Account Spike Reports in HubSpot

RollWorks data in HubSpot

After completing the HubSpot Integration initial configuration outlined in this Help Center guide, RollWorks will automatically create a set of custom Company Properties in HubSpot to export RollWorks data. 

Using the different RollWorks Company properties available in HubSpot you can create different types of reports:

• Engagement & Advertising reports (page views, ad clicks, etc). Jump to this article.
• Account identification reports (journey stage, ICP fit grade, keyword intent). Jump to this article.
• Account Spike reports (account spike level, date, and matched contacts). Continue reading to learn how to create and use Account Spike Reports in HubSpot.

Account Spike data attributes available in HubSpot

The Company properties in the table below are available to use to create HubSpot Custom Reports. 

The Sales Insights Spike properties available to create custom reports are available only for ‘Company’ records only, therefore you will need to select ‘Company’ as the ‘primary data source’ when creating a Custom Report in HubSpot. At this time Sales Insights Spike properties are not available for Contact or Lead records.

Organize your RollWorks Reports & Dashboards in HubSpot

As a first step, we recommend that you create different Dashboards in HubSpot to stay organized and help your Sales team use and understand RollWorks data. The instructions in this guide should provide guidance to build reports and visualizations, however, you can customize and create your own reports as needed. Dashboards will help you keep your reports organized and accessible to team members.

RollWorks Account Spike Dashboard

To create your Dashboards follow the steps below:

• Sign in to HubSpot, go to Reports, and click Dashboards.

• Select Blank Dashboard and click +.

• Add our suggested title RollWorks Spiking Accounts Dashboard click Create Dashboard.

In the following sections of this guide, we will walk you through how to create several Account Spike focussed reports in HubSpot that should be saved in your 'RollWorks Account Spike Dashboard'. After creating and saving all the reports, your dashboard may look like the one depicted below:

Report: Lists of Spiking Accounts

The most basic report you can create is a list of HubSpot Company records displaying the associated RollWorks Spike Level and Spike Date as a column.

Follow the steps below to create a basic company list report:

• Sign in to HubSpot, go to Reports, and click Create Custom Report.
• Select Single Object, choose the object Companies, and click Next.

• Click Add Company Property and add Company Name.
• Type RollWorks under Find a Property and select:
  • • Spike Level
    • Spike date
    • Last Spike has Matched Contacts

• Your resulting list of spiking accounts will look like the one below, then click Next.

• Select Chart Type = Table.
• Select Configure Table = Unsumarized data table.
• Click Save.

Save in your RollWorks Spiking Accounts Dashboard:

Use this report to understand which accounts recently exhibited a spike in engagement with your website compared with their prior activity, these insights should be actioned quickly by your Sales team. If we were able to match the visitor that drove the spike with one of your HubSpot contacts the field Last Spike has matched contacts will show as True.

Your most valuable Accounts for your Sales teams to act on are those that exhibit:

1. Most recent Spike date, time is of the essence to act on Spike data.
2. High Spike level 🔥🔥🔥, the most significant increase in engagement with your website.
3. Have matched contacts in your CRM, so you know who to reach out to.

Filter Spiking Accounts by 'Last Spike has matched contacts'

'Last Spike Has Matched Contacts' is a true/false boolean property in HubSpot that indicates if there are any matched deanonymized contacts for an account with a recent Account Spike at the moment the last Spike happened.

RollWorks will write in the 'Last Spike Has Matched Contacts' property only when all three conditions below are met:

1. An Account Spike was recorded for this specific account record.
2. A contact record exists in your CRM with a valid email address (this is a legal requirement).
3. The email address captured by the Pixel is an exact 1-to-1 match with the email address in the existing CRM contact record.

Report: Spiking Companies per Account List

With this report, you can measure the performance of RollWorks Campaigns for each RollWorks Account List.

• Sign in to HubSpot, go to Reports, and click Create Custom Report.
• Select Custom Report Builder.
• Select Companies as your primary data source in the drop-down menu.
• Mark the checkbox Deals under CRM as your additional data source.
• Click Next.

• Click the tab Configure and choose Chart  = Vertical bar.

• Drag # Count of Companies to the Y-axis.

• Drag the field RollWorks Account List Name to the X-axis.

• Drag Spike Level under Break down by.

• Click the Filter tab and apply the filter:
  • • Companies Spike Level is any of High, Medium, or Low.
    • You can adjust this filter based on your own needs if you only want to see High-Level Spikes for example.

• Your resulting report should look similar to the one below:

• Click Save report and name it Spiking Companies per Account List.
• Save this report in the dashboard called RollWorks Spiking Accounts Dashboard to stay organized.

Report: Spiking Companies per Campaign

With this report, you can measure the performance of RollWorks Campaigns for each RollWorks Account List.

• Sign in to HubSpot, go to Reports, and click Create Custom Report.
• Select Custom Report Builder.
• Select Companies as your primary data source in the drop-down menu.
• Mark the checkbox Deals under CRM as your additional data source.
• Click Next.

• Click the tab Configure and choose Chart  = Vertical bar.

• Drag # Count of Companies to the Y-axis.

• Drag the field Active RollWorks Campaigns/Playbooks to the X-axis.

• Drag Spike Level under Break down by.

• Click the Filter tab and apply the filter:
  • • Companies Spike Level is any of High, Medium, or Low.
    • You can adjust this filter based on your own needs if you only want to see High Level Spikes for example.

• Your resulting report should look similar to the one below:

• Click Save report and name it Spiking Companies per Campaign.
• Save this report in the dashboard called RollWorks Spiking Accounts Dashboard to stay organized.

Report: Spiking Companies per Journey Stage

• Sign in to HubSpot, go to Reports, and click Create Custom Report.
• Select Custom Report Builder.
• Select Companies as your primary data source in the drop-down menu.
• Mark the checkbox Deals under CRM as your additional data source.
• Click Next.

• Click the tab Configure and choose Chart  = Vertical bar

• Drag # Count of Companies to the Y-axis.

• Drag the field Journey Stage to the X-axis.

• Drag Spike Level under Break down by.

• Click the Filter tab and apply the filter:
  • • Companies Spike Level is any of High, Medium, or Low.
    • You can adjust this filter based on your own needs if you only want to see High-Level Spikes for example.

• Your resulting report should look similar to the one below:

• Click Save report and name it Spiking Companies per Journey Stage.
• Save this report in the dashboard called RollWorks Spiking Accounts Dashboard to stay organized.

Report: Spike across pipeline Deal Stages

In this section, we will walk you through how to create more complex reports and visualizations using both your Company and Deal data in combination with RollWorks Account Spike data. We recommend that you use your own naming convention that describes how each report created can be used and that you save your reports in the dashboard 'RollWorks Spiking Account Dashboard' for easy access to all users.

• Sign in to HubSpot, go to Reports, and click Create Custom Report.
• Select Custom Report Builder.
• Choose Companies as your primary data source.
• An additional object as your CRM source for this report, for example, Deals as your data sources, and click Next.
  

• Drag # Count of Deals to the Y-axis.

• Drag a Deal Stage to the X-axis.

• Drag Spike Level under Break down by.

• Click the Filter tab and apply the filter:
  • • Companies Spike Level is known.
    • Companies Spike Level has been updated in the last 90 days.
    • You can adjust this filter based on your own needs and your sales cycle.

• Your resulting report should look similar to the one below:

• Click Save report and name it Spiking across pipeline deal stages.
• Save this report in the dashboard called RollWorks Spiking Accounts Dashboard to stay organized.