Contact Discovery

What is Contact Discovery?

Contact Discovery is a dynamic feature leveraging RollWorks Workflows designed to refine your marketing strategy by uncovering new contacts within accounts that exhibit buying signals.

Contact Discovery enables your marketing team to comprehensively identify and engage members of the buying committee in target accounts, ensuring a full-spectrum approach to customer interaction. 

Your marketing team will be able to collaborate with sales teams more effectively than ever before by enriching their pipeline with contacts from the most relevant accounts, thereby enhancing the effectiveness of sales efforts.

Key Features:

  • Expansive Database Access: Explore an extensive database of more than 98 million US contacts to discover valuable contacts beyond those in your existing CRM.
  • Intuitive Integration: Effortlessly incorporate new contacts into your CRM system with minimal clicks, enhancing workflow efficiency.
  • Customizable Search Parameters: Use adjustable account and contact filters to acquire contacts based on your most crucial criteria, guaranteeing that you connect with the ideal prospects every time.


 Contact Discovery data is available for US contacts only

Contact Discovery data is available for contacts living within the US while their company HQ can be located anywhere in the world.


Credit usage

For each contact purchased by your Contact Discovery Workflow you will utilize 1 credit. The Contact Discovery Workflow will continue to consume credits from your annual quota as the Workflow operates and discovers new contacts.


Who can access

RollWorks Contact Discovery is available depending on your active subscription package:

Your Package Contact Discovery Workflows
Standard Advertising Not included
Advanced Advertising Not included
ABM Included
ABM with Advanced Advertising Included
Starter (Legacy) Included
Standard (Legacy) Included
Professional (Legacy) Included
Ultimate (Legacy) Included
Free Tier Not included

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.


How to set up a Contact Discovery Workflow

At a high level the Contact Discovery purchase process requires the following set up: 

  • Create a new Workflow to acquire new contacts.
  • Filter for Accounts to define which companies you want to purchase Contacts from.
  • Filter for Contacts to define the types of contacts you want to purchase from the Accounts by using filters like job title, seniority, and others matching your buying committee.
  • Push new contacts to your CRM, decide whether new acquired contacts should be added as Leads or Contacts to your CRM, and if new Account records should be created.

Continue reading this article and follow the step-by-step instructions to configure and turn on a Contact Discovery Workflow.


Step 1. Create a new Workflow

  • Log in to RollWorks and go to the Workflows section, which is accessible via the main navigation menu.
  • Click the Create Workflow button in the upper-right corner.

Screenshot 2023-07-26 at 4.04.30 PM.png

  • Choose one of the following options:
    1. [RECOMMENDED] Templates > Acquire New Contacts if you want to use our ready-to-use workflow with pre-defined trigger and action criteria. With this option you can fully modify the trigger and action to make it your own.
    2. Start from scratch > Acquire New Contacts / Accounts if you are familiar with RollWorks Workflows and would like to start from a blank workflow on your own.


Step 2. Define your Account Trigger criteria

Start from Scratch

If you create this Workflow using 'Start from Scratch' you will have to define your account trigger criteria from a blank slate. As a reminder, the account trigger criteria you select in this step will be used to select the accounts from which you wish to acquire new contacts. 

Acquire New Contacts Template
If you create this Workflow using the 'Acquire New Contacts' template, a predefined trigger criteria based on RollWorks’ best practices will appear, selecting accounts in the pre-Opportunity stage within your Journey Stage configuration in RollWorks.

You can use this predefined trigger as is or modify it to meet your needs. You have the option to add Account Attributes to the trigger criteria to narrow down the out accounts from which you wish to acquire new contacts.

For Contact Discovery Workflows, these data sources are supported as trigger criteria: 

Data Category Data Type
RollWorks Account Attributes
Salesforce fields
  • Salesforce Account fields
  • Salesforce Account Activity fields
  • Salesforce Opportunity fields
HubSpot properties
  • HubSpot Company properties
  • HubSpot Company Engagement properties
  • HubSpot Deal properties
  • Marketo Account Activity

You can also utilize Smart Filters and Exclusions to only consider accounts not in your CRM, accounts with no marketing or sales activity, and exclude current customers, competitors, and coworkers.

