If your organization is leveraging both RollWorks and 6sense within your Account-Based Marketing (ABM) technology framework, you can leverage predictive intent data from 6sense in RollWorks through HubSpot, to unlock a variety of use cases:
- Serving ads to high-intent accounts identified by 6sense.
- Targeting key contacts at accounts flagged as high intent.
- Retargeting accounts based on engagement insights from 6sense.
Connecting 6sense to HubSpot
Follow this integration guide to install the 6sense app for HubSpot.
6sense Properties Exported to HubSpot
Company-level Properties
- Account Fit: Categorizes accounts based on their alignment with your ideal customer profile (A, B, C, or D).
- Account Fit: Categorizes accounts based on ideal customer profile alignment (A, B, C, D).
- Buying Stage: Identifies the account’s buying journey stage (Awareness, Consideration, Decision, Purchase).
- Intent Score: Numerical indicator (1-100) of account purchase intent.
- Predicted Engagement Score: Predicts future engagement likelihood based on historical behavior.
- Intent Keywords: Specific keywords/topics the account has actively researched.
- Technographics: Technologies used by the account.
- Firmographic Data: Company size, industry, and revenue.
Contact-level Properties
- Contact Engagement Score: Measures individual contact engagement with your marketing.
- Profile Fit: Match the quality of the contact to your ideal buyer persona.
- Lead Score: Combined engagement metrics to rate lead quality.
- Last Activity Date: Most recent date of interaction.
- Engagement Channel: Channels through which the contact has engaged.
Verify Data Sync
- In HubSpot, navigate to Companies or Contacts.
- Confirm that the custom fields created by 6sense appear populated (e.g., “6sense Intent Score,” “6sense Buying Stage”).
- Verify the sync by checking recent records updated by 6sense in HubSpot under Properties.
Connect HubSpot to RollWorks
Follow this installation guide to connect your RollWorks account to HubSpot.
Verify Data Sync:
- In RollWorks, navigate to Settings > Integrations > HubSpot.
- Ensure status displays as Connected.
- Verify synced fields by navigating to Audiences > Account Lists or Audiences > Contact Lists, ensuring HubSpot fields (especially custom fields from 6sense) are visible.
Leverage 6sense Data in RollWorks
Create Account Lists
Read our Account List Builder guide to learn how create dynamic Account Lists in RollWorks using HubSpot data. You can use Account-level 6sense data available in HubSpot to customize your Account List logic in RollWorks, for example:
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- Accounts with 6sense Intent Score ≥ 80.
- Accounts in 6sense Buying Stage = Decision.
- Accounts surging on specific 6sense Intent Topics like Cloud Security.
Creating Contact Lists
Read our Contact List Builder guide to learn how to create dynamic Contact Lists in RollWorks using HubSpot data.
Both Account-level and Contact-level 6sense data available in HubSpot can be used to customize your Contact List logic, for example:
- Contacts from Accounts with 6sense Intent Score ≥ 80.
- Contacts with Titles (Decision-Maker, Influencer) with 6sense Buying Stage Decision.
- Contacts with ad clicks or page views and 6sense Intent Score ≥ 50.
- Decision-maker contacts (e.g., Job Title contains CEO, VP, Director) at accounts with 6sense Intent Score ≥ 80.
Customize Journey Stages
Read our Journey Stages Setup Guide to configure RollWorks Journey Stages using HubSpot data.
6sense data available in your HubSpot Company properties can be used to customize your Journey Stage definitions, for example:
- Aware Stage: 6sense Intent Score ≥ 20 or 6sense Buying Stage = Awareness
- Engaged Stage: 6sense Intent Score ≥ 50 and 6sense Engagement Score ≥ 50
- Sales Ready Stage: 6sense Buying Stage = Decision OR Intent Score ≥ 70
- Considering Stage: 6sense Buying Stage = Consideration
- Decision Stage: 6sense Intent Score ≥ 80 or Buying Stage = Decision