RollWorks Doubles Down on Personalization, Enhancing its Account-Based Capabilities with More Granular Account-Level Data
Account-based marketing platform RollWorks, a division of NextRoll, today celebrated continued momentum across its platform as the ABM leader high-growth companies rely on to accelerate revenue.
The company announced significant enhancements to features of its Site Visitor API that further advances the incorporation of account-level insight into web content personalization. RollWorks now supports LiveRamp’s identifier, RampID™ across channels, as it continues to shore up product infrastructure to ready itself for a future without third-party cookies.
“Our drumbeat of product innovation demonstrates our continued investment in technology that helps our customers better identify and understand their anonymous website traffic to create a more tailored experience for accounts visiting.”
Justin Cooperman, VP, Product Management at RollWorks.
RollWorks Personalization: Platform Enhancements and Pricing The RollWorks Site Visitor API helps B2B marketers better understand their anonymous website traffic to create a more tailored experience for accounts visiting and to analyze trends over time. It enables account-level identification, including firmographic details of site visitors in real-time for more engaging, account-centric visitor experiences. With its latest Site Visitor API update, customers can now identify website visitors across more account-level data, such as whether a visitor is part of a RollWorks Target Account List, Account Group, or Journey Stage. “RollWorks’ Site Visitor API helps marketers turn their data into account-based insights, thanks to our rich data assets, ability to ingest first- and third-party data, and machine-learning models,” added Cooperman. With these updates, RollWorks makes it easier for B2B marketing and sales teams to understand who their ideal customers are and prioritize accounts to outreach to:- Create a new account list based on ICP (Ideal Customer Profile) fit scoring model
- See firmographic attributes – company size, revenue, industry, etc. – that make up an ICP
- Automatic sync of modeling data from an ICP fit grade back to Salesforce and HubSpot
- The ability to reach Apple device and Safari browser users that have been harder to target since Apple began blocking tracking methods in 2017
- The ability to reach Firefox browser users that have been harder to target since Mozilla began blocking third-party cookies in 2019
- A futureproofed user-level targeting method that will enable users to maintain their reach when Google blocks tracking methods in late 2023
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