Using Sales Insights Spike Data in HubSpot

RollWorks Sales Insights uses data science to uncover signals of an account's engagement with your website and ads. With these insights, your sales team can prioritize accounts for sales outreach and personalize messaging based on engagement activity. Learn more about the data science model that detects Account Spikes in this article.

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New Account Spike data is generated by our data science model and pushed to HubSpot daily so that your sales team always has a fresh view of their top engaging accounts. Watch this product snapshot of Sales Insights for HubSpot:

 

Account Spike Data available in HubSpot

When you integrate your RollWorks account with HubSpot, the following Sales Insights Account Spike data will be available as a custom Company property in HubSpot, in addition to other RollWorks advertising metrics documented in this Help Center article.

Custom Company Properties Definition
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.
Last Spike Timestamp

✍️ You should always use 'Last Spike Timestamp' in combination with Spike Level to prioritize Accounts with recent spikes.

Shows the last time an account spiked in engagement.

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.

Sales Insights data captures spikes in Account engagement with your website and ads. You can learn more about Sales Insights in this help center Guide.

Continue to the sections below to learn more about how to find and use Sales Insights Account Spike data in each of these HubSpot areas:

  1. RollWorks Sales Insights CRM Card in your HubSpot Company records.
  2. Matched CRM Contacts & Leads in HubSpot.
  3. Timeline Events and Workflows in HubSpot.
  4. Company Spiking Index Pages.
  5. HubSpot Custom Reports.

 

RollWorks Sales Insights CRM Card

The RollWorks Sales Insights CRM Card will allow you to visualize Spike details directly from your HubSpot company records after connecting HubSpot to RollWorks

Screen Shot 2022-11-29 at 1.15.54 PM.pngYou can find the following information in the RollWorks Sales Insights CRM Card:

  1. 7-day look-back of any Spike Activity that has been recorded for this Company.
  2. A brief summary of Spike Activity will be displayed for days with recorded Account Spikes.
  3. A link to view activity Details only for days with recorded Account Spikes.
  4. Access to view the Company's key additional RollWorks ABM program insights through Journey Events.

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By default, the RollWorks Sales Insights CRM card will be placed on the bottom right-hand side of your Company records in HubSpot. If you plan to look at and use RollWorks data on a regular basis, we suggest that you move the CRM card up for quick access when looking at any Company records in HubSpot. Each individual HubSpot User can customize their RollWorks Sales Insights CRM Card placement.

To change the placement of the RollWorks Sales Insights CRM card in RollWorks:

  1. Click on the left side of the CRM card name where you will see 6 dots in the shape of a square.
  2. Click and drag RollWorks Sales Insights to the placement you would like.

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By clicking Journey Events your sales team will view 7-day window of Account spike activity, a user-level view of the engaged contacts and what actions they took, as well as key additional RollWorks ABM program insights through Journey Events. This information allows your sales team to better understand the account engagement parent so you can personalize outreach based on their interactions. It also helps your sales rep to uncover gaps in the contact database where sales reps can then search for new contacts to reach out to.

To find a company's Journey Events in HubSpot follow these steps:

  1. Log in to HubSpot.
  2. Go to a Company record with a recent Spike. We recommend that you use this Companies Spiking Index Page to find specific accounts that have an Account Spike within the last 7 days.
  3. Find RollWorks Sales Insights on the right side of the Company record.
  4. Click the button Journey Event.

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From this RollWorks Sales Insights view, you will see a Seven day Spike summary. Using business days only, the Seven Day Spike Summary looks at the previous seven days to display relative spikes of account activity per day.

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Icon Account Spike Level
Screen_Shot_2022-10-10_at_12.52.04_PM.png No Spike on this day
Screen_Shot_2022-10-10_at_12.58.14_PM.png Low Spike level
Screen_Shot_2022-10-10_at_12.54.44_PM.png Medium Spike Level
Screen_Shot_2022-10-10_at_12.51.22_PM.png High Spike Level

Time is of the essence:

We only display the last 7 days of account spike data since these actionable insights must be acted on quickly by your sales team. 

You can drill down further to view the specific activity details as follows:

  1. Visitor Activity: see all visitor engagement and advertising activity for the selected day. Jump here to learn more.
  2. Surging Intent Topics: see which Intent topics surged throughout the 7-day period for this Account. Jump here to learn more.
  3. Journey Stage: see which RollWorks Journey Stage the Account is in along its buying journey (for example unaware, aware, sales-ready, open opportunity, etc). 

