What You Need to Know Before Starting ABM with Jodi Cerretani from RollWorks

What It Covers

Jodi Cerretani from RollWorks explains why MQLs remain relevant in ABM strategy, how her team uses four distinct signal clusters beyond form fills, and their approach to fit-focused targeting across 10,000 target accounts.

Key Questions Answered

• •MQL Definition Strategy: RollWorks uses fit-exclusive MQL scoring where target account list members need minimal activity (blog read or email click) to qualify, while non-target accounts require extensive engagement to reach MQL threshold, ensuring sales receives only high-fit leads.
• •Four Signal Clusters: Beyond MQLs, the team tracks intent signals (requiring corroboration from two of three sources: Bombora, RollWorks keywords, G2), account scoring across multiple touchpoints, and hot contacts (de-anonymized site visitors who never filled forms), expanding sales opportunities by 97% beyond form fills.
• •Weekly Business Reviews: The team conducts weekly pipeline analysis tracking qualified pipeline dollars, conversion rates by signal type, SDR productivity metrics, and open/reply rates. This cadence proves essential in 2023's volatile environment where conditions change rapidly, requiring constant adjustment and immediate response to market shifts.
• •Conference Budget Reallocation: Large conferences show poor ROI with high drop-off rates post-registration. Budget shifted to smaller bespoke dinners and virtual events enhanced with gifting strategies (DoorDash lunch deliveries) and TLDR content formats (three-minute highlight videos, one-page cheat sheets) that match reduced attention spans.