RollWorks and LaunchPoint join hands to help customers measure ABM impact and revenue growth at scale

RollWorks | April 07, 2020

  • RollWorks becomes a LaunchPoint Accelerate partner that will enhance data and machine learning capabilities for ABM.

  • Certified Marketo Engage integration gives joint customers deeper ABM functionality to attract and close unknown buyers from high-value accounts.

  • The certified integration combines Marketo Engage and RollWorks’ account-based platform so customers can identify more high-value accounts, engage the buying committees within those accounts throughout their entire buying journeys across multiple channels, and measure the impact on ABM pipeline and revenue growth.



RollWorks, a division of NextRoll, Inc., announced that it has joined LaunchPoint, by Marketo an Adobe company as an Accelerate partner. The certified integration combines Marketo Engage, a complete solution for lead management and RollWorks’ account-based platform so customers can identify more high-value accounts, engage the buying committees within those accounts throughout their entire buying journeys across multiple channels, and measure the impact on account based marketing (ABM) pipeline and revenue growth.

Through this bi-directional integration, joint customers can now further scale their account-based experiences with the addition of RollWorks’ account data graph and machine learning capabilities. Customers can identify high-value accounts through the combination of the RollWorks account data graph which consists of approximately 20 million companies and 330 million contacts, and machine learning-powered Account Scoring and Account Suggestion capabilities. Customers can also reach and coordinate end-to-end journeys for anonymous buyers within priority accounts, complementing strategies they’re already executing for known buyers using Marketo Engage, and progress these accounts through the sales funnel quickly with cross-channel, hyper-personalized campaigns that are tailored based on role, sales stage, and company. Machine learning-powered advertising bidding and budgeting allows these campaigns to be executed at scale.

Learn more: AI and machine learning for ABM


“Marketing and sales teams need unified information and strategies to see the biggest return from their account-based marketing efforts,” said Mike Stocker, VP strategic partnerships, RollWorks.


 

Marketo Engage has been a game-changer for ABM and sales due to its scalability and performance tracking. Using RollWorks, Marketo Engage can expand reach exponentially beyond known contacts by mapping priority account characteristics from Marketo Engage to our vast account data graph of approximately 20 million businesses and 330 million professionals. Our rich orchestration layer allows for programmatic reach across multiple channels at an unprecedented scale, and the ability to measure effectiveness against priority targets.

Mike Stocker, vice president of strategic partnerships, RollWorks



The two-way connection between RollWorks and Marketo Engage provides an enhanced view of potential buyers, mapping individuals to roles and accounts in order to show the impact and ROI of marketing campaigns through complex buying-committee-based sales cycles. A joint customer in the HR technology industry who has begun using the RollWorks-Marketo Engage data sync has already reported an increased ability to forge deep connections with key contacts. They use Marketo Engage lists to set up digital advertising campaigns in RollWorks that engage buying committees at high-value target accounts with relevant messaging. The team has increased conversion rates by nurturing the key decision-makers through the pipeline faster than ever before.


 

Marketo’s integration with RollWorks will open the door for additional functionality allowing users to market to high-value account buyers through multiple channels, even those who have not yet opted into an email campaign. This integration also helps users demonstrate impact directly within Marketo. Armed with ROI information, our users can align teams around which accounts are most engaged and which campaigns are driving the most pipeline and revenue.

Ryan Murden, head of business development, Adobe Systems Inc.


Visit the RollWorks Marketo Engage integration page to learn more and get started today.

About RollWorks


RollWorks, a division of NextRoll, Inc., offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks’ solutions address the needs of organizations large and small —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  www.rollworks.com.


Learn more: Demandbase and Marketo collaborate to improve ABM campaigns

Spotlight

Marketing in B2B technology used to be easy and dare I say--almost always predictable. But there are major changes happening in the B2B marketing landscape, disrupting our once reliable marketing strategies.As B2B marketers, we’re up against:Customer communication channels that have exploded into thousands of pieces.


