ABX Platform RollWorks launched Journey Events for HubSpot, a consolidated account-level view of the customer buying journey. The service helps B2B teams understand which activities are helping move customers through the decision process and which activities are sub-optimal and should be adjusted.
“Due to its ability to surface every marketing and sales activity driving an account’s progression, Journey Events for HubSpot also provides sales teams a comprehensive look (both immediately and over time) at how an account is moving—what is working and what is helping to drive the account progression, including seeing every action alongside an account spike,” stated the firm. “This helps sellers plan and personalize outreach by identifying the optimal time to contact an account and tailor messaging based on the last action that may have had an effect.”
RollWorks Journey Events was announced last fall and is now available inside HubSpot.
RollWorks gathers time-stamped events such as meetings booked, opportunities generated, and SDR emails. It then matches activity history against intent, engagement, and journey stage data. As a result, sales and marketing professionals can visualize account progression against activity history to determine the efficacy of various activities.
“At a critical time when marketers across the board are being asked to do more with far less, RollWorks Journey Events for HubSpot stands out for its ability to help all go-to-market teams be more efficient with their ABM strategies. Being able to see each and every marketing and sales activity that’s driving account progression is huge. With that, for example, you won’t send irrelevant messages in an email or waste money sending a gift to an account if it isn’t ready. Instead, your organization can focus on what’s working and foster a common language between sales and marketing.”Jodi Cerretani, RollWorks’ Head of Demand Generation
RollWorks has established HubSpot as a key partner and invested significantly in HubSpot connectors. In June, it launched Sales Insights for HubSpot, which employs data science to provide a “360-degree view of accounts throughout the buying journey, helping B2B marketers and sales teams to eliminate the guesswork and create more timely and efficient sales outreach.”
It also has enjoyed significant success with its RollWorks ABM HubSpot App, which passed 500 installs in April, 150% above its nearest platform competitor. The integration enables teams “to identify high-fit, high-intent accounts and buyers, reach them efficiently, and measure impact.”
“RollWorks is laser-focused on engagement quality innovation, and we are incredibly proud of our acceleration and momentum within the HubSpot ecosystem,” stated Justin Cooperman, VP of Product Management. “With Journey Events for HubSpot, we’ve raised the bar on relevance and personalization between seller and prospect.”
Sales Insights identifies accounts with spiking engagement based on visitor intelligence and advertising views. RollWorks flags accounts with Account Spikes compared to baseline activity and visualizes engagement within HubSpot. As a result, revenue teams can prioritize marketing programs and sales outreach based on spiking engagement.
Sales Insights de-anonymizes existing HubSpot CRM contacts and automates sales alerts when engagement activity spikes. It also identifies unassigned spiking accounts and notifies sales reps via email when there is spiking engagement. Additionally, within the HubSpot Company Record, an account timeline displays activity across the website, ads, intent, CRM, marketing automation platform, etc.
Likewise, marketing can analyze which campaigns lead to engagement surges and tailor ABM campaigns accordingly. They can also build nurture workflows for spiking accounts. “There’s a difference between ‘pipeline’ and ‘pipedream.’ I prefer the former,” said RollWorks VP of Sales Shawn Cook. “When my sales teams know who and what content a prospect is engaging with, they can take on the role of trusted advisor and advance the conversations with the accounts that are likely to buy from us. Sales needs to not only know what the content is but also why that piece of content was created. This is where the alignment is magnified.”
Sales Insights for HubSpot is included as part of the $995 per month RollWorks Account Based Platform license.