Step 1: Maximize contact and company creation
Why this matters
If records aren’t created, nothing else happens. Missed contacts mean no workflows, no sequences, no reporting, and lost pipeline. Restrictive creation settings can silently drop leads, so optimizing these toggles is foundational.
How to achieve it
Enable contact and company creation options so HubSpot never blocks a record:
- Allow a company to be created if it does not already exist in HubSpot
- Allow contacts to be created without an associated company
- Allow contacts to be created only if the company is already known
Capture first. Clean and associate later.
Where to configure it
RB2B Dashboard → Integrations → HubSpot → Contact & Company Creation Settings → Enable the creation toggles
Quick win
Turn on all creation toggles so no identified lead is dropped due to missing company context.
Step 2: Automatically segment visitors into HubSpot lists
Why this matters
Not all visitors deserve the same follow-up. Segmentation lets you prioritize, personalize, and automate without spamming everyone. Without lists, your workflows tend to become generic and less effective.
How to achieve it
Create lists that reflect fit and intent, then use those lists to trigger workflows and outreach:
- High-value prospects (ICP match)
- Pricing or demo page visitors (high intent)
- Enterprise accounts (size-based routing)
- Re-engaged visitors (repeat activity)
Where to configure it
HubSpot → Contacts → Lists → Create List
HubSpot → Automation → Workflows → Enrollment Triggers
Quick win
Create one list for “Visited Pricing or Demo pages in the last 7 days” and enroll that list into a workflow that alerts Sales.
Step 3: Enrich records with RB2B context
Why this matters
Context improves outreach quality. When reps understand what a lead engaged with, messages feel relevant instead of generic, which increases reply rates and shortens sales cycles.
How to achieve it
Use RB2B properties inside HubSpot to give your team quick context:
- Website activity (pages viewed, recency, frequency)
- Lead source attribution (RB2B as source)
- LinkedIn profile URL (when available)
- Company details (name, website, firmographics)
Add these properties to your contact and company record views so they’re visible at-a-glance.
Where to configure it
RB2B Dashboard → Integrations → HubSpot → Property Sync / Settings
HubSpot → Settings → Properties → Add RB2B properties to record views
Quick win
Add “Last Page Viewed” and “Visit Count” (or your closest equivalents) to the contact sidebar so Sales sees intent immediately.
Step 4: Trigger automated outreach and internal actions
Why this matters
Manual follow-up is slow and inconsistent. Automation ensures qualified visitors receive timely outreach while interest is still high, and it keeps Sales focused on the right leads.
How to achieve it
Build workflows that react to RB2B signals:
- Assign owner based on territory, segment, or company size
- Create tasks for Sales when high-intent pages are visited
- Enroll contacts into HubSpot Sequences for targeted outreach
- Send internal alerts (Slack, email) for priority leads
Keep the first automation simple, then iterate based on results.
Where to configure it
HubSpot → Automation → Workflows
HubSpot → Sales → Sequences
Quick win
Create a workflow that assigns “Pricing Page Visitors” to a rep and creates a follow-up task within minutes.
Step 5: Improve lead scoring using RB2B intent
Why this matters
Lead scoring helps your team prioritize. RB2B adds behavior signals that are often more predictive than email opens or form fills, especially for higher-intent traffic.
How to achieve it
Add scoring rules tied to intent and fit, such as:
- High-intent page views (pricing, demo, integrations)
- Repeat visits or re-engagement
- ICP match signals (industry, company size, role)
Refine scoring over time based on what converts into meetings and pipeline.
Where to configure it
HubSpot → Settings → Properties / Scoring → Lead Score Rules