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View the Account's Visitor Activity

After you have determined that a specific account is spiking with engagement the next questions you need to answer are:

  • Who was engaging that led to the Account Spike event?
  • What pages were they viewing? What content were they consuming? 

The answers to those questions are critical to arming your sales reps with the information they need to prioritize outreach for that spiking account, and those questions are answered through the Visitor Activity tab under RollWorks Sales Insights which will give you contact-level engagement details advertising activity for the selected day.

Click View Activity Details on days with a Spike to look at contact-level engagement details including:

Activity Detail How to use it?

Matched contacts

STACIE MATCHED CONTACT.jpg

Insights: Who can I call or email right now? Is it a new visitor or a recurring visitor?

Take Action: Click the LinkedIn icon to access the contact’s LinkedIn profile.

# of anonymous contacts

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Insights: How many people I don't have added to HubSpot as contacts are looking at my website?

Take Action: Research who is your buying committee at this company and add them to HubSpot as contacts to increase your deanonymization rate.

# of lead events

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Insights: Did anyone from this company fill out a lead form or sign up for a demo recently?

Take Action: Proactively reach out to the contact that filled out a lead gen form recently.

# of page views

STACIE MATCHED CONTACT.jpg

Insights: Are contacts at this company looking at several website pages? Which website pages are they looking and how many times?

Take Action: Follow up with the contacts that visited high-value pages like your pricing page.

# of ad clicks

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Insights: Are they clicking on our ads? How interesting are our ads to them?

Take Action: Follow up with the contacts that are engaging with your ads.

 

View the Account's Surging Intent Topics

From the RollWorks Sales Insights CRM Card, click Journey Events to see which intent topics the Account is surging on so you can better understand what type of information they are interested in. As a sales rep, this will allow you to tailor your communication with this prospect.

The intent topics shown here are the topics that surged through the 7-day period, and not on a specific date.

Choose your Intent Topics in RollWorks

Please note that only the Intent Topics you are following in your RollWorks account can be displayed here. Learn how to configure your Intent Topics in RollWorks in this article.

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View the Account's Journey Stage

The RollWorks Sales Insights component also informs you about what is the Journey Stage this account is based on the RollWorks Journey Stages you have configured in the RollWorks platform. Journey Stages is a RollWorks feature to track the progression and regression of accounts along their buying journey that helps you plan and measure the impact of marketing and sales program investments. Learn more about Journey Stages and how to customize them to your needs here.

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View the Account's Journey Events

The RollWorks Sales Insights account component allows your sales reps to view RollWorks Journey Events for specific accounts directly in HubSpot, without the need to log in to RollWorks.

Journey Events pulls timestamped events from Salesforce, HubSpot, Marketing automation platforms like Marketo, Eloqua, and Pardot, and partnership integrations like G2, combining all these events with intent, engagement, and journey stages provided by the RollWorks platform. Journey Events include two main features:

  • Event Timeline.  View activity data like SDR emails sent and opened, meetings booked, opportunities opened/progressed, and deals closed from Salesforce, Marketo, and Hubspot alongside RollWorks Web and Ad engagement data in a single timeline to see a complete picture of ABM program events.

  • 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.

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Matched CRM Contacts in HubSpot

Sales Insights deanonymizes contacts that engage with your website or RollWorks ads for your existing HubSpot Company records when all the three following conditions are met:

  1. The Company was spiking in the last 7 days based on our Account Spike Model.
  2. A HubSpot Contact or Lead record already existed in your CRM under the correct Company record prior to the Account Spike date.
  3. The email address captured by the Pixel is an exact 1-to-1 match with the email address in your existing HubSpot Contact or Lead record.

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 a contact record, we aggregate engagement actions under an Anonymous Visitor for you to visualize this information in your CRM.

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If Sales Insights is able to deanonymize your website visitor then the related Company record will be flagged using the Company property called 'Last Spike has Matched Contacts' = True

 

Who can access Matched CRM Contacts in HubSpot?

Sales Insights deanonymized contacts are only visible to HubSpot users that have been granted a Sales Insights Seat. Learn more about assigning Sales Insights seats in this Help Center guide.

 

How can I find Matched CRM Contacts in HubSpot?

