RollWorks Continues its Democratization of ABM with Record Demand from SMBs

RollWorks, a division of NextRoll, today announced strong adoption for its Account-Based Platform among small and medium-sized businesses (SMBs). RollWorks is at the forefront of a growing shift to democratize ABM. Since expanding its reach beyond leading enterprises with new SMB-tailored pricing and packaging earlier this year, the company has seen 180% year-over-year growth of SMB customers, which, in conjunction with extending its SMB footprint through partnerships with Bombora, HubSpot, LinkedIn, Marketo and Salesforce, is fueling RollWorks' projected 70% year-over-year Q3 growth.
In a new RollWorks survey of B2B marketers, 45% of companies with 500 or fewer employees use ABM while another 12% plan to implement an ABM strategy. The COVID pandemic has also driven a surge of digital activity, with B2B digital advertising up 23% year-over-year. "The COVID pandemic has not only forced marketing teams of all sizes to scrutinize their budgets in terms of cost and effectiveness but has also accelerated the shift to focus on digital engagement," said Eric Wittlake, senior marketing analyst at TOPO. "Adopting an account based strategy is more relevant than ever because it focuses limited resources on the accounts that will have the most impact on our businesses."