RollWorks, an ABM platform and division of AdRoll Group, has launched a new account scoring feature designed to use predictive machine learning to rank accounts within a target list based on firmographic and technographic characteristics.
The new feature is an update to RollWorks’ Identification Solution, which taps into data insights from more than 18 million accounts and 320 million contacts. Additional features include:
- Account Suggestions, designed to use predictive scoring to surface high-fit accounts from the database to enable users to target accounts they’re not currently tracking in Salesforce;
- Salesforce Syncing, which includes a bi-directional, automated sync with Salesforce; and
- Account Groups, which aims to position customers to segment their target account list into groups based on firmographic attributes and account scores.
“Organizing around a strong target account list is an essential component of an account-based approach, whether you’re just getting started or have already developed a market-leading ABM program,” said Robin Bordoli, President of RollWorks, in a statement. “However, too often, selecting and prioritizing the right target accounts is a game of guesswork. That’s why bringing account scoring powered by high-quality data and machine learning to our platform was a must. This new feature not only empowers our customers with a more precise and objective solution for account prioritization, but also improves overall collaboration between marketing and sales teams.”
