Sales Insights Product
Who are the main users of Sales Insights?
Sales Insights was designed to drive more effective daily account prioritization for sales teams. While we are evaluating and designing different use cases for Marketing teams to gain valuable insights and reporting out of Sales Insights, the primary users today are Sales Reps and Sales Managers:
- Sales Reps - Receive Account Spike and contact insights in Salesforce and daily Account Alert emails for their sales owned spiking accounts
- Sales Managers - Receive Account Spike and contact insights in Salesforce and daily Account Alert emails for all unassigned spiking accounts
How often is Sales Insights data updated in my Salesforce org?
Sales Insights pushes triggers Account Alert emails and pushes new Account Spike data into Salesforce every morning between 8am and 2pm EST.
Does Sales Insights require active RollWorks campaigns?
While ad clicks from RollWorks campaigns is one of the engagement signals calculated in Account Spike, Sales Insights does not require active RollWorks campaigns in order for sales users to use the product.
How can we measure sales usage and results from Sales Insights?
The next iteration of Sales Insights will be focused on sales usage and product measurement to include detailed dashboards and daily insights to Sales Manager and Marketing users to report on how their sales team is actioning on Sales Insights data and how the product is impacting meeting rates and opportunities opened.
Until then, we recommend adding the Salesforce field Account: Last Activity to your Account Spike reports which will allow you to see when the last sales touch point occurred on spiking accounts. This can then be used by Sales Manager users to make sure that spiking accounts are being followed up on by the Sales users.
Can Sales Insights be used in HubSpot or other CRM systems?
Today, Sales Insights requires our integration with Salesforce to use the product. We are actively exploring building a version of Sales Insights with HubSpot, as well as building a public API version of the product that does not require configuring our Salesforce integration.
What types of data signals are included in Account Spike?
Account spike consumes a variety of brand engagement signals to flag accounts that are spiking in activity with your website. Today, this is primarily data collected from our RollWorks pixel including website page views, the number of unique site visitors, engaged and recurring site visits, as well as ad clicks from your RollWorks campaigns.
In future iterations of Sales Insights and our Account Spike data science model, we plan to integrate additional engagement data from Salesforce as well as connected marketing automation systems like HubSpot and Marketo, as well as various Intent signals.
How is Account Spike Calculated?
- The Account Spike data science model analysis historical website engagement data to set the account level baselines of engagement for all accounts.
- Then, based on historical engagement data, Account Spike assigns weightings to each engagement signal e.g. page_views = 1, 2+ unique_site_visitors = 5, content_download_lead = 25.
- Once the account level baselines and weights are configured, Account Spike looks at all engagement signals for all accounts and by comparing the daily account engagement to the historical baseline, Account Spike then flags all the accounts “spiking” in activity for that day.
- Using the same historical engagement data to calculate the account level baselines, Account Spike then calculates the dynamic thresholds for each account. That is, whether a spiking account is categorized as Low, Medium, or High spike activity.
- Assign the Spike Level to accounts, push data to Salesforce, and trigger daily Account Alert email notifications to Sales Reps and Sales Managers
Can we change the weighting of inputs for the Account Spike data?
Currently no, but in a future iteration of Sales Insights product settings we plan to include customized signal weighting as an Advanced Settings.
How is Account Spike different from Account Intent or overall Account Engagement?
Account Spike consumes Engagement signals meaning engagement with brand-owned properties whereas Account Intent utilizes signals based on content consumption across B2B websites outside of brand-owned properties.
Account Spike differs from measuring total account engagement due to the shorter time window and product user. Account Spike helps sales prioritize their daily outreach by comparing daily engagement to account level baselines to say which accounts should be reached out to today. However Account Spike will not help a marketing user measure the most engaged accounts over weekly, monthly, or quarterly windows.
What are Unassigned Spiking accounts and what is the Unassigned Spiking Alias in setup?
Unassigned Spiking Accounts are accounts spiking in engagement activity that are not assigned to a Sales Rep in your Salesforce org. Typically these accounts are assigned to a specific Salesforce user like email@example.com or firstname.lastname@example.org or simply assigned to your Salesforce admin user.
Connecting your Unassigned Account Alias in Sales Insights setup allows Sales Insights to know which spiking accounts are unassigned, and route insights for those accounts to Sales Manager users in Salesforce to then prioritize routing to their sales team.
Can I exclude pages of my website from being included in Account Spike?
Yes you can! You can easily add URL Exclusions as an Advanced Settings in Sales Insights Settings. By adding URL Exclusions, Account Spike will disregard engagement activity happening on those specific pages of your website.
Premium Salesforce App
Is the Sales Insights Salesforce app different from the RollWorks ABM Salesforce app?
No, all of the functionality in Salesforce for Sales Insights comes included when installing the RollWorks ABM Salesforce app on top of your Salesforce org. However, all of the Sales Insights functionality in Salesforce is gated until your active RollWorks contract includes the Sales Insights add-on.
Where can I see contact-level insights for spiking accounts?
Account Spike data is pushed into Salesforce daily to be utilized in Salesforce reports and dashboards for Sales Reps and Sales Managers. However, Sales Insights also includes contact insights for spiking accounts showing (i) who was the contact that was engaging and (ii) what were the engagement actions that took place leading up to the Account Spike event. To view this data, make sure that you have worked with your Salesforce administrator to install our Sales Insights Account Component onto account page layouts.
How are you able to 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 Salesforce org. If we can match to an existing contact record, we are able to de-anonymize the site visitors and include contact insights.
With this said, our ability to match contacts and provide contact insights directly correlates to the number of contact records in your Salesforce org. In order to de-anonymize the unique site visitor, the contact must exist in Salesforce. If we are unable to match to a contact record, we aggregate engagement actions under an Anonymous Visitor within the Sales Insights Account Component.
Account Alert Notifications
What type of Account Alerts does Sales Insights include?
Today, Account Alerts are email based notifications that summarize all relevant Account Spike and contact insights information for each Sales Rep and Sales Manager user. In a next iteration of Sales Insights, we are looking to include Slack notifications as well.
How often and when are Account Alert emails sent?
Account Alert emails are sent out every morning around the same time as our new Account Spike data is pushed to Salesforce between 8:00am and 2:00pm EST.