RollWorks, an account-based marketing (ABM) platform and division of NextRoll, unveiled the open beta of Keyword Intent, a new intent data solution layered with insights from B2B intent data provider Bombora and peer-to-peer review site G2 to better identify in-market accounts and tap into unknown audiences that are ready to buy.
Keyword Intent was created to help marketing and sales teams track relevant intent signals, find more accounts showing readiness signals, prioritize accounts and personalize messaging based on the content accounts are engaging with throughout their buying journey. Specific features include:
- Finding accounts that are showing intent on terms that weren’t previously trackable, such as specific product or competitor names;
- Getting keyword recommendations to understand what should be tracked based on existing website content;
- Layering multiple intent data sources with different methodologies; and
- Unlocking more ways to utilize keyword intent data.
"You lose 100% of the in-market accounts you don't act upon,” said Jodi Cerretani, VP of Revenue Marketing at RollWorks, in a statement. “With a high level of granularity and flexibility in keyword selection, Keyword Intent gives marketing and sales teams more meaningful and precise intent signals to enable better account identification and prioritization of accounts. This allows organizations to quickly fill gaps in their current go-to-market (GTM) strategy while growing and protecting their current business.”
As part of RollWorks’s efforts to close the GTM gaps Cerretani mentioned, the company recently integrated with Outreach, a sales execution platform, to help enable more efficient prospecting, engagement and forecasting. Building upon that partnership, RollWorks released the beta version of its Contact Insights solution, which was created to help B2B sales teams prioritize and develop more personalized and refined account-based strategies.