Account Spike Reports in HubSpot

 Partner with your Sales Team

The people who will use Account Spike reports in Salesforce are your SDRs, Sales Reps, and Sales Managers, for this reason, you must partner with a stakeholder in sales leadership to customize Account Spike reports and tailor them to their needs. You must ensure there is accountability on their side to use and act on these Account Spike reports. Optimal ABM impact is only possible when Marketing and Sales teams are aligned and focused on the same Accounts!

 

Who are the main users of Account Spike reports?

Account Spike Reports in Salesforce should be used by your sales team: SDRs, Sales Reps, AEs, and Sales Managers. Below you can find the different ways that these sales roles should be using Account Spike reports in Salesforce in combination with Account Spike email alerts.

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RollWorks Account Spike 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

Contact-level RollWorks data is not synced to HubSpot

We don't sync any contact-level ad performance metrics, account identification, or spike data to HubSpot Contact or Lead records, therefore you cannot create Contact or Lead HubSpot reports using RollWorks data. Only Company-level reports can be created in HubSpot.

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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.

 

Who can access

Access to Account Spike data in your CRM depends on your RollWorks package:

Your Package Account Spike data synced to CRM
Standard Advertising Not included
Advanced Advertising Not included
Advanced Advertising with Sales Insights 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.

 

Account Spike data attributes available in HubSpot

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

Custom Company Properties

Definition

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 Low, Medium, or High for spike activity, it is compared to your own organic website engagement.

Last Spike Date

Shows the last time an account spiked in engagement.

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. Learn more about how matched contacts work here.

Spike Reason

This field refers to the engagement actions that occurred leading to the account spiking. For example # of ad clicks, # of unique visitors, # of conversion page views.

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.

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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.

Dashboards recommended How to use them
RollWorks Spiking Account Dashboard

Show your Sales team what companies are showing the highest web engagement, or as we call it: Spike.

“Spike Level” will rank the level of engagement shown by the Company (High🔥🔥🔥, Medium🔥🔥, or Low🔥).

 “Spike Date” will let you know when the engagement occurred.

 “Last Spike has Matched Contacts” will indicate if RollWorks has been able to de-anonymize the visitor against your Contacts.

 

RollWorks Account Spike Dashboard

To create your Dashboards follow the steps below:

Screen_Shot_2022-06-02_at_7.03.31_PM.png

  • Select Blank Dashboard and click +.

Screen_Shot_2022-06-02_at_7.05.37_PM.png

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

Screen_Shot_2022-08-18_at_3.28.49_PM.png

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:

Screen_Shot_2022-08-18_at_3.27.00_PM.png

 

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.

Screen Shot 2022-06-02 at 6.31.04 PM.png

  • Click Add Company Property and add Company Name.Screen Recording 2021-10-25 at 12.41.09 PM.gif
  • Type RollWorks under Find a Property and select:
      • Spike Level
      • Spike date
      • Last Spike has Matched Contacts

Screen_Shot_2022-08-18_at_3.38.05_PM.png

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

Screen_Shot_2022-08-18_at_3.41.09_PM.png

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

Screen_Shot_2022-08-18_at_3.46.00_PM.png

Save in your RollWorks Spiking Accounts Dashboard:

Screen_Shot_2022-08-18_at_3.48.51_PM.png

 

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.

Screenshot

 

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.

Screen Shot 2022-06-02 at 3.12.53 PM.png

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

Screen_Shot_2022-08-18_at_4.25.23_PM.png

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

Screen Shot 2022-06-08 at 3.44.18 PM.png

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

Screen_Shot_2022-08-18_at_4.28.40_PM.png

  • Drag Spike Level under Break down by.

Screen_Shot_2022-08-18_at_4.28.58_PM.png

  • 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.

Screen_Shot_2022-08-18_at_4.12.16_PM.png

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

Screen_Shot_2022-08-18_at_4.32.17_PM.png

  • 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.

Screen Shot 2022-06-02 at 3.12.53 PM.png

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

Screen_Shot_2022-08-18_at_4.25.23_PM.png

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

Screen Shot 2022-06-08 at 3.44.18 PM.png

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

Screen_Shot_2022-08-18_at_4.34.20_PM.png

  • Drag Spike Level under Break down by.

Screen_Shot_2022-08-18_at_4.34.33_PM.png

  • 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.

Screen_Shot_2022-08-18_at_4.12.16_PM.png

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

Screen_Shot_2022-08-18_at_4.37.33_PM.png

  • 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.

Screen Shot 2022-06-02 at 3.12.53 PM.png

  • Click the tab Configure and choose Chart  = Vertical bar

Screen_Shot_2022-08-18_at_4.25.23_PM.png

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

Screen Shot 2022-06-08 at 3.44.18 PM.png

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

Screen_Shot_2022-08-18_at_4.39.48_PM.png

  • Drag Spike Level under Break down by.

Screen_Shot_2022-08-18_at_4.40.06_PM.png

  • 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.

Screen_Shot_2022-08-18_at_4.12.16_PM.png

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

Screen_Shot_2022-08-18_at_4.42.52_PM.png

  • 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.

Screen Shot 2022-06-02 at 3.12.53 PM.png

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

Screen_Shot_2022-08-18_at_4.44.59_PM.png

  • Drag a Deal Stage to the X-axis.

Screen_Shot_2022-08-18_at_4.45.18_PM.png

  • Drag Spike Level under Break down by.

Screen_Shot_2022-08-18_at_4.45.32_PM.png

  • 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.

Screen_Shot_2022-08-18_at_4.49.51_PM.png

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

Screen_Shot_2022-08-18_at_4.51.41_PM.png

  • 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.
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