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Identify & Target Sales-Ready Leads With Factors & Hubspot Webhooks

Ranga Kaliyur
May 2, 2023
Table of Contents

Target the right accounts, at the right time with intent-based outreach

B2B sales teams spend a lot of time and effort reaching out to cold prospects only to achieve disappointing results. In fact, even successful benchmarks tag the average cold-call response rate at just 2%.

And honestly, It’s not difficult to see why. 

While it’s simple enough to find lists of companies and contacts that fit your ideal client profile, it’s a monumental challenge to convince prospects to consider your solution when they’re not in the market for one. 

So what’s the alternative to reaching out to the right accounts at the wrong time?

Reaching out to the right accounts at the right time of course! Or more specifically, it’s intent-based outreach based on the goldmine of anonymous, sales-ready companies already visiting your website. 

sales-ready leads venn diagram

The following guide explores how to identify and target sales-ready visitors with the combined powers of Factors’ visitor identification and HubSpot webhooks. We first discuss how this integration works, before delving into a handful of use-cases. 

How It Works: Pushing visitor data back into HubSpot

Factors taps into industry-leading IP-lookup technology to identify up to 64% of anonymous website visitors — without the need for form submissions. This includes company names as well as firmographics such as geography, industry, employee headcount, revenue range and more. 

visitor identification on factors

In addition, Factors auto-tracks visitor behavior and intent with advanced website analytics. This includes page views, button clicks, scroll-depth, account timelines, funnels and more. 

With this information, users can filter the total set of anonymous website visitors down to ICP accounts that have expressed buying intent:

  • ICP criteria: Filter down visitors based on firmographics such as industry, headcount and revenue-range to identify accounts that fit your ideal client profile. 
  • Intent criteria: Filter down visitors based on intent signals such as high-intent page views such as pricing, time-spent on page, and percentage scroll-depth to identify sales-ready buyers.

In short, access a list of high-intent ICP accounts that are already visiting your website but are yet to submit a form or sign-up. 

Now, with webhooks and Zapier, it’s easier than ever to automatically push all this website visitor data from Factors into any other tool your team uses. This includes ad platforms, marketing automation platforms, and, in this case, HubSpot CRM. 

How will this help? Rather than going after cold leads with negligible chances of conversion, sales reps can view, segment, and target sales-ready visitors inside HubSpot. As we’ll see in the next section, this dramatically simplifies and improves targeted sales outreach. 

webhooks integration

Implementing Webhooks on Factors is easy as pie. See how here.

Use-cases: Making the most of your website visitors

1. Identify new business opportunities

Factors surfaces anonymous, high-intent companies visiting your website — even if they’re yet to submit a contact form. As previously discussed, this data can be filtered down to high-fit, high-intent accounts. 

Using webhooks, this data can be pushed from Factors into HubSpot. In other words, you can automatically create companies inside HubSpot for visitors that match your ICP and intent criteria. 

For example, webhooks can be configured to create a new company when a visitor from a US-based software company with at least 250 employees is live on your website.

Here are a few more examples of what you can see inside your CRM with Factors:

  • Accounts that visit a landing page through a search ad but fail to submit a form
  • Software companies with at least 500 employees visiting high-intent pages like pricing
  • US-based companies that have read through at least half a product comparison blog 

Rather than relying on the 5% of website visitors who submit a form, teams can identify and target a deep new pool of potential pipeline — all within HubSpot. What’s more? Alerts can be relayed to sales reps in real-time through Slack or MS teams so they can immediately reach out to live prospects. 

webhooks alerts

2. Stay on top of existing target accounts

In addition to recording new accounts visiting your website, Factors can be used to monitor and update data for target accounts that already exist within HubSpot.

For example, say a lead clicks on a search ad, submits a demo form, but never schedules time on your calendar. While the lead’s data is available in HubSpot, it can be tedious to track and update their actions post the demo form submission.

To solve for this, Factors can automatically update CRM properties based on trigger criterias when leads return to your website. Let’s say that the same lead is back reading a product alternatives blog or visiting the pricing page after a couple of weeks. This event can be updated within HubSpot, including their last active time.

account scoring on factors

Sales reps can be notified with real-time when high-intent events take place so as to be able to immediately reach out to leads and improve the odds of conversion. 

3. Accelerate deals with behavioral data

Certain marketing material may or may not be relevant depending on the audience in question. For example, an enterprise-level account may be especially interested in security compliance related content. An early-stage start-up, on the other hand, may find content around cost-effective pricing more appealing.  

Factors can track how various types of companies are interacting with your website to understand what visitors care about most. This data can be pushed back into HubSpot so sales reps can easily assess a prospect’s interactions, priorities and pain-points before jumping into a sales call. 

account timelines

For one, sales reps can accelerate deals by personalizing the customer experience. For another, marketing teams can gauge what resonates best with the target audience and finetune content efforts accordingly. 

4. Rekindle lost opportunities

Use Factors to track how prospects who have dropped off the funnel or former customers are returning to engage with your website. For instance, maybe a client who churned a couple of quarters ago is back interacting with a page that highlights a new feature release. 

This may be an intent-signal that the lead is reconsidering your product. It might be a good idea for sales reps to reach out and share some relevant information on what’s new. Of course, this doesn’t necessarily guarantee a conversion. But it’s far more effective than reaching out to an ice cold lead. 

This guide has covered a handful of ways in which pushing visitor data back into HubSpot can be helpful. Ultimately, the goal is to align visitor data with relevant stakeholders and technologies in order to:

  • Drive intent-based sales outreach 
  • Refine ABM efforts and spends
  • Optimize retargeting campaigns

There are countless other use-cases with visitor identification working in conjunction with CRMs, MAPs, and more. With webhooks, Factors can push valuable website visitor data to nearly any platform on the planet. How you make the most of that data is really up to you — the possibilities are endless. 

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