Journey Events Guide

What are Journey Events

RollWorks Journey Events pulls timestamped events from Salesforce, HubSpot, Marketo, and G2, combining those events with data offered through RollWorks like Keyword Intent, Bombora Company surge, events like Intent, Website and Ad activity, Account Spikes, and Journey Stage.

Watch this 3-minute product snapshot to learn the main benefits of this feature.


Journey Events includes two main views:

  • Journey Stage Visualization.  View an account’s stage progression or regression next to account engagement and activity to understand what activities are more efficient at driving accounts through the buying journey. Learn more about Journey Stages.
  • Event Timeline.  View activity data like SDR emails sent and opened, meetings booked, opportunities opened/progressed, and deals closed from Salesforce, Hubspot, Marketo, and G2 activities alongside RollWorks Web and Ad engagement data in a single timeline to see a complete picture of ABM program events.

Screenshot 2023-05-22 at 12.11.43 PM.png


Who can access

All RollWorks customers on any paid package can use the Journey Stage Visualization and Journey Events Timeline at no additional cost. Access to specific data may vary depending in your RollWorks Package.

Your Package Journey Stages
Standard Advertising

Included - Access to Bombora Company Surge, RollWorks Keyword Intent, and All Traffic Website Activity (page views, visitors, and conversions) requires the Market Insights Add-On upgrade.

Advanced Advertising Included - Access to Account Spikes and Account News data requires the Sales Insights Add-On upgrade.
Advanced Advertising with Sales Insights Included
ABM Included
ABM with Advanced Advertising Included
Starter (Legacy) Included
Standard (Legacy) Included
Professional (Legacy) Included
Ultimate (Legacy) Included
Free Tier Not Included

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.



Journey Events help you understand how marketing and sales activities are driving account progression by creating a single visualization of all account events from within and outside RollWorks.

Seeing how an account is influenced while moving through the buying journey allows you to understand what is working and what needs refinement in your ABM program.

  • Turn Activity Data Into Actionable Insight. Get a better understanding of what is working and what can be further improved across all channels.
      • Digital Advertising
      • Website
      • Sales Outreach
      • Events
      • Email Campaigns
      • Direct Mail Advertising
  • Make Marketing and Sales Events More Efficient at driving engagement and funnel motion. Ultimately, more efficiency drives accounts from Unaware to Closed-Won.


Data range selection

The look-back window for these date selections starts at the most recent day we have data for in this view, which is 48 hours ago.

If you want to see data for the current day check back in 2 days to see journey data from today.

You can see Journey Events for an Account for the last 7, 14, 30, 90 days, or the Current Quarter. At this time you cannot see Journey Events for a specific account for more than 90 days.


Screenshot 2023-05-22 at 12.21.22 PM.png


Data sources included in Event Timeline

The Journey Event Timeline includes the following events:

Event Type Data capture method

Website Activity (page views and conversions) 

Captured through the Pixel.

Ad Engagement (clicks, impressions, etc.) Captured through the Pixel.
RollWorks Keyword Intent (Intensity & keywords) Captured through your selected RollWorks Intent Keywords.
Bombora Company Surge (Level & topics) Captured through your selected Bombora Intent Topics.

Account Spike (High, Medium, Low)

This is a unique data signal calculated by RollWorks based on spikes in engagement compared to a baseline. Learn more here.

Captured through the Pixel.

Warning: Account Spikes are only detected for specific accounts that exist in your CRM and meet all these conditions.

Salesforce Account Activities (call made, email sent,

Salesforce Opportunity changes

Captured through the RollWorks<>Salesforce integration daily sync.

HubSpot Deal changes

HubSpot Engagement

Captures through the RollWorks<>HubSpot integration daily sync.

Marketo Activities (Email sent, email opened, Click Link Events, Interesting Moments, etc)

Captures through the RollWorks<>Marketo integration daily sync.

G2 Activities

Captures through the RollWorks<>G2 integration daily sync.


View Journey Events in RollWorks

To access Journey Events you can click anywhere in the RollWorks platform where you can see an Account Name displayed - from any Account List, from the RollWorks Command Center, from Journey Stages, etc.

A common navigation approach we recommend is to open Journey Events from Journey Stages in order to see what events progressed an account down the funnel, users should click into Journey Stages and select a comparison date.

Screen Shot 2022-01-05 at 9.48.07 PM.png

To see a list of accounts that progressed through the funnel users should click the ‘Progressed’ icon.   Once clicked, a list of all the progressed accounts will appear on the right.


To see all Journey Events for a particular account, users can click the account of interest.  Once clicked, that account’s journey events will appear on the right-hand side of the screen.

Journey Events HC 4.png



Use Journey Events in your CRM

You can access Journey Events direct from your CRM.

To enable access to Journey Events in your CRM you will need:

  1. Connect RollWorks to one of our supported CRM:
  2. Assign Sales Insights seats to each CRM user that needs access to view Journey Events directly in your CRM. Follow the instructions in this guide to assign Sales Insights seats.
  3. Open your CRM and follow the instructions to find Journey Events:
      • For Salesforce: Go to an Account record, click the RollWorks Sales Insights tab, and select the Journey tab. You will be able to see the Journey Stage visualization and Journey Event Timeline.

  • For HubSpot: Go to a Company record, click on the RollWorks Sales Insights CRM card on the right, click the button View Journey Events and choose the Journey tab in the window that pops up. You will be able to see the Journey Stage visualization and Journey Event Timeline.



Missing event troubleshooting

For non-RollWorks activities to appear under the Journey Events Timeline, the initial onboarding technical setup and integrations must be completed. Please see the list of integrations below to enable all supported account activities:

System to troubleshoot Event Type

 The Pixel is firing on all your website pages

Website Activity (page views, etc)

Ad Engagement (clicks, impressions, etc.)

RollWorks<>Salesforce integration is completed

Salesforce Account Activities (call made, email sent,

Salesforce Opportunity changes

RollWorks<>HubSpot integration is completed

HubSpot Deal changes

HubSpot Engagement

Sales Insights Seats are assigned - Salesforce / HubSpot

Account Spike (High, Medium, Low)

This is a unique data signal calculated by RollWorks based on spikes in engagement activity compared to the account's previous engagement. 


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