Onboarding: How to Effectively Measure your ABM program

Now that you have launched your ABM playbooks and campaigns it's time to measure the performance and business impact of your programs using the following RollWorks features and reports.

RollWorks Insights features

Feature Name Description Resources
Journey Stages Track account progression in your Account Lists through their buying journey from unaware to deal closed won. Journey Stages guide
Playbook Summary Guide Understand account-based metrics such as Accounts Reached, Accounts Visited, Account Engaged, and the number of unique visitors/page views in the Campaigns and Playbooks tab.  Measuring Playbook Performance

 

Campaign Summary Guide

 

Understand efficiency media metrics such as CPM, CTR, and CPC. Campaigns Summary Page Guide

Native RollWorks Reports

Report Name Description Resources
Revenue Impact Report The purpose of the Revenue Impact report is to help you understand, measure and articulate to your business how RollWorks account-based advertising helps your company generate revenue and improve your business outcomes and efficiency.  Revenue Impact Report

RollWorks Advertising Engagement Report

The RollWorks Advertising Engagement Report measures the impact of your Account-Based strategy across multiple advertising and revenue performance metrics. This report aggregates data from your Website Campaigns, Website Playbooks, and LinkedIn Campaigns launched in RollWorks.  Understand your RollWorks Advertising Engagement Report
Scheduled Reports Scheduled Reports are customizable reporting templates, inclusive of a variety of metrics, that can be exported on-demand or can be scheduled to be emailed to different users on a regular basis. This includes the following reports: Scheduled Reports

Salesforce Reports

Out-of-the-box reports 

The integration with Salesforce will sync advertising and identification RollWorks data to Salesforce on a daily basis. Upon the initial installation, 4 out-of-the-box reports will be automatically created for you. We suggest that you start by getting familiar with these default reports before you start customizing them or creating your own.

Your CRM Admin must share these reports with your team

The folder called RollWorks Custom Reports must first be shared with you and your team by your Salesforce Admin before your team members can view and access these RollWorks reports in Salesforce.

Report Name Description  Resources
Account Summary Report

View a list of existing Salesforce accounts grouped by Account Owner with their corresponding RollWorks advertising metrics:

  • Advertising Spend
  • Clicks
  • Click Conversion (CTC)
  • Impressions
  • Page Views
  • View Conversions (VTC)
  • Look Back Days

Account Summary Report

Contact Summary Report View a list of existing Salesforce contacts grouped by Account Owner with their corresponding RollWorks advertising metrics:
  • Impressions
  • Clicks
  • Click Conversion (CTC)
  • View Conversions (VTC)
  • Impression Costs

Contact Summary Report 


Lead Summary Report

View a list of existing Salesforce leads grouped by Account Owner with their corresponding RollWorks advertising metrics:

  • Impressions
  • Clicks
  • Click Conversion (CTC)
  • View Conversions (VTC)
  • Impression Costs

Lead Summary Report 


Account Spike Report

View a list of Accounts spiking grouped by Account Owner including Account Name, Spike Level, Account last activity, Spike Score Reason, and Last Spike timestamp. 

Account Spike Report 

Warning: This report requires completing the Sales Insights initial integration and seat assignment.

Build your own custom reports

If you need more customizations outside of the out-of-the-box contact your CRM administrator to create customized reports and dashboards using RollWorks Data

Share the resources below with your CRM admin to build your own reports:

Resource Description How to
Build Salesforce custom reports

You can build your own standard reports from scratch using the RollWorks custom objects and fields. You must contact your CRM administrator to create custom reports using joined reports or writing data from custom objects to your standard objects.

Customized Reports
What RollWorks data is available in Salesforce custom objects

RollWorks will automatically create custom objects and custom fields in your Salesforce instance to write advertising and identification data. 

The custom objects and custom fields containing RollWorks data are linked directly to your AccountContact, and Lead records in Salesforce.

RollWorks data available in Salesforce custom objects
How to expose 'RollWorks Account Data' custom object data in your Salesforce Standard Account records

RollWorks will automatically create custom objects to sync data, alternatively, your CRM admin may prefer to bring over certain custom fields directly into the Stamdard Account object to allow for more flexible reporting capabilities.

Help Center guide

HubSpot Reports

The integration with HubSpot enables you to view advertising performance and ad-influenced revenue directly in HubSpot to measure the impact of your ABM program.

You will have the ability to create reports and dashboards in HubSpot using our step-by-step instructions or your own requirements. This article includes all RollWorks data fields synced to HubSpot properties.

Your CRM Admin must create reports from scratch

Upon completing the HubSpot integration with RollWorks, reports and dashboards are not automatically created. Contact your CRM administrator to create and share the reports in this article with your team.

Dashboards recommended Reports recommended How to use them
RollWorks Account Engagement Dashboard
  • Count of Companies by Account List
  • Count of Companies by Journey Stage 
  • Count of Companies by ICP Fit Grade
  • Number of Deals by Account List
  • Number of Deals by Fit Grade
  • Number of Deals by Active Campaign
  • Number of Deals by Journey Stage

Use RollWorks data to understand how the Companies in your HubSpot CRM are engaging with your site, and your ads. Understand how Companies are progressing down the funnel with Journey Stages and how they fit your Ideal Customer Profile.

Learn how to create this dashboard here.

RollWorks Revenue Impact Dashboard
  • Impressions + Conversions per Account List & Campaign

  • Impressions + Conversions per Account List and Fit Grade

  • Report: Spend + Conversions per Campaign and Fit Grade

  • Report: Total Companies per Campaign by Fit Grade

  • Companies needed attention
  • Report: Last 90 days Impressions across Pipeline and Journey Stage

  • Report: Conversions per Deal Stage & Journey Stage

  • Report: Spend vs Revenue per Deal Stage

Use RollWorks data to understand how your paid media spend is driving your sales pipeline. See the number of ad impressions served for each Deal stage of your sales pipeline, and understand what pipeline conversions have helped drive closed Won deals.

Learn how to create this dashboard here.

RollWorks Account Spike Dashboard
  • Lists of Spiking Accounts
  • Report: Spiking Companies per Account List

  • Report: Spiking Companies per Campaign

  • Report: Spiking Companies per Journey Stage

  • Report: Spike across pipeline Deal Stages

See what Companies are showing the highest web engagement, or as we call it: Spike.

“Spike Level” will rank the level of engagement shown by the Company (High🔥🔥🔥, Medium🔥🔥, or Low🔥).

 “Spike Date” will let you know when the engagement occurred.

 “Last Spike has Matched Contacts” will indicate if RollWorks has been able to de-anonymize the visitor against your Contacts.

Learn how to create this dashboard here.

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