RollWorks Keyword Intent

RollWorks uses many different types of Intent data, both proprietary, like Keyword Intent, and powered by 3rd parties like Bombora and G2. Combining multiple types of Intent data helps you triangulate true intent to purchase. 

  At a minimum, you should configure the following intent sources

Continue reading this article to learn how to use RollWorks Keyword Intent, or click here for an overview of all the Intent data sources available through RollWorks.

 

What is RollWorks Keyword Intent

At RollWorks we developed our proprietary technology to understand the types of content people at accounts are consuming across the web. To complement Bombora Company Surge® Intent which is sourced from 4,000 B2B websites, we source our intent data from the remaining 99% of the open web. To do this we partner with the biggest suppliers of ad inventory to access the text on a website for every ad impression NextRoll serves. Using RollWorks account de-anonymization capabilities, we are able to understand the content an account is consuming.

RollWorks intent keywords are flexible and granular
  • Keywords are not limited by a predefined list of options and you can input as many as you need.
  • Keywords do not require an exact match: we use semantic matching to understand which keywords are contained in the websites where impressions are served. Using semantic matching we can identify that the keyword "car" is semantically similar to "automobile".
  • We use a pre-trained natural language processing (NLP) model which measures how similar related texts are to the keywords being tracked. This approach allows you to input very specific keywords but does not require an exact keyword match.
How does RollWorks Keyword Intent work?
  1. NextRoll Impressions are associated with the account viewing the impression. This is effectively equivalent to measuring a page view on the open web. 
  2. As part of winning the impression (page view), we get access to the text on the website where the ad impression (page view) was served.  This, in combination with Step 1, gives us the browsing history of accounts.
  3. We use NLP modeling to determine how close a Keyword matches the text of a website where a company was browsing.
  4. Based on how closely the text matches the keyword, we generate a score between the Keyword and the browsing history of an account. These scores in combination with the browsing history of an account paints a picture of how interested an account is in a keyword.
  5. We use the last 7 days of an account’s browsing history to compute an Affinity Score between an account and a keyword, and organize those scores into semantic labels of High and Very High.
  6. If an account is demonstrating intent for a Keyword at a Very High level, the account is consuming content related to that keyword in the top 1% of all other keywords.  If an account is demonstrating intent for a keyword at a High level, the account is consuming content related to that keyword in the top 10% of all other keywords.
Is RollWorks Keyword Intent data available retroactively?

RollWorks will start scanning a keyword on the web as soon as one customer adds the keyword to RollWorks.

When you start monitoring a new keyword in your RollWorks account:

  • If the keyword you add is already being tracked by another customer then yes, you will have retroactive intent signals available within 24 hours in your RollWorks Account.
  • If the keyword you add is not being tracked already by another customer, you will not have any retroactive intent signals available, and monitoring starts from the moment you add the keyword to RollWorks.

RollWorks Keyword Intent data will be synced to your CRM accounts/company records daily:

hb logo.png For HubSpot: The previous day’s keyword intent data will be overwritten, ensuring you have the latest intent data available. 

SF LOGO.png For Salesforce: ​​We send fresh data every day and once we have 5 days worth of data we start deleting data older than 5 days.

If you would like to see historical intent data in your CRM you can use the RollWorks Sales Insights widget in HubSpot or in Salesforce. You must have a Sales insights seat assigned.

 

Intent Level: Very High vs High

The level of Keyword intent for a specific keyword for a specific account is determined by how your target account is consuming content related to that keyword in comparison with all the other hundreds of thousands of keywords that RollWorks tracks globally.

Keyword Intent Level How it is calculated
Very High The account is consuming content related to that keyword in the top 1% of all other keywords tracked by RollWorks. 
High The account is consuming content related to that keyword in the top 10% of all other keywords tracked by RollWorks.

 

Who can access

Customers with any RollWorks paid package have access to Keyword intent. You will be able to select as many keywords as needed, with a technical limit of 150 keywords in total per RollWorks account. If you need more than 150 keywords please reach out to RollWorks Customer Support or your Account Manager.

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.

 

Select your RollWorks Intent Keywords

We recommend that you select your Bombora Company Surge® Intent Topics first so that the RollWorks platform can give you proactive recommendations based on the Bombora topics you have selected.

You can go ahead and accept our keyword recommendations or you can type in your own keywords following these steps:

  • Log in to RollWorks and navigate to Account Insights > Intent Data.
  • Click the tab called RollWorks Keyword Intent.
  • Click Edit Keywords.

  • Click Add Manually to choose your own keywords.

  • Type your desired Keywords. Click here for best practices to choose your keywords.
  • Click Save.
  • After you save your keywords they may take up to 24 hours to populate in the RollWorks Platform.

