RollWorks Continues its Democratization of ABM with Record Demand from SMBs
Account-Based Platform sees 180% year-over-year increase in SMB adoption; Bombora, HubSpot, LinkedIn, Marketo, Salesforce partnerships fuel traction
RollWorks, a division of NextRoll, announced strong adoption for its Account-Based Platform among small and medium-sized businesses (SMBs). RollWorks is at the forefront of a growing shift to democratize ABM. Since expanding its reach beyond leading enterprises with new SMB-tailored pricing and packaging earlier this year, the company has seen 180% year-over-year growth of SMB customers, which, in conjunction with extending its SMB footprint through partnerships with Bombora, HubSpot, LinkedIn, Marketo and Salesforce, is fueling RollWorks’ projected 70% year-over-year Q3 growth.
In a new RollWorks survey of B2B marketers, 45% of companies with 500 or fewer employees use ABM while another 12% plan to implement an ABM strategy. The COVID pandemic has also driven a surge of digital activity, with B2B digital advertising up 23% year-over-year. “The COVID pandemic has not only forced marketing teams of all sizes to scrutinize their budgets in terms of cost and effectiveness but has also accelerated the shift to focus on digital engagement,” said Eric Wittlake, senior marketing analyst at TOPO. “Adopting an account based strategy is more relevant than ever because it focuses limited resources on the accounts that will have the most impact on our businesses.”
“Taking an account-based approach is arguably even more important for smaller teams and businesses with more limited resources. The magic of the RollWorks Account-Based Platform is that you can execute at a scale that’s in direct alignment with your sales team’s goals and resources,” said Robin Bordoli, President of RollWorks and CEO of NextRoll. “We have helped SMBs achieve deeper engagement and faster sales cycles in the accounts that matter most to them. We expect this SMB growth trend to continue as we give every company – whether they are a 50-person, 500-person, 5,000-person or 50,000-person company – an entry point to the RollWorks Account-Based Platform and the ability to grow with the platform as their ABM requirements grow.”
In April 2020, RollWorks announced new pricing and packaging to make its Account-Based Platform accessible to organizations of all sizes. SMBs appreciate RollWorks’ enterprise-level capabilities that meet their requirements for agility, flexibility and value for a compelling cadence of experiences to the right audiences every time. RollWorks has helped SMBs realize significant lifts in site visits or engaged accounts, faster time to close and improvements in ROI-influenced revenue.