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. You will be able to acquire new unknown contacts that do not currently exist in your CRM and match your specified criteria.
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.
Marketing and Sales teams can collaborate more effectively by enriching your revenue pipeline with contacts from the most relevant accounts, enhancing the effectiveness of marketing and sales efforts.
Key Features:
- Expansive Database Access: Explore an extensive database of more than 98 million US contacts beyond those existing in your CRM.
- Intuitive Integration: Effortlessly incorporate new contacts into your CRM with an automated workflow and minimal clicks.
- 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.
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
Contacts Discovered credits are an annual quota that expire at the of your contract date. For each contact redeemed you will utilize 1 credit. Your Contact Discovery Workflow will continue to consume credits from your annual quota as the Workflow operates and discovers new contacts.
You can purchase additional additional Contacts Discovered credits at any time during your contract term. Any additional Contact Discovered credits purchased during your contract term will expire at the end of your contract and do not rollover to the following contract. Please reach out to your dedicated Account Manager if you need assistance.
You can monitor your Contacts Discovered credit usage through the Plan & Usage page under Settings. Click here to open the Plan & Usage page in the RollWorks App.
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.
Contact Discovery Workflow Configuration
At a high level configuring a Contact Discovery workflow requires the following set up:
- Start a new Workflow to acquire new contacts.
- Add Account filters to define which companies you want to purchase contacts from.
- Add Contact filters to define the types of contacts you want to purchase (i.e. job title, seniority, must have phone number, etc).
- Push contacts to your CRM, decide whether new acquired contacts should be created as Leads or Contact records to your CRM, if new Account records should be created, and which CRM fields should be updated.
Each block requires selecting multiple filters and settings. Continue reading this article and follow the step-by-step instructions.
Step 1. Create a new Workflow
- Open the Workflows section of the App, which is accessible via the main navigation menu.
- Click the Create Workflow button in the upper-right corner.
Choose one of the following options:
- RECOMMENDED Templates > Acquire New Contacts if you want to use our ready-to-use workflow with pre-defined trigger and action criteria. You can fully modify the trigger and action to make it your own.
- Start from scratch > Acquire New Contacts / Accounts if you are well versed with RollWorks Workflows and would like to start from a blank workflow.
Step 2. Define your Account Trigger criteria
In this step you will define which companies you want to purchase contacts from.
If you created this Workflow using 'Start from Scratch' you will have to define your account trigger criteria from a blank slate using any of the available account filters.
You can modify the account trigger filter to meet your needs. Adding additional Account Attributes using an AND operator will narrow down the accounts from which you wish to acquire new contacts.
Example: select only accounts that are a good fit because they resemble your ICP using ICP Fit Grade A & B.
Example: select only accounts that are assigned to specific Sales Reps.
Below are the available data sources you can choose to define your Account Trigger criteria:
| Data Category | Data Type |
|---|---|
| RollWorks Account Attributes |
|
| Salesforce fields |
|
| HubSpot properties |
|
| Marketo |
|
Additionally you can use Smart Filters & Exclusions as follows:
- Smart Filter > Not in Salesforce/HubSpot: Toggle on if you only want to redeem contacts from accounts that do not exist in your CRM yet.
-
Smart Filter > Not Marketing or Sales Activity: Toggle on if you only want to redeem contacts from accounts lacking Marketing or Sales Activity in the last 30 day.
CRM/MAP Marketing and Sales Activities considered Salesforce We ingest default Salesforce Activity tracked in the Salesforce Activity Timeline. For example, Email Sent, Call, Meeting, Event, Opportunity created, etc.
Additional custom activity based on your own Salesforce customizations may be available.
HubSpot We ingest default HubSpot Activity. For example, Email Sent, Email Reply, Call, Meeting, Deal created, etc. Marketo We ingest default Marketo Activity. For example, Email Sent, Email Opened, Click Link, Form Fill, etc.
