Who wouldn’t want to trigger digital responses without the manual approach?”

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Key features of the integration include:

• Providing a single source of truth for sales teams to access contact-level engagement data for a target account and quickly add contacts directly to an Outreach sequence from their CRM;
• Identifying known contacts at target accounts with activity data to prioritize and personalize outreach; and
• Determining gaps in the buying committee and understanding how contacts at target accounts are engaging to determine personas for which they need more contacts.

“Our new Outreach integration is a powerful addition to the RollWorks partner ecosystem,” said Mike Stocker, SVP of Partnerships at RollWorks, in a statement. “Outreach does a fantastic job enabling sales organizations to maximize prospecting productivity and optimize their sales execution through automated email sequences and workflows. Now, sales teams can add contacts that are spiking with engagement to a sequence, directly from the RollWorks Sales Insights CRM widget.”

The post RollWorks Integrates With Outreach To Help Enhance ABM Strategies appeared first on Demand Gen Report.

The Challenge

Megan Verkamp, LHP’s Director of Content Strategy, explained that “historically, we’ve dealt mostly with internal combustion companies for traditional gas vehicles, but as we transitioned into more autonomous and electronic vehicle (EV) startups and mid-level companies, we needed effective ways to reach them.”

To start building awareness in the EV space, LHP adopted a simple approach to ABM — some paid social, email and display — but the company quickly realized it needed something more robust. In its first stab at ABM, the marketing team relied on a combination of paid social and retargeting through the company website with mixed results and uneven ROI.

The Solution

To gain more visibility into ABM activities — and build more predictable revenue plays — LHP partnered with RollWorks in 2021 with three core strategies in mind:

• Target and advance accounts in EV space;
• Reach $1BN+ companies in EV space; and
• General retargeting.

The first step for LHP was connecting RollWorks with its CRM, HubSpot.

“The data has been incredibly useful, from intent topics to who’s playing on our website or engaging with our ads,” explained Verkamp. “We track leads coming from RollWorks weekly. From there, dashboards in HubSpot show us who came in, and we’re able to pass that along to SDRs to follow up.”

In keeping with their goals, the LHP team primarily focuses on how many leads move down the funnel in a given month or quarter, which is a significant shift for LHP.

“If we didn’t have the integration, we’d just be tracking vanity metrics like click-through rates, impressions and clicks,” said Verkamp. “Because marketing was never seen as a lead generator until a few years ago, we must show the return for any investment we make. Being able to do that from the connection between RollWorks and HubSpot is fantastic.”

To encourage better alignment with sales, the marketing team also instituted monthly meetings to share metrics and trends.

The Results

Since choosing RollWorks as its ABM partner, LHP has increased leads, brand awareness and lead quality tenfold.

“Since introducing RollWorks over the past 16-18 months, we’ve seen an incremental jump in the quality of leads we’re reaching, as well as the value of those leads,” explained Verkamp. “This year alone we’re already seeing 3X the value of leads year on year.”

In 2022, the company saw so much ROI with RollWorks that the marketing team decreased Google-direct spend and cut back significantly on LinkedIn and Facebook advertising.

“We were doing the same thing on LinkedIn but spending 3X as much and not seeing nearly the same results,” added Verkamp. “RollWorks is getting visibility to customers we otherwise wouldn’t for a relatively low cost.”

The new investment strategy is working. With three recently closed $1M deals under its belt, the marketing team can confidently attribute these wins to the brand awareness and retargeting plays that RollWorks enables.

“Partnering with RollWorks has been incredible for our pipeline,” Verkamp explained. “It would never be on that list to cut the budget. We’re putting more into RollWorks because it benefits the business.”

The post How LHP Grew Average Lead Value By 3X appeared first on Demand Gen Report.

But one somewhat surprising element of the formula we have seen companies consistently wrestle with over the years — large or small and in a variety of industries — is deciding on what types of programs or plays to execute to try and engage that list of key accounts. According to our “2021 ABM Benchmark Survey,” 31% of B2B marketers cited developing targeted content for specific accounts as their top ABM-related challenge. In addition, a third of respondents said they were turning to agencies or consultants for help with developing ABM content and 29% were using outside help for developing creative themes.

Many companies take a siloed approach — maybe sending a direct mail campaign or launching an exclusive executive level event. But after sizing up the results, they are stuck back at the drawing board with building a consistent cadence of ABM plays.

So, knowing what a big challenge developing plays has been, I was very interested to learn about the “RollWorks ABM Play Generator” with participating partners Sendoso and Bombora. The online quiz provides prompts to answer, which ultimately lead to recommendations and what type of plays best align with your business goals and unique challenges of driving engagement.

The RollWorks ABM Play Generator is also a great concept because it reminds marketers that ABM campaigns should be not limited to door openers. The tool prompts marketers to think about things like buyer stage and desired actions. Are you trying to get prospects to engage for the first time, get additional buying team members engaged or, ultimately, accelerate them from the consideration stage to signing on as customers?

In addition to helping provide tips and suggestions on what type of play may work best for your goals, RollWorks has developed a menu of case study examples with their “Play of the Day” offering. By signing up, ABM practitioners get “recipes” sent directly to their inboxes daily. The examples range from programs designed to target those accounts that are demonstrating intent signals, to tips on how to use multichannel tactics to fill your list of engaged accounts.

If you are one of the many marketers struggling to take your ABM program to the next level, I suggest you check out these tools and keep trying and testing new approaches to find the right formula for your market. After all, there is nothing better than having access to a playbook that has worked well for other B2B brands.

Ideally, resources like this will help more companies achieve the kind of ABM results that many experienced practitioners have generated, one of which is more streamlined marketing. Evidence of that trend was clear from our 2021 ABM survey, which found 50% of marketers said their adoption of ABM has ultimately led to more efficient use of marketing resources. 

The post Borrowing A Page From A Professor’s ABM Playbook appeared first on Demand Gen Report.