  1. Create a HubSpot report of recent Spiking Companies that have matched contacts using the Company property 'Last Spike has Matched Contacts'. Learn how to create this report here.
  2. From the report, click on any Spiking Company record with a recent spike that has matched contacts.LAST SPIKE HAS MATCHED CONTACTS.jpg
  3. You will be taken to the Company record that has a recent Spike and has matched contacts. Scroll down to find the RollWorks Sales Insights CRM Card in the bottom right corner.
  4. Click 'View Activity Details' on a day that indicates there is at least 1 Matched visitor.      NEW.jpg
  5. In the next window, you can visualize the details for the matched contacts. Kee

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Contact data is not written in your contact records

We don't write contact-level ad performance metrics or spike data in HubSpot Contact or Lead records, therefore you cannot create Contact or Lead HubSpot reports using RollWorks data

What engagement activity is available for matched contacts?

When we detect a matched visitor we will indicate:

  • The Contact Name and Job Title as recorded in your HubSpot CRM and a link to the contact record.
  • A link to the matched contact’s LinkedIn Profile.
  • If it is a ‘New Visitor’ or a ‘Recurring visitor.’

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What activity details are available for matched contacts and leads?

The following table includes the engagement activity details available for contacts and leads that we are able to deanonymize.

Activity Details

How to use it?

Lead events

Did the matched contact fill out a form or sign up for a demo? Any leads I can follow up on?

Page views

Is the matched contact looking at a lot of different pages of my company’s website? Or specific pages that denote interest in a specific product or solution? How many times in a row?

Ad clicks

Did the contact click on our ads? How interesting are our ads to them?

 

Timeline Events and Workflows in HubSpot

Timeline Events in HubSpot are activities and interactions that are recorded on a Company record's timeline in HubSpot. They include notes, emails, calls, tasks, and meetings, and they will include RollWorks Sales Insights Account Spike data after you connect HubSpot to RollWorks. 

Sales Insights Account Spike activities included in a Company record timeline can be used to trigger HubSpot Workflows.  These workflows are typically built by HubSpot Administrators, therefore we recommend that you reach out to your HubSpot admin or Sales Operations team to configure them.

 

Who can use Timeline Events to trigger workflows in HubSpot?

 

Common HubSpot Workflow Use Cases

Type of Workflow

General Use Cases

Marketing Workflows: Nurture accounts that aren’t quite ready for sales actions. 

Use Sales Insights Account Spike data, website visits, ad clicks, and any other account activity to define criteria used to put accounts that are exhibiting engagement into a HubSpot Workflow that sends them interesting content or messaging via email or other channels to keep them engaged, so that when they are ready, your company is top-of-mind.

Set filters or parameters so that when an account meets those requirements, it can be automatically added to a HubSpot Target Account List or audience segment that is synced to a HubSpot campaign or RollWorks marketing campaign.

Sales Workflows: Prioritize and take action on accounts that are spiking.


 

Automatically create tasks (calls, emails, sequences) based on Account Spike data captured across owned accounts so that Sales Reps can strategize their day’s activities and follow up in a timely manner. 

Trigger the creation of calls, emails, or sequences to other integrated applications, like Outreach, based on Account Spike data.

Automatically assign spiking accounts that are not being worked on to fuel the top of the sales funnel with new accounts that are already engaging.

 

We recommend that you implement HubSpot workflows using RollWorks data following the examples below:

Type of Workflow

How to implement with RollWorks data

Marketing Workflows:

Nurture accounts that aren’t quite ready for sales actions. 


 

When an account has a Medium Spike Level 🔥🔥 or a High Spike Level 🔥🔥🔥, and the account is in an early Journey Stage, for example, 'Aware'), trigger a workflow that adds the account to an Account List which can be used in a nurture campaign specific to the Journey Stage and other criteria.

When an account has a High Spike Level 🔥🔥🔥 and the account meets the criteria to be considered a high-value account, trigger a workflow that sends a gift to contacts, and then enrolls the contact in a sales sequence once they’ve redeemed the gift.

When an account has a High Spike Level 🔥🔥🔥, trigger a workflow that updates the Account tier, for example, the 'Engaged' Journey Stage. This helps ensure that the account is added to the right campaigns.

Sales Workflows:

Prioritize and take action on accounts that are spiking.


 

When an account has a High Spike Level 🔥🔥🔥 and the account does not have an open HubSpot Deal, trigger a workflow that creates a task for the assigned owner to follow up.

