Personalized LinkedIn Sales Outreach With ATC & Hublead

Personalization matters everywhere from marketing to sales to customer service. Don’t be the human that tries to send an impersonal pitch-slap on LinkedIn. We have a better way to enable sales.

Who is this playbook for?

Any HubSpot users in sales, business development, or enablement.

What problems does it solve?

Seamlessly ingesting and enriching contacts from LinkedIn to HubSpot so you can serve them relevant content they'll care about. 

How long does it take to get set up?

Less than five minutes to connect both Hublead and Air Traffic Control to HubSpot (start both for free - Hublead is free forever). 48 hours after Air Traffic Control connection to pipe in personalized next best content insights.

The LinkedIn Personalization Problem

It should come as no surprise to the vast majority of the professional population that lives in and around their work email inboxes that they’ve never been more crowded. We’re inundated with offers like never before (powered by audience enrichment tools like Clay and Apollo). According to Venngage, the average business person receives 121 emails per day.

What does that mean for teams tasked with creating revenue and pipeline? For one thing, hopefully a more evolved and multi-channel outreach strategy that goes beyond just email and incorporates LinkedIn . That’s where Air Traffic Control and Hublead come in, as the better together solution for more personalized and relevant outreach on LinkedIn.

What Does Hublead Enable?

LinkedIn has become the go-to venue for B2B influencers and thought leaders. And while there is no shortage of pitch slapping that takes place on the platform it has tremendous potential as a B2B growth channel, particularly when combined with Hublead and a solid sales enablement strategy.

Hublead takes moments to set up and integrate with HubSpot, and you can start for free. Once you’ve connected to HubSpot and authenticated a LinkedIn connection, you can easily make sure that anyone on LinkedIn is added or synced to your HubSpot account. Going one step further, syncing your sales navigator account will help track your correspondence with contacts on LinkedIn. 

This is just one of Hublead’s use cases but it is powerful and brings you value right away.

What Does Air Traffic Control Enable? 

Air Traffic Control sends custom properties into your contact record in HubSpot that allow you to send them the best, most relevant content in your content library. We’re tired of hearing about different ‘marketing content’ and ‘sales enablement content.’ The truth is that if  the content your marketing team is creating is written with your ICP in mind, then it should be relevant to your prospects and customers all throughout the funnel and therefore relevant enough to be sent by sales. 

So, consider Air Traffic Control the best way to get value out of your existing content by getting it into the right inboxes at the right time, as well as as a transformative tool in redefining your content strategy. This is vital for both sales and marketing teams and takes the guesswork out of sending relevant content to relevant parties.

What Do Air Traffic Control + Hublead Enable?

Air Traffic Control helps everyone on your team understand what content is the most relevant to everyone within their HubSpot account via custom properties that load in their content preferences. For marketers, this enables all kinds of personalized newsletters and ABM style landing pages. For sales teams, enablement material is now at their fingertips for better, more personalized outreach. And by fingertips, we mean literally inside their contact properties thanks to ATC. 

So next time a sales pro using both Hublead and ATC is looking for a great icebreaker with which to approach a prospect on LInkedIn there area  couple scenarios they might find themselves in. 

1. If the prospect already appears within the company’s HubSpot account, sales can simply cross reference their next best content recommendation with a message personalized to them.
2. If the prospect doesn’t yet exist within the company’s HubSpot account, sales can add them once to it using the Hublead Chrome Extension. No content relevancy history yet? No problem. Using ATC you can perform a LinkedIn enrichment which will pull in a full history of the last 30-90 days of their content activity and preferences from LinkedIn. That enrichment gets fed into the newly created HubSpot record, enabling sales to personalize their outreach, and once the contact has opted in, also enabling marketing to send them relevant content from HubSpot.

Unifying Sales Enablement Inside The Entire Organization 

Sales enablement typically sits squarely within sales, feeding on their insights from sales calls and buying cycles. There’s a silo between what we perceive as sales enablement and content marketing and it isn’t helping anyone in any department. 

Let’s consider the difference between a typical marketing/sales/sale enablement setup vs what we’d like to propose as an evolved strategy.

