Using the Sales Insights Widget in Salesforce

  Before you start

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.

The Sales Insights widget is a window into the RollWorks platform for your sales team directly in Salesforce, without the need to log in to RollWorks. The widget gives sales reps quick access to important account insights through an easy-to-navigate interface.

The Sales Insights Widget surfaces data directly from RollWorks through the API in real-time instead of using the RollWorks data sync once a day into your CRM fields. 


Interactive Sales Insights tour for Sales Reps

Share this interactive tour of Sales Insights with your sales reps so that they can learn how to use the tool. Full-screen version is available here.


How to use the Sales Insights Widget

Watch this 4-minute video to learn how our own sales team at RollWorks uses both Account Spike reports and the Sales Insights Widget to turn visitor journey events, website activity, and account intent to prioritize their sales outreach.


How to find the Sales Insights Widget

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 business days.
  3. Click the tab RollWorks Sales Insights. If you cannot see this tab your Sales Insights Widget may have been added in a different placement in your account page layout for example under the tab Details. If you can't find the component ask your CRM administrator. SI_GENERAL_FIXED.jpg

View the Account 7-day Spike Summary 

Once you open the Sales Insights Widget for an account record in Salesforce you will see the last 7 days of Account Spike activity (excluding weekends) that has been recorded for this Account record including a brief summary of Spike Activity for days with recorded Account Spikes.7_day.jpg

The intensity of the spike will be illustrated with a flame icon as follows and is calculated based on this data science model.

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 business days of account spike data (excluding weekends) 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 last 7 business days 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 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


Insights: Who can I call or email right now?

Take Action: Add this contact to an email marketing sequence through Outreach or Salesloft. You can also reach out to them directly and tailor the messaging based on what URL they have visited.

# of anonymous visitors


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 page views


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 conversion page views


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 ad clicks


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 for Anonymous Visitors

You will be able to see how many anonymous visitors engaged with your website or ads during the last 7 business days (excluding weekends), 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


View Visitor Activity Details for Matched 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 business days (exclusing weekends), which pages they viewed and how many times, how many ads they clicked on, and which form fill leads they submitted.


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

Activity Details


How to use it?

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?

Conversion Page Views


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

Ad Clicks


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 when all the three following conditions are met:

  1. The Account was spiking in the last 7 business days (excluding weekends) 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 Salesforce 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 business-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.



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.



View the Account's Journey Event Timeline

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:

  • Journey Events 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.



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.



Sales Insights video walkthrough: How to use the widget

Watch this 4-minute video to learn how our own sales team at RollWorks uses Account Spike reports and the Sales Insights Widget to turn visitor journey events, website activity, and account intent to prioritize their outreach.


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