You've enabled LGM's native synchronization with Hubspot, and currently have your leads and activity logs synchronized at the contact level.
It's already quite powerful, but you're barely scratching the surface of the integration's capacity. Did you know that you use this integration to build, within Hubspot, a dynamic list of leads based on LGM's data? For example :
A List of leads that have accepted you on LinkedIn but didn't reply!
A List of leads that have replied, but haven't been qualified by your sales yet!
It's all possible with advanced utilization of the integration. Want to build advanced dynamic lists based on LGM's data? Read-on!
Table of contents:
A reminder of LGM's native integration
When LGM's Hubspot integration is enabled, contacts will automatically be created or updated if they already exist within Hubspot. At the start of each campaign, La Growth Machine will automatically check if the lead already exists within your CRM, matching using
Identified email
Firstname + Lastname + CompanyName
If the lead doesn't already exist, La Growth Machine will automatically create the lead.
All activities will be logged on the contact's Hubspot timeline
Any action performed by LGM will now be logged within Hubspot :
LGM added the lead on LinkedIn, you'll see it!
LGM sent a Direct Message on LinkedIn, you'll see it, with a copy of the message on Hubspot
Did you receive a reply on LinkedIn? The message will appear on the contact's timeline
To learn more about setting it up, read our guide on how to connect Hubspot.
All set already? Let's deep-dive on how to take the integration further!
What are Dynamic Lists and how does it work within Hubspot?
To fully understand the potential of LGM's integration with Hubspot, we must first explain Hubspot's feature of Dynamic List.
Within Hubspot, you can create Lists of Leads based on all the data available on Hubspot. Head into the Contact Section > List to create some
When creating your first list, you'll have the possibilities to choose between :
Static lists: to create a list of leads matching your criteria ONLY at the time of creation. The list WILL NOT self-update!
Active lists: to create a list of leads currently matching your criteria, but which will also be automatically updated ANY TIME a lead matches these criteria
The latter is what makes Active Lists so powerful: you'll be able to automate the segmentation of leads for a given set of Criteria and push for more automation
Next, you'll arrive at the criteria selection. This is where the magic happens. You'll be able to build dynamic lists based on Hubspot, as well as LGM's data
And when we say based on LGM's data, we mean it. Since we synchronize everything, you'll be able to filter things such as :
Identify all people from a given campaign
Identify every lead that is connected on LinkedIn with a given sales in your team
Identify all people who have replied to a specific salesperson on LinkedIn (or email) in a specific period
Identify everyone who clicked on emails
Let's deep-dive!
How to build Dynamist Lists based on LGM's Data?
As explained earlier, LGM's native integration will automatically synchronize any activity generated by LGM :
Any email opened or clicked will be synchronized!
Any connection request sent, and then accepted, will also be synchronized
Any replies on any channels
...
You get the idea. That is all data you can do segmentation based on!
To filter based on La Growth Machine's Data, select "Add a Filter" scroll down to show to the "Integration Filters" section, and select La Growth Machine
You'll then be able to see all the existing filters :
Generic - Leads that STARTED a given campaign
Generic - Leads that PAUSED a given campaign
Generic - Leads that STOPPED a given campaign
Generic - Leads that CONVERTED a given campaign
Email data - Leads that RECEIVED a specific email
Email data - Leads that CLICKED a specific email
Email data - Leads that REPLIED to a specific email
Linkedin data - Leads whose profile was VISITED
Linkedin data - Leads that RECEIVED a Connection Request
Linkedin data - Leads that ACCEPTED a Connection Request
Linkedin data - Leads that RECEIVED a specific Direct Message
Linkedin data - Leads that REPLIED to a specific Direct Message
Linkedin data - Leads that RECEIVED a specific Voice Message
Linkedin data - Leads that REPLIED to a specific Voice Message
Twitter data - Leads that were FOLLOWED
Twitter data - Leads that FOLLOWED BACK
Twitter data - Leads that were RETWEETED
Twitter data - Leads whose tweet was LIKED
Twitter data - Leads that RECEIVED a Direct Message
After choosing a specific Action performed, you'll then be able to use sub-filters to better segment based on :
A specific campaign (Campaign Name OR Campaign URL)
The date said action happened (Occurred)
The title of the message (Email Subject)
The identity that was used to act (Identity Full name)
Mixing all of them, you'll be able to build advanced segmentation, as shown in the example below :
Now that you have a good understanding of all the options, let's deep dive into advanced utilization!
Advanced Utilization - Identifying missed LGM opportunities with dynamic lists
When your campaigns are so successful that you have too many replies to handle, it's very easy to miss a few opportunities.
As a sales manager, you'll want to set up an Active List of all possible opportunities that haven't been qualified, based on :
Conversion data from LGM
Qualification data from Hubspot: here, this will vary on your organization :
Using the Lifecycle stage: with LGM, you can automate the change of the Lifecycle of a lead based on action. A classic funnel would be :
- Lead when automation starts
- Opportunity when the lead replies
- Manual update to Sales Qualified Lead if it's a positive reply
- Manual update to Other if not qualifyThe first two could be automated with LGM as shown below :
To identify any missed opportunity, create a list of contacts that have CONVERTED but are still in the Lifecycle "Opportunity". These are all your opportunities that haven't been qualified yet!
If your sales team is doing the job right of qualifying every opportunity, this Active list should always be empty!!Using the Deal Status: if you're creating Deals any time a leads start a campaign, you can do a check for all leads that have replied but are still in a specific Deal Status or not qualified as lost.
In our case, a deal is created in the Deal Stats "New Deal" any time a lead enters a campaign. So we will filter for leads that have converted & whose deal is still either a "New Deal" or not marked as "Lost"
Whatever approach you choose, remember one thing: If your sales team is doing the job right of qualifying every opportunity, these Active lists should always be empty!!
Advanced Utilization - Scoring Leads automatically based on La Growth Machine's data
You get it: the integration is really deep with Hubspot's functionalities. This data can be used to automate Lead Scoring in Hubspot based on multichannel data!
To know more, read our guide on How to do automatic Lead Scoring in Hubspot based on La Growth Machine's data.