RollWorks announces new capabilities focused on the B2B customer journey
Journey Events and Journey Stages combine to track account progress and identify the activities promoting it.
ABM platform RollWorks has announced the launch of Journey Events and a series of enhancements to its Journey Stages product. Journey Events will map marketing and sales activities to account progression or regression, indicating those activities which are having positive (or negative) impact on moving accounts closer to revenue.
Journey Stages identifies where accounts are in their buying journey, from pre-opportunity through to renewal. Account stage attributes can be used to create stage-specific audiences that can be activated across channels. Account stages can be viewed distributed across a dashboard or individually. RollWorks is a division of machine learning marketing technology platform NextRoll.
Why we care. ABM is evolving. It’s no longer just a strategy for having marketing and sales agree on account hierarchy and target efforts at high-value (or in-market) accounts. In the hands of some platforms it’s becoming a way of driving accounts through each level of the funnel -— or, if you prefer HubSpot’s visualization of the journey -— past each spoke of the flywheel.
Central to that project is knowing which activities promote and which hinder customer progress. That’s what RollWorks is seeking to address here.
Snapshot: Account-based marketing
B2B marketers have used account-based marketing, or ABM, for years. But shifts in technology and disruptions from the COVID-19 pandemic have accelerated its widespread adoption among marketers.
B2B buyers perform heavy amounts of research before contacting a salesperson, which gives them an upper hand in transactions. This tendency, too, has increased as a result of the pandemic. Salesforce’s “State of the Connected Customer” report found that an estimated 60% of business interactions now take place online, as opposed to 42% in 2019. What’s more, their survey showed that 80% of B2B buyers expect to conduct more business online in the future than ever before.
The amount of B2B purchasers has increased, though many report difficulties in the buying process. As a result, more B2B brands are adopting ABM models to address these issues.
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