What are Trending Accounts
Trending Accounts is a RollWorks feature that gives you digestible information about accounts demonstrating intent and engagement so that you can take action by exporting them and sharing them with other teams, adding them to an Account List, or activating them with campaigns or Playbooks. The accounts you will find under Trending Accounts require timely attention because they are showing either intent (either through Bombora Company Surge or G2 buyer intent), and high engagement on your website.
Trending Accounts will proactively show you accounts that are demonstrating either Bombora Company Surge Intent or G2 Buyer Intent, and that have viewed at least 3 or more pages. You can also add filters to Trending Account results to customize them to your own needs.
To access Trending Accounts, log in to RollWorks and navigate to Insights > Trending Accounts.
Who can access
To access Trending Accounts you need an active RollWorks package: Starter, Standard, Professional, or Ultimate. Based on your RollWorks package, Trending Accounts will be displayed based on the logic below:
| RollWorks Package | Trending Accounts logic |
|---|---|
| Starter |
Accounts with either Bombora Intent, G2 Intent OR Account viewed at least 3 pages on your website |
|
Standard Professional Ultimate |
Accounts with either Bombora Intent or G2 Intent AND Account viewed at least 3 pages on your website |
To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.
Pre-requirements before you start
Before you can start viewing in-market accounts and potential uncaptured demand under Trending Accounts you must complete the items below:
- Install the RollWorks Pixel on your website to allow RollWorks to track your website traffic. Learn how to here.
- Select your desired Bombora Company Surge Intent Topics that you want to monitor in RollWorks. Learn how to here.
- (Optional) Connect your G2 account to RollWorks to feed your G2 Intent data to Rollworks. Learn how to here.
Customize your Trending Accounts logic
By default Trending Accounts will proactively show you accounts that are demonstrating either Bombora Intent or G2 Buyer Intent, and that have viewed at least 3 or more pages. You can filter Trending Account results to customize them to your own needs:
- Customize your own criteria for website engagement by setting a minimum threshold of total page views and/or unique visitors that are required to be considered an account demonstrating engagement in this view.
- Use the time frame filter to increase or decrease the recency of the trending accounts. The more recent the account was trending, the more urgent the marketing and sales outreach should be. The time range for which intent and engagement are meaningful signals is different depending on your sales cycle length.
- Use the Account List filter to find accounts that you do not currently have on any Account List. These represent growth opportunities, and we recommend sharing these accounts with your sales counterparts, and adding these accounts to advertising campaigns or playbooks.
- Apply the ICP filter to see if there are accounts that are trending and are also a good ICP Fit. If you find that accounts are trending, but not a good ICP, we recommend looking into these accounts to see if the account is one that warrants marketing and sales follow-up. Learn more about how to configure your own ICP models in RollWorks here.
- Configure the columns to customize the metadata about the account that’s shown – customers need flexibility around the information presented with each account to make the dashboard as useful as possible.
How to use Trending Accounts
Basic approach: Proactively prioritize your target accounts
Once you have placed the Pixel and selected your Bombora Company Surge Intent Topics, you’re ready to pursue the main use case of Trending Accounts: prioritizing accounts based on pre-set intent and engagement filters.
By default, you will see all accounts that are demonstrating intent/engagement on your website in the last 30 days. These are accounts that are hand raisers and require your timely attention.
Download the CSV file and share it with sales to ensure the accounts are a good fit and they will be pursued both with advertising and sales outreach. Then add these accounts to an Account List and target them with advertising campaigns or Playbooks.
Advanced approach: Use the Trending Account quick cards to identify your uncaptured demand
After exporting a CSV file of accounts that are in-market but you haven't captured yet you can share the list with your Sales/Revenue Ops team or with your Sales Managers to prioritize. Then you should add the same accounts to an Account List to target them with an advertising campaign or Playbook. ABM is the most effective when sales and marketing work on the same accounts!
Below are three preset uncaptured demand CSV exports available to download:
This quick export will return accounts that are in-market but aren't being targeted in your active advertising campaigns or Playbooks.
Download the CSV file and share it with sales to ensure the accounts are a good fit and they will be pursued both with advertising and sales outreach.
Then add these accounts to an Account List and target them with campaigns or Playbooks.
