RollWorks Workflows Template Library

The RollWorks Workflows Template Library is home to recommended use cases implemented by RollWorks customers, but users are not limited to just these templates when using RollWorks. They have the flexibility to build any workflow from scratch.

Click the name of the templates below to jump to them and learn the use case, what is required to implement, workflow configuration steps, and best practices:

  1. Hand Off Contacts to Sales
  2. Nurture Contacts with Marketing Emails
  3. Nurture Contacts with Direct Mail
  4. Trigger Sales Engagement Sequences

 

Template 1: Hand Off Hot Contacts to Sales

The use case

Get credit towards your lead goals by handing off contacts that RollWorks is able to deanonymize as engaging with your website or ads prior to conversion at the right accounts to your sales team.

   What is the definition of Hot Contact?

We define a Hot Contact as a contact in your CRM that has recently engaged with your website or your ads (at least 1 ad click or 1 page view in the last 30 days). This is our most basic definition, but you can customize it by applying your own unique logic using these filters. Learn more about creating your own Hot Contact list here.

 

What’s required to implement

    • A paid RollWorks subscription: Starter, Standard, Professional, and Ultimate.
    • Ensure the Pixel is installed and firing on all your website pages.
    • Additional requirements based on the actions you want to trigger:
To trigger this action You will need
Workflows in Hubspot A HubSpot plan that supports Workflows (Professional or higher), and HubSpot integrated with RollWorks
Marketo Actions

Marketo integrated with RollWorks - needed to define your action.

Salesforce or HubSpot Integrated with RollWorks - needed to define your Contact List trigger.

Salesforce Actions Salesforce integrated with RollWorks - needed to define your action.

 

How to configure in RollWorks

Watch this 2-minute video to learn how to configure a workflow to hand off hot contacts to sales.

 

  1. Choose the template
    • In the main navigation go to Workflows, or click here to open
    • Select Use Template in the Hand Off Hot Contacts to Sales bar

  2. Select the trigger for your Workflow
    • Hand Off Hot Contacts to Sales will have the following triggers set by default:Screenshot 2023-10-27 at 5.11.33 PM.png
      Attribute Value
      Trigger Rules

      RollWorks Contact Website Activity
      — Page Views >= 1 within the last 30 days

      AND

      RollWorks Company Attributes

      — Company Size = [BLANK]

      — Company Industry = [BLANK]

      OR

      RollWorks Contact Advertising Activity — Ad Clicks >= 1 within the last 30 days

      AND

      RollWorks Company Attributes

      — Company Size = [BLANK]

      — Company Industry = [BLANK]

    • In case you already have an existing Enhanced Contact List created you can switch the trigger to List Membership and select the list you wish to use.Screenshot 2023-10-27 at 5.13.50 PM.png
    • Click Apply
    • When a contact is added to this Enhanced Contact list the workflow will execute and trigger an action. Continue to configure this action.
  3. Select an action for your Workflow
    • For this step, you will need to determine the best way to hand off Hot Contacts to your Sales team. We recommend consulting with your Operations team about which option will work best for you. Some options:
      • Adding contacts/leads to a list in your (MAP) Marketing Automation Platform.
      • Updating a Contact or Lead field in your CRM.
      • Adding the Contact or Lead to a Campaign in your CRM
    • Instructions for actions for each integration can be found here:
      • HubSpot. Click here to learn how to configure RollWorks Workflows using HubSpot Workflows as your action.
      • Marketo. Click here to learn how to configure RollWorks Workflows using the Add Contact to a List or Add Contact to a Smart Campaign actions.
      • Salesforce. Click here to learn how to configure RollWorks Workflows using the Add Contact/Lead to a Campaign or Update Contact/Lead Record actions.
    • The remaining instructions for launching a Workflow are continued in each of the integration guides for each Workflow mentioned above.

 

Best practices

  • Consult with your Operations and Sales team about the best way to automate the handoff of Hot Contacts to your Sales team.
  • Collaborate between Marketing and Sales to get these Hot Contacts accepted as credit towards lead generation goals.
  • Ensure you have the right filters on Hot Contacts for job title, ideal company profile, and not an active customer. Learn more here.

