Integrate RollWorks with Demandbase via HubSpot

Anna Forlenza

Updated March 24, 2025 16:12

If your organization is leveraging both RollWorks and Demandase within your Account-Based Marketing (ABM) technology framework, you can leverage intent, account scoring and engagement signals from Demandbase in RollWorks through HubSpot, to unlock a variety of use cases in RollWorks:

Target high-intent accounts with display, LinkedIn and CTV ads: Use Demandbase’s intent scores to serve ads to accounts actively researching relevant topics.
Engage decision-makers at top-tier accounts: Leverage firmographic and engagement data to target key personas within in-market accounts.
Retarget engaged accounts: Re-engage accounts that have shown significant website activity or have entered a late-stage buying phase based on Demandbase insights.
Targeting key contacts from your CRM flagged as high intent.

Connect Demand Base to HubSpot

Follow this integration guide to connect Demandbase to HubSpot.

Demandbase data exported to HubSpot

For a full list and details visit Demandbase’s Help Center.

Company-level properties

Engagement Minutes (7/30/90 days): Tracks the total engagement time over different periods.
Intent Score (30 days): Measures high-intent engagement minutes.
High Intent & Competitive Intent Keywords: Identifies key topics of interest for the account.
Pipeline Predict Score: Predicts the likelihood of an account becoming an opportunity.
Qualification Score: Evaluates how well an account fits the Ideal Customer Profile (ICP).
Web Traffic (3 months) & Top URLs (14 days): Tracks page visits and most visited URLs.
Firmographic Data – Industry, employee count, revenue, and technology stack.

Contact-level Properties

Engagement Minutes (7/30/90 days): Measures individual contact engagement over time.
Sales Touches (7/14 days): Counts sales interactions within the given timeframe.

Verifying Data Sync

In HubSpot, navigate to a Company record and check for the presence of Demandbase-specific properties.
Run a HubSpot list filter using Demandbase properties (e.g., "Engagement Minutes > 30") to confirm data population.
Check Demandbase’s sync status page to verify integration health.

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 Demandbase) are visible.

Leverage Demandbase Data in RollWorks

Create Target Account Lists

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 Demandbase data available in HubSpot to customize your Account List logic in RollWorks, for example:

High Intent Accounts: Filter using Intent Score ≥ 80 AND High Intent Keywords contains [Your Product Keyword].
Engaged Accounts: Select accounts with Engagement Minutes (30d) > 50 to focus on highly engaged prospects in the last 30 days from highly engaged accounts.
Pipeline Accounts: Select accounts in Late-Stage Buying Phase (ready-to-buy accounts)
Accounts that match Demandbase’s ICP fit criteria.

Create Target 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 Demandbase data available in HubSpot can be used to customize your Contact List logic, for example:

Contacts at accounts with high Demandbase Intent Scores
Contacts with job titles matching Decision-Makers (VP, C-suite, Director, etc.)
Contacts engaging with RollWorks ads + marked as high-intent by Demandbase

Create Journey Stages