RollWorks, a division of NextRoll, Inc., announced the launch of Account Intent within their Identification solution in the RollWorks Account-Based Platform. Account Intent identifies accounts that are actively researching a product or service with the intent to buy. RollWorks has partnered with Bombora, the leading intent data provider, in order to deliver the Account Intent feature and Bombora’s patented Company Surge ® Score to RollWorks customers. The Bombora Company Surge Score indicates the intensity to which a business has intent to purchase based on the intensity of content consumption compared to ‘normal’ as measured against a historical baseline. This increased content consumption is indicative of the research that happens within a business prior to buying. The Company Surge ® Score will be incorporated in the RollWorks platform indicating the level of intent for a particular account.
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“RollWorks is dedicated to the mission of making ABM work for companies through the power of account data and machine learning”
“RollWorks is dedicated to the mission of making ABM work for companies through the power of account data and machine learning,” said Justin Cooperman, vice president of product, RollWorks. “With the launch of Account Intent we continue to strengthen the account data foundation within the RollWorks Account-Based platform. Customers will now be able to integrate Account Fit, Account Engagement, and Account Intent into how they prioritize the accounts that matter most. During this period of economic uncertainty it’s more important than ever that marketing and sales teams align to focus investments around the accounts with the highest likelihood of buying from them.”
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With only 17% of B2B buyers’ time spent engaging with potential suppliers during a purchase cycle, Account Intent provides critical visibility for identifying in market companies and is an essential component of a successful account-based strategy. To increase opportunity creation marketers need to understand and implement Account Fit, Account Engagement and Account Intent.
