You’ve enabled LGM’s native synchronization with Hubspot, and currently have your leads and activity logs synchronized at the contact level.
You’ll probably want to automatically score your leads in Hubspot based on LaGrowthMachine’s data. However, there is a missing important piece: how to make sure your contact is assigned to the right salesperson within your CRM!
Let’s solve this using LaGrowthMachine’s native integration with Hubspot and Hubspot’s workflow!
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, 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 about setting it up, read our guide on how to connect Hubspot?
All set already? Let's deep dive into how to take the integration further!
What are Hubspot Workflows?
To fully understand the potential of LGM’s integration with Hubspot’s workflow, we must first explain what Hubspot’s workflows are and what it will allow you to do.
Within Hubspot, you can create Workflows - a suite of automation you want Hubspot to perform for you based on :
Triggers: a signal that will automatically start said workflow
Actions: automation performed after the workflow
The screenshot below shows a Hubspot Workflow that is triggered whenever the Lead score reached 15 points or higher, to set up a task to call said lead. Obviously, you have LaGrowthMachine multichannel data contribute to the lead scoring.
To know more, read our guide on How to do automatic Lead Scoring in Hubspot based on LaGrowthMachine's data?
Introduction to triggers
Triggers are the most important step of a workflow since this will allow you to define when said workflows will run automatically.
There are two types of triggers :
Default triggers provided by Hubspot
These triggers are based on the default properties provided by Hubspot. Such as a change in the Lifecycle status, or a form submitted
Triggers provided by integrations, such as LaGrowthMachine. 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 trigger workflows at any timeA lead starts a campaigns
A lead reply on LinkedIn or via Email
A lead accepts you on Linkedin
The sky is the limit!
Introduction to Actions
Next stop once a trigger is defined, we will set actions to be performed. Here, actions are rather limited since you’ll either be able to use the Defaults Actions provided by Hubspot or build custom actions using Webhooks, though this requires the expensive Operations Hub Professional plan.
Actions will allow you, most notably, to :
Create branches, checking for example if the contact is already assigned or not
Modify a contact’s properties or assignment
Ok, you know the basics, so let’s deep-dive into assigning automatically a lead to the right salesperson!
How to automatically assign a lead from LGM to the right salesperson?
As explained earlier, LGM’s native integration will allow you to trigger a Workflow in Hubspot based on any event coming from LaGrowthMachine.
Given our goal is to assign the lead to the right Salesperson, we will :
Create a Contact-based Workflow
Triggered whenever the action LGM START is synchronized
To automatically match with the right Salesperson
Let’s deep dive. First, select head to your workflow creator and select the right workflow type: Contact-based workflow
Let’s set up the right trigger. Our goal is to have our lead assigned to the right salesperson WHENEVER a campaign starts. To do so, we will choose for trigger the “LaGrowthMachine: Action start” trigger!
Up next, we have some parameters available. We can define based on :
Specifics campaigns
Date it occurred
The identity used for this campaign. This is the one we want to use! This will allow us to adapt to the right salesperson next!
Select it, then enter the salesperson’s name. In our case, we will use “Agathe Bancel” for example. To avoid any mistake, you should use the ‘“contains any of” parameter
Save everything, and our trigger is set! Next, let’s define our actions! Click on the “+” icon. Scroll down and look for the “Rotate record to owner” actions.
Then select the right owner!
You’re all set. One last thing before launching, you can choose to have the workflow begin triggered Retroactively.
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?
Advanced utilization - Identifying missed LGM opportunities with dynamic lists
You get it: the integration is really deep with Hubspot's functionalities. It's all great to Score Leads, but what about the leads that are in LGM campaigns?
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 :
Conversion data from LGM
Qualification data from Hubspot
Such lists will help identify missed opportunities. To create them, read our guide on how to build Dynamic Lists based on LaGrowthMachine's data.