Enriching HubSpot with Clay (Part 1: LinkedIn profiles)

Welcome to a five-part series on how to enrich HubSpot’s CRM with Clay. In this series, I’ll cover what Clay and HubSpot are, why you might want to enrich HubSpot with Clay, potential outbound workflows, and the role of Salesforce.

We will start with basic workflows and automation, and by the end, we’ll build a Clay table that actively monitors job changes for contacts in our CRM.

This first video provides an overview of HubSpot and its integration with Clay, demonstrating how to build an active list of contacts and enhance it with LinkedIn profile information. I’ll walk you through creating a custom contact property in HubSpot, setting up an active list, and using Clay’s HubSpot integration for enrichment across several data providers.

Throughout the series, I’ll also discuss different use cases, data types, and additional tools like ChatGPT for further enrichment.

Stay tuned for upcoming videos and feel free to share any questions or topics you’d like me to cover!

Transcript

Introduction to the Series

[00:00:00] Harris Kenny: Hello, and welcome to a five part series on how to enrich HubSpot’s CRM with Clay. Now, what I want to walk through is really quickly, what’s Clay? What’s HubSpot? Why would you enrich HubSpot with Clay? And what are some potential outbound workflows? And I’m also going to talk about Salesforce, how that would potentially play in here and use cases for this beyond outbound.

[00:00:23] Harris Kenny: Uh, but the idea in this series is that we’re going to start small, simple with some basic workflows and automation. And then by the time we get to the end of the series, we’re going to be building a table in clay that’s actively monitoring for job changes for anyone that is in our CRM that might be changing jobs, for example.

[00:00:40] Harris Kenny: And that’s a super useful thing to know because if you’ve got a champion or, um, maybe even a anti champion, a blocker who leaves a company, you know, you might want to trigger some action for your sales and marketing or even customer success efforts based on that.

Overview of HubSpot and Salesforce

[00:00:54] Harris Kenny: So let’s jump right in and introduce HubSpot.

[00:00:57] Harris Kenny: So HubSpot is a CRM with end to end, um, customer lifecycle tools from sales, marketing, and service. And frankly, beyond that, the platform keeps growing.

[00:01:06] Harris Kenny: I’m not going to show Salesforce in this video, but I’ll just mention that OutboundSync does support and has users on Salesforce right now. If you’re pushing contacts through outbound sync into HubSpot and you’re using HubSpot’s Salesforce data sync.

[00:01:22] Harris Kenny: It will be compatible. We’ve got users doing that right now. And that’s something where we’re actually spending a lot of engineering resources working on improving that for Salesforce users of our product. But these videos are just going to be focused on HubSpot.

Introduction to Clay

[00:01:34] Harris Kenny: And the other major tool that we’re going to talk about is Clay.

[00:01:37] Harris Kenny: Now, Clay is a, in short, a spreadsheet with API calls, a great UI, relationships with data vendors, and some other neat stuff under the hood that we’re especially going to be using later on, um, in some of the later videos in this series. Uh, but the first one is I want to just introduce you to the list piece of HubSpot.

[00:01:58] Harris Kenny: We’re going to build an active list. Of contacts.

Creating a Custom LinkedIn Profile Property in HubSpot

[00:02:02] Harris Kenny: And the piece that we’re missing out of the box with HubSpot is that LinkedIn profile is not a default property. To do this, you’re going to want to go to the gear menu up here in HubSpot. Click that, go to the contact object and create a custom contact property.

[00:02:15] Harris Kenny: For LinkedIn profile. And if you don’t know how to do that, if you can’t figure that out, you know, it’s only going to get harder. So I’d encourage you to use ChatGPT or use Google, but I’m not going to walk through some of those things here, um, through these videos because you know, it’s just kind of table stakes for what we’re getting started.

Building an Active List in HubSpot

[00:02:29] Harris Kenny: So we’re going to go ahead and we’re going to start our list. We’re going to create an active list in particular and a contact-based list. And we’re going to look for ones where our newly created LinkedIn profile property is unknown.

[00:02:40] Harris Kenny: Now, I just want to note that you may not want LinkedIn profiles for every single contact in your CRM, you could filter based on life cycle stage. So only, you know, marketing qualified leads, sales qualified leads opportunities, or maybe you want to trigger it based on outbound activity where you want to go omni channel when an outbound email is sent and that’s recorded through outbound sync and triggered by a timeline event.

