Windfall & Hubspot: Building Data-Driven Workflows 

Welcome to Windfall's webinar series. Today, we're doing Windfall HubSpot. So how to build data driven workflows within HubSpot CRM. Let's get this thing kicked off. So my name is Matt Stern. I'm part of the nonprofit sales team here at Windfall, and I'm joined today by my my colleague, Jade. And we're super excited to share how Windfall integrates with HubSpot and how you can use this tool to improve your, you know, your screening, acquisition, and retention efforts. And yeah. Sorry about that, Jade. I'll hand it over to you for a quick intro. Perfect. Thanks, Matt. Hi, everyone. My name is Jade Scott, and I'm a commercial customer success manager here at Windfall. Excited to walking through how you can leverage our solutions within Hub Spot and diving into some of those opportunities. Thanks. K. So, I'm actually gonna walk through today's agenda. First, we're gonna do a brief overview of Windfall for those who may be less familiar with what we are and what we do and really what sets us apart in the industry. From there, we're gonna dive into HubSpot integrations, covering, how to get started, what setup process looks like, and what kind of technical lift you can expect on your your end. Then we'll explore, Windfall's data, how Windfall's data appears in HubSpot, and how you can effectively use it in dashboards, workflows, and reporting. So I just wanna clarify what you will learn and won't learn today. Today's focus is all about HubSpot, specifically the integration we have within the CRM. We'll cover some best practices, for contact layout and setting user permissions as well as some useful tips and tricks for working, with your existing reports and creating new dashboards for better to better target your acquisition and retention and screening efforts. What we won't cover today includes details about our dataset and our approach to wealth calculations. We're also not gonna discuss pricing. That's it. If you have any questions about anything we do or don't cover today, Jade Jade or I will be more than happy to connect with you directly. Our emails are listed on the first slide. You can always reach out to us, at customer customer success at windfall dot com. Alright. I'm gonna do a quick windfall overview. So, really, the mission, at Windfall is to democratize access workflows and insights on people. And so let's talk about people data. So at Windfall, we when we say people data, we meet we own a unique people graph covering over a hundred million US households, and we've identified over nineteen million households as affluent. So for context, we define affluent as any household with a combined net worth of over one million dollars, assets less liabilities. What makes Windfall unique is that we don't provide a net worth range or an upper end cap. We actually deliver a precise net worth figure. So for example, you might have a John Smith at one two three Main Street. His house also does a net worth of maybe two point three million dollars, while his neighbor Jane Doe, down the street at four five six Main Street, you know, has a net worth of forty nine point nine million dollars. So we work with a wide we work within a wide range of industries, including hospitality, travel, alternative investment, and much more. We also partner with leading nonprofits, universities, and health care systems across the country to leverage our data within HubSpot as well. And so let's walk through the data process here, especially for those who are new to Windfall or may not know about how we work. The first step when you're working with us is to connect to your data. In today's case, that means connecting directly to your HubSpot CRM. That's the first and most, you know, easiest use case. We also understand that many organizations have data sources outside of HubSpot, like event or email list or volunteer list from nonprofits or ticket sales, things like that that are not necessarily within that CRM. They haven't been imported into it. The good news here at WinFall is that we can still work with those external external data sources. And so what we can actually do is pull in those external contacts and records, also the ones in HubSpot, run them through what we call our workflow optimization engine and match them to better understand who your households are. From there, we return enriched windfall data back to you either through our application or directly into your HubSpot instance. And so we also provide insights into things like your total match rate or detailed segmented views based on key data attributes that are of importance to your organization. So for this discussion, again, we're gonna focus on the data enrichment side, syncing with HubSpot, matching to your records, and helping you make the most out of those insights so you can take action on these, leads, donors, and prospects. I wanna take a moment to talk about the type of insights and data points we provide to our customers. So in addition to net worth, you'll receive a range of additional fields, for matched households. Our goal here is to give you deeper insights into a household's wealth profile and asset ownership, such as do they own a boat or a plane or multi properties? Do, are they linked to a trust or LLC? We also surface key life events to help you determine the right time to reach out if you're a nonprofit or