The Sales Insights data science model analyzes account engagement with your website and ads and detects when an account is spiking compared to its usual activity. When a high-level account spike is detected your sales team can prioritize outreach and personalize messaging based on their specific engagement activity, pages viewed, gated content consumed, etc.
For each Account Spike RollWorks detects we will write a number of Account Spike data attributes to your CRM for the associated account by matching the domain:
- Click here to learn how RollWorks matches accounts to your Salesforce account records.
- Click here to learn how RollWorks matches accounts to your HubSpot company records.
Continue reading to learn how to enable the sync of Account Spike data to your CRM and what are the specific data attributes that are synced to your CRM for each Account Spike we detect.
Who can access
Access to Syncing Account Spike data to your CRM depends on your RollWorks package:
| Your Package | Account Spike data synced to CRM |
|---|---|
| Account Based Advertising | Not included |
| Account Based Marketing + Advertising | Included |
| Account Based Marketing | 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.
Enable the sync of Account Spike data to your CRM
Integrating RollWorks with Salesforce or HubSpot will not automatically enable the generation of Account Spike data. You must take additional steps to ensure that RollWorks starts detecting Account Spikes for your CRM accounts and starts syncing Account Spike data to your CRM by completing the Sales Insights initial configuration outlined below:
| CRM | How to configure Sales Insights |
|---|---|
| Salesforce |
Click here to learn how to configure Sales Insights Seats with Salesforce. |
|
HubSpot |
Click here to learn how to configure Sales Insights Seats with HubSpot. |
Read this article to learn what conditions are required for RollWorks to start calculating Account Spikes depending on how you assign your Sales Insights seats.
Account Spike data attributes
When an account spike is detected by our Account Spike data science model we will generate different data attributes (Spike Level, Last Spike Date, Spike Raw Score, Spike Score Reason, and Matched Contacts). We refer to these different data attributes as Account Spike data.
Account Spike data is then synced to your CRM daily so that your sales team always has a fresh view of their top spiking accounts:
- For Salesforce we will write account spike data in the 'RollWorks Account Data' custom object.
- For HubSpot, we will write account spike data directly in your Company object using custom properties.
Some spike data will not be available in your CRM
- Contact-level spike data is not synced to CRM Contacts records or Leads records.
- Spike Raw Score and Spike Score Reason are not synced to HubSpot.
The following table includes a definition for each account spike attribute synched to your CRM daily.
| Account Spike field | Definition | Available in Salesforce | Available in HubSpot |
|---|---|---|---|
| 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. This is the time the last Spike in engagement was detected for the Account. | ✅ | ✅ |
| 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. | ✅ | ❌ |
| 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 CRM Admins. As a Sales Insights user, you will most likely not use this data, instead, you will use 'Spike Level'. | ✅ | ❌ |
| 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. | ✅ | ✅ |
|
Score Type |
This field indicates the type of data related to each record. The value for Account Spike data is EngagementScore. |
✅ | ❌ |
Account Spike reports in your CRM
Account Spike reports are a great way to show your sales team a consolidated list of all accounts spiking in one centralized view. Your CRM admin can create an edit account spike reports and group them by sales rep or sales team to meet your sales team's needs.
Jump to one of the guides below to learn how to create account spike reports in your CRM:
| CRM | Instructions |
|---|---|
| Salesforce |
Learn more about creating Account Spike reports in Salesforce. |
| HubSpot |
Learn more about creating Account Spike reports in HubSpot. |
Sales Insights CRM Widget
The Sales Insights widget is a window into the RollWorks for sellers directly in your CRM to understand account and contact insights to inform their prioritization and tailor their outreach. The Sales Insights widget does not surface Account Spike data written in your CRM fields, instead, this widget surfaces data directly from RollWorks through an API.
The widget gives sellers access to important account and contact insights through an easy-to-navigate interface.
Jump to one of the guides below to learn how sellers can use the Sales Insights Widget:
| CRM | Instructions |
|---|---|
| Salesforce |
|
| HubSpot |
Learn more about the Sales Insights Widget for HubSpot. |