Sales Insights: FAQs

Can I use Sales Insights with Salesforce and HubSpot simultaneously?

Not at this time.

If you complete the integration of both HubSpot and Salesforce, you will only be able to use Sales Insights with the CRM you have set up as your 'Default CRM'.

If your company uses Salesforce as your CRM and HubSpot as your Marketing Automation Platform, we suggest that you use Salesforce to power your Sales Insights and add your Marketing team members as Salesforce users to take advantage of Sales Insights.

 

At what times are daily Account Spike alerts emailed?

RollWorks automatically sends Spiking Account email alerts daily at 9 am PST. The time these email alerts are sent cannot be changed, however, if you must change the time you notify your sales team daily you can work with your CRM administrator to create an automation in your CRM that creates a task, sends a Slack message or sends an email to your Sales Reps based on Account Owner, Account Spike Level, and Account Spike dates. RollWorks provides the Account Spike data for you and you can build any internal process with your CRM and Ops team:

 

Can I use Sales Insights if I am not running advertising campaigns?

Yes, you can! Sales Insights does not require an active RollWorks campaign to record Account Spikes and trigger Account Spike email alerts. However, if you run advertising we will use ad clicks from RollWorks campaigns as one of the engagement signals used to calculate an Account Spike.

 

What is the difference between Account Spike, Intent, and Engagement signals?

Intent is calculated based on how people consume B2B content across the web outside of your own brand properties. Learn more intent signals fundamentals here.

Engagement includes all metrics that track how people engage with your website and advertising campaigns, which is engagement with your own brand properties. This includes page views, unique visitors, ad clicks, CTC conversions CTV conversions, etc.

Account Spike uses individual Engagement signals (page views, visitors, ad clicks, etc) as an inputs to the Account Spike data science model, to determine if there has been an increase in engagement for that specific account. 

  • Account Spike is a single signal easy to understand for Sales reps: High, Medium, or Low Spike and should be acted on quickly right after is detected. Sales teams use Account Spike data to prioritize their daily outreach by comparing daily engagement to account-level baselines in order to determine which accounts should be reached out to today. 
  • Engagement signals are more granular and there are multiple metrics (page views, visitors, ad clicks, impressions, conversions, etc). These granular signals help marketing teams to measure the most engaged accounts over weekly, monthly, or quarterly windows. Marketing teams use this data to understand how visitors consume their content and respond to their advertising campaigns, what content works best, and how they should plan their content and advertising strategy.

 

Can I exclude specific URLs from Account Spike calculations?

Yes you can! You can easily add URL Exclusions within Sales Insights Settings. By adding URL Exclusions, Account Spike will disregard engagement activity happening on those specific pages of your website.

 

Can I see Contact-level insights for spiking Accounts?

Account Spike data is pushed to your CRM Account/Company records. We don’t write any Account Spike data in your CRM Contact and Lead records, which means that you cannot create a report based on Contact records. However, Sales Insights allows you to visualize the following contact-level engagement details for spiking accounts:

  • who was the contact that was engaging.
  • what were the engagement actions that took place leading up to the Account Spike event.

Learn more about what contact-level insights are available by:

 

How does RollWorks match contacts at spiking accounts?

To match contacts at spiking accounts, we look at the unique site visitors for spiking accounts and within our cross-device data asset, attempt to match the unique visitor cookie to a cluster of cookies and emails. Once we have the matched cluster, we take the associated emails and look them up to contact records in the integrated CRM. If we can match to an existing contact record, we are able to deanonymize the site visitors and include contact insights.

Contact match rates depend on the number of up-to-date contact records in your CRM, specifically correct email addresses. In order to deanonymize the unique site visitor on your website, the contact must exist in your CRM with the correct email address. If we are unable to match to a contact record, we aggregate engagement actions under an Anonymous Visitor for you to visualize this information in your CRM.

Learn more about the conditions to detect Spiking accounts and matched contacts here.

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