Migrate from RollWorks Account-Based Platform to Mailchimp

RollWorks does not store contacts independently — it syncs them from the connected Salesforce or HubSpot CRM. We extract contacts from the CRM integration, not from RollWorks directly, because RollWorks is a mirror layer over CRM data. Contacts map to Mailchimp subscribers by email address, with first name, last name, and any standard CRM fields migrated to Mailchimp merge fields. Subscription status (subscribed, unsubscribed) migrates from the CRM's email opt-out field.

RollWorks Account Lists are collections of target companies used for ABM campaign targeting. Mailchimp has no account-level object — contacts are individuals, not companies. We decompose each Account List into individual contacts (resolved via the CRM connection) and apply a corresponding Tag in Mailchimp. If the customer prefers group-based organization, we map to Mailchimp Groups instead. The Account List name becomes the Tag or Group name.

Account Groups in RollWorks are collections of Account Lists used to segment campaigns and reporting. We map the Account Group hierarchy to nested Mailchimp Groups or to a tag prefix convention (e.g., GROUP_NAME-account_list_name) to preserve the hierarchy. The decomposition logic is documented so the customer's admin can maintain it post-migration.

RollWorks Audience Segments are built from RollWorks' own data combined with CRM field filters. We document the segment definition — filter criteria, data sources, and membership logic — and recreate it as a Mailchimp Segment using Mailchimp's segment builder. Mailchimp segments use AND/OR conditions on subscriber fields and tags, so complex RollWorks segment logic may require simplification.

RollWorks writes aggregated advertising engagement data (spend, impressions, clicks, conversions, page views) to a custom Salesforce object linked to Account and Contact records. We extract the aggregated metrics and apply them as Mailchimp member notes or as tags on the corresponding subscriber (e.g., ad_high_spend, high_impressions). This preserves the advertising signal in a format Mailchimp can display, though it is not a native field.

RollWorks pushes deanonymized web visitors (Hot Contacts) to the connected CRM as leads or contacts via workflow actions. We extract the contact records from the CRM that were created or updated by the RollWorks Hot Contact workflow, tag them with a 'hot_contact' label in Mailchimp, and preserve the original RollWorks creation date as a custom date field. This is the only behavioral signal from RollWorks that has a near-equivalent in Mailchimp.

RollWorks campaign structure — campaign names, audience targeting rules, budget allocation — lives in the advertising layer and has no Mailchimp equivalent. We extract the campaign configuration as a structured CSV and deliver it as a written inventory. The customer's team uses this to create corresponding Mailchimp email campaigns if desired. We do not migrate live ad creative, bidding rules, or CPM settings.

RollWorks Account Spike data science scores accounts by engagement spike likelihood. These scores are written to Salesforce or HubSpot widgets. We extract any numeric spike score or engagement tier and apply it as a Mailchimp member note or tag (e.g., spike_tier_3, high_intent). Mailchimp does not have a native intent scoring model, so this signal is preserved as metadata rather than as an active segmentation dimension.

Journey Stages in RollWorks are derived from CRM field values ingested through the Salesforce or HubSpot integration. We extract the stage label and apply it as a tag on the corresponding Mailchimp subscriber. If the customer used custom Salesforce fields for Journey Stages, we map those field values to tags using a lookup table created during scoping. The stage progression logic cannot migrate because Mailchimp automations handle progression differently.