Other News
ACCOUNT BASED DATA

ON24 Announces Account-Based Personalization Capabilities Across ON24 Platform

ON24 | May 12, 2022

ON24 today announced new account-based marketing (ABM) capabilities across the ON24 platform for sales and marketing to drive greater personalization with buyers. With first-party data and audience insights captured during ON24 digital experiences, organizations can dynamically personalize webinars, content hubs, and landing pages with logos and banners, as well as content based on an individual’s title, company, industry, and interests. Now sales and marketing can target individual buyers at specific companies with personalized messages and digital experiences. “We’re delivering enhanced personalization driven by first-party data, informed by a prospect and customer behavior, and automated through AI. Sales reps and marketers can now provide customized ON24 digital experiences for the individuals at the top accounts they’re trying to engage and win.” Steve Sims, vice president of product management at ON24 B2B buyers have greater expectations that each engagement and digital experience is tailored to their needs. Account-based personalization in ON24 Webcast Elite, ON24 Engagement Hub, and ON24 Target enables organizations to deliver personalized experiences at scale across accounts, contacts, and individual interests. With the ON24 platform, sales and marketing can engage multiple contacts as part of a company’s buying committee and accelerate conversion. Take ABM execution to the next level with the following account-based personalization capabilities: Create dynamic greetings – use audience data to customize experiences with personalized greetings and messages based on a prospect or customer’s buying persona Drive targeted engagement – easily reach known and unknown users with personalized communications and follow-up experiences tailored to the contact and account Customize branding – automatically display a prospect or customer’s company logo within an ON24 experience, with no uploads or manual customization Account-based personalization capabilities are available now. Today’s news builds upon the interest-based personalization capabilities introduced last year in ON24 Webcast Elite and ON24 Engagement Hub, enabling customers to understand audience interests based on content consumed and experiences attended to deliver customized banners and messages. In other news today, ON24 announced the latest ON24 platform innovations and the availability of first-person engagement and conversion data from the ON24 platform in HubSpot. Read our platform innovations press release and HubSpot press release for more information. About ON24 ON24 is a leading sales and marketing platform for digital engagement, delivering insights to drive ​revenue growth. ON24 serves more than 2,100 customers worldwide, including 3 of the 5 largest global technology companies, 4 of the 5 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers. Through interactive webinars, virtual events, and personalized content experiences, ON24 provides a system of engagement powered by AI for businesses to scale engagement, conversions, and pipeline to drive revenue growth. The ON24 Platform supports millions of professionals a month who are totaling billions of engagement minutes per year. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC.

Read More

ACCOUNT BASED EXECUTION

Contentgine Announces the Release of Its First "Content Top 5 in 15" Video Program Starring Robert Rose

Contentgine | February 14, 2022

Contentgine® (www.contentgine.com), the world leader in content-based marketing, announced today that it has released the first video in its groundbreaking series, called "Contentgine Content Top 5 in 15." Hosted by well-known author and content expert Robert Rose of the Content Marketing Institute, the video series consists of Rose's analysis of the top five most read content pieces in a particular product category, culled from Contentgine's vast collection of business content consumption data. The first episode, which is free and hosted on the company's website, analyzes the top five content pieces in the data analytics product category, with case studies written by #Sisense, #SyncFusion, #Atlassian (ChartIO), and #Encorta. Rose provided some insight to the series and the first program topic - data analytics - saying: "The show is for any demand or content marketer, even though we focus on a particular product category for that show. There is so much information to be gleaned from looking at what makes a piece of content – regardless of category – that we think the fifteen minutes it takes to view the program will prove to be time well-spent for those marketers looking to improve their content consumption and demand generation." "What struck me about the data analytics space," Rose continued, "was how well-written each content piece was in taking complex ideas and making them easily understood even by folks not having an analytics background. #SiSense, in particular, had two pieces of content in the Top Five, and I think it's a testament to the quality of the writing that went into every piece." Ian Dix, Chief Marketing Officer for Contentgine, stated: "We think this will be a trailblazing series for demand and content marketers, because no one has had the content consumption data at this scale before. We have it as part of our Perpetual Engine® methodology, and we can offer marketers the first real look at what makes great content great." Ian Dix, Chief Marketing Officer for Contentgine, stated: "We think this will be a trailblazing series for demand and content marketers, because no one has had the content consumption data at this scale before. We have it as part of our Perpetual Engine® methodology, and we can offer marketers the first real look at what makes great content great." "Our next three programs," Dix continued, "will have Robert analyzing the most-read content pieces in the database solutions, artificial intelligence, and Internet of Things product categories. We hope our marketing friends get good insights and some "aha" moments ideas from Robert's brilliant analyses." The first Top 5 in 15 programs can be found at: https://contentgine.com/top-5/analytics ABOUT CONTENTGINE Contentgine ® has claimed a leadership position in the content syndication and intent marketing categories, basing its business upon the following value proposition: "Contentgine helps all professionals in all industries find the right solutions for their businesses." The company is witnessing explosive growth by utilizing a unique way of offering business solution information to business professionals via its Contentree B2B content library – the world's largest such library - and utilizing its unique Perpetual Engine methodology. Together they produce both the industry's most precise first-person intent data and the industry's only content performance analytics platform.

