Keyword Intent Location highlights the geographic regions where Keyword Intent is detected in your tracked Keywords, identifying both known and new buyers driving this in-market behavior, to determine whether the intent behavior is occurring in a region where your team operates.
Keyword Intent Location data can be used to:
- Optimize Marketing Efforts: Target your marketing activities like campaigns and content in high-demand regions to maximize engagement.
- Enhance Targeting: Filter out noise for marketing and sales efforts by identifying regions where intent is displayed but your team does not operate.
- Maximize Sales Effectiveness: Identify specific contacts driving intent, route in-market contacts to the appropriate regional sales teams, and enable focussed outreach to the right contacts at target accounts.
How does it work
Keyword Intent Location is available at the State level when it’s identified in the United States. All Locations identified outside of the United States are surfaced at the city level.
RollWorks identifies the location of the intent using the same technology that powers our geo-targeting in advertising. This relies on a combination of approaches including IP data, and data that is passed back to RollWorks from its supply partners.
- NextRoll (RollWorks or AdRoll) serves an impression
- RollWorks knows the company of the person receiving the impression, and knows the location of the person receiving the impression
- RollWorks knows if the content being consumed on that webpage is related to any keywords
- RollWorks has a count of instances where a person from Company A has consumed content related to Keyword abc
- Top locations are the locations that have the most instances of someone from Company A consuming content related to the keywords they are tracking
Who can access
Access to Keyword Intent Location depends on your package.
| Your Package | RollWorks Keyword Intent |
|---|---|
| Account Based Advertising | Not Included |
| Account Based Marketing + Advertising | Included up to 1,000 keywords |
| Account Based Marketing | Included up to 1,000 keywords |
| Starter (Legacy) | Included up to 1,000 keywords |
| Standard (Legacy) | Included up to 1,000 keywords |
| Professional (Legacy) | Included up to 1,000 keywords |
| Ultimate (Legacy) | Included up to 1,000 keywords |
| Free Tier | Not included |
To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.
Where to access Keyword Intent Location data
Keyword Intent Location is available in the following areas of the RollWorks platform:
- As a filter in the RollWorks Command Center
- As a filter in the Enhanced Contact List Builder
- As a filter when creating an Account List via the RollWorks Command Center.
- As a trigger in RollWorks Workflows
- As a data point surfaced within the Account Card in RollWorks:
- Under the Overview Tab
- Under the Intent Data tab, as a column surfacing the top 3 locations per keyword
- As a data point surfaced within the Salesforce Sales Insights Widget:
- Under the Overview Tab
- Under the Intent Data tab, as a column surfacing the top 3 locations per keyword
- As a data point surfaced within the HubSpot Sales Insights Widget:
- Under the Overview Tab
- Under the Intent Data tab, as a column surfacing the top 3 locations per keyword
How to use Keyword Intent Location
- Navigate to Insights > Command Center in the left side navigation menu or click here to open the app
- Start by applying a primary filter of your choice: Account Firmographic Data, ICP Fit Grade, or Account Lists
- Then continue to select select a Keyword Intent filter, and you will have the option to filter to specific Keyword Intent Locations
- This will surface accounts that are demonstrating intent in the Locations you specify.
In this example, we only want to include accounts that show intent in the United States. Click here to learn how we determine location where the intent behavior is happening.
- Start by applying a primary filter of your choice: Account Firmographic Data, ICP Fit Grade, or Account Lists
- Then continue to select select a Keyword Intent filter, and you will have the option to filter to specific Keyword Intent Locations
- This will surface accounts that are demonstrating intent in the Locations you specify
- Click Take Action > Create Account List - the Keyword Intent Location filters you applied in the Command Center, will automatically be passed through as a rule in the Account List builder
- You can optionally add Keyword Intent Location rules in to the Account List after you have added the Keyword Intent rules
- This will surface accounts that are demonstrating intent for the specified Keywords in the Locations you select
- You can optionally add Keyword Intent Location rules in to the Enhanced Contact List after you have added the Keyword Intent rules
- This will surface Contacts from your integrated CRM (Salesforce or HubSpot) at Accounts that are demonstrating intent for the specified Keywords in the Locations you select
-
Overview Tab:
- View the top locations of where intent behavior is occurring.
- Use this as an input for Workflows to identify which contacts are driving the intent behavior
- [Beta feature] Search for contacts in the top locations where intent is occurring to add those contacts to your CRM
-
Intent Tab:
- View the top locations where intent is occurring for specific keywords
- Use this as an input for Workflows to identify which contacts are driving the intent behavior
- [Beta feature] Search for contacts in the top locations where intent is occurring to add those contacts to your CRM
- You can trigger a Workflow using Keyword Intent Location - this is a great way to identify Contacts driving the intent behavior in locations a given Sales Rep is responsible for working.
- [Beta] You can identify Contacts driving the intent behavior that are not present in your CRM, and add those contacts
Troubleshooting
No results found for specific locations
If you can't see the US State or non-US city available when applying a filter, that means there are no accounts showing intent from that location for the keywords you are monitoring in your RollWorks account.