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A recipe for success with Snitcher and HubSpot
A recipe for success with Snitcher and HubSpot

Combining the power of company identifications with your CRM will lead to more deals, higher close rates and better marketing programs.

Jerre avatar
Written by Jerre
Updated over a week ago

This guide will help you get up to speed with the multitude of use cases the integration offers. Both sales, marketing and customer success teams will benefit from the set up.

Ready to get started? πŸ‘‡

Why integrate Snitcher and HubSpot?

It's helpful to understand how Snitcher fills in the gaps in HubSpot (and other CRM's) before getting into the details of the integration itself.

CRM's collect and show visit behaviour on contacts that have converted (filled out a form), don't change devices or clear cookies. In other words, there is no account or company level behaviour except for information on converted contacts.

B2B buying decisions are made by multiple people and not all of them will convert. Leading to a big downside by only receiving such a small piece of the behavioural info generated by prospective companies (this includes those already in HubSpot).

It's like only receiving info about the tip of an iceberg! 🚒

For sales and expansion (account management) teams, missed info can include:

πŸ‘‰ Lost deal reactivation signals

πŸ‘‰ Purchasing intent

πŸ‘‰ Deep research

πŸ‘‰ Upsell or cross sell opportunities

πŸ‘‰ New stakeholders coming to the table

Resulting in missed touch points and context throughout the buyer's journey. Leading to lower deal conversion rates, slower sales cycles and less expansion opportunities.

The compounding impact of the limited ability to derive marketing insights on how programs, content and strategies are performing will hinder quality lead generation effort and increase acquisition costs.

From an operational standpoint, it becomes harder to scale sales, customer success and marketing in an efficient way. As team members don't have access to account the full picture and need to spend time digging for a limited piece of it.

Impact of connecting Snitcher and HubSpot

To understand how the integration will solve the problem, let's to take a holistic view of the customer lifecycle (diagram below) and how Snitcher fits into it πŸ‘‡

Snitcher works as a source of new leads that can be sent to HubSpot. Plus the platform collects and supplies behavioural data at each stage of the customer lifecycle. This makes it possible to deploy automated systems supplying teams with behavioural info that will help them progress accounts to subsequent stages.

The result is a more efficient customer journey. Enabling teams to focus on selling or expanding customers rather than hunting for insights or simply going without them.

Breaking the value down

Operations and efficiency

βœ… Manually or automatically send good fit companies to HubSpot.

βœ… Use HubSpot stages, statuses and owners in Snitcher to create Segmented lists.

βœ… Use Snitcher behavioural and firmographic properties in HubSpot.

βœ… Keep your data fresh in HubSpot with automatic updates each time a company visits.

βœ… Send notifications from Snitcher and build workflows and lists in HubSpot

Increased conversion and expansion rates

βœ… Shorten cycles and increase deal conversions with company behaviour.

βœ… Reactivate lost deals by notifying reps when old or lost deals revisit the website.

βœ… Spot upsell or expansion opportunities with scalable signals.

Improved marketing insights and performance

βœ… Get to the bottom of what channels, campaigns and ads are driving revenue.

βœ… Use Snitcher behavioral info in HubSpot reporting and analytics.

βœ… Score and route accounts displaying high intent with our without converted contacts

βœ… Add accounts (and contacts) to retargeting / nurturing workflows using fit and intent.

βœ… Gain a much deeper understanding of the buyer's journey.

What happens when you integrate Snitcher and HubSpot

For the basic set up and information on the integration please check out the HubSpot and Snitcher implementation guide.

Implementation preparation

It's important to define what behavioural information your teams will need depending on the stage of the customer lifecycle.

🚨 Sending notifications for every visit will not achieve the desired impact. Teams are overwhelmed leading to them ignoring or becoming desensitised by updates.

To get the ball rolling, we suggest sending out a short questionnaire asking team members what information will help them at each stage of the customer lifecycle. Is it a couple minutes spent looking at a new product page or a visit to the pricing page?

Discuss the results of the survey, decide what info is required and note it down in a format like the tableπŸ‘‡



Open / Lost Deals



ICP match score.

Time on site

Page views

ICP match score.

Return visits - exclude some blog pages.

Pricing page, case study or product pages.

Any visit from Lost deals

Viewing T&C's.

Knowledge or news articles.

Visits to products or services not yet purchased.

Preparing to send new leads to HubSpot

The objective here is to ensure leads are qualified and show strong engagement so sales resources are efficiently invested to convert a higher percentage of prospects.

To do this, please make sure you have properly segmented your leads in Snitcher.

This is especially critical if you plan on using automation to push leads to HubSpot. Doing so will avoid companies being sent to HubSpot that don't get worked.

Once you have a Segment filled with good quality leads, add a filter to exclude existing HubSpot companies.