 

Best Practices to select RollWorks Intent Keywords

RollWorks Recommendations Examples
RollWorks enables customers to track granular and arbitrary keywords. Input hyper-relevant terms or your competitor names.

Netscout

(Competitor company providing cyber security solutions).

Use granular keywords that refer to the pain points your product or service solves for. DoS attack, Ransomware.
When tracking company names please ensure that you are spelling the full name of the company.

For example: 

"Zoom Video Communications" instead of "Zoom".

Don’t go very broad, keyword intent works better if you are specific or niche. Do not input "Security" because that word is going to be contained in millions of articles that may not apply to the specific type of security you are looking to monitor. Instead, input "Cloud Security Platform".
When inputting an acronym, you may experience a very high number of wrong accounts showing intent. To avoid this issue we suggest inputting the full set of words the acronym stands for.

For example:

Don't input: SCORM

Instead input: Sharable Content Object Reference Model

 

Get Keyword Recommendations

Our Keyword recommendations enable you to copy your current Bombora Intent Topics over as RollWorks Keywords. This will enable you to see a holistic view of all accounts that are researching a given topic/keyword because of the way that Bombora and RollWorks intent data sources complement each other (Bombora from a co-op of 4,000 B2B sites and RollWorks from the other 99% of open web). We are working on enhancing Keyword recommendations in the future.

To add keywords recommended by RollWorks follow the steps below:

  • Log in to RollWorks and navigate to Account Insights > Intent Data.
  • Click the tab called RollWorks Keyword intent.
  • Click Edit Keywords.

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Click Get Recommendations.

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Filter Accounts demonstrating intent

You can filter the Accounts showing keyword intent based on:

  • The specific keyword the account is showing intent for.
  • Whether the account is on an Account List or not.
  • The specific Account List name the account is on.

Export Accounts demonstrating Keyword Intent

  • Log in to RollWorks and navigate to Account Insights > Intent Data.
  • Click the tab called Keyword Intent.
  • Under Accounts Demonstrating Intent click Take Action > Export.

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Create an intent-based Account List

  Interactive demo

Click here for an interactive demo to create an intent-based Account List combining two intent sources: Bombora Company Surge and RollWorks Keyword Intent.

RollWorks Keyword Intent data is available in the Account List Builder so that you can create your Account Lists and Account groups. The following are the RollWorks Keyword Intent attributes available:

  • Intent Signal Recency.
  • Intent Level.
  • Keywords.

29.11.2022_22.45.09_REC.png

You can use RollWorks Keyword Intent data to add Accounts that are showing interest in your product or category based on their content consumption across the web. To use this data source you will need to select your keywords first.

Example:

In this example, we will show how to build an Account List combining 'RollWorks Keyword Intent' and 'Salesforce Account' using an 'AND' statement to create logic that includes accounts that are your existing customers and are surging with Intent because they are researching your competitors.

  • Log in to RollWorks and go to Audiences > Accounts Lists and click Create a List.
  • Select Salesforce Account as your source and choose the attribute that flags your existing customers. In our example, we used 'Salesforce Account' Account Type = SaaS Customer

29.11.2022_23.27.14_REC.png

  • Click AND to add a new filter logic
  • Select RollWorks Keyword Intent as your source and fill out the attributes as follows:
  • Select Intent Signal Recency:
    • 'Last 7 days'
    • 'Last 14 days'
  • Select Intent Level:
    • 'Very High'
    • 'High'
  • Select the name of your competitors as your keywords

29.11.2022_23.33.40_REC.png

The video below includes a demo of how to identify your existing customers that are researching your competitors:

 

 

Push RollWorks Keyword Intent data to HubSpot

After you complete the initial installation of the HubSpot<>RollWorks integration, RollWorks will start syncing Keyword Intent data to your HubSpot Company records automatically.

  How do we sync keywords to HubSpot?

 RollWorks will sync Keyword Intent data every day and will override the data from the prior day. If you would like to see historical intent data in your CRM you can use the RollWorks Sales Insights widget in HubSpot. You must have a Sales insights seat assigned.

RollWorks Keyword Intent data will be written into your default HubSpot Company objects using the custom properties in the table below.

HubSpot Company custom property Definition Sample value
Very High Intent Keywords This property will include a comma-separated list of all Keywords the company is demonstrating intent for at a “Very High” level…. Account-based Marketing, RollWorks, Digital Advertising, Ideal Customer Profile
High intent Keywords  This property will include a comma-separated list of all Keywords the company is demonstrating intent for at a “High” level… Intent Data, Customer Journey Predictions, B2B Marketing
Sync Date This field will include the last sync date. 1/30/2023

To learn more about how RollWorks machine learning determines the level of Intent (Very High Intent Keywords vs High Intent Keywords) jump back to this section.

