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.
RB2B x HubSpot Playbooks
Strategies and Best Practices
Maximizing Contact and Company Creation
Toggles for Contact and Company Creation: Ensure the settings are optimized for the highest lead capture by turning on the following toggles:
Allow a company to be created if it does not already exist in HubSpot.
Allow contacts to be created without an associated company.
Allow contacts to be created only if the company is already known.
Best Practice: Enable all three options to ensure no lead is left behind, even if they're only identified as a contact without a company association initially.
Automated Lead Segmentation
Sync Website Traffic with HubSpot Lists: Use the RB2B integration to sync website visitors with HubSpot lists based on their engagement level or company profile. You can segment leads into groups like “High-Value Prospects,” “Engaged Visitors,” or “Potential Opportunities.”
Best Practice: Automate this segmentation using HubSpot workflows to trigger personalized emails or nurturing campaigns when specific criteria (e.g., company type, engagement level) are met.
Data Enrichment for Smarter Outreach
Enrich HubSpot CRM with RB2B Data: Use the real-time visitor data provided by RB2B to enrich your HubSpot CRM profiles. This gives your team detailed insights into which accounts are engaging with your content, pages, and resources.
Best Practice: Sync RB2B visitor behavior with HubSpot contact records, enabling sales teams to tailor outreach based on visitor activities, such as pages viewed or time spent on a product demo page.
Automated Outreach for Sales Teams
Leverage HubSpot’s Email Sequences: Using the enriched RB2B data, automate personalized outreach campaigns through HubSpot’s email sequence functionality. Based on visitor behavior, trigger tailored emails that address specific pain points or offer solutions that match the visitor’s interests.
Best Practice: Include dynamic content in your HubSpot emails, personalized to the individual’s browsing behavior or company details, making the outreach more relevant.
Improving Lead Scoring
Adjust Lead Scoring Models with RB2B Data: Use the detailed visitor data provided by RB2B to adjust your HubSpot lead scoring. For example, prioritize visitors who have shown interest in specific product pages or who belong to target companies.
Best Practice: Continuously refine your lead scoring model in HubSpot, incorporating RB2B’s insights into real-time visitor activity to ensure higher quality leads are prioritized for follow-up.
Account-Based Marketing (ABM)
Combine RB2B and HubSpot for ABM Campaigns: Use the real-time data from RB2B to create highly-targeted ABM campaigns in HubSpot. Identify and track high-value accounts visiting your website and sync them into specific HubSpot lists for more personalized outreach.
Best Practice: Implement personalized nurture workflows, leveraging HubSpot’s multi-channel engagement features (email, ads, social) to target high-value accounts across different touchpoints.
Tracking and Reporting for ROI
Track the Performance of RB2B-Driven Leads in HubSpot: Use HubSpot’s reporting tools to track how leads captured via the RB2B integration are progressing through the sales funnel. Measure conversion rates, engagement metrics, and overall ROI of the integration.
Best Practice: Regularly review this data to optimize campaigns, focusing on what’s working and where adjustments are needed to improve conversion rates.
Sales and Marketing Alignment
Coordinate Efforts Between Sales and Marketing: Use RB2B’s HubSpot integration to ensure both sales and marketing teams are aligned. Provide sales teams with the real-time visitor data and profiles from HubSpot, ensuring they can engage with leads promptly and with full context.
Best Practice: Hold regular sync meetings between the sales and marketing teams to review the effectiveness of the integration and make adjustments based on feedback and results.
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 name and website.
📖 ESSENTIAL READING: For the most up-to-date list of profile information and properties sent by RB2B to HubSpot, please read How RB2B's HubSpot CRM Integration Works.
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.