While setting up the filters, you have the ability to Preview results to see the list of accounts that meet your criteria as of today. Use this preview to review your selected accounts and make any changes to your criteria if needed. Please note that the Workflow continues enrolling accounts based on this trigger criteria once the Workflow is turned on.

After configuring your trigger criteria and reviewing your results in the preview, click Apply to proceed


Step 3. Select the Action

Select the Acquire New Contacts action and click Apply to proceed.

Step 4. Set a max number of discovered contacts per account

To help you distribute your Contact Discovery credits across different accounts, you can set a limit on the maximum number of contacts that can be purchased per account through this Workflow. By default, this limit is set at 20 contacts per account; however, you can modify this number based on your needs. This limit will remain in effect for the entire duration that the workflow is active, but you can revisit and adjust this limit at any time if you decide to allow more contacts.

If an account is Re-enrolled in the Workflow this limit continues to hold. For example, if you set up this limit at 20 contacts/account and we discover 5 contacts for it, then next time the account re-enrolls in the workflow we can discover up to 15 more contacts for it. After reaching the contacts/account limit, we won’t discover more contacts for this account, even if the account continues to re-enroll in the Workflow. If you wish you can increase the limit to discover more contacts per account.


Step 5. Select the Contact Filter criteria

 This step is strongly recommended

Applying Contact Filters is not required to turn on your Contact Discovery Workflow but it is strongly recommended, so that you can optimize your Contact Discovery credit allotment by acquiring contacts that fit your buying committee criteria.

Your Default CRM (as identified within Integration Settings in your RollWorks account) will be used to check whether the contact already exists in your CRM.

We will compare the email address field from your CRM against both business email and personal email fields within the RollWorks contact database to confirm this contact does not already exist in your CRM. This check applies to both contact and lead objects.

The resulting contacts surfaced here will include both new contacts for existing accounts as well as new contacts for accounts that matched your trigger criteria but don’t exist in your CRM. 

For Contact Discovery Workflows, only these data sources are supported as a contact filter criteria: Job Title, Seniority and Location.

Job Title filters

After typing a job title and pressing enter in your keyboard or clicking outside the field, the Job Title will appear as a label.

  • You can type any job title, using one or multiple words with spaces if needed.
  • You should type at least 3 characters so we can find meaningful results.
  • Job titles are not case sensitive.
  • If you enter multiple job titles we will apply an OR condition between them.
  • We will return any contacts containing the job title entered, for example, if you enter “demand generation”, we will match with any of the job titles below:
      • Head of Demand Generation”
      • “Senior Manager Demand Generation”
      • “Demand Generation Manager”
      • “Director of Demand Generation”
Seniority Filters
You can select one or more options from this list to match the seniority of your buying committee:
  • C-Level
  • VP-Level
  • Director
  • Manager
  • Non-Manager

Location filters

You can select one more option from the list of US States available. If you don't select anything, we will include contacts in all US States.

Contact Info filters

You can opt in to acquire only contacts with a mobile or direct number.

  • Mobile number refers to a cell phone uniquely associated with this person, regardless of business or personal association.
  • Direct number refers to either a business mobile or a business landline for this person.

After setting up your Contact Filters, you can Preview Filtered Contacts and make changes to the filters if needed. This preview is a representation of the contacts you would purchase when activating the Workflow. 

When you have confirmed all your criteria are set up correctly, click Apply to proceed. 


Step 5. Select the Record Type

In this step you will choose how to create new records in your CRM for your newly acquired contacts and accounts. The options available to you will vary depending on your default CRM.

