With New Integration, RollWorks and G2 Give B2B Marketers Deeper Insights into Buyer Intent

SAN FRANCISCO, February 23, 2022 /PRNewswire/ — Account-Based Marketing Platform RollWorksa division of NextRolltoday announced a new partnership with the largest software marketplace G2 which further bolsters its intention signal offerings. With the integration of G2 Buyer Intent, Rollworks customers now have a powerful way to capture multi-faceted intent signals at the account level and can use this data to better identify and prioritize the right accounts across the board. their entire account-based marketing approach.

RollWorks recently found that nearly three in four marketing and sales professionals report customer acquisition as the primary goal of their ABM strategies. As such, the need for intent data providing early, real-time account activity and research indicating buyer interest in a specific solution – and their likelihood to purchase – has never been more critical. . Ideal for organizations looking to gain more granular account activity data, expand prospecting and engagement, and identify customers at risk of churn, RollWorks’ G2 integration provides the precise insights marketing and sales teams need need to understand where accounts are in their buying journey and determine who, how, and when specific accounts and users should be engaged.

“Complete and accurate data is the cornerstone of any mature account-based marketing strategy,” said mike stocker, Vice President of Partnerships at RollWorks. “Through our partnership, RollWorks and G2 customers have more account intent data to identify and engage in-market leads and uncover existing accounts at risk of churn. Organizations can also understand how activity G2 affects an account’s journey to purchase, ultimately allowing them to grow revenue more effectively.”

RollWorks customers can take advantage G2 Intent of the buyer in three main ways:

  • Create target account lists to discover more accounts that are actively searching for specific products and categories on the G2 website, including product and competitor comparison information.
  • Customize account Stages of the journey to inform marketing and sales strategy for awareness and see how accounts are progressing through their designated buying journey.
  • View Account Travel events to help determine what influences an account’s progress and regression and inform ABM efforts.

“G2’s purchase intent data overlaid with RollWorks fit, intent, and engagement signals provides the powerful, actionable insights teams need to effectively identify relevant buyer behaviors and drive more return on investment of their go-to-market strategies,” said Brittany Wroblewski, VP of Strategic Partnerships at G2. “There is a clear appetite for this type of richer data set, and we are delighted with how quickly our mutual customer base has started to adopt these new capabilities. We will continue to listen to the market and look forward to evolving our partnership with RollWorks in the future.”

For more information on Intent, download the RollWorks Intent Targeting Handbook Guide

“The integration of RollWorks and G2 gives us an additional layer of insight into where our customers are in their buying journey and helps us better meet our ABM strategy to serve them in the right place at the right time” , said Tommy NguyenSenior Digital Marketing Manager at Laserfiche.

Since 2020, RollWorks has invested heavily in its own data foundation, including enhancements to firmographic data identification and IP-to-domain resolution, which has increased the overall match rate of customer-targeted accounts to 98% from RollWorks. These significant investments in RollWorks data assets, combined with the company’s capacity Global Partner Program with market leaders like G2 and Bombora, positioning RollWorks to offer one of the most robust data capabilities in the industry.

About RollWorks
RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and increase revenue with confidence. Powered by proprietary data and machine learning, RollWorks solutions meet the needs of organizations large and small, from those with best-in-class ABM programs to those just starting to explore. By enabling teams to identify their target accounts and top buyers, reach those accounts across multiple channels, and measure program effectiveness in their system of record, RollWorks is an indispensable platform for marketers. and salespeople who think an account-based approach is just good business. To find out more visit www.rollworks.com.

About G2
G2 is the world’s largest and most trusted software marketplace, helping over 60 million people each year make smarter software decisions based on authentic peer reviews. Thousands of companies partner with G2 to build their reputation, manage software spend, and grow their business, including Salesforce, Hubspot, Zoom, Adobe, and more. For more information visit www.g2.com or follow us on Twitter and LinkedIn.

Media Contact:
Melissa Rossiter
[email protected]
480.749.4324

SOURCE Roll Works

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