What are AdRoll Workflows
Watch this 3-minute overview of AdRoll Workflows and the four most common use cases.
AdRoll Workflows automates your go-to-market (GTM) strategy by integrating data and insights from the AdRoll ABM platform across connected systems, using a built-in orchestration tool to unify your GTM tech stack.
Leverage AdRoll signals for more targeted, personalized, and coordinated marketing and sales outreach across channels beyond advertising. Launch email campaigns with HubSpot or Marketo directly, or trigger engagement in other channels via updates to CRM with the Workflows orchestration tool.
More detailed guidance can be found in our Workflows Template Library.
A Workflow is an automated sequence of steps defined in the AdRoll ABM platform that takes action on contacts across external platforms. You can use this orchestration tool to configure workflows based on two elements:
- A Trigger: a set of criteria that defines the conditions under which a workflow executes.
- An Action: Operations that can be performed on the contacts that enter a workflow.
Who can access
Access to Workflows depends on your subscription package:
| Your Package | Workflows |
|---|---|
| Account Based Advertising | Not included |
| Account Based Marketing + Advertising | Included |
| Account Based Marketing | Included |
| Starter (Legacy) | Included |
| Standard (Legacy) | Included |
| Professional (Legacy) | Included |
| Ultimate (Legacy) | Included |
| Free Tier | Not included |
In addition to an eligible package, you may need the following:
| Use Case | You will need |
|---|---|
| Launch a Hubspot Workflow based on AdRoll triggers | A HubSpot plan that supports Workflows (Professional or higher), and HubSpot integrated with the AdRoll ABM platform - needed to define your action. |
| Launch Marketo Action based on AdRoll triggers |
Marketo Integrated with the AdRoll ABM platform - needed to define your action. Salesforce or HubSpot Integrated with the AdRoll ABM platform- needed to define your Contact List trigger. |
| Launch Salesforce actions based on AdRoll triggers | Salesforce integrated with the AdRoll ABM platform - needed to define your action. |
| Acquire contacts that don't exist in your CRM | Salesforce or HubSpot integrated with the AdRoll ABM platform - needed to create new Contacts/Lead records in your CRM |
To find your current package, log in to AdRoll ABM and navigate to Settings > Billing > Plans & Usage.
Use Cases
Visit our Workflow Template Library for a list of ready-to-use Workflow templates based on best practices and most common use cases.
Triggers supported
AdRoll Workflows are triggered when a contact enters an Enhanced Contact List. An Enhanced Contact List is a list of contacts and leads from your CRM generated by joining account-level and contact-level data from multiple sources.
The most common use case to create an Enhanced Contact List, is finding in-CRM contacts that are engaging with your ads or website using ad click and page view filters. Other use cases are finding in-CRM contacts at Accounts that are researching your competitors, or your product using Keyword Intent or Bombora Company Surge filters.
If you already have a defined Enhanced Contact list you want to use, you can select it under Create Workflows > Trigger > List Membership.
If you do not have an existing Enhanced Contact List ready, select Custom Criteria, and follow the prompts to enter your desired filter logic to trigger your Workflow.
To create your Trigger criteria you can choose from these data sources available to build Enhanced Contact Lists.
Actions supported
When an AdRoll Workflow is triggered, you will be able to perform the following contact actions:
-
In Salesforce:
- Add Contact/Lead to a Salesforce Campaign
- Update Contact/Lead Record
- Click here to learn more
-
In HubSpot:
- Enroll a contact in a HubSpot Workflow
- Update a HubSpot Contact Field
- Click here to learn more
-
Marketo:
- Add Contact to a Smart List
- Add Contact to a Smart Campaign
- Click here to learn more
Additionally, you can perform other actions with other platforms, their respective Salesforce/HubSpot integration:
-
Outreach
- Add Contacts to a Sequence
- Create a Task with Contact
-
Salesloft
- Add Contact to a Cadence
- Create a Task with Contact
-
Slack
- Send Message about Contact
-
Notifications via Email
- Send Email about Contact
-
Webhooks
- Send Contact data to an external platform
AdRoll Workflows FAQ
Can I Save a Workflow Draft?
Yes, learn more here about how to save a Workflow draft.
Is there a minimum number of contacts required to trigger a workflow?
No. An Enhanced Contact List of any size can be used as your trigger for a workflow, regardless if it has 5 or 500 contacts.
How quickly will contacts be processed by workflows?
Workflows run every 6 hours and can process up to 5,000 contacts per run.
How many Workflows can I create?
Currently, you can create up to 30 Workflows. This limit is a fixed system constraint and cannot be increased. We would, however, like to understand your use case for requiring more than 30. Please reach out to your Customer Success Manager to discuss your requirements.
Can the same contact qualify for the same workflow more than once?
Yes, we offer customization in the Settings of launching a Workflow where you can configure whether a contact cannot re-enter the Workflow in the future or is eligible to re-enter the same Workflow within a specific number of days if a contact qualifies.
Can the same contact qualify for different workflows simultaneously?
Yes.
Can I use the same contact list as the trigger for multiple workflows?
Yes.
How can I see which contacts have been enrolled in a workflow, and the logs of any actions applied to them?
You can see the last 30 days of these events by downloading the 30-day report.
From the Workflows list view, you can turn individual workflows on or off, as well as edit or delete individual workflows:
If you hover over the View Log link under the Total Enrolled column, you can see how many contacts were enrolled in the workflow since its creation. You can also download a CSV file that contains a detailed log of all contacts that qualified for the trigger criteria over the last 30 days, whether the contacts successfully enrolled in the workflow or not, as well as any relevant error messages by clicking the Download 30-day Report link.
This report can be useful for troubleshooting purposes in conjunction with audit log functionality in destination platforms.
How can I see the last time a contact was enrolled in any workflow?
Workflows section includes a column that will provide you with information on how many contacts were enrolled in the last 7 days.
Can we update the Workflow Settings once the Workflow is launched?
Yes, you can edit the Workflow, and update the existing triggers once launched. You may also update the Enrollment Schedule for your Workflow by going to the Settings tab within your Workflow.
How to exclude your employees or competitors from workflows?
Depending on the type of Workflow you can choose from the options below:
For Workflows to act on existing CRM contacts, add a filter to your Trigger criteria using Company Attributes Domain [not equal to] the list of domains you wish to exclude.
For Workflows to acquire new contacts/accounts, use General Exclusions Smart filters or upload a CSV file with a list of domains you wish to exclude.
Can my teammates access Workflows?
Workflows are shared between all account users in your instance - there are no private workflows.
Click here to learn how to add and manage your users.