Inbound Lead Enrichment (Hubspot)
Enrich inbound leads for higher conversion rates with pre-qualified audiences
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.
Estimated Time for Completion: ~30 minutes
Before you begin, please review the guide linked below to properly ensure you're set up for success:
- Start by establishing at least 1 Company filter.
- e.g. 'Campaign is Inbound' AND 'Hubspot Company Stage is not Customer'.
- 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'.
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:
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.
Select Hubspot as your destination.
Since you’re enriching new Contact records, select Contacts as the Object you want to sync data back to.
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.
Our support team will confirm when the audience is live and enriched records are syncing back into Hubspot (usually within 24hrs).
- 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.
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.