RollWorks Data Available in HubSpot

Data available for HubSpot Companies

The RollWorks integration with HubSpot enables you to view and use the following Account-based data directly in your HubSpot Company records so that you can measure impact with HubSpot reports and trigger HubSpot workflows to automate activities.

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The following are the different categories of RollWorks data available in HubSpot Company records:

  1. Account Advertising & Engagement data.
  2. Account Identification data.
  3. Sales Insights Account Spike data.
  4. RollWorks Keyword Intent data.

Conditions to write RW data to your HubSpot Company records:

  • RollWorks only writes data to your pre-existing Company records in HubSpot.
  • RollWorks does not create brand new Company records in HubSpot.
  • Some RollWorks data is only written to your HubSpot Company properties if the account is added to a RollWorks Account List, which is indicated in the tables below under the column called 'Account List required'.

 

How Account matching works

We use the domain entered under the 'Company domain name' property in your HubSpot Companies as the lookup field to match the RollWors database of Account records.

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If the 'Company domain name' property in HubSpot is blank or is not filled out correctly, we will not be able to recognize a match between the Account in RollWorks and your CRM Company record. HubSpot automatically deduplicates Company records by company domain, however, if a duplicate Company record exists in HubSpot with the same 'Company domain name', RollWorks matches domains based on the Company record with the most recent last modified date.

 

Account Advertising & Engagement data

Lookback Period

For each major RollWorks Advertising and Engagement metric, you will find 4 different Company fields available in HubSpot so that you can build your reports and trigger workflows using 4 different lookback periods: 7, 30, 60, and 90 days.

HubSpot Company Property Definition Account List required
 RollWorks Impressions (7 days)   RollWorks Impressions (30 days)   RollWorks Impressions (60 days)   RollWorks Impressions (90 days) Sum of impressions for a Company for the last 7, 30, 60, or 90 days. Yes
 RollWorks Advertising Spend (7 days)   RollWorks Advertising Spend (30 days)   RollWorks Advertising Spend (60 days)   RollWorks Advertising Spend (90 days) Sum of RollWorks spend for a Company for the last 7, 30, 60, and 90 days from today. Yes
 RollWorks Clicks (7 days)           RollWorks Clicks (60 days)         RollWorks Clicks (60 days)         RollWorks Clicks (90 days) Sum of RollWorks ad clicks for a Company the last 7, 30, 60, and 90 days from today. Yes
 RollWorks Page Views (7 days)   RollWorks Page Views (30 days)   RollWorks Page Views (60 days)   RollWorks Page Views (90 days) Sum of pages viewed for a Company for the last 7, 30, 60, and 90 days from today. No
 RollWorks Conversions (7 days)   RollWorks Conversions (30 days)   RollWorks Conversions (60 days)   RollWorks Conversions (90 days) Sum of both click-through & view-through conversions for a Company for the last 7, 30, 60, and 90 days from today. No
 RollWorks Click Conversion (7 days)   RollWorks Click Conversion (30 days)   RollWorks Click Conversion (60 days)   RollWorks Click Conversion (90 days) Sum of click-through conversions for a Company for the last 7, 30, 60, and 90 days from today. No
 RollWorks View Conversions (7 days)   RollWorks View Conversions (30 days)   RollWorks View Conversions (60 days)   RollWorks View Conversions (90 days) Sum of view-through conversions by a company for the last 7, 30, 60, and 90 days from today No
 RollWorks Last Impression date The date the last RollWorks attributed impression was recorded for this Company. Yes

 

Account Identification data

HubSpot Company Property Definition Account List required
RollWorks Account List Name

The name of the RollWorks Account Lists this company is a member of.

Learn more about how to create and manage your RollWorks Account Lists in this article. 

 Yes
Active RollWorks Campaigns/Playbooks
The name of the active RollWorks Campaigns and Playbooks the company is being targeted in.
 Yes
RollWorks Journey Stage

Last Journey Stage the account was in.

Example values: Unaware, Aware, Engaged, Open Deal, Closed Won Deal.

⚠️ This field will not be pushed to HubSpot in the following scenarios:

  • The Account is no longer on any RollWorks Account List.
  • The Account does not meet the criteria of any of your defined Journey Stages in RollWorks.
Yes 
RollWorks Journey Stage as of

The last date the Journey Stage was updated in Rollworks.

Example value: 01/01/2022

⚠️ You should always use the field 'RollWorks Journey Stage as of' in combination with 'RollWorks Journey Stage' in  HubSpot reports to ensure that you are using recent Journey Stage data that is still relevant.

Yes 

RollWorks ICP Fit Grade

This property includes both:

Example value: Enterprise/Finance = A

Learn how ICP Models and Fit Grade works in this Account Scoring article.

Yes

 

Sales Insights Account Spike data

Hubspot Company Property Definition Account List required
Spike Level

✍️  Spike Level is the primary data point that should be utilized by your Sales team to prioritize accounts spiking in engagement. We use machine learning to establish Account Spike thresholds as Low, Medium, or High. These Spike Levels are dynamic and responsive to the volume of organic site traffic for your site to ensure that when accounts are flagged as Low, Medium, or High for spike activity, it is compared to your own organic website engagement.

Learn more about Account Spike here.

No
Last Spike date Shows the last time an account spiked in engagement. No
Last Spike has Matched Contacts  This is a true/false boolean field that indicates if we were able to match the engagement Spike for this Account to any of your existing CRM contacts at the moment the Spike happened. Learn more about how matched contacts work here. No

 

RollWorks Keyword Intent data

Hubspot Company Property Definition Account List required
Very High Intent Keywords Comma-separated list of the keywords you are tracking and the account is showing very high intent as of yesterday. No
High Intent Keywords Comma-separated list of the keywords you are tracking and the account is showing high intent as of yesterday. No
Sync Date Date of the last sync. No

Learn more about Keyword Intent data here.

 

Data available for HubSpot Contacts

Warning

With the HubSpot integration, we will not write any RollWorks data in your Contact and Lead records in HubSpot, therefore you cannot build RollWorks-based reports and workflows for Contact or Lead properties. RollWorks data is only written in your HubSpot Company records.

Even though we do not write any data to your Contact or Lead properties in HubSpot you can use the RollWorks Sales Insights widget within HubSpot to visualize the last 7 days of spike level and engagement details for any contacts in your HubSpot instance that we are able to match, including:

  • Spike Level
  • Pages viewed
  • Which URLs were viewed
  • Ad clicks
  • Which lead forms were submitted

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Data Sync

  • The data sync between RollWorks and HubSpot is scheduled daily at 9:00 am (UTC).
  • In order to receive advertising metrics, Account List membership, and Campaign/PB membership, you must create at least one Account List. Journey Stage data will be exported for all accounts RollWorks matches.
  • If duplicate Company records exist in HubSpot, RollWorks matches domains based on the Company record with the most recent last modified date.
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