RollWorks, a NextRoll subsidiary, has become an Accelerate partner in the Adobe Exchange Experience Cloud Program, expanding on a joint understanding and integration between Marketo Engage, a complete lead management solution, and the RollWorks account-based platform. This best-in-class ABM integration has assisted hundreds of B2B firms, including BetterCloud, Blackbaud, Coupa, and Mixpanel, in identifying their most valuable target accounts, engaging buying committees within those accounts through various channels, and measuring the effect on ABM pipeline and revenue growth.
The RollWorks-Marketo two-way integration enables businesses to meet and organize end-to-end journeys for anonymous buyers within priority accounts, and rapidly progress these accounts across the sales funnel with cross-channel, hyper-personalized promotions personalized to position, sales level, and brand. These campaigns can be implemented at scale thanks to machine learning-powered advertising bidding and budgeting. This provides go-to-market teams with the comprehensive tools they need to maximize the return on their account-based marketing activities.
"As a long-time Marketo partner, we're delighted to join Adobe's partner program to continue providing our joint customers with greater ABM features to draw and close undisclosed buyers from high-value accounts," said Mike Stocker, RollWorks' VP of Partnerships. "Our joint customers appreciate how this integration complements the tactics they're already implementing for known buyers across Marketo, while also adding unparalleled efficiency to their account-based experiences through our account data graph and machine learning capabilities."
Mixpanel, a pioneer in product analytics solutions, used to manually update its client and partner lists, which resulted in weekly or even monthly updates. Mixpanel now uses the RollWorks-Marketo data sync to keep the dynamic target account lists up to date in real-time. "With RollWorks and Marketo, we've removed manual work and unnecessary spend, allowing us to concentrate solely on our high-value accounts," said Cody Nguyen, Mixpanel's growth marketing manager. "As a result, we've seen a 60% growth in conversation rates while reducing our CPAs by 30%."
About the RollWorks-Marketo ABM Integration
The bi-directional integration helps B2B companies:
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Engage known and unknown decision-makers: Reach known Marketo audiences with display and social advertising, even though they never open an email. Companies may also use data and machine learning to influence members of the buying committee for whom they do not have email addresses.
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Coordinate sales and marketing play: Provide air cover to maintain clear content across channels so that target accounts have a coherent story regardless of how they engage.
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Shorten sales cycles: With hyper-personalized ad campaigns customized to role, sales stage, company, and more, you can nurture accounts through the funnel faster.
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View RollWorks Activity and Build Marketo Audiences: View RollWorks performance indicators and use this data to create strong audiences.
About RollWorks
RollWorks, a NextRoll subsidiary, provides ambitious B2B companies with an account-based platform for aligning their marketing and sales teams and confidently growing revenue. RollWorks' solutions, which are driven by proprietary data and machine learning, meet the needs of companies of all sizes, from those with best-in-class ABM programs to those just starting. RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is a simply good business. It empowers teams to recognize their target accounts and key buyers, access those accounts through multiple channels, and assess program effectiveness in their system-of-record.