When an account has a High Spike Level 🔥🔥🔥 and the account is unassigned, trigger a workflow that assigns the account based on territory, company size, or other criteria used to assign accounts.

When an Account with a closed lost Deal has a Medium Spike Level 🔥🔥  or a High Spike Level 🔥🔥🔥, trigger a workflow that creates a task for the assigned owner to follow up.

 

How to trigger Workflows in HubSpot

Visit this HubSpot Knowledge Base article to learn how to trigger Workflows in HubSpot using Timeline Events. These workflows are typically built by HubSpot Administrators, therefore we recommend that you reach out to your HubSpot admin or Sales Operations team to configure them.

To build a HubSpot Workflow using Account Spike data:

  • Click the 'Workflow' tab at the top of the screen.
  • Click the 'Create Workflow' button at the top right of the screen. You can use a template or start from scratch.  
  • Select the 'Company' object. This is where you can access 'RollWorks Engagement Spike' information.  
  • Click 'Next'.

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  • Click the 'Select Trigger' button and click the checkbox next to 'Company' on the right hand side.
  • Select 'RollWorks Engagement Spike Level', select a filter value (for example, ‘High’), and select 'Apply'.
  • Optionally you can add additional logic to your Workflow trigger.
  • Click 'Save'.

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  • Click the ‘+’ button to select an action. Here you can select an action such as creating tasks for the sales persona that owns the Company record or add the Company record  to a nurture campaign list.

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Companies Spiking Index Page

In HubSpot when you click on the ‘Company’ tab in the top navigation menu you will be taken to the Company Index Page.

Screen_Shot_2022-06-28_at_2.58.11_PM.pngHere you can create basic ‘Company Views’ of your HubSpot Company records. You can add 'Columns' and 'Filters' for Account Spike data to customize it. The result will be a list view of Companies that match the criteria you filtered for and are displayed in the order you prefer by sorting columns. Creating your own Company Index Pages using Sales Insights data is a great way to have quick access to a relevant list of Companies you should prioritize and keep top of mind:

  • Login to HubSpot, click the tab 'Contacts', and click 'Companies'Screen_Shot_2022-06-28_at_2.10.22_PM.png
  • Click 'Add view'Screen_Shot_2022-06-28_at_2.12.01_PM.png
  • Click 'Create new view'Screen_Shot_2022-06-28_at_2.12.41_PM.png

  • Name your view 'Companies Spiking (RW)' and click 'Save'Screen_Shot_2022-06-28_at_3.06.31_PM.png
  • A new tab will appear for your new Company List called 'Companies Spiking (RW)'
  • Click 'Actions' and select 'Edit Columns'Screen_Shot_2022-06-28_at_3.09.15_PM.png
  • Search 'spike' to find the RollWorks Account Spike data available and select the three properties 'Spike Level', 'Spike Date', and 'Last Spike has Matched Contacts' and click 'Apply'Screen_Shot_2022-06-28_at_3.10.50_PM.png
  • Click 'All Filters', search the word spike and click the Company Property 'Spike Date'
  • Apply the filter 'Spike Date is known'Screen_Shot_2022-06-28_at_3.15.00_PM.png
  • Sort by 'Spike Date to view the most recent Spiking Companies in your HubSpot CRM.
  • Don't forget to click 'Save View'

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You are done! The resulting Company List includes all your HubSpot Company records that have had an Account Spike in the past. You can add more filters and customize this basic Company view as needed.

 

Good to know

  • HubSpot Company Index Pages can be saved as a tab.
  • You can create multiple Company Index Pages by adding different filtering and sorting combinations and saving multiple list views as a tab.
  • Learn more about how to use Index Pages for any records in this HubSpot Knowledge Base article.

 

HubSpot Custom Reports

The Company properties in the table below are available to use to create HubSpot Custom Reports. 

Custom Company Properties

Definition

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.

Last Spike Date

Shows the last time an account spiked in engagement.

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.

 

The Sales Insights Spike properties available to create custom reports are available only for ‘Company’ records only, therefore you will need to select ‘Company’ as the ‘primary data source’ when creating a Custom Report in HubSpot. At this time Sales Insights Spike properties are not available for Contact or Lead records.

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You can learn more about how to create different types of HubSpot Custom reports and dashboards with the resources below:

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