Contact Lists Guide

What are Contact Lists

Contact lists are a collection of emails that you can upload, import, or create natively in RollWorks or sync to RollWorks to match to browser cookies and then target as part of your ABM strategy through Contact Targeting Campaigns.

Contact Lists are an effective approach if you have an existing database of contacts that are part of the buying committee at an account that is a good fit for your products or services. Targeting contact lists can help you engage key buyers regardless of if that contact has visited your website or engaged with your marketing and sales teams, for example, you could target:

  • Key members of the buying committee when account-based buying behavior has been identified 
  • Third-party email lists you have purchased and have the right to engage.
  • Contacts who completed a fill-in lead form prior to placing the RollWorks’ Pixel on your website.
  • Visitors with long sales cycles that have fallen out of your set Audience Duration.
  • Prospects who shared their contact information at an in-person event.

The main benefits of targeting contact lists are:

  • Engaging known contacts with ads to complement your cross-channel contact nurturing programs.
  • Unifying your first-party account and contact data with additional first and third-party data that RollWorks comes to the table with to create a holistic contact profile.
  • Aligning online and offline campaigns by deploying consistent and relevant messaging to the same contacts across multiple online and offline channels.

 

Types of Contact Lists available

You can add contact lists to RollWorks through two methods:

Enhanced Contact Lists [Beta]

These are contact lists that you create natively in the RollWorks platform using your own HubSpot contacts as a source (Salesforce coming soon) in combination with data that RollWorks offers you. Creating contact lists directly in RollWorks allows you to join data from the following data sources.

Data source Requirements
HubSpot Contact, Account, and Deal objects

You must use your own CRM data to define your logic. Your resulting Contact List will only include pre-existing CRM contacts. 

Bombora Company Surge Intent Optional. Use to filter down contacts for companies showing intent.
Journey Stages Optional. Use to filter down contacts in a specific stage.

 

Imported Lists
These are contact lists that already exist in your own MAP/CRM system (HubSpot, Salesforce, Marketo, Eloqua, or Pardot) that you will import to RollWorks as is. Once imported you will not be able to edit the list logic through RollWorks, any changes to the list logic will be controlled from the source data in your MAP/CRM system. You can choose if any changes to your source contact list in your MAP/CRM should dynamically sync to RollWorks. Using imported contact lists does not allow you to layer additional RollWorks data sources to filter them further.
Feature Enhanced Lists [Beta] Imported Lists

Dynamic sync

Yes, dynamic sync is set by default. Lists cannot be set as static.

Refreshes every 12 hours.

Optional you can select static or dynamic sync.

Refreshes every 24 hours.

Edit Contact Lists within RollWorks

Yes

No

View contact details within RollWorks 

Yes

No

Use HubSpot data

Yes

Yes

Use Salesforce data

Yes

Yes

Use Marketo, Pardot, or Oracle data

No

Yes

Add filters offered through RollWorks:

  • Journey Stages
  • Bombora Company Surge intent

Yes

No

Minimum number of emails matched to cookies

No minimum to create an enhanced contact list, but if you want to use the list to serve ads the minimum is 100.

The minimum to create the list is 100.

Enhanced Lists vs Imported Lists key differences

 

View your Contact Lists in RollWorks

  • Log in to RollWorks and navigate to Audiences > Contact Lists
  • You will find two tabs:
    • Enhanced Lists (BETA): This tab will display the contact lists you have created natively in RollWorks using your own HubSpot in combination with other data that RollWorks offers.
    • Imported Lists: This tab will display the contact lists that already existed in your MAP (HubSpot, Marketo, Eloqua, or Pardot) and that you have imported to RollWorks as is.

Contact_Lists_EL_vs_IL.png

 

For Enhanced Lists only you will be able to see the contact details within RollWorks:

Screen_Shot_2022-12-08_at_3.20.11_PM.png

 

Contact list cookie matching process

Once you add a new contact list to the RollWorks platform, RollWorks will match the email addresses to web browser cookies and this results in a specific number of matched cookies. It can take up to 72 hours to be ready before the cookies are matched to the email addresses and you can start displaying Ads by launching a Campaign. RollWorks matches emails to cookies in three ways:

  1. RollWorks’ proprietary email and cross-device graph.
  2. Cookieless identifiers that enable advertising delivery on cookieless browsers such as Safari and Firefox.
  3. LiveRamp’s email and cross-device graph.

