TLDR:
RollWorks and G2 have teamed up recently to boost RollWorks’s offerings in the form of an integration. Rollworks made the decision to join forces with G2 based on the fact that customer acquisition has been the main focus of Account-Based Marketing (ABM) activities. According to the VP of Partnerships at RollWorks, data is essential to any ABM strategy. With this integration, marketers will have more of it, with three different ways to use the integration with G2. The VP of Strategic Partnerships at G2 said that the union of G2 and RollWorks is natural—G2 meshes well with RollWorks’s fit, intent, and engagement signals. There’s a hunger for this kind of data, and marketers are quickly adopting it.
RollWorks is an ABM platform. They integrated with G2, a peer-to-peer business software review website, to offer customers an improved dataset using an ABM-focused approach.
This gesture comes on the heels of RollWorks’s finding that 3/4 of marketing and sales professionals seek out customer acquisition opportunities in their ABM programs.
Mike Stocker, VP of Partnerships at RollWorks, commented that data is what fuels an ABM strategy. With this integration, marketers will have even more access to the data they need to thrive and succeed.
- Form Target Account Lists: Find additional accounts currently seeking out products and services through research on G2’s website, “including insights on product-specific and competitor comparisons.”
- Adjust Account Journey Stages: See how accounts progress along their customer journey, personalizing outreach efforts.
- Access Account Journey Events: Determine why accounts are or are not engaging with said outreach efforts.
The VP of Strategic Partnerships at G2, Brittany Wroblewski, G2’s integration with RollWorks is a good fit because they complement each other so well, adding:
“There’s a clear appetite for this type of richer data set, and we’re excited at how quickly our mutual customer base has begun to adopt these new capabilities. We will continue listening to the market and look forward to evolving our partnership with RollWorks in the future.”
Original article from MarTech Series on 24 February 2022.
About RollWorks
RollWorks, a division of NextRoll, 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.
