Introduction
Welcome to the RB2B and HubSpot integration playbook! This guide will walk you through the steps to connect these powerful platforms and unlock valuable insights about your website visitors.
By integrating RB2B with HubSpot, you can:
Identify and track key decision-makers visiting your website.
Enrich your HubSpot contacts with valuable data from RB2B.
Create targeted workflows and automate your sales and marketing outreach.
Gain a deeper understanding of your audience and their behavior.
Improve lead generation, conversion rates, and overall sales performance.
Understanding RB2B Data in HubSpot
RB2B enriches your HubSpot contact records with valuable information, including:
Website activity: See which pages your contacts have visited and how they interacted with your content.
Lead source: Understand which leads are coming from RB2B as the original source.
LinkedIn profile: Access your contacts' LinkedIn profiles to gain valuable insights into their professional background and interests.
Company information: View detailed information about your contacts' companies, such as industry, size, and location.
You can find this information in the following sections of your HubSpot contact records:
Unique HubSpot Properties Created By RB2B
RB2B Captured At: the time and date at which RB2B identified the visitors and added them to HubSpot for you. Note: if the user was already known to you in HubSpot when RB2B identified the visitor, this field will be blank.
RB2B Captured URL: the URL on which RB2B identified the visitors and added them to HubSpot for you. Note: if the user was already known to you in HubSpot when RB2B identified the visitor, this field will be blank.
RB2B Source: if RB2B was the source of the contact in HubSpot, this field will show as 'true' and will be blank or 'false' otherwise.
LinkedIn Personal URL: if RB2B is able to determine the visitor's LinkedIn URL, RB2B will populate that information in HubSpot under this property.
RB2B Hot Page Visitor: if the visitor was identified on one of your defined Hot Pages, this field will show as 'true' and will be blank or 'false' otherwise.
Timeline Events: RB2B logs critical information about your identified visitor and their activity on your website as timeline events.
Maximizing the Value of the Integration
Associate RB2B Contacts with HubSpot Campaigns:
Associate RB2B-identified contacts with HubSpot campaigns, just like any other form or asset.
Use RB2B properties (e.g., job title, company size) to segment contacts and create targeted workflows.
Track the contact's journey and measure campaign influence on key metrics (influenced contacts, deals, and revenue).
Create Targeted Workflows:
Use RB2B data to create customized workflows that cater to specific visitor behaviors and interests.
Trigger automated actions based on RB2B properties, such as sending personalized emails or assigning tasks to sales reps.
Personalized Campaigns:
Leverage RB2B insights to deliver highly personalized sales messages.
Tailor email content, landing pages, and calls to action based on visitor demographics and interests.
Track Results and Optimize:
Track how RB2B-identified contacts contribute to sales efforts.
Use HubSpot's reporting tools to analyze campaign performance and optimize for engagement and revenue.
HubSpot Workflows for RB2B Integration
The workflows below are example workflows and are to be used for guidance when setting up your own workflows in HubSpot.
Using RB2B Insights in HubSpot Workflows
Use HubSpot workflows to automate actions and improve your sales and marketing efficiency:
Lead Assignment: Automatically assign RB2B leads to specific sales reps or teams based on criteria like company size, industry, or lead source.
Custom Tagging: Create and apply custom tags to RB2B leads for better organization and segmentation.
Automated Actions: Trigger automated actions, such as email sequences or task creation, based on RB2B lead data and behavior.
Lead Routing and Assignment Workflows:
Workflow 1: Route Leads Based on Company Industry
Trigger: RB2B contact created
If/then branch:
IF "Company Industry" is "Software"
THEN Assign to [Sales Rep for Software Industry]
IF "Company Industry" is "Healthcare"
THEN Assign to [Sales Rep for Healthcare Industry]
[Add more branches for other industries as needed]
Workflow 2: Route Leads Based on Company Size
Trigger: RB2B contact created
If/then branch:
IF "Company Employee Count" is less than 50
THEN Assign to [Sales Rep for Small Businesses]
IF "Company Employee Count" is between 50 and 250
THEN Assign to [Sales Rep for Mid-Market]
IF "Company Employee Count" is greater than 250
THEN Assign to [Sales Rep for Enterprise]
Workflow 3: Route Leads Based on Lead Source
Trigger: RB2B contact created
If/then branch:
IF "RB2B Source" is "True"
THEN Assign to [Sales Rep A]
IF "Lead Source" is "False"
THEN Assign to [Sales Rep B]
[Add more branches for other lead criteria as needed]
Workflow 4: Route Leads Based on Last Seen Activity
Trigger: RB2B contact property "RB2B Last Seen" is updated
If/then branch:
IF "RB2B Last Seen" is within the last 7 days AND "RB2B Last Seen URL" contains "/pricing"
THEN Assign to [Sales Rep for High-Intent Leads]
Workflow 5: Route Leads Based on Timeline Activity
Trigger: RB2B Timeline event is created
If/then branch:
IF Timeline event "RB2B for CRM" contains "Visited page: /demo-request"
THEN Assign to [Sales Rep for Demo Requests]
Real-Time Lead Notifications and Engagement Workflows:
Workflow 6: Real-time Slack Notification for High-Value Account Visits:
Trigger: RB2B for CRM integration activity log is less than 1 day ago.
Filter: "Company Employee Count" is greater than or equal to 100. (Or another criteria that defines a high-value account for your business).
Action: Send a Slack notification to the assigned sales rep with the lead's name, company, and the page they visited.
Workflow 7: Prioritize Leads Visiting Key Pages:
Trigger: RB2B for CRM integration activity log is less than 1 day ago.
Filter: "RB2B Last Seen URL" contains "/pricing" OR "/demo" OR "/case-studies" (or other high-intent pages).
Action:
Create a task for the assigned sales rep to follow up with the lead within 24 hours.
Increase the lead's "Lead Score" property by a designated amount.
Workflow 8: Re-engage Inactive Leads with Targeted Emails:
Trigger: RB2B for CRM integration activity log is less than 1 day ago.
Filter: "Last Activity Date" is more than 30 days ago.
Action: Send a re-engagement email sequence with personalized content based on the lead's past website activity.
Workflow 9: Notify Sales Reps of Repeat Visitors:
Trigger: RB2B for CRM integration activity log is less than 1 day ago.
Filter: "Number of website visits" is greater than or equal to 3.
Action: Send a Slack notification to the assigned sales rep with the lead's name, company, and a summary of their website activity.
Workflow 10: Trigger Internal Notifications for Competitor Visits:
Trigger: RB2B for CRM integration activity log is less than 1 day ago.
Filter: "Company Name" is [Competitor Name 1] OR [Competitor Name 2] OR [Competitor Name 3].
Action: Send a Slack notification to a designated channel (e.g., #sales-intelligence) with the competitor's company name and the pages they visited.
Remember to customize these workflows to fit your specific sales process and organizational structure.
You can combine multiple filters, add delays, and trigger various actions within HubSpot to create highly targeted and efficient workflows that leverage RB2B's real-time visitor data.
Additional Tips:
Combine Filters: Use multiple filters within a workflow to create more specific routing rules.
Prioritize Leads: Consider using lead scoring in conjunction with routing rules to prioritize high-value leads.
Test and Refine: Monitor the performance of your workflows and make adjustments as needed to optimize your lead routing and assignment process.