RollWorks Journey Events and Sales Inights for HubSpot

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.”

Journey Events pulls engagement, intent, and stage data from HubSpot, Salesforce, Marketo, RollWorks, and G2.

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.”

RollWorks Sales Insights for HubSpot identifies spiking ad engagement and website visits.

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.

Postal via RollWorks’ Sales Insights for HubSpot Connector

Offline Marketing Engagement Platform Postal.io announced an ABX platform partnership with RollWorks. The integration, which leverages RollWorks’ Sales Insights for HubSpot connector, adds direct mail, e-gifting, and branded swag delivery options to RollWorks omnichannel engagement.

“Postal’s offline engagement platform optimizes omnichannel campaigns at scale,” said Mike Stocker, VP of Partnerships at RollWorks. “Together, and through a HubSpot connection, RollWorks and Postal help marketers ensure that these sending and gifting campaigns are data-driven and result in better conversions.”

RollWorks customers can now send a Postal gift when an account is spiking or send a direct mail based on intent or journey stage progression. Marketing can also automate gift sending to key stakeholders when demand unit engagement thresholds are reached (e.g., impressions, ad clicks, page views, etc.)

“The increased demand of Offline Marketing Engagement is a testament to a change in the way companies are engaging with prospects, customers, and employees,” said Postal CEO Erik Kostelnik. “Through the power of Postal and RollWorks, when you can orchestrate digital ABM programs with offline, your programs no longer have to be siloed and episodic. They are systematic, which ultimately drives efficiency and better outcomes.”

RollWorks → HubSpot → Postal.io Workflow.

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.”  Last month, RollWorks announced Journey Events for HubSpot.

RollWorks has enjoyed significant success with its RollWorks ABM HubSpot App, which passed 500 installs in April, 150%.  The integration enables teams “to identify high-fit, high-intent accounts and buyers, reach them efficiently, and measure impact.”


Continue to part II on RollWorks Journey Events and Sales Insights for HubSpot.

RollWorks Journey Stages

ABM Platform RollWorks announced Journey Stages.  The new feature “gives B2B marketing and sales teams deeper insight into the impact of go-to-market activities on account progression.”

Journey Stages determines the stage of the buying journey and activates stage-specific, multi-channel campaigns based upon this intelligence.  Journey Stages helps revenue teams “uncover insights about account journeys, measure account progression and regression, and understand key drivers and trends for any velocity changes between stages.”

Journey Stages lets sales and marketing professionals target and orchestrate multi-channel account-based campaigns based upon the journey phase.  Journey Stages tracks account progression based upon custom definitions across the full customer lifecycle.

RollWorks Journey Stages Account Progression.

“For example, if a bulk of your accounts are ‘unaware,’ you may prioritize brand programs over lower funnel plays,” blogged RollWorks Lead Product Manager Mark Miller.  ”If you see that a bulk of your accounts are ‘aware,’ you’ll likely focus on pulling them down the funnel with different offers. Essentially, you’ll have the information you need to toggle certain programs and budgets on and off at the ready.”

“We’re eager to bring this robust set of identification and measurement features to market,” said Justin Cooperman, VP of Product at RollWorks. “With Journey Stages and additional journey functionality shortly to come, RollWorks gives marketers a new layer of end-to-end insights to help them better understand the impact of their Account-Based campaigns, enabling finer tuning of their ABM programs for pipeline progression and revenue growth.”

Journey Stages is currently in beta, with GA scheduled for Summer 2021.