Create Clever Columns

Use Clever Columns to Research Accounts

Clever Columns let you add powerful, researchable questions to your Rox view—so you can instantly learn more about your accounts without leaving the platform.

For example, you can ask: Starting with Yes/No, does the company sell to consumers? Rox will automatically investigate and return answers, along with source citations.

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How to Add a Clever Column

1. Open your account view • Navigate to any list of accounts in Rox where you want to add new insights.

2. Click the Magic Wand • In the top-right corner of the view, click the magic wand icon labeled "Add a Clever Column."

3. Describe what you want to know • Use a simple yes/no format. For example:Starting with Yes/No does the company generate revenue primarily from B2C • Rox will research each account and return responses, along with a short rationale and citations.

4. Run the Column • Rox will begin scanning public sources like news, press releases, blogs, job posts, and more. • Results appear as soon as they’re ready.

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How to Filter by a Clever Column

Once your Clever Column is populated, you can filter your view to focus on specific results. This feature can be used to prioritize accounts based on a particular signal, allowing you to target important prospects efficiently.

1. Click the Filter Icon • Click the small inverted triangle next to the Clever Column name.

2. Create a Filter • Example: Starts with yes for the column “Sells to consumers.”

3. View Filtered Results • Rox will instantly show only accounts that match your filter.

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Clever Column Examples

Use these battle-tested prompts to discover product-relevant insights, buying intent, or risks:

✅ Yes/No Columns

• Starting with Yes/No, does the company sell directly to consumers?

• Starting with Yes/No, has the company launched a new product in the last 90 days?

• Starting with Yes/No, is the company currently hiring for cybersecurity roles?

• Starting with Yes/No, does the company use a product-led growth (PLG) motion?

• Starting with Yes/No, has the company experienced CFO or Controller turnover in the past year?

• Starting with Yes/No, has the company mentioned AI in their last earnings call or blog post?

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🗂️ Categorical Columns

• What GTM motion do they use? (PLG, SLG, channel, hybrid)

• What customer segments do they serve? (SMB, mid-market, enterprise)

• How mature is their security org? (early, developing, advanced)

• Which sales tools are they currently using? (Salesforce, HubSpot, Outreach, etc.)

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📝 Descriptive Columns

• Top 3 products or services they offer

• What major initiatives were mentioned in recent press or earnings calls?

• Describe their biggest GTM challenge based on public content

• Which competitors do they mention or compare against?

• Which AI-related roles are open at this company?

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⏱️ Trigger-Based Columns

• When did they last launch a net-new product line?

• Has the company entered a new market or region in the last 6 months?

• Are they currently running a vendor evaluation or RFP in a relevant category?

• Did they recently raise a funding round or change leadership?

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📉 Pain & Risk Columns

• What friction or inefficiencies are mentioned in job listings or exec interviews?

• What’s the main reason they might churn from their current tool?

• Has there been turnover in key RevOps or SalesOps roles?

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🔢 Quantitative Columns

• How many GTM hires have they made in the past 6 months?

• How many distinct business units do they operate under?

• What % of their revenue comes from services vs. product?

• How many AI-related patents or partnerships have they announced?

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Tip: Track Changes with Alerts

You can also track a Clever Column for changes. For example, if you care about product launches, you can be notified when the answer changes from "no" to "yes."

1. Hover over the column title

2. Click the 🔄 Track Changes icon

3. Set your alert condition (e.g. “Starts with yes”)

4. Rox will notify you when there’s a change