Increase Revenue With HubSpot Automation & LeadGnome Data
March 21, 2017 10:15:33 AM | By Matt Benati
LeadGnome is an online web service that mines reply emails for actionable sales intelligence. The data integrates seamlessly with all three of HubSpot’s platforms: Marketing, Sales, and CRM, making it a valuable addition to both sales and marketing stacks. Installation requires no IT involvement, and the data that LeadGnome mines is automatically tagged and displayed under “smart lists” right on your HubSpot dashboard.
In this first part of a two-part series, we take a closer look at LeadGnome’s integration with HubSpot and how users leverage the data mined to trigger custom workflows that automate tasks and drive revenue.
Integrating LeadGnome With HubSpot
If you’re already using HubSpot and are interested in adding LeadGnome to mine your campaign reply emails, what should you expect from the integration process?
You’ll be pleased to find out it’s as easy as 1-2-3…
On the LeadGnome 3rd Party Integrations page:
- Click the “Add” button
- Login to HubSpot
- Custom fields & smart lists are automatically installed
Getting Smart With Net New Contacts
Upon installation, LeadGnome automatically creates two smart lists — one for net new contacts called LeadGnome New Contacts, and one for updates to your existing contacts called LeadGnome Responding Contacts.
Anytime a net new contact is identified in a reply email, that contact will automatically be added to the LeadGnome New Contacts list. Additionally, you’ll be able to tell exactly what type of reply email it came from (e.g., Left The Company, Out Of Office). This allows your sales and marketing teams to be incredibly agile in handling their first touches with these new contacts.
A best practice is to reach out to these new contacts with a customized email from the sales/account representative in charge of their account. Be sure to include your best Call To Action (CTA) to engage the new contact and encourage them to opt-in to receiving future correspondence.
This communication is exactly where HubSpot workflows help you fine-tune this strategy. You can automate this process and easily leverage the data and contacts mined from LeadGnome. Let’s take a closer look at a typical example:
A net new contact is mined from an Out Of Office (OOO) reply. (Your original lead is attending a conference and their auto-reply included an alternate contact within the organization.) A new contact record is automatically added to the LeadGnome New Contacts smart list. Your custom workflow for engaging with net new contacts is triggered and the magic begins:
- Your workflow determines if this new contact was generated from an OOO or LTC response.
- A templated welcome message with a strong CTA is sent to the new contact. This should utilize HubSpot personalization tokens so the email’s sender is the sales/account representative assigned to that account.
- An email is sent to the designated sales/account representative alerting them to the new contact and that the welcome email has been sent.
- New contact opts in and is added to the appropriate smart list, or opts out and is added to the email suppression list.
Updated Contacts Get Special Attention Too
The second smart list is for existing contacts in your database where LeadGnome uncovers new or updated information. This information could be as innocuous (albeit valuable) as adding a mobile number to an existing lead; or it could be a timely trigger event that results in an actionable sales opportunity.
How do HubSpot workflows fit into this scenario?
Let’s say a marketing email generates a Left The Company (LTC) auto-reply for one of your leads. That lead will be placed on the second smart list with a LTC Response Type. Just as with new contacts, you can proactively develop custom workflows to address what happens when you learn that a lead as left.
For example, in a Left The Company scenario the following workflow could be triggered:
- An email is sent to the sales/account representative alerting them of the change within their account. They can begin investigating where their lead went and who replaced them (thorough detective work could turn up 4 potential sales opportunities)!
- LeadGnome adds the lead who left to an email suppression list (we recommend a smart list for this task).
- If the replacement contact identified from the LTC response is a net new contact, they will automatically be placed on the LeadGnome New Contact smart list and follow the specific workflow you have created for engaging a new primary contact. If the replacement is someone already on your list, their contact information will be updated and they’ll be added to the LeadGnome Responding Contacts list.
Don’t Forget The Email Suppression List!
In addition to the two lists LeadGnome automatically creates, we recommend all HubSpot users create and maintain a “Do Not Mail” list. All unsubscribes, left the company, and change of email address respondents are added to this list. This protects your brand’s reputation by ensuring you don’t email people who don’t want to hear from you or are no longer at their old email addresses.
However, if in the future any of those suppressed leads resurface and opt back in, you can create a workflow that updates each leads Response Types with a value of “Opt-in”. This will automatically clean up the email suppression smart list, removing leads from the Do Not Mail list that opt back in, ensuring they begin receiving your communications again.
The Importance of Workflows
We briefly mentioned workflows in this post, but they actually play a vital role in maximizing the Account Based Intelligence (ABI) that LeadGnome mines. Because LeadGnome tags each piece of new data with the Response Type, it allows you to create appropriate – and very granular – workflows and messaging for each. And, by automating much of the follow-up process, you’re increasing efficiency, saving time, and reducing the potential for human error by minimizing data entry. This frees up your sales and marketing teams to really focus on the sales intelligence and insights uncovered by LeadGnome.