Read More

ACCOUNT BASED DATA

SurePoint Technologies’ Chief Marketing Officer, Lydia Flocchini, Named a Winner of Demand Gen Report’s 2021 B2B Innovator Awards

SurePoint Technologies, Demand Gen Report | January 05, 2022

SurePoint Technologies, the leading cloud provider of practice management solutions to law firms, has announced that Lydia Flocchini, Chief Marketing Officer, is one of the winners of Demand Gen Report’s fifth annual B2B Innovator Awards. The awards recognize some of the most progressive marketing and sales practitioners who are pushing the envelope to effectively engage prospective customers and meet buyer needs. In her role as Chief Marketing Officer, Flocchini develops and leads all marketing efforts to help scale and accelerate the growth of SurePoint’s 50,000+ member legal community. Flocchini played a pivotal role in the company’s 2020 rebranding and its continued digital transformation, driving brand awareness while accelerating lead generation and sales velocity. She also helped the company innovate its software offerings with the launches of SurePoint View and the SurePoint Mobile App. “Year after year, I am honored to award some of the biggest go-getters in the B2B marketing industry with a B2B Innovator Award,” said Klaudia Tirico, Editor of Demand Gen Report. “Demand Gen Report’s community of professionals constantly blows me away with their agility, innovation and creativity, and Lydia’s work at SurePoint is no exception. Her role in turning SurePoint into a customer-first organization was truly impressive and deserving of the award. I look forward to seeing Lydia work her magic in the New Year.” Garnering more than 100 nominations from B2B executives across verticals, the Demand Gen Report team selected 26 final winners in 13 categories. These winners were acknowledged for thinking outside of the box and for helping to develop and foster innovative concepts and strategies for their organizations and the B2B industry at large. Flocchini is an award winner in the SMB Maestros category, which recognizes B2B experts heading SMB marketing teams and driving impressive results for their growing businesses. “I am deeply honored and grateful to receive this prestigious award. Our amazing community is at the heart of everything we do at SurePoint,” said Lydia Flocchini, Chief Marketing Officer of SurePoint. “I am deeply honored and grateful to receive this prestigious award. Our amazing community is at the heart of everything we do at SurePoint,” said Lydia Flocchini, Chief Marketing Officer of SurePoint. “Finding innovative ways to support our legal professionals and sharing their stories to spread awareness and grow the community has been critical to our team’s success. Embracing data-driven approaches and being a perpetual student is what motivates me to push the envelope and explore new frontiers to create more value for our customers.” SurePoint’s award-winning software addresses all areas of law firm operations including practice management, financial management, time management, workflow efficiencies, billing, and reporting to hundreds of firms across North America. The company recently announced its eleventh award win for LMS which garnered “Top 3” Practice Management Software in the New York Law Journal’s twelfth annual “Best Of”. “We are excited to congratulate Lydia on this wonderful achievement. SurePoint has experienced tremendous growth over the past four years due in no small part to the incredible efforts of our team members,” said Tom Obermaier, Chief Executive Officer of SurePoint. “She plays a key role in our innovation trajectory, always putting the needs of our community first. Her Go-to-Market experience, deep expertise in launching new categories of legal tech, and background as a legal professional truly gives SurePoint a unique voice and perspective in the market.” Flocchini has worked at SurePoint for the last two years. Prior to her current role, she was the Chief Revenue & Data Scientist where she was responsible for building the marketing engine, revenue data strategy, sales enablement function, and revenue operations. For the last 20 years, Flocchini has worked in legal tech and held executive leadership roles in marketing, sales and customer success. She double majored in History and Classical Civilization from the University of California, Los Angeles and earned her J.D. from the University of San Francisco, School of Law. Recently, Flocchini was a panelist on webinars discussing the findings of a new report, “Implementing Financial Intelligence to Give Law Firms a Competitive Advantage in 2022 and Beyond,” which identifies key trends among law firm financial leaders including shifts in the application of data to decision-making in law firms, the perception of profitability, and the pace of innovation. About SurePoint Technologies SurePoint Technologies is a leading provider of financial and practice management software to law firms nationwide. For more than 40 years, law firms have relied on SurePoint’s award-winning enterprise software to drastically improve workflow and maximize financial performance. With a community of more than 50,000 members, SurePoint continues to transform the legal industry by enabling law firms to unlock higher performance by freeing lawyers of administrative burdens so they can spend far more time focusing on their clients and their practice. Learn more at https://surepoint.com. About Demand Gen Report Demand Gen Report, a G3 Communications brand, is a targeted online publication that uncovers the strategies and solutions that help companies better align their sales and marketing organizations, and ultimately, drive growth. A key component of the publication’s editorial coverage focuses on the sales and marketing automation tools that enable companies to better measure and manage their multi-channel demand generation efforts.

