How to build Dynamic Lists on Hubspot based on LaGrowthMachine’s data?

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, LaGrowthMachine 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, LaGrowthMachine 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 on 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 that have replied to a specific salesperson on LinkedIn (or email) in a specific period of time
• Identify everyone that 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 by your lead 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 LaGrowthMachine’s Data, select “Add a Filter” scroll down to show to the “Integration Filters” section, and select LaGrowthMachine

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 (Occured)
• The title of the message (Email Subject)
• The identity that was used to perform the action (Identity Fullname)

Mixing all of them, you’ll be able to build really 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 possibles opportunities that haven’t been qualified, based on :

1) Conversion data from LGM

2) 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 lead 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 qualify The 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 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 LaGrowthmachine’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 LaGrowthMachine’s data?