Old-Fashioned Sales + Marketing Content Enablement Strategy

Marketing Content Responsibilities:

Top of funnel marketing content strategy and production frequently informed by hypothesis, SEO activities, or ‘this is what has always worked’ mentality rather than customer and ICP alignment

Sales/Sales Enablement Responsibilities:

Outreach and followup correspondence, pitch decks, email sequencing, proposals, 1 pagers, product collateral, and ‘whatever gets the quota filled’ mentality

Evolved Sales + Marketing Content Enablement Strategy

While we aren’t advocating for totally blending the lines between marketing and sales roles, we do believe it’s time to evolve into an organization that sees marketing and sales consistently rowing in the same direction.

What does that look like for marketing? An expanded content strategy from marketing that includes pieces that address real needs top, mid, and bottom of the funnel. It looks like giving away your good content (for free). Ungating high-value pieces and putting energy into relationships. And most importantly, understanding the pain points of sales is hearing backwards and forwards and prioritizing content creation that directly answers those objections.

How does sales help? Stay consistent and use data to guide requests to marketing. A one-off objection from a fringe ICP case should not a one-pager make. Enablement pros should be studying the most successful customer and sales cycles and prioritizing content requests based on the frequency of the pain, the alignment with product, the strain of development, and the potential revenue.

Installing Air Traffic Control’s Free Trial For Content Insights

Just as we are only scratching the surface of Hublead’s product functionality, we’re going narrow on Air Traffic Control for the purposes of this playbook. If you’re reading this, you have certainly prioritized content production at your organization as a growth lever, which is the first step. 

Truly understanding how relevant that content is to your audience, and therefore to your ICP, is the second step. The ATC content relevancy report gives you insights within 48 hours en masse, for your entire database. Quickly learn what percentage of your content is engaging to your target audience and you’ll hone in on what you need to adjust, and what you need to write next. 

HubSpot Super Admins can connect ATC and HubSpot via the app store or our website. Not a Super Admin yet? Here’s a template you can quickly copy and paste to get started. 

Hi [Admin's Name],

I need Super Admin HubSpot permissions enabled for to get started with a free trial of Air Traffic Control. If that isn’t permissible, can I request you to connect Air Traffic Control with our HubSpot account? Step by step instructions are accessible here.

1. Install ATC via the HubSpot App Marketplace
2. Once passport control has completed processing, you can add users via the account tab of the application

Your assistance in setting up these permissions would be greatly appreciated.

Thanks,

There’s nowhere to go but upwards with the insight you’ll gain from accessing this content report. Some ideas we’ve gleaned from working with our customers and their content teams:

• Track the most popular content by personato build better lifecycle and email nurture programs relevant to those personas
• Connect SDR’s with relevant content suggestions they can share instead of the same tired ‘Hi [first name] please enjoy this totally irrelevant product offer’
• Import matched audience lists to LinkedIn and feed them content they’ll actually enjoy as sponsored or boosted posts
• Reset content strategy efforts to be aligned on any relevance gaps and spread content out throughout the top, mid, and bottom of the funnel to provide value throughout the entire customer journey 

Installing Hublead And Using The Chrome Extension

Installing Hublead’s Chrome extension enables you to connect your HubSpot and LinkedIn accounts - in less than 60 seconds. With the extension installed you open up the ability to import contacts bidirectionally as well as sync and log LinkedIn conversations. 

If you are not a Super Admin of your HubSpot account, you will need to request a Super Admin gives you access to the following permissions to use Hublead. 

• The ability to edit contacts you own (or broader permissions)
• The right to edit companies you own (or more)
• The authority to edit deals you own (or more)
• Read/Write Lists
• Edit Property Settings
• App Marketplace Access

Full documentation on connecting to HubSpot is available via this link. 

Conclusion

Similarly to how we believe that Account-Based Marketing is just good marketing, personalization in sales is now table-stakes. And it goes way further than just [first name] [company] or even the customized [insert pain point here]. 

If the goal is to drive long-term revenue growth then it’s vital that we prioritize building real relationships, and that starts with real connections, and real, useful messaging that will get into the right hands. 

Using Hublead to easily log activities and ingest prospects along with Air Traffic Control to understand and deploy useful content is a great first step in building relationships that create long-term revenue growth.