commercial business. For example, if someone has recently moved or experienced a loss in the immediate household, it may signal that now isn't the best time to connect. But on the other hand, if it if they've had a recent liquidity event, then that could be a perfect opportunity opportunity to engage with them. So by provide providing these insights, we want to help you be more strategic about who you reach out to and when. We also provide insights through our career intelligence dataset, which gives you key information about a contact's current employment status. So we analyze career data on two levels. The first being individual job level. This includes details like job title, when they started, then their current role, and other personal career related data points. The other is on the employer level. This gives you insight insights into who your top employers are, if there's an opportunity to build a relationship with an employer, for example, for a corporate sponsorship or a donation on the nonprofit side. And this data really helps identify those opportunities. Finally, as you can see on the slide and the previous one, we built a lot of what we call trigger based data points, things that are, like, key life events, like your, on the career side, these are things like a recent promotion, a retirement, and these fields can really help trigger a workflow, either within HubSpot, to take action on a certain individual within your CRM. Okay. Let's get into the actual HubSpot integration, into the meat and potatoes here. So here's how the process works. The key advantage is that we have a bidirectional integration with HubSpot. This means we can read in read from and write back enriched data into your CRM automatically, And we break it down into a four step process. I already built out the first one here. So the first is authorizing the integration. So once the integration is connected, Windfall will automatically sync with your HubSpot CRM, pulling your pulling in your existing contacts and leads. The second step is loading that contact data. So we load all of that contact data into our dataset and begin the process of matching your households to win false people graph. Then we actually run matching algorithms. So we use personally identifiable information that's within your CRM. We call it PII. This is things like first name, last name, address, ZIP, email, phone, secondaries, spouse information to match each contact record using, our algorithms. And then simply, the fourth and final being returning the enriched data back to you. For all match records, we push enriched data back into your HubSpot instance, helping you kind of inform and improve your existing sales and marketing, workflows. So in the end, we like to fit into your daily process, you know, for marketing enrichment and lead process. So that first step is super easy. It's very straightforward with Windfall. Once you start working with us, we'll invite you to join the Windfall application, our SaaS application. We mentioned that a little bit earlier. You can access additional insights within our application. But from there, it's as simple as clicking connect, and that initiates the integration to start off the first sync with your HubSpot. But let's talk a little bit more about that integration. There's a few key benefits I wanna highlight. The first is it's quite easy to set up. As I mentioned, it's truly a one click integration, a set and forget it process. You can authorize a connection using your existing OAuth credentials to link directly to your HubSpot environment. Second is automation. We'll work with you to set up a sync a sync cadence that aligns with your workflows and use cases. So syncs aren't limited under our business model, which is important because wealth related events like liquidity events or life changes or career changes happen constantly. We want you to have real time awareness of these events as they happen. So we can set up syncs to run daily, hourly, weekly, longer if you'd like, or or even on an ad hoc basis depending on what works best for you and your team. The third here is custom fields. Once the integration is set up, Winflo automatically create and write back custom fields, into your HubSpot HubSpot instance during the first enrichment cycle. There's really no need for any custom setup on your end. These properties are created for you, through the integration, and we'll discuss those in a few more slides here. Okay. Now we're gonna take a few minutes to walk through how you can set up and display, Windfall properties within your HubSpot instance, specifically on your contact layout pages. Okay. So to quickly recap the main three areas within HubSpot that we've seen our customers use in their operations. The first is companies, frequently used to to group contacts together. You know? And then there's contacts. These are most commonly used to highlight specific information related to the contact. This includes contact information, the PII that we were talking about, email, phone, address, plus additional information like last contact date, and other fields like that. Last one is deals. So this is where transactions, like investment or purchases, are associated with contact with these contacts will live. So when we sync to your HubSpot CRM, we are going to attempt to match the information of the contact record. So our standard HubSpot