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Inbound Lead Enrichment (Hubspot)

Enrich inbound leads for higher conversion rates with pre-qualified audiences
We highly recommend reading our strategic overview of this Play prior to execution!
Play Objective: Enrich and qualify inbound leads with more data to increase the lead-to-opportunity conversion rate.
Use Case: Need to triangulate on all the companies and people in a specific ICP and audience without doing manual tasks.
Who You'll Need to Execute This Play: Marketing Operations Manager or Sales Operations Manager, SDR Manager.
Required Tools/Permissions:
Estimated Time for Completion: ~30 minutes

Prepare your CRM for enrichment

Before you begin, please review the guide linked below to properly ensure you're set up for success:

Step 1: Set the filter criteria of what records you want to import (objects)

  • Start by establishing at least 1 Company filter.
    • e.g. 'Campaign is Inbound' AND 'Hubspot Company Stage is not Customer'.
Screenshot
Recommendation: Keep the company criteria broad
  • Set at least 1 Person filter from Hubspot.
    • E.g. 'Contact Email' is known.
  • Pick a filter that specifies the time frame within which you want to pull in records.
    • E.g. 'Contact Created date is within the last 7 days'.
Screenshot
Keep your SDR motion in mind. You want to ensure inbound are being enriched and worked within a standard timeframe etc. no later than 14 days for engagement

Step 2: Pick attributes to enhance Hubspot

Visit 'View Attributes' and select the attributes that will help you qualify (lead scoring) and/or nurture your inbound leads.
Primer offers attributes across 15 major categories of data:
Basic Firmographics
Advanced Firmographics
Site Traffic
Company Contact
Funding
Social Growth
Tech Stack
Hiring
Headcount Growth
Job Change
Advertising
DTC Growth
Investors
Direct Mail
Email & Direct Dials
Attribute Selection Screen
Company funding is one attribute that can unlock segmentation and has a wide-reaching impact. Funding data allows you to analyze inbound leads and decide whether you’re generating the right type of prospect. This attribute also allows you to personalize outbound messaging and nurture drips to better contextualize your product to the financing stage of the company you’re serving.
Having a prospect attribute for ‘Funding Type’ would give you context on how to position your product against the prospect’s needs.
At Primer, our core buyer works at a Series B, C, or D company and a field attribute for ‘funding type’ massively changes how we position ourselves to prospects.

Step 3: Set up your sync & finish your audience

Select Hubspot as your destination.
Since you’re enriching new Contact records, select Contacts as the Object you want to sync data back to.
Screenshot
You may have to create new fields in Hubspot to map to your new Primer attributes. After you’ve completed mapping Save and click Finish.
For more information on how to create new fields in Hubspot and map in Primer, please see Broken link
Our support team will confirm when the audience is live and enriched records are syncing back into Hubspot (usually within 24hrs).

[Optional] Step 4: Setting up views in Hubspot to validate fill rates and give your inbound SDRs new insights to work from

[Optional] Step 5: Creating lead scoring in Hubspot to help your team prioritize

[Optional] Step 6: Route contacts into dynamic lists in Hubspot to automate nurture and follow up

Expected Results

  • Higher conversion rates with pre-qualified audiences.
  • Save time and budget.
  • Easier experimentation.
  • Centralized access to filters, attributes, and streamlined data management.
At the core, finding a solution to sourcing missing CRM data positively impacts your GTM engine. When you integrate a unified platform like Primer, enriching your inbound leads with attributes seriously upgrades your strategy and sets you apart from your competition.

What's Next?

Using Primer attributes to personalize emails in Hubspot

Show example and link to deeper Play on Outbound
Through marketing automation, you can use field attributes to send different types of emails after a prospect converts.