RollWorks Provides HubSpot® Users with More Insights into Customer Behavior Over Time with Improved Reporting Capabilities.

Account-based marketing platform RollWorks, a division of NextRoll, today enhanced reporting capabilities for HubSpot users. The new features give B2B marketers a deeper understanding of trends in their customers’ behavior and activities. They also have more flexibility to use these insights in the workflows they configure, allowing them to better automate their processes and trade more intuitively with their account-based strategies.

Customers can now view engagement metrics for their ad campaigns and other important RollWorks account-level data in HubSpot, such as RollWorks impressions, ad spend, clicks, page views, and conversions as the sum of all activity of a company in the last 7, 30, 60 and 90 days from today’s date. Information is available on HubSpot Workflows to help automate processes.

For example, a marketer can develop criteria based on account metrics to determine if the account is ready to be sold. When the criteria are met, a user can use HubSpot’s workflow to automatically create tasks for sales teams to contact the potential account and assign them to the account owner.

The improvements are the latest in an integrated battery of innovation from this year’s two leaders. In July, RollWorks launched Journey Events for HubSpot to enable B2B organizations to understand which activities are active to guide accounts through the stages of the buyer’s journey and which activities need further optimization. And in June, RollWorks announced RollWorks Sales Insights for HubSpot, which uses data science to provide a 360-degree view of accounts throughout the purchase journey.

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