RollWorks Keyword Intent

RollWorks offers you different Intent sources, some proprietary like RollWorks Keyword Intent, and some powered by third-party partners like Bombora and G2. Considering that ~85% of your target accounts are likely not in-market right now you should combine multiple types of Intent data to triangulate true buyer intent to purchase and target the accounts that are showing intent signals.

  We recommend using multiple intent sources in your strategy

Click here for an overview of the different types you can use through RollWorks.

Continue reading this article to learn how to configure and act on Keyword Intent.

Not sure what intent signals are? Click here to learn the fundamentals of intent signals.

 

Who can access

Access to RollWorks Keyword Intent depends on your package.

You can select up to 1,000 keywords in total per RollWorks account. If you need more than 1,000 keywords please reach out to your Account Manager to add them at no cost.

Your Package RollWorks Keyword Intent
Standard Advertising Not Included
Advanced Advertising Included up to 1,000 keywords
ABM Included up to 1,000 keywords
ABM with Advanced Advertising Included up to 1,000 keywords
Starter (Legacy) Included up to 1,000 keywords
Standard (Legacy) Included up to 1,000 keywords
Professional (Legacy) Included up to 1,000 keywords
Ultimate (Legacy) Included up to 1,000 keywords
Free Tier Not included

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

 

What is RollWorks Keyword Intent

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 +5,000 B2B sites, 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.

Can I input any keyword I want?
  • You can enter any keyword you want. You are not limited to a predefined list of options. Make sure to follow our best practices when entering a keyword to ensure optimal account intent signal tracking and to avoid "bad keywords".
  • 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 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 determine 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 two Intent Levels: High and Very High. 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 Keyword Intent data available retroactively?

RollWorks will start monitoring a keyword on the open web as soon as at least one customer adds the keyword to their RollWorks account.

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

  • If the keyword you add is already being tracked by RollWorks, you will have intent signals available immediately.
  • If the keyword you add is new to RollWorks because we are not tracking it yet, you will not have any retroactive intent signals available, and monitoring starts from the moment you add the keyword to RollWorks and it may take up to 48 hours to see results. The keyword will appear as processing until intent signals are available.

How can I see Intent Keywords in my CRM?

RollWorks Keyword Intent data will be synced to your CRM daily. We send fresh data every day and once we have 5 days worth of data we start deleting data older than 5 days. Jump to the following sections to learn more:

If you would like to see historical intent data older than 5 days you can do this one account at a time:

 

Use cases

Find More Accounts Prevent Customer Churn Prioritize Account Lists

 

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.

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 two Intent Levels: Very High and High

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.

You can use the filter Intent Level when:

  • Looking at which accounts surging with keyword intent on the Intent Data page.

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Keyword Status

The keywords you enter will be given a status to determine the keyword's accuracy. You will see the Keyword Status next to your keywords.

Status Description
Screenshot The keyword is being actively monitored and showing results.
Screenshot
Screenshot The keyword is too broad and it will not generate meaningful or accurate results. This alert is generated when a keyword results in more than 15,000 accounts surging with Very High intent. When creating an Account List or Contact List you will be alerted.

 

Keywords Date Range

Keyword status may change depending on the date range you set.

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For example, if the keyword has only processed 21 days of data, it will show as Accepted when you check the data for the Last 7 Days, but it will still show as Processing when you check the data for the Last 30 Days.

You can check how many days of data you already have when you hover over the Processing status.

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Enter your keywords manually

When entering your keywords manually we recommend following the best practices below to avoid bad keyword results or empty results.

RollWorks Recommendations Examples

Enter the name of your company and competitors:

- Use the correct capitalization. Capitalized keywords are more likely to be mapped to companies.

- Use the full company name spelled out and avoid acronyms.

- If their company name is a common word (i.e. Monday) we suggest that you use the domain. Inputting the domain is the most reliable way to get a company match.

"monday.com" instead of "Monday"

"Zoom Video Communications" instead of "Zoom"

"Ernst & Young" instead of "EY"

"Consumer Value Stores" instead of "CVS"

Enter the name of your product category, industry, and any terms your company uses for SEO:

- Use the full term spelled out and avoid acronyms

- Don’t go very broad, keyword intent works better if you are specific or niche.

Broad terms like "Marketing" and "Security" are contained in millions of articles that may not apply to the specific type of category you are looking to monitor. 