You can also remove disqualified companies from the Segment using tags and a filter to exclude leads tagged as 'disqualified' πŸ‘‡

Now only new qualified leads will be sent through to HubSpot and your CRM won't end up being cluttered up by bad fit companies.

Sending new leads to HubSpot

For the basic set up and information on the integration please check out the HubSpot and Snitcher implementation guide.

Supporting and prioritising prospects / SQL's

Next up, it's time to help the sales team prioritise which leads to work first and invest time in. The topline goal is to reliably enable reps to find low hanging fruit and convert more (book meetings / reply) accounts. Leading to increased sales conversion metrics.

Using a simplified example of 2 accounts πŸ‘‡

Account 1 - has a converted contact that downloaded a guide and has yet to visit the website again or reply to any sales communications.

Account 2 - does not have a converted contact but spent over 10 mins browsing product pages, checking out the pricing and looking through case studies.

The old school process = prioritise the account with a contact.

The better way = prioritising the account showing real intent.

There are 2 options to do this or a combo of both πŸŽ‰

Option 1️⃣

Send notifications to team members when one of their prospects visit the website using the filters πŸ‘‡ Or if you prefer a group notification, filter only on the company stage.

You can add behavioral filters for notifications when a company takes a specific action.

Next up, head over to the Automations page and send through visits from Companies in the Segment to Slack 9 (or email) e.g. rohans-prospects.

Option 2️⃣

Dynamic lists and workflows in HubSpot to priorities companies showing more intent.

In the example ☝️

A dynamic list is surfacing companies that have been on the website in the last 24 hrs in which the lead status is contacted (not yet connected) and they are owned by a sales rep (Leon) who last contacted them more than 5 days ago.

By using workflows, you can trigger notifications or tasks for team members.

πŸ’‘ If you would like to get more granular on the behaviour then use either Snitcher tags or segments within the HubSpot filters.

Purchase intent signals

Once again, implementation can either be done in Snitcher using Segments and Automations or in HubSpot using Dynamic lists / workflows.

Step 1 πŸ‘‰ Define the stage/s you would like to filter on (either in Snitcher or HubSpot) e.g. Filter on Lifecycle stage = Opportunity / Open deal

Step 2 πŸ‘‰ Decide if you would like to prioritise / notify by group or specific owners

Step 3 πŸ‘‰ Determine what behaviour to use for prioritisation / notifications e.g. case study or pricing page visits.

Lost deal reactivation signals

Setting lost deal notifications up has been a game changer for many of our clients and is likely the lowest hanging fruit of all.

Here's the scenario πŸ‘‡

You lose a deal a year ago to a competitor. The prospective customer is now up for renewal and assessing options again. You get a slack notification they are on your website, you know who to reach out to and how to get the convo started.

Similar to the stages above, you will need to create a Segment in Snitcher with the filter 'HubSpot Deal Stage' contains 'Lost. This can of course be combined with deal owners or done at a team level. Once the Segment is ready go ahead and set the automation up.

We recommend creating a seperate Slack channel (if you're using Slack) to avoid these notifications getting missed in a busier channel.

In the example below, we are filtering for any Lost or Delayed deal in which the associated company has visited the website in the last 48 hours.

Renewals and churn risk

When it comes to growth, customer retention is critical and you might be asking yourself, what does Snitcher have to do with this?

A customer is up for renewal in 2 months. They are looking at your terms and conditions. You receive a Slack notification or the account is flagged in HubSpot. Crisis averted? 😌

By now you are probably getting the hang of this. Just in case, here's an example of the filters you'll need to trigger a notification when a customer views your T&C's.

For lists or workflows, we suggest a set up like the one below. You may consider adding an additional filter to focus on accounts that are e.g. 3 months or less from renewing.

πŸ’‘ Pro tip: triggering notifications on opportunities or open deals looking at your T&C's is a good move. This indicates they are in the final stages of making a decision or still unclear on the exact terms of the deal

Expansion, upsell and cross sell signals

Last but certainly not least, Snitcher and HubSpot can be used to create an automated framework surfacing existing customers currently engaging with products or service that they have not purchased.

For example πŸ‘‰ a customer who has purchased Product A is now on the website looking into Product B.

In an ideal world, you will need customers grouped by the products or services they have purchased using a field in HubSpot that Snitcher can filter on (if you prefer going the Slack / Email notification route).

It may be easier using HubSpot as you will have access to all of your properties.

πŸ’‘ You can also use Account List Tracking just bear in mind you will need to keep this updated so changes in the product or service mix of customers is reflected.

As always please reach out if you have questions, ideas or would just like to say hello.

On a last note, we appreciate it will take some time to get Snitcher and HubSpot completely implemented (especially if HubSpot needs cleaning up), so we are happy to help or advise along the way. Team Snitcher signing out πŸ‘‹

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