enrichment process processes writes windfall information directly onto these objects for your team to use in their various workflows. And just wanna make a note here. As a people data company, we only try to match to and enrich information on people, not necessarily providing b to b matching here. We're matching to consumers. So here's an example of how the windfall data can appear on a contact record within HubSpot. Our enrichment process highlights key attributes that help you assess a contact's quality and determine whether they're the right fit for your organization. This data can also help you decide which program or workflow to place them in based on factors like asset ownership or some of these other key demographic, data points. And one important note, as the lead moves down the sales funnel, you may actually collect additional information on these constituents over time, like an updated phone number or a new address. So with Windfall's automated syncs within HubSpot, we're actually gonna continuously attempt to rematch and update these records. So this isn't like a onetime enrichment service. Windfall will continue to sync with your HubSpot contacts over time to keep your data current, especially if there are unmatched, you know, household or unmatched records. We're gonna continue to try to to find a good match on those, especially as PII changes. So when it comes to creating sections within the contact layout, one of the great things about HubSpot is the ability to customize and configure page layouts based on specific users and their goals. So I built this out. On the left, you can see an example of HubSpot object manager, which provides a full list of available data points, including windfalls data, contact activity, and contact information. There's a wide range of data you can display on a contact record. Since we return a lot of data, our customer success team will work with you to help filter and adjust which inform which information you wanna highlight in your contact records, maybe control visibility permissions on other ones. You actually may choose to prioritize certain data points over others depending on your business goals. Second, on the right is an example of how we've selected windfall how selected windfall fields can appear on a contact record showing you how you can ref refine the data and display only the most relevant information to maybe your your frontline teams. And, again, all this data in the screenshots is fictitious, just surveying us. So in screening with Windfall, we enrich a number of different fields that can be used by our team. However, you might wanna select fields that are displayed within, certain profiles as they leverage HubSpot. Maybe marketing related personnel may need to access all fields available from Windfall so they can analyze records being generated from marketing related efforts to report on quality or to better understand the records being generated holistically. They want access to the wealth, career, life event, and asset ownership. But maybe managers don't want all of their frontline sales reps seeing all of the wealth or asset ownership information in its granularity is they may only want them to have the information as context to make the ask. So, you know, maybe leveraging windfall fields to filter for for quality and then routing into various rep portfolios can be done ahead of time so the frontline teams don't have to worry about interpret interpretations and and judgment of many different data points here. And then, also, when we're thinking about working with analytics or data science teams, we understand that windfalls enrichment enriched data can be valuable input into different analysis and internal models. So in these scenarios, align windfalls enriched data to filter across its entirety is definitely the approach, we've seen across the board. Again, these are these are illustrative, and the relevant permissions vary between organizations and the use case. As an example, maybe even on the nonprofit side, you know, filtering out, you know, frontline fundraisers, maybe from seeing specific asset ownerships or things like that, just to make sure they're focusing on wealth and life events. K. Where page layout served to customize, you know, what is visible on the contract record. HubSpot has many different permissions and processes that allow you to control access within your CRM. And so the benefit of having our data enriched directly into native HubSpot objects is that you can take advantage of these various permissions based processes, like permission sets and field level securities, really to ensure that integration is really configured based on your organization's needs. For example, you may not want to have interns or junior members of your organization have access to certain information given the scope of projects that they may be working on. Also, many of our customers work with consultants and external parties where they might may wanna restrict access completely to some information. Also, there may be certain teams that simply don't need to access when falls in rich data. Does finance really need to access information to complete projects related to their roles? Probably not. And you may wanna restrict access given that conclusion. And so we covered permissions, covered layouts, covered integration. Now I'm gonna pass it over to Jade, and