 

Template 2: Nurture Contacts with Marketing Emails

The use case

Use RollWorks’s powerful data at the Account and Contact level to help develop unique audiences that can result in better email engagement metrics and deliver a more personalized prospect or customer experience. We have seen most customers want to use one of the following sets of data to define a trigger:

  1. When Contacts are part of an Account that reaches a specific Journey Stage like Engaged.
  2. When Contacts are part of an Account that demonstrates Intent either through Bombora or Keyword Intent.
  3. When Contacts are deanonymized as engaging with your website or ads.

What’s required to implement

  • A paid RollWorks subscription: Starter, Standard, Professional, and Ultimate.
  • Additional requirements based on the actions you want to configure:
To configure this action You will need
Launch Workflows in Hubspot A HubSpot plan that supports Workflows (Professional or higher), and HubSpot integrated with RollWorks.
Launch Marketo Actions

Marketo integrated with RollWorks - needed to define your action.

Salesforce Integrated with RollWorks OR HubSpot Integrated with RollWorks - needed to define your Contact List trigger.

  • Additional requirements based on the triggers you want to configure:
To configure this trigger You will need
Launch an action when Contacts are part of an Account that reaches a specific Journey Stage like Engaged

Define your Journey Stage logic in RollWorks

Launch an action when Contacts are part of an Account that demonstrates Intent

Select your Bombora Company Surge Intent Topics or your RollWorks Intent Keywords in RollWorks.

Launch an action when Contacts are deanonymized as engaging with your website or ads

You must install the Pixel on your website and ensure it fires in all pages.

You must have at least one Advertising Campaign or Playbook.

 

How to configure in RollWorks

Watch this 2-minute video to learn how to configure a workflow to nurture contacts with Marketing Emails.

 

  1. Choose the template
    • In the main navigation go to Workflows, or click here to open
    • Select Use Template in the Nurture Contacts with Marketing Emails bar

  2. Select the trigger for your Workflow
    • Nurture Contacts with Marketing Emails will have the following triggers set by default:Screenshot 2023-10-27 at 6.07.22 PM.png
      Attribute Value
      Trigger Rules

      RollWorks Contact Website Activity
      — Page Views >= 1 within the last 30 days

      OR

      RollWorks Contact Advertising Activity — Ad Clicks >= 1 within the last 30 days

      OR

      RollWorks Keyword Intent — Intent Level = Very High

      — Intent Signal Recency = Last 90 days

      — Keywords = [BLANK]

      OR

      Bombora Company Surge

      — Intent Level = Very High

      — Intent Signal Recency = Last 90 days

      — Intent Topics = [BLANK]

    • In case you already have an existing Enhanced Contact List created you can switch the trigger to List Membership and select the list you wish to use.Screenshot 2023-10-27 at 5.13.50 PM.png
    • Click Apply
    • When a contact is added to this Enhanced Contact list the workflow will execute and trigger an action. Continue to configure this action.
  3. Select an action for your Workflow
    • For this step, you will need to select the action for your MAP Marketing Automation Platform: HubSpot or Marketo.

    • Instructions for actions for each integration can be found here:

      • HubSpot. Click here to learn how to configure RollWorks Workflows using HubSpot Workflows as your action.

      • Marketo. Click here to learn how to configure RollWorks Workflows using the Add Contact to a List or Add Contact to a Smart Campaign actions.

    • The remaining instructions for launching a Workflow are continued in each of the integration guides for each Workflow mentioned above.

 

Best practices

  • Remember to layer on additional filters in the trigger for the right job title and the right company.
  • For Journey Stages: customize your Journey Stages to meet your business needs.
  • For Intent: We’ve seen customers find success with a variety of intent triggers whether its prospects researching a competitor or prospects researching their product category.

 

Template 3. Nurture Contacts with Direct Mail

The use case

Use RollWorks’s powerful data at the Account and Contact level to help develop unique audiences that can result in better direct mail engagement metrics and deliver a more personalized prospect or customer experience.

We have seen most customers want to use one of the following sets of data to define a trigger:

  1. When Contacts are part of an Account that reaches a specific Journey Stage like Engaged.
  2. When Contacts are part of an Account that demonstrates Intent either through Bombora or Keyword Intent.
  3. When Contacts are deanonymized as engaging with your website or ads.

