RollWorks Launches Identification Solution That Determines the Best Targets for Account-Based Sales and Marketing

RollWorks’ new Identification Solution makes it easier for B2B marketing
and sales teams to strengthen their account-based programs

SAN FRANCISCO–(BUSINESS WIRE)–Today, RollWorks, a division of AdRoll Group, announced the launch of
its Identification
. 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.”

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.

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

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.

The solution is currently available to all RollWorks customers. To learn
more about the solution, visit:

About AdRoll Group
AdRoll Group has been on a mission to
accelerate growth for companies, big and small, since 2007. Our
technology powers a suite of data-driven marketing and advertising
solutions, AdRoll – for ambitious commerce companies, and RollWorks –
for ambitious B2B companies. AdRoll Group has empowered over 37,000
AdRoll and RollWorks customers worldwide to understand, attract, and
engage buyers, driving growth for their businesses.

AdRoll Group is a privately-held company headquartered in San Francisco,
CA. AdRoll Group’s solutions honor the best practices for data use and
privacy of leading associations including the Network Advertising
Initiative (NAI) and the Digital Advertising Alliance’s (DAA) App
Choices programs. Learn more about AdRoll Group at

About RollWorks, a division of AdRoll Group
RollWorks, a
division of AdRoll Group, offers ambitious B2B companies an
account-based platform to confidently grow revenue and measure the
impact of marketing campaigns. Powered by proprietary data and AI,
RollWorks’ solutions address the needs of account-based
organizations—from those with best-in-class ABM programs to those just
beginning their exploration. By empowering teams to identify their
target accounts and key buyers, reach those accounts across multiple
channels, and measure program effectiveness in their system-of-record,
RollWorks is an indispensable platform for marketers and sellers who
believe that an account-based approach is just good business. Take the
lead and visit


Eva Dudzik

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