The CallRail-HubSpot Integration: Workflows for better lead nurturing

We recently created a new HubSpot integration that sends calls to your tracking numbers directly to your HubSpot dashboard as a call activity, rather than a form submission. We’re also excited to share that call activities can be linked to the very popular HubSpot workflows, so you can instantly follow-up with leads that call your business based on specific criteria like call duration, call outcome, or even the last landing page visited before a call.

For example, you can trigger a message with the subject line, “Sorry we missed you!” for missed calls or instantly move calls longer than 10 minutes to the “Lead” lifecycle stage in HubSpot.

Workflows are the easiest way to manage personalized, timely follow-ups without having to manually track the activity of every contact in your HubSpot database. (A nearly impossible task.) In today’s digital-first business climate, if you don’t nurture a lead quickly, you might lose them.

Busy customers with long to-do lists can easily browse for competitors online. A study found that leads contacted within 5 minutes of an inbound activity (versus the average of 30 minutes) are 21 times more likely to enter the sales process or become qualified.

Lead nurturing ensures that you’re responding to potential customers in a meaningful way based on their contact profile, specific actions on your site, or their individual stage of the buying process. Nurtured leads produce, on average, a 20 percent increase in sales opportunities versus non-nurtured leads.

Making a call to your business is one of the strongest indicators a lead is ready to buy, so having an arsenal of automatic, personalized content for leads that contact you is a smart inbound marketing strategy that’s easy to implement.

To trigger a HubSpot workflow based on calls to your tracking numbers, navigate to your workflows dashboard and edit or create a new workflow:

Nurture leads with Hubspot's workflow

Then, create an enrollment trigger for “Activity > Activity Type > Call” as shown below:

Once you’ve set up a call trigger, you can further personalize it for different types of call activity and pair with an action. For example, I’ve set up this workflow for connected calls of more than 5 minutes to assign the contact as a lead and instantly enroll them in our marketing workflow for further nurturing:

If you’re using website pools, you can further personalize workflows based on the additional call data sent to HubSpot via visitor tracking numbers. To leverage this feature, you’ll create a trigger based on the contact property for criteria such as the original source, first source contacted, last source contacted, or landing page. When a call is made to a visitor tracking number, we send the marketing source as part of the contact property data (like “google_paid” or “direct”):

This way, you can create different workflows for customers that called you from different marketing sources, and also tailor each workflow according to customer landing page activity. For example, I’ve added the additional parameter to this workflow that the caller has visited our blog. This triggers an email in a couple days with more content from our blog they might be interested in, and increases the contact property numeric value:

You can even set up workflows to trigger an internal action, like notifying you with a text message that you missed a call from an important lead or creating a task in your dashboard. (HubSpot has a ton of options when it comes to workflow actions that are worth exploring to find the best fit for each use case.)

There’s a lot of flexibility in creating workflows. We recommend setting up workflows for a variety of types of calls to your tracking numbers, so you can better target your messaging. Think about how you’d like to respond personally to each interaction with your business, and create workflows that best represent who you are. Customers will know you’re paying attention to their specific needs and not sending them endless one-size-fits-all emails, and you’ll be better equipped to manage a scalable amount of contacts as part of your strategic inbound marketing.