Pardot We don't ingest Activity data from Pardot directly. However, we ingest all Activity from Salesforce through the RollWorks<>Salesforce integration.
If your Pardot and Salesforce instances are integrated, RollWorks will ingest Pardot activity via the RollWorks<>Salesforce integration.
- RECOMMENDED General Exclusions: Exclude current customers, competitors, or coworkers, based on your existing General Exclusions settings.
While setting up the filters, you have the ability to preview results to see the 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 you are done configuring your Account Trigger criteria and previewing your account, don't forget to click Apply to save your changes.
Step 3. Select the Action
Select the Acquire New Contacts action and click Apply to proceed.
Step 4. Set max number of contacts per company
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 redeemed contacts per company; however, you can modify this number based on your needs. The limit you set 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 this company re-enrolls in the workflow we can discover up to 15 more contacts for it. After reaching the maximum contacts per company 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.
Contact prioritization logic
If more than the max contacts per account limit match the criteria, RollWorks will apply an internal Confidence Grade to each contact that reflects the likelihood that the contact currently works at the company. We will prioritize by Confidence Grade first, and Seniority second, ensuring your credits are used on the best contacts first.
Step 5. Select the Contact Filter criteria
Optimize your Discovery Credits
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.
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”
-
- C-Level
- VP-Level
- Director
- Manager
- Non-Manager
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.
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 we recommend 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.
- Review a few LinkedIn profiles to validate the accuracy of the contacts matching your criteria.
- Under the column Contact Info review if an Email, Mobile Number or Direct number is available. If you need only contacts with a phone number go back and adjust your criteria under Contact Filters > Contact Info before automating the purchase of contacts.
- When you have confirmed all your criteria is 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 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 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 you will define how RollWorks data is passed to your CRM objects. 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:
- Log in to RollWorks and go to the Salesforce Settings page.
- Verify RollWorks contact and account data are mapped to your desired Salesforce fields.
- Learn more about Salesforce field mapping in the articles below:
-
- Contact and Lead field Mapping (customizable)
- Account field Mapping (not customizable)
-
If your Default CRM is HubSpot:
- Log in to RollWorks and go to the HubSpot Settings page.
- Verify RollWorks contact data are mapped to your desired HubSpot properties.
- Learn more about HubSpot property mapping in the articles below:
-
- Contact property mapping (customizable)
- Company property mapping (not customizable)
-
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 Schedule you can select how often this workflow enrolls accounts who meet the trigger criteria. There are two options available:
-
- Run every 6 hours
- Weekly schedule to set a specific day of the week for the workflow to run
-
- 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 are contacts prioritized for redemption?
Accounts that meet the trigger criteria are prioritized alphabetically. If we match contacts from these accounts, we redeem the contacts in a round robin fashion such that one contact is redeemed per account in the first pass and it continues until we hit the credit limit or max contacts per account limit. Contacts are prioritized based on internal confidence score and seniority.
Can I redeem only contacts that have engagement activity?
No, there is no ability to redeem only contacts that are engaging with your website (deanonymized). However, you can redeem contacts and Create a List of Hot Contacts or Run a Hot Contact Workflow to identify contacts showing engagement signals with varying levels.
Will Contact Discovery Workflows create duplicate contacts?
We look for contacts that exist in your CRM and only qualify contacts that do not exist in your CRM matched by unique email address. It is possible that if you have a contact record in your CRM for a person with a different email address, we may create a new contact record for the same person but with a different email address. Our current 'matching criteria' is email address.
How much does it cost?
Each contact is equivalent to one credit. Contact your Account Manager for more information about pricing.
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.
Can these contacts be used for mass marketing emails?
Contacts acquired through Contact Discovery Workflows are suitable for one-on-one sales outreach. We encourage you to run opt in programs, such as driving end-users to a landing page or running opt-in email campaigns, to optain proper consent for marketing communications.
Contacts purchased from RollWorks will be automatically marked as 'non-marketing' contacts within HubSpot.