Contact List Builder: Create a list of First-Party Data Hot Contacts

What are First-Party Data Hot Contacts

First-Party Data Hot Contacts are people that exist in your CRM/MAP and are exhibiting in-market signals with your brand, they are hand raisers that should be acted on quickly by your Sales Team. Leveraging First Party Hot Contacts enables you to increase your sales pipeline and help close deals faster by identifying more high-fit leads without having to rely on form fills. With First-Party Hot Contacts, you can:

• Hit lead targets and boost pipeline by capturing and delivering more high-fit leads to Sales. 
• Identify high-intent contacts that exhibit buying signals by deanonymizing website visits and ad clicks.
• Drive marketing impact by accelerating the sales cycle and improving lead-to-win rate by providing sellers with leads that have a high propensity to buy.
• Lower customer acquisition cost and increase efficiency by capturing more potential buyers with less effort and investment.

This capability allows you to use Enhanced Contact Lists filters to build customized lists of known contacts engaging with your website or with your ads. 

We can deanonymize web and advertising activity without a form fill – perfect if your team purchases contact information from a vendor or frequently manually uploads lists of contacts/leads into Salesforce, HubSpot or Marketo.

There are 2 steps for us to deanonymize First-Party Data Hot Contacts:

1. The first step is to identify the user. We consider many data points, including device, IP, and cookie information, to identify users engaging with our customers' sites and ads who have not self-identified.
2. Secondly, we reference your CRM/MAP, and if the contact already exists there, we can deanonymize their behavior without a form fill. Therefore, AdRoll’s real deanonymization rate is very high if you have a large pool of known contacts in your CRM/MAP. In addition, this step makes the process legally compliant.

After these two steps, the resulting contacts are deanonymized and shown to you in the AdRoll ABM platform.

You can customize the default definition of First-Party Data Hot Contacts to match your business and objectives! Read on to learn how.

Marketing Use Cases

Below are the most common marketing use cases for First-Party Data Hot Contacts.

• Achieve your MQL, pipeline, or revenue goals. Close the gap to the goal by identifying and engaging previously invisible, high-fit contacts with marketing or sales plays. 
• Help your Sales team close more deals faster. Provide high-fit leads so they can target engaged buyers with customized outreach, speed up the sales cycle, and win more deals.

Who can access

First-Party Data Hot Contacts are available to our customers with any paid package, however the type of Website Activity Data used to define your First-Party Data Hot Contacts logic depends on your package:

To find your current package, log in to AdRoll ABM and navigate to Settings > Billing > Plans & Usage.

How to access

There are two ways in which you are able to access First-Party Data Hot Contacts. Jump to the sections below to learn about them:

1. [RECOMMENDED] Dynamically hand off First-Party Data Hot Contacts to your Sales team using workflows. Jump to this article to learn how to launch a workflow.
2. Export your list of First-Party Data Hot Contacts to CSV and manually share with your Sales team.

How to create a list of First-Party Data Hot Contacts

Before you start

• Ensure the Pixel is installed. We recommend running the pixel for at least 2-3 weeks before creating a Hot Contacts list.
• At a minimum ensure HubSpot or Salesforce are integrated with your AdRoll ABM account:
  • • Connect Salesforce to AdRoll ABM.
    • Connect HubSpot to AdRoll ABM.
• Optionally, connect Marketo to AdRoll ABM.

Watch this 5-minute video or continue reading to learn how to create your own Hot Contacts list in the AdRoll ABM platform:

Step 1: Navigate to Quick Actions on the Home Page 

• Click here to navigate to Home.
• Under the Quick Actions, click Create Contact List.

Step 2: Name your Contact List

• Type your desired List Name to label this new contact list.
• Use a naming convention that will help you identify this contact list later when you have multiple contact lists to select from in your campaigns and workflows.

Step 3: Customize the filters to create your own Contact List logic

The Contact List logic will be pre-populated with the following criteria:

In addition to the default criteria above, you will likely want to layer on additional criteria before you export this Hot Contacts list to CSV and share it with your sales team.

We recommend adding you should add additional filters that accomplish the following:

• Exclude contacts Sales already knows about, including:
  • Contacts that have filled out a form.
  • Contacts associated with an Open Opportunity.
• Exclude existing customers.
• Layer on fit attributes such as Job Title, Company Industry, and Company Size.
• Exclude coworkers, competitors, and partners.
• Optional: Filter by URL visited.
• Click here to see all the filters available to customize your Hot Contact list.

Since most contacts in the list will meet the Contact Website Activity* criteria rather than the Contact Advertising Activity criteria, start by applying filters in that block.