This multi-pronged approach gives RollWorks unparalleled match rates and reach across diverse inventory sources.

 

Add new Contact Lists to RollWorks by CRM/MAP

  • Log in to RollWorks and navigate to Audiences > Contact Lists
  • Follow the instructions in the table below depending on the data source you want to use to add your contact list.
 Source Description Automatic sync available

CSV.png

Upload a CSV file

Manually upload a static CSV file including a list of email addresses. Click here to learn how.

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Sync from Salesforce

Option 1 (BETA): Create an Enhanced Contact List natively in RollWorks combining your Salesforce data and RollWorks data. Click here to learn how.

Option 1 (LEGACY): Define and import your Salesforce Contact Lists to RollWorks using the RollWorks List Manager. Click here to learn how.

hb_logo.png

Sync from HubSpot

Option 1 (BETA): Create an Enhanced Contact List natively in RollWorks combining HubSpot and RollWorks data. Click here to learn how.

Option 2: Import your existing HubSpot Contact Lists to RollWorks. Click here to learn how.

Marketo_new-logo-01-300x300.png

Sync from Marketo

Import your existing email lists using the Marketo Integration.

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Sync from Oracle Eloqua

Import your existing email lists using the Oracle Eloqua Integration.

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Sync from Pardot

Import your existing email lists using the Pardot Integration.

 

Import Contact Lists via API

Import your existing email lists using our API.

This is a customized solution, please reach out to your Account Manager to learn more.

Click here to view our API developer guide.

 

Upload a CSV file 

You can create a contact list in RollWorks by uploading a CSV file containing email addresses you have the right to target. If you upload a CSV file to RollWorks the contact list will be static and cannot be edited after the contact list has been created.

How often should you refresh your email list CSV file

If you use static CSV files to create your contact lists we recommend re-uploading a new file at least once every 4 months to ensure that you are matching the most up-to-date cookies possible to your target email addresses.

Due to data protection regulations, the RollWorks Customer Support team cannot upload contact lists on your behalf and you must upload your CSV static email lists to the RollWorks platform on your own following the steps below:

 

Step 1: Create a CSV file meeting all the requirements below:

  • The file format must be CSV and should not exceed 10MB.
  • The file must have one column only containing your list of email addresses.
  • Do not add any additional data in other columns.
  • Do not use a header row, the first row should be the first email address.
  • Ensure the file does not have any blank rows.
  • The list must contain more than 100 unique email addresses, however, optimal performance in contact targeting requires at least 1000 matched email addresses. 
  • Email formats supported:
    • email@emaildomain.com
    • MD5 Hashed: Example: 074a297cd9b8a62284f99e03fcc08a1c. Make sure it is in plain text by applying lowercase removing beginning and ending white spaces in the email before feeding into MD5 hashing function.

Step 2: Upload the CSV file to RollWorks

  • Log in to RollWorks and go to Audiences > Contact Lists.
  • Click Import Contact List > Upload CSV.

CONTACT_AUDIENCES.png

  • Choose your CSV file.
  • Name this Contact List and click Create List.

Screen_Shot_2021-12-03_at_4.21.40_PM.png

 

Salesforce Contact Lists 

Before you start, you must ensure that you have completed the initial setup for the Salesforce Integration with RollWorks.

After you ensure your RollWorks account is connected to Salesforce, you will have two options to bring Salesforce Contact Lists to RollWorks:

  1. OPTION 1: [Beta] Create Enhanced Lists natively in RollWorks using your Salesforce data from Contacts, Leads, Accounts, and Opportunities. With this option, you can combine your own Salesforce fields with RollWorks data, such as Bombora Company Surge ® and RollWorks Journey Stage.
  2. OPTION 2: Import Salesforce Contact Lists using the RollWorks List Manager. Visit this article to learn how.

