Outbound full-funnel reporting, lists, and workflows in HubSpot

We just launched Packages v5, the most advanced version yet for prebuilt reporting, automation, and data control in HubSpot.

Now, outbound teams using SmartLead, Instantly, EmailBison, and SASMail can seamlessly track every touchpoint from email sends to closed deals.

With full-funnel attribution, dynamic workflows, and automated block lists, your CRM becomes a true system of record for outbound success. Watch the full breakdown and see what’s new!

Transcript

00:00 Hey there, my name is Harris Kenny, I’m the founder of OutboundSync, and I want to show you version 5 of something that we have been slowly improving for months and months now. And it is our packages.

00:13 Now you might wonder, what are packages? In this case, it is what allows you to make the most of your outbound data inside of HubSpot.

00:22 So, the whole idea behind our product is to, is that teams are adopting these cutting edge deliverability tools, like SmartLead, Instantly, EmailBison, and SASMail.

00:32 They’re using these tools because it’s the best way to get in front of people that might be interested in the problems that you’re solving.

00:39 You land in their inbox and you get their attention. The problem is that, especially for teams at scale, they have a lot of other stakeholders for that data.

00:47 That’s why they’re using these exciting tools like Salesforce and HubSpot. They’re using a CRM that allows different parts of the team to understand what’s happening with Outbound and eventually hand that lead off, right?

00:58 Convert that into a deal, into a customer, and then have customer lifecycle management. Starting a conversation is just the beginning of the journey.

01:06 That’s why we believe in pushing the data into the CRM. So that’s the foundation. Outbound Sync, it’s a data layer or a context layer, if you’re talking about AI product.

01:19 And then the question is like, what do you do on top of that? This is where packages come in. Packages are prebuilt and native configurable lists, workflows, reports, and dashboards inside of HubSpot.

01:35 And I’m going to show you what our latest iteration looks like, what our thinking is. The idea is that once you install OutboundSync, you can get that data flowing in under half an hour.

01:43 And then with Supered and with our Supered packages, you can get reporting and workflows running in, in total under an hour, filling in and showing how that, uh, Outbound campaign is performing and even driving other things like paid advertising campaigns or dynamically blocking contacts.

02:00 That you’re not, um, you know, re-engaging maybe other people at that company after you get a positive reply back. So we’re going to start at the end and work backwards.

02:11 Every time we increment a new version of this, I like to put a little quote at the top here. We’ve got, you will either step forward into growth or you will step back into safety by Abraham Maslow, a really influential thinker.

02:24 In this dashboard, you’re going to see, we’ve got the reports and then we’ve got the explanations beneath them that give you context and explain like how it works basically.

02:33 So this is a visualization of a funnel as it moves from contacts at the top of the funnel down to opens, replies, positive replies, meetings, and then ultimately what we really care about is deals.

02:48 And those deals that convert, Now this is not going to be easy because we’re, we’re moving between data models in the sequencing data model.

02:58 We have leads, but we have contacts. We have companies, we have campaigns, and we have to graft all that over to HubSpot’s data model.

03:04 So most of these data points are at the contact level. I’m going to show you an activity level report below, but we do cut over to deals at the end.

03:13 Cause it doesn’t really matter how many contacts are attached to a deal, right? We just want to know if it’s a deal or not.

03:18 Now in this chart, we’re showing our total sending volume by contact broken down by the latest activity on that contact.

03:29 So seven gives you a sense of the total number of emails sent. And for one of these contacts, that is all that has happened to it.

03:35 But for the other six, there were eight. Additional updates that were overwritten on top, the most recent event. One of them bounced, uh, two of them had a lead category update, one of them unsubscribed, and then two of them replied without getting a category on that update.

03:49 So an SDR is going to follow up and see what the nature of that reply is. So this gives you a sense of how many contacts are we engaging and then what’s happening with those contacts.

04:01 These are configurable, so let me just show you something really quick here. Let’s say you don’t want to do this by week.

04:05 Let’s say you want to do this, or excuse me, by month, but you want to do it by week or by day.

04:08 Because this is a HubSpot native report, it’s not embedded as an iframe, you can go into this customize tab and you can change it.

04:17 Next we have the funnel. There’s two different approaches to a funnel here. One is more of an events based funnel, where a contact is created, a meeting is held, a deal is created, and then ultimately marked as close one.

04:28 The other is more of a lifecycle stage funnel, where for a team that’s using the lifecycle model in HubSpot, they can update as contacts move through and they can keep track of that conversion.

04:45 Finally we go back to the activity level. So this is looking at, okay, of the context, let’s look at the individual number of emails that were sent, and then break down the sending volume.

04:54 And then the results that we’re getting from that sending volume, let’s break it down further by campaign name. OutboundSync is writing those campaign names, so you can now attach specific campaigns to specific outcomes in HubSpot.

