RollWorks announces new capabilities focused on the B2B customer journey
Journey Events and Journey Stages combine to track account progress and identify the activities promoting it.
ABM platform RollWorks has announced the launch of Journey Events and a series of enhancements to its Journey Stages product. Journey Events will map marketing and sales activities to account progression or regression, indicating those activities which are having positive (or negative) impact on moving accounts closer to revenue.
Journey Stages identifies where accounts are in their buying journey, from pre-opportunity through to renewal. Account stage attributes can be used to create stage-specific audiences that can be activated across channels. Account stages can be viewed distributed across a dashboard or individually. RollWorks is a division of machine learning marketing technology platform NextRoll.
Why we care. ABM is evolving. It’s no longer just a strategy for having marketing and sales agree on account hierarchy and target efforts at high-value (or in-market) accounts. In the hands of some platforms it’s becoming a way of driving accounts through each level of the funnel -— or, if you prefer HubSpot’s visualization of the journey -— past each spoke of the flywheel.
Central to that project is knowing which activities promote and which hinder customer progress. That’s what RollWorks is seeking to address here.
Account-based marketing: A snapshot
What it is. Account-based marketing, or ABM, is a B2B marketing strategy that aligns sales and marketing efforts to focus on high-value accounts.
This customer acquisition strategy focuses on delivering promotions — advertising, direct mail, content syndication, etc. — to targeted accounts. Individuals who may be involved in the purchase decision are targeted in a variety of ways, in order to soften the earth for the sales organization.
Why it’s hot. Account-based marketing addresses changes in B2B buyer behavior. Buyers now do extensive online research before contacting sales, a trend that has accelerated during the COVID-19 pandemic. One of marketing’s tasks in an ABM strategy is to make certain its company’s message is reaching potential customers while they are doing their research.
Why we care. Account engagement, win rate, average deal size, and ROI increase after implementing account-based marketing, according to a recent Forrester/SiriusDecisions survey. While B2B marketers benefit from that win rate, ABM vendors are also reaping the benefits as B2B marketers invest in these technologies and apply them to their channels.
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