How to Score Contacts Using Captain Data and HubSpot

Get started with Captain Data in Cargo

Overview#

Account scoring is part and parcel of most go-to-market strategies.

But most sales teams are confined to the CRM to set up and update account scores, which can be a clunky and time-intensive process. As a result, most scores end up end up being deprecated or under-engineered (so simplistic you miss out on crucial context).

This guide outlines a workflow to create a better account scoring based on data extracted directly from Captain Data prior to any data enrollment in the CRM.

Note

All integrations mentioned in this guide require an associated connector to be set up in your Cargo workspace. Some integrations are eligible for use with Cargo credits. See the documentation for instructions on setting up connectors and using Cargo credits.

Get started with Captain Data data in Cargo#

Step 1#

Receive account data from Captain Data

Configure Captain Data to scrape and send account data in a payload to Cargo.

This data will ideally include detailed account information that can be used to compile a score, such as industry activity, company size, and other relevant business metrics.

Step 2#

Score accounts using Cargo’s scoring node

Use the scoring node within Cargo to assign scores to each account based on predefined criteria.

Good scores will include factors like product usage, market segment, etc. Anything which can help in prioritizing accounts for engagement.

The scoring feature allows you to calibrate the impact of each factor in the eventual score using individual weights per factor.

Step 3#

Sync scored accounts to HubSpot

After scoring, synchronize the accounts and their respective scores back to HubSpot. You have the option to either overwrite existing scores or retain them, based on your needs.

This step is crucial for distinguishing between new accounts and updating existing ones, depending on the data received from Captain Data.

Step 4#

Route accounts as a function of their score

Use the allocation node in Cargo to distribute these accounts to the appropriate sales representative or territory, based on their account score and any relevant firmographic attributes.

The allocation node allows managing the sales representative's capacity and establishes rules for assigning accounts to fallback members when maximum capacity is reached.

After accounts are assigned, Cargo can synchronize this allocation information across the various sales tools connecred to Cargo.

Guide