05:08 Let’s keep going. Now we can break down deals too. you can look and see what the deal stages are, and the number of deals, and the revenue associated with those deals.

05:19 Again, like, this is what we’re really trying to accomplish here. We’re running Outbound to generate revenue. And so what this dashboard does is it helps the RevOps and Sales Administrators and HubSpot Administrators, or Super Admins, at companies that are using OutboundSync, it helps them make the most

05:37 of the data and understand is Outbound working? Where is it working? What can be improved? And get, generate a full feedback loop that can be driven back up to the agency or the internal team that are, that is running these campaigns.

05:53 Now let’s jump over to lists really quick and just show you a separate package we have is a folder of 14 lists.

06:01 Now, this is really powerful because this allows you to segment and look at the different contacts that are being engaged inside of HubSpot based on the events that occurred, but also based on association.

06:10 So we’ve got associated companies, associated deals, associated meeting books, there’s lots of ways to see where things are going and then these lists are going to be used.

06:19 These lists are actually underlying some of the reports that you were looking at in the previous screen. And just one I want to show you when it comes to positive replies.

06:27 What is a positive reply? Well, yeah, it could be a positive reply that’s marked as positive, a positive disposition. And here we’ve got that.

06:34 We’ve got Smartlead Instantly, EmailBison and SASMail. So we do have that disposition coming in, but there are other ways to consider it positive. And so we’ve prebuilt this for our customers and you can go in and you can change this.

06:49 But we’ve also added, okay, well, what if that contact moves forward in terms of life cycle stage? If we contacted someone through outbound and now they’re an SQL, I would consider that likely a positive outcome, right?

06:59 Um, same thing with known, uh, booked meetings. And so the idea is that or deals, right? And so the idea is yes, we could literally market as positive and, but these little details are where we see attributions slip through the cracks.

07:13 And this is why we found whether it’s, uh, teams at open send or agency clients that are finding that they’re generating two to three times the pipeline that they were expecting.

07:23 And it’s because of these dashboards that we’re helping users discover that and discover the actual impact of outbound. I just want to show you workflows really quick.

07:34 All right, here we are. Now, we’ve got a folder of some pre-built workflows as well. Let’s go to OutboundSync and let’s just talk about replies because this is the most typical workflow that our users are focused on.

07:44 When a reply comes in from outbound, what do we do with it and how can we control what happens from inside of HubSpot?

07:50 In this example, we’ve got a reply coming in and we’ve got a little delay function to make sure that all the data catches up and then we’re branching out.

07:59 If it’s an interested lead, we can change the life cycle stage. Create a task, create a Slack or an email notification.

08:05 If it’s not interested, we could create potentially a follow up to maybe set a trailing task. Maybe the timing isn’t right, but it’s also possible that it’s a do not contact or an unsubscriber and opt out type of feedback that we get from the recipient and we can actually synchronize the subscription

08:21 status between HubSpot and SmartLead or instantly or EmailBison bison or SASMail. Um, so that you have a harmonized, uh, opt out essentially across platforms with the CRM in this case HubSpot being the system of record and also the system of automation that’s driving that update across and rippling out

08:41 to the edge where the outbound platforms are running. Now there are a lot of other workflows that we have here too.

08:49 For example, if you use link tracking and you’re sending maybe different variations of landing pages or offers, you can build branch logic into a HubSpot workflow so that if the link clicked is one thing, it adds them to a list or it performs a certain action.

09:04 You could also use these workflows to create call tasks. Let’s just say you want to designate a certain, a really high value lead list and make sure that all of those leads also have also get phone call follow-up.

09:15 You can do that. If you’re using Operations Hub Pro, you could conditionally send those webhook payloads out to a tool like Clay or directly to a provider like Lead Magic or Find Email and get a phone number.

09:26 You can also use things like opens as indicators of, hey, if we see this event occur, we want to do a follow-up based on that.

09:35 And the idea is that we provide this again, prepackaged so that you can hit the ground running. We’re really proud to do this.

09:40 We spend a lot of time doing this and working with our users, incorporating feedback. We’ve got a lot of ideas that have been incorporated into this based on user feedback and deploying this alongside our users.

09:50 So this is version five of our, um, overall, I would say packages approach the dashboard being the one that we’ve spent the most time iterating on.

09:59 Um, but workflows and lists have also gotten a lot of attention. I’d love to know what you think. I’d love to know what you think is missing.

10:07 This is a huge part of what we do. Our goal is to make that outbound data actionable inside of the CRM and we’re really proud of how we’re doing it.

10:13 And we really appreciate all the support and feedback that we’ve gotten from users to make it better. All right. Thanks for watching and have a great day.