[00:03:03] Harris Kenny: Then you want to go fetch that LinkedIn in order to maybe create a new lead and HubSpot with the lead object, and then go on a channel and do some LinkedIn outreach based on that. Or maybe you want to use the LinkedIn profile to get phone numbers, which we’re going to cover in a later video.

[00:03:20] Harris Kenny: So in short, this is what we’re doing in HubSpot. We’re getting this list built. It’s an active list as new contacts meet our criteria, whether they’re outbound campaigns or just any contact life cycle stage, we’re going to They’re going to get added to this list.

Syncing HubSpot Lists with Clay Tables

[00:03:34] Harris Kenny: Now we go over to clay. I’ve got a set of corresponding tables inside of clay with names that match the names for the lists inside of HubSpot.

[00:03:43] Harris Kenny: And of course the HubSpot lists and the clay tables correspond to each other. And the way that each of these tables was started is I created a new table using clay’s HubSpot integration, and I used that HubSpot list as the source of clay table.

[00:04:01] Harris Kenny: Now I’m blocking this because it’s got personal, uh, information in it. So, so that’s obscured from the screen. So you can’t see it, but on the left hand side of the screen, you can see that import contacts from HubSpot and it initially had 143 rows. Now, if you look back at our other list, there were only 34 rows in the HubSpot list right now that don’t have LinkedIn profiles, which means that we were able to find LinkedIn profiles for nearly every single one of these, right?

[00:04:26] Harris Kenny: Um, 110, 109. So that’s pretty exciting.

[00:04:32] Harris Kenny: I want to walk through how this table works. As new contacts get added to that list in HubSpot, they’re going to get added to this list in Clay. I also have an auto de dupe running here on the ID column. So in case a contact. Meets our LinkedIn enrichment criteria, and then no longer meets it for some reason, and then meets it again in the future.

[00:04:54] Harris Kenny: I don’t want to be rerunning these enrichments over and over again. If we can’t find it across these five providers, I’m just going to assume we’re not going to be able to find it right now, and maybe we’ll use another tool or frankly, with what we’re doing, they just might not be a fit. They don’t have LinkedIn profile.

[00:05:09] Harris Kenny: They’re probably not a fit for our product.

Waterfall Enrichment Process in Clay

[00:05:12] Harris Kenny: So we’re using a waterfall enrichment in clay across a number of providers. People Data Labs, Clearbit, you know, we’ve got a few here. I’ve got Apollo because we’ve got an Apollo API key that we use when we find a match. Then we’re using Clay’s HubSpot enrichment to go update that contact in HubSpot.

[00:05:29] Harris Kenny: Again, I can’t click and look and show you what these specific enrichments look like because of, you know, whether it’s API keys or, um, you know, identifying information, but. This is the gist of how it works. If you’re interested in a specific copy of a table like this, let me know. And maybe I can put something like that together.

[00:05:46] Harris Kenny: Um, and so now when you go back to HubSpot, you’re going to see that that active list is getting shorter because now there’s profiles that have LinkedIn attached to them. And so they’re going to get removed from the list. And then they’re going to be available in the contact record in HubSpot.

Conclusion and Future Videos

[00:06:00] Harris Kenny: And with that LinkedIn profile in future videos, what I’m going to show you is how to get a phone numbers, clean up data around names and titles, uh, and then ultimately creating that contact, uh, job change tracking table.

[00:06:14] Harris Kenny: So hopefully all of this was a good foundational start to the series. Um, we’re going to be doing more. We’ll be talking more about different, um, use cases for this and types of data. And in future videos, we’re going to be using chat GPT. And we’re also going to be doing, uh, more unconventional waterfall methods across different providers.

[00:06:31] Harris Kenny: Um, particularly when it comes to phone numbers. So keep an eye out for those videos over the next few days. And, uh, let me know what questions you have, what you’d like me to cover, because I’m going to be recording these each day. And as new feedback comes in, I will be, um, trying to incorporate that as we go.

[00:06:46] Harris Kenny: All right. That’s all for now. Thanks so much and have a great day.