 

HubSpot Contact Lists 

Before you start, you must ensure that you have completed the initial setup for the Hubspot Integration with RollWorks.

After you ensure your RollWorks account is connected to HubSpot, you will have two options to bring your own HubSpot contacts to RollWorks:

  1. OPTION 1: [Beta] Create Enhanced Lists natively in RollWorks. Using your HubSpot data from Contacts, Companies, and Deal properties. With this option, you can combine your own HubSpot properties with RollWorks data, such as Bombora Company Surge® account intent and Journey Stages. Visit this article for step-by-step instructions.
  2. OPTION 2: Import your existing HubSpot Contact Lists to RollWorks. Visit this article to learn how.  This option works well if you already have a Contact List built for the exact contacts you wish to engage in RollWorks. Visit this article for step-by-step instructions.

 Do you need help deciding which option is right for you?

If you need help deciding between Enhanced Contact Lists and Imported Contact Lists visit this help center article to learn the key differences.

 

 

Marketo Contact Lists

Before you start, you must ensure that you have the Marketo Integration with RollWorks properly set up. After you ensure your RollWorks account is connected to Marketo, follow the instructions in this help center article to import and sync email lists from Marketo to RollWorks.

 

Oracle Eloqua Contact Lists

Before you start, you must ensure that you have completed the initial setup for the Oracle Eloqua Integration with RollWorks. After you ensure your RollWorks account is connected to Oracle Eloqua follow the instructions in this help center article to import and sync email lists from Oracle Eloqua to RollWorks using this integration.

 

Pardot Contact Lists

Before you start, you must ensure that you have completed the initial setup for the Pardot Integration with RollWorks. After you ensure your RollWorks account is connected to Pardot, follow the instructions in this help center article to import and sync email lists from Marketo to RollWorks using this integration.

 

Sync with an API

If you are interested in using an API to sync over your email lists to RollWorks to create Contact Lists, please reach out to your Account Manager. Click here to view our API developer’s guide.

 

Contact Lists FAQ

When will my imported Contact Lists be ready to be targeted in the RollWorks platform?

After you create a contact list to RollWorks by either uploading a CSV file, creating a contact list natively in RollWorks, or importing an existing list from your CRM or MAP, RollWorks will take up to 72 hours to match the email addresses with cookies.

Depending on the size of your contact list this process may be faster than 72 hours. Make sure you take this into consideration when planning the start date of your campaigns targeting Contact Lists.

 

How often is the data in my Contacts Lists refreshed?

For Enhanced Contact Lists every 12 hours.

For Imported Contact Lists every 24 hours. 

 

How many cookies will be matched to each email address in my list?

It is common and expected to match multiple cookies to each email address. For example, it is expected that if you upload a list of 1,000 email addresses, you will match a much larger cookie audience than 1,000. While the exact amount of cookies matched to an email address varies greatly based on how many devices, browsers, and locations a user is browsing with, anything from 3 to 10 cookies per user is the average.

 

Can I target Contact Lists with Web and Facebook campaigns?

Yes. For US advertisers, Contact Lists created with your email lists can be targeted on both Web Campaigns and Facebook/Instagram campaigns. We recommend using US-based email addresses to maximize the number of cookie matches. US-based email addresses match at a higher rate than non-US email addresses.

 

Can I target Contact Lists with Web campaigns outside of the US?

Outside of the US, Contact Lists have limited functionality on Web campaigns. We are working on building this functionality. 

 

Why is a Journey Stage greyed out and saying no data is available in the Enhanced Contact List builder?

Journey Stages may have no data available for two reasons:

  • Because the Journey Stage itself does not have any accounts that qualify based on the Journey Stage rules.

  • Because the Journey Stage was recently created or edited and the accounts that meet the Journey Stage criteria are still loading.

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What permissions do I need to import my email lists to RollWorks?

Import Contact Lists responsibly! It's important to respect the rights of your customers and prospects when engaging in online and offline marketing activities. It's your responsibility to make sure that you have the rights and permissions needed to upload your customer and prospect email lists onto the RollWorks Contact Lists onboarding platform, including their consent where required. We suggest that you consult with your legal counsel.

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