What’s required to implement

  • A paid RollWorks subscription: Starter, Standard, Professional, and Ultimate.
  • Additional requirements based on the actions you want to configure:
To configure this action You will need
Launch Workflows in Hubspot A HubSpot plan that supports Workflows (Professional or higher), and HubSpot integrated with RollWorks.
Launch Marketo Actions

Marketo integrated with RollWorks - needed to define your action.

Salesforce Integrated with RollWorks OR HubSpot Integrated with RollWorks - needed to define your Contact List trigger.

  • Additional requirements based on the triggers you want to configure:
To configure this trigger You will need
Launch an action when Contacts are part of an Account that reaches a specific Journey Stage like Engaged

Define your Journey Stage logic in RollWorks

Launch an action when Contacts are part of an Account that demonstrates Intent

Select your Bombora Company Surge Intent Topics or your RollWorks Intent Keywords in RollWorks.

Launch an action when Contacts are deanonymized as engaging with your website or ads

You must install the Pixel on your website and ensure it fires in all pages.

You must have at least one Advertising Campaign or Playbook.

 

How to configure in RollWorks

Watch this 2-minute video to learn how to configure a workflow to nurture contacts with Direct Mail.

  1. Choose the template
    • In the main navigation go to Workflows, or click here to open
    • Select Use Template in the Nurture Contacts with Direct Mail bar

  2. Select the trigger for your Workflow
    • Nurture Contacts with Direct Emails will have the following triggers set by default:Screenshot 2023-10-27 at 6.26.25 PM.png
      Attribute Value
      Trigger Rules

      RollWorks Contact Website Activity
      — Page Views >= 1 within the last 30 days

      AND

      RollWorks Company Attributes

      — Company Size = [BLANK]

      — Company Industry = [BLANK]

      OR

      RollWorks Contact Advertising Activity — Ad Clicks >= 1 within the last 30 days

      AND

      RollWorks Company Attributes

      — Company Size = [BLANK]

      — Company Industry = [BLANK]

    • In case you already have an existing Enhanced Contact List created you can switch the trigger to List Membership and select the list you wish to use.Screenshot 2023-10-27 at 5.13.50 PM.png
    • Click Apply
    • When a contact is added to this Enhanced Contact list the workflow will execute and trigger an action. Continue to configure this action.
  3. Select an action for your Workflow
    • For this step, you will need to select the action for how you would like to trigger your Direct Mail platform. We have seen customers use HubSpot, Marketo, or Salesforce.
    • Instructions for actions for each integration can be found here:
      • HubSpot. Click here to learn how to configure RollWorks Workflows using HubSpot Workflows as your action.
      • Marketo. Click here to learn how to configure RollWorks Workflows using the Add Contact to a List or Add Contact to a Smart Campaign actions.
      • Salesforce. Click here to learn how to configure RollWorks Workflows using the Add Contact / Lead to a Campaign or Update Contact / Lead Record actions.
    • The remaining instructions for launching a Workflow are continued in each of the integration guides for each Workflow mentioned above.

 

Best practices

  • Remember to layer on additional filters in the trigger for the right job title and the right company.
  • If using Journey Stages, ensure you customize their definition to meet your business needs.
  • If using intent data, we’ve seen customers find success with a variety of intent triggers whether it's prospects researching a competitor or prospects researching their product category.

 

Template 4: Trigger Sales Engagement Sequences

The use case

Use RollWorks’s powerful data at the Account and Contact level to help develop unique audiences that can help your Sales Development team hit their quota. 

We have most commonly seen customers use this approach when they want to move from notifying Sales of high-priority contacts for a manual review to a more automated approach.

The two most common audiences that we have seen for automating the triggering of Sales Engagement Sequences are Hot Contacts and Intent Data.

  1. Hot Contacts are contact-level deanonymized website visitors or people who are engaging with your ads.
  2. Intent Data refers to the use of RollWorks’s Keyword Intent or Bombora Company Surge Intent capabilities to trigger a Workflow when a company shows interest in your product or category based on their content consumption across the web.

Depending on the solution you use for sales engagement email sequences we recommend:

  • If your Sales team uses HubSpot for email sequences, you can create a RollWorks Workflow that enrolls contacts into a HubSpot Workflow. Inside your HubSpot Workflow, you can define the Sales sequence you want to trigger, as well as add any additional filtering you may see fit.
  • If your Sales team uses Salesforce in combination with Outreach or Salesloft, you can use RollWorks Workflows to change or update a Contact, Lead, or Campaign object in Salesforce. Then you can set up a trigger in Salesforce that automatically handles the enrollment into Outreach or Salesloft.

