Using Sales Insights Spike Data in Salesforce

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 Salesforce daily so that your sales team always has a fresh view of their top engaging accounts.

Before you start

Before you continue reading please ensure that your Salesforce administrator has completed the initial configuration steps for Sales Insights outlined in this guide. Your sales reps and managers will not be able to see the Sales Insights Account Component in Salesforce unless this installation is completed.

 

Account Spike Data available in Salesforce

When you integrate your RollWorks account with Salesforce, the following Sales Insights Account Spike data will be available in Salesforce in custom objects and custom fields in addition to other RollWorks advertising metrics documented in this Help Center article.

SF LOGO.png Custom fields
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 🔥🔥🔥 High, 🔥🔥Medium, or🔥Low 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. Shows the last time an account spiked in engagement.
Spike Had 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.
Spike Raw Score The output of the data science model looks at various inputs of account engagement. This score is a number between 0-100 that is used to calculate Spike Level and is only visible to CRMAdmins.As a Sales Insights user, you will most likely not use this data, instead, you will use 'Spike Level'.
Spike Score Reason  This field refers to the engagement actions that occurred leading to the account spiking. For example # of ad clicks, # of unique visitors, # of lead events.
Last Modified date Shows the last time Spike engagement data was pushed to your CRM.

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 Salesforce areas:

  1. RollWorks Sales Insights account page component.
  2. Account Spike Salesforce Reports.

Watch this product snapshot of Sales Insights for Salesforce for a quick walkthrough of the capabilities documented in this article.

 

RollWorks Sales Insights Account Page Component

The Sales Insights Account Component allows your sales team to see a trailing 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.

Within your Salesforce Account records, the RollWorks Sales Insights account page component displays account spike data with known and unknown contact-level insights such as page views and ad clicks. 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 the Sales Insights account page component follow these steps:

  1. Log in to Salesforce.
  2. Go to the tab Accounts and open an account record. We recommend that you use the Account Spike Salesforce Report to find specific accounts that have an Account Spike within the last 7 days.
  3. Click the tab RollWorks Sales Insights.

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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

From this RollWorks Sales Insights view, you will see a 7-day look-back of any Account Spike activity that has been recorded for this Account record including a brief summary of Spike Activity for days with recorded Account Spikes.7_day.jpg

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). Jump here to learn more.si_summary.jpg

 

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.

Activity Detail How to use it?

Matched contacts

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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 visitors

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

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

# of lead events

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

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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 Visitor Activity Details: Anonymous Visitors

You will be able to see how many anonymous visitors engaged with your website or ads during the last 7 days, how many pages they viewed, how many ads they clicked on, and which form fill leads they submitted if any.

An Anonymous Visitor is defined as a unique site visitor who we did not match to an existing contact in your CRM. You can improve contact match rates by adding more contact records to this account.Screen_Shot_2022-10-10_at_1.19.11_PM.png

 

Known CRM Contacts

You will be able to see how many known CRM contacts from this Account engaged with your website or ads during the last 7 days, which pages they viewed and how many times, how many ads they clicked on, and which form fill leads they submitted.

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

Activity Details

Example

How to use it?

Lead Events

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

Page Views

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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

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

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 Salesforce 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.

Improve your CRM Contact matching rates

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.

 

View the Account's Surging Intent Topics

In the RollWorks Sales Insights account page component, you can 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 their 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 Salesforce, without the need to login 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 stage 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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Account Spike Salesforce Reports

Go to this help center article to learn more about how to find, customize and use Account Spike Reports in Salesforce.

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