Fast Moving Buyer (FMB) Alerts serve as an effective method to inform your sales team about potential hot leads. This article provides a step-by-step guide on how to set up an alert in HubSpot that gets sent through Slack.
In HubSpot, you have four options to send alert messages to your sales team:
- Via a shared Slack channel
- As a direct message to the Contact Owner
- Both above options simultaneously
- Via an internal email you can send from HubSpot
Note: If your company doesn’t use Slack, or you think your sales reps prefer to be alerted via email, read Fast Moving Buyer Alerts in HubSpot.
What is a Fast Moving Buyer Alert?
This is an alert message that is triggered by visitor engagement with your content. You may set up your marketing automation platform (MAP) to send a visitor’s details to an individual or group in your sales department.
These alerts are designed to identify and notify your sales team about leads who exhibit highly engaged behavior that indicates strong lead potential. Fast-moving buyers are those individuals who are actively exploring your offerings, consuming content, and displaying an accelerating level of interest.
System Requirements
- PathFactory Webhooks to HubSpot must be enabled. For more information on Webhooks, read Sending Data to Hubspot Using PathFactory Webhooks.
- Your company must be using Slack, and HubSpot must already be connected to your Slack instance.
Lead Details Included in an FMB Alert
- Name – first and last names
- Organization – company name
- Link to their Salesforce Contact – a URL for their Salesforce profile
PathFactory Data You Can Include in the Alert
The following list shows examples of what sort of data you can include in your FMB alert.
- Frequent Website Visits: Leads who visit your website multiple times within a short span of time.
- Content Engagement: Leads actively engaging with your content assets, such as whitepapers, case studies, product videos, etc.
- Longer Session Duration: Leads who spend a significant amount of time on your website during each visit.
- Multiple Touchpoints: Leads who interact with various sections or pages of your website, indicating comprehensive research.
- Repeated Product Views: Leads who repeatedly view specific product or service pages.
- Interaction with CTAs: Leads who click on calls-to-action (CTAs) indicating interest in further engagement or purchase.
- Form Submissions: Leads who fill out contact forms or provide their information for follow up.
How to Identify a Fast Moving Buyer?
Below are some examples of metrics you can use to identify a Fast Moving Buyer.
Number of Page views: A Fast Moving Buyer might engage with multiple pages on the website, indicating a high level of interest.
Content engagement: They might spend significant time consuming various content assets, such as videos, articles, or downloadable resources.
Specific interactions: Certain interactions, like filling out forms, requesting demos, or clicking on CTA buttons, could signal strong interest in products or services.
Engagement time: A Fast Moving Buyer may spend an extended period on the website, indicating a deeper interest.
Engagement score: PathFactory’s engagement scoring system may be utilized to identify visitors with high engagement scores, suggesting a higher likelihood of becoming a potential lead.
Setup Process Overview
There are four steps you need to complete to set up an FMB Alert. Below is a brief overview of each of the four setup steps, and lower in the document are the specific instructions to create a Fast Moving Buyer alert.
Step 1: Set up a Visitor Session Webhook in PathFactory
In this initial step, you configure a Visitor Session Webhook within the PathFactory platform. A webhook is a way to send real-time data from one application to another. Setting up the Visitor Session Webhook enables your PathFactory instance to communicate visitor session data to other integrated systems – in this case, HubSpot.
To find out more about webhooks, read Setting up Webhooks.
Step 2: Create a Workflow in HubSpot to Qualify Fast Moving Buyers
Next, within your HubSpot account, create a customized workflow specifically designed to qualify Fast Moving Buyers. Workflows in HubSpot allow you to automate various marketing and sales tasks based on specific triggers and conditions.
For this particular workflow, you’ll want to set up conditions that identify actions or behaviors characteristic of Fast Moving Buyers. These criteria may include the number of page views, content engagement, or specific interactions that indicate strong interest in your products or services.
Step 3: Set the Action of the Workflow to Send a Slack Message to Sales
As part of the workflow, you’ll define a specific action triggered when a visitor meets the criteria for a Fast Moving Buyer. In this case, the action will be to send a notification message to your sales team via Slack.
Step 4: Enable and Test Your Workflow
Before fully implementing the workflow, it is crucial for you to thoroughly test the alert to ensure that it performs as intended. Activate the workflow in your HubSpot account and conduct test scenarios to verify that the correct triggers are initiating the Slack message to sales when a Fast Moving Buyer is identified.
Detailed Setup Instructions
Follow the step-by-step tutorial below to set up Fast Moving Buyer alerts for Slack in HubSpot.
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 | You can find out more about visitor activities by reading Introduction to Visitor Activities. |
The following table lists and describes data fields available via 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, read Webhook Field Definitions. You may 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 WorkFlow in HubSpot to qualify Fast Moving Buyers
This procedure provides guidance on creating a customized workflow in HubSpot.
- Open HubSpot.
- Click on Automation > Workflows, and then 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: In this example, we consider a Fast Moving Buyer to be someone who engages with at least three assets and spends at least 180 seconds on the content track.
- Ensure the workflow triggers automatically and that visitors can re-enroll in the workflow when the Visitor Session Webhook form is re-submitted.
Step 3. Add an Action Step to Your Workflow That Sends a Slack Message
You can send alerts to specific Slack channel(s) and a direct message to the sales rep from the HubSpot Slackbot. The message includes information about the contact, their account, and a summary of the assets they have meaningfully engaged with.
Below is an example of a Fast Moving Buyer alert message. You can customize the content of the message however you like. Add Contact Tokens for each individual contact data value (shown in as the boxes in the screenshot below).
As you can see below, the alert gets sent in both a shared channel, “hubspot-fmb-alerts”, and to the “Contact Owner” in a direct message (DM) from the HubSpot Slackbot app:
Once configured, make sure you turn your workflow on as shown in the screenshot below.
Step 4: Test Your Workflow
Go to one of your PathFactory content tracks (ensure you fill out a form with a capture tag during your session) and engage with the track in such a way that you will meet the criteria you outlined in your Fast Moving Buyers workflow.
To test your webhook, follow these steps.
- Open your Target or Recommend track.
- View three assets, and spend 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.
Once you’ve confirmed the workflow is operating as expected, this FMB Alert is ready for active use. FMB alerts will now be automatically generated whenever the specified conditions are met, helping your sales team capitalize on opportunities and engage with highly interested prospects promptly.