• by Ray Schultz , June 28, 2022

Account-based marketing platform RollWorks has introduced a new tool for HubSpot users that it says uses data science to uncover account engagement signals. 

The new product, Sales Insights for HubSpot, can help B2B brands prioritize opportunities — a needed capability when 58% of B2B teams lack full confidence in their firm’s ability to deliver an inbound lead from a marketing program to the right salesperson, the firm says. 

One feature of Sales Insight for HubSpot automates email alerts to sales teams when accounts spike in engagement.

In addition, Account Spike uses a data-science model to flag accounts that are seeing spikes in engagement compared to their engagement baseline.

“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,” says Shawn Cook, vice president of sales at RollWorks.

Sales Insights for HubSpot also allows firms to de-anonymize existing HubSpot CRM contacts and surface engagement spike details.

At the same time, brands can identify accounts that are showing engagement but have not been routed to sales reps for follow-ups. 

One client that has tried the service is When I Work. 

“Our website attracts thousands of visitors daily, and not all of them sign up to try the app, which is why the daily spiking activities feature is incredibly valuable,” says Vinh Pham, senior demand generation manager for When I Work. 

Pham adds: “Not only does it enable us to see who is checking out our site, but also lets the seller know when the prospect has enough activities to trigger a spike signal and notify sellers the next day so they can start their outbound sequences.”

RollWorks, a NextRoll company, surpassed 500 installs of its HubSpot integration in the HubSpot App Marketplace in April.