she's gonna talk about starting to incorporate the windfall data and supercharging your workflows within HubSpot. I'm gonna stop sharing my screen. Jade's gonna share hers. You may see at the top of the Zoom, meeting, where it says, you know, Jade's got screen. You wanna click there. Thanks. Awesome. Are you able to see it okay, Matt? Looks great. Perfect. Well, thanks, Matt. So like Matt mentioned, we'll now discuss different strategies to supercharge your HubSpot processes and workflows. So before we start, just a reminder that Windfall refreshes its dataset weekly with unlimited reenrichment of your records. So there's great opportunity to use Windfall's up to date data to power HubSpot's native features and create more automated workflows that work for you. In this section, we'll cover some key HubSpot features and how customers have successfully implemented Windfall data within them. So like I mentioned, it's HubSpot workflows. Workflows are a powerful tool within HubSpot that support a wide range of use cases. You can use them to derive or calculate fields like a lead grade, create automated flows to streamline lead assignment, and configure alerts for sales team based on key triggers. The second is reports and dashboards. Reports and dashboards let you evaluate WinVolt data, create specific lists, and visualize insights for easy reference across your organization. This helps key stakeholders to quickly identify trends and act on valuable data. And three is the contact profile layout. So Matt just spent a couple of minutes on this, so we won't go too much into it, but we recommend incorporating Windfall enriched data directly into the contact profile layout. This ensures that contextual insights are available at a glance when viewing a contact record and can also help to inform your engagement strategy. Since we'll be covering the contact profile layout adjustments earlier a little bit, we'll focus mostly on the workflows and the reporting. Alright. So we found that using windfalls and rich data to calculate fields can be a highly effective way to create simplified insights for your sales team. So one powerful example of this is lead grades. This is a high level way of communicating the quality of a prospect based on their wealth profile and other life events, that are enriched into your HubSpot. So to illustrate, you can see a few sample prospects here with lead source information and windfall enriched data. So looking at this data all at once can maybe be a bit overwhelming, but the question is, how do you parse multiple points at a time? That's where a grading or tiering system becomes really useful. Oops. Sorry. By using this rule based approach, you can create custom tiers or grades that reflect the quality while keeping the underlying data fields hidden if needed. So this helps to create an effective framework for prioritization so you can cut through some of that noise and focus on the highest quality prospects. So we've included some examples of heuristics or rules to show how workflows can use this. So here's an example of how you can create a wealth waterfall type structure to structure your lead grades. So if you look at this first example here, anyone in the five million dollar network threshold would be assigned a hot lead tier status and prioritized accordingly. But from there, that wealth waterfall allows you can to continue segmenting leads into lower tiers and help you to focus on the most valuable prospects. You see here, you also have those a grades, b, and c ones as well. So a key benefit of HubSpot workflows is that it can be configured dynamically to adjust your lead grades as your data changes. So that makes sure that your lead grades stay current with Windfall's weekly data refreshes so that your reps have the most accurate information to go about their day. So when it comes to implementing this in HubSpot, the good news is that HubSpot workflows make this really easy and straightforward in terms of creating calculated fields. So you'll start out with something like this. So creating a new workflow in HubSpot and building out a decision tree to reflect your desired logic. The HubSpot workflow UI is a no code environment, so you can easily construct these evaluations without needing much technical expertise. Then from there, you can configure the workflow branches to end with a set property value action where you assign a specific value depending on the outcome of the branch. In this example, the workflow assigns a property lead grade based off of the value of a hot lead. So as with all these workflows and use cases we're discussing, our team is more than happy to collaborate with you to develop a strategy that makes the most sense for your team and business goals, drawing on some of the things that we've seen work in the past. So another really valuable use case for workflows is strategic lead routing and assignment. So here's an example workflow. All unassigned contacts are processed and routed based on the lead grades we defined earlier. So here's how it works. So for hot a and b leads, the workflow uses a round robin approach to distribute leads among the owners. Hot leads are rotated between two specific owners. A and b leads are circulated across four owners to distribute them more broadly across the team. This setup ensures that the higher quality leads are handled by more experienced reps