Fast Moving Buyer Alerts in Hubspot

Overview

Fast Moving Buyer Alerts are a great way to let sales know about a hot lead.

What is an FMB Alert?

It’s an email alert that you set up in your MAP to send a lead’s details to an individual or group in sales; the alert is triggered by the lead’s engagement with your content.

Lead Details included in an FMB Alert:

  • Name

  • Phone number

  • Organization

PathFactory Data you can include in the alert:

  • What behavior made them a priority lead

  • Which content assets the lead viewed

  • How long did they spend with each content asset

There are 4 steps to set up an FMB Alert:

  1. Set up a Visitor Session Webhook in PathFactory

  2. Create a Fast Moving Buyer Alert Email in Hubspot

  3. Create a WorkFlow in Hubspot to qualify Fast Moving Buyers and send the alert email

  4. Test your WorkFlow


Step 1: Set up a Visitor Session Webhook in PathFactory

A visitor session webhook will pass PathFactory engagement data from PathFactory to Hubspot every time a visitor engages with a contact track.

Note
See this article for help setting up a visitor session webhook in PathFactory.

We recommend you pass the following fields through your webhook:

Field Name Field Type

Email Address

Use the Hubspot Email address field. Do NOT create a new email field.

PathFactory Experience Name

Single Line Text

PathFactory Number of Assets Viewed

Number

PathFactory Content Count – Threshold Met

Number

PathFactory Content Journey

Single Line Text

PathFactory Content List – Threshold Met

Single Line Text

PathFactory Topic List – Threshold Met

Single Line Text

PathFactory Funnel State – Threshold Met

Single Line Text

PathFactory Asset Type – Threshold Met

Single Line Text

PathFactory Engagement Score

Number

PathFactory External ID

Single Line Text

PathFactory Engagement Time

Number

Query String

Single Line Text

Note
For a full list of possible fields PathFactory can send over to your MAP, please see this article and add any desired fields to this list. If you leverage UTM parameters or other tracking parameters, additional fields may be added to this list.

Step 2: Create a Fast Moving Buyer Alert Email in Hubspot

This step involves creating the email that will provide the engagement data of the prospect that viewed your content track. This email will be sent to the sales owner of the engaged prospect so that they can act on the email alert.

  1. Create a new email.
    image

  2. Below is the Fast Moving Buyer alert email our Marketing team sends to contact owners of Fast Moving Buyers. You can customize the content of the email however you like. Add personalization tokens for each individual contact data value (shown in orange in the screenshot below).
    image

    Pro Tip:

    Show PathFactory engagement time in minutes in your email (instead of showing it in seconds).
    Go to Properties and create a new contact property called PathFactory engagement time-minutes. Make this field a Calculation. Have the field take PathFactory Engagement Time (in seconds) and divide it by 60.
    image

  3. Select Automated as Email Type and add a Subject Line. In the next section, we’ll create a workflow that will send this email.
    image

  4. The image below shows what the email looks like when it lands in the Sales Rep’s inbox.
    image

Pro Tip:

  • Link to the PathFactory Insights page in Salesforce in the email

    • This allows the contact owner to see more detail about the Fast Moving Buyer’s engagement with your content


Step 3: Create a WorkFlow in Hubspot to qualify Fast Moving Buyers and send FMB alert email

  1. Go to Automation > Workflows, and create Workflow. Set the enrollment trigger to be a form submission for your Visitor Session Webhook form. Add any additional criteria that you feel qualifies a Fast Moving Buyer.

    Note
    At PathFactory, we consider a Fast Moving Buyer to be someone who engages with at least three assets and spends at least ninety seconds on the content track.

    image

  2. Ensure the workflow triggers automatically and that visitors can re-enroll in the workflow when the Visitor Session Webhook form is re-submitted.
    image

  3. Add an action step to your workflow that sends an internal email. You can select the email recipients (specific members of your sales team), or you can choose to send the FMB alert email to a contact property that contains an email address.

  4. Select your FMB alert email from the Choose an Email dropdown.
    image

  5. Make sure you turn your workflow on!
    image


Step 4: Test your Workflow

Go to one of your content tracks (ensure you fill out a form with a capture tag during your session) and meet the criteria you outlined in your Fast Moving Buyers workflow.

Example

To test your webhook: go to a content track, viewed three assets, and spent at least ninety seconds on the track. After about thirty minutes, check your workflow in Hubspot to see that you were enrolled and the alert email was sent to the correct recipient.

Updated on June 28, 2022

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