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Zak Pines | February 17, 2017

How to manage lead follow up with task assignment through HubSpot

Coordination between marketing programs and sales/SDR follow-up is often the difference between low conversion rates and high conversion rates - which has follow-on impact on opportunities, pipeline and revenue. 

Tasks/activities are a good way to manage coordination between teams and ensure the sales or SDR team has a complete clarity on what to do and when. 

One of our customers recently came to us wanting to set this up: once a lead becomes marketing qualified in HubSpot, they wanted to assign a task to the account owner in a connected CRM system. In their case, it was Pipedrive, although this could be applied to any CRM including Microsoft Dynamics, NetSuite, Zoho CRM, SugarCRM or HubSpot CRM.

Here's how they setup using a combination of HubSpot functionality and Bedrock Data connecting HubSpot and Pipedrive.

Step 1: Setup a Workflow to Assign Contact Owners in HubSpot

First, you'll want to create workflow rules to trigger the assignment of contact owners. To do this, your sales reps will need to be added to HubSpot first.  Then add rules that look like this which represent your account/lead assignment rules. Whatever criteria you are using to define ownership, you can set up those rules within HubSpot.

Setting a HubSpot Owner based on enrollment criteria

Workflow-View-Owner-by-Country.png

You have full flexibility to define these rules. If you are not familiar with this functionality in HubSpot, you can adjust your criteria -- for the example above, Country -- by any contact fields...

Workflow-Enrollment-Criteria-Country.png

... and then define the owner for each criteria.

Workflow-Define-Owner.png

Step 2: Setup a HubSpot Workflow to Assign a Task to Contact Owner, Triggered by Customer Lifecycle Stage = Marketing Qualified

Next, you can instruct HubSpot to assign a task to the contact owner, for whenever a contact reaches the customer lifecycle stage of MQL. This looks like this:

Task-View-New-MQL-Assign-to-Owner.png

As part of this, you can control the trigger for when tasks could be assigned. For this example, used the customer lifecycle stage = Marketing Qualified Lead, but can be any trigger you want...

Workflow-Enrollment-Criteria-Marketing-Qualified-Lead.png

... and then define the task content.

Define-Task.png

Step 3: Setup a Bedrock Data rule to connect HubSpot tasks with Pipedrive activities 

The final step, is to setup a mapping in Bedrock Data which triggers the creation of the Pipedrive activity when the HubSpot task is created. This will assign the Pipedrive activity based on the owner defined in Step 1 above.

Screen Shot 2017-02-17 at 9.15.54 AM.png

You'll include the date the activity occured at plus the subject / titles of the activity in order to sync this information. Once you have the mapping setup, you then want to setup your Workflow rule to sync the HubSpot activities, which HubSpot refers to as Engagements.  

Screen Shot 2017-02-17 at 9.09.31 AM.png

Optional:

You may also want to create an opportunity for sales to work in the above scenario.  This can be done with these two additional steps. 

Step 4: Setup a HubSpot Workflow Rule to Create a new Deal, triggered by Customer Lifecycle Stage = Marketing Qualified

Similar to Step 2 above, except this rule will create a Deal in HubSpot. 

Step 5: Setup a Bedrock Data rule to connect HubSpot Deals with Pipedrive Deals

And, like above, you can use Bedrock Data to map HubSpot deals to Pipedrive deals to get a deal created in Pipedrive.

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