This quick export includes in-market accounts that aren't being worked on by your marketing or sales team because the account does not exist in your CRM. If you have both Salesforce and HubSpot integrated with RollWorks, we will use the CRM you have set up as your default.
Download the CSV file and share it with your Sales Ops and Sales team to populate your CRM with these new account records. Align with your Sales team to select which accounts are a good fit and should be pursued both with advertising and sales outreach.
Then add these accounts to an Account List and target them with campaigns or Playbooks.
Push RollWorks accounts to your CRM as new records
Create Account Record button allows you to create new account records with Trending Accounts that are not in your CRM instance. It will push them automatically to your CRM as new records.
Learn how to Push RollWorks accounts to your Salesforce as new records.
Learn how to Push RollWorks accounts to your HubSpot as new records.
This quick export includes in-market accounts that aren't being worked on by your marketing or sales team because the account does not have any Salesforce, HubSpot, or Marketo activities recorded.
Download the CSV file and share it with your Sales team to select which accounts are a good fit and should be pursued both with advertising and sales outreach. Then add these accounts to an Account List and target them with campaigns or Playbooks.
What Marketing and Sales Activities are included?
| CRM/MAP | Activities |
|---|---|
| Salesforce |
We ingest default Salesforce Activity. For example, Email Sent, Call, Meeting, Event, Opportunity created, etc. Additional custom activity based on your own Salesforce customizations may be available. |
| HubSpot | We ingest default HubSpot Activity. For example, Email Sent, Email Reply, Call, Meeting, Deal created, etc. |
| Marketo |
We ingest default Marketo Activity. For example, Email Sent, Email Opened, Click Link, Form Fill, etc. |
| Pardot |
We don't ingest Activity data from Pardot directly. However, we ingest all Activity from Salesforce through the RollWorks<>SFDC integration. If your Pardot and Salesforce instances are integrated, RollWorks will ingest Pardot activity via the RollWorks<>SFDC integration. |
Push accounts to your CRM as new records
From Trending Accounts, you can use the card called Not In Salesforce/Not in HubSpot to select accounts that are trending but that do not exist in your CRM yet, by using the Create Account Record button. You can filter the list of accounts before pushing them to your CRM to create new records.
Follow the articles below based on your default CRM:
- Learn how to Push RollWorks accounts to your Salesforce as new records.
- Learn how to Push RollWorks accounts to your HubSpot as new records.
Trending Accounts FAQs
What data about my Trending Accounts is synced to my CRM?
RollWorks syncs the following data related to Trending Accounts to your CRM:
- Historical Intent Data and Website Engagement data are available through the RollWorks Sales Insights widget in HubSpot and in Salesforce.
- Website engagement data is synced as custom fields and properties to Salesforce and HubSpot.
- Bombora Intent data is not synced to your CRM.
Follow the articles below based on your default CRM:
- Learn more about what RollWorks data is available in HubSpot.
- Learn more about what RollWorks data is available in Salesforce.
Are the accounts in my General Exclusions settings excluded from Trending Account results?
The accounts that you have excluded using the RollWorks setting called General Exclusions, will not be automatically excluded from Trending Account results. However, you can filter the results down to an individual account list, multiple account lists, or accounts that are not part of any account list to get a more tailored view of the accounts you are interested in.
Does an account have to be on an Account List to be surfaced as a Trending Account?
Trending Accounts do not need to be on an Account List to be surfaced. In fact, you can even filter to accounts that are not currently on an Account List to identify growth opportunities.
What are the recommended actions I should take with the Trending Accounts?
We recommend exporting the accounts to share with your team members, adding the accounts to an Account List, or adding the accounts to campaigns or Playbooks.
Why would an account appear as a Trending Account, but not have a Journey Stage?
Sometimes, an account does not meet the criteria of at least one of your Journey Stages. RollWorks will flag these accounts as 'excluded' from Journey Stages. When this happens, we recommend checking the logic of your Journey Stages to ensure it’s more inclusive.
Can I build an Account List of Trending Accounts?
Yes, follow the steps below:
- Export a list of Trending Accounts to CSV.
- Import the CSV to RollWorks using the Account List Builder.
The CSV you upload should be a simple list of website domains:
- Only one column with website domains
- Don't include headers
- Don't include additional columns
- Don't include subdomains
