RollWorks, an account-based marketing platform, released the general availability of Hot Contacts, a new capability that seeks to provide marketers with a rolling list of sales-ready leads to supplement traditional marketing qualified lead (MQL) lists.
Hot Contacts relies on RollWorks’s ability to deanonymize prospects that have met a company's sales-readiness threshold, which is based on fit, ad clicks and website engagement. The solution then sends contact-level information pulled from Salesforce or HubSpot — such as name, title, event type, URL visited, ads clicked and the date of last engagement — to help sales teams tailor their outreach.
"For far too long, an entire subsection of leads in the B2B space was being completely overlooked because of the inability to track them, but now with Hot Contacts, we have put an end to the archaic ways of generating leads," said Jodi Cerretani, VP of Revenue Marketing at RollWorks, in a statement. "Instead of only looking at form-completions, we are now expanding on the behaviors of individuals to their web use and ad engagement, creating an entirely new category of sales-ready leads. It's a one-of-a-kind solution that no one else is providing to these organizations and we're thrilled to deliver it to our customers."