Overview#
Double down on your sales success by identifying and integrating lookalike companies similar to your new closed-won accounts in HubSpot.
This guide will explain how to set up a workflow that triggers from a new closed-won account event in HubSpot, searches for lookalikes based on domain and specific keywords in Ocean.io, and enriches and integrates these accounts into your CRM.
The Ocean.io integration is available to use Cargo's in-platform credits. See the documentation for instructions on setting up connectors and using Cargo credits.
Get started with Ocean.io in Cargo#
Step 1#
Set up your input variables to the workflow
Inputs used in the workflow are set up in the variables node at the beginning of the workflow. This node is used to define the parameters that will be passed through the rest of workflow as inputs to the rest of the nodes.
To power this workflow, the following variables are needed:
- domain: The domain of a closed-won account in HubSpot
- keywords: A keyword(s) that describe the company that has been closed lost. Ocean.io requires these to follow an array's format, i.e. "["keyword1", "keyword2"]"
Step 2#
Receive new closed-won accounts from Hubspot
The CRM is a powerful tool to emit events whenever a condition is met. Accounts are marked closed-won in your CRM are the best approximation of your current ICP segment, similar companies to these accounts have a much higher chance of converting to future customers.
To begin, create a new workflow in Hubspot that sends a payload to Cargo when a new account is marked as closed-won. This event should automatically send account details, including the domain, to a Cargo model dedicated to this effect see here for details.
Step 3#
Search for lookalike companies
Once received, the payload containing website domains can be passed to the Ocean.io integration in order to search accounts that describe themselves in a similar way.
As the accuracy of the lookalike search will impact the quality of new leads found, Ocean.io allows the user to specify keywords that will ensure that only true lookalike are included in the resulting list match your business needs. We recommend employing a custom column in Hubspot to supply relevant keywords for every closed-won account.
Step 4#
Enrich lookalike accounts for stakeholders
Using the website domains outputted by Ocean.io, use your favorite enrichment node to find stakeholders with relevant job titles (e.g., PeopleDataLabs, Waterfall.io are available to use with Cargo credits).
Additionally, each enrichment provider allows for the specification of additional filters (e.g., location, seniority) to refine the search further, ensuring only the right contact persona is returned.
Step 5#
Push new lookalike contacts to the CRM
Update your HubSpot CRM with the contacts found (Step 4) for the lookalike accounts (Step 3), ensuring each contact is updated with the required fields (e.g. first name, last name, email, job title, etc.)
It's also recommended to quickly check against existing contacts in the CRM and create a new one if absent to avoid duplicate outreach.
Step 6#
Push new contacts to a sales sequence
Once you have the stakeholders' emails from the step above, Cargo allows you to take individual actions for each contact retrieved. Often, users will outreach these with a preferred email marketing tool integrated with Cargo (e.g., Instantly, Outreach, Salesloft, Apollo, Smartlead, etc).
Optionally, trigger a Slack alert for high-priority records to an Account Executive to expedite a touchpoint.