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HubSpot x RB2B: Integration Playbook

HubSpot x RB2B: Integration Playbook

Pete Crowley 5 min

HubSpot x RB2B: Integration Playbook

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.


Connecting RB2B and HubSpot

Follow these simple steps to connect your RB2B and HubSpot accounts:

  1. Log in to your RB2B account.

  2. Navigate to the Integrations tab.

  3. Select HubSpot from the list of available integrations.

  4. Click the "Connect" button and follow the on-screen instructions.

  5. Authorize RB2B to access your HubSpot account.

Once connected, RB2B will automatically start syncing data with your HubSpot CRM.

*Troubleshooting Tips:

  • If you encounter any issues during the integration process, refer to our Help Center or contact our support team via Live Chat.

  • Ensure that your HubSpot account has the necessary permissions to allow for data syncing and integration with third-party apps.


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:

  • Contact Properties: RB2B-specific custom properties are added to your contact records, such as "RB2B Last Seen," "RB2B Referring URL," and "RB2B LinkedIn URL."

  • 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:

    • Use RB2B website activity 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

Using RB2B Insights in HubSpot Workflows

Use HubSpot workflows to automate tasks and boost your sales and marketing efficiency. Consider these workflows as templates to inspire your own. Every business uses HubSpot differently, so universal workflows are challenging to create. Focus on the Trigger and Action pairs, which are based on specific events. Adapt these events to your HubSpot instance by identifying the active fields that correspond to your desired triggers and actions.

  • 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:

  1. 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.

  2. 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.

  3. 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.

  4. 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.

  5. 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.


7. Additional Resources

Support Team: [email protected] OR Live Chat on RB2B Dashboard

Pete Crowley 5 min

HubSpot x RB2B: Integration Playbook

This guide provides 10 HubSpot workflows that use RB2B's real-time visitor data to automate lead management, enhance sales outreach, and boost efficiency.

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