 

What’s required to implement

  • A paid RollWorks subscription: Starter, Standard, Professional, and Ultimate.
  • Additional requirements based on the actions you want to configure:
To configure this action You will need
Launch Workflows in Hubspot A HubSpot plan that supports Workflows (Professional or higher), and HubSpot integrated with RollWorks.
Launch Salesforce Actions Salesforce integrated with RollWorks - needed to define your action.
  • Additional requirements based on the triggers you want to configure:
To configure this trigger You will need
Launch an action when Contacts are part of an Account that demonstrates Intent

Select your Bombora Company Surge Intent Topics or your RollWorks Intent Keywords in RollWorks.

Launch an action when Contacts are deanonymized as engaging with your website or ads

You must install the Pixel on your website and ensure it fires in all pages.

You must have at least one Advertising Campaign or Playbook.

HubSpot Sales Engagement Sequences via HubSpot Workflows The Enterprise version of the HubSpot Sales Hub package and HubSpot integrated with RollWorks.
Outreach Sequences Outreach connected into Salesforce with the capability to trigger Sequences and Salesforce integrated with RollWorks.
Salesloft Cadences Salesloft connected into Salesforce with the capability to trigger Cadences and Salesforce integrated with RollWorks.

 

How to configure in RollWorks

Watch this 2-minute video to learn how to configure a workflow to Trigger Sales Engagement Sequences.

  1. Choose the template
    • In the main navigation go to Workflows, or click here to open
    • Select Use Template in the Add Contacts to a Sales Email Sequence bar

  2. Select the trigger for your Workflow
    • Add Contacts to a Sales Email Sequence will have the following triggers set by default:Screenshot 2023-10-27 at 7.03.18 PM.png
      Attribute Value
      Trigger Rules

      RollWorks Contact Website Activity
      — Page Views >= 1 within the last 30 days

      OR

      RollWorks Contact Advertising Activity — Ad Clicks >= 1 within the last 30 days

      OR

      RollWorks Keyword Intent — Intent Level = Very High

      — Intent Signal Recency = Last 90 days

      — Keywords = [BLANK]

      OR

      Bombora Company Surge

      — Intent Level = Very High

      — Intent Signal Recency = Last 90 days

      — Intent Topics = [BLANK]

    • In case you already have an existing Enhanced Contact List created you can switch the trigger to List Membership and select the list you wish to use.Screenshot 2023-10-27 at 5.13.50 PM.png
    • Click Apply
    • When a contact is added to this Enhanced Contact list the workflow will execute and trigger an action. Continue to configure this action.
  3. Select an action for your Workflow
    • For this step, you will need to select the action for how you would like to trigger your Direct Mail platform. We have seen customers use HubSpot, Marketo, or Salesforce.
    • Instructions for actions for each integration can be found here:
      • HubSpot. Click here to learn how to configure RollWorks Workflows using HubSpot Workflows as your action.
        • Instructions for enrolling contacts into HubSpot Sales Engagement Sequences via HubSpot Workflows can be found here.
      • Salesforce. Click here to learn how to configure RollWorks Workflows using the Add Contact / Lead to a Campaign or Update Contact / Lead Record actions.
        • To trigger the enrollment of an Outreach Prospect into an Outreach Sequence, you will need to define an Outreach Trigger based on a Prospect Update. This article provides additional guidance on how to create an Outreach Trigger based on custom fields being synced over from Salesforce. This article provides an introduction to custom fields in Outreach.
        • To trigger the enrollment of a Salesloft Person into a Salesloft Cadence, you will need to define a Salesloft Automation Rule Trigger based on a change to the Salesloft Person as explained in this article. You will need to determine which field you’re updating in Salesforce to then use in the Salesloft Automation Rule Trigger. Salesloft admins can see instructions for how to configure the syncing of their Salesforce to the Salesloft Person object here.
    • The remaining instructions for launching a Workflow are continued in each of the integration guides for each Workflow mentioned above.

 

Other Use Cases

Supercharge lead volume with Hot Contacts

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