ABM platform RollWorks, a division of NextRoll, partnered with software marketplace G2 to help mutual customers capture multi-faceted, account-level intent signals to better identify and prioritize the right accounts across the entire ABM lifecycle.
Through the integration, RollWorks customers can leverage G2 Buyer Intent to:
- Build target account lists to discover more accounts that are actively researching specific products and categories on G2’s website, including insights on product-specific and competitor comparisons;
- Customize account Journey Stages to inform marketing and sales strategy for outreach and view how accounts are progressing through their designated buying journey; and
- View account Journey Events to help determine what is influencing an account’s progression and regression and inform ABM efforts.
“Comprehensive, accurate data is the lifeblood of any mature ABM strategy,” said Mike Stocker, VP of Partnerships at RollWorks, in a statement. “With our partnership, both RollWorks and G2 customers have more account intent data to identify and engage in-market prospects and uncover existing accounts at risk for churn. Organizations can also understand how G2 activity impacts an account’s buying journey, enabling them to more efficiently grow their revenue.”