"Customer Relationship Management" instead of CRM

"Account Based Marketing" instead of "marketing"

"Cloud Security Platform" instead of "security"

Enter granular keywords that refer to the pain points your product or service solves for. Ransomware, Malware, Phishing Attacks

If you decide to use an acronym, you may experience a very high number of wrong accounts showing intent. If the total amount of accounts showing a Very High Intent Level in the last 7 days is above 15K the results may not be accurate. To avoid bad keywords we suggest inputting the fill set of words the acronym stands for. 

 

"Sharable Content Object Reference Model" instead of SCORM

 

 

Once you have decided which keywords to monitor, proceed to select them in the RollWorks platform:

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

  • Click Add Manually to choose your own keywords

Screenshot 2024-04-03 at 11.18.47 AM.pngEnter your desired keywords using one of these methods:

    • Type each individual keyword one-by-one
    • Upload a CSV file
  • Click Save

You are done! The total number of keywords selected will display on the right-hand side. You have a maximum of 1,000 keywords. Contact your Customer Success Manager if you need more.

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After saving your keywords you can review their status to understand which keywords require additional processing time and which keywords have data available immediately:

  • Navigate to Insights > Intent Data
  • Click on the Keywords tab

Keywords that need additional processing time will take up to 48 hours to start tracking and showing results.

Click on the blue numbers below the column Accounts Showing Intent to see a detailed breakdown of which accounts are surging with intent for a specific keyword.

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Troubleshooting "bad keywords"

How to identify a "bad keyword"

You will identify a bad keyword if:

  1. There is an excessive number of accounts showing intent for a specific keyword at a high or very high level, OR
  2. Very few accounts are showing intent.

If there is an excessive amount of accounts showing intent you will be able to see this on the keyword intent app page. As a benchmark, any keywords showing more than 15,000 accounts surging with Very High intent will show a Too Broad status and should be reviewed. Use these best practices to select a replacement keyword.

 

How to fix a "bad keyword"

For company names:

  • Replace the company name with the company domain.
  • Try inputting a different variation of the company name to help disambiguate, don't use acronyms or common words. Using the company domain is the most reliable way to get a company match.
  • Use the correct capitalization. Capitalized keywords are more likely to be mapped to companies.

For other keywords that aren't company names:

  • If you're getting too many results, add more context to the keyword.
  • If you're getting too few results, make the keyword more generic.

Read our keyword best practices to learn what to avoid and what formats to use.

 

Get keyword recommendations

  Keyword recommendations are based on your Bombora Intent Topics

To get intent keyword recommendations, first, you must select Bombora Company Surge Intent Topics in your RollWorks account.

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 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 showing intent

From the Keyword intent page in the app, click on the tab Accounts to view which accounts are surging with intent.

You can apply the following filters to narrow down the total list of accounts showing intent:

  • Account Lists
  • Journey Stages
  • Keywords
  • Last Intent Date
  • Country
  • Industry
  • Company Size

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Additionally, you can filter by whether the account is on an Account List or not.

 

Export accounts showing intent

  • Log in to RollWorks and navigate to Insights > Intent Data.
  • Click the tab called Keyword Intent.
  • Under Accounts Showing 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.

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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

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  • 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'
    • 'Last 30 days'
    • 'Last 90 days'

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  • Select Intent Level. Click here to learn how the intent level is calculated.
    • 'Very High' 
    • 'High'

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  • Select the keywords you want to use, for example, your competitor names. If you cannot find them in the dropdown you need to go back and start tracking them by following these steps.

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Create an account list of companies researching your competitors

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

 

 

View intent topics surging for a specific account

If you want to see the Intent topics surging for a specific Account you can do so by clicking on the Account name anywhere in the RollWorks platform to open the Account details page. Click the 'Intent Data' tab to see the specific Keywords the account is surging on during the selected time period. In addition to Bombora Intent, this view also includes Bombora Company Surge intent signals.

This information at the account level is useful for Sales reps when using the Sales Insights widget and looking at an account to customize their outreach and messaging. 

In the example below the account Vandelay is surging on different intent topics, including some competitors, this can give an indication to the sales rep that the account is further down the buying process and also can help them prepare for the next conversation or outreach to talk about competitive 

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If you want to view intent signals for all accounts and not only for a specific account navigate to Insights > Intent Data.

