ABM platform RollWorks, a division of NextRoll, revealed a series of product innovations and enhancements — including Account List Builder, Pixel Assistant and Site Traffic Revealer — to provide users with more tools that promote accurate reach at scale and precise targeting.
The company renamed its Site Visitor API to Site Traffic Revealerto better reflect the function of the API by highlighting on RollWorks’ deanonymization capability. The Site Traffic Revealer is designed to help B2B marketers better understand their website traffic to create a more tailored experience for visiting accounts and analyze trends over time by providing account-level identification.
Additionally, RollWorks debuted its Pixel Assistant, a tool designed to validate an organization's Pixel integration, visualize website audiences and tag conversion pages. The tool features a self-serve, “wizard”-style extension of the platform that sits on top of a customer's website to help users check pixel health and configure their set up.
Finally, the company added six additional data sources to fuel its Account List building experience and enable customers to build audiences based on intent topics. The new sources include:
- Account news, which covers everything related to an account's financial performance, organization structure and changes and product launches;
- Website activity, which shares account-level page views, unique visitors, URLs visited and conversions;
- Advertising activity, which includes impressions and clicks; and
- Salesforce, HubSpot and Marketo activity trackers that collect insights logged in each platform, such as email sends, email opens, phone calls and more.
“Modern B2B advertising is about harnessing precision at scale,” said Randi Barshack, CMO of RollWorks, in a statement. “RollWorks gives B2B organizations market-leading advertising performance that can move the needle in accelerating and optimizing conversion at any stage in the sales funnel. We have tremendous pride in being able to help our customers eradicate irrelevant ad spend and focus investment by reaching the exact B2B buying audiences they need for their business.”