while still balancing workloads across the team. You can customize this based off of your own sales team structure, though. So some customers we've seen in the past have chosen to route higher graded leads to specific reps based off of enriched data, while others may prefer a more balanced portfolio approach. Meanwhile, c leads would be routed to a marketing user in this example. So those lower graded leads can then be placed in an educational nurture flow to help keep them engaged without consuming direct sales effort. This allows the sales team to focus on top tier leads while leaving the first option to revisit those lower grade leads when capacity allows. And, again, our team's happy to help and collaborate. So reports are really useful tools when it comes to creating lists based on the records that meet certain filters. You can also select a specific set of columns from those records to display to ensure that the user has the most appropriate information to process. With the fields that are being shown, combining first party fields with windfalls and rich information can help to create some powerful views that help with your business users. So this helps with things like understanding who the records are that are being shown with fields such as name and email, also where contact originated in terms of lead source, helping to understand their financial qualification and other life events based off of when involves enrich data as well. Users can easily be redirected to the actual detail page for a specific record as a contact record is hyperlinked. This allows folks to easily take action based on these reports. And then using windfalls fields in the filtering can be an effective way of finding hidden gems in areas of opportunity within your database itself. So if you look at this example specifically, you can see that we highlight folks that are highly graded and not currently assigned. So now let's take a look at dashboards. Dashboards are an incredibly effective way to help showcase some key insights and highlight important records for your business across your entire organization. Windfalls and rich data can be used to create KPIs that help you to measure wealth within specific segments or track the number of records that meet a certain criteria. In this example, you'll see a doughnut chart on the left, which shows a breakdown of contacts by lead grades that we defined earlier. We've taken a look, and we've seen value in prioritizing records within reports that are embedded directly into your dashboard. This creates a standardized view of prospects across your organization, helping teams to align around consistent insights. Similarly, connecting contacts within their associated deals and reports is a windfall best practice. This ultimately ensures that open deals are being tracked closely and helps your sales team to focus on moving deals through the funnel. The dashboard can be tailored based off of different personas, stakeholders, and use cases to help give a better sense of how this works. We put together a few mock ups that I'll walk through in the next slides. Alright. So moving on to some more concrete examples. The first dashboard mock up that you see here is designed specifically for sales reps. A few key features and benefits here. The first is dynamic filtering by ownership. HubSpot dashboards have the ability to dynamically filter records based on the viewing user's ownership. This means you can create a single dashboard as a source of truth for your entire sales team. This means when a rep logs in, the dashboard automatically filters to show only their assigned contacts and deals, making it immediately relevant to that specific person. Two is identifying opportunities. By combining windfalls and bridge data with calculated fields, you can surface areas of opportunity within a rep's portfolio. This helps frontline personnel understand who to prioritize and where to focus their outreach. Three is activity based KPIs. You can expose KPIs related to sales activities such as calls made, email sent, and meetings booked, giving reps clear visibility into the progress towards weekly or daily targets. Four is newly created reports. The dashboard can highlight newly created reports as they come in, ensuring that reps quickly engage with new prospects or avoid missed opportunities. Finally, lead quality and grades. Displaying lead grades or other enriched windfall data like net worth allows reps to assess the quality of records at a glance. So, again, helping them to prioritize their day accordingly. Because the dashboard automatically inherits the viewing user's ownership, it makes it really easy to adjust and improve based off of feedback. Any updates can be made at the global dashboard level, meaning that you only need to modify it once and not for each individual sales rep. So the next example here focuses specifically on managers. At the manager level, dashboards can provide quick visibility into team activity and performance, helping managers to identify where course correction or reassignment may be needed. Some key benefits for managers, one, activity, and two, prospecting focus. Managers can easily track team activity and segment it based on lead grade or tier based on windfalls and rich data. This also determine whether reps are focusing their time on the right prospects based on financial qualifications. If