If your Default CRM is Salesforce

If your Default CRM is Salesforce you can choose one of the following options:

  • Record Type = Contact and Account
    • Acquired Contacts will be created as Salesforce Contacts.
    • When new contacts are created, they will be linked to associated accounts in Salesforce.
    • If an account does not exist in Salesforce, a new account record will be created, and the new contacts will be associated with it.
  • Record Type = Lead and Account:
    • Acquired Contacts will be created as Salesforce Leads.
    • If an account matching your trigger criteria does not exist in Salesforce, a new account record will be created.
  • Record Type = Contact:
    • Acquired Contacts will be created as Salesforce Contacts only for existing Salesforce Accounts.
    • No new Salesforce Accounts are created.
  • Record Type = Lead:
    • Acquired Contacts will be created as Salesforce Leads regardless if the Account does not exist in Salesforce.
    • No new Salesforce Accounts are created.

If your Default CRM is HubSpot

If your Default CRM is HubSpot you can choose one of the following options:

  • Record Type = Contact and Account:
    • Acquired Contacts will be created as HubSpot Contacts.
    • When new contacts are created, they will be linked to associated companies in HubSpot.
    • If a company does not exist in HubSpot, a new account record will be created, and the new contacts will be associated with it.
  • Record Type = Contact:
    • Acquired Contacts will be created as HubSpot Contacts records only for existing HubSpot company records. 
    • No new Company records are created. 

Whenever we create contacts in HubSpot, they will be set as a non-marketing contact. Contacts marked as non-marketing contact in HubSpot will not add any usage fee on HubSpot. 


Step 6. Verify your Contact/Lead Field Mapping

In this step we recommend confirming that the existing Contact, Lead field mapping between RollWorks and your CRM is correct. Contact Field mapping is a critical step to determine how contact data from RollWorks is written into your CRM, ensuring that data flows smoothly and accurately between the two platforms.

If your Default CRM is Salesforce:

If your Default CRM is HubSpot:


Step 7. Configure Enrollment Settings & Turn Workflow On

You will be prompted to continue to Workflow Settings to configure the following:

  • Enter a Workflow Name. We recommend giving your workflow a descriptive name that summarizes who it is targeting and what actions it will be triggering, for example “Contact Discovery”.

  • Under Enrollment of Accounts that Currently Match the Criteria, you can preview the accounts that currently meet the trigger criteria: 


  • Re-enrollment: Under re-enrollment, you can define whether you want the accounts that meet the trigger conditions to never be able to re-enter this Workflow or to be able to re-enter the Workflow after a specific number of days.

  • Turn Workflow On after reviewing your Workflow Settings carefully:
    • Clicking Turn Workflow On will save it and immediately activate it. You will then be redirected to the Workflows list view.
    • After clicking Turn Workflow On, if the number of eligible accounts is larger than 5,000 accounts, they will be processed in batches of 5,000 every 6 hours.


Manage an existing Contact Discovery Workflow

From the Workflows list view, you can turn individual workflows on or off, as well as edit or delete individual workflows.

When saving an existing workflow, it will maintain its existing status (Off workflows will remain Off; On workflows will remain On).


View which contacts are enrolled in a Workflow

  • Navigate to the main Workflows list view.
  • Hover over the View Log link under the Total Enrolled column, here you can see how many accounts were enrolled in the Workflow since its creation. 
  • Click Download 30-day Report to export a CSV file.

The CSV file contains a detailed log of all accounts and contacts that qualified for the trigger criteria over the last 30 days, whether the accounts successfully enrolled in the Workflow or not, how many contacts were redeemed, how many credits were used and display any relevant error messages.


Contact Discovery FAQs

How does RollWorks procure these contacts?

RollWorks collaborates with several trusted vetted third party data providers to source our B2B contacts, giving you access to over 98 million US contacts. Contact data is available for US contacts with home/office addresses in the US, while their company HQ can be based anywhere in the world.


How much does it cost?

Each contact is equivalent to one credit. Pricing information for purchasing contacts will be announced at a later date.


How do I ensure that I don’t purchase the same contact twice?

We check that a contact/lead with the same email address does not exist in your CRM before creating a new contact/lead. To complete this check we consider the default email field in your contact/leads records.


Can I enrich my existing contacts by purchasing partial contact information?

Enriching your existing CRM contacts with partial contact data is not available. If you are interested in updating your existing CRM contact with the latest contact information, please reach out to your Customer Success Manager so that we can track your interest and specific use case. 

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