Trending Accounts Guide

 Legacy feature

Trending Accounts will be replaced soon by the new RollWorks Command Center. The RollWorks Command Center is currently in Beta and some of the functionality is not finalized, and is currently being worked on. Please reach out to your Customer Success Manager or RollWorks Customer Support with any questions or feedback.

 

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

Access to Trending Accounts depends on your RollWorks package.

Your Package Trending Accounts
Standard Advertising Not Included - Market Insights Add On upgrade available
Advanced Advertising Included
ABM Included
ABM with Advanced Advertising 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.

 

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:

  1. Install the RollWorks Pixel on your website to allow RollWorks to track your website traffic. Learn how to here.
  2. Select your desired Bombora Company Surge Intent Topics that you want to monitor in RollWorks. Learn how to here.
  3. (Optional) Connect your G2 account to RollWorks to feed your G2 Intent data to Rollworks. Learn how to here.

 

Default Trending Accounts logic

RollWorks Package Trending Accounts Logic
Starter (Legacy)

Accounts with either Bombora Company Surge Intent OR G2 Intent

OR

Account viewed at least 3 pages on your website

Standard Advertising

Not Included - Market Insights Add-On upgrade available

All other packages

Accounts with either Bombora Company Surge Intent OR G2 Intent

AND

Account viewed at least 3 pages on your website

 

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. 

Screen Shot 2022-08-15 at 3.52.18 PM.png

  • 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.

Screenshot 2023-07-19 at 7.40.33 PM.png

  • 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.

Screenshot 2023-07-19 at 7.43.39 PM.png

  • 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:

Not Targeted Not in your CRM Missing Sales/Marketing Activity

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. Screenshot 2023-07-19 at 9.29.15 PM.png

 

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:

Screenshot 2023-07-19 at 8.53.08 PM.png

 

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:

 

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:

  1. Export a list of Trending Accounts to CSV.
  2. 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

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