you take a look at this example, most team members are focusing on the right leads, but a couple of reps are spending too much time on lower quality prospects, and this signals a need for course correction. The second benefit is portfolio reallocation. These dashboards can help to reveal the relative nature of leads across the team. So by surfacing these insights, managers can make more informed decisions to improve prospecting efficiency and drive better overall team performance. And this final example we'll share here is more focused on analytics and marketing teams. These can also create dashboards to monitor records being generated within HubSpot in real time. Couple key benefits here for these personas. So one, evaluating lead quality. So by leveraging windfalls and merge data, you can track the median net worth of the records being generated or already existing within your database. This helps you answer the question of, is marketing driving the financially qualified leads that we want to bring into the funnel? Two is lead grade visibility. You can embed lead grades into the dashboard to provide another layer of insight into the qualification of marketing generated leads. This gives stakeholders a clear view of how marketing efforts are translating into pipeline quality. Three is performance over time. Dashboards can track performance trends over time. And finally, conversion quality. You can take you can see the leads converting into customers are of high quality. Most of the closed won deals are falling within that hot lead category, which is again what we want. This provides really strong feedback on which type of leads are most likely to close, and this also helps you to refine future targeting efforts. By servicing these insights, marketing and analytics teams can help to make data driven adjustments and also improve lead quality and optimize overall pipeline performance. So I know we went through a bit there quite quickly, but we do wanna take a moment to just summarize the customer use cases and help bring some of these workflows to life. We'll share some real world examples of how our customers have successfully implemented Windfalls and Rich Data to help drive better outcomes. The first use case is about identifying the most qualified individuals across your CRM. You might have a really large database of records where you don't know who's qualified while also managing a steady flow of new inbound leads. This use case focuses on helping you surface and prioritize the right contacts, whether they're new leads or historical records that have been sitting in your CRM for years. So one example here is that a company that may sync their HubSpot daily and uses lead grades to prioritize outreach. Goal is to quickly identify who are those hot and a leads and ensure that they receive fast, high quality sales touch points. This is one of the most common use cases that we see at Windfall using HubSpot, helping teams to focus their time and their energy on the most promising prospects. Example two is planning strategic events based off of lead quality. So companies can combine geographic data with Windfall insights to inform event strategy. Say you're planning events for the upcoming year, you could target areas with the highest concentration of those hot and alias in your CRM. When these events happen, you can then focus your resources on inviting those most qualified prospects, increasing the likelihood of very high value connections. The second example is looking at monitoring performance. Windfall data isn't just useful at the record level. It also provides very valuable insights in aggregate for evaluating overall marketing. Say you're running paid media or lead generation efforts, Windfall's data embedded in dashboards and reports can serve as a leading indicator of success. For a longer sales cycle, windfall data can help to assess lead quality before conversion data becomes available. So take this example. Companies often use lead grades to measure marketing performance, tracking the monthly distribution of hot and a leads to evaluate whether marketing is driving higher quality leads into the funnel over time. This type of tracking is often built into a HubSpot dashboard and used to structure team meetings and one on ones. So last up, we have automating workflows. As your org grows into this occasion, we recommend automating key workflows to reduce operational overhead and streamline processes. For example, companies often route all hot leads to their senior sales reps or leadership teams who have experience working with those ultra high net worth prospects. Another example, though, is creating weekly reports for leadership. So maybe highlighting all of those new contacts with a net worth of over five million dollars. This allows leadership to weigh in on engagement strategies for the most qualified prospects while also providing transparency across the organization. These are just a few examples. There are countless ways to leverage WinVault within HubSpot. When considering which use cases make the most sense for your business, we focus on these key factors. So your business objectives and goals, your current sales and marketing team structure, and how you're currently using HubSpot. Aligning these factors are ultimately what are gonna help you to maximize the value of Windfall within your HubSpot instance.