*Website Activity Page Views are limited to ad-driven page views only in certain packages. Read this section to learn more.

Expand the sections below to learn how to add these additional filters:

How to exclude contacts that have filled out a form

In most cases, you will need to add either a HubSpot, Salesforce or Marketo Contact/Lead filter to exclude contacts that have submitted a form fill on your website. How this is tracked is unique to your company, so reach out to your CRM/MAP administrator if you are unsure which fields are used to track form fills at your company. Please note that the examples below may not reflect how form fills are tracked at your organization.

Example: Filter by Form Submissions in HubSpot

If your team uses Marketo, you can also exclude form fills by taking advantage of the Fill Out Form filter.

Example: Filter by Fill Out Form in Marketo

How to exclude contacts associated with an Open Opportunity/Deal

To exclude contacts that are already being worked by Sales, you may use Salesforce Opportunities, HubSpot Deals, or the Journey Stages that track your Open Opportunities/Deals.

Example: Filter by Journey Stage

By default, the Journey Stages that do not correspond to Open or Closed opportunities are Unaware, Aware, and Engaged. Journey Stages are customizable; therefore, you may see different Journey Stage names in your own account. Learn more about Journey Stages.

Using Journey Stages will only show contacts that belong to an account list

Journey Stages is only available for accounts that belong to an account on any of your account lists. If you’d like to include Hot Contacts that do not belong to an account on an account list, you should filter by Opportunity/Deal instead.

 

Example: Filter by Opportunity Stage/Status

 

Depending on your CRM, you may have different custom fields and values that indicate if an opportunity is open. Consult with your Ops team or CRM admin to use the most appropriate fields and values.

How to exclude existing customers

If you have a field dedicated to this purpose on the Salesforce Account object or the HubSpot Company object, that would be the best option.

Absent that, you can filter by Opportunity/Deal Stages to exclude Closed/Won accounts:

Example: Filter by Opportunity Stage/Status

Depending on your CRM, you may have a custom field that determines if an account is an existing customer. Consult with your CRM admin to use the best field in your CRM that determines if an account is already a customer.

Example: Filter by Account custom fields

How to layer fit attributes such as Job Title, Company Size, or Industry

To ensure you are surfacing high-fit contacts, add Industry, Company Size, and Job Title criteria. Industry and Company Size can be added via AdRoll Company Attributes or CRM Account Attributes. Since it is common to have incomplete data in CRM, AdRoll Company Attributes would be the better choice in most cases.

Layer on enough criteria to ensure an adequate level of fit, but not so many criteria that you end up with too low of a number of contacts.

Example: filter by Job Title, Industry, and Size

How to exclude competitors, coworkers, and partners

General Exclusions are not automatically applied to Enhanced Contact Lists, so in order to filter out coworkers, competitors, and partners, you must add exclusions in your filter logic manually.

The best way to do this is to add the AdRoll Company Attributes filter called Domain, where you add an ≠ operator and select all of the domains that apply to your coworkers, competitors, and partners. This will ensure that these contacts are filtered out, even if properties such as Company Name are not populated for those records in your CRM.

How to filter by URL visited

You can add a Page Views Filter for URL Visited to exclude visits to certain areas of your website, such as the Careers page.

To do so, locate and click the Contact Website Activity* rule, then click Add Contact Website Activity Filters and select the option Page Views. Then click Add Page Views Filter and select the URL Visited option.

You can click the “=” button next to any field to change the rule from “ = equals” to “≠ does not equal” and then look for URLs that correspond to what you’d consider to be low-value pages.

*Website Activity Page Views are limited to ad-driven page views only in certain packages. Read this section to learn more.

Example: excluding the careers page

Example: include pricing page views

 

Step 4: Optionally, add your filters in each OR block

For the most accurate results, ensure that all relevant filters are applied to both Contact Advertising Activity and Contact Website Activity*. To do this, you will need to replicate the filters in each OR block. 

*Website Activity Page Views are limited to ad-driven page views only in certain packages. Read this section to learn more.

Step 5: Save the list and export the CSV

Once you’ve completed the steps above, save the list.

To share this list with Sales, export it to CSV just as you would export any other contact list.

Then, Sales can use the Contacts Tab in the Sales insights widget to learn more about their recent activity, including which campaigns they engaged with or which website URLs they visited.

Data included in CSV Export

After completing the steps in this article to customize your own Hot Contact logic, navigate to the Home page > Quick actions > Export CSV.

The CSV file will include the following data columns:

That will take you to the Workflow builder with the already preselected Custom Criteria to include your Hot Contacts. To learn more about available Workflows templates, go to this article.