HubSpot can be an indispensable tool used by many to help their businesses and clients connect with and market to their ideal customers. However, you can extend the value and power of HubSpot even further when you integrate it with other AI-powered applications.
Read the article for the four ways agencies and businesses are getting more value and better marketing outcomes, or watch the full webinar here:
1. Close the customer journey insights gap
HubSpot is an all-in-one customer relationship management (CRM) platform that provides a suite of tools for marketing, sales, customer service, and website management to help businesses attract and engage customers through inbound marketing and other lead generation tactics. While it's a robust platform, it becomes even more powerful when it's integrated with CallRail, an AI-powered lead intelligence platform that gives businesses the ability to seamlessly track and attribute calls, texts, form submissions and chats to provide a holistic understanding of customer interactions and lead sources.
For instance, Senior Living SMART, a HubSpot agency partner that helps senior living communities get better leads and more move-ins, relies on the integration between HubSpot and CallRail to gain greater insight into the customer journey.
"A huge blind spot for us as we try to advance prospects to the sales team is when prospects move down the funnel and don't take the linear path of clicking one of the phone numbers attached to our email signatures," says Paul Trusik, Director of Operations at Senior Living SMART. "If a prospect just picks up the phone and calls, they bypass their typical MQL to SQL funnel advancement process. However, with the CallRail integration, we now have a way to track those calls and connect them to a customer's online behavior."
2. Improved lead scoring in HubSpot
Integrating CallRail with HubSpot has also helped Senior Living SMART enhance its lead scoring criteria within HubSpot by including calls to the business as a positive lead scoring criteria.
“We might have someone who downloaded a top-of-funnel offer weeks and weeks ago, and they haven't advanced down the funnel,” says Trusik. “We know that that same prospect is coming back to the website, and they're opening up various email campaigns. But we can also show higher intent when they call directly to the business. So that call data gets pushed back into HubSpot, you can use that as positive criteria in part of your HubSpot lead scoring strategy.”
3. Faster time to insights from calls
CallRail's AI-powered Conversation Intelligence has also sped up time to insight for Senior Living SMART. With the CallRail integration, a 15-minute call gets summarized into short, three to five sentences, hitting on the highlights of the call as well as any keywords. This saves the sales team time, as they no longer have to read the entire call transcript. In addition, all the information is automatically mapped into HubSpot at the contact level, saving even more time.
4. Ability to trigger HubSpot email and SMS workflows from call data
With the CallRail and HubSpot integration, Senior Living Smart can now pair existing email and SMS campaigns via HubSpot's workflow enrollment criteria. For instance, as soon as someone hangs up the phone after calling a specific location, HubSpot can start a workflow for a lead nurture email campaign.
"This is super helpful in cases where the front desk or sales assistant might miss a call," says Trusik. His team is also excited about the recent announcement of the native SMS capabilities between HubSpot and CallRail. "Though this is fairly new, our agents will be presenting some options that will help elevate our existing lead nurture campaigns now using SMS as a complement alongside email marketing."
Get more value from HubSpot by integrating with CallRail.
