UserGems Implementation Guide (HubSpot CRM)

Introduction & Background

This guide will take you through the configuration process and outline many best practices within the onboarding steps.

You will be partnered with a dedicated Customer Success Engineer (CSE) and a HubSpot-certified RevOps resource for onboarding and the duration of your contract. For this implementation, you can expect a smooth and fully supported onboarding experience where we will cover everything in the guide below and more, including:

Connecting your HubSpot and other applicable systems to UserGems (Slack, SEP, etc)
Import Contacts & Key Accounts: Upload meaningful contacts and accounts to track into the UserGems database (via HubSpot Lists/CSV)
Persona & ICP Generation: UserGems' AI will audit your existing Closed Won data to generate your ideal buyer profile(s) and ICP accounts for you. We can also use/reference specific personas and target account lists that you may already have in your database.
Signal Activation: Work with your CSE to determine which signals should be activated as we kick off the UserGems program - these signals and related automations are generally activated with just a few clicks!
Workflows & CRM Mappings: Based on the signals/playbooks your team wishes to utilize, your CSE will construct UG workflows (or help you construct HubSpot workflows) to support CRM record creation/updates, custom routing, Slack or email notifications, auto-enrollment to sequences, and much more!
Full team training run by UserGems (or we can train-the-trainer)
Go-live & ongoing program management

UserGems <> HubSpot Connection

UserGems has a directly native integration with HubSpot, allowing us to access your tracking lists in real time, and provide critical contact information back into HubSpot when it matters most. Specifically:

Read into your HubSpot lists so that we know which meaningful contacts to track, which key companies to monitor, and which records & properties should be updated
Insert new, enriched contacts/companies into your CRM with accurate signal and contact information (with duplicate prevention).
Trigger custom workflows/sequences to ensure that all job changes notify the appropriate rep and are actioned timely.

To enable this connection, we simply have you connect a HubSpot integration user to our UserGems web application.

Step 1 - Sign Up and Connect HubSpot to UserGems

Est. 3 min

Prior to your first onboarding call (or on the call if you prefer), we will simply have you connect a HubSpot integration user to the UserGems web application. Your CSM will provide you with a link to ‘sign up with HubSpot’ which should only take a minute.

Other systems we may choose to connect with at this point:

Slack for internal notifications of relevant signals
Google or Outlook calendar to also track contacts missing from the CRM that your team is meeting with
Salesloft or Outreach if you utilize as a dedicated SEP solution

Step 2 - Import Contacts to Track

Create Contact Lists that tell UserGems which categories of contacts we want to monitor for job change or potential customer referrals. This data also can be utilized by the UserGems AI to generate a relevant Buyer Persona for you. Some use cases for these imports:

Track contacts for job changes
Suggest referrals from tracked champions into ICP accounts where they used to work
Data is used to auto-generate your buyer Persona within UserGems (more on this below)

Upload Formats:

HubSpot Active Lists (preferred) - connecting HubSpot lists is ideal for a few reasons:

We can read into your lists for a real-time view of who we should be tracking and what your target/customer companies are.
You control the filtering around who/what is listed in these lists
Simply provide the ILS List ID for each

‍CSV Upload ‍

If you have users/contacts you want to track, and they only exist in a database external to HubSpot (i.e. Users in your application, product user database, or data warehouse), we can also read into CSV files and still return new contacts into your HubSpot for these individuals at their new companies.

Step 3 - Generate Buyer Persona(s)

Utilizing your imported Closed Won and/or Open Opp contacts, our AI will generate a personalized "Buyer Persona" for who you typically sell to - based on titles, departments, and seniorities. Rest assured, if you already have a persona defined or if you want to tweak the UserGems-generated one, your CSE will review with you and can support both options during onboarding.

Step 4 - Define the Company Ideal Customer Profile (ICP)

Utilizing your existing Customer and Open Deal lists, our AI can reference this data to find lookalike accounts and generate a relevant Ideal Customer Profile based on company size, location, industry, and other data points. We can then surface new company and people level signals at ICP companies regardless of if they are or are not in your HubSpot.

As with any UG setting, your CSE will review this with you during onboarding and can tweak as needed.

Recommended ICP Settings based on existing customer data

Validate your ICP settings by comparing the criteria against your most recent customer base.

Step 5 - Signal Selection

Depending on your contract size and the UserGems signals your team is interested in utilizing, your CSE will select and activate all relevant People and Company level signals. Most signals will just sit on top of the configurations we have already made up to this point, while some will need a bit of additional data upload from your own tools/HubSpot (i.e. Intent data or if you have your own website tracking). However, most signals are activated within just minutes!

Step 6 - Strategize & Implement

Now that UserGems has all of the data we need and signals have been selected; your CSE will work with you to construct UG workflows and/or HubSpot workflows to support custom settings like:

Record Creation & Field Mappings (see which UG properties we will create/map to in your HS out of the box)
Advanced Routing
Internal Notifications via Slack or Email
Auto-sequencing
And more!

Together, we will decide which pre-built playbooks you will utilize for internal notifications and automated sequence enrollment. After deciding, we will work together to automate these utilizing HubSpot OR UserGems workflows.