 

Conditions to sync Keyword intent to HubSpot

RollWorks will sync Keyword Intent data HubSpot only when both conditions below are met:

  1. The account is surging with intent for one of the keywords you added to RollWorks.
  2. The Account already exists in HubSpot.

If you wish to identify accounts that are demonstrating intent and do not exist in HubSpot, we recommend using the RollWorks Trending Accounts feature or creating a new Account List based on RollWorks Intent Keywords.

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Push RollWorks Keyword Intent to Salesforce

After you complete the initial installation of the Salesforce<>RollWorks integration, RollWorks will start syncing Keyword Intent data to your Salesforce Account records automatically.

  How do we sync keywords to Salesforce?

RollWorks will sync Keyword Intent data to Salesforce by creating a custom object called RollWorks Keyword Intent containing 5 custom fields. We will sync Keyword Intent data to these Salesforce custom fields every day. Once we have 5 days' worth of data we start deleting data older than 5 days.

 Troubleshooting: Keywords are not synced to Salesforce

To ensure Keyword intent data is synced to your salesforce Account records confirm the following with your Salesforce Administrator:

  • The installation of the Salesforce<>RollWorks integration outlined in this article has been completed.
  • The Custom object called 'RollWorks Keyword Intent' has been added to your account page layout in Salesforce. For additional help editing your Salesforce account page layouts click here
RollWorks Keyword Intent data attributes pushed to Salesforce
Custom Field Definition Sample value
Level This field will indicate the intent level the account demonstrated for each keyword being tracked in RollWorks. Very High, High
Keywords This field will show you which keyword the account is demonstrating intent at the given level. Each intent keyword will be separated by commas. Account-based Marketing, RollWorks, Digital Advertising, Ideal Customer Profile
Keywords Intent Sync Date This field will include the last sync date so you can ensure any Salesforce reports and automated processes are using the latest data. 1/30/2023
Keyword Intent Name A primary key of that has no meaning.  We recommend not including this field in the default layout RWKI-00345016
Keywords Continuation This field is used in the event the Keyword volume exceeds the “Keyword” field’s maximum character count. Programmatic Advertising, direct mail

Click here to see the full list of RollWorks data attributes we sync to Salesforce.

 

Conditions to sync Keyword intent to Salesforce

RollWorks will sync Keyword Intent data Salesforce only when both conditions below are met:

  1. The account is surging with intent for one of the keywords you added to RollWorks.
  2. The Account already exists in Salesforce.

If you wish to identify accounts that are demonstrating intent and do not exist in Salesforce, we recommend viewing the Trending Accounts area of the application.

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Use Cases

Find More Accounts Prevent Customer Churn Prioritize Account Lists

 

RollWorks Keyword Intent FAQ

Can I bulk upload a CSV file with all my desired Keywords?

At this time intent keywords can only be entered manually by typing them one at a time. We are looking to improve this experience in the future.

 

Can I enter several words together as one keyword to monitor a phrase?

Yes, you can input a string of words up to 300 characters.

 

Can I see Keyword Intent for my accounts retroactively?

If the keyword you add is already being tracked by another customer then yes, you will have retroactive intent signals available within 24 hours in your RollWorks Account.

If the keyword you add is not being tracked already by another customer, you will not have any retroactive intent signals available, and monitoring starts from the moment you add the keyword to RollWorks.

 

How do you recommend Keywords?

The RollWorks platform can give you proactive recommendations based on the Bombora topics you have already selected. We recommend that you select your Bombora Company Surge® Intent Topics first. We are looking to enhance how we provide you with keyword recommendations in the future.

 

Can I use Keywords in different languages? 

Yes. We use a multilingual model and entering the same keyword in different languages is expected to generate similar results, but the results may not be identical.

When you enter a keyword in any of our 50 supported languages, the system will automatically trigger keywords for their translations in the other 50 languages. There is no need to enter the same keyword in more than one language on purpose.

 

Why I cannot see Keyword Intent data in my Salesforce accounts?

If you cannot see RollWorks Keyword Intent in your Salesforce Account records contact your Salesforce Administrator to confirm:

  • The initial installation of the Salesforce<>RollWorks integration outlined in this help center article has been completed.
  • The Custom object called RollWorks Keyword Intent has been added to your account page layout in Salesforce. For additional help editing your Salesforce account page layouts click here.

 

How can I ensure that not surfacing my own competitors that are researching a topic?

When building your Account Lists with the Account List builder, make sure that you use the filter to exclude competitors, your own company, or existing customers. Before you can select these exclusions when creating your Account Lists you must go to Settings and within General Exclusions select who are your current customers, competitors, and your own coworkers.

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