How To Turn Call Transcripts Into Relevant Follow Up In HubSpot With Aircall And Air Traffic Control

Every day, your sales team has dozens of meaningful conversations with prospects. Calls where buyers share their specific challenges, use cases, and goals. Yet most of this valuable context never makes it into your sales follow ups, let alone broader content strategy.

Running an effective sales enablement program requires a systematic approach that connects your sales conversations to your content delivery strategy in real-time.

According to Gartner's B2B buying journey research, B2B buyers spend only 17% of their time meeting directly with potential suppliers. This means the content they consume between and after sales conversations plays a critical role in their decision-making process.

McKinsey's personalization report shows that companies using advanced personalization generate 40% more revenue than average players. Yet most businesses struggle to match the most relevant content they’ve already created to the correct reader at scale.

What You’ll Learn

• How to automatically turn sales conversations into personalized content experiences
• How to automatically recommend your most relevant existing content to prospects
• How to automatically created a personalized content hub for each contact

What You’ll Need

• HubSpot Marketing Hub
• An Air Traffic Control account setup with your existing content library
• Aircall integrated with your HubSpot account
  
  

This playbook will enable you to bridge the disconnect between sales calls and the most relevant content that's already been created to continue the conversation and enable the buyers journey when you're not in the room.

Step-by-step: How to turn sales call transcripts into highly relevant follow up in HubSpot

Before diving into the specific steps of automating personalized content experiences from sales calls, let's cover the essential tools and setup required for this playbook.

Air Traffic Control

Air Traffic Control is a content personalization platform that automatically analyzes your existing content library and matches the most relevant pieces to each contact in HubSpot based on their interests and engagement. In this playbook, we'll use Air Traffic Control to:

• Match conversation topics with your existing content
• Generate personalized content recommendations
• Automatically populate a content hub for each contact

Aircall

Aircall is a cloud-based phone system that integrates directly with HubSpot, providing call recording and transcription capabilities. For this playbook, we'll use Aircall to:

• Record sales conversations
• Generate accurate call transcripts
• Track conversation topics and call outcomes

With these better together tools in place, you'll be ready to implement a highly relevant and automated follow up workflow in HubSpot.

Here’s how it works step-by-step:

Step 1: Define your call list in HubSpot

→ Create a HubSpot active list of contacts based on your criteria (ICP, campaign targets, etc.)

Step 2: Enrich your contact data

1. Select your HubSpot list in Air Traffic Control

2. Enable LinkedIn enrichment for your specific list

3. Air Traffic Control will create an updated interest graph and populate content recommendations for each type of your existing content in HubSpot properties.

   → Each recommendation will include a title, description, image, and link in HubSpot

Step 3: Enable reps with context and a clear process before and after calls inside HubSpot

Removing friction from your teams outreach and follow up workflow in HubSpot can make a big difference to their ability to engage prospects effectively.

Before a call

The Aircall phone interface is available directly inside HubSpot, enabling a clear view of a contact's engagement history, along with insights from prior calls and the currently recommended enablement content for that prospect.

We can also use HubSpot’s record customization features to present data that is the most relevant for each specific team dialing out of HubSpot.

After a call

We can use an automated workflow to create follow up tasks and prompt the appropriate next steps for all  successfully connected calls.

⚡️ Trigger Criteria: Enroll contacts when "Property value changed"
-> Has completed: "Call ended"

💡 This follow up email could use a template or snippet to improve consistency and reinforce best practices and can leverage Aircall summaries and call insights in conjunction with HubSpot Co-Pilot to quickly generate relevant email drafts.

Step 4: Create your personalized content experience templates

Build a dedicated ABM landing page template using HubSpot’s smart content features and the personalized content recommendations provided by ATC.

This page should be dynamic, updating automatically with new content and personalized messaging based on the visitor’s persona and engagement history.

Part 1: Build an automated email template

1. Create an automated email template using the “Simple” template type
2. Add the following content to your email (copy+paste):
3. Link "share your personal hub" to the landing page in part 2.

Hey ,

Wanted to share your personal hub with our best content for YOU.

A few of the headlines:

-
-
-

Let me know what you think!

Part 2: Create a personalized landing page template

Create a “Content Hub” marketing campaign and assign your template to it to centralize your reporting for influenced revenue.

Include the following elements in your template:

→ H1: A headline using HubSpot smart content and personalization tokens - that will be dynamically updated to align with the problems discussed in your most recent call with the prospect and the content recommendations made by Air Traffic Control.

→ P: Subtext that gives a concrete explanation of solution you provide.

→ Button: A next step call-to-action to either signup for the product or book a demo with the contact owner.

→ Dynamic Content Sections: Include the recommended content from your existing library for each type (blog, podcast, case study, templates etc) that has been populated by Air Traffic Control.

3 Elements of an Effective ABM Landing Page

Personalized Hero Section:

• Dynamically include both your company logo and the visitor’s (a nice touch 👀).
• Use HubSpot’s smart content to dynamically update the hero section with a persona-based value proposition and offering image that adapts based on visitor data.

Recommended Case Study:

• Place the most relevant case study recommended by Air Traffic Control for the visitor prominently, including a headline, summary, and personalized CTA linking to the full case study page.

Additional Resources:

• Below the case study, offer additional recommended content like blog posts, interactive demos, or on-demand webinars. This provides multiple opportunities to resonate and increase engagement.

💡 Air Traffic Control will regularly update the content recommendations for a contact which will automatically update this page making it more engaging the next time a contact views it.

Step 5: Automatically enable customers with the most relevant follow up experience

⚡️ Trigger Criteria: Enroll contacts when "Property value changed"

-> Property name is "Last Aircall call timestamp"

📧 Action 4: Send email
→ End To: Enrolled Contact
→ Template: Send Personalized Content Hub

Each step in this playbook builds on the previous one, creating a seamless flow from call recording to personalized follow-up. 

Transform Every Sales Call Into a Personalized Content Journey

When today's B2B buyers engage with your sales team, they expect more than generic follow-up emails and random link dumps. They want conversations that continue naturally and content that directly addresses their specific needs.

By connecting Air Traffic Control and Aircall with HubSpot, you create a repeatable system that automatically turns sales conversations into personalized content experiences. This isn't just about tools working together – it's about creating a seamless experience that makes every buyers interaction more relevant and valuable.

• Aircall captures what matters most to your prospects
• Air Traffic Control turns those insights into personalized content experiences
• HubSpot orchestrates the entire customer journey

Companies using this integrated approach are seeing their sales conversations naturally extend into content engagement, with prospects receiving exactly the right resources at the right time – automatically.

Getting started with this playbook by creating an Aircall account and booking a demo of Air Traffic Control. We’ll help you get this playbook implemented for your own team.