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RollWorks updates its account-based marketing platform

New RollWorks features include account suggestions, Salesforce syncing and account groups to better align sales and marketing teams' efforts for potential customers.

RollWorks has added a new predictive machine learning model feature to its account-based platform intended to assist account-based sales and marketing teams score and prioritize target account lists. The feature ranks accounts within a target list based on technographic and firmographic fit characteristics.

According to RollWorks, the goal of its Identification platform update is to help customers focus and prioritize sales and marketing efforts on targets that have a higher likelihood to buy based on existing customers.

The update includes the following features:

  • Account suggestions. RollWorks' predictive scoring model identifies new possible accounts from the RollWorks B2B database. It enables customers to target accounts they aren't currently tracking in Salesforce CRM.
  • Salesforce syncing. The platform has a bidirectional, automated sync with Salesforce, which aims to create target account lists that can be updated on a daily basis. It can also update any ongoing engagement campaigns to target those lists. This feature is intended to encourage closer alignment between marketing teams and sales so they can focus jointly on a prioritized account list.
  • Account groups. This feature enables customers to segment their target account list into groups based on business attributes and account scores. This can then be used to target specific audiences with digital ads using the RollWorks Engagement platform.

Account-based marketing and sales has been a continuously growing market, as technology has evolved to enable organizations to gain insights from customer data. An enterprise can use an account-based marketing platform to personalize its approach to the buying teams within target accounts. This increases the possibility of success and is a more efficient way to use marketing resources.

According to Gartner, account-based marketing was the fastest-growing go-to-market topic among Gartner technology and service provider clients between 2017 and 2018. Gartner also predicted that, by the end of 2019, 75% of B2B technology and service providers with more than $10 million in revenue would be using account-based marketing as their primary market model, compared with 25% in 2017.

Additionally, Research and Markets estimated the account-based marketing market size is expected to increase from $651.9 million in 2018 to $1,169.9 million by 2023, at a compound annual growth rate of 12.9%.

The Identification platform is available now to all RollWorks customers.

Editor's note: TechTarget offers ABM and project intelligence data, tools and services.

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