Read More

ABM ACCOUNTS

MRP to Showcase Enterprise Client Success & ABM Platform Innovation at Forrester B2B Summit, May 2 - 4, 2022

MRP | April 26, 2022

MRP, the only enterprise-class account-based sales & marketing platform, announced plans to reveal its latest research into enterprise ABM success at the Forrester B2B Summit North America. As a Platinum sponsor and ABM thought leader, MRP will provide attendees with access and insights into the latest strategies and technologies propelling enterprise marketing success. Through product demos and case studies with leading B2B marketers, MRP (booth 514) will reveal how to orchestrate and deliver meaningful, personalized buying journeys in real-time across multiple channels, geographies, and languages to drive measurable business impact. With its enterprise approach, MRP was recently named a Leader in The Forrester New Wave™: Account-Based Marketing Platforms, Q1 2022 report, with Forrester noting MRP’s unique attribution that can connect individual channels to the ABM-influenced pipeline and customers’ praise of multitenant capabilities and global support. Bringing this potent mix of technology innovation and proven expertise, MRP will explore ground-breaking research, models, and frameworks designed with the enterprise organization’s priorities in mind during the following sessions: MRP Case Study: Intelligence-Driven ABM and Speed to Revenue: Tuesday, May 3 at 11:20 am CDT. In this session, you’ll learn from MRP and ServiceNow the driving forces behind ABM leaders’ speed to market, pipeline, and revenue: data, intelligent insights, and finely tuned orchestration. MRP Case Study: Beyond the Lead: Account-Based Strategies For Revenue Impact: Wednesday, May 4, 9:40 am – 10:10 am CDT. Learn how a multinational semiconductor company is reinventing its customer acquisition strategy and moving beyond mere alignment to synergies that produce game-changing impact for its target accounts across the globe. Virtual Theater Spotlight: ABM For Revenue Impact: From Silo to Symphony: Join MRP thought leaders online during the B2B Summit’s Digital Experience as they expose the myths of ABM – and share five enabling criteria for ABM success, plus foundational elements of success for enterprise organizations like Dell Technologies, Oracle, and SAP. MRP Prelytix™ Preview: The Future of ABM: Summit attendees can visit booth 514 for an exclusive look at the new MRP Prelytix platform, with advancements in predictive analytics and AI-driven account intelligence that speed time to market, to pipeline, and revenue. “Enterprise ABM requires a thoughtful and strategic approach to people, processes, and technology to transform sales and marketing into lock-step revenue teams,” said Mark Ogne, CMO of MRP. “Enterprise ABM requires a thoughtful and strategic approach to people, processes, and technology to transform sales and marketing into lock-step revenue teams,” said Mark Ogne, CMO of MRP. “MRP Prelytix is built from the ground up to service organizations that operate in complex environments and embody a sophisticated approach beyond what most solutions offer today. We’re excited to bring this sophistication to the Forrester B2B Summit and showcase why Forrester has positioned MRP as an ABM leader in its Wave report.” About MRP MRP Prelytix is the only enterprise-class predictive account-based sales and marketing platform. For organizations that serve multiple partners, lines of business, geographies, or industries, MRP Prelytix empowers sales and marketing teams to simplify their environment’s complexity and produce measurable and high-performance conversion, pipeline velocity and closed revenue. Applying the industry’s only real-time predictive analytics and data management, we fuel over 1,000 ABM engines across six continents to coordinate, execute, and optimize their ABM programs using eight channels produced in 20 languages. Powered by KX, Prelytix sits on top of the fastest streaming analytics database in the world. For more information, visit: www.mrpfd.com.

Read More

Spotlight

Marketing in B2B technology used to be easy and dare I say--almost always predictable. But there are major changes happening in the B2B marketing landscape, disrupting our once reliable marketing strategies.As B2B marketers, we’re up against:Customer communication channels that have exploded into thousands of pieces.

Resources