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.

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 plus sign Click the plus sign in the top-right corner of Clever Columns to open a pop-up window.
3. Describe what you want to know Type a natural language question - Rox will handle the rest. For example: Starting with Yes/No, does the company generate revenue primarily from B2C?
4. Run and review the column Once you generate the column, Rox will automatically run the first 10 rows of the column for your review - no need to confirm the prompt before it starts. You'll see a "pending" status while it processes, followed by "running" once results begin populating.
5. Run for all rows Once you confirm the quality of the first 10 rows, click the 🔄icon in the column title and select “run for unpopulated rows” to run the full column.

Note: By default, new Clever Columns run on Fast mode. Fast mode is optimized for speed and delivers strong results for most queries, so you won't have to wait several minutes for your first results. If you'd like more thorough research, you can switch to Standard or Deep mode by expanding the column settings.

How to Filter by a Clever Column

Once your Clever Column is populated, you can filter your view to focus on specific results.

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.

You can also filter directly by clicking on a column header to set conditions on that individual column.

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?

🗂️ 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.)

📝 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?

⏱️ 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?

📉 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?

🔢 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?

Weekly Column Refresh and Insight Generation

Weekly column refresh and insights are now separate settings — a column can refresh on a schedule without automatically notifying you of changes. To get alerted when a value changes, you need to explicitly enable insights for that column.

To set up weekly column refresh:

1. Hover over the column title
2. Click the Enable Weekly Refresh icon
3. Confirm setting up refresh

To set up insight tracking:

1. Hover over the column title
2. Click the Track Insights icon
3. Set your alert condition (e.g. Starts with yes)
4. Rox will notify you on home page when there's a new insight that meets the alert condition

For example, if you're tracking product launches, you can be notified the moment an account's answer flips from "no" to "yes."