 

Push Keyword Intent data to HubSpot

After completing the initial installation of the HubSpot<>RollWorks integration RollWorks will start syncing Keyword Intent data to your HubSpot Company records using custom properties.

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

  1. The Company record already exists in HubSpot with a correct website filled in
  2. The account is surging with intent for some of the keywords added to RollWorks

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

  We sync the last 5 days on intent data to HubSpot

 RollWorks will sync Keyword Intent 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. 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.

Custom Property Name 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

Click here to see the full list of RollWorks data points synced to HubSpot.

If you wish to identify accounts that are demonstrating intent and do not exist in HubSpot yet, we recommend using the RollWorks Command Center to discover new accounts and push them to HubSpot as new records.

 

Push Keyword Intent data to Salesforce

After you complete the initial installation of the Salesforce<>RollWorks integration, RollWorks will start syncing Keyword Intent data to the Salesforce custom object called RollWorks Keyword Intent.

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

  1. An Account record already exists in Salesforce with a correct website filled in
  2. The account is surging with intent for some of the keywords added to RollWorks

If you wish to identify accounts that are demonstrating intent and do not exist in Salesforce yet, we recommend using the RollWorks Command Center to discover new accounts and push them to Salesforce as new records.

 

  We sync the last 5 days of intent data 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.

The table below includes all the custom fields available under the 'RollWorks Keyword Intent' custom object and their definitions.

Custom Field Name 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 Continuation This field is used in the event the Keyword volume exceeds the “Keywords' field’s maximum character count. Programmatic Advertising, direct mail
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
RollWorks Keyword Intent Name A primary key of that has no meaning.  We recommend not including this field in the default layout RWKI-00345016

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

 

 Troubleshooting: Keywords 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

The 'RollWorks Keyword Intent' custom object will contain the intent keywords and intent level for the accounts that are surging with the list of intent keywords you are monitoring through RollWorks RollWorks will write new intent data every day and once we have 5 days worth of data we will start deleting intent data older than 5 days.

 

RollWorks Keyword Intent FAQ

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. We recommend that you enter strings of words and avoid using acronyms when possible to prevent "bad keywords".

 

Are keywords case-sensitive?

Yes, keywords are case-sensitive. When entering company names as keywords you should use the correct capitalization. Capitalized keywords are more likely to be mapped to companies.

For example, the three keywords below are processed as three separate keywords and may result in different outcomes:

  • RollWorks
  • Rollworks
  • rollworks

 

Can I see Keyword Intent for my accounts retroactively?

If the keyword you add is already being tracked by RollWorks then yes, you will have retroactive intent signals available for the dates prior to entering the keyword for the first time.

If the keyword added is not being tracked already by RollWorks, you will not have any retroactive intent data available, and monitoring will start only from the moment you add the keyword to RollWorks.

 

How do you recommend Keywords?

The RollWorks platform can give you keyword recommendations based on the Bombora topics you have already selected. Click here to learn how it works.

If you are unsure where to start follow our best practices to choose your keywords.

 

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 53 supported languages, the system will automatically trigger keywords for their translations in the other 53 languages. There is no need to enter the same keyword in more than one language on purpose. You will find the list of supported languages below:

Supported languages
Language Code Language
ar Arabic
bg Bulgarian
ca Catalan
cs Czech
da Danish
de German
el Greek
en English
es Spanish
et Estonian
fa Persian
fi Finnish
fr French
fr-ca French (Canada)
gl Galician
gu Gujarati
he Hebrew
hi Hindi
hr Croatian
hu Hungarian
hy Armenian
id Indonesian
it Italian
ja Japanese
ka Georgian
ko Korean
ku Kurdish
lt Lithuanian
lv Latvian, Lettish
mk Macedonian
mn Mongolian
mr Marathi
ms Malay
my Burmese
nb Norwegian (Bokmål)
nl Dutch
pl Polish
pt Portuguese
pt-br Portuguese (Portugal)
ro Romanian
ru Russian
sk Slovak
sl Slovenian
sq Albanian
sr Serbian
sv Swedish
th Thai
tr Turkish
uk Ukrainian
ur Urdu
vi Vietnamese
zh-cn Chinese (PRC)
zh-tw Chinese (Taiwan)

 

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:

 

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.

You can apply General Exclusions to your Account Lists, Advertising Campaigns, Advertising Playbooks, and the RollWorks Command Center.

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