Audience & Connect

Using HubSpot together with TwentyThree

Video is a powerful tool in marketing automation and lead scoring, since engagement and actions can be measured directly. Videos, live events and webinars are also a really effective way to identify visitors as qualified leads.

The Audience and Collector features in TwentyThree are built exactly for this purpose. Using the product you will be able to convert, track and follow viewers of your videos directly from TwentyThree.

When you connect your HubSpot account to TwentyThree, all the information becomes available within HubSpot as well: Contact information, viewer data, video engagement scores and more.

In addition, contact information is synced between TwentyThree and HubSpot. This means that contacts from HubSpot will automatically be available in Audience and that you won't need to ask for lead information twice.

What is HubSpot? And how does it work with TwentyThree?

HubSpot is a marketing automation system and CRM system. It is used by marketing and sales teams to work with contacts and leads. This is done by tracking online activity and using calls-to-action to convert visitors into named contacts. From here, marketing outreach may be automated or the sales team may use contact information in the sales process.

When TwentyThree and HubSpot are connected, information about contacts and their activity is shared between the two products.

The integration is built with what we call two-way sync, which has two major benefits:

Connecting to HubSpot

To connect, click the HubSpot icon in the Connect section of TwentyThree. After this you'll be asked to log into HubSpot and authenticate access. When this is done, click the Save connection button. That's it!

In order for account and profile information to be synced automatically, we recommend that TwentyThree is set up to run from a subdomain to main site domain. Also, the TwentyThree domain should be added to the list of domains in HubSpot. This is done under Settings → Reports & Analytics Tracking → Advanced Tracking.

Two-way sync of contact information

With the connection in place, contact information will be synchronized between HubSpot and TwentyThree. This means that you can use collectors in TwentyThree to convert viewers into leads:

When a video is played by a contact already in HubSpot, the profile information will also be available when using Audience in TwentyThree. This also means that already identified/known contacts will not be subject to gating in videos, webinars and live events -- and will not need to fill in information twice.

When a contact is updated in HubSpot, information such as name, email address, phone number and title will automatically be updated in Audience as well.

Video usage information in HubSpot

TwentyThree collects individual viewer information and calculated video usage -- such as the number of videos played and the total video engagement minutes for that contact. The tracking will also calculate a video engagement score between 0 and 100 based on the interaction.

This information is automatically updated on the HubSpot profile:

See who's watching on the HubSpot timeline

When a viewer plays videos, webinar and live events from TwentyThree, detailed progress information is posted on the contact's timeline. This includes the video title and how much of the video was played. By clicking Show heatmap and video details a popup will present you with more details about exactly which parts of the video the viewer watched.

Similarly, the timeline is updated when a person converts by filling in a collector or signing up for a webinar. The event will show what video or webinar drove the conversion or signup; and the submitted information is included in the details.

If you want a clearer picture of a viewer's video activities, clicking on the Full video profile will present you with a popup containing all available Audience data on that specific profile directly in HubSpot, including heatmaps for every video the viewer has watched.

Sending videos through HubSpot

If you want to send a video to a contact, you can do so directly within HubSpot by using the Actions button in the TwentyThree module.

Clicking Send video presents you with a video picker, allowing you pick any video that has been uploaded to your TwentyThree site before writing a personal message to the recipient. The video you pick will be embedded in the email as an animated thumbnail, leading to the video's landing page once the recipient clicks on it. Furthermore, if you apply the Follow option before sending the email you'll be notified as soon as the recipient has watched the video.

How to: Use video to score leads in HubSpot

Data and events from video usage should be used as a significant factor in lead scoring (see the full reference of available data below). To do so, go to Settings → Properties (found in the lefthand-side bar)  search for and click on HubSpot score in HubSpot and add positive and negative attributes.

For example, start by...

Now, anyone with a video engagement score of 40 or higher (indicating significant engagement) will be given a higher lead score.

How to: Segment HubSpot contacts based on videos watched

To segment users based on specific videos, create a new Smart List in HubSpot starting from Contacts → Lists.

For example, this can be done for contacts that watched videos in a certain category:

Or it can be done for contacts that watched specific videos:

How to: Segment HubSpot contacts based on total video usage

The same method can also be used to segment contacts by total video usage, for example how many videos were played; how many minutes of video have been watched; or by the aggregate video engagement score in TwentyThree.

For example, create a new segment of contacts that have watched 3 or more videos:

There are a lot of opportunities to use leads scoring and smart lists to work with leads based on video data. See the full list of available contact properties and events below.

Reference and overview of data

The TwentyThree connection to HubSpot creates and forwards five different kinds of data:

1. Core contact properties

2. Video contact properties

When videos, webinars or live events are played, updated aggregates of the total video usage is updated on the contact's properties.

3. Timeline events about video playback

When videos, webinars or live events are played, information about the play and interaction is posted on the contacts timeline.

4. Timeline events about collectors

When a collector is submitted, information from the form is posted on the contact timeline with info about the content triggering the conversion.

5. Timeline events about video call-to-action clicks

TwentyThree lets you easily create annotations or interactive action elements to your videos. These can be placed anywhere in the video and anywhere on the timeline. When such an action is clicked, this is recorded on HubSpot:

TwentyThree actions come with wealth of configuration options that enables detailed control. Along with this comes extra expert properties also available in HubSpot:

Can't find what you're looking for?