At Sagefrog, we’re always looking for the most effective industry tools and solutions that will help us accelerate our clients’ success. That’s why we’ve partnered with RollWorks, a B2B-focused account-based platform that helps marketing and sales teams align and grow their businesses’ revenue.
RollWorks is powered on the back end with proprietary data and machine learning capabilities, offering best-in-class account-based marketing (ABM) programs to organizations of all sizes. RollWorks is a division of NextRoll, a machine learning tech company focused on data, analytics, and targeting tools.
Keep reading for a complete overview of how and why ABM is so powerful in B2B marketing and how this partnership can help your company succeed.
What is Account-Based Marketing?
Account-based marketing involves identifying, obtaining, and marketing to targeted, high-value accounts. Marketing and sales teams collaborate to create personalized campaigns tailored to every account. Marketers often recommend ABM for companies whose:
- Products are only appropriate for a specific, narrow market
- Majority of revenue (at least 80%) comes from the top 20% of their customers
Why is Account-Based Marketing Especially Beneficial in B2B Marketing?
B2B marketing focuses on engaging with the most appropriate business contacts possible. Most B2B organizations focus on serving highly specialized needs of business-only sectors and subsectors, such as custom manufacturing, enterprise software, healthcare finances, or supply chain and logistics services.
The result is a relatively small (compared to B2C) pool of high-value decision-makers who need convincing. B2B organizations don’t seek demographics like “males between the ages of 18 and 24” – rather, they’re trying to reach highly specific prospects, such as VPs of operations at mid-sized custom medical device manufacturers, health system IT directors whose hospitals use a specific EHR, or engineers at a biotech startup who need laser-etched microscopic tubing for their new product.
ABM suits B2B marketing by helping target these specific decision-makers right from the start. ABM filters out less-valuable leads and prospects at the beginning of the buyer’s journey and consistently helps marketing and sales teams align on strategy, content, and engagement for each account. ABM frequently leads B2B companies to experience faster sales cycles and more accurate and transparent KPI reporting.
Does Account-Based Marketing Really Work?
The importance of ABM in B2B marketing is evident, but is there any data to back up the benefits? The SiriusDecision State of Account-Based Marketing Study1 found the following results:
- 99% of marketers report higher engagement for ABM accounts
- 80% of marketers report higher win rates for ABM accounts
- 74% of marketers report larger average deal sizes for ABM accounts
- 91% of marketers report higher ROI than the control group
ABM has a proven, positive effect when employed correctly, but not all businesses have yet to integrate ABM campaigns into their marketing strategies. A significant portion of that disparity comes from a lack of knowledge and access to the right tools. Fortunately, as technology continues increasing in accessibility, speed, and ease of use, some marketers like those at Sagefrog are poised to evaluate all the options and help clients leverage the tools that make the most sense and deliver the biggest ROI.
Why RollWorks?
RollWorks is an all-in-one ABM solution that provides all the benefits discussed above and more.
Traditional demand generation strategies focus on seeking out demand. As a result, many B2B processes are tailored to increase the volume of activity rather than precision. Business process digitization has hit a threshold where B2B marketers can get a holistic view of total demand activity in a given market category by capturing “buyer activity signals” from internal (website) and external (off-site) sources. Capturing this demand takes a concerted effort, but better information enables companies to develop new processes and yield better results.
The RollWorks account-based platform, powered by data and machine learning, helps do it all–from identifying targets to engaging them across channels and measuring revenue impact. The platform seamlessly integrates with Salesforce, HubSpot, and other popular MarTech vendors and offers a HubSpot-certified app to provide anywhere-anytime access and ease of use. RollWorks enables B2B marketers to intimately target users through multiple advertising platforms with cross-channel account connections, clear and intuitive reporting, regular feature updates, dedicated customer success and support teams, and an easy-to-use interface.
Sagefrog and RollWorks
Part of what’s made Sagefrog so successful in digital marketing is our ability to adapt and adopt as the B2B landscape changes. Today, ABM is a critical element to modern B2B marketing strategies that helps businesses find, engage with, and convince the high-value personas who comprise their ideal clients. With this partnership, we’re better equipped to align your marketing and sales efforts in perfect harmony to identify and engage with your ideal clients and continuously optimize their journey towards your revenue. Contact us today and talk with a specialist about how we can help your business.
- https://www.siriusdecisions.com/research-articles/t/thepulsethestateofaccountbasedmarketingin2019
